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Clothing Brand And Dealer: Game Between Ends Of Seesaw

2008/3/26 15:20:00 8

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When the luxury brands and large garment chain stores are further valued by the world, China's clothing industry has also ushered in its rare development opportunities: many enterprises and brands are exploring new models suitable for local development. Their terminal canal construction has begun to return to steady development after a rapid expansion, and many attempts to internationalize brand management have also achieved good results.

The voice of the channel is stronger, the stronger the stronger.

According to statistics, 99% of Chinese enterprises sell through the channel platform of distributors, and Chinese clothing goes to thousands of households through distributors.

It is based on the powerful force of the channel. For many brands, the annual 1~2 large scale dealers' appreciation activities become the annual action of the enterprises.

In the current professional exhibition, we see that more and more enterprises have obviously slowed down the pace of investment, but in a more rational manner, adjust and integrate the original channels.

"This year's participation in CHIC2008, brand regional agents will become the agents of the two or three level agents, because only their own selection of lower agents, the most suitable for their taste.

The staff of the brand headquarters will only play a supporting role and increase the power of decentralization.

A CHIC2008 exhibitor official told reporters.

One of the main activities is the excellent merchants who are active in the major apparel market in China, as well as the brand dealers who own their own brands and independent sales channels, the authorized agents of famous brands, distributors with outstanding business achievements, and finally the activities of selecting 800 outstanding "gold dealers".

This event, launched by the Chinese textile and apparel professional market alliance, was launched in 2007, the top 800 Chinese apparel gold salesmen. It was called the "strong brand and strong channel" by the industry.

Demonstrate strength with solid work.

In the "professional sports" supplies market where many pnational sports giants compete fiercely, China's trend has miraculously opened up a vast blue ocean of its own, benefiting from its accurate and pragmatic development strategy: starting with KAPPA, the top brand of international sports fashion in China, and promoting the entire industry chain of the company to focus on the "sports fashion" differentiation route and forge the core competitiveness.

Today, China is making further efforts to build a "fashion circle brand group" including KAPPA and RUKKA brands. Through a series of sales policies such as regional large customer system, efficient implementation and strict supervision, the number of KAPPA retail stores has grown rapidly over the past three years, and today's stores have increased to about 1500.

In the continuation of the original successful practices, China's trend will also promote the sustained and rapid growth of KAPPA sales through the establishment of flagship stores and the establishment of more forms of cooperation with major distributors.

But at present, the KAPPA (China) distributor team is not huge and complex. In the brand view, relative concentration means easier communication and management, and easier to make distributors bigger and stronger in specific areas. One of the biggest dealers has more than 100 stores.

In addition to two distributors in Shanghai and Shenzhen, the other regions are dealers.

This phenomenon is rare in other sports brands.

Different from some brands using increasing dealers to achieve sales practices, from the perspective of KAPPA channel construction strategy, the big customer policy can let dealers concentrate on developing the market, which is very beneficial to the image and stable development of a brand.

Speak with effectiveness

When people talk about the relationship between brands and distributors, the word "game" is highly mentioned.

Because the starting point of franchisee and branding is different, there are contradictions sometimes: the company hopes to maintain the brand's long-term development and consider the problem more comprehensively.

Is the contradiction between brand and distributor really born?

How to balance the strength on both sides of the seesaw has become a problem that brand management has to face.

According to Li Yun, general manager of Hangzhou Miao Bo Co., Ltd., the brand takes the acquisition of clothing tail cargo as the main form, and the channel construction in the Chinese market mainly adopts two ways: single store franchise and self opening shop.

At present, there are terminal sales outlets in 34 provinces and cities nationwide, including Korean and Japanese stores. The company now has more than 2000 stores, including 200 franchisees and 2000 member stores.

In Li Yun's view, "the biggest problem is that there is no problem.

There are no goods or management problems between brands and distributors. If we really want to say that the question is whether the two sides are working together at the same level.

If a primary dealer performs our brand according to the three stream execution capability, we will choose the latter brand according to the first-class execution power, and then the company will help him complete the level from three to first level, "he said." the first step is to execute our brand and a three level dealer.

In response to the ongoing activity of "the top 800 Chinese clothing gold salesmen" in 2007, Li Yun said that the selection of professional excellent agents will select a number of excellent brand agents to provide a fast and effective platform and channel for the brand to choose agents in the future.

Moreover, the strong cooperation between the brand with the market appeal and excellent distributors will definitely promote the healthy and rapid development of the whole industry.

But he also said that for the brand enterprises, the strongest clothing dealers are not necessarily suitable for the brand, the most important thing is to find suitable talents in excellent agents.