How Can Shoes And Clothing Dealers Reverse Manufacturers?

In the increasingly fierce competition today, many manufacturers are likely to replace dealers or make new marketing policies to protect dealers in order to safeguard their own interests. So how can dealers maintain their own interests or keep their sites by laying eggs?

Let's look at a case first.

Shijiazhuang long long Industrial Development Co., Ltd. started acting double star series sports shoes and clothing since ten years ago, but with the increasing saturation of the double star in Shijiazhuang market and the continuous occurrence of fleeing phenomenon, he has abandoned the double star and embarked on the road of independent development.

As a result, overnight, more than 100 friends of the subordinate shops were all changed the next day, and thus made the first brand of Chinese shoes and clothing chain - pilus.

Let's not comment on the right and wrong of Yalong and double star, but this classic case of treason has guided a bright path for our clothing dealers struggling in the bitter sea.

Now, let's talk about how clothing manufacturers can reverse manufacturers.

Here, I want to first clarify that I am not teaching the clothing dealers any wrong way. I am just thinking from the dealer's point of view, so that dealers can do a good job in the regional market, and become an irreplaceable person in the market, so as to protect their own interests.

In the game between dealers and garment manufacturers, manufacturers are in a strong position, so if dealers want to stabilize their own territory, they must do something and do something wrong.

Next, I will elaborate from the two aspects of clothing wholesalers and brand franchisees.

　　一、服裝批發(fā)商

Clothing wholesalers are generally located in large garment wholesale markets all over the country. After years of development, clothing wholesalers often have a relatively stable sales network, but also have extensive connections.

However, its maladies are also obvious: the sales network is looser and the control of the offline customers is insufficient; there is no perfect product system, a single product line, often driven by the interests of the baton; no qualified sales team can be carried out in fine market; the unforeseeable ability of the market prospects is often subject to the manufacturer; it is unsuccessful in sales, and is satisfied with the status quo.

Now, let's see how the "anti friend" business operates.

First, in 90s, with its strong advertising offensive and forward-looking market vision, the pair occupied most of the sports shoes market and extended the product line to sportswear.

And you long chose the excellent shoes and clothing company -- double star.

Second, he has actively built his own sales team. After completely decoupling from the two stars, he has already had a mature sales force, whose backbone members are on average 28 years old, who know the shoes and clothing market in Hebei.

Third, with its strong terminal advantages, you long dug continuously excavated the market blank points, and finally formed the control and foresight to the market.

Fourth, after achieving certain achievements, he did not satisfy, but constantly strengthened cooperation with the two stars. At the same time, he obtained the agency power in Xingtai, Hebei and Hengshui, and achieved remarkable results.

Through the above analysis, we can summarize the experience of you long:

1, choose an excellent shoe and clothing enterprise instead of being driven by interests.

2, actively build their own sales team, through the sales team to carry out meticulous market operation, so that manufacturers realize the complexity of changing the dealer and the risk of new dealer operation ability.

3, actively tap the market blank, go out, change from "traders" to "traders", and finally grasp the market vane.

4, keep the steady growth of sales volume, get the trust of manufacturers, and constantly consolidate their sites.

5, continuously enhance the brand awareness in the local market, from agent brand to brand agent.

Of course, besides our clothing dealers, we should establish and improve the risk prevention mechanism and prepare for the rainy weather so as to cope with the two-way risk between the terminal and the manufacturer. The sales center will sink and move to the front of the manufacturer and gradually grow into a regional hegemony, so that the manufacturers will never find another big customer. The formation of a perfect product (brand) sales structure will make it difficult for any brand or variety to survive alone.

　　二、品牌加盟商

Relative to clothing wholesalers, clothing franchisees are walking the way of brand chain stores.

But after development, why are many shops booming, and many shops are closed?

The disadvantages are there: first, there is no detailed assessment and recognition of the franchisees, and only the merchants' advertisements are used to judge the manufacturers. Eventually, many of the franchisees go astray and go back to the road. Second, early preparations are not enough. Good shop location, exquisite shop decoration and meticulous salesperson training are all the cornerstones of a shop's prosperity in the future. Without a foundation stone, the building is unstable and will fall down in the future. Third, there is no clear understanding of the market, unfamiliar with the fashion industry and blindly following the trend. Fourth, there is no statistics and analysis of the market data, what goods are sold by the manufacturers, what products are sold, there is no foresight and control on the market, and fifth, do not make progress and meet the current situation. Let's take a look at brand franchisees.

　　下面，我們再來看友隆對店面的經(jīng)營：第一，開店前期準(zhǔn)備工作充分，友隆每開一家店鋪，都是經(jīng)過詳細(xì)的選址與評估，這其中有對商圈的細(xì)致分析、有對員工的充分培訓(xùn)、有對店面精致裝修（參照標(biāo)準(zhǔn)VI），而且最終開店時友隆（包括后期的派勒斯）都會派出經(jīng)驗豐富的店長進行親臨指導(dǎo)，一直到新店走上正規(guī)化道路后，再由新店長進行實地操作；第二，友隆自代理雙星品牌以來不斷豐富著自己的經(jīng)驗，對品牌鞋服市場有著清晰的認(rèn)識；第三，每個店鋪均配備先進的財務(wù)軟件，并且每天回傳銷售記錄，以保證信息的及時性及可靠性；第四，友隆對每天的銷售數(shù)據(jù)進行及時總結(jié)，并加以分析，從而加強了對市場情況的預(yù)見與控制；第五，友隆在銷售情況良好的情況下大力發(fā)展連鎖店，至目前為止友隆僅在石市就擁有一百多家派勒斯門店，得終端者得天下，最終

Pilus is a binary star.

Of course, as the general agent of Shijiazhuang Twin Star, you can imagine the speed and convenience of its development. However, as a franchisee, we can still learn a lot from you.

1, the opening shop is fully prepared, laying a good foundation for the healthy operation in the future.

2. We have a clear understanding and understanding of the garment industry and do not fight the battle of uncertainty.

3, we have a detailed analysis of sales data in order to predict the market prospects and seize the initiative at all times.

4, before manufacturers flat out, they took the lead in achieving flatness, taking advantage of good sales momentum, increasing shop strength, occupying terminal advantages, and improving the game ability between themselves and manufacturers.

Here I want to emphasize once again that before choosing a clothing brand to join in the business, we must have a detailed investigation of this enterprise. It is best to conduct field investigations. When we have a thorough understanding of the capabilities and reputation of the franchisee, we can join it.

At the same time, clothing franchisees must abandon the mentality of being modest. If sales are good in the early stage, then winning the chase will be the best choice.

Why?

Because in today's era, it is better for the terminal to get the world, rather than waiting for the manufacturers to carry out the "flat cutting" of the channel.

In addition, in the early stage of shop opening, we should be prepared as far as possible. If our capability is limited, we must get in touch with the manufacturers in time, so that we can send experienced experienced salesmen to help us overcome the hesitation period.

It can be seen that clothing wholesalers and franchisees are not helpless in the presence of manufacturers. If we can start from the above aspects and update our thinking and find a way out, we will be able to seize the opportunity in the game with manufacturers, or even reverse manufacturers.