First, the main characteristics of chain operation
Chain operation is a form of business organization and mode of operation, and it is a business operation activity under the unified leadership of the headquarters, which is composed of a consortium of several shops or branch enterprises and carried out under the same enterprise name.
The main feature of chain operation is that the headquarters is responsible for procurement and distribution, and the shops are responsible for sales. Through the standardization of corporate image, specialization of business activities, standardization of management methods and modernization of management means, complex business activities are relatively simplified on the basis of functional division, thus achieving economies of scale. The characteristics of chain operation are six unifications: unified procurement, unified distribution, unified logo, unified marketing strategy, unified price and unified accounting.
More easily confused with chain operation is unified distribution. Unified distribution, as the name implies, is unified purchase, and it is enough to sell separately. In order to reduce the procurement cost, several sales departments have joined forces to concentrate on procurement, and the profit margin of the procurement department has been improved by increasing the purchase volume of a single batch. There is no close relationship between distribution departments, which is a lower-level organizational form.
As a chain headquarters, more important than unified procurement and distribution, it must also have the functions of comprehensive business planning, commodity development, business model development and research, business guidance, staff training, etc., in order to ensure that enterprise characteristics and business style are faithfully reflected in all chain stores. It is the premise of establishing a chain system to formulate a set of standard and feasible management models and effectively implement them in branches to lock in customers' feelings about chain brands. Therefore, a distribution shop with unified distribution function can never be regarded as a chain headquarters, and unified distribution is by no means a chain operation.
Two, chain operation is the integration of a set of retail business technology.
As an advanced form of business organization, chain operation is advanced in that it is the integration of a whole set of business operations. This technology integration should include at least five core technologies:
1, computer management technology. Computer management system is the soul and forerunner of chain operation. Mature computer management technology should at least include the following aspects: system technical specification and data standard, powerful network connection function, reliable background and foreground processing system, convenient operation control system and operation interface, and constantly improve the intelligent level of the system.
2. Central procurement technology. The central procurement system is the cornerstone of the whole chain. Its core lies in unifying the standard duties, responsibilities, rights and interests based on computers, and comprehensively applying a set of mature purchasing operation techniques in the way of quantitative assessment and variety management, so as to achieve the purpose of reducing costs, improving efficiency and promoting sales by centralized purchasing, which is by no means the concept of unified distribution.
3. Logistics distribution technology. Logistics distribution is the key to the smooth operation of chain operation. Without successful logistics and distribution technology, there will be no successful chain operation. Logistics distribution technology includes: data import, bar code compilation, distribution system, distribution quantity, variety control, return processing, warehousing and transportation, etc. The logistics distribution of Xinhua Bookstore is more manual, and the technical content is very low. At present, Shanghai Century Publishing Group has established a high-tech modern logistics system by introducing technology from Taiwan Province Province, and Xinhua Bookstore in Zhejiang and Jiangsu provinces has built an automatic transmission and sorting system of 70,000 square meters.
4. Marketing innovative technology. With the intensification of market competition, marketing innovation technology has become more and more important. Innovative marketing techniques include CIS design, festival combination marketing, special exhibition, variety management, sales methods, customer asset management, service etiquette and so on. The marketing management of Xinhua Bookstore is relatively backward and still in its infancy, so it needs to learn from the experience of other industries and foreign countries.
5. Human resource management technology. This technology emphasizes the development and utilization of human resources, pays attention to cost and benefit, cultivates team spirit, establishes assessment system and incentive mechanism, strengthens the loyalty of talents to the cause, and changes passive personnel management into active human resources management. Through its corporate culture infiltration and human resource management, Wal-Mart has turned the rigidity of German shop assistants into enthusiasm, increased the contribution rate of employees and enhanced the cohesion and affinity of the enterprise.
Third, management control is the guarantee of chain operation.
Chain operation is a closed organizational form, which has formed a series of strict and complete systems to regulate various behaviors and relationships to ensure the efficient operation of the organization. The management and control of chain stores by chain headquarters are mainly manifested in two aspects. One is the implementation of management mode, and the other is the grasp of information flow.
1, standardized and modular management.
The essential feature of chain operation is that the chain headquarters and all chain stores enjoy resources and capabilities. As the concrete management of the management concept of the chain store headquarters, the chain store headquarters must use advanced management concepts to conduct in-depth research on all aspects of the chain store operation, such as staff training, staff work arrangement, responsibilities, service standards, store display, advertising, marketing, customer relations, customer complaint handling procedures, inventory control procedures, accounting procedures, cash and credit management procedures, safety production, emergency handling, etc. And standardize every work in the process of chain operation and management to form a chain. It is the most important training material for chain store staff and a quick check manual for daily operation of chain stores. Chain stores conduct all daily operations accordingly and enjoy the management technology of the headquarters. This is a necessary guarantee for headquarters to ensure that chain stores carry out various business activities in accordance with a unified standard model, and it is also a necessary condition for copying chain stores.
