Misunderstanding of the manufacturer shop.doc

 PAGE \* MERGEFORMAT 7 Misunderstanding of the manufacturer shop T is a well-known dairy brand manufacturers, their products in various types of food sold in supermarkets has remained the top three position. In 2005, they began to select part of the city to operate its own dairy stores, and to franchise and chain manner to the various kinds of community penetration. We will be based on the performance of T to a shop to explore some of the flaws of such chains, and thus drawing their attention to franchising when involved in a number of strategic thinking necessary to change. Be pointed out that: we do not criticize the vision to see with pure T, in terms of passenger traffic or the price to see, T chain in the performance of a number of shops is already quite good. To understand, from a manufacturer’s brand transition to a retail brand, during which the gap will take a very long time and professional effort to fill. T shops failure We are in October 2005 to 11 months, on an approximately 20 square meters of T community conducted a series of dairy inspection. Because they do not contain the deep evaluation of the store, so we do not first analyze the structure of its customers, but the most basic starting retail management techniques, we can in the following analysis, the factors that customers play a role in secretly. Part of the study results are as follows: Atmosphere - despite the T products, a very important part of the customer base of young people (especially women), but unfortunately, we do not think this T atmosphere is very appealing. A striking phenomenon: As the temperature dropped quickly in Beijing this year, so the city has shown signs of a cold gray winter-specific. Naturally, the customer would very much like in a store experience to ‘warm’ atmosphere. But the main colors on display T, the habit is still in use in the summer, showing green, white and blue cool color. Coupled with the store shelves of dark tones, Chen De Poxian