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Ten Principles Of Success For Clothing Agents

2008/9/24 16:05:00 42

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Ten principles of success for clothing agents

The growth history of second-line brand is actually an agent's growth history. Whether a second-line brand operates successfully in a regional market depends largely on the agents in the region.

The operation of the same brand and the different agents' performance may be very different.

Nowadays, with the continuous development of the market and the intensification of competition, more and more demands have been placed on agents. How can we become a successful agent?

First, choose the right brand.

Choosing a brand is like marrying a wife, which directly determines whether your family is happy or harmonious. Your wife must at least have the same language with you and must have a common language.

Because you are an agent, the product you represent is your source of income, and also the foundation of your career, so you must carefully choose the brand of cooperation.

Choosing a brand must first recognize its strength. The possibility of benefiting from a large brand is relatively large and the risk is relatively small. However, the threshold of big brand operation is generally high, the discount of supply is relatively high, and the policies of return and exchange are often harsh. You need strong funds to support it.

If you do not have enough strength, you will not have the right to have an equal dialogue with the big brands, and you may be at a disadvantage in the negotiation.

When choosing the brand, we should not only look at the strength of the brand, but also have to know the potential of the brand.

You have to understand the management idea of the brand owner, the determination to create the brand, and whether the company has a professional marketing team.

Some enterprises only think that making good brands and making money, and carrying out the psychology of trying to see the brand, do not have any long-term goals.

There is a joke in the industry: a brand in Guangdong has been advertising for months in a number of magazines, trying to create a brand. After a few months, it found that the benefits could not work and went back to the previous wholesale state.

Also, you should pay attention to the characteristics of the brand, whether it is in line with the physical characteristics and habits of consumers in your district.

Many brands of products sell well in the south, and they do not necessarily have advantages in the northern market.

An agent in Shaanxi changed three brands in one year. The first brand was too Europeanized and not suitable for three months later. The second brands had been around for half a year, the price was too high, they could not afford to open many markets, and they had to give up; the third brands had just been less than three months, and the manufacturers of the brand were specially engaged in the outward processing, and announced that they would no longer be domestic products, and the agent had to quit.

In the past year, the warehouse was stacked with three brands of products, which invested a lot of money, but there was no profit at all. Do you think this agent is tired?

So the old saying goes: no best, only the best.

You should choose the most suitable brand for your business.

Two, carry out the scientific management plan of the brand.

Brand ownership belongs to the manufacturer. If you act as an agent, you will have the right to operate in the area. You must not place everything on the manufacturer, so you have to rely on yourself more often.

Most leading companies can only provide you with some guidance on business philosophy, and the implementation of specific market details depends on yourself.

If you are just starting up, you should concentrate all your energies on making a brand first, and avoid being a great success. If you already have a certain strength, you can manage multiple brands.

But you'd better not run a brand with the same style, try to choose a brand with different positioning to do business. You should make an effective combination of the brand according to their characteristics.

You also need to consider the relationship between the peak season and the season to ensure that there are different business priorities in the peak season.

Multi brand strategy allows you to shift risks, increase bargaining chips with manufacturers, and enable your products to be effectively complemented.

Besides, the brand you run must have a focus. Some brands can set an image for your business, but not necessarily a high profit.

Some brands are not famous, but their profits may be considerable.

You can combine image brand with profit brand.

Three, a clear understanding of manufacturers

Identifying your relationship with the manufacturer will help you make flexible decisions.

The cooperation between manufacturers and you will always be temporary.