2. Fully grasp and use the information flow. The development of chain operation determines the characteristics of more and more scattered stores. In the face of chain stores scattered all over the country, the headquarters must let all sales front-office and back-office support agencies enjoy information in real time, and the headquarters management agencies must implement "zero distance" management for chain stores, realize real-time monitoring of all business links, and record and analyze the information involved in these aspects in real time. Otherwise, the chain network cannot be formed, and the advantage that the whole chain operation is greater than the sum of simple areas cannot be reflected.
Chain operation is a relatively new form of business operation, which represents a set of advanced management ideas. It relies on the management of scientific and technological information and norms, carries out low-cost replication and expansion, and then realizes economies of scale. It is the inevitable requirement of the enterprise's own development after the enterprise develops to a certain extent, and it is the performance of the enterprise's maturity.
With the development of the industry, at present, most chain dealers have realized the informationization of warehousing, logistics and cashier systems of all headquarters and remote chain stores, and can make detailed statistics on the specific commodity inventory data of all chain stores. However, the data exchange between the branch and the headquarters adopts a more traditional way, such as dialing data regularly every day, so the headquarters can't get the information of all chain stores in real time, and the telephone cost is also high.
One popular solution in the early days was to use DDN/FR special line to connect the store with the headquarters, but the shortcomings of this method are also obvious, such as slow erection speed, limited by local lines when adding branches, and expensive use. Today, with the meager profits of the chain industry, its expensive use cost is unacceptable; However, if you continue to use telephone dialing, there are some weaknesses, such as slow speed, small capacity and poor security. Chain industry urgently needs a reliable, safe and cost-effective network transmission scheme.
In recent years, because it can use public network resources to establish a safe, reliable, economical and efficient transmission link, it has attracted widespread attention. With the support of technology, chain stores located in different regions can form an efficient and unified network by simply accessing the local Internet. On the basis of traditional technology, the solution of Shanghai Aitai Technology Co., Ltd. is suitable for all kinds of access modes, using NAT to solve the problem of address shortage, developing an easy-to-use management interface, flexibly inquiring about faults and attacks, formulating online behavior, controlling online whitelist and blacklist, etc. To provide high security, high efficiency and high stability solutions for the chain industry.
Classification standard of chain stores
The division standard of chain stores and direct stores is mainly based on the legal relationship between their ownership and operators. The main difference is that direct stores mainly mean that the ownership belongs to the company and is managed by the company itself. For example, Chongqing Peck Clothing Company has established its own clothing sales stores: Fashion Front and Peck Clothing Store.
Generally speaking, a chain store means that a company opens several or more direct stores in order to expand its market in various regions. In essence, the chain stores we are talking about should also be direct stores. Simply put, many direct stores are chain stores, which naturally belong to the company in terms of ownership. Generally speaking, chain stores have a unified CI.
Franchising is also called franchising. Franchisees and companies have a contractual relationship. The franchise contract signed by both parties needs to be put on record before it becomes legally binding. Otherwise it's just a personal agreement. Not any company is qualified to recruit franchisees. Franchisor * * * Company * * must have at least two direct stores of its own, operating for more than one year, and two stores for one year.
Franchise of chain stores
Franchising is a business model, not an industry. According to the principle of organizational division of labor, * * * headquarters franchisees are responsible for business strategic planning, commodity service development, etc. , and can provide franchisees with a set of management techniques, and help franchisees obtain greater benefits through training, uninterrupted opinions, investigation and development plans, unified procurement and distribution, and advertising. Franchisees, on the other hand, can get business know-how in a short time with less investment and concentrate on business management and customer service. For the headquarters, franchising can expand rapidly in a short time with less capital investment.
The head office draws part of the income from the franchisee through the initial fee, royalties, security deposit and other fees [Article 10 of the Measures for the Administration of Commercial Franchise * * * *]. Among them, the joining fee is also called the joining fee, and it is generally10 ~15% of the investment at one time. Franchise stores charge a commission according to a certain proportion when using franchise rights; In order to ensure the franchise stores to perform the contract, the headquarters may require the franchise stores to pay a certain deposit, which will be returned after the contract expires; Other expenses * * * such as advertising fees * * * will be charged according to a certain proportion or depending on the services provided by the headquarters.
Franchising is the simplest, most successful and most accessible business model in the world. Therefore, franchising has been developing vigorously in the world since the end of 19.
According to the statistics of China Chain Store & Franchise Association, in 200 1 year, there were more than 600 franchise systems in China, with18,000 franchise outlets. Excluding the lock systems of gas stations and cars, the franchise turnover reached 30 billion yuan.