Who Moved The Cheese In The Dress Channel? (3)

Chain "symptomatic" two aspects.

The first aspect is the problem of "channel management" in the cooperation of agency system. The second aspect is that the direct battalion has not found an effective way to lead management.

In terms of both sides, the terms of alliance usually focus on "

In terms of brand dealers, the underlying reason is

From the point of view of agents, there is no in-depth understanding of brand culture, brand story and brand style, and the sales data are not analyzed and judged.

Some agents who are not professional enough to sell their brands do not know where the problem is.

If this is the case, then I am sorry, neither direct nor agent will be much improved.

Therefore, the connection between the two parts of the brand and terminal must attach importance to "one go in and one go out".

"Entering" refers to distributing goods, and it is quite dangerous to directly distribute goods or join orders.

In particular, many franchisees are not professional. "Buying and selling" will affect the designer's judgment. The next season's brand can only be "covered by development", which has become a vicious circle.

The word "out" means sales.

It is useless to make money in a single store. The whole system must be healthy. The price system should be maintained, not blindly raising prices, affecting consumers' choice, nor blindly discount the brand image.

What is the right "in and out" guarantee? Fine management.

Process management needs to be unified, and the cost of human resources is often high because it does not govern people with rules. The cost of shops is also high because there is no uniform management method.

Every store must have the concept of "operation module", and also must attach importance to training, reserve management personnel and sales elite. These are necessary for direct business or agency, and there are professionals with high professional level from headquarters to terminals.

The above capital, if the agent owns, then the agent is strong, if the brand owns, then the brand is strong.

When both sides agree, sharing interests is not impossible.

In the final analysis, clothing brand strength ultimately depends on retail performance.

The clothing retail market is different from other industries. Half of the success is fashion and half is retail.

However, when it is difficult to separate the fashion between the peers, the retail mode as the "other hand" determines the core competitiveness of the brand.

The domestic market did not appear to be absolutely strong brands.

Therefore, for most brands, paying attention to terminals is the most convenient shortcut. We must spend our mind and strength on terminal construction, regardless of the management rights of terminals or agents.

To run from cost to profit, we should go through the terminal.

In the past, brand efforts in image building, enterprise culture and other aspects often suffered a lot of discounts in the franchise process.

For example, an enterprise has 2 tons of pay in the upstream, and it has 10 pounds left in the terminal.

Therefore, in the hands of the brand, we should first master a number of terminals to facilitate the establishment of the initial management system.

This is why many brands begin to take back the right to operate directly after a detour.

Back to the first question, whether direct or agent is not important.

The important thing is that products are recognized, management standardization and patterns can be duplicated.

"I" said to brand dealers.

Xu Yu Ai loves Beijing agents.

As far as I know, late love is more strict in finding agents. For example, it will require agents to have legal personality and adequate funds.

Because if there is no capital purchase, this will affect the development of the counter and directly affect the love.

One of the reasons for my admiration is that love protects our agency, and does not allow immature, unfamiliar agents and their old agents to pursue profits.

My cooperation with adoration is very smooth.

Because there is emotional input between brands and agents.

Both sides are operating, not only profits, but also emotions.

Over time, nature will help each other.

I often communicate with other brand agents. They believe that the profit margins are shrinking due to the rising cost.

Therefore, we hope that the brand can appropriately reduce the price of the goods.

Marketing Director of Jilin Shaanxi

The brand of Shaanxi Liang Dian company has many brands, such as Casablanca, Tian en, jessiwu, Yi Valley, and west gate.

After all these years, we are already a community of interests.

My sales figures are directly reflected in my delivery.

The more you get, the more profits you will have.

In spite of the annual target of manufacturers, we can basically accomplish this goal.

Therefore, basically, there is no big and essential contradiction between them.

On the goods, we hope that there will be more and more goods suitable for the local market.

Besides, the brand of our agent is basically in the southern provinces and cities like Guangzhou and Hangzhou, because there are differences between the north and the south in the number, edition and fashion of clothing. For example, the style is slightly thinner and the fashion is slightly ahead of the others, resulting in a little less adaptability in the northern cities.

The rest, we also hope to get support from the return period of goods, because the backlog of goods is the most troublesome problem for the agency.

Although the pressure on the manufacturers to increase the period of replacement will increase, but if the pressure is pferred to the agent company, the latter's viability will also weaken. This is a contradiction.

If the agency fails to survive, it will do no good to Brand Company.

Luo Wei, Guangxi agent

In the process of dealing with brands, communication between the two sides is the most important.

For example, if you have any difficulties, you can reflect it to the manufacturers. The manufacturers will try their best to help solve these problems.

You need to let the other person know what you need most, and you need to know what the manufacturer is asking for.

The two sides must have a joint point so that we can win a win-win situation.

Brands need to go to some local markets to understand demand.

For example, if I do the Nanning market, I hope that the branding can come to Nanning to understand.

The spring in Nanning is relatively short, so when the brand is shipped, it can consider less spring clothes and a little more summer wear, because Nanning can sell summer wear for 8 months.

Only when the local brands come to know the situation, can they help the local market.

