How to survive underwear stores

"Terminals for the King, Wan Dian project" and so on the vocabulary of terminal operation, in many underwear brand promotion frequency is the highest. However, in the course of the development of underwear industry in recent years, what brand of terminal operation is in place? The introduction of a promotion policy, the middle to go through the agents, and then the information can be conveyed to the terminal franchisee, information (policy) to convey too long, leading to terminal operators missed the promotional opportunities. In addition, some agents because of the cooperation with the underwear business among them some problems, some of them between the termination of the contract, the biggest loss is the franchisee, agents and franchisees in the contract, franchisees and agents can only be converted with the brand , Which means that the franchisee to re-select the brand, redecorating the store, and lost the old customers, underwear business losses are large, they will lose a market, to build a new market will take some time and money, do not , Franchisees so willing to miss the business opportunities? Now many franchisees already mean the seriousness of the matter, in the choice of brand and underwear business cooperation directly. Many companies that are truly marketing are also aware of the seriousness of the problem and companies that have long-term development plans gradually take direct control of the terminals, managed directly by the headquarter, and given the profits of the middlemen to franchisees and customers albeit at a delay Enterprise development, but the terminal control directly in the hands of enterprises, to join a living a family, a few years later, the real "terminal is king, million shop project." Case Study: Iraq's beauty underwear Longhua stores, is located in a large industrial area, a storefront of 25 square meters, in full accordance with the Iraqi beauty underwear store decoration standards, shopping guide staff configuration 3, and have a certain experience in underwear sales. Zhou boss had taken a look at the beauty of Iraq's brand development potential and market support content. After signing the contract, Zhou boss and the company to discuss for the store location and the surrounding environment for analysis: Because the storefront location in the industrial zone, each factory is closed management, far from the city, and the factory every day Work overtime until 11 o'clock in the evening, only Sunday and monthly wages to rest, employees do not have the opportunity to spend in nearby cities, basic necessities are selected near the consumer, so the store's source of tourists come from the factory near the working girl Employees are at work during the day, the store basically no customers, but customers a little more at night, more every weekend, weeks boss think, rather than wait, take the initiative to play to its own advantages, so that shop "live" together. To this end the company and Zhou boss made a series of marketing plan, as follows: 1, adjust the working hours: 12 o'clock in the morning to open the door, close at 12 o'clock in the morning, a salesperson early shift, night shift three salesperson. 2, underwear cultural transmission: As the working girl's cultural level is not high, the relative lack of knowledge of underwear, the company for the boss to print some attractive coupons, coupons include: how to choose their own underwear, underwear washing method, wear Methods, maintenance methods. 3, to attract buy: the promotional content to inform customers, general factory dormitory living 8-12 people, in order to attract them to buy, so the content of the event, one-time purchase of 6 underwear group buy price by 7.5 fold, 12 Piece can buy the price by 6.5 fold, and presented beautiful gifts. 4, buy one get one: Since it is summer, every woman needs invisible shoulder strap with coat, so every purchase of a regular price underwear to send an invisible strap. 5, buy two get one: Buy two genuine underwear, send a special underwear. By the weekend, Zhou boss sent relatives and sales staff to the factory door, dormitories, event centers and other distribution leaflets, in order to attract customers to come shopping, the day the turnover reached 4,000 yuan, to pay the day the turnover reached 8,000 After this event, a lot of employees know that there are homes near the Iraqi beauty underwear shop, driven by the old customer familiar new customers, the store's visibility is getting higher and higher, business is getting better and better. First of all, we should start from the moment and establish a sense of "self-reliance." Some franchisees on the manufacturers, there is a serious dependence on the idea. Wholeheartedly to manufacturers to support. True, this idea is understandable. However, after all, the manufacturer's resources, after all, is very limited, and their strategic decisions are generally on the national or provincial level, to a certain extent, it is difficult to take into account the idea of ​​a franchisee. Therefore, under such circumstances as the forefront of our underwear sales chain franchisee have to establish as soon as possible, "everything depends on their own" awareness. Second, with the full "self-reliance" and "everything by their own" ideas, coupled with the product structure, shopping guide staff quality, store image, display skills, service and other aspects are in place, allowing franchisees to " Live "is just around the corner. If the former is to seek, the latter is slightly, the strategy is no different from having a war north and south, galloping world sword, with this sword, let our franchisee "live", is no longer a rhetoric It's