Brand Clothing: How To Achieve Win-Win With Excellent Partners

The establishment of the new market is the most important, critical and prudent part of the new market development process.

If you choose a good affiliate and agent partner, the expansion of the market and the promotion of the brand will quickly enter a virtuous circle.

Once partners and partners choose to make a mistake, changing partners will be quite troublesome.

In particular, the new regional market will become more difficult if the first partner fails to develop and operate in the future.

With a good product, you still need to find a good partner or partner to work together. Then how can you successfully find your ideal partner in the market?

Summed up their own access to the market network, the hero thinks that the following are the main points:

First, identify your goals.

First of all, be clear about your product positioning.

Where are the main consumer groups and where are the secondary consumers?

Where are the main consuming places of these consumers and where are the secondary consumption places?

Understand who is an important terminal and who is the secondary terminal?

Who supplies the terminals clearly?

Who is the main supplier of these channels?

Who are the secondary suppliers and potential suppliers of these channels?

Formulate the basic standard of your ideal partner, and follow the above train of thought to find your ideal franchisee or agent as a partner.

Second, master the knowledge of observing the market.

First of all, the terminal is observed: including the type, quantity, distribution, characteristics, popularity, display layout, planning shop (cabinet management); observe the consumers' level, age, identity, consumption preferences and behavior habits of various terminals; observe the various channels in terminals, such as: the influence of shopper (teller) on consumers, the influence of shopping guide on consumers, the impact of product display and promotion on consumers, etc., and carefully observe and record your observations carefully.

Secondly, we should observe and understand the competitive brands: the commodities including competitive brands, display, promotional activities, price positioning, public relations advertising, brand positioning and management, sales force management and incentives, channel performance, sales performance, major consumer groups, etc., and carefully record and analyze.

Thirdly, we should observe and plan the potential partners, especially the main competitive brands or related products partners, product types, brand types, regional distribution, sales channels, management system, sales force, capital strength, storage and pportation capacity, business reputation, past business history, core character quality and business ideas.

Finally, pay attention to the skills of inquiry.

When observing and understanding all kinds of market conditions, it is very important to communicate with all kinds of people, communicate with others, and communicate with each other. In general, it is necessary to communicate with the shop assistants, promoters, salesmen, partners and consumers at the end, so as to get information and analysis correctly.

Third, select potential targets.

Based on the above understanding and mastery of market situation, competitive brand situation, consumption situation, cooperative franchisee or agent resources, combined with the conditions and characteristics of the enterprise brand, the reasonable distribution mode of the product is determined.

Understand the type of partner you need and decide the partner list with potential cooperation.

Fourth, prepare for negotiation.

It is necessary for the target partners to make full preparations before negotiating.

Fifth, choose the machine to visit the negotiations.

When everything is ready, you can arrange your own action plan and start visiting and negotiating partners.

Generally speaking, make a reservation by telephone first, confirm the time and place, and then go to visit.

Or introduce friends through the circle, then visit the negotiations.

Try to choose partners for more free time to visit during the season.

The best time for cooperation negotiations is generally that partners are dissatisfied with the existing brands and the scope of business partners needs to expand.

For the construction of distribution channels and the global brand network management, whether it is directly facing the retail terminal or agents through the two batches and three batches of channel mode, in essence, it is the development and management of channel members (partners).

In fact, we should first understand the types of partners. Most of the clothing companies have two types of partners, that is, batch type and terminal type.

One is the batch type: most of the agents in the industry have some time and experience in the industry. There are more than 1 brands of agents. Some even operate some brands with different routes and prices. They have a certain number of market networks, two can cooperate with them, and the market can develop rapidly.

The two is terminal type (direct shop, cabinet is also single store join or regional join): this type of franchisee is started by single store and cabinet, part of it is completely inexperienced, this franchisee needs brand enterprise support (management, shop sales skills and other aspects of training) very much.

Some partners are pferred from wholesale professional drinks and beverage agents. They have no knowledge of dress formats and need guidance from Brand Company.

The world famous clothing capital, its clothing industry developed not only by its leading design concept and perfect technology, but also by the mature marketing mode, thus accomplishing many famous international clothing brands.

More clothing enterprises have chosen agents and affiliate marketing methods that need to be completed by excellent intermediate operators.

And this marketing method puts forward higher requirements for cooperation.

Each brand has different requirements for its partners because of its brand concept, design and positioning.

Generally speaking, "experience" and "ability" can not be separated.

As a brand supplier, there are many ways to make money, and marketing is the top priority.

Therefore, in the circle of clothing brand, there is also a "truth" known as "terminal is brand wealth" and "terminal is king".

Apart from the brand itself, the key to the terminal is the brand partners.

Against this background, the China Apparel Association held in Beijing in March and the Shenzhen Apparel Industry Association held the Shenzhen international brand costumes fair in July each year to make the brand promotion, recognize the effective channel of agents and franchisees, and further establish close cooperation relationship.

The conference of "China clothing brand distribution retailers joint conference" held by China Apparel Association has its special significance.

The meeting will be based on the needs of distributors and garment enterprises, to solve problems for them, to promote mutual communication and understanding between distributors and garment enterprises, and to build bridges for their business dealings.

Many enterprises that open up sales market often have many problems and puzzles in the process of market development.

For example, looking for strong, large scale agents or franchisees is often "shaving head load hot", the other party is not interested, or the conditions are very high, in terms of payment methods, discount rates and other aspects of wild speculation; some partners despite the high recognition of corporate brand, lack of experience in marketing management and market operation, the communication process is very difficult, and can not cooperate with the implementation of the company's marketing strategy.

Enterprises choose the right partners is the key, whether it is batch type (agent) or terminal type (franchisee), must combine the comprehensive strength of the enterprise, marketing strategy, product line breadth, width, depth, product positioning, target customer characteristics and other comprehensive factors and enterprise resources to analyze and make decisions.

When choosing partners, we should also pay attention to the following points:

When choosing partners, no matter whether they are met by a cocktail party, a friend or a person who visits the market in person, they must choose several more.

We should also pay attention to the number of agents brand, the conflict of target customers, the comprehensive strength of competitive brands and the operation ability in the market.

When choosing partners, no matter what channels are known, or when they go to the market for investigation, they must go through detailed personal visits and establish potential customers' archive cards.

Enterprises should use the most appropriate cost and the most efficient management to build a sales channel with the least intermediate links and reach the consumers quickly, so as to comply with the principle of channel optimization.

Only the most suitable talents can develop together with enterprises in a sustainable way.

Agents and franchisees should choose "tailored" according to the specific circumstances of the brand, and the best is the right one.

Partners are important links for enterprises to open up the market. Choosing the "right" agents and agents, enterprises have found a successful road, which will lay a good foundation for the future market operation and long-term development.