Six root cause chain toy store, "Ugly Duckling" Decline - Toy stores, toy sales, toy brand

Six root cause chain toy store, "Ugly Duckling" Decline - Toy stores

, toy sales, toy brand

"Ugly Duckling" is a once nationally known chain of toy stores, its predecessor was a toy factory A province. Like many grass-roots entrepreneurship as private entrepreneurs, "Ugly Duckling" general manager Yang Wu to have courage, courage, born of the business have a sensitive sense of smell. Yang Wu to good quality toys, low price, and sold in the market. Toy factory in his business in full swing when a master gave him to Return Weapon: Now that your toys sell well, why not open my own business, creating franchise brands?

With keen intuition, Yang Wu to think that one will accomplish much, he went to Beijing, Shanghai and other localities have done several good number of franchise brands. See the outside scene booming franchise, came back, Yang Wu to determine immediately the development of franchising. On the one hand, he invited the professionals to design franchise chain store decoration, unified identity, etc.; the other hand, he made a toy factory to develop new, specialized in franchise store to sell?? These new sales are not other places.

Just a few months later, in A province, the county-level cities, a group called the "ugly duckling" of the toy store quietly born. "Ugly Duckling" located in the 6-12 year old children, the LOGO is a light yellow, chubby duckling, quite lovely. This is the Yang Wu to the direct sales stores. In these small cities, "ugly duckling" virtually no competition, such as unhindered, and soon won a full house cheering. Some achievements after the Yang Wu to ambitious, he wants a national expansion.

Luxury sport rally A province addition to a dozen outlets, Yang Wu to plan for a nationwide franchise. To this end, he hired a marketing director, to promote "Ugly Duckling" and branding and alliance investment. The director has a foreign background, Zhang good "big ticket" operation.

This day, in a carefully planned by the new director of marketing for the "'ugly duckling' branding cum Investment Conference" the most influential in the local five-star hotel held. The meeting of the show and quite a luxury, not only invited nearly 300 agents and franchisees, local dignitaries, experts and scholars; and specially invited a famous local film crew came to cheer. Such a large-scale natural and ultimately, the media campaign rally participation, Zhang, director of public relations group has been specially set up one by one with the butt on the national mainstream media. But a few days, on the "ugly duckling" in the media like paper, fly?? "Ugly duckling" became famous overnight.

However, the high-level reception, luxurious guest line-up, highly concentrated media did not rally to the toddler's "Ugly Duckling" plug in a pair of flying wings. The enormous cost of the meeting did not produce any practical results. The investment will include pre-operating costs, advertising, accommodation and other guests, a trip down to spend more than 200 million, while the actual contract amount is not more than 200,000. A great contrast to Yang Wu to very dissatisfied, the impatient entrepreneurs think that the problem appears in the marketing strategy, he conducted a major shake-up of marketing, director of the newly appointed mayor demoted to Minister for Planning, but also to recruit a digital marketing director Wang, cumulative strength, ready to re-start the "Ugly Duckling" promotion.

The director seems to the king, " ," he on "The Ugly Duckling" business ideas median Yang Wu to bidding:

First, in terms of positioning. "Ugly Duckling" should go high-end line, for one, two urban sprawl. In line with this strategy, "ugly duckling" grade should be promoting products to obtain higher profits.

Second, the failure will be the last investment is exaggerated "face" and the "momentum works" and ignore the substantive matters of business negotiations. Proposed "ugly duckling" next rotation in several major cities in promotional activities, with "pragmatic" Lord, to implement the join issues.

"Ugly duckling" into a white swan

Fancy that although the investment failed, but no video lossless "ugly duckling" of vitality. Because, in addition to "Ugly Duckling", the Yang Wu to the toy factory is operating around the clock, this "ugly duckling" into a white swan in the future to provide a steady stream of cash support.

Yang Wu can start the "ugly duckling" another round of brand promotion. Director of the King's suggestion, Yang Wu to personally, in all capital cities across the country speaking tour. The event seems low-key and pragmatic: Yang Wu to act as head of brand promotion group, comprising investment group, product group, customer group. One-month campaign ended, as comparatively comprehensive pre-planning, together with Yang Wu's speech can be very provocative, "Ugly Duckling" by many who joined the inquiry. The head of the king as the investment director of public relations with its outstanding ability to join these with the intention of the consultation were happy to pay a deposit.

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