Not "Happy Valley Circle" bad. China's rapid economic development, reform and opening up 30 years to 200 years to complete the capital of Western history. China, in a concentrated drama of the West from the enclosure movement, to trade, to the Industrial Revolution, to the IT and bio-technology and aviation throughout the process. These are in a "started taking" the manner. "Happy Valley enclosure" is the strategic development of all sectors during the most gold, is the period of the rise of an industry, there are many, many opportunities, any enterprise, "started taking" stage, so long as to seize the opportunity, may become the industry leader.
Any one industry has experienced a rise and development of such opportunities. So how to measure whether the jewelry industry, there are still staking their claims of? Not exhausted horse, and say there is no time. True to the brand-oriented jewelry industry in China is just up. So, we can look at these jewelry industry: the adequacy of terminal competition, market segmentation has not formed, the brand value beyond the products have the physical attributes, whether to upgrade the level of competition, brand management is sound, whether the management level closer to international technology, talent pool is sufficient so that we can see the jewelry industry and is not, as many people say that as mature. Therefore, we need more good horse, but also need to continue strong run!
Measure of whether an industry over there, "started taking" strategic opportunity lies not with the eyes of the factory looked to the market, but consumers need to look to the surveyed brands. Will: There are several popular jewelry brand? Many people know that there Chow Tai Fook, Chow Tai Fook, but something inside would not know what. "Happy Valley enclosure" do not just say that franchise, even if done outlets, there are also "started taking" concept. This article is from a franchise point of view for the subject matter described. We can do the next survey: in Shenzhen, there are still many people do not know the water shell, but do not know a lot of water shell jewelry brand. The visibility of the water shell as Dafen oil painting village. Even as "triple Crystal Cultural Village." The number of domestic cities cities have our brand, as well as N number of second and third tier city? Jewelry industry really only a few years into the brand, the real brand has only just begun, so many people in China still needs the brain and the mind occupied how can we say not "started taking" mean? So, I still think that the jewelry industry need to "Happy Valley enclosure!" just to see how we run, how to get ring! or simply "Happy Valley Enclosure" on enough? Clearly not.
In the "Happy Valley enclosure", we have a lack, not perfect, that is "intensive." This is a jewelry brand development of the two brothers. Teams need to be divided into two: one for "Happy Valley enclosure", the other for "intensive."
If "started taking" things are strategic level, then the "intensive" is the management level. Attention to the details of the decision of success or failure. Ye Hao Wang terminal, channel is king, the one franchise brand is not the real source of profit profit goods, but rather the brand profit and profit. Therefore, from a management perspective, the ultimate need to implement the details on the implementation of the management system, the implementation of the training division of the teaching plan, the implementation of the training of personnel in the management of the implementation of the image, the implementation of the supervisory prosecutors in. Many of the early jewelry enterprises in the "Happy Valley enclosure" in the face of the "intensive" bottleneck. "Intensive" is the internal skills, enhance the soft forces, should stand in the implementation of brand management for details Department.
Unfortunately, many of our jewelry brand, within a few years when the franchise is covered all over the country, only the pleasure of joining efforts on continuing to expand, so the people behind you then not live, your customer service can not cope with all kinds of things. When you can not follow the late service, or can not meet the demands franchisee, the franchisee may well be another lap to go. Or directly around you purchase from other sources. This is the "intensive" does not do a good job!
No "intensive" and it will appear several phenomena:
A, the site increase, but less and less profit. Many jewelry brand the number of franchisees are many, especially the early expansion of the brand to join the business, but found that many stores will not be optimistic. With fewer late replenishment, always rely on the adoption of new companies joining the client to maintain profitability improved. If a new day is no longer joined, then it makes it difficult to maintain, therefore, leading to a result, more and more sites, but the company's profits rather fewer.
