After experiencing the vertical expansion of categories, the layout of sub-brand matrix and the "fairy fight" of packages, the whole customized track has entered the era when the channel is king from the priority of strategy. In the field of custom home furnishing, which is fully competitive in the market, how to seize the opportunity of the whole home customization with the help of the power of the head brand?
Recently, Sophia has issued a national recruitment order for co-creation business partners, and a number of wealth creation channels have been opened simultaneously. This is also the most important benefit of Sophia's national channel deepening strategy in 2024: a partner platform for the entire co-creation business with low investment, light assets, large market and quick returns, 300,000 yuan can join Sophia's business and help industry elites set sail quickly! It undoubtedly gives a resounding answer to this question.
Since the launch of the recruitment order, it has quickly become the focus of the market with its dual advantages of low threshold and high return, attracting the interest and participation of a large number of industry elites and investors, and its popularity has continued to rise.
01
300,000 light investment leverages the win-win situation of the three parties
Break the asset-heavy model of the customized industry
Since Sophia launched the co-creation business partner model, one stone has shocked a thousand waves, and the response in the industry has been enthusiastic, "300,000 follow the head brand to create wealth" has been hotly discussed, and entrepreneurs from the home decoration and building materials industry have expressed their willingness to join in many consultations. Why are Sophia Co-creation Partners so popular? The brand's vision and goals give a real answer.
"The stock market needs the brand side to sink deeper into the terminal market and roll out the brand intensity," said Wang Bing, president of Sophia Home Furnishing Group, and we hope to develop more business partners in China, so that we can follow our brand, follow our dealers, and follow our partners to give us more consumers, especially more professional products and services for existing customers. That's our first and very core goal.
After more than 20 years of development in the custom home furnishing industry, Sophia has covered nearly 2,000 cities in the country, "we need to further sink channels, we hope to enter the stock community through the model of business partners, and jointly enter some large towns and streets, and further encrypt our market", Wang Bing believes that dealers need to sink deeper into the front line of business, so the brand needs to be younger, more energetic, and more passionate business partners. Follow the dealers and brands to work together to achieve a win-win situation and increase market share, and at the same time, business partners to create wealth on Sophia's platform.
"Sophia's co-creation business partner model, the most important innovation is that it breaks the original asset-heavy investment model of the customized industry", Gan Mingzhong, general manager of the marketing center of Sophia's entire business division, said that low investment, light assets, large market, and quick return are the significant advantages of the partner platform, and 300,000 yuan can open a store to join Sophia's business.
In 2024, Sophia will take the development of the national channel deepening strategy as the top priority, and Gan Mingzhong believes that the co-creation business partners should not stay on the slogan, but should have in-depth thinking about model innovation.
Sophia's co-creation business partner model considers how to reduce the difficulty of partners in creating wealth from multiple perspectives. First of all, the decoration cost of dealers was optimized, and the product structure was optimized for co-creation stores, so that it was suitable for the layout of multiple scenes, such as: supermarkets, communities, traditional building materials cities and stores along the street, etc. On the basis of such a co-creation, multi-channel sales models can be carried out, such as: bag e-commerce, complete modules and traditional retail.
On the other hand, this model has the characteristics of co-creation and win-win and flexible innovation. Through a win-win operation model from enterprises to distributors and city partners, enterprises do a good job in brand building, product empowerment and manufacturing delivery, system construction, etc., while core dealers will be fully empowered by all-round management output, marketing output, including design and customer installation assistance. City partners will build a marketing and sales system according to their own characteristics, which can be carried out for different channels, and in fact, it has formed a diversified sales structure in large cities.
"This model has effectively activated the collaboration and enthusiasm of the three parties," Gan Mingzhong said, and believes that in the future, it will have good results for the entire Sophia in terms of channel deepening.
The development of Nanjing Sophia confirms the power of channels. At the end of 2023, Nanjing Sophia began to prepare for partnerships, and by 2024, there are currently 4 partners, bringing incremental performance. Zhang Wei, a distributor of Nanjing Sophia, believes that in the current competition, stores in blank areas need to recruit more excellent peers. The launch of Sophia's whole family co-creation business partner model can rely on Sophia's strong brand market to quickly enhance regional market awareness and market share. Therefore, he called on qualified regions to develop more excellent industry friends, as well as external industry friends, to join the Sophia family, and jointly increase Sophia's market share, improve performance increment and obtain higher profits.
02
Free franchise fee to enjoy a subsidy of 100 million yuan
The cheats for 6 times the revenue expansion
In response to the co-creation business partner plan, Gan Mingzhong, general manager of the marketing center of Sophia's entire business department, said that Sophia has launched a subsidy of 100 million yuan, which not only exempts the franchise fee, but also increases the subsidy for decoration and marketing.
"With the success of the co-creation business partners as the core, we help our franchisee partners quickly open stores and build teams through all-round, multi-channel and one-stop empowerment", according to Liu Dongdong, general manager of the empowerment center of Sophia's entire business unit, the focus of the partner program is to quickly realize the operation and sales of stores, so as to achieve sustainable business growth.
