Chapter 689 Adjustment

After the opening of the new year, with the production of the factories in the industrial park, the "Silk Family" home textile brand store and the "Anjia" children's clothing store were newly opened in the provincial capital and the city.

As the name suggests, all the products in the "Silk Family" home textiles are made of silk. At present, it is mainly bedding. The underwear and pajamas series will be launched soon, and will expand to the whole series in the future. By then, the bedding mainly displayed in the store will only be Can occupy a small piece.

For this project, a large design center was established in the provincial capital last year. The person in charge is a well-known Italian designer. There are two teams under it. One is the original silk products with high salary and a deep understanding of Chinese traditional culture. The industry's top designers and another team are cutting-edge designers that are opposite to the traditional ones.

After nearly a year of running-in, the finally launched product series perfectly integrates the advantages of the two aspects. It is elegant and modern, but overall it looks very Chinese, which fits the identity of silk with a long history.

Of course, due to cost and brand considerations, Silk Family is positioned as a high-end brand, and its price is worthy of its title of "family".

"Anjia" children's clothing has a relatively complete series, from head to toe for boys and girls, from inside to outside, as well as baby carriers, sleeping bags, animal dolls, etc. In the future, it will launch peripheral products such as feeding bottles, water bottles, toys, bicycles, etc., targeting mid-to-high end .

Anjia children's clothing, in addition to stricter requirements on fabrics, which must be harmless and pollution-free, the design is also very brilliant. Based on memory, Feng Yiping easily contributed a stack of drawings, and the design team also systematically investigated It has entered the European and American markets, and it has "referenced" some classic designs from abroad. The overall feeling is trendy, lively and cute.

It should be said that the stores of these two brands have already opened, and the response has been very good, even a little hot, especially the children's clothing store, whose daily turnover of a single store is close to 20,000.

The silk family, although the turnover is slightly lower, but the profit is quite considerable, there is no way, if you price a silk product with such a good sense of design, it will make people doubt the authenticity of the material.

Generally speaking, these two projects started off very well due to adequate preparations.

However, in the next step of marketing, there are big differences between the sales team and Feng Yiping.

"Yiping," Wang Zhiqiang, general manager of sales, said over the phone, "we still believe that the franchise model should be adopted for many reasons. First of all, we have cultivated a group of skilled Employees who have mastered the franchise model.

Secondly, choosing to join will help us deploy a network in the national market in a shorter period of time. After the opening of stores in provinces and cities, we have received many calls seeking to join.

Then if we participate in this year's service expo, I have reason to believe that we will definitely be able to sign dozens of franchisees by then.

Moreover, the advantages of local franchisees help to promote sales better and faster.

Thirdly, choosing the franchise model, we invest the most economical human, material and financial resources, which saves a lot of cost. Although the return of a single store is slightly lower than that of a direct-sale store, the overall advantages are still quite outstanding,"

It turns out that there are many reasons they said, but now they are only reduced to these three, which sound very reasonable.

Feng Yiping sighed, and said into the microphone, "Today's participants are all middle and high-level executives. I want to explain this issue one last time.

I have reached a consensus with Mr. Jin and other vice presidents of the group. Mr. Jin should have conveyed my opinion many times. After today, we will not discuss this issue again. You don’t need to understand, and we don’t ask for it. You must understand, you just have to be firm in your obedience. "

This is the first time that Feng Yiping has acted so tough in a related meeting, and Wang Zhiqiang, who bears the brunt of it, has a bad face.

"Yes, the joining of our noodle shop has done well, but unlike home textiles and children's clothing, the noodle shop actually only exports its brand and image, as well as our standardized and complete processing and production process, and it does not have any inventory.

As for the sales of cabinets, there are some who join franchise stores at present, but the proportion is not large. Most of them are still sold by powerful middlemen in the furniture market.

Whether it is those franchised stores or agents, our sales managers still spend a lot of energy to help them expand their business.

Although we are not very satisfied with this model, due to the characteristics of the furniture sales industry, it is estimated that in the future, it will still be dominated by agency sales.

However, in my mid-to-long-term plan, after the further expansion of the furniture factory's production capacity, we will also consider opening our own furniture stores in some key cities. "

"There has never been a sales model that can be perfectly applied to all industries. Whether it is home textiles or children's clothing, the biggest problem is that we will have a large amount of inventory. In these inventories, there are good sales and relatively poor sales. .

