At present, the underwear industry is a sunrise industry, with the improvement of people's living standards, the requirements for underwear will be higher and higher, and promote business opportunities for underwear. Some experts even said: underwear is the last piece of cake in the apparel industry!
Milan spring is a very successful underwear affiliate chain, has been the development of an underwear franchise to the current more than 300 underwear franchise stores, the process experienced in the three or four markets have a certain representation. Milan Spring founder in the last year, an accidental opportunity to operate underwear interest, after a period of in-depth research found that the underwear industry is promising, it has a huge space for development, the pressure of inventory pressure is small, the goods market changes slowly, they decided to enter This industry. After a year hard work, from a small company developed to have two branches, an office, and throughout the country opened more than 300 chain stores, an average of every day there is a romantic season underwear chain stores opened. The following is from Milan Spring Wang Yu, head of network marketing to tell you about the company's operating experience:
First, a clear positioning
No matter what, positioning is very important. Open a lingerie company is ready to slaughter or do the biggest and strongest? Is the first-line market or take the second and third tier markets? These start-up companies have a clear position at the beginning, and then the next step in order to carry out specific operations. The romantic season was to take the second and third tier markets, serving the public group as the goal, that do the strongest to do. So, at that time, the underground mall with the most traffic flow of working-class people in China even opened two underwear stores, prime locations, double door and first-class decoration.
Second, select the goods
For consumers. Even the best shop, there is no good product can not be attractive, only good products are competitive. Because it is a comprehensive store, so the company to determine the goods to be adequate, there are warm clothing, shorts, socks, home pajamas, bra ... ... all kinds of underwear varieties everything.
Third, do a good job promotion
Promotions on the rapid increase in the number of franchisees to enhance the visibility of enterprises, as well as increase turnover has a significant effect, so do some irregular promotions is a necessary means of operation. However, it should be noted that the policy of clarification, that is, ordinary companies to join the policy to be relatively stable, the plain price, this promotion is only attractive when the introduction of the policy. Hold a promotion, be sure to prepare some specials and special products, these specials and special products only franchisee can get. These products are both competitive and consumer-friendly.
Fourth, advertising
As a business, many companies have their own outlets. Some companies started doing the direct sales stores, the business is very good, so satisfied, and then just wanted to do Direct, do not want to join people want to join in the end, do not know how to do their own business to do Fame, let alone spend money on advertising, there is no long-term perspective. To long-term invincible, playing the fame of the enterprise is very important. In our business area, as long as the underwear business, people often think of the first is the romantic season. Appropriate advertising is necessary. During the company's celebrations, holidays, and seasonal seasons, it can be used to build the potential of local television stations, online media, advertising vehicles, outdoor billboards and leaflets.
Fifth, expand the franchisee
Construction of customer resources can not be ignored, our business has collected more than 10 million customer information, these are potential customers, but not a small fortune. Merchants can continue to follow through these information to understand potential customer needs until the customer joined. In the franchise store, the company will arrange the supervisory will be free to join the franchisee for the franchisee to help franchisees to establish a member system, franchisees to enjoy integral points at the same time there will be benefits, such as gifts, discounts, cash back, etc. . Members of the company's direct sales stores not only enjoy the points discount, but also in the festival by 10% return gifts and other preferential treatment, the effect is good.
Six, network expansion
Business development to a certain extent, the company began to expand in all regions. 1 month later, the company rented a more than 20,000 square warehouse as a distribution center, mainly for the franchisee timely delivery service; 2 months later, the company hired international film star Wembley as the company's image spokesman; 3 Months later, one of the best stores in the area opened two stores, more closely understand the needs of consumers, the implementation of a unified cashier, the plain price, the overall business stable; 4 months later, the company widely advertisements in various media ; The first eight months, due to business needs, one after another in Guangzhou Branch opened; the first nine months, the company franchisees in all parts of the country exceeded 300. At this point, our underwear chain outlets in the local count is basically completed. However, not every customer consulted over the phone are suitable for the establishment of romantic season underwear chain. Because the lot is not good, not only will affect the brand awareness, and customer sales are not good, but also directly affect the brand's reputation.
Seven, management
The management of a lingerie business is not much problem, and the management of the business sub-regional management becomes very important. The subregional management should be planned, regulated, unified and distinctive so that it can be divided and dispersed, dispersed and indiscriminate, unified in independence, distinctive in reunification, and operated according to the needs of different regions The focus will be different.
Eight, risk control
There must be investment risk. If a company runs properly, less brain drain, there is generally no big risk. However, it is hard to say that many companies operate, so it is important to avoid risks. First, the expected value should not be too high, there is profit on the line. The second is to be cautious and can not be taken lightly. Third, we can not expand without limit and we must measure ourselves. Fourth, we must spend more time and spend more energy. Ruan Jihong romantic season that multi-store chain, the risk is high, the impact of large, flexible, competitive, of course, high income, so the most important thing is to manage well and control the risk.
In fact, the underwear business experts, who can, are numerous argument, but concerned about the three or four market terminal dealer is rare. Over the years, manufacturers are more concerned about the primary and secondary markets, often overlook the three or four markets - the consumer terminal. In recent years, with the intense competition in underwear production and management, the three or four market competition on a high degree, it seems that who occupied the market, who is the real hero. Therefore, the three or four markets also need to continue to explore the business, after all, the mature market norms still need to take time.
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