Li Jin looked directly at Lin Fan and said, "Why is Mr. Lin interested in 'Yaxi'?" ”

Lin Fan said: "First of all, the brand positioning of 'Yaxi' is 'popular, Fashion', take the public and people-friendly route, and after so many years of market cultivation, has now become a well-known women's shoe brand well-known throughout the country; moreover, just now Mr. Li also mentioned a point of view, that is, Qing Province, as a populous province in Chinese mainland, with the rapid development of the economy in recent years, the current consumer purchasing power and fashion have increased rapidly, and at this time in Qing Province, the category of women's shoes in the street shop this road has no strong competitors, so I think this is a very good opportunity. ”

Looking at Lin Fan, who was talking eloquently and high-spirited, the contempt in Li Jin's heart gradually dissipated, and he became more and more interested in this young man.

"Mr. Lin's remarks can be regarded as a compliment to us, or it can also be called Mr. Lin's reason for choosing our brand, but I also need Mr. Lin to give us a reason to choose Mr. Lin as a collaborator."

Lin Fan nodded, opened the briefcase, took out a document and handed it to Li Jin and said, "This is the layout plan I made in Qing Province in the next three years for the 'Yaxi' brand." ”

Li Jin took the document, stared at it, and was amazed in his heart, this young man's careful thinking, cutting-edge planning, advanced thinking, and rigorous layout, even in the eyes of himself, an industry insider who has been doing expansion work for more than ten years, has to give a thumbs up.

"Mr. Lin's planning is very good, but the task is very arduous, one of the points proposed by Mr. Lin, to achieve 150 million retail sales in three years, even if our brand has developed for so many years, it has just achieved 500 retail terminal outlets across the country, with annual sales of 800 million."

Lin Fan smiled and said: "Mr. Li is testing me, as far as I know, 'Yaxi' can be described as twists and turns in the brand positioning, from the earliest products with beautiful styles and low prices, and achieved a good market response; For the loyal consumers of the 'Yaxi' brand, they obviously can't accept the increase in retail prices due to the increase in costs, which leads to the loss of a group of loyal customers for 'Yaxi', and the market recognition of the new mid-range consumer group has not yet been cultivated, so the result is that the 'Yaxi' brand has to be adjusted again, and finally the 'Yaxi' brand is positioned as a popular low-end women's shoe brand. ”

Li Jin nodded and did not interject.

Lin Fan continued: "Your company's brand positioning was established, to be exact, a year ago, and in this year, your company began to exert force, adding 200 retail outlets in one year, I believe this is just the beginning, next, your company will speed up the layout of retail terminals, and a wave of store opening is coming." ”

"In terms of your company's current major channels, the largest output is in street shops, so in my planning, I am also based on street shops, supplemented by department stores and supermarket channels, and develop multiple channels at the same time."

"When it comes to 150 million, I don't think it's a challenging goal. Based on the annual contribution of 50 million new stores and a 10% increase in old stores, if I can achieve 50 million in the first year, 1005 million in the second year, and 160 million in the third year. To achieve this goal, I only need to improve the layout of the second- and third-tier cities in Khanh Province. ”

Li Jin nodded, agreeing with what Lin Fan said, and then said, "How does Mr. Lin think 'Yaxi's store should be opened?" ”

"Street shops require a first-class business district, with active online passenger flow, a usable area of more than 80 square meters, and a face width of more than 6 meters; In department stores, try to choose a side hall with a good circulation line in a class of department stores, which is conducive to the promotion of brand image; Supermarket stores choose the places where the flow of people at the exit of the supermarket must pass, and the image requirements of the store area are consistent with those of street shops. ”

Li Jin said with a smile: "Mr. Lin, if I hadn't been in the company for so many years, I would have doubted whether you came out of our company's development department. ”

"Where is Mr. Lin's first store located?"

Lin Fan took out his laptop, opened the business district map of Zhonghai Pedestrian Street, handed it to Li Jin and said, "Mr. Li, please see, this is the business district map I made." ”

Li Jin was moved again, and had to admit that Lin Fan's business district map was very beautiful, the location of each shop, the bus stop stops, zebra crossings, the main entry and exit points of passenger flow, and the large department store collection points were marked very clearly, even a professional like him couldn't find anything wrong.

