The Key To Brand Operation Is To Improve The Profitability Of Single Stores.

Ningbo Shanshan Limited by Share Ltd

Vice President Li Qiming

It is often said that we must win the battle and build the channel.

The most critical issue.

But in my opinion, good channel is important, but brand operation ultimately has to talk about the profitability of a single store.

First of all, because the franchisee is totally different from the franchisees who have been developing before, we directly put the franchisee before us.

For them, let them open shop.

But now we can't do that. We should train not only the franchisee itself, for example.

And terminal management, display and so on, but also to maximize their staff training into a part of our Brand Company; at the same time, its logistics, information flow and other elements must be all in place, indispensable.

Secondly, I think channel construction should be differentiated, and not all channels need to make money.

For example, some channels may not make money, it is an image display, but we can use this channel to develop other more channels.

That is to say, this unprofitable channel also has the value of existence; however, some channels must rely on it to make money.

Therefore, as

In terms of distribution, you need to know very well what channels can bring you economic value. What channels can increase your brand's added value? What channels can bring other public effects to you?

The key is to have to earn money.

This requires your positioning to be very accurate.

For example, yes.

The card is more suitable for sale in Yintai department store or Pacific department store, and shops like this do not make money; if you shop the same store in China World Trade Center, do not expect it to make money, but this China World Trade Center store may be a brand that should be opened because it is beneficial to enhance the brand image.

Besides, I don't think brands have high or low points.

From the operator's point of view, the most important thing about brand is whether it has commercial value.

In fact, every single one.

They all have their own space. If you can maximize their value, they are capable.

I admire some enterprises in the southern province. They have done a lot of scale.

However, they are also faced with the problem of how to optimize the channels.

If his single shop does not make a profit, that is, he has developed 2000 stores or even more. Once a house is closed, his brand can only become a shell.

about

For now, the development is very steady. Generally, we should take a look at the two step.

Shan Shan is different from some enterprises in a southern province. Some of them are mainly driven by advertisements, while others are doing well. Some brands are doing a good job as a whole, but there are individual regions whose single shop profitability is not particularly strong.

Now, the goal of Shanshan is that shops can open slowly, and franchisees can continue to develop with brands. They should grow together with this brand.