Quanzhou Service Enterprises Act As "Big Card" To Enter The Market.

Recently, news of the introduction of international brands came out again in Quanzhou's clothing industry. Wolf Road clothes took the agent of "WRANGLER", one of the three largest denim brands in the United States, and was responsible for developing Fujian's market network. Previously, the famous clothing brands of Quanzhou, such as dragon clothing and West China, also approached international famous brand clothing. While operating their own brands, they make full use of the resources of marketing channels and management teams and cooperate with international famous brand clothing enterprises to achieve international integration.

Acting "big card" to enter the shopping mall

In the past ten years before acting as a Cowboy brand in the United States, Liu Yiqun, general manager of Wolf Road Clothing Co., Ltd., with the accurate positioning and development plan of brand management, has successfully established a foothold in Fujian Style Men's clothing with the "heterogeneous" business model. The way of differentiation is to let the enterprise find another way in the Chinese men's wear market. However, the small brand's "entering (business) field" is difficult, but it also makes Wolf Road once embarrassed. For Liu Yiqun, how to survive and develop faster has become the most realistic problem facing the local design brand of Wolf Road. And choosing to join the international fashion brand to become a "big name" regional agent is the best strategy chosen by the company at this stage.

In Liu Yiqun's view, the sales promotion of brands depends not only on Direct stores, agencies, but also on shopping malls. Shopping malls are almost a place to integrate all consuming resources. If wolves' products can be located in large shopping malls, the promotion and development of brands will undoubtedly benefit a lot. However, the premise of entering a powerful large shopping mall is that the brand itself has enough popularity and influence. Although the development momentum of these years is not to be underestimated, the wolf road is only a local design brand. Compared with other international second tier brands, its competitiveness is obviously insufficient.

Based on the above market analysis, Liu Yiqun began to consider introducing "coming in" under the premise of "going out" and making use of the "successful gene" of international famous brand to develop smoothly. In 2005, Wolf Road costumes introduced the international cowboy fashion brand "TOUGH" and "SALAD" from Hongkong. The company has introduced a new international cowboy brand "WRANGLER" from the United States. Its distribution is mainly concentrated in Shishi, Jinjiang, Xiamen and other places. {page_break}

Take the opportunity to cultivate independent brands

In the past, many enterprises represented international brands in order to learn from the advanced management concepts of international brands and enhance product design and R & D capabilities. However, with the growth of enterprises, many enterprises say that today is the information age. The most important purpose is to make full use of the existing conditions to maximize the utilization of resources.

It is obvious that Liu Yiqun, who started from cowboy clothing, has many strategies in choosing brand agents. The main product of wolf's clothing is cowboy clothing, while Liu Yiqun chooses his brand when he chooses the agent brand. In his view, by acting these "big cards", enterprises can first improve their bargaining power in "enter (business)", so that enterprises can enter the development of shopping malls; secondly, through the agent channel, we can keep abreast of the latest popular information and apply them to the design and production of costumes; furthermore, we can learn about the management and marketing methods of these international second tier brands in the process of brand agency.

Earlier, Anta had established frontline sporting goods Co., Ltd., acting Adidas, Reebok and Kappa three international brands in China's retail business. Later, XTEP acted as a brand for Disney Sports. Its purpose is not only to increase the channels to create profits, but XTEP's more attractive point is that in the process of acting as an international brand, enterprises can learn from others' advanced management experience.

Earlier, the men's underwear brand "2 (x) ist", headquartered in New York, made its debut in China, causing a sensation in the industry. What makes the industry more concerned is that the first flagship store in Fujian province is the dragon head international, the leading underwear enterprise in Quanzhou.

Since then, Dragon International has always taken the "2 (x) ist" general agent right in Fujian area, so as to open up the road of domestic brand development. "Acting international brands and gradually promoting their domestic brands are not contradictory but complementary." Cai Zhuolong, chairman of Dragon International, said that they would do well in the "2 (x) ist" proxy brand, and be ready to push their own brands. "We should also make the brand business of the agent brand and become a brand agent." Cai Zhuolong analysis said that in the future, the high-end brands of Dragon International's agents are numerous, and the popularity and strength of the enterprises themselves will also go up to a higher level.