How To Prevent Fashion Franchisee From Joining The Fashion Brand?

　 The franchisee should guard against the trap of money.

One industry believes that most entrepreneurs choose brands when they choose to join the brand. They look for brands through advertising or clothing shows, and discuss brands through exhibitions or reading promotional materials. But the actual situation of the brand is not a few pages to join the manual data can be clear, if not in-depth study, franchisees are likely to suffer losses.

Compared with the traditional way of opening stores, franchised brands have the entrepreneurial advantage of "under the trees and enjoy the cool". Franchisees can start businesses on the mature brand platform without having to spend time and effort on Market Research and brand promotion. For entrepreneurs who lack entrepreneurial experience, they join the brand. risk Relatively small, making it easier to succeed. But this is also becoming a way for some enterprises to "attract" franchisees and take the opportunity to "cash in".

"Now many garment enterprises, coupled with a considerable profit in garment business in the past few years, made some new fashion brands and franchisees more impetuous." Deng Siyi, managing consultant of Kajie consulting (China), believes that some of the franchisees are eager to start their own businesses. They only rush to sign up when they look at some publicity materials of the enterprises. When there is a dispute, they discover that the brand headquarters has no terminal management capability and experience at all.

Mr. Li, a franchisee in Beijing Tianya mansion, said: "these" money making companies "generally agree that the more they join, the better they will be. The franchisees are always welcome. They always rely on investment to earn money from franchisees, while ignoring the fundamental product quality, network channel management and brand sustainable development.

As one of the main marketing modes of garment enterprises, franchisee is an important means for garment enterprises to expand the market at low cost and high speed. However, part of the blind development of franchisees, investors are called "money trap" small businesses are also mixed. An expert told reporters that most of these enterprises are weak in strength and poor in operation. The purpose of developing franchisees is to rapidly expand the market by using the funds of the franchisees.

According to one industry insider, because some policies and regulations for franchising in China are not yet perfect, franchisees often have to "eat yellow lotus and suffer hardships" when they fail to fulfill their commitments.

　 The key to choosing a brand is to know yourself and know it.

Faced with uneven investment enterprises, garment marketing expert AI long Tao believes that franchisees should be vigilant and prudent in investing.

"A lot of franchisees have blindness in choosing a distribution brand." He said that shopping malls are like battlefields, only if we know ourselves, we can win. Before investing, franchisees should have a clear understanding of themselves and analyze their strengths and weaknesses, including experience, personnel quality, local relations, marketing skills, and financial strength. If you want to clarify your market positioning and strength, you have different conditions to choose brand.

He believes that powerful brands in the selection of franchisees, will generally undergo screening, inspection, if Franchisee If you don't know anything about the market and have a smattering of sales and marketing, brand headquarters will also consider whether your strength and level will have an impact on the brand image. So, in general, big brands are strong, manufacturers. interest Relatively stable, long-term, can give franchisees more stable profits and safer psychological feelings; small manufacturers, although giving franchisees a higher profit, but at the same time, the risk of operation is greater. Franchisees must weigh the advantages and disadvantages carefully and choose franchises according to their own business strength.

"Nowadays, the brands on the market can not be attracted by appearances, but should not be deceived by the enticing conditions of joining. They should know more about the strength of the brand and the quality of the relevant products, and the quality of the personnel. Investment Return cycle and so on, go to headquarters and its franchisees in person to collect first-hand on-site information. AI long Tao said that only through a number of surveys, inspection, certification, franchisees can find economic benefits and sustainable development of clothing brands.