The Secret Store Is The Most Successful Company. Seven Days To Win The Store.

< p > Li Ping is not a boss, but a master in opening a store.

Li Ping was so named because he helped many people open many stores, and no one in the store he opened for others was unsuccessful.

At least so far, these franchised stores are doing well, and business is booming.

So I went to Li Ping with a kind of mentality of asking for a week to understand what he had done before opening every store.

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< p > < strong > 1, < a href= > //www.sjfzxm.com/news/index_c.asp > investigation > /a > like chess bureau new < /strong > /p >

On the first day of P, Li Ping took me to a chess game.

He said, you see, everyone here is a chess player, and each has different tricks to meet his opponent here.

You see that each of them is very cautious, not that they are not good at level and slow thinking, but that they know that "one move is careless and the whole game is lost".

In fact, the same is true for a franchised store. For any businessman, careful and careful market analysis is essential, especially for franchised stores.

This is because stores often sell products of a specific category or for a particular consumer. Once the analysis fails, stores will face the situation of drying up customers, and they will also face the danger of "one move is careless and the whole market is lost".

Therefore, the first step in establishing a store is to do a good job of market analysis so as to make full use of the rapid development of China's market economy as an opportunity to play a role in its own market segments.

For example, we should identify and understand the common situations that we and other peers will encounter. Then we must go deep into the market situation and find out our own unique situations.

Only after detailed investigation and analysis of these problems can we decide what kind of stores we should open and how to open them.

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< p > < strong > two, positioning as the main stage is clear, < /strong > < /p >.

< p > second days, Li Ping pulled me to see the song and dance performance.

I asked, "show me the meaning of the performance. I came to ask you for advice, not to accompany you to the performance."

He said, yes, we are discussing another problem today.

You see, there are singing and dancing on the stage.

No matter who is singing or dancing, not everyone is the protagonist, but others can only play the supporting role.

Why? Because each of them has different strengths and different strength, so they can only play their role in the stage.

Shop owners also have to find their roles according to their strength, otherwise they will be driven out of the market without mercy.

The role of a franchised store can be as follows: market leader, market challenger, market followers and market vacancy.

When the market positioning, stores can be successfully entered the next step of analysis and operation.

Of course, in the selection and distribution of products, there must be a distinction between primary and secondary, and it can not be swept away by the supporting role of some products. Safflower also needs green leaves.

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< p > < strong > three, doing market as star arched month < /strong > < /p >

On the P > third days, Li Ping took me out to the market and stroll the streets.

We finished the electronic street and went to the fashion ladies' street.

In an electronic street, Li Ping asked me this question: how about opening a fashion store here? People here are very fashionable, and they also like clothes very much.

But obviously not, because there is no atmosphere of clothing industry here, a clothing store can not become a climate.

But the business of opening a small specialty restaurant is definitely good, because when you look at something you want to eat, you find it hard and run far away to bring a bowl of noodles back to eat.

When we went to fashion dress street, Li Ping added, "the same thing is true. Opening a computer store here will not be a good business. Although they all have the need to use computers, they would rather buy it in computer city or buy it nearby.

Why? This is the "business circle".

Generally speaking, the scope of sales activities of franchised stores usually has certain geographical boundaries, that is, relatively stable business circles.

Due to the differences in commodity, pportation, location and scale of operation, different stores have great differences in the size of their business circles and their business circles.

Selecting business circles is the basis for reasonable location of new stores. It not only helps formulate business strategies, but also helps to formulate market development strategies.

Successful application of business circle strategy can lay a solid foundation for franchised stores, enhance the image of exclusive stores, create and promote specific needs of customers, and establish a mutually reliable relationship with customers.

Of course, using the resources of the business circle to make the business to the customer's heart and let them be willing to become a repeat customer is the fundamental reason for the strategy of the exclusive store business circle.

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< p > strong > four, complementarity and reciprocity is the trick. < /strong > /p >

Less than P, fourth days, Li Ping took me to do more detailed work: exploring competition.

Our presumptive shop is a clothing store.

So we went into fashion ladies' street again.

We walked and watched.

Li Ping said: the founder of any store is analyzing the business circle and investigating the competition store, and thoroughly analyzing whether the store has the negative effects of being close to each other because of the same commodity content function, and whether it can increase the attraction of the region through mutual cooperation.

For example, clothing is also the same in terms of product functions, but not in terms of added value, so we can take measures after we find out the situation of competitive stores.

