A New Marketing Method For Shoes Enterprises In Jinjiang -- "Brand Authorization"

Recently, the 361 degree responsible person revealed that, in view of the brand diversification strategy, the company intends to build a new brand located in high-end consumer groups. It may use brand authorization to cooperate with international famous brands. Not long ago, a toy enterprise in Quanzhou has issued a brand authorization application to Mercedes Benz, hoping to apply Mercedes Benz directly to the development of children's cars. "Brand authorization" has once again become the focus of attention.

Brand licensing has become a common practice.

"A year's sales volume of 100 thousand cups, after the use of brand authorization, sales may reach 1 million.

The biggest advantage of brand licensing is that the authorized person can have products that can attract consumers' attention.

Insiders say that when a manufacturer pays a certain amount of royalty to an authorized dealer, he can use the brand on his own merchandise or design new products, thereby giving the brand a ride.

On this road, XTEP is a "forerunner".

As early as 2006, XTEP signed a cooperation agreement with Colin of Spain and Disneyland of the United States.

"Disney is a very good international brand, acting as" Disney Sports ". Apart from gaining premium from brand value added, learning from brand management and developing a brand new channel resource is also a harvest.

XTEP Disneyland Department official said.

In addition, such as Quanzhou Tai Ya shoe materials Co., Ltd. has won the 30 year operation authorization of the famous British outdoor sports brand "HI-TEC" in the Chinese market.

Jinjiang billion Hua Limited has signed a 100 year Cowboy brand "LeeCooper" from Britain.

Recently, Quanzhou Wolf Road clothing has taken the "WRANGLER" proxy of one of the three largest cowboy brands in the United States, and is responsible for developing its Fujian market network.

Ye Shuangquan, a senior marketing expert, believes that since self created brands need time to cooperate with all kinds of resources, and with the gradual maturity of the market, the chances of success of self created brands are relatively small.

Some foreign brands seeking agents have a fixed consumer group and reputation. Enterprises can borrow the reputation of their original brands to excavate new markets.

Avoid making "bridal gowns" for others.

However, there are some risks in obtaining agency rights through brand authorization. Because of the limited use of trademark ownership, the brand core value of the agent is not in its own hands, and when the authorization period expires, the brand may be recovered.

"Will it become a child for others?"

This has become the common "heart disease" of many Quanzhou enterprises who want to run international brands.

In this regard, ye double said, "generally speaking, for a brand authorized dealer, they also have risks, that is, how to maintain the stability of the brand market.

A good authorized person must be stable. For them, finding old customers is better than finding new customers. "

It is understood that with the disqualification of the three year expired, XTEP has successfully renewed.

And the cooperation between LeeCooper and the company has also adopted the "5+5" mode, that is, the 5 year contract plus 5 years of priority contract.

"If funds permit, domestic enterprises can also use buyout to gain the right to operate international brands."

Trend (China) Co., Ltd., acting Kappa, has provided a "sample" for Quanzhou enterprises.

When Kappa first entered the Chinese market, it was operated by Beijing.

Due to the signing of a 5 year licensing contract, the term of agency has posed a difficult problem for Beijing. To make more profits for the company, it is necessary to invest more resources to make the Kappa bigger. Once it is bigger, if Italy reclaims the brand agency power and independently develops the Chinese market, it will be equal to helping the opponent make a "wedding dress".

In order to solve this problem, China's trend is to buy the brand ownership and permanent management rights of Kappa in China's main market at the cost of 35 million US dollars, and solve the problem of brand continuity in one fell swoop.

Building its own brand is the core.

There is a game relationship between the authorized party and the authorized party.

From the long-term development of enterprises, we must have a long-term plan.

All companies that represent international brands must have a concept: what is it for?

If you want to make a big progress, you have to consider what vision and goal your company should have.

Ye Shuangquan said.

"Enterprises use proxy brands to accumulate their own market. After laying a solid foundation, they can do more markets and brands in the future, and create a century old shop by creating a multi brand business model."

Chen Shuhuan, President of the three Shu president, has a long-term plan for choosing to compete with foreign brands.

From the recent case of Quanzhou enterprises acting as an international brand, we can also see that the pertinence of brands is growing.

The main product of wolf clothing is cowboy clothing, and when choosing agent brand, it just introduces objects to its main position.

In the eyes of general manager Liu Yiqun, by acting these "big cards", enterprises can understand the latest popular information through the agency channels, and apply them to the design and production of their own products. "The ultimate goal is to create an independent brand."

"In fact, many Quanzhou enterprises represent international brands because of the need of multi brand strategy.

However, considering the Limited authorized period of agency brand, relatively speaking, the brand can go further.

Therefore, in the multi brand operation, the operator needs to have a clear positioning and understand the core brand value of the enterprise.

Zhao Feng, director of the 361 degree sports market center, said.