August 8, 2024 Copyright ©️ 2024 by JinRui International Patent & Trademark Joint Office

 

"Professionalism alone is not enough; you also need the right methods."
.

Professor Chen Zongxian also made a striking statement:
"Having multiple stores does not necessarily mean operating a chain."

A CIS (Corporate Identity System) must be established, including:

• VI (Visual Identity): visual consistency, standard colors, and standard fonts

• BI (Behavioral Identity): behavioral consistency

• MI (Mind Identity): conceptual and management consensus

• SI (Store Identity): store style consensus, including interior decoration and product display

."The 8 Key Flows of Chain Management and Essential Headquarters Functions"

On stage, Professor Chen Zongxian used a PowerPoint presentation and case analysis to explain as follows:
 

1. Operations Flow:

Planning and developing operational models, business coaching.

For store expansion, a trade area survey is essential: by calculating the local and floating population in different business districts, projected revenue can be estimated.

2. Marketing Flow:

Planning marketing and sales promotion (SP).

National advertising by headquarters (60% budget) — every quarter, four templates are provided for selection.

Local advertising expenses (40% budget) — determined by the store manager (e.g., signage, cinema ads).

3. Management Flow:

Planning systems and policies.

4. Information Flow:

Planning the operation of the chain’s information systems.

5. Merchandise Flow:

Product planning, development, and production-marketing integration.

6. Logistics Flow:

Product distribution and real-time logistics planning.

At this point, Professor Chen shared one of his famous quotes:
"Brand has value, channel is king, product must hit the mark, and AI integration is key."

7. Financial Flow:

Loan planning and cash flow management: daily profit and loss accounting for chain stores.

8. Human Resource Flow:

Organizational planning: talent recruitment, development, evaluation, and retention flow.

 

This summary is from Professor Chen Zongxian's keynote presentation on "Key Factors for Success in Chain Operations" at the Franchise Chain Association on March 17, 2023.

 

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