B, faster and faster, but later more and more difficult. Many brands reaction forces ahead vigorously develop the market, but the team behind the service can not keep up. Chain leading to the company's service disconnect. Any new stores opened, is a system service process, requires a lot of manpower and material resources. For the opening, daily activities, gifts and so maintained according to the actual situation. Fast, easy to lead alone in-depth, follow-up supply can not keep up, art of war committed outside the box.
C, to support more and more increasingly difficult to communicate with franchisees. With the homogenization of trends franchise more serious, all joined the policy after another, leading you to join the support of more and more business, but their demands are more and more and let the franchisees develop a habit, to find You want to support, not to be sold to the market. Usually Shi Jin shouted: do advertising, helping to advertise, to other homes as gifts to be sent to the refrigerator and so on. These led to a number of chief and brands are increasingly passive, led by the nose by franchisees, difficult to get out of this "cycle", hard from passive to active.
So-called "intensive" the fundamental goal is to franchisees from the chief and the performance to allow franchisees to market to return to the process. Why do we need "intensive", first, because the whole development of the industry to further escalation of competition, "intensive" is inevitable in competition; second, jewelry industry, is itself a need for "intensive" industries, in people's minds, minds which, jewelry itself is a very elegant, exquisite, heart work, renovation, sales and service need "intensive."
Therefore, our jewelers have such an attitude should be changed:
First, from the factory mentality, to culture, "intensive."
Any better taboo to say, the mainland has a lot of jewelry brands a factory mentality, always the way with the factory management to manage the brand and products. Repeated in accordance with the standard factory production process, is a static, single, rigid approach to management. The jewelry brand really is a dynamic, rich, personalized management. Brand's becoming a brand, because of its unique brand and culture. Such things can not be produced inside the factory. We need a cultural "intensive", the carrier of culture and roots in the training. So, first of all jewelry brand greater efforts in training. This we need to talk with some international direct selling company to learn that they do in training than we have to professional and sophisticated jewelry company, a lot of sales in China are growing up listening to their training. Training culture "intensive" basis, is way out. That jewelry industry, culture heritage and how to spread the culture of the so-called "intensive" refers to the corporate culture, brand personality based on values and behavior of employees under the criteria of refinement, to complete a kind of behavior from the ideological to the process of unification. Let your employees anytime, anywhere in the dissemination of your brand and concept are the development of your thinking and improve.
Second, from misappropriating state of mind, to the management of "intensive."
Chief and appeared in many sectors, the "swindling money trap." But the jewelry industry at present, there are no obvious "misappropriating phenomenon", but there are many brands, "misappropriating" mentality. What is misappropriating state of mind, is to first take up the management fees after the initial fee, nothing to ignore, and the late service and follow-up as decoration. Those "fancy" album and the text are some furnishings. Chief and not to strengthen the management of the terminal stores a term to fend for themselves. In fact, many jewelry companies would like to improve on the management, unfortunately did not have expertise in this area, here I must mention the international chain giant McDonald's, in fact, their management really are not many regulations, but the repeated duplication of how health day to clean up? many times, how many others have provided. Jewelry brand management needs a more simple, direct, landing in the "intensive." The so-called management's "intensive" to management, then the application of advanced management techniques and concepts to complete a professional sales staff, professional training, the most of their creative talents.
Third, once and for all mentality to the market, "intensive."
To return to the market, this problem should be the brand and franchisees chief and common problems. Chief and the interests of not just from the product to get, but to obtain from management. Looking good chain enterprises at home and abroad, chief and first and foremost a market expert knowledge of market dynamics, insight into the consumer mentality of store operations management skills are very professional. This is a market-based aspects of the "intensive." Chief and must be out of the mentality that once the market changes, the flow is changing, people are changing, the trend is changing, so you need to manage your professional and professional strategies to improve the profitability of franchisees and respond to market risk. So-called "intensive" because you more professional. You have to understand the consumer than the franchisee, marketing which stresses a "4C", one of the "C" is the customer, as the chief and jewelry brands to do well is a 4CC, that is "customer customers." Allows you to keep more active than the franchisees to adapt to market changes, to meet consumer demand, your stores to understand the market than the competition.
