Brand Trusteeship: A New Way To Innovate The Marketing Mode Of Service Enterprises

The financial crisis has brought the Chinese clothing brand market to the consolidation stage, and brand agents are also facing the "shuffle" of survival of the fittest.

Under the pressure of "shuffle", many agents in China have been pformed into trusteeship, trying to invest in water with small risks and quick returns.

In the past few years, the trust mode has great attraction to both sides in terms of brand value and profit.

Today, brands and trusteeship need to think about what kind of cooperation they should adopt to protect the growth period of trusteeship.

In recent years, some brand trusteeship companies have begun to appear in the clothing market, playing a new role between brands and franchisees.

The emergence of brand hosting companies has solved brand investment and sales network channel construction and terminal management. Brand enterprises can focus more on product research and development, product design and product outsourcing.

It can be said that brand trust has launched a new way of clothing industry marketing channel.

Upstream and downstream extrusion agents pformation of brand trusteeship

On the one hand, the incident of collecting agents and compressing franchisees is surging; on the other hand, the rental, manpower cost and inventory pressure make profit more and more thin. Facing the severe test of development, many agent pformation trusteeship try to invest in small investments with quick returns.

In 2009, in order to fully control sales profits, domestic brands and foreign brands increased their strength.

The industry data analysis report released by the China Apparel Association points out that strong brands want to improve the channel self-control ability, and in exchange for a smaller scale investment to control the competitiveness and competitiveness of future marketing channels, they have to reclaim their existing channels or increase the proportion of their own channels by increasing their own stores and distribution centers.

Under such circumstances, the agent is facing the "shuffle" of the survival of the fittest. The question that can not be evaded is: where should the agent go?

In this regard, Zhang Xiaofeng, Secretary General of Ningbo clothing association, said: "from the standpoint of agents, in order to find more value opportunities, we can consider pforming into brand hosting companies."

He said that brand trusteeship and brand dealers are equal dialogues between "legal person and legal person", and the profit sharing is based on contractual cooperation.

It is different from the relationship between agents and brands.

At present, most of the brand hosting companies in the domestic market have evolved on the basis of agency.

Unlike the dealer mode, the trustee does not buy goods directly with the brand, nor does it directly enter into a sales contract with the mall, but helps the brand enter the terminal and then sign the sales management contract with the brand in these stores.

Therefore, the revenue from hosting is also different. Dealers sell products from the wholesale price to the terminal when the brand manufacturers sell the goods. The difference between them is their income, while the brand trustee signs the sales performance index in the sales management contract with the brand. After the sales mark is exceeded, the brand trustee can get the rebate of the sales volume.

In the actual operation process, clothing agents and brand hosting are two completely different modes.

Clothing agency is money and goods trading, and pays more attention to the style and quality of products. All business strategies should be consistent with brands.

Brand trust emphasizes more on market development, operation, maintenance and management, and focuses on terminal operation system, product path construction and management.

Building a win-win trusteeship.

Whether it is from the brand value or profit acquisition, brand hosting mode has great attraction for agents.

At the same time, relying on Trusteeship institutions to build a market access brand can also get better development.

For trusteeship, while running their own clothing brands, they are constantly looking for brand names that can be managed and integrated into their own resources.

Therefore, in the process of market operation, trusteeship operators not only accumulate a wealth of market resources and experience, but also have their own terminal network.

For brands, the advantage of brand hosting is that they can help brands reduce management costs.

Many domestic small and medium-sized brands or foreign brands find it difficult to find suitable distributors in some big cities and have no ability to establish their own branches in these big cities.

At the same time, they have a strong desire to expand their markets and display their products in big cities, and brand hosting agencies can meet their requirements.

Obviously, brand hosting mode has great appeal to agents both in terms of brand value and profit acquisition.

At the same time, relying on Trusteeship institutions to build a market access brand can also get better development.

How can brands and trustees develop orderly in the game?

Mr. Wang Shiru, an expert on clothing marketing, believes that, first of all, the trusteeship and the trusteeship should be fully prepared to do a good job of marriage after a two-way survey.

Because at present, the brand that the brand enterprise asks to trusteeship often tries to ask for trusteeship by holding a try attitude, and the trustee tends to trust the mentality of being a boss and earning money, neglecting his own conditions and hardships.