For those franchisees, they must purchase the best-selling varieties at the first time, and it is impossible for us to suppress those relatively slow-moving ones.

If we choose the franchising model, we may soon reach hundreds of millions of billions in sales, but as long as we have too many backlogs of goods in stock, all of this will be a false prosperity, which is completely meaningless, and may even result in losses. "

In fact, this is also a bloody lesson. Feng Yiping has seen many cases later. Some leather shoes or clothing companies chose to join at the beginning, and they quickly became popular. However, in the later stage, they had to spend more Even without hesitation, he resorted to the court to terminate the contract with these franchisees and open his own directly-operated stores.

The reason is very simple, not to mention the problems that may exist, for example, after a certain brand awareness, the franchisee finds the factory to order the same product for sale, cross-selling, not selling according to the guide price, etc.

The most important thing is that the franchisee must consider his own interests. It is impossible for him to think from the perspective of the manufacturer, and it is impossible for him to focus on the long-term and share the same fate as the manufacturer.

"It's not that we can't join. However, we have to wait for our own directly-operated stores to cover most of the prefecture-level cities in the country before considering that issue. We must always grasp the initiative and cannot hand over the future of these two projects to others." to franchisees.

In addition, I think you have a good opinion. In terms of home textiles, you can register a new brand for hotel sales. "

"Let me repeat what I mean. I want to build these two brands into a century-old brand. Everything must be long-term. Now I don't ask the sales department to make as many sales as possible as soon as possible, but to be solid. Yes, the layout of the city by city, the focus of early development, it is best to focus on the southeast coast, and domestic first- and second-tier cities."

"If any salesperson in the sales department is dissatisfied with this decision, it can be said that they can apply for job transfer and recruit another batch. If the supervisor of the sales department is dissatisfied with this decision, the same will be dealt with!"

In fact, this is what makes Feng Yiping popular. The sales commission of Silk Family is 7 points, and the commission of Anjia Children's Wear is 5 points.

Salesmen, why do you unanimously agree with the franchise model? Because this can bring them more income faster, they don't consider the company's troubles in managing these franchise stores and inventory in the future.

As the general manager of the sales department, Wang Zhiqiang probably has the same idea.

Therefore, it is not so much a battle between franchising and direct sales as it is a conflict between the short-term interests of the salesmen and the long-term interests of the company.

It's not easy for the employees of your own company to be united with the company, let alone those franchisees?

…………

"President Jin," after the meeting, Wang Zhiqiang waited for nearly half an hour outside Jin Ling's office before finally squeezing in, "I admit that this matter was not handled well, but according to the intention of the group, I was under pressure , did a lot of persuasion work, but the employees below unanimously opposed it, and finally found the group again and again, and I really couldn’t do anything, "

"Mr. Wang, the headquarters will conduct assessments on the completion of each job, so I don't need to go into details. As for the pressure, every position has pressure. This is also the purpose of setting up managers at all levels. If all departments and managers, The pressure is handed over, so you say, how will the work be carried out?"

Jin Ling had done more than one job on this issue, and in the end she had to make trouble with Feng Yiping, so her attitude was not very good.

"I will definitely improve," Wang Zhiqiang said sincerely.

Just when the phone rang, Jin Ling looked at the number and said to Wang Zhiqiang, "There will inevitably be mistakes in the work. In short, you don't have to be burdened. After you go back, arrange to implement the spirit of the group immediately, okay?"

"Okay, thank you Mr. Jin!"

On the phone, Feng Yiping asked, "Wang Zhiqiang?"

"It's him," Jin Ling said as he watched the door close.

"I now think that he is not very suitable for this position. His experience makes him not dare to offend too many people." Wang Zhiqiang is also an old man after all, Feng Yiping said more politely, "but the sales department is too important, I think, How about hiring a full-time vice president of sales to step it up?"

"Of course that's good," Jin Ling immediately agreed, "I'm here to look for it. This time, I must find someone with a stronger hand."

"Hehe, I have no problem." Managing the sales department, a supervisor who is too gentle, is indeed not the best choice.