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Brand Agent: Do You Trust Today?

2009/1/16 11:26:00 136

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More and more "brand agent" has been replaced by "brand operation center" and "brand trust agency".

The pformation of agents into trusteeship has become a common practice.

In the reception hall of Beijing Wangfujing Lotte Department, reporters saw Huang Zhaohui, general manager of Beijing Zhaohui Yi Ho Trading Co., Ltd.

The Jiangnan woman, who worked for decades in the clothing circle, hosted 5 Korean brands in the northern region: ANSICH, MADAM POLLA, PLASTIC ISLAND, BUCKAROO and HELIOS, and became the China's regional trust and Zhejiang general agent of ASK brand. The northern region trustee and the Zhejiang general agent of ANDEW and BUCKAROO are truly "Korean brand trustee specialized households".

In the past few years, Huang Zhaohui has successfully acted as a well-known brand such as ONLY, but now he chooses to take part in the operation of Korean brand in a trusteeship mode.

Brand trusteeship means that the clothing brand entrusts part of management power to a specific individual or institution for the purpose of exercising management, maintenance, upgrading and promotion so as to promote the development of enterprise brand.

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

a brand design and development from the early stage to the final access to the terminal market is a complex systematic project, which requires a lot of money.

With the increasingly fierce competition in garment brands, the division of labor in the industry has been obviously refined, and every aspect of garment enterprises has been personally respected, and no longer can 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 can focus more on product R & D, design and outsourcing.

"Coincides with the opportunity to introduce Korean brands to Lotte intime centre, and I approached some Korean brands that first entered the Chinese market for cooperation.

Because these brands take into account the high cost of operation, the acclimatization, the slow development, the lack of experience in shopping mall access, and so on, there is no branch company in China, and the need for mature trusteeship agencies to help develop the market, I was lucky to be included in the list and finally finalists.

Huang Zhaohui happily put his first hand in hand with the Korean brand in Beijing due to the strong brand appeal of Lotte Department Store in Korea.

Why do we like to run Korean brands? Huang Zhaohui explains: "in the unstable international monetary system, the depreciation of Korean currency and appreciation of the renminbi have formed the best nuggets for Korean brands to enter the Chinese market, and have also created an upsurge of acting or hosting Korean brands.

Compared with the European and American brands, Korean brands are closer to the Chinese market in the version style, and the colors are more daring, especially in detail handling, and have the incomparable advantages of European and American brands.

Of course, she has a soft spot for Korean brands, nor does she refuse to act as agent or trustee in European and American brands.

The reason why Huang Zhaohui chose to operate Korean brand in trusteeship mode was that he thought: "the advantage of hosting is more obvious than that of agents. The brand trusteeship agencies integrate local sales channels to help brands do early development and late maintenance of the market and form a retailer brand.

Since the management mode is the same, as long as we succeed in a store, we can duplicate the storefront.

Especially important is that trusteeship can solve the financial pressure.

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 trusteeship emphasizes the development, operation, maintenance and management of the market, and pays attention to the terminal operation system, product path construction and management.

It is an independent individual.

In the rationing of goods, trusteeship only pays the deposit, the manufacturer can provide enough goods, and the mall is more willing to accept the form of trusteeship.

When an agent simultaneously acts on multiple brands and storefronts, the capital chain is easily disconnected, and the volume of goods can not be guaranteed. In the long run, the brand reputation will be affected.

Compared with the clothing agency, Huang Zhaohui's work is much easier now.

She told reporters: "agents can help manufacturers avoid inventory, not only can feedback the proportion of the size of the season to the branding party, but also provide basic and fashion sales and basic color and bright color matching reference, more energy for building brand structure, training display and sales personnel."