For outdoor furniture companies, enterprises must be bigger and stronger, and the efficiency of investment promotion is far higher than their own store operations. Enterprises and franchisees will experience a two-way selection process, and quality brands will naturally be sought after by many dealers, which is why there are still many businesses rushing to join KFC McDonald's to spend millions of dollars. So for small and medium-sized enterprises, how can they attract franchisees?

At the same time, the outdoor furniture enterprises are increasing, and the channel crisis is more and more prominent. The main performances are as follows: 1. After the global financial crisis broke out, enterprises that rely on exports suffered huge impact and their profitability gradually decreased. 2. Enterprises that turned to domestic sales were blocked in attracting investment. Some enterprises have sneaked into the business, but they have no ability and energy to strictly control, the dealers have a very low survival rate, and finally they are forced to enter the vicious circle of repeated investment in the same region.

The outdoor furniture industry is heating up, and market competition is beginning to intensify. If channel management is not good, it will certainly weaken the competitiveness of corporate product brands. In this regard, how should outdoor furniture companies build their own sales channels?

Focus on service and management, attract franchisees

For outdoor furniture companies, enterprises must be bigger and stronger, and the efficiency of investment promotion is far higher than their own store operations. Enterprises and franchisees will experience a two-way selection process, and quality brands will naturally be sought after by many dealers, which is why there are still many businesses rushing to join KFC McDonald's to spend millions of dollars. So for small and medium-sized enterprises, how can they attract franchisees?

Due to the weak strength of small and medium-sized enterprises, small and medium-sized enterprises can be invited to invest in small areas to consolidate market positions. At this stage, we must focus on operating specialty stores, and we must do our job in the follow-up service and management of franchisees, and establish a good after-sales service system to ensure the interests of franchisees and customers. After the franchisees get a good return on profits, they will also introduce more dealers into the ranks of the company's business team. In this way, the business scope of the enterprise can be rapidly expanded. Therefore, SMEs should pay special attention to service and management, establish a good reputation, and achieve rapid brand promotion and establish a good brand image. The specific measures are as follows: 1. Strictly control the quality of products, establish a quality management system, and have a set of good market operation strategies; 2. Advocate a win-win concept, and stand on the same line with terminal franchisees, and give franchisees More support and help to make it full of confidence.

At present, many outdoor furniture companies that are not strong enough to quickly seize the market, and try their best, some companies even take the risk of using all kinds of "temptations", once the dealers join, they will not care, let them fend for themselves. This can only hurt both sides. It is a huge economic loss for the franchisees. For the manufacturers, the brand is hurt and the reputation is greater.

Balance the interests of all parties and let the franchisees

No matter which industry, profits are the focus of the pursuit of enterprises and franchisees from beginning to end. How to balance the interests and achieve a win-win situation for both parties, so that franchisees have higher loyalty to their brands, has become an urgent problem for outdoor furniture companies.

In terms of marketing methods, the "Gree model" is worth learning. Since the 1990s, Gree Electric has successively created the “off-season discount rebate” and “year-end rebate” policies in the home appliance industry, and even has occasional rebate policy, allowing the franchisees to mobilize the enthusiasm of the franchisees. In fact, at that time, the competition in the air-conditioning market was fierce, and merchants changed their methods to reduce prices or lose money. Gree was also difficult. However, in view of the dealer's loss situation, Gree Electric decided to return a certain amount of funds to the dealer. More and more dealers joined Gree a year later, and Gree has established a leading position in the industry. For a company, how to stabilize the franchisee is also an art. Gree's rebate policy allows franchisees to feel pragmatic. Joining Gree is equivalent to gaining business confidence and a sense of belonging to the company.

In fact, the rebate policy is the same as the terminal promotion, some use discounts, some use coupons, some use gifts, and some use the member points system. Either way, it is based on attracting customers. Nowadays, many companies just try to stabilize customers on the terminal and ignore the franchisees. In fact, it is more important to stabilize the franchisee than to stabilize the customer. The franchisee is equivalent to a large customer base. Only by letting the franchisees benefit and balance the interests of both parties can we achieve unified planning, unified management, unified procurement, unified image, and minimum cost, truly satisfying the needs of consumers and better exerting the brand effect. Avoid damage caused by vicious competition to channel management and brand image.

Integrity first, standardize franchisees

"Half of the brand is quality, and the other half is integrity." For a company, integrity is life, soul, the eternal power of enterprise survival and development, and the longest and most reliable "capital" of the company. Without integrity, companies have no value in existence. A company succeeds in the short term, as long as there are certain products that are marketable on the market, but in order to sustain development in the long run, in addition to quality products and marketing methods, it is necessary to create a kind of business that can guarantee the endless life of the enterprise. The soul culture of the enterprise, and the essence of this culture is integrity.

At present, for the outdoor furniture industry, both enterprises and franchisees are still not fully aware of the importance of integrity. Many business owners and dealers blindly pursue market share. If they are not good, they will choose to go to extremes and deceive consumers. In fact, without addressing the issue of integrity, companies cannot achieve long-term development. Especially for the outdoor furniture industry in the early stage of development, it is inevitable that there will be a crisis of credibility. In addition to its own integrity, on the one hand, it must strengthen the control of franchisees; on the other hand, it must dare to cooperate with companies that are not honest. Fight the business.

Whether enterprises and franchisees can help each other in the same boat and achieve win-win cooperation depends on trust. In good faith, we can link manufacturers and franchisees to promote greater and stronger.

Strengthen guidance training and enhance franchisees

To build a golden channel for outdoor furniture companies, there is also a more important link, which is to strengthen the training and guidance for terminal franchisees. Under normal circumstances, the management ability of franchisees is much weaker than that of enterprises, and the professional quality of personnel is worse than that of enterprises. They are very eager to receive guidance training from management, marketing, and human resources. In order to further open the domestic market, enterprises must not only introduce products to franchisees, but also instill corporate culture, marketing concepts and advanced management concepts into them to help them formulate overall marketing plans, assist and guide marketing implementation. Help analyze and solve various problems encountered in development.

In fact, strengthening the guidance training for dealers is helping the company to rationalize the downstream sales channels and improve the management ability and control ability of the sales channels. Such as the well-known outdoor furniture brand EVERITE Ai Rui pioneered the "outdoor leisure furniture industry full marketing service" system, this system includes new store opening guidance, promotion support, sales training, advertising and marketing support, product strategy support, pre-sales and after-sales service , delivery guarantee, freight support, etc., using advanced information systems, using Germany's mature management system for management, fully guarantee the sales performance of the partners, has been favored by many dealers in the industry.

In short, only companies that use “heart-to-heart” services will attract more franchisees and eventually build a gold channel sales chain.

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