Generally speaking, when we explore the competition situation, we should thoroughly visit the basic factors such as its business area, < a href= "//www.sjfzxm.com/news/index_c.asp" > commodity category < /a >, the number of employees and hospitality skills, and then find out their advantages and disadvantages through comparison.

For symbiotic shops, we should see if we can further develop new demand goods.

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< p > strong > five, "Tian Shi" and "/strong" < /p > "

< p > fifth days, we finally entered a substantive stage of work, that is, the choice of exclusive store address.

Why is this stage of work substantial? Because once the address of the exclusive store is selected, it is necessary to extract the renminbi. Once the renminbi is taken out, it will not be possible for you to change your mind at will.

Therefore, in the stage of work, we need special caution, and we should be good at catching the opportunity, otherwise the good storefront will be robbed by others.

Until today, I realized that the purpose of analyzing business circles is to choose the right store locations.

Proper store location has a significant impact on the sale of goods in the exclusive stores.

There are even people who focus on the importance of store locations by "location, location and location".

The specific location of the exclusive store determines the quality and quantity of the customers and determines the sales volume of the exclusive stores.

The proper location of a store means an advantageous geographical advantage.

In the peer shops, the advantages will be most obvious when the scale is the same, the commodity composition and the service level are the same.

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< p > < strong > six, Strategizing the final tone, < /strong > /p >

On the sixth day of P, we did not go out, but stayed at home and discussed things.

Li Ping said: the focus of our discussion today is to find the selling point of the franchised stores.

The characteristics of the franchised store decide that it is different from the general retail store. It has fewer types of goods and may even be "monotonous" and "extreme". Its < a href= "//www.sjfzxm.com/news/index_c.asp" > business scope < /a > is also relatively simple.

Even if there is a strong ability to operate and a lot of money, it will be futile to choose products that are in decline.

If you choose to disagree with your interests, you will continue to feel pain every day, and you will fail.

On the contrary, if you choose the products of growing season and your own interests, the chances of success will be greater.

At the same time, according to their own specific conditions, we should bring into play the specialty of the exclusive store, combine with the management characteristics, take the management characteristics of the key commodities as the main content of the business scope, and maintain the proper proportion of operation, and form the characteristics of the enterprises.

Therefore, after a day's discussion, the result is: we regard "joy" as the selling point of a franchised store.

The reason for this is that our children's clothing stores must be different from those children's clothing stores with the same pattern of big red rhubarb.

More importantly, whether they are children or their parents, when they feel happy here, they will like it here. They will like these clothes and enjoy these clothes, and they will act next.

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< p > < strong > seven, everything is ready to be opened, < /strong > /p >

< p > seventh days were arranged very well. Everything that needed three days had been digested in one day, because Li Ping was going abroad soon, and he had no time to give it to me again.

The three aspects of shop facade design, store window display and promotional activities must be planned before the store opens, and the design and production must be focused on the selling point of the store.

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< p > first, the facade of a shop is undoubtedly like the importance of a person's face to the image of a person. For the outstanding part of his image, he must go one step at the same time.

Our facade design calls for deliberate novelty in the context of considering the characteristics of merchandise and customer reception, displaying personality with "joy" and striving to make a good impression on customers. That is to say, it is necessary to have a sense of beauty in spirit and to meet the needs of people in reality.

Secondly, in the shop window, we create many lovely exhibition images with the theme of "joy", so that everyone who walks through this window can get a feeling of "joy".

This is called window shop.

In Li Ping's view, for the exclusive stores, the emergence of mass media has not weakened the role of window advertising and attracting customers, nor has it replaced it.

With the strengthening of market awareness, the role of advertising has become more and more important. Advertising campaigns of various media are also in the spring and Autumn period and the Warring States period. It is hard to prove which media is replaced by which media.

The next step is to plan the publicity activities at the beginning stage of the franchised stores, and to plan carefully before opening up, so as to get more results with limited resources.

The shop promotion campaign plan is through the set up of the store business policy, and with the specific business strategy, all activities before the shop opening. Therefore, the contents of the publicity activities include the opening date, publicity theme, publicity slogans, publicity period, publicity focus, shop opening activities, media application and commodity planning coordination, so as to create the "happy" image of the new store.

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< p > of course, in addition to Li Ping's seven day trick, normal shop decoration, office supplies preparation, printing production, signing of various business documents, recruitment and training of employees must also be put in place. These are necessary for the successful opening of a franchised store.

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