Service Enterprises: "Sub Agency" Instead Of "General Agent"?

After more than 20 years of rapid development in China's clothing industry, garment enterprises have grown up rapidly.

More and more clothing enterprises have shifted their focus to channel construction and channel control after completing their initial capital accumulation.

Recently, some garment enterprises have banned general agents to set up branches or direct stores, which means that a new round of marketing mode wars is being staged.

Upgrading and upgrading the provincial marketing network is a new focus after many enterprises have developed to a certain stage.

Fujian garment enterprises, including seven wolves, Jin Ba, Qipai, male leopard wolf, and nine herdmen, have also revoked provincial agents and set up branches in some provinces and cities nationwide.

This trend will face more complicated changes for the franchisee.

Most of the garment enterprises in China are private enterprises. They built up their initial strength, and their capital, talent and management were unable to support the huge national network independently.

While helping enterprises expand their sales territory, expand brand influence and achieve sales results, agents not only earn money for themselves, but also help enterprises complete their original accumulation.

However, when enterprises enter maturity, the problems existing with agents are becoming increasingly obvious.

Store design and clothing display always fail to meet the requirements of the headquarters. In the same province, the image of each clothing store can not be consistent. Some agents' ideas can not keep pace with the development speed of enterprises, and are not conducive to the unification and promotion of brand image.

The head of a clothing brand said so.

In fact, this is only one reason.

For the same garment, a regional agent has broken the goods, but another regional agent has generated a large number of stocks. Because of the fact that there is no effective link between agents in every province, it is very difficult for enterprises to make quick response in the sales process.

At the same time, in the general agent team, the business environment of different regions is different, and the strength of agents is not balanced, making the brand development uneven in various regions, to a certain extent, it affects the overall development speed of the brand.

Many enterprises in the initial stage of development, in order to expand the sales network as soon as possible, and reduce the entry threshold of the agent franchisee, many agents with insufficient conditions can not keep pace with the growth speed of the brand enterprises.

The branch shows strong advantages.

According to the company introduced by seven wolves, the establishment of branch offices throughout the country has proved to be very effective.

Less than half a year after the establishment of a branch office in Zhejiang, more than a dozen new stores have been opened, and the stores have the same image and stock is much less than before.

Some information about sales and other aspects of the branch can also be timely feedback, and get a quick solution to avoid unnecessary losses.

The provincial agent is upgraded to a branch office, which can ensure the executive power and smooth degree of the headquarters strategic concept. It is easy to form a united front and fully display the image of the enterprise.

"Before, we plan a promotional campaign, notify the regional agents and franchisees, they will make different reactions according to their own interests, and it is very difficult to implement them uniformly."

A staff member of Jin Ba clothing company said.

Hong Yinsheng, chairman of Milan Deng, has been making costumes for more than ten years. He made a comparison for journalists: "which is stronger in terms of capital, talent, marketing, management and so on?

Our branch offices are also helping the difficult agents to help them out of difficulties.

Some agent franchisees are very difficult to adapt to the needs of the upgrading of enterprises due to their limited management level, their old stores, incomplete product categories, chaotic display and poor service quality.

The branch usually has five characteristics: management modernization, product serialization, image unification, service specialization and idea first evolution.

This unified mode of operation will really enable enterprises to enter the orderly competition, to a certain extent, to enhance the competitiveness of enterprises, for enterprises, has great attraction.

But Li Qiang, a marketing expert, believes that not all provincial agents should be pformed into branches, such as successful agents, and should be encouraged to continue to do so.

Whether to set up a branch company depends on the speed of development, talent reserve, quality management and capital dispatching capability, and the cost of operation is high.

In the current stage, some enterprises are still suitable to build sales network with the help of social peripheral forces.

"Each enterprise's channel construction mode has its own particularity. It is not suitable for others to put themselves on it."

He said.

Brand expert Liu believes that after more than 20 years of development of Chinese marketing, the concept of channel access has been challenged and new pformation has taken place.

The marketing mode based on the main agent and franchisee has been broken in many garment enterprises, and a new marketing mode has quietly started.

This unusual approach to marketing channels has also provided rich materials for China's clothing industry marketing channel teaching materials.

But at the same time, he said: "any change in marketing channels is not always successful. Enterprises should proceed according to their own actual conditions and do not drift with the tide."