Product Strength Is The Foundation Of Brand Development.

Products that franchise brands, especially

The quality is basically good.

For a long time, the author has been paying close attention to the franchising industry and found that their products or service quality are generally not bad.

In other words, the physical basic quality of products is not bad.

There is still a lack of product selling and value-added services.

We can see that the 7 days, fast 8, family members, Han Ting, Mo Tai, GreenTree Inn and other other princes in the Fasthotel industry did not clearly convey the obvious difference in their products in the process of killing.

The same as duck neck, Zhou Heiya, Jing Wu, long time, no taste, we also can not hear manufacturers to publicize the characteristics of their products.

Although there are some obvious differences, manufacturers have not been able to effectively extract and disseminate them.

I believe that even in the same industry, different manufacturers will provide different products or services.

Maybe it's just a slight difference in a process, maybe just the difference of a service, maybe just the difference of appearance or packaging, maybe a certain peer is really not the same, but it has a great influence on consumer decision making.

These can be products or

The selling point is one of the most important factors that constitute the product force.

In such an era of homogenization, consumers must give consumers enough reasons to reduce the paction costs of consumers and prompt them to plan quickly and decisively.

There are differences between products and services provided by different stores under the same brand.

For example, the taste of the duck neck in the same city and different Jing Wu duck neck shops is obviously different.

In the KFC of different provinces, I feel almost the same flavor.

In the field of service franchising, this problem is more obvious.

I used to experience different services in the eight horse tea industry in Shenzhen and Guangzhou.

The introduction of the product and the introduction of the brand are obviously different from the salesperson.

Join in entities such as

In the field of urban beauty and so on, the product difference will not be so great. However, the reception and service of the shop assistants are also very different.

Good product strength is the foundation for the success of chain brand.

Manufacturers should refine enough selling points for their brands, and strictly standardize their products or services, keep repeating them until they are embedded in the hearts of every employee and franchisee, and eventually evolve into a daily habit.

On this basis, it is healthy and sustainable to quickly copy franchising stores.

Although standardization seems simple, it is an insurmountable gap in the operation of many manufacturers.

To repeat an ordinary thing 1000 times or 10000 times is a great feat. It will burst into endless magic.

McDonald's and KFC are examples of this.

Not long ago, media exposure of "quality gate" and "Jiangnan oil storm" in the south of Guangdong Province were undoubtedly a blow to the chain brands that are seeking rapid expansion.

In the process of opening a store at a high speed, the quality and unified standard of the product must be maintained. This requires the brand operators to carry out many small tasks patiently and strictly manage and supervise them.