Clothing Brand Trusteeship: The Highest Level Of Agents

Reporter: in recent years, more and more clothing brand agents have been pformed into brand hosting companies. Brand trusteeship is collectively referred to as a trusteeship economy in foreign countries, but it is still a new topic in the domestic apparel industry. What prompted you to create a brand hosting company?

Our dialogue guests gave different answers according to their own opinions.

Zhu Wenxin: brand trusteeship means that the clothing brand entrusts part of management power to a specific individual or agency for management, operation, maintenance, upgrading and promotion, thereby promoting the development of the brand.

Trusteeship institutions must have the advantages of relatively complete personnel, channels, funds and management.

It is a complex systematic project to design and develop a brand from the early stage to the terminal market.

With the increasingly fierce competition in the clothing brand, the division of labor in the industry is becoming more and more detailed, and every aspect of the garment enterprise is all pro active, so it can no longer adapt to the rapid changes in the market.

It is especially important to highlight advantages and avoid weaknesses.

Especially for the two or three line brands, they do not have strong economic strength to support terminal construction. The emergence of brand hosting companies is actually a platform for these enterprises without energy and strength to make market access.

They put more energy into product research and development, product design and product outsourcing.

President Chen Shang: more than ten years ago, I first started the clothing agency industry. At that time, the clothing brands were few, the consumers had limited choice space and the business was very good.

With the increasing number of clothing brands, consumer loyalty to a single brand has been greatly reduced, resulting in a great increase in the risk of our agents.

At this time, multi brand management is our best choice. After that, the problem is reborn. Different brands require different image presentation, different operation systems, and increase management difficulty.

For products, we have been in a passive role, without the right to speak. We have done well in the brand, and the propaganda is in place. That is something else. It is a short-term behavior.

If one day, the brand agent withdraws the agency right, we will have nothing.

Brand trusteeship has successfully solved the above contradictions.

Brand hosting agencies integrate local sales channels to help brands make pre market development and post maintenance for products, forming a brand of retailers.

As long as we succeed in a store, the management mode is the same, and the rest of its store can only be duplicated.

Zhao Tianjun: at the very beginning, I also acted as a clothing brand and operated the terminal system according to the requirements of the brand dealers.

As time goes on, the same kind of brand is increasing, and the homogeneity is serious.

Terminal system has been challenged unprecedentedly.

At the same time, brand operators are also highly threatened in the competition, and the operating costs remain high. They constantly compress the profit margins of the agents to reduce their losses.

On the other hand, the franchisee who quarreled for money, the other side is the harsh brand, and the agents are like two kinds of biscuits.

We live in fear every day, for fear that the brand will go away one day and the investment will no longer exist.

In order to share risks and make up for the differences in product positioning, we should try to multi brand management. We should integrate more resources and lay a sales network for brand hosting.

Reporter: what is the difference between brand hosting and brand agent in the actual operation?

Zhu Wenxin: clothing agents and brand hosting are two different modes.

Clothing agency is money and goods trading, and pays more attention to the style and quality of products. All business strategies should be consistent with brands.

Brand trust emphasizes more on market development, operation, maintenance and management, and focuses on terminal operation system, product path construction and management.

It is an independent individual.

Brand trusteeship is based on marketing strategy and implementation promotion as the core of operation management, that is to say, it needs a strong management system to support, and to form a good sales network requires a long-term operation process.

Chen Shang Zong: to put it plainly, the difference between the brand hosting agency and the brand agent is that one is to do its own sales channel, the other is to help clothing brand manufacturers to publicize clothing products.

Clothing agents are much tied up by brands. Image stores, display of goods, training of shop assistants and so on should be consistent with brand operators.

Clothing brand dealers should participate in the operation and decision-making of agents.

Brand trusteeship is different from this. Brand trusteeship is a channel access, which is equivalent to a sales channel for clothing brands.

Brand trusteeship is a pure sales company. It has a unified trade name, a unified image, and its own complete operation system.

Help clothing brand to do business investment, sales network channel construction and terminal management.

After signing the agreement with the brand hosting agency, all the local sales work is completed by the brand trustee agency.

Zhao Tianjun: agents have a very small market space for single clothing brands. If you want to carry out multi brand business, you have to open up multiple stores.

Because the image between brands is different, which is the requirement of branding.

But the brand management agency is actually the "Gome" of the clothing industry, which is a retailer brand.

Clothing brand is one of the commodities. The more brands there are, the greater the market space.

The more we can enhance our dialogue with brands.

Our company has two brands of Hongkong water cloud and South Korea rose, and its style is completely different.

Brand hosting companies pass this.