What are the advantages of home appliance retail chain enterprises?

Home appliance chain stores are mainly responsible for procurement and distribution, and stores are responsible for sales. Household appliance retail chain enterprises, through the standardization of corporate image, specialization of business activities, standardization of management methods and modernization of management means, have the advantage of making complex business activities relatively simple on the basis of division of functions, thus achieving economies of scale. Let me introduce the related contents of household appliance chain operation to you. Let's have a look. 1. What is the chain operation of household appliances?

Franchise chain enterprises of household appliances generally refer to enterprises specializing in the retail of household appliances. Generally, more than four retail stores are organized and managed by a central organization, with the same interior and exterior decoration style, commodity types and service methods. It is an important feature of chain stores to adopt the policy of saving sales expenses and making small profits but quick turnover in order to win customers and occupy the market.

1, unified management

Like other chain stores, chain stores specializing in household appliances have established a set of management system with management system, management standards and management methods as the central content, forming a standardized management model. The unified management of each store includes personnel management, purchase and sale management, accounting management, inventory management and safety management. Rely on strict management, implement unified large-scale operation, and achieve target benefits. All stores carry out all work according to unified management standards, strengthen assessment and training, improve the management and service level of stores, coordinate with all operational links, and change the single store operation mode.

2. Unified procurement

The essence of chain operation is to achieve the goal of pursuing scale benefits through scale operation. As a commodity management, the particularity of its consumption makes the quality of supply more important. One of the core contents of chain operation is unified purchase. Each branch of the enterprise provides its procurement plan to the commodity distribution center of the headquarters according to the operation situation. The distribution center under the jurisdiction of the headquarters implements centralized and unified procurement in the supply organization, and then distributes it to all stores according to the plan and temporary demand, thus reducing the procurement cost of bulk decentralized procurement, reducing the operating cost from the scientifically and reasonably arranged procurement batches, optimizing the goods and suppliers during centralized procurement, and ensuring the quality of goods.

3. Unified identification

Logo is an enterprise identification system, including enterprise name, enterprise logo, color application, expression form and so on. Its function can distinguish enterprises and facilitate consumers' identification. Because of the wide range of chain stores, the unified branch logo, emblem and other enterprise identification systems are the most direct and eye-catching manifestations of chain stores, and also the most basic unified content of chain stores, which helps consumers to identify and identify shops scattered in different regions. Each branch uses a unified slogan, slogan, commodity display mode and style, employee clothing, etc. A unified identification system can establish a corporate brand image, give consumers a sense of trust and enhance their loyalty to corporate brands.

4. Unify goods and services

Unified commodity service is a very important content in chain operation. Without the unity of service, the brand function of chain stores will not be reflected and the purpose of chain operation will be lost. In other words, the unification of services includes not only general services, but also brand significance. In the process of operation, the service has strict and unified norms and processes. Unified service specifications include service environment requirements, basic quality of service personnel, service work standards, shopping service specifications, service measures and publicity. After unified training, employees will take up their posts, implement unified job specifications, reward and punish according to unified standards, and all branches will reach a unified service level according to the requirements of unified service specifications of the headquarters. No matter which branch consumers go to, they can enjoy the same products and services.

5, unified distribution

Distribution is the concentrated embodiment of household appliance chain operation, the logistics embodiment of unified commodity procurement, and the intensification of commodity operation and enterprise management level. The distribution center of the headquarters implements unified distribution of the goods sold by each branch, is responsible for the quantity management and quality management of the goods, and handles the relationship between distribution and each store. Through the internal computer network management system, the distribution center monitors the functions of purchasing, acceptance, warehousing, outbound audit, transportation, delivery, etc., scientifically controls the variety and quantity of inventory, and is also responsible for the return of goods. Unified commodity distribution ensures the high-quality service of stores in time and effectively, and makes a reasonable distribution route according to the location of each branch and the required commodity situation, saves labor and transportation costs, reduces inventory, and ensures the distribution service level and commodity supply of each branch.

Step 6 unify prices

The unified purchase and distribution of home appliance chain stores create conditions for the unification of prices, and all stores implement a unified price policy for the same commodity, including various preferential promotions. The headquarters has set up a special price personnel to take charge of price management and regard it as an important content of unified price. Price personnel shall review the purchase price according to the market situation and be responsible for commodity price adjustment, supervise and inspect the price execution and price marking of each store, and implement relevant price policies. Price changes such as commodity price adjustment will be unified, and all stores will adjust prices in accordance with requirements and within the specified time. Unifying commodity prices is beneficial to chain operation, and it is also convenient to give play to the competitive advantages of chain organizations.

2. What are the advantages of home appliance retail chain enterprises?

1, scale advantage

It is franchise chain, a home appliance, that has got rid of the traditional business model's bondage to economies of scale. It can open a number of stores in different regions, and purchase and distribute goods in a unified way, thus reducing the costs and expenses in all aspects, making it have the advantages of large-scale group operation and quickly occupying the market. It is organically combined with the dispersion and single personality characteristics of retail activities, forming the same fate in operation, creating a large-scale business model of retail industry and forming a large-scale market situation that echoes from afar. In this way, home appliance enterprises in franchise chain have the advantages of economies of scale, and thus have the low-cost core competitive advantage of economies of scale, resulting in huge economies of scale. Its advantages of economies of scale overcome the weakness of small scale and dispersion of general retail stores, and its unified management has strong ability to resist market risks and participate in market competition.