Revenue is fundamental. How to achieve a multiple leap in revenue? Sophia has her own exclusive cheats. If there are 50 intended customers in a market a month, the normal conversion rate of this industry is 20%, and the normal customer order value is 20,000 yuan, then the normal revenue scale of this market is 200,000 yuan. Liu Dongdong said that through Sophia's store operation system and C8 training, the store conversion rate can be increased from 20% to 50%; Coupled with the support of Sophia's category, the customer order value can be increased from 20,000 yuan to 50,000 yuan, so that in the same market, the resources of 50 customers can reach a revenue scale of 1.25 million yuan. In the same market, joining different brands and enjoying different support and support, the revenue scale can be expanded by more than 6 times.
Sophia was founded in France in 1981 and introduced to China in 2001, after 23 years of development, the brand should be said to be known and known in the Chinese market. "Consumers think of the whole customization, think of the wardrobe will think of Sophia, so the strong relevance has been established", Wang Bing said, from the original wardrobe customization to today's whole customization, Sophia has achieved 9 categories, 9 spaces of the overall custom product category and sales combination, including products, services and delivery capabilities have been greatly improved.
Therefore, Sophia hopes to launch a business partner model to jointly promote the development of the market to a higher height. "Our product portfolio is richer, and our service delivery capabilities are stronger", Wang Bing said frankly, business partners can join this platform, they can travel more lightly, not only to create wealth for themselves, but also to provide higher quality products and services for brand customers.
03
All-round marketing empowerment of the brand
Partners don't have to worry about creating wealth
As a mature listed custom brand, Sophia's "large traffic + strong empowerment" has eye-catching advantages.
"For the co-creation business partners, we carry out the whole operation of the help and accompaniment, including the support of all-round traffic", Gan Mingzhong said, helping Sophia's business partners to operate without worry and easy to start a business, this support is unprecedented.
Become a partner of Sophia's co-creation business, whether it is signed directly by the headquarters or in the city, you can enjoy the same high-quality assistance and policy resources as dealers.
Sophia will provide one-stop 6 major support for the whole co-creation business partner, including: traffic sales conversion, design cost control, efficient store operation, real estate bag check-in, cooperative operation of decoration enterprises and full-process delivery of basic installation; One-to-one assistance throughout the process.
How to achieve the all-round marketing empowerment of the headquarters? Sophia's advantage is that it has a huge marketing network with 2,000 cities across the country, and these 2,000 cities are very high-quality store operations, and under the co-creation partner model, they will fission more than 2,000 co-creation stores of urban partners. Sophia will achieve multi-platform omni-channel coverage and further penetrate the market. It is understood that through the comprehensive empowerment of the one-stop service of the headquarters, the performance of the bag channel alone has soared from 100 million yuan to 1.4 billion yuan in three years, and the development speed is amazing.
Shijiazhuang will start to develop partner business in 2022, and Wang Yiding, a distributor of Sophia in Shijiazhuang, has a deep understanding of the empowerment of Sophia's headquarters: at present, Shijiazhuang has 3 partners, which have accumulated more than 30 million performance, and can also stimulate the vitality of traditional stores. He believes that the partnership model allows dealers to have an advantage in terms of number and geographical location, improves the regional coverage and customer reach of the Sophia brand in Shijiazhuang, and brings incremental growth to the overall performance.
Sophia, a 10-billion-level listed brand, is proud of its supply chain cost advantage, and Asia's first-class 4.0 production base and 8 super factories have taken the lead in realizing the national manufacturing industrial layout of "east, west, north, south and central", and its hard core strength is obvious to all. Gan Mingzhong believes that Sophia's next advantage lies in its huge digital capabilities, with a digital intelligent middle platform leading fully intelligent production, relying on a powerful computing background to drive and promote the whole process of intelligent design, intelligent production and installation and delivery, and the delivery speed is leading the industry. At the same time, Sophia uses digital mobile marketing tools to achieve a complete closed loop of online and offline activities, and promote the maximization of Sophia's brand market share.
At present, the Sophia brand fully covers mainstream platforms such as Tmall, JD.com, and Douyin, and helps new partners accurately grasp traffic trends and open a new era of online and offline sales through new retail empowerment, e-commerce channel expansion, and drainage and conversion strategies.
If we use the metaphor of "standing on the shoulders of giants", the launch of Sophia's co-creation partnership system provides an opportunity to win at the starting line. Of course, the most powerful backing and final core of channel expansion is Sophia's huge brand power, strong product power and marketing campaign capabilities, Gan Mingzhong believes that Sophia's co-creation business partner model will strive to form a multi-channel, multi-network multi-dimensional force, so as to build a larger whole customized ecology.
"Driven by our co-creation business partner model, the new model focuses on exploring the stock housing market to reduce customer acquisition costs and improve the operating efficiency of the front-end of marketing", Wang Bing believes that the impact of Sophia's co-creation business partner model on the entire home furnishing industry will be far-reaching, after the successful exploration of this model, the biggest beneficiary must be the brand itself, "I believe that for the entire industry, it is also a great positive guidance and reference; Promote and lead the entire industry from the incremental market to the stock market. Ten years from now, today's exploration will be of great historical significance and an epoch-making turning point. ”