One, are we to want to do a business or should become terminal dealer after all?
If we just do a business, so the thing that terminal inn is agency. Our enterprise finishs a representative only, perhaps make enrolled business to go. Our advocate course of study stresses good product quality on one hand namely; Do good advertisement to advance namely on the other hand advance with sales promotion, give terminal agent or agency with strong support. On this foundation, if our set up shop is a prototype store only, enrol business in order to go to the lavatory.
If our set up shop, should we evaluate us to have such cloth to nod ability above all? This is to show capital supports, next, the result that we want to evaluate this kind of inn how? Where can you popularize a gender to be in again?
2, if terminal brand shop can finish what network position is sure dispute often makes money. Theoretic say: Who had 21 centuries terminal, who had world money.
For instance abroad channel, the one class agency that is channel orders goods to foreign trade enterprise or entrust an enterprise to be run with OEM form directly, these are abroad how is one class client divided annul, where does cent sell, enter what terminal, their key client is who, these channel depth problems, did not concern basically with foreign trade enterprise, also be control overseas in hand of one class client. The Bobby baby that so our country produces is exported with the price of one dollar abroad one class client, and 8 dollars sell on American terminal market. For instance KAPPA achieves sales revenue 8 years after network position of China is finished 41 100 million.
3, why does Qu Chen succeed?
1, abundant capital support, a when regard as and write down Huang Bu, capital does not have any problems, more what is more,the rather that site construction is to need a large number of capital to carry out. In this respect a lot of enterprises adopt diversity to drive, resemble and write down Huang Bu to still managing telegraphic, dock, estate at the same time. Of our Hunan appear on the market company step by step excellent city chain, also begin to cut estate likewise, encircle the ground to build a house in beneficial this world again recently.
2, steadily advance
Qu Chen is Li Jiacheng and a company that remember Huang Bu to fall, the site spreads all over a whole world. But the promotion that is in China is pushed steadily however. April 1989, qu Chen opens the first store of inland in Beijing. After this 18 years, qu Chen is all the time ” idle front courtyard strolls ” development mode, be in what Chinese Guangzhou spends new store to open business as Qu Chen to June 6, 2006, qu Chen achieved 1400 in door inn gross of the Asia, had broken through 200 in the door inn gross of mainland. The development according to Qu Chen plans, submit official family name this year oneself brand breed will increase 700 kinds, company of Qu Chen China builds content to shed a center even, expand or upgrade the development that so that be future,original other people sorts a center lays solid foundation. Additional, qu Chen develops the strategy native landly in China also will rapid permeate to second line city, ensure 2010, qu Chen counts the scale that reachs Home L000 in Chinese shop.
Qu Chen is a supermarket nevertheless, if according to at present domestic mode, if be measured from area and kinds or types of goods, qu Chen joins a community even medium or small bazaar supermarket not as good as. However a fact that does not dispute is, it is creating myth of sale outstanding achievement ceaselessly really. This lets a person really unimaginably queer, but, careful research rises, we find out its successful secret Ji not hard.
3, distinctive operation law
It is very meticulous that the sale gimmick of Qu Chen can say and have distinguishing feature. For instance for more convenient client, qu Chen that is cause client with the female reduces the height of goods shelves 1.4 meters from 1.65 meters; Individual of every Qu Chen nurses inn all differentiates clearly for different sell goods area, goods put into different categories, put orderly, facilitating client chooses; In commodity display a respect, qu Chen pays attention to its immanent connection and logic, by cosmetic, protect skin to taste, hairdressing things, protect hair things, fashionable things, the classification of medicines and chemical reagents is put orderly; Qu Chen still classifies area to roll out different new product and sales promotion commodity in what differ, let a client there often is new discovery inside inn, arouse the client’s interest thereby. Divide this beyond, qu Chen still has a powerful healthy and advisory team, include full-time apothecary and supplier to be stationed in delegate of inn sales promotion, they offer those who maintain healthy life freely to seek advice for the client with the proposal; Qu Chen displays information express delivery inside inn ” protect skin easy ” wait for all sorts of individuals to nurse data manual, offer all sorts of skins freely to nurse seek advice; Of bar of medicines and chemical reagents ” healthy bosom friend ” the data is exhibited frame provide all sorts of health care method of nutrient allocation and disease precaution treatment; It pursues computerization plan actively still, use system of advanced retail trade management, rose to order goods with the efficiency that deliver goods. Such a variety of, can let consumer see, bending what official family name cares is the sale of commodity not just, pay attention to pair of clients to show consideration for careful consideration more, showed its adequately ” the individual nurses ” characteristic serves.