In the course of these changes, the most important is an idea, need our business from the "Happy Valley enclosure" to "intensive" upgrade, which is the industry's problems. As always in the "Happy Valley enclosure" of the chief and we need to come from three areas, mainly under the "intensive." In this way can get you a long circle, circle is maintained.
First of all, customer service and training is sinking.
Many have joined the department chief and brands, Operations, Management and Training group of departments, these departments are carried out around the services sector to join. What customer needs, go help him. However, we found a problem, very often, these departments can not really understand what customers want, like how the current market conditions? Competitors out what bills and so on. It leads to our service can not continue, and even waste a lot of time does not produce results, this phenomenon was evident in many companies. Therefore, we need training in customer service and sinking, the so-called sink is to make our end of the business development staff to have the customer service and training capabilities. Training is to sink the company every staff member has the ability and level of training, offices, subsidiaries, franchisees of the staff, who are required to have the level of teacher training and to create a strong training system. The training throughout the whole focus of our services. The customer service of the sinking is for franchisees and consumers to enhance the efficiency of the service and professional level. Only go near, even in place to service. There are two methods for a professional staff with the terminal in the market (or around the office), the other is for business people themselves have the service capability, through the way of operational staff performance appraisal system, improve customer service.
Second is the goal of the management-oriented and digital.
"Intensive" management is the goal-oriented and digital. No matter how your brand publicity stir, no matter how fancy your actions, ultimately to improve the performance of the core. Thus, in every quarter, every month, every day needs of quantitative targets. All sales and marketing are, and digital link. Establish this management thinking around the figures to improve management and training. Can be a good franchisee for relevant rewards and incentives for sales in general joined the business, we can enhance the views put forward for the franchisees with marketing problems, need to make correction to find the problem resolved quickly. Meanwhile, as the carrier of culture and brand, the right of each employee needs to target management, matching the corresponding performance evaluation. This will run through the entire career development process.
The third is to enhance modular terminal profits.
Can help to long-term profitable franchise. So how to end franchise profits, need to profit from the whole structure and the structure of goods divided up. Generally divided into four: conventional profit modules, high-profit modules, competitive profit modules, loss of profits of the module. For example, a bar inside: return module as a regular beer, wine and flowers as a high-profit modules, and next to the bar of competition meal as a competitive profit modules, the complimentary fruit plate as a way to attract customers as the loss of profit module.
This is quite clear, I should be where a profit. For different markets and competitors, and our franchisees to divide these four, it can provide the basis for the acquisition of profits. For example, a core product of thousands of gold as the brand faced a diamond-based competitors, so to design: the emerald as a routine profit modules, to 10 000 gold as a highly profitable module, the module diamond profits as competition, the Gold as a loss of profit module. Because of gold's own profit margins, strategic sense of loss to consumers more affordable prices, while gold prices pulled out of the 10,000 diamonds to become competitive profit module, specifically for rival bid, so the time and deal with more room for rivals. And their 10 000 gold is the core module can be used as a high profit. Profits to promote the provision of detailed data. "Intensive" Thought is a practical combination of franchisee sales management thinking. End result is to make profits modular franchisee profit can be expected, rather than unilaterally to imagine.
"Intensive" is a treasure, "started taking" results. Just up the jewelry brand is not the same as the capital like a black bear breaking corn, breaking off a throw one away. "Intensive" thinking for you from the "Happy Valley Enclosure" in "enclosure plate" to "circle people" and "ring sales." Into the consumer's mind space than into the franchisee's profit is more important. 2009 jewelry company, need to have an internal upgrade, not a rapid increase in the number of stores, but stores the steady sales growth. A brand of soft power is more important than the sensation of advertising. Where soft power? In the "intensive."
(Director of Planning Department of Sai Feier jewelry, WBSA International Registration Senior Business Planner, Fellow)
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