Otherwise, there will be such a situation - the Nanning side has already been more than 30 degrees, and the brand will also send suits and fur clothing to us.

I am looking for agent brand, mainly focus on the long line, I hope that this brand will develop very well in the future, rather than requiring short-term profits.

Some brands do not even have a designer, only a print master, so the brand has no vitality at all. You have no meaning in acting.

Lin Zongqi Zhou knitted men's wear Liaoning Province

I think the unsmooth relationship between agents and branding is temporary.

When some brands have a clear positioning and strict requirements, some agents may not be able to accept it.

Because some agents may have been in the form of goods before, and now suddenly asked him to do monopoly, even domestic monopoly, it is very difficult, so these agents are likely to give up.

But instead of acting as a brand, they may choose other brands. After all, they still have brands that are mainly made of goods.

Some brands may have been in the middle and low grade before, but later changed to be middle and top grade. Then some agents can not adapt and the idea can not change.

Liu Xiaoyu ALinDa Beijing agent

Now some domestic brand products have their own quality standards, which are different from international standards.

For example, before I went abroad to visit the procurement, I saw the so-called "defective products" in the factory, and I did not find the fault of the product for half a day after checking.

Later, when someone showed me, I found flaws. In general, flaws were invisible.

At home, the products at the order meeting are all good, but the products are not satisfactory. This also makes dealers and brands often have unpleasant things on the quality of products.

Intelligent message book

The relationship between brand dealers and agents is similar to that between men and women in love. Before they get married, they are sure to appreciate each other. They only see the benefits of each other.

The second stage is just marriage, honeymoon period, the feeling is also very beautiful.

There are several possibilities in the development of the third stage. The first is that we understand each other better and live together all the time. The second is that one of them has changed and found another lover (agent), or there are third kinds of people who have broken up because they do not cooperate or understand.

- Wang Xiangsheng, a famous brand strategy consultant in China

The brand belongs to the brand business. He wants his brand value to be maintained. The agent wants to maintain the interests during the agency period, so the agent is weaker than the brand owner in brand loyalty.

How to reconcile this relationship? I think the best way is to have a value recognition for the brand sharing platform and believe in a vision.

And this kind of thing is really dependent on corporate culture and brand culture. Neither party's intentions in this process are enough to make the cooperation of both sides long-term and effective.

- Wu Jianmin, chairman of Shandong sulang clothing and apparel, Limited by Share Ltd

At present, the direct camp mode is more suitable for the brand positioning of V GRASS.

At the same time, direct investment in terminal training is relatively strong and can be duplicated.

For example, if we invite outside training, we can cover more employees at lower cost by pferring training, and this is also a growing process for excellent employees.

In addition, this does not mean that V GRASS will reject the mode of agency, the unification of values and brand strategy, and the basis for brand dealers and agents to become close comrades in arms.

Wang Zhiqin, chairman of Vigna S fashion Limited by Share Ltd

"Yi Hui" still wants to combine the way of brand output and product output.

Because direct camp or join, the most important thing is to see whether it can provide customers with professional services.

We should focus not only on quality but also on quantity.

We hope that through our design, we can provide Chinese consumers with cost-effective products and improve the quality of life of consumers.

The key point of the relationship between brands and agents lies in the statement of interests. If the two sides agree to "externally" and to consumers, there will be no such problem.

EACHWAY, Zhou Sheng, chairman of fashion group

There are two situations in the development process of brand dealers and agents, or agents are stronger, they eliminate brands, or brands are stronger, agents do not keep up, he eliminates agents.

Elimination is two-way.

Therefore, the two sides should go hand in hand and make concerted efforts to develop together.

In fact, the strong alliance has spawned good Chinese brands.

In addition, I feel that things should be done first. In terms of ideas, we all agree and have the coordination of large teams.

Brands and agents are a large team, but only a division of labor.

Shi Jie, general manager and design director of Hangzhou Fashion Co., Ltd.

Branding should set the rules of the game so that franchisees and agents know the intentions of the brand.

Everyone is talking about the rules of the game, basically there will be no problems.

Once this line is exceeded, it is necessary to sit face to face and communicate with each other in time to come up with a solution.

What I know is that some Brand Company think that their company is so big that they require agents and franchisees to listen to themselves. Otherwise, I will treat you like that, and cut you off.

I don't think that's the way to do business.

- Peng Zhengdong, general manager of sunshine fashion dress Co., Ltd.

The business space in department stores is not very large, so it is difficult to express the brand culture freely in limited space.

The franchisee's monopoly management mode has made a good improvement to the brand image.

Franchisees can interpret the cultural connotation of the brand in the larger space with home accessories, music and so on. The decoration is more elaborate and detailed.

Many enterprises are worried about the poor management of agents, a large part of the reason is that the price system is not uniform.

Therefore, CONATUS brand adopts the strategy of "never discount" to control.

The company has formulated a price system with reasonable profit margin under the condition of ensuring the profits of all parties, thus reducing many unnecessary troubles.

- Sun Chunlei, manager of brand promotion department of conneth fashion (Shenzhen) Co., Ltd.