Icebreaker Of Shoe Brands And Agents

At the beginning of this century, if you want to ask the domestic shoe and clothing brand, "who is the loveliest person?"

The answer is likely to be "agent!"; if we ask them now, "how is the agent?"

The answer may be "the most hateful person!"

The official wants to ask: is the brand businessman so confused and ungrateful?

Not too!

Brands always regard agents as "a trench brother".

How do brand dealers and agents "love and hate"?

Love and hate between brands and agents

The word "the world's largest market in China" is suitable for many industries, including footwear industry.

The size of China's footwear market is not only about demand and purchasing power, but also the vast territory of 9 million 600 thousand square kilometers.

The so-called "do not seek the overall situation, not enough to find a corner".

In the face of such a huge market, and with the surging economic background of GDP year by year, many shoe and clothing manufacturers with foresight have changed from the "wholesale sale" to "brand concession" at the beginning of the century.

It is hateful that limited human, financial and managerial capabilities are stretched before the vast market territory.

Depending on the resources of the enterprise, it is almost an extravagant hope that the sales position will quickly spread over 9 million 600 thousand square kilometers.

Borrow chicken and egg!

Thousands of years ago, Chinese people were familiar with the mystery of "resource integration", which is even more familiar to businessmen in the new century.

CCTV advertising, celebrity endorsement, regional tour, and extensive investment, many shoe and clothing enterprises in the beginning of the century, "to fight the local tyrants, sub fields" revolutionary strategy to the extreme.

With the branding of brands, agents went into the camp of brands.

After some "mutual complaint" and "late encounter", the agent took the brand banner and established the "brand base area" by means of the ready resources and local advantages, and fought all the way to open up the territory to establish a brand Jiefang District and sell the position.

It is against this background that there will be an endless stream of legendary businesses that sell several times a year, and no wonder that thousands of shoes and clothing brands have miraculously appeared in China in the early years of the century.

Needless to say, it is precisely because of the bloody battle of agents that many brands of Wang Guo have been established quickly.

With the help of agents' resources and struggles, brand dealers have quickly realized the dream of "King's presence in the world". Therefore, it is impossible to evaluate the agent's "trench brother" as "the most lovable person".

Of course, the meritorious deeds of agents in the "founding era" are not without rewards.

No one can do business at a loss.

Agents, while accomplishing the brand business, have also achieved their wealth and ideals.

The same trick, agents pull the banner of the brand to recruit franchisees, "sub field to households, responsibility contracting", outlets, sales rushed up, white flowers flowed in.

Many agents quickly moved into the middle class with cars and houses in those years.

However, although the base area and Jiefang District have been built, competition has never stopped, and the blood and rain are increasing.

The number of sales positions to be built up is of no quality. "Winning the battle end" is loud and loud, and it is hard to find Zhu Geliang.

Although the regional manager of the brand is occasionally patronized, it is often just a "blind spot and a dragonfly", which has failed to bring substantial improvements to the terminal. Many franchisees are faced with sluggish sales performance, often lamenting the "pirate ship on the agent"; meanwhile, the desire for ravages of the brand is far from being filled.

The huge market potential still inspires brand developers' vigorous development passion - carrot + stick, the index rises year by year!

If the index is not completed, it will inevitably be "disgrace to the Tang Dynasty", which has been criticized by many brands.

Therefore, the agent has not yet had enough time to enjoy "Wang Houzhifu", which has already been affected by "splint".

But this is also a bit of an injustice: many agents do not want to grow and refuse to make progress, but lack of experience and methods.

"Business management eyebrows short, indicators task hair long", "inventory soaring with indicators, the total cost of arrears".

In the face of complex and brutal competition in the industry, agents look forward to the business support of brands, and the terminal support of brands is often as slow as goods.

From one to two, from now on, the feelings of both sides are overdrawn and resentful growing.

Similarly, in the perspective of brand players, the strategy of "chaos first and then rule" must be adopted before the huge market.

Only by "chaos first" can we gain time to seize the market opportunity and occupy the bridgehead of the business circle with the fastest speed so as to gain the first advantage of the brand. "Post treatment" is a must, and the "Jiefang District" that is built under the condition of "greedy for more quickly" is likely to hang on like duckweed, and can not help but wind and rain.

