How To Make A Brand Agent?

As we all know, when the difference between the products produced by the factory is more and more small, customers will make purchase decisions through the cognition of the brand.

In other words, the choice of customer consumption depends on the impression or influence of the brand in his mind.

The impression is that consumers' sensory responses to brands are influenced by brand's affinity to consumers' values, tastes, tastes, tastes and so on.

All this comes from the market appeal of the brand in the region, that is, the operation of the brand in its jurisdiction.

Some agents do not understand this. They think brands are others. Why do I work hard for others to dress, and even more, they play a "brand killer".

As an agent with deep foresight and pursuit of excellence, you should be aware of the importance of regional operation. As an agent, the brand is your rocking Qian Shu. In addition to getting the planting secrets from the brand owners, you must also bear the careful cultivation of the brand in the region so that the brand can really bring you money.

How can we do a good brand agent?

It is the most successful mode of clothing brand franchising, and the most important thing for agents to do is to understand the rules of franchising.

The core of franchising is unification. It is a copy process of "successful mode".

The agent is not only a commodity, but the whole "mode", including brand name, trademark, shop name, uniform decoration, decoration, display, product and service quality standard, business policy and so on.

This model is verified by headquarters after a long period of practice. It is a scientific and market oriented success mode.

If the agent can not understand and execute, the market advantage of "mode" can not be reflected. Then, a good brand will not become your "rocking Qian Shu", let alone multi brand agent.

Therefore, after selecting the agent's brand, agents must thoroughly and conscientiously understand the business models, business philosophy, brand culture, brand characteristics and market positioning of the headquarters, strictly carry out and disseminate the market in accordance with the principle of "unification", and ensure that the market of the area is consistent with the requirements of the headquarters at any cost, so that you can make full use of the favorable resources of the brand and make the brand truly become your Qian Shu.

Of course, understanding franchising is only a preliminary idea, and more importantly, execution.

Whether it is the unification of "store side" or "nanny" terminal maintenance, you must have a healthy and effective organization and team to carry out it.

This requires the agent to "company operation", the establishment of a sound operating system, a comprehensive quality and professional marketing team, in order to truly undertake the construction and maintenance of the terminal network, ensure the healthy development of the terminal network health, and play the greatest brand marketing effectiveness.

The so-called maintenance service is to require the provincial agents to actively assist and urge the terminal to fully implement the marketing mode of franchised brand monopoly, strictly abide by the "unification" principle of concession, keep the communication and communication with the terminals, help to solve the practical difficulties of the terminals in time, accurately grasp the characteristics of the mixed market state of the perceptual and rational, and guide the terminal to make full use of the resources and advantages of the brand monopoly so as to strive for the largest market share.

Only in this way can the terminal realize the charm of the brand monopoly profit mode, consciously maintain the terminal franchising route, and faithfully unite with your brand.

Besides, you should also master the following basic qualities.

1. scientifically and rationally planning and developing the market, some agents pursue the number of franchisees unilaterally, blindly expand, blindly pursue the level of growth in performance (that is, the growth of the total performance of the province) without considering the vertical growth of single store performance.

As a result, the sales terminals were disorganized and mixed.

Over the past few years, efforts have taken a lot, and three or two have been shrinking.

This is called quick success and instant benefit, killing the goose that lays the golden eggs, leaving no trail behind.

This kind of person lacks the global vision and long-term vision of the market, and does not have a systematic marketing strategy.

After choosing the brand to be joined by agents, first, we must thoroughly understand the business model, business philosophy, brand culture, brand characteristics and market positioning of the headquarters. Then we will make a strategic plan for the market under the jurisdiction according to the exact information.

Just as the general of the battlefield is planning to seize the territory, we must formulate a strategy for overall and long-term development.

With a good construction strategy, merchants will be able to get married in an orderly way.

Merchants must join in quality control, choose franchisees strictly, do not rush for quick gains and instant benefits, and breed trouble for themselves.

After completing the business invitation, we must track and maintain in time, supervise and urge the terminal to strictly implement the franchising mode.

Some agents only plan for the first time and think that when the terminal is opened, everything will be all right, and then they will be able to catch the profits. So they will not ignore it and let the franchisees play it by themselves. As a result, we can see the hard laid network, selling the dog meat and selling the red flag to the eight nation allied forces.

