How To Expand Channels For Garment Enterprises In The Era Of "Post Provincial Generation"

　 The root of this clothing industry version of "cup wine releasing military power" is the inherent requirement of the channel change of Fujian clothing brand. After many years of high-speed development, the "provincial generation" group has become increasingly exhausted. The industry believes that the provinces are lying in the hottest beds of the past, and have been "bedfellows" with Brand Company. Therefore, enterprises have no choice but to "release the military power from a cup of wine". 
　　
　　 "Province generation" and "bedside dream" of enterprises restrict development

At the ordering dinner of a leading enterprise, the president was sobbing when he raised the glass. Looking at the provincial generation brothers who once made great efforts together, he knew that some of them would not come again next year.

The root of this clothing industry version of "cup wine releasing military power" is the inherent requirement of the channel change of Fujian clothing brand. After many years of high-speed development, the "provincial generation" group has become increasingly exhausted. The industry believes that the provinces are lying in the hottest beds of the past, and have been "bedfellows" with Brand Company. Therefore, enterprises have no choice but to "release the military power from a cup of wine".

In fact, the fashion channel model needs a great change, which has been recognized by the industry. Some forerunners have made explorations in channel mode transformation. Perhaps, "cutting the vassal" and "releasing wine from wine" are only the first step. After that, how to change is still a way to cross the river.

　 Looking back: from "sharing weal and woe" to "bedtime dream"

The agent system for men's clothing in Fujian Province is like soldiers and weapons, and its rise to the men's clothing of Fujian faction can be said to be indispensable. Zhou Shaoxiong, chairman of the seven wolves, once said that the provincial agent system expanded the network of the seven wolf store.

It is reported that since 1995 when the seven wolves first adopted the management mode of agent system, the agent system is the marketing mode commonly adopted by the brand enterprises. It has created a group of Fujian business casual men's clothing such as "strong and seven" cards, and also made the Fujian style clothing blossom everywhere in the major business circles of various provinces, cities and counties in China.

However, because of the rise of brand in that year, the enterprises searched for agents generally adopted the strategy of "first chaos after treatment", and so did the hidden danger. Many years later, with the changes in the market, the disadvantages of the agent system have begun to appear. Although it is not yet possible to say that the agency system has been declining, for those front-line brands that are already firmly established, the former generation can only be faced with "cutting down the vassal" if they can not go forward with the company or share the same dream with the company.

Checks and balances are usually two cases. One is that the Brand Company hastily picked the wrong target in the past. This part of the province has not been able to keep up with the development of the times in terms of management concepts and management, and has never done well in its own area.

The other is more subtle, they do well, but because of the inconsistent interests of the long term, Brand Company and "bedfellows".

"Three years ago, when the market was doing well, many generation made a lot of money. Their waist pockets bulged, but they became more timid. They felt that they could get money faster by taking money to make real estate and stock investments. The seven wolves, deputy chief Wuxing group, pointed out that there are many contradictions between the provincial generation and the Brand Company. For example, whether or not to open a direct store, the Brand Company thinks from a long-term perspective that the battalion can push its image and directly implement many policies, while the provincial people consider their own economic interests. They are considering short-term benefits such as how to save money and make money, and they are obviously not interested in such short term money making activities.

"For such a generation, if it is not quickly divided or cleaned up, it will lead to the fact that many brands are facing a half dead state." Wu Xingqun said frankly that cleaning up the province's generation is a helpless move.

　 Status quo: replacing the "province generation" cup of wine and releasing military power

Based on this, in the 2009 annual report just released by seven wolves, we saw "seven wolves on the basis of 2008, and 2009 increased the three sales subsidiaries of Wuhan, Xi'an and Shenzhen, expanding the development of the direct camp system, increasing the Shang Ying direct company in Xiamen, and gradually setting up a separate accounting mode of the direct operation".

At the same time, the annual report also said: "the sale of seven wolves in Guiyang is based on the adjustment of the company's local marketing policies. After the transfer of shares, Guiyang seven wolves are still engaged in the sales and channel expansion of the company's products. At the same time, as Guiyang's seven wolves account for a small proportion of the company's sales revenue, it has no significant impact on the company's business continuity and management stability. Behind this remark, Wu Xingqun revealed, "we took Guizhou as a pilot last year, and sent people from headquarters. The general manager, personnel director and treasurer of the branch are unified control and control of the head office and other free cabinet."

Nowadays, it is not just the seven wolves that make vigorous efforts to "cut the vassal". Almost all the men's wear brands, either bright or dark, or "Rites" or "soldiers", are all being replaced.

"Or bright or dark" is because "after all, this is a relatively sensitive thing, involving the interests of the provincial generation." Mr. Wang, an internal worker of a leading man's clothing, said that his company had received several generations last year, but they could only carry out low-key activities, and feared morale. He said frankly that this step is actually a big brand going, but the difference in the size of their strides. Journalists have also been able to find out from various aspects of the company's internal staff, such as Jin Ba, Li Lang, Di, Fu Fu men and men's clothing.

"Or rites or soldiers" are different ways of "cutting the vassal" of different companies, and there are also sufficient compensation for them to retreat.

There are a lot of ways to "cut down the vassal". There are two important points: first of all, "pick a soft persimmon". In those provinces where the operating efficiency has not gone up or is in the bottleneck of development, the reasons for the return of the head office are better. Mr. Wang said.

When it comes to "cutting the vassal", Lin Jinwen, director of the retail centre, said, "don't wait until the total market is too large." Because when the total generation is bigger, he does well, and the head office charges him high; he does poorly, leaving behind a big mess, and the cost of the head office is even higher.

