Binbao Apparel Customizes “4° (Four Degree) Marketing” for Franchisees

Recently, the 4° marketing theory has stirred up in the industry, causing franchisees to inquire about it. After learning, they learned that this is a marketing model launched by the famous fashion casual clothing company in Guangdong. The author contacted the person in charge of Shangbinbao Clothing and finally figured out what was going on. The original “4° marketing” was a new marketing model pioneered by Binbao. This is a win-win marketing model tailored for franchisees considering the issue completely. At present, many brands in the clothing market to attract franchisees, have lowered the threshold for agents to join, franchisees generally wait and see or even skeptical, the apparel industry is very worried that this competitive situation is bound to lead to poor development of the industry. This year, Binbao launched the “4° Marketing” win-win cooperation model, which is based on market research and the interests of franchisees, summarizing and improving past experience. At present, pilot promotion has been carried out in South China and Southwest China and has achieved remarkable results in the short term. It has been widely supported and fully affirmed by franchisees.
“4°(four degree) marketing” is composed of four parts: regional support, wealth training, member deep sales, opening support, etc. It mainly solves four issues that franchisees are generally concerned about: support from franchisees, Franchisees’ personal capabilities, store performance, and start-up support. The first is regional support: In terms of orders, Binbao breaks the traditional way of ordering by season four times a year and adopts the “regional characteristic ordering” approach, that is, according to the season of disappointment and the geographical differences between north and south, through sub-periods and sub-regions. , A small amount, multiple orders, to ensure that the franchisee orders more in line with the needs of the sales season and consumer areas, and keep the goods often new. In the aspect of brand promotion, through a combination of innovations in the public, niche, and Focus Media, a new model is created, namely, “Special People”. The special public model breaks down the traditional operating model of domestic apparel brands, focusing on regional characteristics and consumer habits. Targeted promotion, helping franchisees to establish brand height and popularity in the local area. Binbao plans to spend huge sums to promote this mode of operation and help franchisees get the most benefit.
Followed by wealth training:
In terms of training, Binbao also developed a “staged” training model specifically for franchisees. It is worth mentioning that you can enjoy free wealth training dinners before you become an official franchisee of Binbao. This model is based on franchisees before and after joining, before and after the opening of business, different management and other different periods of time to design different tutorials, hired well-known experts in stages to franchisees for systematic scientific training, to help franchisees to standardize the management system, establish incentives, increase orders Levels, etc., ultimately making it easy to improve franchise store performance. At the same time, the staff of the franchise stores, store managers and other personnel training, training and improve their product knowledge, display skills, service levels, management capabilities, etc., to help it better improve the performance of the store. The third is the member's deep sales: In the affiliate marketing, Binbao has launched a new model of “TBC member club marketing”, namely THE BENBO CLUB member club. This model abandons the traditional affiliate marketing model, another way to increase the added value of members through the use of different industry alliances, membership sharing, and linkage marketing to enhance the brand's beauty and loyalty. For instance, when Binbao launched its pilot program in South China, it cooperated with local China Mobile and Guangdong Development Bank to share their mutual users or club membership bases so that their members could become partners at the same time. The use of this model enabled Binbao members to keep their heads up to 61.02%, and the performance of each specialty store (cabinet) continued to hit record highs. Currently, 52.32% of the total sales of the Binbao South China region are contributed by the members. The company plans to copy the successful model of TBC affiliate marketing to all franchised stores with a minimum investment of 5 million yuan per year to ensure that franchisees can easily make profits. The fourth is the degree of opening support: in the franchise opened to support Shangbinbao apparel to adopt a "special support" policy, that is, according to the specific circumstances of the franchise store to develop a special support program to provide up to more than 150,000 props and material support, so that The economic burden on franchisees was reduced to the greatest extent, and substantive assistance was also provided in various aspects such as opening ceremony, opening promotions, and personnel assistance, helping the franchisees get a hit. As the 4° marketing launched by Binbao apparel is based on the franchisee's position, it completely relieves the worries of franchisees, and thus the franchise's enthusiasm is expected.