Second, legal disputes should be taken into account.

Because trusteeship is a new form of access, unlike franchisee and agent for a long time, the form of cooperation, the rights and obligations of both sides and the legal texts are relatively mature.

Many trusteeship are often "gentlemen's agreement" without legal texts, even though there are many loopholes in legal texts.

Thirdly, formulate reasonable profit points.

The number of profit points is closely related to the responsibility and right of the trustee.

The point is too small, which will not inspire the trustee, but the brand profit will be greatly affected if the number of points is too large.

Last but not least, good faith and cooperation between the two sides are fundamental.

The trustee and the trusted brand can only be honest and honest, so that we can achieve a win-win situation.

The prospect of hosting is limitless.

Whether it is to establish an influence and position in the industry through the hosting mode, to attract more attention from upstream manufacturers, or to attract more preferential policies and enhance the attractiveness of downstream franchisees, the cooperation of trusteeship mode seems to be a matter of great benefit to brand hosting companies.

However, the road of trusteeship looks like an unlimited prospect but has suffered many difficulties.

As a 13 years in the apparel industry and 5 years in clothing management, Dong Youci, the head of Wuhan Yi artificial Trade Development Co., is known as the "pioneer of trusteeship" by the industry.

In the ESCADASPORT,

After FINITY, ELANIE, Lansi and other brands were brought into Wuhan's high-end market successfully, she hopes to create a new world of Chinese trust in 2010.

Dong Youci has deep feelings about the difficult course of trusteeship.

In an interview, she said that a few days before the hosting brand was about to enter the shopping mall, she was still debating the brand's channel setting with a brand dealer. She had great differences with the brand's thinking.

After the heated debate, the brand completely convinced her.

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

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

In addition to the communication difficulties of both sides, the trusteeship mode is facing awkward embarrassment in actual operation.

According to the calculation of many brand hosting companies, trusteeship can save more than 20 yuan per year for the brand operators. First, it saves 1 directors and salaries of the marketing director about 100 thousand yuan, two saves 1 managers' annual salary at least 60 thousand yuan, three saves 1 planning department's fees at least 40 thousand yuan, and four saves at least 1 yuan for the new products conference.

In addition to the expense section, trusteeship can make the general manager of the enterprise no longer have to worry about trifles, and have more time and energy to consider the company's long-term planning, focusing on the development of strategy, and its value should not be underestimated.

The reality is that professional hosting companies are rare. Some hosting companies do not have experience in the apparel industry. They only attract new brands with new words and concepts.

Even those trusteeship companies that have changed from clothing agents often care more about the number of brands.

Multi brand operation will inevitably lead to the dispersion of the average energy spent on a single brand, which will affect the sales volume of the brand. The bad sales of the brand will further aggravate the mentality of the trustee breaking the pot.

Many clothing companies in the south do not want to rely on trusteeship to enhance their brand competitiveness. When asked about their views on this phenomenon, Dong Youci is filled with emotion: "maybe they are looking for the trusteeship in the early stage, but I can say with great firmness that our company is very responsible."

Another situation is that trusteeship helps brands expand 3~4 stores within a year, but maybe a year later the brand will go to distributors.

The trusteeship company opened the channel for it, but it abandoned the trusteeship company. I think this is the integrity problem of the brand enterprise.

Dong Youci also said that there are still some differences between Chinese garment enterprises and foreign garment enterprises. Some Chinese clothing enterprises are very impetuous, while foreign brands pay more attention to long-term maintenance.

Chinese brand trusteeship is in the stage of optimization and exploration. Even with the bottleneck of development, there are still many opportunities in the market of Chinese clothing brand trusteeship.

Related links: brand hosting

Trusteeship has been popular since early twenty-first Century, and has become an important way of garment channel innovation and channel outsourcing.

The so-called trusteeship means that the clothing brand entrusts part of the management power to a specific individual or organization for management, operation, maintenance, upgrading and promotion, thereby promoting the development of the enterprise brand.

Trusteeship institutions must have the advantages of relatively complete personnel, channels, funds and management.

Trusteeship is divided into whole management and sales trusteeship. The whole trusteeship is that the trustee takes over the overall business of the brand and sells trustees as the custodian to manage the sales link only.