Analysis: Is Brand Hosting A Shortcut To Big Business?

Trusteeship and trusteeship in China are increasing rapidly, and trusteeship is not a new word for many clothing brands.

Although the relationship between the trustee and the brand is the relationship between the employer and the employer, the cooperation between them is not smooth sailing, but a continuous game process.

8%, 12% and 18% of sales refund, which is the commission that three clothing brand trusteeship can extract.

Wang Zheng, a former agent in charge of a well-known clothing brand in Beijing, is now hosting the channel development and sales management of a clothing brand in Beijing area. The Commission is 8% of sales.

Zhao Youlin is responsible for the brand trusteeship of a clothing brand in Shanghai market. The Commission is 12% of the sales return. Zhao Youlin should not only be responsible for market development and sales management, but also pay commission for the purchase.

Tian Licheng is different from Wang Zheng and Zhao Youlin's natural behavior. He has his own "trusteeship company".

He is responsible for the development and sales management of several clothing brands in the North China market. The trustee Commission is 18% of the sales return, which includes all the expenses in the sales link such as the guide purchase wages and the maintenance expenses of the shopping malls.

Trusteeship and trusteeship in China are increasing rapidly, and trusteeship is not a new word for many clothing brands.

Although the relationship between the trustee and the brand is the relationship between the employer and the employer, the cooperation between them is not smooth sailing, but a continuous game process.

　　從代理到托管：質的飛躍

A large part of China's many clothing brand hosting companies are pformed from past wholesale clothing agents. They have focused on fashion styles, production speed and quality, but now focus on sales network channel construction and terminal management.

Trusteeship is that the clothing brand entrusts part of management power to a specific individual or agency for management, and exercises management, maintenance, upgrading, promotion and so on, thereby promoting brand development.

Correspondingly, brand trusteeship institutions should have the advantages of personnel, channels, funds and relatively complete management.

After the pformation of many agents to the trusteeship, we will find that the internal structure of the work category has undergone a qualitative leap.

Trusteeship emphasizes more on the development, operation, maintenance and management of the market, focusing on the terminal operation system, product path construction and management.

When it comes to the substantial difference between trusteeship and agency, Dong Youci, director of Wuhan Yi manmade Trade Development Co., Ltd. gave a comprehensive explanation to our reporter.

For trusteeship, the most important thing is to communicate with manufacturers.

Trusteeship is bound to have differences with the branding in channel building and brand development. Such differences will blend in with the brand's views in the process of continuous running, and finally form a more comprehensive marketing consensus. The profit from hosting is not large, and the risk is not large relative to the agents.

In the early days, the trustee should pay the deposit to the brand dealer so as to get the clothing goods.

After that, the trustee fee is paid by the brand manager for the management of the brand channel.

When the trustee and the branding cooperation end, as long as the trustee does not damage the brand during the trusteeship period, the deposit before the trustee can be returned.

During the trusteeship period, in addition to ensuring the brand image of the clothing, all local sales work is also completed by the brand trustee agency.

Compared with the cooperative relationship between the trustee and the manufacturer, the agent and the manufacturer are money and goods trading.

All business strategies of agents should be consistent with brand names.

Because the cost of capital is larger, the risk is greater than that of the trustee.

The image of agents, storefront, display of goods, training of shop assistants and so on must be guided by the arrangement of brand operators, and brands should also participate in the operation and decision-making of agents.

It can be said that trusteeship is the upgrading stage of garment agents' right to speak and decision-making power.

　　中小品牌的“救命稻草”?

In the initial stage of entering the Chinese clothing market, brand trust institutions are more concerned by domestic small and medium-sized clothing brand enterprises.

These enterprises find it difficult to find suitable distributors in some big cities, but they desperately want to open up the market in big cities, and at the same time, they want to spend the least money to achieve the maximum effect, so brand hosting seems to be a "life-saving straw" for them.

Brand trusteeship greatly reduces the management cost of the manufacturer compared with the agent. At the same time, brand hosting usually has its own team, which can create better conditions for laying the business channel at more levels.

The Oriental rhythm brand trust company has many men's clothing brands such as golden silk horse, Jordan pure, wolf clan and so on. These brands include men's sweaters, men's trousers and jackets, which can be regarded as a complete menswear brand portfolio.

Talking about the key points of trusteeship, the person in charge of Su Lihui thinks that it is an effective combination of different brands, so that they can learn from each other's strengths and make them develop in coordination.

She said: "trusteeship should not be more ambitious when choosing brands.

We must fully understand the consumption level and consumption trend of the local market and choose the most marketable brands.

At the same time, we should try to choose the brand with different positioning to do business. It is best not to operate the same brand, so that each clothing brand can be effectively combined, and its characteristics will also play the extreme.

After the pformation of the monopoly line, the men's wear brand of the Oriental rhythm has just built nearly 90 stores in Beijing in the first year and spread to more than 600 nationwide.

Hosting agencies such as Oriental rhythm have sprung up all over the country. Clothing trusteeship is being integrated into the vision of brands by the trend of the wind, so as to integrate sales channels for businesses and help branding manufacturers make early market development and late maintenance.

　　中國品牌托管機構

It is still in the stage of optimization and exploration.

Talking about the difficult course of trusteeship, Dong Youci felt deeply.

With five years of trusteeship experience, she successfully hosted the women's clothing brand such as Lansi, ESSEFFE and so on.

In an interview with reporters, she mentioned that there was a big difference between the idea of a brand and the brand of a brand dealer who had been arguing about the brand's channel setting a few days before the brand was about to enter the shopping mall.

After the heated debate, the brand completely convinced her.

Now the brand is selling hot in the shopping malls of Beijing, Shanghai and other first tier cities, and proves that her "insistence" is correct.

This is a very small part of the running in between the trustee and the brand, and this argument is also common in the hosting industry.

Because trusteeship is not an agent, they have more voice to expand the brand.

This collision of ideas will create strong spark, which will greatly benefit brand development.

Compared with the "free debate" of the trusteeship, the agents are often in a passive role. They only need to make the brand well and the propaganda be in place.

They are more concerned about sales performance than the overall construction of brand channel networks.

With the deepening of the marketization process, competition among brands has become increasingly fierce.

How to build up the brand image, expand the strategic development space of the brand and enhance the competitiveness of the brand in the same brand, is a multiple choice question that every garment enterprise is trying to think about. Brand hosting is undoubtedly one of the answers to this multi topic selection.

The fact that Chinese brand trusteeship is still at the stage of optimization and exploration has made the cooperation between clothing enterprises and brand trusteeship more and more promising.

Brand hosting and enterprise marketing should be characterized by "boldness" and "caution".

In terms of brand hosting, we should boldly expand the channel network for the garment enterprises, and carefully draw the blueprint for the different brands to match the brand characteristics, so that more clothing enterprises can choose brand trusteeship. In the aspect of enterprises, we should boldly develop marketing channels and carefully choose partners based on the positioning of their brands, the present situation of enterprises and the planning for the future.