Counterattack 1988

Chapter 754 Wen Juan's Birthday Gift
Home textile companies, like other companies such as clothing, have also adopted distribution, franchise, agency, and direct supply from supermarkets in their sales models.So these sales models are also applicable to home textile enterprises.

The traditional distribution system is to develop a large number of primary and secondary distributors.The advantage of this is that the shop is quick and the risk is small.Join the monopoly system, this model can lengthen the product line.Supermarket direct supply, the advantage of this model is that the sales volume is large, and the requirements for product design and marketing capabilities are low.

There are also supermarkets similar to cloth art. This model of product sales is more professional and concentrated.Similar to the marketing methods of Gome and Suning.

It is also possible to create a fast supply chain marketing model, which requires a certain economic foundation and design capabilities.

Various marketing models have their own advantages and disadvantages. The home textile and fabric industry needs to identify its own positioning and choose the most suitable model for its own development.

Wang Lin's Aixiu Group, although doing a lot of foreign trade, is not just a foreign trade enterprise.

The downturn in the international economy has a great impact on export companies. Wang Lin puts 30 to 40% of his business in the domestic market and develops both domestic and foreign markets.

In the home textile industry, the profit of foreign trade orders is generally relatively thin, while the profit of domestic sales is three to four times that of exports due to better product quality and patterns.When there is a problem with foreign orders, it can also be transferred to domestic sales.As the saying goes, don’t put all your eggs in one basket. This is the golden rule for foreign trade companies. If you want to enter the domestic market, you must make full use of your own advantages. The products of foreign trade companies have a very good reputation in China, and their prices and sales are also good.

Almost most of the department stores in Shanghai have opened stores for foreign trade products, which are also a model of high-quality and low-cost products.This model gradually spread to other cities.

Most of the operation methods of large markets and wholesale markets are based on renting booths to sell low-end products.The sales price is low, and the profit is thin. The general gross profit is 10% to 30%.As long as there is a slight profit, it will be sold, forming a vicious competition. Generally, customers think that the quality of the products here is poor.Most of the purchase methods in the market are cash buyouts, and companies can find such markets when they need to clear their inventory.

Aixiu Home Textiles is a big brand. If you go to market wholesale by yourself, you will definitely lose money in the early stage, because the products of Aixiu Home Textiles are of high quality and high cost.If you plan to be in the domestic market for a long time, large markets and wholesale markets are not suitable for the development of brand enterprises.

Another model is the model of specialty stores.

The sales of specialty stores and franchise stores are too small for brand enterprises, and the investment and sales volume of specialty stores are not proportional. If you want to make a decent investment in first-tier cities, you need at least 15 to 20 yuan.The key point is that there are very few specialty stores that are purely home textiles that can really make a profit.Most of the specialty stores run by enterprises are model stores to attract others to join and charge others' franchise fees.

This development model has its own problems. The profit point is not the product itself but the franchise fee.What is harvested is the IQ tax of the franchisees, and what is harvested is the leeks of the middle class.

The specialty of Aishiu Home Textiles is production, and it is not used to go over and over again for a small business.Moreover, the cycle of turning into a specialty store and a franchise store is too long.

Hypermarket model.At present, most of the large-scale hypermarkets in my country sell home textile products. To enter the hypermarkets, you need to pay a relatively high entry fee. Because the hypermarkets have a large number of customers, the sales volume is good, and the settlement method is rarely bought out. They are all deductions, that is, they are extracted in proportion to the sales.There are also acquisitions, but the settlement is not punctual, which is also difficult for enterprises to accept.

Finally, let’s talk about the department store model.Department stores operate in many ways.Some department stores are self-operated, that is, department stores directly purchase goods, but there are various ways of settlement, such as direct buyout, some requiring monthly settlement after the company distributes the goods, and some settlement by pressing batches.Due to the high rents of department stores, the tenants of the products produce their own samples, and the overall effect is generally not very good, which also has a negative impact on sales. Moreover, vicious competition is inevitable because of the rent payment, and the sales price fluctuates from high to low. very unstable.There is another way, that is, the discount rate of department stores, that is, 25% to 30% of sales go to department stores, and the pricing power rests with the sales side. Generally, the sales side multiplies the product purchase price by 2 to 3 times. Sometimes shopping malls require discounts. Well-run shopping malls sometimes require a guaranteed sales amount.

These methods, Wang Lin knew, Deng Dabao also knew.

As a matter of fact, all the business points of Aishiu Group now sell to department stores and hypermarkets, but the sales volume is not satisfactory.

Deng Dabao thought that Wang Lin would open self-operated stores and franchise stores, after all, this is the best way to shape the corporate image.

