Direct Channel Is Favored By &Nbsp; Where Should Agents Go?

In recent months, domestic and international brands have established direct outlets and achieved outstanding results.

Where is the agent going in the direction of the battalion?

Transformation: establishment of direct channel

Metersbonwe apparel, a domestic casual wear giant, which has always been praised for outsourcing production and franchising, is accelerating the construction of Direct stores.

Since May 2009, Metersbonwe has opened 3 flagship stores with an area of 5000 square meters in the whole country, greatly exceeding the area of flagship stores under 2000 square meters.

According to Metersbonwe prospectus, it has to spend 85% of its fund-raising on channel construction.

Metersbonwe steering Zhou Chengjian said, compared with the way of joining, the direct operation system is conducive to creating a highly standardized management mode at the terminal.

A person who once worked in Metersbonwe said that during the years of operation, Metersbonwe accumulated a lot.

In terms of performance growth, Direct stores have indeed failed to meet expectations.

According to statistics, the annual compound growth rate of the brand stores is 33.44%, and the annual compound growth rate of the franchised stores is only 29.95%.

YOUNGOR, the biggest clothing manufacturer in China, also loves the direct camp mode.

In the past, there were more than 3000 stores in YOUNGOR, most of which were franchised stores.

The huge franchising system makes the headquarters and terminal information unsmooth, the cost of management rise, and the profit is not satisfactory.

YOUNGOR has been able to minimize the poor performance of its franchised stores, keeping only 200 good performances while increasing the number of direct outlets.

Now, the sales of Direct stores account for 45%. of total sales.

Not only domestic brands, in order to fully control the sales profits in China, foreign brands are also increasing the intensity of direct sales.

Zegna recently revealed that in 2009, 6 stores were opened in China and 10 dealership were repossessed, thus reaching the scale of 64 outlets.

COACH, a brand name company, has gradually resumed its command of stores since last year. In March this year, 17 shops in the mainland were completed.

According to incomplete statistics, at present, more than 3000 Wenzhou bridgehead businessmen are acting as agents of international brands in Guangzhou, and there are more than 200 enterprises in China.

They sell all over the country, with annual sales of more than 10 billion yuan, and the international brand represented by the agent is 10% of the clothing brand represented by Chinese agents.

In a 1-7 month industry data analysis report released by China Apparel Association, the Chinese Apparel Association pointed out that strong brands want to improve their channel control capabilities, and they can reinvest their existing channels in their own way, or increase their own outlets and distribution centers through a smaller scale investment in order to control the competitiveness and competitiveness of future marketing channels.

Transformation: agents seek solutions

Zheng Lei, a senior brand operation consultant of France's five joint fashion brand planning agency, analyzed that in reality, brand dealers have more advantages than agents because they have "absolute brand control and product management rights". Under such circumstances, agents will face the shuffle of survival of the fittest.

Zhang Xiaofeng, Secretary General of Ningbo clothing association, gave such advice in an interview with reporters: from the standpoint of agents, in order to find more value opportunities, we can consider pforming into "brand trusteeship".

He said, "brand trusteeship" is the "higher realm" of agents. It must have the advantages of relatively complete personnel, channels, funds and management, and more emphasis is on market development, operation, maintenance and management. It is concerned with the system of terminal operation, product path construction and management, and it is an independent individual.

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Another way out is to pform the advantage of existing channels into agents.

Apart from acting as brands from all over the world, Hongkong I.T group has created its own brand "b+ab" and "www.izzue.com". Agents are also the multiple roles of channel brands and clothing brands, and become the model of "brand branding".

From "agent" to "acquisition" is also one way out.

This is a sample of Wenzhou businessmen buying Pierre Cardin.

As chairman of Cardanro (Italy) Co., Ltd., Sun Xiaofei is the general agent of Italy Dupont clothing brand and the Chinese general manager of crocodile leather shoes.

In the past two years, Sun Xiaofei has begun to seek breakthroughs in the field of agency business.

So, "Pierre Cardan" was bought.

A private enterprise from Jinhua, Zhejiang has also joined the ranks of the acquisition of international brands.

Zhejiang Wantong Aluminum Co., Ltd. Zhejiang Shengshi yacht Co., Ltd. has signed a takeover framework agreement with Italy luxury yacht brand "DALLAPIETA" to win the brand income.

ALLAPIETA has 50 years of shipbuilding tradition, focusing on the production of luxury yachts, known as "Ferrari of yachts".

Founded in 2008, the acquirer Shengshi yacht Construction Co., Ltd. is an independent enterprise of Zhejiang Wantong aluminum group.