Prince password wangzimima franchisees sell their bulk goods, influence the brand image to be punished by the company

Affiliated with the Prince’s password brand to sell bulk goods privately, and the quality problem was blocked by customers, affecting the brand image to be punished by the company.

This is a real case that makes people think...

Her name is Yang Yumei (a pseudonym), a persistent and diligent businessman. Over the years, Yang Yumei has been operating a Chengdu snack in the local area. In the past two years, as the catering industry's profits have gradually thinned and store rentals have continued to rise, Yang Yumei intends to change jobs. The business, an accidental opportunity in 2010, Yang Yumei saw the Prince's password brand clothing in Beijing, after careful inspection, he gave up the restaurant business fully devoted to the clothing industry.

Yang Yumei’s Chengdu snacks were opened in the local area for four or five years. Her husband was responsible for cooking and he was responsible for taking care of miscellaneous pieces. In the past couple of years, both couples had been ashamed and black. The 80-square-meter restaurant started to invest more than 100,000 yuan. Hard work, now the restaurant's daily turnover is basically maintained at 1,500 yuan, the average gross profit is about 50%, Chengdu snacks customer price is 6-10 yuan, calculated to sell nearly 200 bowls of rice noodles per day, less than each month With 50,000 sales, the raw materials cost, rent, personnel expenses, and other miscellaneous fees are eliminated. The couple can eventually lose about 6,000 yuan each month, which is also considered as a well-to-do level in the local area. Every day, they can be greedy, black, dirty, and tired. Living, seeing the profits of the restaurants getting smaller and smaller, Yang Yumei thought about finding a project that was easier, cleaner, and more profitable than opening a restaurant.

Once I went to Beijing to visit my little sister-in-law and accompanied the little sister to go shopping to buy clothes. Passing through the prince's password men's clothing store and letting them brighten up, the little sister-in-law dragged Yang Yumei to the store to look at the clothes, patiently trying it on, and finally bought a set. Satisfied with the clothes, Yang Yumei found that the younger sisters particularly liked the brand's clothes, and these clothes were really strong in the body, Yang Yumei moved his mind.

She thinks that the boys in his hometown are generally quite delicate and the boys who love to dress up resemble the little ones. If the brand is introduced to his hometown, the market will surely have a strong response. Yang Yumei asked about the daily flow and decided to find it. Manufacturers negotiate and hope to introduce this brand to their most familiar site.

Interlaced is like every other mountain, because he did not open the clothing store experience, choose to join is not very easy, first of all to get the qualification of the headquarters, Yang Yumei's business resume is fairly rich, and secondly, although there is a 80 square meter shop, but In the earlier period, the main business was restaurant and catering business, which was inconsistent with the retail of clothing. The headquarters asked Yang Yumei to investigate the stores.

After several twists and turns, Yang Yumei finally got his contract with Prince Code Company. The company took into account the lack of experience in retail management of Yang Yumei. During the renovation period, he deliberately sent supervision personnel to the store to conduct full-scale guidance, and requested Yang Yumei himself and his staff. To the company to receive training, and Yang Yumei's personality is more stubborn, that he is the best understanding of the local market, his own meal management experience enough to successfully run a clothing store, the staff's advice she is not very cooperative, after the opening of the store The performance is not very satisfactory.

Yang Yumei lost some. The company learned that Yang Yumei's store business was in poor condition. After discussion, she sent a marketing manager to visit the store personally. After the market manager arrived at the locality, he found that there was no problem with Yang Yumei's store location, and the clothing style was also in line with the local market. The enthusiasm of the shop sales staff is very poor, and the customer lacks warm and thoughtful service into the store. Yang Yumei’s team has great deficiencies in sales skills and store management. The marketing manager informed Yang Yumei and the clerk to leave for the company to go to the headquarters for training. Improve team sales.

Yang Yumei accepted the notice from the headquarters. After a short period of training, Yang Yumei returned to the local area and began to divide the team. She managed her own affairs, held a morning meeting on time, organized shop dances, strictly implemented store services, and regularly printed and distributed publicity. One-page and door-to-door greetings and welcoming guests, etc., and the atmosphere of the store have been improved in an instant. In terms of daily sales, Yang Yumei’s team can increase sales from single sales to multiple joint sales, and the added value of sales continues to increase. The slow sales performance has risen, and the highest one can rush to the performance of 4,000 a day. Afterwards, Yang Yumei no longer needs to rely on the support from the headquarters other than replenishment and advertising production on weekdays.

When the former classmates appeared and sought assistance, Yang Yumei was embarrassed.

After Yang Yumei's store opened, a junior high school student who had been engaged in clothing wholesale business between hometown and Guangzhou all the year round inquired about her. In the past few years, branded merchants have exerted a great impact on bulk goods, and e-commerce has also been completely affiliated with bulk retailers. The effect directly caused a fatal impact on physical bulk stores. The clothing wholesale business became more and more difficult to run. It was known that the former classmates were doing clothing and the students found that Yang Yumei hoped to support the business of former classmates.

At first, Yang Yumei disagreed. She worried that if there were bulk cargoes in brand stores, it would undoubtedly have an inestimable negative impact on the brand and the members. Most importantly, if the news was revealed and was known by the headquarters, her business might be cancelled. qualifications. After all, it is difficult to find a clothing brand company with good style, good model and good service.

