How Does The General Manager Of Clothing Make A Difficult Position?

With the intensification of market competition, many subjective and objective conditions that led to the emergence of regional general agents have undergone great changes. The necessary conditions at that time were redundant today.

Where is the way out for the general agent of clothing?

Introduction

A brand is a new clothing brand from the wholesale pformation soon. Its incumbent boss is L, the second generation of young business owners.

L took the lead in the pformation of enterprises soon after taking over. In order to build up the terminal network and reduce the capital risks brought about by the pformation, after the pformation of the enterprise, in addition to building a model market for self built stores in the base area, all of the dealers in the early stage set up a more intensive terminal network quickly with the help of agents. The agents used a number of old wholesale agents with better quality and brand awareness, and at the same time added a group of new agents as substitutes for the old agents who had been cut off.

L has successfully opened the store to a large part of the country in the shortest possible time by using the rapid expansion capabilities of agents and huge funds from franchisees.

But soon, L found the problem, that is, management can not keep up with the market, the management of the fake hand agents can not be done more finely, many policies can not be completely landed, and many promotions and promotions can not be implemented in a proper way, making the enterprises want to exert their strength, but they can not help them.

The dilemma of general agency

In recent years, with the increasingly fierce competition in the clothing market, more and more apparel franchisees and agents complain that business is becoming more and more difficult, the operating costs are rising, the sales volume is getting harder and harder, the competition content is constantly refined, and the demand for the external factors of clothing products is getting higher and higher. Under such a big environment, many clothing brand manufacturers that have adopted the double sales mode have taken the road of "flat channel" reform, holding high the banner of winning the terminal, and coming to the clothing dealer's fate in order to reduce the cost of the channel and strengthen the control of the terminal.

This phenomenon has been described by many people as: the agent has dragged the big "child" with hardship, and was ruthlessly taken away by his "biological parents".

According to the channel strategy of manufacturers, the "flat channel" can be divided into two situations. One is that some manufacturers directly cancel the agency, increase the proportion of direct battalions, and the other is to abolish the regional general agent, and manufacturers directly face the end customers (distributors).

As a regional general agent, on the one hand, we must bear the pressure from manufacturers. On the other hand, as the downstream terminal customers become more and more full and their profit margins are becoming smaller and smaller, the demand for independence is getting stronger and stronger. Therefore, as the distributor of the sparks in the clothing market, we are now in an awkward situation of being depressed.

Therefore, in the past one or two years, many general agents (hereinafter referred to as the "total generation") have been in a dilemma. They are always making decisions and trying again and again. How do they always get out of this predicament?

The general agent produced in a special period

Now that we have to explore the way forward, it is necessary to understand briefly the reasons for the total generation and the problems that need to be solved at present.

Simply speaking, regional general agent is a concrete manifestation of extensive management in the early stage of clothing industry. Since its birth, it has given him great freedom and many missions.

First of all, the total is the manufacturer's logistics center in the regional market.

Because China's vast territory, logistics distribution network is not perfect, and the regional total generation is basically in the local market pport hub, therefore, through the total generation of large single products into small single distribution to terminal customers, can give manufacturers and retail customers to save a lot of distribution costs and human resources.

Secondly, the total generation is the outsourcing of manufacturers' sales.

Most of the previous clothing manufacturers did not have their own mature sales force, and some even had no sales staff. Therefore, the regional total generation is the sales leader of the manufacturers in the local market, and completes a series of actions independently such as investment promotion and distribution.

Moreover, since the total generation is generally rooted in the local market for many years, the accumulated network of relationships can not be replaced by any garment manufacturer. Even in the Chinese market, even some multinational companies have to admit that the relationship is crucial.

Therefore, when stationed in some important outlets, the total generation relationship often plays a decisive role.

Third, the total is the manufacturer's regulator.

Many garment manufacturers, especially women's clothing enterprises, have limited funds and shipments at the initial stage of their business.

In general, the total generation of customers has certain financial strength and sales network, so in this case, the total generation of customers will become the mainstay of some production enterprises and their overall performance.

Fourth, the total generation is the management platform for manufacturers in the regional market.

Also because of the vast territory of the domestic market, if the brand manufacturer is responsible for the management of terminal network and the later maintenance, the brand manufacturers need to spend a lot of manpower and financial resources. Some enterprises have reached hundreds of thousands, even millions and millions of enterprises, and the maintenance personnel are also exhausted.

But the terminal customers are always complaining, a rare time a year to see the company.

The total generation is responsible for the regional market, and it can find the problems in the regional market in a more timely manner, and deal with them in a shorter time, and is more economical.

Fifth, the total is the risk buffer for manufacturers and downstream end-users.

The risks mentioned here can be divided into two levels, one is operational risk, and the other is whether the clothing business is making money. In addition to sales volume, it is inventory. Therefore, in terms of sales targets and inventory, the total generation can solve the pressure of some upstream manufacturers and downstream end customers through mutual adjustment in the region.

The other level is operational risk. The garment industry is influenced more quickly by the western mature operation concept. Although the overall operation strength and the quality of the employees in the industry are relatively low, almost all the brand manufacturers are already asking the end customers to do the image store, and publicize the franchise.

In fact, brand monopoly and affiliate not only raise higher requirements for terminal outlets, but also more importantly, brand enterprises themselves.