But in any way, what is important is the way out after "cutting the vassal". Companies are in the exploratory stage.

　　 How to expand channels in the era of "post provincial generation"

It is the most widely used and the most mature way to replace the provincial generation for the branch.

According to the insiders, in the Min faction, the most large-scale clean-up of the provincial generation was Anta. After the listing of Anta, Anta had ample funds. They negotiated with the total generation, gave full financial compensation, bought up their right to operate, and replaced the responsible person of their own branch with a successful transformation of the channel.

But not all branches have been successful. The key to success is to mobilize the head of a branch to make the management branch a business.
　
　 There must be brave men under heavy rewards.

This is actually the truth that there must be brave men under the reward. "Let the leading personnel of a branch participate in the stock market, and only if they become masters can they have the power. We give them equity. If they don't have the money to put in, we can give them a cushion first and then deduct the profits. If the branch fails to do so, it will definitely not break through to a certain extent. Wu Xingqun stressed at the same time, but the whole control is very important, and the financial and manpower systems must be controlled.

In recent years, the company has achieved remarkable success in its branch development, and the key point is also in the way of employing people. Lin Jinwen said frankly that Li Lang gave the head of the branch sufficient growth time and strong driving force. Lin Jinwen said that the head of the company has two to three years of growth, because the profit of the branch company needs a certain amount of time. During this period, the head of the company has already had enough safeguards to keep it from worrying. In the third year, he was linked to his performance. At that time, he gave a very high performance. According to the industry rumors, the head of the company has an annual salary of about 1000000 yuan.

　　 The joint venture shall have a reasonable share of the money.

In addition to completely replacing the provincial generation, it can also be linked to the provincial generation joint venture, that is, letting the branch become a joint-stock company jointly owned by the provincial and the general companies and controlled by the head office. "But this approach is hard to succeed. The malpractice of the emperor and the supreme court sitting on the court is too obvious. The result of power sharing is often the power overhead." Mr. Wang said. In the industry rumors, the wolf dance, rich birds men's clothing have tried joint mode, but the provincial generation finally took the initiative to withdraw.

However, some people think that the failure of joint operation is apparently due to the disagreement between the provincial and the branch companies in their short and long term development. In essence, they are not good enough for the sub generation to divide their interests. "There are two kinds of branches, one is the franchise, the other is money making, the other is direct business, which basically loses money. There is no objection to the former dividends, but the latter can not be divided according to the negative profits on the books. Lin Jinwen introduced that when seven wolves meet such a branch, they are willing to give the positive profits of the joining part to the original generation. That's why the seven wolves' affiliates can exist for a long time.

At present, the seven wolves affiliates are few successful cases, "they give dealers 20%~30% shares, in fact, the seven wolves have enough strength to completely take away, but the seven wolves do not do so. They are making a transition, and at the same time, because of the deep foundation of the provincial generation, they also let the province defend the local government relationship. " Lin Jinwen said.

　 Regional agents need to be highly specialized.

In the mainstream mode of Fujian menswear with the provincial generation or the branch as the middle channel, the enterprises such as the imperial card, the talented person, the tiger capital and so on have taken the initiative to replace the provincial agents with some regional agents in some provinces.

The role of regional agents is basically the same as that of the provinces. They are also agents, but the agents of regional agents are smaller. They will also develop distributors, shop by dealers and store management. But the area of agents is smaller. They are more flexible, more dynamic and easier to control than provincial ones. "They are more in depth and more familiar with the local culture than our provincial counterparts, and we have more direct communication with them." The emperor's deputy chief Lu Lu said.

In 2006, gifted scholars created this channel mode in the early stage of their brand development. This mode has made a number of grass hero. With their passion, they spread out rapidly in various regions. Taking Fujian market as an example, talented people set up regional agents in some cities and districts such as Xiamen, Putian and Nanping. These agents quickly seized the Fujian market.

However, insiders pointed out that the era of finding market agents by some people is now over. Now regional agents are very demanding, because they are directly facing the market directly. They need to be as professional as channel retailers and make regional agents meaningful.

Today, the success of the emperor is the imperial card. Since 2008, Lu began to adopt regional agency system in some provinces, and used regional agency system to balance and alert the provinces of other provinces. Now the structure of its marketing system appears to be 30%, 40% and 30% respectively, which is a reasonable structure. Lv Yi introduced that in order to make the regional agents more professional, the emperor strengthened the support for regional agents in the management of goods and team building.

　 Establishment of direct retail system

When faced with the total market expansion and the lack of sufficient funds to open more stores, the seven wolves campaign revolutionized the San Po camp retail system.

The system is independent of the original generation and branch offices. It is directly controlled by the seven wolves Sports Corporation and independent accounting. According to Lin Sheng, director of the saint worth system, its rules of the game are as follows: as long as the dealers have the will and the market needs further expansion, the saint worth system can inject capital into the dealer, and the shop is shared by the distributor and the saint worth system, and the profits are shared. So this kind of store is both a direct store and a franchisee, but the control is controlled by the company, and the daily operation is the responsibility of the distributor. The SW system will provide "nanny" support to help distributors manage the shops, and also monitor the operation of the stores.

In this way of operation, the saint worth system has opened more than 200 such stores in many provinces and cities. In Yiwu, Tangshan and other regions, a dealer has opened several such stores, which has achieved the corporatization operation of distributors. Lin Sheng said that with the help of this system, the movement of seven wolves has greatly accelerated the pace of development of the channel, and also ensured the quality of the channel.

According to Lin Sheng, in the future of the seven wolves movement, the dealers under the saint Wolfe system can even surrogate other brands and become professional channel operators under the support of Saint Wolfe.