2. Information superiority

In modern enterprise management, obtaining and mastering information is very important for the success or failure of enterprise management. In a sense, market competition is information competition. Although home appliance enterprises in franchise chain are scattered in many stores, the information network formed by modern management means and advanced computer information technology enables them to deliver information in time, manage and command quickly, and give full play to their own information advantages. Its information advantages are mainly reflected in the following three aspects. First, there is a lot of information. Because there are many branches in the chain system, covering multiple regions, each branch quickly transmits product sales, market and industry information to the headquarters, forming a huge information system and collecting a large amount of information in time. Second, the information content is true and reliable. Many branches directly face consumers, and can truly obtain information on the needs of consumers at all levels and types of society and the actual operation of stores. Professionals sort out, analyze and summarize more practical information. Third, information transmission is simple, correct and fast. The speed and quality of information transmission between chain headquarters and member stores are guaranteed by the internal network system. Because of the advantages of information, it plays a very important role in adjusting and improving business strategy in time, thus expanding market share continuously.

3. Cost advantage

There are many stores in home appliance franchise chain enterprises, and the number of stores is relatively large, which is easy to realize scale operation. It has the characteristics of unified purchase and marketing, and can concentrate on large-scale direct purchase from manufacturers, reduce intermediate links and save circulation costs. Scale effect has bargaining power for manufacturers, prompting manufacturers to give special preferential policies on commodity supply prices, enjoy price discounts and reduce the cost of decentralized procurement. Unified distribution and promotion activities are implemented in operation and management to reduce the total cost. In the process of commodity sales, because many stores operate at the same time, there is rarely a backlog of goods. Even if there are unsalable goods in some areas, they can be solved through internal adjustment and digestion. At the same time, due to the centralized and unified procurement, warehousing and distribution in the distribution center, the inventory and transportation costs are greatly reduced, the overall liquidity is less, and the capital turnover speed is fast, so it can seize a larger market share through price advantage.

4. Advantages of specialization

Household appliances franchise chain enterprises only deal in household appliances, with accurate target market positioning, clear target customer base and clear market analysis and decision-making direction; It is highly targeted when promoting corporate image, business philosophy, products and services, which can save a lot of resources. Because of "specialization", a certain kind of goods it manages are complete in variety and high in technology, which can meet the special needs of a certain market; It is possible to track and study the home appliance market, grasp the latest fashion trends in the home appliance market, and then organize new and exotic goods to provide consumers with the latest goods and services; And make the variety, specification, grade, design and style of the goods it manages complete, meet the choice needs of customers with different consumption types, and easily meet the needs of a certain aspect without running around. After special professional training, sales staff can provide more adequate services to consumers in various ways, so that consumers can easily buy goods suitable for their functions. Enterprises put all the promotion efforts on home appliances, and their strength is definitely stronger than that of the department of home appliances in shopping malls. The specialized division of labor with the function of "purchasing, selling and storing" is implemented, and the division of responsibilities among the headquarters, logistics system and branch companies promotes the improvement of efficiency and reduces the costs and expenses from the aspects of logistics and sales respectively. Such specialized division of labor and cooperation makes the efficiency of chain enterprises higher than other types of enterprises in the same industry, which is very conducive to the expansion of scale.

5. Price advantage

The relatively low price of goods is the operating characteristic of franchise chain, an organization form of household appliances, and it is also a big advantage to win the competition. The management system of household appliances franchise chain provides the basis for its low-price strategy, because it controls most of the retail market of household appliances, and centralized procurement makes it have the bargaining power with suppliers. In terms of market share, suppliers should meet the requirements in terms of price and commodity quality. Low-priced goods are obtained through bulk purchase, and direct purchase channels reduce related transaction costs, making it possible to sell at low prices. The greater the sales volume, the greater the purchase volume, the heavier the weight negotiated with manufacturers, the lower the purchase price, the lower the sales price, and the lower the price of the same type and specification, which will promote sales. The secret of the virtuous circle of home appliance franchise chain lies in diligence, sales and determination.

6. Convenience and brand awareness

Because the branches of household appliances franchise chains are mainly distributed according to market conditions, it is easy to adapt to the needs of consumers. Moreover, its professional operation enables consumers to quickly find the goods they want in home appliance retail chain enterprises, and at the same time enjoy high-quality professional services. For example, knowledge about products and precautions for use can be answered satisfactorily in professional retail chain enterprises. At the same time, coupled with the price advantage of franchise chains, consumers' subjective will to buy in franchise chains has gradually formed. As an enterprise, brand is the key to the retail market. Brand management can not only provide value for customers, but also create value for enterprises. The brand of chain enterprises is the sum of all kinds of perceptual impressions and rational understanding of consumers' products and services of chain enterprises. Some large domestic household appliances enterprises in franchise chain have been operating in the domestic market for a long time, and some of them have become well-known domestic brands, and they have also formed a good brand image and corporate image in the eyes of ordinary people, which undoubtedly gives them great advantages in the competition.

7. Strong ability to resist risks

Franchise chain, a home appliance, can quickly gather many individual capital and invest in a specific area or branch to operate. The greater the amount of funds invested, the greater the possibility of seizing market opportunities and the greater the benefits. Because chain enterprises are composed of multiple branches, the overall economic benefits will not be affected by poor management of one branch; The overstocked goods of individual branches can be "digested" through internal adjustment, so that they have a strong ability to guard against operational risks. More importantly, chain stores, such as network systems, extend to a larger market scope, directly contact consumers at all levels, and are more sensitive and comprehensive to information such as consumer needs than ordinary stores, which is conducive to headquarters making more adequate predictions and effectively avoiding market risks, which is more difficult for other commercial forms to do.