Finding Value In Channels And Terminals

Channels are water, and water can carry boats and overturn them.

"If you don't sell your brand in a foreign department store or store, the 100 Le Louvre museum is not an international brand."

Ye Hong, who has studied the fashion brand internationally, said so.

"In fact, getting a good partner is more powerful," said Busen boss Wu Yongjie.

In the first three months of entering Dubai, Busen visited all the men's agents in Dubai market.

After several rounds of screening and comparison, the final selection of two customers, one agent "Busen" brand, the other acting its sub brand.

Wu Yongjie recalled that at that time, he spent a lot of time persuading his clients to accept "BUSEN" and had been hit hard.

"Other people's channels are not good borrowable, because the other side has never sold the Chinese brand, and has no confidence in whether Chinese clothing can sell well."

Wu Yongjie's approach is to let the other party test first and then talk about profits.

In this way, Busen gave the agent confidence, and agents began to help Busen open the market.

In fact, Busen sold only fifty thousand or sixty thousand pieces in Dubai that year.

Now, Busen sales not only present a trend of continuous rapid growth, but also sell more than 60 kinds of stores every day.

"It's all sold through agency channels," Wu Yongjie said. "We can put more energy into developing more markets."

Similarly, Dongyue went out of China last year, and its franchises opened to Malaysia, Singapore, Vietnam, Russia and other regions, and plans to enter the Middle East market such as Jordan.

In April 2002, Haixin bought the textile department of the United States, including its two factories in South Carolina and Toronto, 46 brands and all the original sales channels.

In fact, in the area known as the "fashion district" of Manhattan 34-40 street and 5-8 Road, China Textile North America, Jiangsu sainty, Hong Kong Group, Jiangmei and other enterprises have set up a "base area" here.

In addition, Bosideng also set up a unique Bosideng down clothing and cold clothing store in Moscow, Russia.

Wuxi Guangming group has also established trade windows in the United States, Japan and Hongkong.

However, there are still few Chinese enterprises that can enter the international channels as brands.

Compared with the international market, the construction of domestic market channels should be an advantage for Chinese enterprises.

However, the choice of channels must match the positioning of enterprises.

Pareto, director of marketing planning agency of Hangzhou, Tao Yunbiao once said such a case.

A man's clothing brand in Zhejiang has spent a lot of money to hire famous movie stars as the image spokesperson, and the movie star has a strong appeal. His masculinity is also quite consistent with the brand characteristics.

With the promotion of the manufacturers, the brand image of the brand is gradually established.

But in the Hangzhou market, Tao Yunbiao was surprised: the brand not only opened a store in Hangzhou department store, Yanan Road (Hangzhou's most prosperous gold lots), but also set up counters in the Tesco supermarket, Qianjiang small commodity market and Longxiang clothing city.

"The brand channel mentality is actually terminal edible."

Tao Yunbiao said, from high-grade to low-grade and even stall market, the brand is sold without fail.

Indeed, the difference between these sales terminals is too great.

In addition to Hangzhou department store and Yanan road exclusive store, Tesco supermarket, Qianjiang small commodity market and Longxiang clothing city are incompatible with the brand's image of middle and high grade.

This results in the blurring of consumers' impression of brands and brings resistance to brand development.

Indeed, the construction of channels needs to be changed in a timely manner.

When Parker Lane started operation in 1994, President Luo Jianfan chose to promote the brand in the form of exclusive stores. The scale of the store was not large.

After a period of operation, Luo Jianfan realized that it was difficult to establish a brand image only by selling exclusive stores, so the company began to enter the mall and join the chain.

In recent years, the brand operation of the company has gained profits, not only in the high-end shopping malls in Beijing, but also the market share of the paramount rankings.

Since 2000, Parker lane has tried to enter Shanghai, but the local children's clothing market in Shanghai is not easy to accept foreign brands.

So Luo Jianfan set up a larger counter in a shopping mall in Shanghai at a higher price, and rented a very revealing window, which played a very good publicity effect.

"When new products are listed, they can be spread out in the store directly."

Speaking of the advantages of direct battalion, Chen Qipin, director of the direct management department of the French style group, said that brand management ideas and marketing ideas can be directly reached to the terminal, and sales information must also be timely feedback.