Some agents, in order to unilaterally pursue the sales volume in front of them, turn a blind eye to each other.

Let alone image unification, even brand monopolization can not be guaranteed.

In this way, there is no essential difference between selling goods and wholesaling, and the brand appeal that the headquarters has worked hard to shape is gradually reduced in the local market, and the market advantage of franchised brand monopoly is gone.

Not only seriously affects the brand image in the local market, but also to create a huge obstacle to the subsequent development of the market.

So developing the market is like digging our own grave.

2. learns how to order scientifically, how to make scientific orders, and how to make scientific orders. We must draw conclusions from scientific analysis based on objective facts.

Ordering is like a treat. First, we need to know the taste of the diners.

We should not only invite people to eat enough, but also invite them to eat well.

Our provincial agent is the host of the guests. Please ask everyone to sell them first. From the appetite, you need to understand what they need to eat.

This requires every agent to display experts first and then to be a smart buyer.

You must make sure that the best merchandising plan of each specification can be divided into several zones, and which goods are displayed in each district. These goods must have several series, several styles and several color systems.

It is very knowledgeable and scientific that goods are sold, goods, goods and so on.

Therefore, in order to do scientific ordering, we must first understand the importance of basic display, and then use the brilliant eye of the professional buyer to plan your display content, that is, pick the goods.

According to the local cultural environment, fashion trends, consumer tastes, habits and characteristics, we should provide a scientific basis for each subordinate store.

Buyers must be able to accurately grasp the local fashion trends, dress preferences, consumer psychology, etc., if you are not sure, you can also explore and train buyers in franchisees and shopping guides. Smart buyers are very important for ordering, with professional buyers, what to eat can really get a scientific solution.

The question of what to eat is solved. Next is the question of how much to eat.

That is how to eat.

First of all, you have to figure out how much food everyone eats and how much food they need.

That is to say, before ordering, you must find out how many stores you have, how many stores should be sold for each store, and how many stores will start operation in this quarter, and how much more goods will be needed to ensure that the best way to start a business.

According to the scientific analysis of the basic stores and the sales situation in the same period, the basic quantity of your order is determined.

Only in this way can you cook dumplings for the blind when ordering.

Some people may say that they have accumulated a lot of stock. If I buy them alone, they may not be able to eat in front of them. I will have to walk around later. If we increase the risk of inventory and form a vicious circle, it will be even worse.

It sounds reasonable.

However, careful investigation is wrong.

We know that products must be focused on market demand, and that everything must be guided by meeting the needs of the market so as to improve sales performance and make profits.

We also know that clothing management is a perceptual economy, and products should follow the fashion trend. Last month's runaway goods will probably become dead goods next month. If you keep looking for consumers' sympathy with the dead goods, you will become a corner forgotten by consumers.

Therefore, we must make a prompt decision to deal with unsalable goods. When we are "stagnant", we need to move the knife. From selling to the dead goods is your loss process. Sooner or later, we often lose less, and the new products will be faster and the volume will be higher. The volume of goods will be maximized and the profit will be maximized. At the same time, the inventory risk will be eliminated.

Therefore, we must try to avoid dead goods, and we must not let the "dead" goods block the money of "live" goods.

Otherwise, you are really "doing nothing".

Of course, the data management system for entering, selling, storing and adjusting is also essential for scientific ordering and scientific stocking, which is also a prerequisite for regional operation.

Generally speaking, when you engage in brand agency, you only need to truly understand and implement the rules of brand franchising, and strengthen the execution effect through corporatization operation. We must open up the market construction network in a planned way, truly achieve the end maintenance of "thousand shops side" and "nanny style"; use scientific ordering and scientific means of stock, skillfully use the system of entering, selling, storing and adjusting, avoiding risks and promoting sales.

In this way, you can find out a successful brand regional operation mode, and you can easily carry out multi brand agency.

Under your successful "pplantation" and "cultivation", every brand will be your "rocking Qian Shu".

When someone calls you a "rocking Qian Shu" specialist, your "small agent" will do "big business".

In fact, there are quite a lot of "rocking Qian Shu" professionals engaged in clothing brand agency, but I wonder if the next moment is your turn.

(Hu Baoming)