Since China's business environment and market order are not as perfect as in Western countries, competition is relatively low, resulting in tens of thousands of competitors in every industry, unable to focus on specific aspects; Companies lack the capital of a multinational corporation and have no conditions to innovate in terms of products, promotion and channels. Everyone knows that the terminal wins, but how to win? How to win? Many companies are very upset. "The location of the specialty store is good, the area is large" is the understanding of most businessmen on the victory of the terminal.
Future competition is a breakdown
Home textile companies are currently in the process of staking. Fu Anna, Luo Lai and other industry leaders have adopted the channel mode of franchising since the 1990s, but in the past, more are the mall counters, and chain stores have only become scale in recent years.
There are two major trends in the future development of the store model: First, the store will develop to third-tier cities and even fourth-tier cities. Take Luolai as an example. At present, the number of Luolai stores has reached about 1,000. According to the development trend of the clothing industry, once the number of a brand-name stores reaches 800, the layout of the second-tier cities has been completed, and the space for further expansion is not big. Therefore, future stores will expand to third- and fourth-tier cities.
Another trend is the increase in the proportion of direct sales. Regardless of Luo Lai, Fu Anna or Meng Jie, in the 2010 plan, the direct system construction will be the focus of the company to further expand the terminal.
In the past, sales of Rollei direct stores accounted for 10% of total sales, and this proportion is now increasing. The sales and profit margin contributed by the Fuanna Direct System increased year by year. Not only did the sales increase from 40% to 46%, but the profit margin increased from 47% to 54%. The profit of the direct operating system even exceeded. Join the system.
With the development of the chain monopoly system, the focus of future home textile enterprises will be transferred to terminal management. As the process of staking around is coming to an end, it will become unrealistic to continue to expand the brand influence by seeking quantity. The competition focus of specialty stores will gradually change from quantity competition to quality competition, and enterprises will seek development in operation management.
Seeking innovation in operations
Just as many home textile companies racked their brains to balance the relationship between franchisees and direct-operated stores, some companies have taken a different approach and sought a new terminal model to create a broader space for their own development.
In mid-August, Mingchao International's first terminal training class was held in Chengdu, Sichuan. The general manager of the region and the general manager of Mingchao Home Textiles Sichuan Marketing Center, Shangguan Zhengwei presided over the opening ceremony. Nearly 70 people of the company's affiliates participated in the opening ceremony. Training.
The Sichuan Marketing Center, which is responsible for Shangguan Zhengwei, is the first example of the implementation of corporate operations in the general agents of Mingchao International. It has created an advanced terminal marketing management model to fully establish terminals for all major regions in order to realize Mingchao International. The company's operational mechanism provides valuable experience.
So where is the advanced position of the Shangguan Zhengwei terminal management model? What is the corporate operation mechanism? With these questions, the reporter interviewed Shangguan Zhengwei.
According to Shangguan Zhengwei, there are currently two models of domestic textile distributors: one is the agency model of direct-sale stores or franchise stores, such as Luolai, Fuanna, Mengjie and other first-line home textile brands. . The other is a provincial-based agency model characterized by Mercury, Mingchao, and Southern Home Textiles.
Shangguan Zhengwei pointed out that the Sichuan marketing center he is responsible for is the general agent of Mingchao Home Textiles in Sichuan Province. Most of the provincial general agents are now family-run business models, similar to a logistics distribution center, receiving orders. Delivery, his marketing center is different:
First, hire a professional manager with high salaries to take charge of the company's overall operations. The second is to set up a marketing department. They set up marketing departments according to different regions, and regularly train each department, covering all aspects of home textile marketing management such as home textile display, product promotion, and store management. The third is to organize large and small training meetings every year, including annual summary meeting, promotion training meeting, shopping guide training meeting and group meetings of big customers. The fourth is to establish a business development department. This department has had many cooperations with large enterprises such as China Mobile, and has achieved some results in the group purchase business.
Shangguan Zhengwei pointed out that the so-called corporatization operation mechanism is simply a marketing department established by a home textile enterprise in a certain province. The supporting facilities of the marketing center of Sichuan Province are comprehensive, in order to attract more franchisees from Sichuan to join.
Shangguan Zhengwei told reporters that since the company changed its terminal in 2005, it has developed very rapidly and gradually separated from the wholesale market. With its own office building, the company has recently built a new factory and put it into operation in December.
He pointed out that after the completion of this factory, in addition to not producing, the business will cover all aspects. The factory has an independent office building, warehouse and distribution center, as well as a 10,000 square meter exhibition hall, which is the first in the local area.
Floating Stairs make a stunning use of space. The sleek, soaring lines of the open riser are a hallmark of modern stair design, and they`ll make your room feel open and light. Custom-designed and built completely up to code, these single stringer stairs will last for years to come.For commercial and residential applications our custom floating stairs will add value to your property and also become a beautiful visual work of art. Maybe you are just tired of your old traditional look and are looking for a clean modern aesthetic. Whether it is a new build or an existing property that you plan to renovate. Now is your chance to build a staircase that makes a real statement or, you might be tight on space and an [open concept" floating stair is just what you need to allow light to shine through from adjacent windows or adjoining rooms.
Floating Wood Stairs,Wood Floating Stairs,Modern Floating Stairs,Floating Stair Treads
HOPE IKEA , https://www.hopelkea.com