Livy'S Discussion On The Advantages And Disadvantages Of Retail Business And Brand Management

First, the profit of bulk business is low, and the profit of brand management is high.

Why are two identical styles of goods with the same quality and the same quality? If they are put on different brands, the price will be several times, tens or even hundreds of times.

Because there are only two kinds of goods in the world that can be sold, one is called product, the other is brand name, and there is only one kind of competition means to sell products, that is, I sell cheaper than the competitors, so the profits of products will be less and less, and the sales brand has already been divorced from the value of the product itself, and more importantly, it is promoting its influence on customers. Therefore, the reputation of the brand is bigger and the value is higher, and the profits will also be more abundant.

Two, the products of bulk business are relatively single.

The product of brand management is rich and has the characteristics of serialization and individuation.

Bulk business will be dominated by a certain category, such as no jacket for sale jacket, no shirts for sale pants, etc. it is difficult to meet customers' needs of buying products throughout the year. This product structure will lead to a serious loss of customers and low loyalty. Even if some dealers carry out their own purchasing portfolios, they will often lead to a poor quality and a serious imbalance in style and color due to their products coming from different regions and manufacturers. The brand will conduct in-depth research on the consumer habits of targeted customers, and carry out targeted research and development, design and production from top to bottom, from inside to outside, and throughout the year to meet the needs of different customers in different seasons and occasions, thus greatly improving customer loyalty and increasing customer purchase frequency.

Three, the visibility of bulk products is small, and the terminal image is chaotic.

Brand management has a higher reputation and a unified terminal image. The brand of the sales channel as a marketing channel is basically not well known. There is no strict unified management of the location, area, decoration, and head end image of the sales stores in the channel. It is often the same product in different grades, different images and different sizes of stores. The sale technique is not the muddy fish and the number of the number, but the customer group who chooses the shopping in this environment is more concerned about the price of the product rather than the added value, so the price of the product is the main factor determining whether they buy it or not. Brand management has strict management of terminal image. They should use a good terminal visual image to influence customers' cognition of products, and enhance the brand's position in the eyes of customers by enhancing the image of "store side", enhancing brand awareness in the hearts of customers and increasing the value of products.

Four, the distribution channel of bulk business is rather confusing, and the channel of brand management is very standard.

A provincial distributor mainly based on bulk goods will always have hundreds of customers. The way to establish sales channels is almost always provided to anyone who wants to come. With so many customers spread all over the province, the sales area can not be protected at all, and the sales channels will also be severely overlapped. A few businesses in one region are selling the same product at the same time, which is a normal situation, which results in the two sides being able to compete with each other by using the strategy of price reduction. Brand dealers often have a very standardized channel management system, a province's customers are at most 100 or so, their respective sales areas will be strictly protected, while ensuring the exclusive supply and sale of products, it also greatly safeguards the interests of dealers.

Five, the price of bulk products is arbitrary, and the price of brand management is uniform.

Bulk businesses do not have uniform requirements on the retail price of products. Dealers want to price them and sell more money if they want to sell more. If the same brand or the same product, consumers will find a balance of tens or even hundreds of dollars in different businesses. For those customers who have purchased products, no matter how much money they buy, once they find this phenomenon, they will have a feeling of being cheated. Brand management generally has strict regulations on the retail price of products, especially in the neighbouring areas. The same products are sold at almost the same prices and discounts in all shops. This way of price management will give customers a sense of "real price" and "value for money". They are more willing to pay for their purchases, and their profits can be guaranteed.

Six, as the bulk management has the characteristics of small popularity, single variety, low added value and low customer loyalty, the sales volume of products at different stages such as pre season, Ji Zhong and end of season is very different. The selling period of products is very short. The seasonal products tend to have weak sales in the early season, and they must be dealt with promptly. However, once the bulk products are formed, they can only be processed at very low prices, and the rate of product preservation is very low. Brand management has the characteristics of product serialization, complementarity between categories, and high loyalty of customers. Therefore, even after the gold sales period, it can still attract a large number of new and old customers to purchase, thus greatly extending the product sales cycle. Even if the inventory is formed, it will not only be easier to deal with than the non brand products, but also the price will be relatively higher. The profit of bulk business is not stable, and the profit of brand management is stable.

Seven, bulk business as a result of product added value Low, it is entirely a look at the money to eat, the style is good, the more selling money, the style is bad, and a little less money, even if it is the best seller, once the competitors copy the board, the price will immediately plunge, the price fluctuates, and how much profit can only be sold until it is sold out.

Eight, relative to bulk business, brand management is relatively stable because of the establishment of a strict price management system. Because the brand also has unique and exclusive brand characteristics, even if the same style is imitated, it will not bring too much impact to the price. Bulk business management confusion, brand management and orderly management, how bulk business wants to do, how to sell, how to sell how to sell, each "king of mountains", everyone "go their own way" is a true portrayal of the characteristics of bulk business. In such a single product maintenance team, no leader, no lower level, no partners, is completely in a state of no organization, no management disorder, such a team, at best, can only be called "Gang".

Nine. Brand management Because everyone is gathered under a banner and operated in the same mode, the branding Association conducts regular guidance, assistance and training to distributors, and the supervision team will check and supervise all sales outlets. Dealers will survive in such an orderly environment, supervised by others, and lead by others, and for a long time, they will naturally form an orderly "team".

Ten. Bulk cargo management There is no unified standard brand management standard is unified, personality is obvious.

Many factors, such as doorstep, decoration, style, lighting, container, area, clothes rack, software price, display, window display, collocation, advertisement and regulations, system, examination and performance in management, have many factors that can exert great influence on consumer purchase behavior. Brand management, in order to display its unique personality and win the love of the target customers, is implementing the management standard of "1000 stores and one side". Under this unified management requirement, it will make customers feel more "regular", "strong", "face" and "trustworthy", which will increase the customers' willingness to buy.

Eleven, bulk goods business has low reputation, low reputation and low brand management service. It has a high reputation. Because no one or no department has trained and assessed the service skills, service attitude and service etiquette of all the sales outlets in the bulk business mode, the quality of the shopping guide is not good enough, and the service level is very different.

Brand management will have specialized departments and full-time personnel to use special budget to regularly train and assess the skills, attitudes and etiquette of distributors and guide buyers. After such training, salesmen will provide customers with more professional and more humanized services, while giving customers a sense of trust, they will also greatly enhance the brand reputation in the hearts of customers.

Through the above analysis and comparison, it is discussed whether it is good to make bulk goods or to make good brands. Your psychology will have accounts. Especially at present, pure child cowboys are not allowed to join in the franchise fees, management fees, sending business materials, free training and so on. As long as there are shops in the protection circle of pure cowboy's business circle, they can operate, zero risk stocks, and goods 100% return, which is not available to any bulk traders now.