Brand Agents Enter Two-Way Selection

At the recently concluded China International Clothing and accessories fair, the clothing brands of all walks of life are eager to build up momentum and enhance brand awareness. Recruiting agents from all over the country is also one of the key points.

Clothing agents, franchisees gathered here, the most important thing is to find the right brand to join.

But in the exhibition hall, the reporter found that the market structure had changed, and from the one-sided "brand selection franchisee" became the excellent "brand" and "franchisee" mutual choice situation.

Instead of working for simple interests, brand dealers and agents are learning to add to themselves.

Brand recruitment rather than abuse

"We will not overdraw the brand value for money."

This is the reporter's most memorable sentence in the conversation with Li Ding, general manager of Shanghai dresses girl's dress.

"Although my brand has just been on the market for less than a year, it is urgent to open the national market, but I will not rush for investment for this reason.

It is better to have a blank market than to allow people to abuse their brands and destroy their brand image.

Li Ding said.

Reporters learned from this CHIC that there are not many enterprises such as Shanghai, but even though they are eager to recruit agents, they are very cautious and calm to every agent who comes to consult.

Peng Shuo, general manager of infantile baby products company, told reporters that although it seems that many customers come to consult and visit brands every day, it is not easy for them to choose people who are suitable for company development.

The original agent franchisee, a "money" word on the head, everything green.

Nowadays, the market is maturing, the competition between brands is becoming more and more intense. The keen business vision, open management concept and good brand awareness of agent franchisees are most needed by our brands.

On the surface, these words seem to be somewhat sounding, but in fact, in the process of brand development, brand enterprises need to seek more excellent agency franchisees to jointly develop and enhance brand value.

Compared with the actual value, the so-called affiliate fees and security deposit and brand investment are absolutely insignificant.

The brand accounts clearly.

The baby girl underwear, which was produced by Ke Ye Yi Technology and Trade Co., was listed in August 2006. After making some individual agents at the provincial level in the early stage, it stopped the pace of expansion.

Ceng Hongxi, general manager of Ke Ye Yi, said, "it is not that we do not want to open up the market, but that we need to ensure the quality of the brand after entering the market.

Without knowing the local market and agents, I will not act as a provincial agent at any time, so that the provincial authorities can easily mess up the market and destroy the brand image.

Now, the company only recruits the city agent, which seems to increase the management burden and operation cost, but this is the responsibility of the brand. It is really too difficult for the manufacturer to establish a brand.

Of course, after the initial screening is completed, the franchisee will carry out the next round of PK. Peng Shuo, the baby side, said that although today's financial strength is no longer the sole criterion for choosing agent franchisees, capital is also a foundation for the success of agents. For the first round of agent franchisees recruited, the company will immediately go to their provinces and cities, do market research, store location, store size, and cultural level of all staff members will be included in the assessment.

Reporters in the survey, the feeling is very deep, the era of agents joining money worship as the market is perfect and the brand era comes to an end. From now on, for the choice of agent franchisees, "more and more" will be more and more brands of the same rule.

Agents are not blindly seeking brand rationality.

While brands choose agents carefully, agents are also struggling to find a good brand.

At this year's fair, the reporter met Mr. Huang, an observer from Xi'an. He is a Xi'an agent of a women's clothing brand. The first trip is to understand the current trend. On the other hand, he wants to find two brands and expand her scope of agency.

Mr. Huang's way of visiting the exhibition is very special. He does not follow the busy exhibition hall, nor does he follow the crowd.

Mr. Huang first took the exhibition handbook, studied it carefully, and did not forget to pay close attention to the product introduction of each brand.

After that, he went to several booths in accordance with his own goals, took information, looked at products and consulted the policy of joining the league, and recorded the data.

He told reporters that the quality and price of these brands are more suitable for their local consumers' income level. Although some brands are very attractive, the high price can not form a large consumption climate in the local market.

Reporters pointed to a brand to Mr. Huang, the brand sales are good, but Huang is obviously not interested in this, he said, this kind of similar type, similar positioning Brand in the local too much, back to competition too much harm.

It can be seen that Mr. Huang has made a thorough market investigation.

In the brand exhibition hall visited by reporters, almost all the visiting customers with pen records will consult the brand management idea and development direction in detail. An agent from Northeast China says that a company's business thinking will affect the future operation of the brand. The positioning of products, the style and the fullness of the product structure, the logistics replacement, the supply mechanism and the training system are all the key factors that can help you succeed.

Our first intention of finding brand agents is to make money, but the ultimate direction of development is to be bigger and stronger, to form a company operation, and to find a good brand is very important to enhance our own business strength.

By the end of the afternoon, Mr. Huang told reporters that he had to go around several shopping malls in Beijing to see where the sales of these target brands were, and whether there was any problem with the store itself and the brand itself. The storefront was the best way to test it.

Only in this way can we understand the brand from one aspect.

Mr. Huang said, in fact, joining a brand, putting money in, at least listening to a sound.

Therefore, the early work must be solid and sufficient, and we should not blindly invest in it.

Editor's note: on this CHIC, reporters found that the relationship between brands and agents, the relationship between fish and water became more rational and the brand owners were cautious. The coolness of the franchisees told us that the clothing sales market had entered a mature and rational development track.

Brand dealers and agents are stepping into the development stage of two-way choice.

With the healthy development of the clothing sales market, the agent franchisee follows the brand to absorb its own affiliate, and the era of attracting large numbers of franchisees for the purpose of fast financing is far away from us.

Now, agents and franchisees with good management ability and brand awareness have become the favorite objects of many brands. Brand developers with continuous development ability and strategic development vision are also being sought after by more and more agents and franchisees.

Under the increasingly mature market mechanism, no matter brand, agent or franchiser, they no longer value and care for immediate interests.

Cruel market competition, and constantly improving their business intelligence, the ironclad market rule tells us that if we want to continue to develop, we must have lofty aspirations, aim at tomorrow, and aim for the future.