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How Do Dealers Make Brand Agents?

2008/8/23 17:31:00 10

Today, as the channel is king, brand agents always play a decisive role in the clothing industry.

However, no one can tell how many brands there are, and no one can tell how much and how much clothing stores have been opened up in the street.

So, for clothing dealers, what is the key to successful brand clothing?

A few days ago, Mr. Ma Chunlin, general manager of Shanghai only good (International) brand management organization, was invited to give an in-depth explanation on how clothing dealers do a good job of brand agency. The ADR advanced seminar sponsored by the China Apparel Association and China clothing distribution retailer joint conference recently.

The lecture was unanimously welcomed by many dealers. For this reason, this newspaper specially arranged this lecture to prepare for the readers.

Looking for the intention brand

Choosing a good clothing brand is half the battle.

However, at present, the dazzling clothing brands on the market have made dealers feel dizzy. It is not easy to pick out a potential brand that suits them.

Therefore, agents should conduct comprehensive analysis in various aspects when choosing clothing brands.

The first is market trend analysis.

There are many plates in clothing, which have different development trends in different periods.

For example, the current domestic market, due to the advent of the Beijing Olympic Games, fashion sports clothing is a major trend; for example, children's clothing is also a potential plate.

Dealers must have some understanding of these major trends when choosing brands. Although they do not necessarily choose brands according to fashion trends, they have a holistic grasp of brand trends.

The second is the analysis of its own market positioning.

China's north and South regions are very different, and the consumption level and consumption habits are quite different from each other.

Different brands have different markets, and high-end brands are not suitable for all markets. For example, in some economically underdeveloped two or three line markets, it is not appropriate to introduce high-end brands, especially high-end international brands, and are more suitable for introducing some mass brands.

Dealers should take full account of the characteristics of the local market when choosing brands, do a good job of investigation and analysis in advance, understand the income level, consumption habits and market brand distribution rate of local consumers, so as to decide the brand orientation.

Then it is self analysis.

It includes investment analysis, investment decisions, brand positioning, and market scope (such as province, market, etc.). If there is no brand operation, dealers should be cautious when choosing brands. The best choice is to choose a company with strong brand management capability, so that it can provide greater support for brand operation. Team analysis shows that a large regional agent (such as provincial level agent) must have its own team, and it is impossible for a person to run the brand. "This also determines your network construction. The network does not mean that there are many people in your stock, but refers to how many distributors have long-term and stable cooperation with you." self analysis

When choosing a brand, dealers should consider whether they have such a network. At the same time, mature brands also value this point when choosing agents.

Through the above analysis, dealers can choose a brand when they want to identify a big orientation, and the next step is to contact the brand.

At present, there are many channels to contact brands, such as attending various kinds of clothing exhibitions, referring to professional media, such as newspapers, magazines, networks, television and so on. At the same time, dealers can also establish contacts with brands through industry organizations and professional information companies.

Evaluating intention brand

Through various channels, if we find a suitable brand of intention, we should evaluate the intention brand, which is the key link to decide whether to choose the brand.

This link mainly includes the following aspects.

The investigation of brand origin and popularity will include examining whether the brand has just been registered, whether it is registered in China or registered abroad, and whether domestic brands enter the domestic market after being registered abroad. At the same time, we must understand the popularity of the brand in the whole country, especially the reputation of its own market. If it is a foreign brand, we should know the popularity of its brand in the domestic market, and how many brands it is.

An inspection of the size of the company.

The amount of money invested by the company on the brand you choose should be extended to the level of capital investment. If the enterprise itself does not invest a certain amount of money, and only rely on agents to invest in it, it is not that the company is making the brand, but the dealer is making the brand. The risk is very great. At the same time, when the agent inspects the enterprise, it will often be attracted by their order and the products on the exhibition, but in fact, it represents the strength of the enterprise completely. Any enterprise can find a better product. Therefore, dealers should pass through these factors to explore the brand's deep strength, such as its R & D strength, production mode, network channel, marketing strategy and so on. In this part, many people think that the investigation of the size of the company is the inspection of the company's registered capital, the number of employees, the conditions of office and other hard conditions.

In addition to the above links, dealers need to pay attention to many small links when evaluating the Italian brand. For example, we should pay attention to whether the brand has a relatively long term plan and whether there are corresponding sales policies in different periods; if it is a new brand, then it will take a long time from Startup to market entry. Generally speaking, the process of a mature brand should not be less than 9 months.