At a glance, I saw that Lin Fan marked the target store "Spring" women's clothing, and also saw the basic conditions of the store's width, area, floor and height in the annotation. At the same time, I also saw the retail sales survey data and rental market data annotated by Lin Fan on other stores such as Semir and Meibang.

Li Jin opened the photos of the business district in the folder that Lin Fan kept, looked at the endless crowd, and sighed: "Opening a store here is not only able to make sales, but also this is a live advertisement, an advertisement that never stops for 365 days." ”

Lin Fan also nodded in agreement with Li Jin's view on advertising theory. Then he spread out the lease contract of the store on the table and said: "This store, I have signed a contract, Mr. Li, please take a look." ”

"The rent of 580,000 yuan a year is not small, and the rent pressure is not small, how much does Mr. Lin estimate the turnover of the store?"

"12 million sales a year, I am confident." Lin Fan replied confidently.

Li Jin looked at Lin Fan in surprise, and said half-loudly: "Mr. Lin is very ambitious, if he can make such a high sales, then this will be the store with the highest contribution to our company's current performance." ”

Lin Fan said: "I have this confidence, but I also want the company to support me." ”

"What do you mean, Mr. Lin?"

"Product support, as well as the promotion of merchandising knowledge, and the training of daily store management."

"In terms of product display, the company can arrange display engineers to train store staff, and we can also arrange senior sales supervisors to help in the daily management.

Lin Fan pondered for a moment and said, "Can I believe that Mr. Li has agreed to hand over the market in Qing Province to me?" ”

"Personally, Mr. Lin is currently the customer I have seen to join, regardless of age, let me be the most optimistic to join the customer, from a simple conversation, I know that Mr. Lin chose us, not only to make money with this brand, but more importantly, I see that this brand will also be under the operation of Mr. Lin, and constantly improve its brand value, which is precisely the most important place for the group company, so I support the market in Kyong Province to you."

Lin Fan was overjoyed, but his appearance was very calm, and he said, "Then can you show me the franchise policy?" ”

"Of course," Li Jin shouted to assistant Lucy, who took a document of "Yaxi's franchise policy" and gave it to Lin Fan.

Lin Fan calmed down his excitement, and studied the franchise policy word by word, after a long time, Lin Fan frowned, put the franchise policy on the table, and sighed in his heart that it was really a big bully.

The ordering mode of the "Yaxi" brand is a futures model, that is, at the end of the previous year, you have to submit an order plan and plan the order amount you want in the next year. Once the plan is submitted, the company is not responsible for restocking in the coming year if there are fewer orders. If you order too much, you can't do without. Of course, because it is now April, this year can be appropriately relaxed, and each order is based on the situation of the group company, so as to ensure the supply of goods as much as possible.

The purchase price of shoes is 2.8% off the marked price, except for the replacement of defective products, there is no return policy, which means that the inventory pressure is also borne by the franchisee.

It is also agreed that all the decoration should adopt the unified version of the company, and the decoration construction will be arranged by the group headquarters to be unified by the engineering team, and the decoration cost will be 1,200 yuan per square meter.

Compared with the policy that some brands in later generations in order to speed up the market layout, give franchise customers decoration, props support, and all inventory can be returned and replaced, it is simply too deceitful.

But Lin Fan knew that here in Yaxi, there was no room for bargaining in all this. This franchise policy is not for him alone, and he is not important enough for 'Yaxi' to give him special attention.

In his future planning, "Yaxi" is not only what he needs for the accumulation of wealth in the early stage, but also he has to rely on the brand advantage of "Yaxi" and use this platform to realize his follow-up plan.

In the end, Lin Fan gritted his teeth and signed a contract, the contract period was 5 years, and within 5 years, the company's direct stores would not enter Qing Province. Lin Fan paid a deposit of 500,000 yuan, and the goods were purchased in cash, and the payment was delivered.