How To Maintain The Honeymoon Period Of Brands And Agents?

After a year of research and investigation, Zhang Bing, a real combat expert, found that in Wenzhou, thousands of shoes and clothing enterprises had less than 2% of their brand relationship. The cooperation between agents and brands was purely for making money, not for building brands.

Then, how can customers better serve the brand and how to maintain long-term cooperation with agents?

Zhang Bing, a brand expert with many years of practical experience, said in an interview that many reasons had made it impossible for the brand to maintain a lasting relationship with the agent.

For the first 90 days, Zhang Bing took many enterprises in Wenzhou as an example. He thought that too many enterprises were always concerned about brand growth, such as large-scale advertising investment, large product development, and even many enterprises were conscious of all aspects of brand building. However, the lack of substantive maintenance of customer relationship caused serious damage to brand equity. Most customers in the period of agency brand had no profit and turned around looking for other brands.

This constantly changing situation, especially in the field of shoes and clothing is more serious, so that the brand of Wenzhou, Dongguan, Shishi and other places has a large area of landslides.

Obviously, it is not helpful to brand management.

What is the most important period for brands and agents to hold hands?

Zhang Bing believed that the first 90 days of mutual recognition were the most critical.

Chinese brand management often overlooks the maintenance of this honeymoon period, and does not have the same "caution" as foreign brands. Many domestic brands, from strategic to tactical design, are still big frames, thick lines, lack of refinement, and lack of system.

As a result, we see more and more brands flashing around us like meteors.

"If it's love at first sight, then be careful when the honeymoon is over.

If it is an arranged marriage and the agent must continue to compromise and compromise, the relationship will be difficult.

In any case, the beginning is always difficult. Just like a new couple, there will always be clumsy situations at the beginning, until we are familiar with each other. "

It can be seen that good communication and family support are the key to maintaining a strong "marriage" relationship. If we want to last forever, we must start with the honeymoon period of agents.

The leader of the Shunde Jiali clothing company, who is close to the clutch, is also very impressed. He believes that in the first 3 months, the management team of agents and brands must meet directly, and reach a consensus on their relationship and brand management goals, and it is necessary to have clear and common expectations.

By expounding each other's goals and common expectations, each member is asked to talk about their roles and the business goals they believe they can achieve for the brand.

In the first 3 months, we must cooperate with our customers to help them walk through this "dark period". It is better to pass on, help, bring, etc. Although the strategy is the work of agents, and you should push them to carry out, rather than completely let go!

As we all know, when buying products, consumers can save search costs because of their trust in brand reputation, so they are willing to pay extra for brand reputation.

It is found in the research that a brand can quit in a market because of improper distribution and the dealer can not profit. Behind this brand, it will leave a very bad effect on the market. After that, it will be more difficult to enter the market again.

Therefore, reputation barriers will affect the running of brands.

Zhang Bing believes that as a brand and a customer marriage, it is bound to invest in the brand, so that a reputable reputation between manufacturers, to guide consumers to purchase decisions.

The premise of the establishment of such a company must take into account the income of agents. The brand management must be centered on marketing. After all, the market development, quality management, advertising and public relations of enterprises are all centered around the brand marketing strategy. Otherwise, our brand is being murdered by channels, even if the brand is strong enough, it will not be able to withstand such a mess.

Zhang Bing gave a successful example: the Yanjing beer brand is widely known. How does it build the brand kingdom?

We know that "Yanjing" is located in the outskirts of Beijing. It used to be known as the only drink that only farmers could drink. The magic weapon that they could finally win was the success of marketing.

And behind this success is not only the success of enterprises, but also closely related to agents and customers. They regard sales as not only a kind of exchange between money and things, but also an exchange of feelings between producers, distributors and consumers, so that participating partners can really get benefits.

In addition, they also have a fair and scientific incentive sales policy. Dealers sell more in the off-season, and the more they compensate in the peak season.

It is the success of Yanjing beer to make the brand serve a bigger goal -- improving customer assets.

Manufacturers always rely on terminals, and agents are often more eager for quick success and instant benefits. They have too many temptations and choices. Many of them have a state of mind - "do not sell their families to sell Western homes".

Zhang Bing believes that if a brand wants to be a victim in the competition of the channel, it must learn to change, first of all, from the constant innovation of the product, this reform is of the most substantive significance, because it can support the way of making profits by virtue of its unique products, so as to enhance the core of the brand. Secondly, we should carry out reform from the concept of dealers, which is also the root of maintaining the brand's long term, eliminating the phenomenon of disunity and reducing many unstable factors.

The relationship between Chinese brands and agents has a decisive impact on brand management.

In order to develop the brand in a long term, Chinese brands must attach great importance to it. Thorough reform has become a top priority for China's brand development.