In the final analysis, a magic weapon of get the upper hand of of Qu Chen depended on it holding the management principle of 4 respects:
⑴ . The business of thematic type super- atmosphere:Fore-and-aft intercept target consumes group of medium one share high grade client, transverse make choice, do fine, make market of whole goal client. Bending what place of official family name advocates is ” healthy, beautiful condition, happy ” management concept, the young woman that the lock reachs 18 years old 35 years old surely is consumed group, dedicated nurse at the individual manage with what health care tastes.
In the product that sells in Qu Chen, medicines and chemical reagents is occupied 15% , cosmetic reachs the things that protect skin to occupy 35% , the individual nurses article occupy 30% , the rest 20% it is product of food, hairdressing and garment are acted the role of article wait. But scale of this kind of product does not mean Qu Chen the product of sale of the place in every inn very much the same. Qu Chen is met a sector of an area with different basis, plan the distribution of the decoration inside inn and product, accord with the habit of local client and demand as far as possible. Accordingly, in elegant shopping environment, consumer can witness the acceptance of tall qualitative low easily not only, can combine from its unique product more in, the as synchronous as the world shopping surprise that experiences Qu Chen is offerred solely.
⑵ . Specialization concept of purchase and sale:Qu Chen basically accuses those who beg is vogue and health, basically implement form of unified door inn in the shop of each district so, unified purchase, replenish onr’s stock and unite those who carry out business management to run technological process. Many woman customer walk into Qu Chen the biggest of the quality that experiencing is the atmosphere inside inn, business personnel, commodity display and the appeal of commodity.
⑶ . Have brand strategy oneself: Fellow of Φ of Lei of of oxime of of cough of raw meat or fish carries delicacy of border to knock Ji Mao of border of of G of cease of Zhang of atmosphere admirable to closely question choke of border of Tang Fan of of Mu Huo Suo dips in of of leech of of model of billabong Xin embeds afterwards of eat of Yu of to bang post is troubled by , include dew of distilled water, bath, shampoo to wait a moment.
Mastered solid advanced position to produce resource, the information that submits official family name to be able to consume terminal the market feedback to produce a business to upper reaches for a short while, adjust commodity ceaselessly then. Choose to pack from the raw material of commodity, till the capacity fixes a price, every link is the demand from consumer sets out almost, the kinds or types of goods that offers consequently resembles is to be cause client to measure a body custom-built and general. Even if be a bottle of distilled water, it is modelling or color no matter, what can see Qu Chen and other product is different.
Set out from the angle of consumer just about, qu Chen always goes in front of others it seems that. According to cause client group fixed position, qu Chen put forward ” the individual nurses ” concept. By right of its accurate market locates, qu Chen ” the individual nurses expert ” identity development popular feeling, so that people mentions Qu Chen to think of ” the individual nurses expert ” , this shows of its brand force one spot.
4, the product has enough abundance to spend, qu Chen individual nurses the product it may be said that inn manages is all-embracing, come from more than 20 countries, cosmetic, medicaments, individual nurses card of things, fashionable decorations, candied, intention reachs gift to wait for 25 thousand kinds, main component is two parts: It is to bend official family name to start a brand oneself, have cosmetic kind nurse with the individual wait with category; 2 be other trademark nurse things, bao Jie is absent a few, still have the beauty Bao Lian, elegant fragrant also set shop inside inn. Of course, the product also is to be a lady to offer not only, the food that all sorts of abroad produce formerly is enough also make man deadbeat big fast a cheek.
The characteristic with Qu Chen the oldest product is to communicating 3 old management concepts everywhere. Medicines and chemical reagents and health care taste reservation to wear the characteristic since starting shop, advocate ” healthy ” ; Hairdressing beautifies hair reach nurse things holds proportion the biggest, sort is the most various also, expression is worn ” beautiful condition ” concept; And particular gout fair young animal and candied high-quality goods are delivering upbeat life mood. Read aloud to cooperate this 3 Dali, on the goods shelves of the company, the counter has a few lovely signs with the metropolis on shopping bag, “Heart ” , ” lip ” , ” smiling face ” , give a person with sweet, happy, interesting feeling.
