Directly operated, it has always been a sales channel for the powerful brand companies to “love†– directly in the big store counters or in the prime location to open a specialty store for retail. The channel management and control of the direct-operated model has given the enterprise a more systematic and complete vertical power and responsibility system, which has given enterprises more sufficient development momentum.
To join, the company licenses the service brand to the franchise store, so that the franchisee can use the image, brand, reputation, etc. of the headquarters to attract consumers to the consumer market. Moreover, before the franchisees join the headquarters, they will first pass on their own technology and experience to the franchisees, and assist them in their operations. Both parties must sign the franchise contract to achieve the goal of cooperation and win-win.
Enterprises to join or direct marketing routes, need to be considered comprehensively, especially some entrepreneurial enterprises, whether it is human, financial or material resources, can not afford to toss, a careless, full of loses.
Lack of loyalty of franchisees, forcing companies to self-operate
Joining brings "ant soldiers" to the company, but they lack loyalty.
It can be said that the original capital accumulation of many custom home brands is basically closely linked with the “franchiseesâ€, and the agents have in turn made many brands. As time goes by, the franchisees as middlemen are getting more and more profit, and the producers are harvesting a little hard money, but also bear the risk of rising raw materials and labor costs, as well as market and policy changes, but they are not willing to easily increase the supply. The price of goods, many manufacturers are quite unfair about this. What's more, some franchisees are willing to take the "stealing the dragon for the phoenix" method to damage the interests of the manufacturers in order to earn more profits. In front of the cruel market, there is no feeling at all, and making money is the last word.
Ou Pai can be said to be the biggest profiter of the franchise model, and the most complete franchise model. It can be said that without the franchise model, there is no European school today. Therefore, in addition to improving the current franchise mode, Europa is constantly exploring new models. In recent years, the wardrobes, sanitary wares, electrical appliances and recently launched wallpapers from Europe have been the new strategic measures of the European “big homeâ€, hoping to better maintain the loyalty between enterprises and franchisees through innovation.
As the market continues to change, especially under the impact of the financial crisis, some manufacturers seem to realize that the “direct mode†that maximizes profits is the “king†of development. Therefore, more and more powerful brands are improving their channel self-control ability, and through small-scale investment, in exchange for the controllability and competitiveness of future marketing channels, they have taken their existing channels back to their own, or by increasing Self-built stores and distribution centers to increase the proportion of their own channels.
"Channel change" to consider the strength of the company
However, while strengthening the direct channel, the company also realized that this road did not lead smoothly to "Rome." Zhibang may be the leader of the direct mode. It adopts the direct operation of the head office, branch office and site, and interprets different interpretations and definitions in the industry. However, the high cost brought by the network layout is also likely to cause serious scars to the enterprise. If a company wants to succeed in direct operation, its comprehensive strength is the key, including funds, personnel, services, management, logistics, etc., and the softness of each link may lead to the "arteries" of enterprises.
After several years of direct marketing, Zhibang may also feel the pressure brought by the direct mode and the pain of a single model. Finally, in 2010, it will open the door to attract investment, and hope to absorb the wound through joining. However, due to the reasonable layout in the past, Zhibang's road to investment is still smooth.
Therefore, in today's domestic brand companies, I believe that most people agree that the development of customized marketing ideas will depend on the strength of “joining†and “direct marketingâ€; The proportion of “direct operation†reflects the competition of enterprise strength in marketing management and comprehensive competitiveness.
After years of development, many conditions for investment promotion have changed. From single store location selection to overall image improvement, it represents every leap in the development of the industry. According to this, manufacturers should also actively look forward to deployment, take the initiative to control the favorable factors of the channel change, and take the lead in the changing market. The European marketing concept can be unique in the country, in fact, it is benefited from the "channel change" again and again. Therefore, improving the overall marketing management and control capabilities of enterprises, training the internal strength of enterprises, and increasing financing capacity are the necessary prerequisites for enterprises to achieve long-term development.
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