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Articles by 王启彪
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Four Essential Conditions for a Successful Brand Store Model and the Performance of Four Key Roles
A brand store, as the name implies, is a retail outlet that exclusively sells products of a single brand. To maintain high sales per square meter, brand stores are typically located in high-traffic areas, leveraging both natural footfall and brand appeal. Success requires four conditions: brand influence, a sufficient number of stores, a rich product line, and unified store image. Additionally, the performance of four roles—franchise recruiters, regional sales staff, supervisors, and trainers—must be managed effectively.
王启彪Leverage This Budget Management Tool to Double Your Sales Performance!
Budget management systems are not just about controlling budgets; they should focus on ensuring budget usage is reasonable and effective. A case study of a condiment company shows that even with 100% budget utilization, funds were disproportionately allocated to certain channels and activities, leading to issues like price breaches. The solution involves decomposing budgets into budget owner (BO) pools and implementing rules to prevent problems such as first-come-first-served, duplicate promotions, price undercutting, and unreasonable cost-effectiveness ratios.
王启彪