5, its also depend on strategy of research of brand fixed position, shopper, category and shop successfully carrying out etc.
Who did Qu Chen lock decide?
What is the first pace that marchs toward success of medical makeup inn? A lot of course of study person it seems that more apt medicine the sale of makeup inn and battalion carry technology, looking for exact customer to locate however just is the first pace with medical makeup successful inn. Who is the cause client of Qu Chen? Surprising is, qu Chen wants every year to cost 2289 yuan to be used at client survey on this task, accordingly, all sorts of features that Qu Chen understands place of its cause client to have very much.
Bend the cause client of official family name, it is 18-35 year old female, the 70%; that takes Qu Chen passenger flow probably their educational degree is; of record of formal schooling of high school above its profession, 25% is a student, 47% it is a staff member, 28% it is they belong to other personnel; in good-paying, individual income exceeds 2500 yuan every months, domestic income exceeds 5000 yuan every months, nurse in the individual and healthy health care tastes consumption to go up every months to exceed 470 yuan of; to look from consumptive mentally, they are belonged to preferential the person that use and innovate, the product of the product with willing new try out and individuation, seek pertinent new product information actively, with understanding a product better.
Because bent essence of official family name to master each feature of the client to reach definitely,consume psychology, cause them to be able to choose Qu Chen, is not to go supermarket and general merchandise bazaar. Those who not allow to ignore is, the exclusive product that Qu Chen has also is a magic weapon that firmly lock decides these clients. For example, consumer thinks of Qu Chen, what brand to think of above all?
The answer is TBFF category certainly, this is Qu Chen innovation and exclusive product. Qu Chen is merchandise component 3 kinds: TBFF category (To Be Famous for, with this famous) , core category, opportunity category.
TBFF category is the fascia category of Qu Chen, include to have a brand oneself, protect skin to taste, the hair nurses article, replenishers of vitamin, nutrition. These category give special seat in shop, still can provide the information information besides breed and deepness service, be opposite in order to deepen a client the acknowledge of category. The main profit that TBFF category also is Qu Chen contributes a point.
Core category, include to wash bath fluid, man to nurse, oral cavity nurses, woman sanitation, scar nurses, electric equipment of the goods of medicines and chemical reagents, family planning, product that shield an eye, hairdressing, these are to consumer must sexual category.
Opportunity category, basically be to point to convenience sex or seasonal part, mao Gongzi of candied product, textile, wool waits.
Cosmetic and so on is in Qu Chen is a kind of more special commodity, its part still is in TBFF category and core category between, because be in home, the cosmetic brand of the first a group of people of same interest forever the first choice is general merchandise bazaar, is not a supermarket, so the cosmetic of Qu Chen basically is second line brand, because this category still cannot be put in TBFF a group of people of same interest.
Have the successful recipe of the brand oneself
Bend what official family name succeeds to have brand all along oneself by industry place take delight in talking about. According to statistic, 17% what Qu Chen occupies whole to sell about from the sale that has a brand, if the skin nurses,the sale of 40% comes from category to have a brand oneself, sanitation nurses category is more be as high as 50% occupy than. On the whole, 40% what take Qu Chen gross profit from the profit contribution that has a brand. In the digital backside that a string of big Ling Renyan admires, the reason with Qu Chen successful is not his the profit space that has a brand oneself has how old, also did not expend too much energy on cost control, cost much money investment to be in however oneself brand marketing goes up.
The successful element end that Jiang Yixi has Qu Chen the brand oneself is at 5 o’clock:
The first, in shop preferential display. In the shop of Qu Chen, have a brand oneself display specially frame and put in clear position;
The 2nd, use successful market and sales promotion activity, will build what have a brand oneself through all sorts of communication channel be good at the authority with the United States. For example, qu Chen passes seasonal catalogue item introduction to be tasted newly, in the meantime, qu Chen is placed inside the placard of every month put foldout, brand of Qu Chen key offers in the meeting in all foldout, the circulation of terminally placard is in commonly 1 million go to 1.5 million. In the meantime, qu Chen also has special new product brochure to extend in shop consumer.
