Four characteristics of selling safety valves——HERO VALVE

What are the characteristics of the valve specialty store? After analyzing the four types of international and domestic specialty chain stores, it is found that the successful case of the safety valve specialty store system has the following four characteristics:

       The first point is to ensure that each specialty store itself has profitability. At present, most of the specialty store system of safety valve manufacturing enterprises adopt franchise and franchise of dealers, and rarely take the way of direct business operation. Specialty stores are responsible for their own profits and losses. Therefore, these specialty stores have higher profit requirements, which is a necessary condition for their survival and development. Therefore, how to ensure the profit model of specialty stores is the first key issue for enterprises to pay attention to. Those successful specialty stores are, without exception, stores that are highly profitable and profitable. An important reason for the failed store is that the owner quits without making money. For example, the early modern, Yasushida and later Huitailong stores adopted a regional agency system to implement market protection in the area where the store is located to ensure that the store ’s operations are not impacted. At the same time, by providing competitive differentiated products, The appropriate price ensures a higher profit margin than the general terminal. At the same time, the sales staff is assigned to assist the specialty store to adjust the product sales structure and rationally arrange the inventory, which greatly improves the profitability of the specialty store, thereby making the specialty store operator more enthusiastic and loyal, and the entire specialty store system is very stable.

    The second point is that the valve manufacturers must have in place control over the specialty store system and have the ability to regulate the market. The strength of the manufacturers' control over the store system is also a key factor in determining whether the store can make a profit. Judging from the existing cases of specialty stores, most of the manufacturers have controlled the specialty stores in place, the profitability is better, and the manufacturers can successfully realize their own intentions, and the channel development is orderly and healthy. For example, Accor's strict market control is well-known in the industry. Through the form of contract, Yajie has maintained its very effective manufacturer association for a long time, firmly controlled the valve market, effectively solved the conflicts between channels and the disputes between dealers, and at the same time, it is accompanied by a strict market order management system. Strict management of prices and unreasonable prices protects the specialty stores in the regional market to the greatest extent, so that the specialty stores can operate in a healthy and orderly market environment. This allows the profitability of the specialty store to be guaranteed, and the enthusiasm of the specialty store is very high.

    The third point is that the valve manufacturers' support for the franchised store system should continue to be effective. At present, specialty stores generally come through the development of small and medium-sized distributors and transformation of small and medium-sized retail terminals. For the specialty store itself, it does not have strong market management and enterprise management capabilities. Therefore, it lacks the "hematopoietic function" and relies heavily on the "external blood transfusion" of valve manufacturers. Facts also prove that the planning and support of valve manufacturers for the store system is the fundamental condition for the long-term development of valve stores and sustainable profitability. Judging from the existing cases of specialty stores, many failed cases are due to the reopening of stores and light-duty stores. As long as the store is opened and the payment is made, it will be ignored. Most of the successful cases are that the valve manufacturers continue to assist the franchise stores to adjust their business ideas, expand their business areas, and enhance the strength of the franchise stores. For example, the Qianze store has focused on the training of dealers from the beginning, and has formulated a long-term store upgrade plan, continuously injecting the expenses of the previous brand operation, gradually transforming the store ’s image, improving its ability, and continuously assisting the store Improve the operation capability and management level, and assist them in regional market planning, and help the store to become the most influential local store, so that the store has a strong "management output", not only from the ability to improve, but also in Through continuous communication and training, I have also gained a deeper understanding of the company's culture and philosophy, strengthened the relationship between manufacturers, and fundamentally formed a store system closely assisted by manufacturers.

    The fourth point is to improve the image design and display effect of specialty stores. The specialty store is the T-shaped platform of the valve brand, so the valve company should unify the image of the specialty store. Through the overall planning of each specialty store, the store signboard, internal image, product display, space line layout, jewelry decoration, regional division, etc. are organically combined , Forming an overall effect, making the exhibition hall high-end, artistic, vivid and convenient, with the function of making customers enjoy the experience and enjoy shopping, so as to subtly enhance the product's right to speak and the influence of the valve brand, greatly increasing The success rate of placing an order. Among them, the configuration of lighting, the decoration of green plants, the store culture, the decoration of soft accessories, the uniform of employees' dress, as well as the professional level and spiritual outlook of employees are all very important display elements, which are integrated into product sales. Booster.