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How To Choose A Brand?

2010/11/29 13:29:00 97

The rapid development of market economy has made a qualitative leap in people's taste and quality of life.

Jewelry culture, which advocates humanity and fashion, shapes personality and charm, shows its strong development momentum and wider market space.

However, because the jewelry industry is still in the development stage in China, it still adopts the traditional and backward marketing method, which has a long circulation period of commodities, a small profit in retail stores, a similar product, a lack of individuality, a price disorder, and a lack of standardized management and service in the market.

Therefore, if you want to develop your own business in this industry, the best way is to choose a brand that has competitiveness and development prospects.

In this connection, Lejk marketing consultant organization combined with franchise chain operations and analysis of jewelry industry to talk about how to choose jewelry chain management brand, hoping to provide some useful reference for many entrepreneurs who are interested in decorations.

Product quality

Product quality is the foundation of business, and joining in jewelry is no exception.

When choosing jewelry brand to join, you must first identify yourself.

product

Quality, because future competition must be the competition of product quality.

At present, China's ornaments are mainly concentrated in large central cities such as Beijing, Shanghai and Guangzhou. Many brands sell special counters in large shopping malls, which are expensive and prohibit many beauty lovers.

Chinese women's jewelry market needs a jewelry brand with quality assurance, low price and good quality and keeping up with fashion trends.

Only quality assurance companies and good quality products will be available.

good

Market reputation and public effect (popularity, reputation).

When choosing a brand, you must go to headquarters to inspect the product yourself, because the product is the most direct contact with consumers, consumers do not accept, everything will become meaningless useless.

The quality of ornaments is mainly reflected in the aspects of quality, style, fashion and so on.

A good jewelry brand product, it pays great attention to the product development and the positioning of the style and personality. Only with personal contact with the product can we have an in-depth understanding of the material, workmanship and functional characteristics of the product, so that we can have a real idea.

The comprehensive strength of the company

Understanding the background and strength of product suppliers is mainly based on whether they really have the ability to support this product.

market

That is to say, look at the size of its company, its economic strength, its historical operation time, market operation ability, advertising support, and other follow-up support and services.

Nowadays, there are a lot of indifferent self-employed individuals who do the banner of tiger skin and do something similar to brand packaging on some exterior images. They also want to keep up with the trend of brand management, but they are very systematic, incomplete and unprofessional.

The operation of a brand is by no means doing superficial work, but doing practical things. Therefore, we must have the strength to support this series of supporting work.

A good jewelry Brand Company must have a very complete business plan and related integrated marketing plan. The company's goals, values, business philosophy and customer centered modern operation mechanism must be possessed by the brand management behavior, in which brand culture is the soul of brand management.

When the cultural activity with distinct personality and rich connotation is effectively displayed in the channel, it will make a brand more energetic.

Team pragmatism

It is more important to choose the brand to see the practicality of the enterprise team. It determines whether the enterprise can develop the market more objectively and respect the market rules to expand the market.

In addition, when the market climax or low tide, whether the enterprise can maintain a peaceful state is actually an angle that a company can be observed.

For example, for jewelry, the first two years have been very popular, and some new brands and new products are going on the market, advertising and creating momentum everywhere. But in the end, they can not maintain a calm mentality in the high tide of the market, and invest huge amounts of money into advertising costs with a sense of urgency.

Professional market support

A successful enterprise must have a group of high-quality team members, not only in the spirit of the staff, but also in personal knowledge, professionalism, communication skills and so on.

If the quality of the headquarters staff is low, it is hard to imagine how much help the franchisees will have in the market operation in the future.

When we look at franchised brands, we should pay attention to the following three points:

First of all, we need to see whether Brand Company can provide a perfect training system for franchisees.

The quality of the staff of jewelry chain stores is generally not high. Especially in the extremely competitive market environment, there are higher requirements for management and service. These employees need more professional and scientific management. Therefore, investors should know whether headquarters can provide a good training and education plan, how to arrange training in the early stage of the business, how to arrange the time, how to continue in the middle and late stages, what contents to train, how to set up training courses, and whether there is a continuous training plan? If the training at headquarters is only 35 days, then this walk through training is meaningless, and there will be a certain risk of joining the franchisees.

And the system that can provide long-term training support is obviously better. For example, the Korean Pu Xiuxiu jewelry chain provides a continuous online training system for Chinese market franchisees and expert on-site training system, which is a good example.

Second, see whether Brand Company can provide professional marketing planning and channel management planning for customers.

Powerful brand jewelry companies often employ professional marketing planning agencies to do a series of marketing planning and promotional work specifically for their brands, so that the franchisees and agents of the brand can enjoy the marketing consultant, training, consultation and support of marketing experts.

Finally, sales are the foundation of opening a store. How do we sell products or services?

How to identify and find the target customers? What kind of advertising and promotion support to franchisees? These problems must be clearly understood before joining, especially for investors without business experience or industry experience.

Generally speaking, a successful franchise brand must have a mature and perfect marketing mode. Franchisees can adjust their execution according to local conditions.