As a result, after the "first chaos", the psychology of "post governance" of the brand is inevitably urgent, so as to further increase the expectations and requirements of agents. Advertising support, financial support, strong pressure indicators, and the operation of companies are all the strategic means for brand managers to actively carry out "post governance".

But in fact, many agents are "traders" origin, "buying and selling" is relatively good, the management of corporatization is not necessarily familiar, and there is an inherent guard against brand names (brand is not mine, and the market will say two in the future), so it is often difficult to meet the expectations of brand owners in the market's initiative.

However, the degree of investment of agents often determines the survival and development space of the brand in the region. If agents "occupy the manhole and do not shit, keep good fields without planting rice", that is the waste of resources and the loss of business opportunities.

Therefore, brand dealers are very upset about the negative development attitude of agents. They spend money on brainwashing, and they are getting higher and higher each year.

No matter what brand dealers are used up, the agent is pulling the cart.

In the eyes of branding, "fat market" is spoiled by such agents. It is really unwilling to take the place of him.

Therefore, at this time, some agents have become the most hateful people of brand names.

In the game of love and hate -- the game of interests in essence, the secret war and the cold war quietly erupted, and the revolutionary friendship gradually entered the snow and ice.

Icebreaker of brands and agents

In fact, in dealing with brands and agents, we often feel "complaining".

Many brands complain that agents are "staying at their shops, unwilling to invite people" and "making money not willing to invest". They always want companies to vote, "owe a lot of companies, and quarrel all day long". Agents complain of brand names, "brands are yours, and always encourage me to invest. I am stupid!"

, "hard to add indicators, support can not keep up", "regional managers run around, there is no real effect"......

In short, it is fair to say that the public is rational.

"Development is the absolute principle". We know that the interests of brands and agents are based on the same brand kingdom. If the brand kingdom does not develop, the interests of both sides can not be realized.

"The bear is not caught."

Therefore, the surface of the dispute seems to be whether to develop or not to want to develop; in fact, we are concerned about the weight sharing and interest protection of each resource input in the development process.

To put it plainly, how should you invest?

How do I get involved?

Under the corresponding input, how to protect the vested interests of both sides.

This is a problem of circular Games: the interest is not guaranteed to affect the enthusiasm of resources input, and the degree of resource input affects the protection of interests.

It is precisely because there is not a mutually acceptable "input income guarantee system" that leads to disputes between the two sides.

On the one hand, as far as brand players are concerned, because of the urgent need for development, they always think that "horse slow and straight must whip up" and pull out the trick of "carrot + big stick".

On the one hand, the agent should deal with the problem negatively: pressing down on the incentive policy, and selling it first.

Therefore, "two high" (high inventory, high arrears) agents are everywhere.

These are the "egoistic" behaviors that are impeding development.

It is worth noting that the interests of both sides are based on the same brand Kingdom, and disputes are at best "contradictions among the people".

"Contradictions within the people" can not be subverted by each other, but must be digested by communication and understanding. They will win together and fight for two injuries. "Struggle is no way out."

Therefore, the two sides should abandon the selfish thought of "maximizing individual interests" and return to the basic point of "the maximization of overall interests" - "development".

The premise of "development" must first be the unity of the two sides -- the strategic steps to objectively and objectively plan regional development; secondly, the effective docking of resources between the two sides -- the scientific sharing of resources input.

In fact, there are very few two identical regional markets.

Each region will be different because of the agent's concept, ability, resources and regional economic characteristics, business circle distribution, competition pattern, development history and so on.

Different regions need different strategic steps, rather than "one size fits all" policies that can promote the development of all regions.

Therefore, enterprises should be realistic and targeted in the business support and resource support for agents.

On the basis of getting targeted help from the brand, agents should also respond positively, from the organizational setup and business mode to the brand dealers and franchisees.

The effective docking of the three party's key business can ensure smooth and efficient marketing business process, and the three party forces are twisted into a rope. Why worry?

At the same time, with the rapid and efficient development of the market, the interests of the three parties have been maximized, and the resources have been rationally shared and effectively integrated, so that each other no longer shuffle and guard against each other.

Hu Baoming, a senior practical marketing planner, has worked as an important position in planning and marketing management in several well-known enterprises in China. At present, he mainly focuses on the research of the domestic footwear market and modern enterprise operation, and has unique insights into China's footwear industry and enterprise operation.

It is a special contributor to many professional shoe and clothing media in China, and also serves as a marketing management consultant in several shoe and clothing enterprises.