subject: More suitable for kitchen and bathroom products store sales - cherry, Liaojin Zhu, stores - home appliances industry [print this page] More suitable for kitchen and bathroom products store sales - cherry, Liaojin Zhu, stores - home appliances industry
Interview with General Manager Liao Jinzhu cherry
Control access by the market winner, cherry back in 1998 by studying the channel that will show the future trend of diversification, then what kind of channels more suitable for positioning cherry? Sakura has been that the gas stove, range hood, gas water heater kitchen equipment products are not household appliances, so relatively speaking, more channels should pay attention to building materials, and should build a kitchen professional pathway, which is initially set up shop cherry greatest reason and mind. So, cherry blossoms since 1998 to open its first store in Nantong, store channel by nearly 10 years of development, and cherry blossoms through this channel of communication with consumers and build brand value of the cherry, and stores channel has become a multi-channel of a more important component, and in the current path of reform, the negotiations more manipulation to cherry chips.
Then what conditions it is more suitable for open shop?
, And individual economic well-developed areas. Generally in the market economy is relatively developed areas, affected by the impact of market environment, the local consumption concept and channel structure are more suitable for the survival and growth of specialty stores, such as the Yangtze River Delta and Pearl River Delta area. The northern region is not enough trust in the individual channels, the opposite is more dependent on the large chain stores, then the store will lose its survival environment.
Two terms for the construction of store brands, brand value and product must be able to attract consumers.
Three product attributes can compete with other channels decided to store survival. For example, Gree air-conditioned store's success to its brand value and product attributes have a great relationship, if TV or refrigerator stores, or other brands of air conditioning, store model may not be successful. Cherry kitchen products, its properties make it suitable for store access.
IV store to open ideas and strategies. Open store must sell the question of what to think, to store some complementary measures, in policies, practices somewhat inclined to make it better survive and develop.
Along the way, Sakura think that a store has the following experience:
1. To join the implementation of the system. The store is basically not cherry cherry built himself, joined the system implementation. Because way more excited to join the initiative of agents, but also can do in the current path under diversification does not compete with the people, because if the cherry blossoms to open his own shop, on the other channel will be affected, and to agents system operators will be joining a large extent avoided.
2. To attach importance to the manager, shop of choice. Any thing to be successful, the role of one man, the other is the environment. Therefore, when the cherry blossoms in the open stores, first of all very great importance to the manager's selection and training, the general manager will be sent to the head office training a month, allowed to fully understand the corporate culture and brand cherry culture, and product knowledge, theory and practices to make preparations before the shop. And the manager must be selected on the Sakura brand recognition is high, the operation focused on kitchen and bathroom industry, but also personal operation. Secondly, we must attach importance to the choice of shop, on the shop's choice must be approved through the layers of corporate headquarters, the selected location must be conducive to sales.
3. Let the franchisees make money. Sakura has manual and shop manual shop design, requirements for franchisees from the decoration to the design, all done by manual standards to do the preparatory work shop. Once the shop opened up, and cherry trees will provide some follow-up support, such as to help them engage in promotional activities, with the franchisee to fully communicate to their certain benefits, support to franchisees to make money, allowed to feel concerned about the cherry blossoms, so that store profitability.
Liao General personally endorsed the establishment of kitchen stores, kitchen smoke, after all, not part of household electrical appliances, kitchen equipment belonging to the current channel of the B & Q materials, Homemart kitchen set up specialized area.