The 3rd, intense brand resource. “Qu Chen hopes his brand has built very authoritative position in target consumer, consumer of Qu Chen hope inspects it to be ‘ Bao Jie ‘ , is brand of a shopkeeper not just ” . Quality is the first element that makes a brand, qu Chen can be in Hong Kong its are recommended to have a brand oneself in famous and fashionable magazine, return the brand that can invite authoritative expert to recommend his, have the quality of the brand and authority oneself with card of ancient bronze mirror.
The 4th, the value on high quality foundation feels. Normally, qu Chen is met related to cause client ” young ” , ” successful ” person the feeling that waits for a feature to inspect a product appeals to beg, these features are permeated try to publicize in commodity affection value.
The 5th, novel product holds the customer that has innovation idea. For example, qu Chen can let the popular product that they like client try out, extend freely in shop, even if organic without shopping consumer meeting is used,let, still can increase chance of new product exposure.
VAS concept
What is just the main factor that shadow client shops? Qu Chen has been done for this in the light of the 18 shopper survey to 40 years old of females, they conclude: The service of the shopping environment that Song Tang returns shop of? of the guest that be troubled by persimmon and employee and how-to, it is the main factor that affects their presence store.
According to survey result, qu Chen advanced the idea of shopping environment of a VAS, give a client a satisfactory shopping environment to offer, let a client face more flashes of light preceding an earthquake shop in the future, more can be consumed in shop.
What is VAS? Actual the abbreviation that is 3 words: Pleasant has?Visibility) , buy a gender easily (Shoppability) , authority (Authority) (see a picture one) .
The client sees whole shop structure through clairvoyant sex in the doorway, a lot of commodity attract them to enter store, shop is offerred seek advice relevantly to serve customer better, make the client is reached buy intention. Through applying VAS principle, achieved a help to bend official family name to create the end of a your client’s more satisfied shopping environment, the class that also allows Qu Chen TBFF at the same time is more outstanding, then, the sale of shop also rises ceaselessly.
6, prep close behind sells the tactics of field greatly, all store open Qu Chen in commerce flourishing area, and prep close behind sells greatly, some opening selling greatly inside field, assured passenger flow thereby.
4, if be simple,imitate meeting ” picture tiger won’ts do turn over kind of dog ” .
All of us goes Qu Chen of Chang De has looked, also go ” Shang Wei ” had looked, after we saw Shang Wei, feel it is the directional development that considers Xiang Quchen, but did not master its marrow again, why? Because,be ” beneficial abundant ” big chemist’s shop is do drug chain to manage very successful medicine look forward to, entered countrywide drugstore to interlink 40 strong, also had the idea that tries water in new field: If Shang Wei can be done resemble ” beneficial abundant ” rapid in that way development, fortune cans be imagined. But the problem is commercial chain and drugstore chain have a the most substaintial distinction, it is drugstore it is indispensible to the patient, the patient is initiative, it is in anguish apace is searched. The purchaser that this and day change product and hairdressing to taste is big different, this is behaved not only in demand psychology, more expression is in of market environment different. Many latter market sale difficulty is consequently great, the use that for instance hairdressing tastes is very professional, it needs more professional staff to finish, resemble the choice of the cutaneous classification, method that nurse, category. And professional beauty parlour is acting as agent oneself brand. So Where is drugstore? Professional personage is the doctor of the hospital, the patient treats disease over the doctor, took prescription to come in drugstore, the medicine of the hospital has here, and return petty gain. But hairdressing is tasted is not so return a responsibility, above all, open you without hairdressing prescription; Next, the product of beauty parlour does not have certainly here; Thirdly, the petty gain that the product here does not compare beauty parlour certainly; Its 4, you nurse without major.
5, what is the purpose of our set up shop?
What is the fixed position of our inn? It is to do an example shop merely, still do N inn, expand outwards ceaselessly? The substaintial fixed position of our product had had — green is natural, what is the crowd fixed position of our product? Be to be aimed at layer of a certain age or all crowd? If be to be aimed at all age layer, with a kind of method feasible? If use a variety of methods, make fist of a combination namely, how is this combination fist hit? What is our channel fixed position? Be conventional device is business monopolistic still join in? How do we undertake the mining of more deep-seated face to the product? How to make compactly abstraction to product idea again, resemble ” not suffer from excessive internal heat drinks Wang Laoji ” same.