Brand management plan

For a franchised dealer who initially acts as a brand, a brand agent must be full of honor and excitement. But if you don't seriously think about how to make a brand agent, you will often lose your mind in the future business process. Even if you are short of some difficulties, you will soon feel frustrated and have great doubts about your ability and luck.

Therefore, if we want to reach the satisfaction of the manufacturer and satisfy ourselves, our own offline distributors are also satisfied with the win-win results. We need to make a comprehensive plan for our market after getting a brand.

As the old saying goes, "everything is done before it is done, but not done". Only after careful and meticulous planning can we complete the mission that a brand agent needs to accomplish.

If an agent wants to successfully make a brand, he should have his own business plan.

We should make a complete plan for our career and set up a long-term target for this brand agent.

From the growth stage of an agent, from junior to senior, it can be divided into a brand product agent, brand agent, brand trustee, and finally become the brand manager of the brand in the local regional market.

Each general agent starts from selling products, and gradually becomes the manager of the brand in the local area, and ultimately completes the brand's local brand communication and reputation maintenance task.

Career planning for a brand agent can avoid setbacks when encountering problems, or avoid complacency when making a slight achievement. Popularly speaking, ultimately becoming a brand "brand manager" is to link the brand with its own career planning, and regard the brand as a career, rather than regard the brand as a simple business cooperation.

A good brand agent should make two plans, one is sales target planning, and the other two is network development plan.

Under normal circumstances, when a company signs a general agency contract with a regional market, it will achieve an annual sales target according to the local market, so the agent should learn to decompose the target plan and clarify its sales plan. The promotion of sales volume is closely related to the expansion of the sales network, so we should carefully investigate and analyze the entire market of the agent area, which market is the first to enter, and which market is the second step to enter, and which market can be put into consideration later.

Under normal circumstances, a new brand is not suitable for spreading in a single market. Instead, it should first enter the market that is easy to develop and achieve quick results according to the characteristics of the development of the whole market area.

Organization, brand and channel construction

A good brand agent also needs three actions: institution building action, brand building action and channel construction action.

Agency building action refers to the need to set up a management team to adapt to the current situation of the company and set up some operation departments that are needed for the brand operation.

In the future, the team will connect with the upstream brand licensor (that is, the product supplier), while managing and providing services to the downstream franchisees.

The basic department setup of a large area agent should include the business department, the marketing department, the administrative department (some companies rapidly upgrading to the human resources department), the finance department; the marketing department does the work of market development, customer service and market supervision; the business department does the work of distributing the goods, collecting the money, and coordinating with the customers; the administrative department does logistic work support, etc. each department should clearly define the Department's responsibilities and work processes, and form a management team with strict management, clear division of labor and clear objectives, which is an important guarantee for agents and sales targets.

Institution building action also includes setting up a sample room, usually setting up a sample showroom in one's own office to facilitate customers to visit and order.

In the action of institution building, it also includes setting up a direct store, or the flagship store of the local market, as the window for the brand to display in the local image, the template for investment negotiation, the base for personnel training and the channel for collecting market information.

The brand building action is mainly through the local propaganda media to appropriately spread the brand locally. The local media resources include print media, film and television media, outdoor advertising media, etc.

Brand communication can be divided into brand advertising communication, brand public relations communication and brand sales promotion communication.

The purpose of advertising investment in different stages is different, and the advertising media chosen are different. At this time, we need to analyze the characteristics of different media, such as what media should be invested into the media, how large the coverage of the media is, and whether the advertising audience conforms to the characteristics of their target groups.

There are several common mistakes that should be avoided when conducting advertising input: first, when the input is too much from the cost point of view, the advertising audience is very few, or the audience is very different from the group that they need, resulting in waste of resources; two, the way of investment is too simple, and the comprehensive media should be used to achieve the target effect; three, the amount of input is too large, exceeding the target demand and not economic.

Channel construction action is to build brand channels, in other words, investment.

Investment can be divided into media advertising investment, exhibition activities, investment promotion, direct investment in sales outlets, investment in personal connections, and individual visits and visits by business personnel to monopolized areas.

In channel construction action, we should pay attention to customer screening and evaluation, and learn to share with customers.