However, after classmates' sales promotion, and promised to give her 15% less than the wholesale price of other businesses, but also unlimited quantities of orders, Yang Yumei secretly counted, from the purchase discount of brand apparel, private wholesale bulk goods The actual cost can be lower than about 20% of the branded products. The rents and wages of the shops are also rising. It is undoubtedly the wisest choice to reduce costs. It is also selling the handsome clothes. Why can't you try quietly?

Profits seduce her. Yang Yumei played an inadvertent idea of ​​entering bulk cargo. At the same time, she thought of a good way to hide her hands. She copied the prince's password logo to become the leader of clothes and bought a small coder to sell clothes. After the tag is recycled, affix its own printed label, so it is seamless.

This trick completely concealed consumers, but for a long time, the company’s data analysts discovered that Yang Yumei’s purchase cycle was getting longer and longer, and the purchase amount was always minimal. The company’s supervisor had repeatedly called Yang Yumei’s situation and Yang Yumei’s business was not good. For the repeated deception of staff.

There was a quality issue that refused to be refunded and was blocked by four guys.

One day in mid-August, a group of guys went shopping in Yang Yumei’s shop. The four handsome guys got warm hospitality from the sales staff. One person bought a “false prince password” clothes, but they didn’t know about the hidden dangers and exposed them. The next morning, The four guys got back together and rushed to find Yang Yumei to return the money and asked why. One of the guys took out his clothes and opened it. The cuffs of one of the clothes had been opened, while the other one had been washed. Shrinking, unrecognizable, the guy complained about how this brand of clothes is so bad, Yang Yumei did not give a return on the basis of product codebreak (because the wholesale is broken code Weihuo), but allows them to adjust other styles, the four guys are not good Provoked, they felt that Yang Yumei did not give back the money, and she uttered an angry voice that was loud and noisy. The pedestrians were curious to stop and watch. The atmosphere became very tense. The guy threatened to give up the market and let the shop owner give an explanation. This matter will not stop.

One of the more rational guys did not recommend groundless prosecution. He proposed to call the brand’s company first to seek a statement. After he had started his work, he immediately dialed the 400 phone number on the tag. After dialing the customer service, the guy informed him of the ins and outs of the matter. The company, and the prince cipher staff let the other party report the company code on the tag, the result is even more bizarre, the customer service did not find the money, ten minutes later, the customer called back to the customer, and informed the customer that the money is definitely not the "prince. "Yin password" products, Yang Yumei knows that things have come to light, do not want to make this matter, then immediately apologize to the customer, promised to unconditional refund for all the quality of the goods, a group of young people go away, the matter settled.

The matter was passed to the company. The staff immediately contacted Yang Yumei and asked Yang Yumei to explain the real situation. He also arranged the after-sales manager to investigate the matter thoroughly. The Yang Yumei incident seriously affected the reputation of the Prince's password brand in the local area. The staff informed Yang Yumei. According to the contract signed by the two parties, private sales of non-prince cipher products must be punished in accordance with the contract. The headquarters will have the right to terminate the contract unilaterally and to cancel the qualifications for joining Yang Yumei. If the circumstances are particularly serious, Yang Yumei may also Was sued by the company.

When the staff left, Yang Yumei was told to wait for the punishment result. Yang Yumei regretted that she hoped that the headquarters could be punished lightly. So she decided to visit the prince cipher headquarters in person. After the chairman knew of this incident, he personally received the arrival of Yang Yumei and the director. In a conversation lasting up to three hours, Yang Yumei expressed her recognition of the prince's password brand and repeatedly showed her determination to do it in the local area. She sincerely confessed her own mistakes. The chairman is very understanding as an entrepreneur in entrepreneurship. The hardships of the previous period, especially the underfunded entrepreneurs, were even more difficult. In response to the incident, the chairman of the board of directors persuaded Yang Yumei and described his early entrepreneurial career. “An excellent businessman must learn to focus, focus, and avoid Inspired by greed, "This is Yang Yumei's most inspired sentence.

Since Yang Yumei had a good attitude towards the incident and was still loyal to the prince password brand, the chairman forgiven the diligent and persistent businessman. However, in the event, Yang Yumei must be criticized by the company’s news and will “ "Yang Yumei Incident" is used as a reference case to warn other franchisees or customers who want to join the Prince's password. At the same time, the company continued to send professional supervision to the local area to maintain support and guidance for one month, and contacted him. Before the complaints were made by several consumers of Yang Yumei, the Prince’s password company presented gifts, and the supervisors expressed apologies to the customers on behalf of the company. At the same time, they helped Yang Yumei revitalize the local market and recreate a good brand image.

It is not accidental that the four young men encircled the owner of the store. Although the industrious businessman Yang Yumei was keen on her career, she could not withstand the temptation and chose the opportunistic way. The result was self-deception. , Maybe there was a loss of consumers before this incident, but Yang Yumei did not encounter customers who came to cause troubles. In the short run, Yang Yumei realized profit maximization, but from a long-term perspective, the pursuit of profit maximization, lack of brand management The consequence of consciously deceiving consumers is to raise a rock and hit one's own feet.

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