However, what Wang Lin said shocked Deng Dabao even more!
"Brother Dabao, how often do you change the bedding at home?"

"Ah?" Deng Dabao thought for a while, and smiled, "It seems that they are rarely changed, and they are only bought when they are broken. We still use the sets of quilts we bought when we got married."

Wang Lin nodded: "This is the current situation of my country's home textile industry. Consumers only buy clothes when they need them, unlike people who buy clothes for good looks and comfort."

Deng Dabao said: "That's for sure. Home textile products are different from clothes."

Wang Lindao: "However, the consumption concept in foreign countries is different from that in our country. They buy it for looking good and comfortable, and for decorating the whole family. Spring is here, and they want to buy bedding that is suitable for spring. In summer, they also want to buy bedding that is suitable for summer. and pattern."

Deng Dabao chuckled: "I can only say that foreigners are really rich."

Wang Lindao: "Because our country's home textile products are not in series, people haven't spent one or two months' wages to change the family environment in their minds. If we produce samples in series, it will be clear at a glance. For example, now The ones used at home are plain ones, if they are replaced with big flower ones, the changes in the home will definitely be great, and the home textiles with a different environment are estimated to only cost a few hundred yuan, which is affordable by ordinary people.”

The more Deng Dabao listened, the more confused he became. Isn't he talking about sales?Why did Mr. Wang talk about design and production again?
He reminded Wang Lin: "Mr. Wang, our top priority is to find a good sales channel."

Wang Lindao: "More than 80% of the home textile products are bought by women over the age of [-]. Generally, if there is something at home, she will not go to the home textile store. If you don’t have a certain flow of customers, then find a way to attract customers.”

Deng Dabao said: "According to you, the department store model is the best? Because they have their own traffic, and women also like to go to department stores. When they see good-looking home textile products, they just buy them back. gone."

Wang Lin said with a smile: "Department stores are certainly good, but there is another place that has more accurate traffic than department stores! And most of the people who go there are female comrades over the age of 20!"

Deng Dabao said: "There is such a place? Why didn't I think of it? Mr. Wang, don't be fooled, where is it? Tell me directly! I am stupid, I can't guess!"

Wang Lin laughed and said, "It's the Xiuzhilin clothing store!"

"Ah!" Deng Dabao's eyes stared straight for a moment, he slapped his thigh, and laughed, "Ah! Mr. Wang, why didn't I think of this! Mr. Wang is still very good, why did you think of this? Xiuzhilin clothing store! This is simply a place where natural women gather and pile up!"

Wang Lin said with a smile: "That's right! Those who go to Xiuzhilin to buy clothes are housewives with independent consumption ability, or single women with jobs, or men with money in their pockets. In short, they go shopping, It’s just for shopping! Women who like to buy new clothes must also like to visit home textile stores.”

Deng Dabao finally caught up with Wang Lin's train of thought: "Oh, Mr. Wang, I understand, you plan to open up a space in the existing Xiuzhilin clothing store and decorate it into an Aixiu home textile store? "

Wang Lindao: "Yes, our Xiuzhilin clothing stores have already been opened in all major cities. We don't need to find outside partners, and open an Aixiu home textile store in our own store. This home textile store It doesn’t need to be too big, it can accommodate two beds, a few cabinets, and display our most distinctive bedding products.”

Deng Dabao's eyes brightened: "Mr. Wang, you are amazing! This is simply a stroke of genius! We can use the existing Xiuzhilin store to complete the sales layout of home textile products."

Wang Lindao: "You and Li Wenjuan should discuss this matter. She is in charge of Xiuzhilin stores. Xiuzhilin stores across the country can be renovated at the same time."

Deng Dabao said: "This one doesn't need to be decorated separately, nor does it need to be too luxurious."

Wang Lin thought for a while and said, "We can adopt the assembly mode, which is to customize a background board, and then buy two cabinets and two beds. It's very simple."

Deng Dabao said with a smile: "In this way, within a week, we can open the stores of Aixiu Home Textiles all over the country's large and medium-sized cities!"

Wang Lindao: "As for the high-end directly-operated stores, after the opening of Aixiu Plaza, I will reserve an eye-catching shop for Aixiu Home Textiles. I can also cooperate with Dongyang's Maile Supermarket, and I can also cooperate with Wanjia Supermarket. .We open Aishu Plaza every day, and Aishu Home Textiles can open a few more stores.”

Deng Dabao rubbed his hands, stretched his brows, and said with a smile, "Mr. Wang, that's great! With so many sales channels, we don't have to worry about selling our home textile products. Then I'll go to Mr. Li to discuss it now. "

Wang Lin waved his hand: "Go."

