As a manufacturer or seller of gold jewelry, its advantages lie in its products and brands. Choosing the right franchisee is undoubtedly an important step for rapid expansion. It is very important for investors engaged in franchise industries to choose a company with strength, formal management system and background.
To join the gold jewelry chain, when choosing a manufacturer (seller), we should examine the following links:
1. Does the product have its own R&D and production organization, rather than a simple mold processing enterprise? Can the originality and personalization of products lead the trend? Is this product suitable for the local market?
2. What are the standards of the main designers, whether they are representative in the industry, how to grasp gold jewelry, or are there few workers engaged in design?
3. Mines and Resources A powerful company must have good mineral resources (both self-mining and partnership) and form a good procurement supply chain. At present, world famous jewelers (De Beers, Mr. Zhou, etc. ) have a global procurement and supply model and mine resources.
4. As a franchise business, management and service have very high requirements for the headquarters. Products only represent production capacity, and strict and standardized management, training and service systems are the golden hoop to win the market. If there is no good market operation means, such a company will not last long.
5. Flagship store If a company doesn't even have a minimum flagship store, such a company is tantamount to a "bad check". Only through the company's flagship store can we see the company's brand advantage, management ability, financial control, market situation and so on. And the flagship store survey must be detailed.
According to the current environmental analysis, gold jewelry has great market potential in second-and third-tier cities. The investment in counters is more than 654.38+10,000 yuan, and the investment in specialty stores is about 500- 1 10,000 yuan, which can generate considerable profits in that year. But the requirements for franchisees are also very high. In addition to the formal reputation and venue, it is also important to understand the industry, including common sense of gold and jewelry, jade identification, pearl identification and so on. All employees must receive professional training before they can take up their posts.
Whether the location of franchise stores is reasonable depends on the following four basic conditions:
First, the superior geographical environment.
As a consumer, the first criterion for choosing to enter a jewelry store is the geographical environment of the store. Imagine, who would want to stay in a shop next to a garbage dump or a dusty and noisy jewelry store? Even if the jewelry in the store is tasteful, consumers may think: How can there be good jewelry worth buying in such a bad place?
Second, convenient traffic conditions.
The flow problem is very important to everyone, and the convenience of store location is one of the important factors that directly affect the passenger flow. Generally speaking, the number of customers entering the store is directly proportional to the local traffic flow. The traffic in the bustling business district is very convenient, and there are often many bus lines to choose from, which is convenient for customers to come to the store to buy.
Third, the target customer base is large in scale and has strong spending power.
The population status of jewelry store service area is the key factor to consider the location. Generally speaking, the denser the population in the business circle where jewelry stores are located, the better. The most important thing is that the denser the target customers, the better, and the consumption power is strong. At present, large and medium-sized cities are relatively concentrated to form various regions, such as commercial areas, tourist areas and university areas.
Four, the rationality of the store area and whether it has the conditions for long-term operation.
According to the size of the business circle, rationally plan the area of the store to ensure better display of goods. Moreover, the long-term operation of the store is conducive to brand building.
Quantitative store location standard
First, the flow of people
Generally speaking, a high level of customer traffic will increase sales. But too many passengers will also prevent buyers from going because they are too crowded. At the same time, the pedestrian flow should be analyzed to determine whether the characteristics of pedestrians are consistent with the target market of the proposed store in this location.
Second, public transport facilities and road conditions
Road condition refers to the width of the road surface, the degree of traffic congestion and whether there is traffic control. It is not only related to the passenger flow, but also directly related to the loading speed of the store.
Third, the structure and popularity of the store.
The size of the shop area and its architectural structure and shape; Whether there are restrictions on urban construction planning, such as water, electricity, sewage, heating and other conditions.
Fourth, the location of the store.
The concept of location refers to the distance from the city center; The second refers to the distance from residential areas or traffic trunk lines; Third, it refers to the specific location of a certain road section, such as corner, center, intersection and so on.
Verb (abbreviation for verb) store price
Store price will directly affect the sales price and investment payback period.
Clear the store target location
"Jiujiu Youyou Stone" has been committed to site selection research for a long time, and has a special evaluation department, which makes its site selection success rate close to 100%, which is also one of the core competitiveness of the brand "Jiujiu Youyou Stone". When choosing the target business circle, the brand should focus on whether the business circle conforms to the brand's market positioning, stability and maturity of the business circle, and its location objectives mainly include the following points:
First, the preferred target is to determine the popular shopping malls, clothing cities and women's specialty shopping malls that are often visited in the target market.
Crowded lots, shops and large gathering places, such as supermarkets, entertainment areas and women's streets, commercial streets with relatively concentrated fixed population flow, important buildings and buildings, and places where office workers or working groups gather, such as financial buildings, office buildings and other bustling commercial downtown areas. These areas are generally beautiful environment, clean streets, convenient transportation, complete commercial services, no noise, and many consumers of fashionable products. These people advocate freedom of personality, exquisiteness and preciousness, strong consumer demand, love fashion and trends, worship idols, accept new things quickly, and their consumption basically belongs to impulsive consumption, pursuing the style and quality of accessories. They are the backbone of consumption.
Second, the target market has a high population density and a large number of business buildings on the ground floor of residential quarters, as well as important government administrative centers such as "stations", "gas stations", "schools", "parking lots", "markets" and "parks" and places where specific ethnic groups gather and live. Many large characteristic communities have been built in many places. According to the current development trend of urban construction planning, the trend of "community-oriented" housing is becoming more and more serious, and community-run shops can often achieve good results. As long as the taste of jewelry stores can attract customers in the community and gain their recognition, there will be a stable and expanding customer base.
Three, the same nature of the store is the best location, or may form a future store group is also optional location.
Famous shops and people who affect their lifestyles often meet ethnic groups, such as "theaters" and "department stores" and other large living areas. People are familiar with the phenomenon that peers gather in the same area or even the same commercial street, because customers often shop around to buy high-quality and cheap products with as little money as possible. With its obvious product advantages, rich personality characteristics and strong competitiveness, "99 Youyou Stone" jewelry enters the peer business circle, and often can quickly compete for and occupy the target market.
Four, the college and other schools in the surrounding area
College students are in their prime of life, full of energy, sensitive to charm and persistent pursuit of fashion accessories. However, due to their limited economic capacity, they are more sensitive to prices, and market positioning can meet their needs to the greatest extent.