Lin Fan left disappointed, he was chatting and farting with these people, and he wanted to discuss the business experience, it was obviously unlikely, everyone regarded their successful experience as an heirloom.

Lin Fan even thought that none of these people had realized a serious problem, and the development of "Yaxi" had several limitations before, on the one hand, because they focused on the development of department stores, the investment income was not high, and the cash flow was not very abundant, which restricted their large-scale expansion; On the other hand, it is because the reserve of management talents is not enough to support the expansion of directly operated stores.

But after this year, "Yaxi" can be described as earth-shaking changes, first of all, the annual sales of 1.5 billion market size, has led the domestic shoe industry, abundant funds, at the same time in the future will be the focus of the channel from department stores to street shops, due to the street shop channel self-cashier, so that the return of funds of the enterprise has been fundamentally guaranteed, no longer lack of store funds.

At the same time, the group has been working hard in recent years and has cultivated batches of management talents, which have been gaining momentum for a long time and are ready to go. The next goal must be the rapid expansion of the direct store, and no longer rely on the dealer to open the market as before, the head office earns more than 10 percent of the profit, they want to extend the tentacles of the direct sales into the country step by step, and the part of the dealer's profit is also eaten into the belly.

Lin Fan knew that if he said this judgment, he would definitely be said to be alarmist, because no one believed that the "Yaxi" headquarters would risk offending all dealers to do so, but Lin Fan knew that the current president of "Yaxi" was young and ambitious, and he was never willing to put the future fate of the "Yaxi" group in the hands of these dealers, relying on these dealers to win the world, he was not easy to control. can't control it, only the direct store, he can rely on centralized power, command this retail giant, do whatever he wants, like an arm!

Lin Fan recently had a telephone conversation with Li Jin. Knowing that the headquarters of "Yaxi" is in the central city, and has built a transit warehouse that can support the logistics operation of the five northern provinces, Lin Fan does not think that this is the idle egg pain of the "Yaxi" headquarters, in order to help the dealers in the five northern provinces reduce logistics costs, and spend a lot of money to help them build a large warehouse, which is clearly a major signal that the direct store of the headquarters of the "Yaxi" group will open into the five northern provinces.

In addition, another point is that Li Jin has been traveling more and more frequently to the north recently. It is said that it is to help the franchisees of the five northern provinces to do expansion planning, in fact, it is to investigate the business districts of the five northern provinces, and come back to do the opening plan of the entire channel network.

What is the most important thing to do retail. It is a commodity, and being controlled by a commodity is equivalent to having a pulse controlled. Lin Fan saw this, and also saw the ambition of the "Yaxi" headquarters, so he started his own brand early in preparation for a rainy day, and only his own research and development, design, sales and brand management were completely autonomous. so that you don't have to rely on others to get by.

Of course, there is no one right or wrong for this kind of thing, for "Yaxi", the brand should be developed, and the brand awareness and added value should be continuously improved. It is not possible to rely entirely on dealers, because the vast majority of dealers will not consider the promotion of brand added value when operating the brand, they only care about how much money they can make with the brand.

For example, if in accordance with the requirements of the head office, the brand store opening standard should be the face of the double-bay room, the core area of a type of business district, with an area of not less than 80 square meters, but there are many dealers who do not implement this standard, they take into account the small investment, can better develop franchise customers, they will also open a single-bay store, and even the location is more partial, so that although the sales will be relatively low, but the investment has also been reduced, in general, it can still make money, they have never thought about it, Opening a store in this way is a harm to the brand of "Yaxi".

"Yaxi" headquarters wants to make money, make more money, and at the same time continuously improve the added value of the brand, and dealers also want to make money, but also to make more money, even at the expense of hurting the added value of the brand in exchange for profits. The headquarters can only make more money by improving profit margins, squeezing the profit margins of dealers, and enhancing the added value of the brand; Dealers can only make more money by squeezing the profits of the headquarters, or reducing the investment in opening the store to control the cost to obtain, this is the contradiction between the two sides, at the moment, "Yaxi" headquarters is still inseparable from the dealer, everyone is a group of harmony, once one day "Yaxi" is strong and strong, and the ambition of the head, then the war of the unification of the princes is bound to break out.

While Lin Fan was pondering the layout of the headquarters of "Yaxi", what he didn't know was that the president was also studying him, or the recent actions of "Sifan Commerce".

"In this way, 'Sifan Trading' still knows how to advance and retreat, and it is not too much, and there are only 3 stores to sell shoes called "snow &elegance". ”

Li Jin said with a smile: "I guess they should also know that Zhonghai Pedestrian Street is such a conspicuous place, and they can't hide other products from the head office in the 'Yaxi' store, so it's enough to stop!" ”

The president smiled and said: "The positioning of "snow &elegance" is very good, it looks like a product that is positioned in the department store channel, I looked at the photos, the fashion is good, it looks very feeling!" ”

Li Jin took out a shoebox as if offering a treasure and said, "Boss, this is the "snow &elegance" sample shoe sent by the person who wrote the anonymous letter. ”

Oh? The president sat up straight, took it, and said, "The packaging is so exquisite, and a lot of effort has been made!" ”

"Huh? This spokesperson is very beautiful and temperamental, who is this? ”

Li Jin smiled bitterly: "I don't know who this is, there is obviously no such person among the first-line and second-tier stars!" ”

The president said: "This 'Sifan Commerce' is good at Taobao, this spokesperson is a good candidate, 100% temperament, and it also interprets the brand characteristics of "snow &elegance" very well!" ”

As he spoke, he opened the shoebox, took a pair of "snow &elegance" high heels in his hand, checked the upper and soles, and said, "The workmanship is also very exquisite, and the quality is very good!" ”

I looked at the price tag of the sole again, "998 yuan?" The price is quite high, higher than 'Qianzi', such a shoe will be put in a department store in the future to fight with predators like 'Qianzi', how much success rate is there? ”

Li Jin said: "It depends on who will operate, such a shoe, design and workmanship are no problem, if it can be maintained in the later stage, it only takes time to cultivate its market reputation, and it should have a certain competitiveness in the future department store channel, but the key point is in this time, who will give it time?" Department stores? No, there are leather shoes such as 'Qianzi' to dominate the department store channel, "snow &elegance" can't get a good position in the department store channel at all, no good position means that the starting point of "snow &elegance" will be very low, and there will be no good sales. This brand is faced with two choices, one is to reduce the price, pull down the positioning, so that it is contrary to the original intention of creating this brand, the good operation will be mediocre, a little careless, it will die halfway, there are too many similar brands seen over the years; The other is to smash a lot of money, go to public relations, take one or two department stores to slowly raise, raise, and then slowly develop, which takes a long time, in this long time, the brand will even use its high store opening costs and losses to drag down the entire company. (To be continued......)