After a while, Li Wenjuan walked into Wang Lin's office and said, "Brother-in-law, do you really want to set up a home textile shop in Xiuzhilin store?"

Wang Lin was instructing a document, when he heard the words, he asked, "Why not?"

Li Wenjuan grinned and said, "There's nothing wrong with it, I've already agreed. Brother-in-law, does the home textile belong to me?"

Wang Lin was stunned: "You are in charge? Do you care about this management right?"

Li Wenjuan said: "Brother-in-law, think about it. This home textile shop is opened in our Xiuzhilin store. If it is not under my unified management, how many conflicts will there be? If you put the home textiles under my management, what can you do?" Save a lot of labor costs!"

Wang Lin thought for a while and said, "Aixiu Home Textiles is an independent brand, and the Xiuzhilin store is just one of the sales channels of this brand. If you put this part under your control, then the management rights of Aixiu Home Textiles will be sacked." It's gone. If all the sales rights of Aixiu Home Textiles are handed over to you, your workload will be too heavy, and there is no need for this. Is it?"

Li Wenjuan rolled her eyes and said with a smile: "Brother-in-law, then you will give me all the sales rights of Aixiu Home Textiles?"

Wang Lin shook his head: "No way. If you can make Xiuzhilin a good one, it will be great. Wenjuan, don't be greedy. If you are too greedy, you won't be able to chew it. Now that the Xiuzhilin brand has shoes, you should think about it. How can you start this shoe brand now!"

Li Wenjuan said: "Brother-in-law, I think that selling shoes in a clothing store can be said to be a sideline business, and many clothing stores also sell shoes, but, isn't it a little bit irresponsible for clothing stores to sell bedding?"

Wang Lindao: "That's very simple. Our stores are all very large. Why don't you just open a door for Aixiu Home Textiles in each store near the street? What I want is to drive popularity in the stores."

Li Wenjuan spread her arms and said helplessly, "The shop is yours, so you can do whatever you want! Anyway, I don't care."

Wang Lin felt that this matter was more important. Sitting in the office, it was easy to point out casually, but how to arrange it and how to decorate it?This is really a thing.

He tidied up the documents on the desktop and said, "Let's go, let's go to the flagship store on Nanjing Road."

"Okay, brother-in-law, it's been a long time since you came to inspect the work in our store!" Li Wenjuan jumped up, happily holding Wang Lin's hand.

Wang Lin slapped her on the back of the hand: "How old are you, and you still cling to brother-in-law like this? Be careful not to get married!"

Li Wenjuan groaned, withdrew her hand, pouted her mouth, and touched the hand that was beaten: "Brother-in-law, you want to marry me again? I won't marry!"

Wang Lin smiled and said, "Okay, okay, don't marry! I think you are still a child, you haven't grown up yet!"

Seeing her rubbing the back of her hand, she said, "What's wrong? Does it hurt?"

"Look! The back of your hand is red from your beating!" Li Wenjuan stretched out her hand in front of him, "You don't know how tender a girl's hand is? Hit me so hard! If it was my sister, would you dare to hit me? "

Wang Lin held her hand, looked at the back of her hand, it was really red!

"I'm sorry, Wenjuan, I didn't mean it." Wang Lin let go of her hand and said apologetically, "I just wanted to make a joke with you. Let's go!"

"You have to give me a gift! Compensate me!" Li Wenjuan chased after her.

"Gift? Okay, what do you want?" Wang Lin asked.

"Well, let me think about it!" Li Wenjuan raised her head slightly, her face was looking up at the void at a 45-degree angle, she put her finger on her mouth, and subconsciously bit, "Yes, I want a special gift!"

"What gift?" Wang Lin asked.

"Take me out of the country! You can go to the East, or you can go to the United States." Li Wenjuan laughed and said, "How about it? Isn't that too much to ask?"

"I have no plans to go abroad anytime soon."

"Brother-in-law! You must promise me. It will be my 20th birthday soon! This is also your birthday present to me!"

"Oh, it's your birthday?" Wang Lin said with a smile, "That's good, I'll give you [-] yuan, you can go out and play by yourself! You can go anywhere you want!"

Li Wenjuan stomped her feet, ran up to Wang Lin, and stopped him with her hand: "No, what I want is not money! What I want is you—to go on a trip with me. Do you agree? Good brother-in-law, you agree Me? I’m already 20 years old. There’s only one request. Are you so cruel to reject me? How cute do you think I am? Hee hee!”

(End of this chapter)