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The Key To Clothing Agency: Evaluating The Intention Brand

2010/7/12 16:22:00 46

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Today, when channel is king, brand agents are always there.

Clothing industry

China plays a decisive role.

However, no one can tell how many brands there are, and no one can tell how much and how much clothing stores have been opened up in the street.

So, for clothing dealers, what is the key to successful brand clothing?

Looking for the intention brand

Choose a good one.

Clothing brand

That's half the battle.

However, at present, the dazzling clothing brands on the market have made dealers feel dizzy. It is not easy to pick out a potential brand that suits them.

Therefore, agents should conduct comprehensive analysis in various aspects when choosing clothing brands.

The first is market trend analysis.

There are many plates in clothing, which have different development trends in different periods.

For example, the current domestic market, due to the advent of the Beijing Olympic Games, fashion sports clothing is a major trend; for example, children's clothing is also a potential plate.

Dealers must have some understanding of these major trends when choosing brands. Although they do not necessarily choose brands according to fashion trends, they have a holistic grasp of brand trends.

The second is self.

market positioning

Analysis.

China's north and South regions are very different, and the consumption level and consumption habits are quite different from each other.

Different brands have different markets, and high-end brands are not suitable for all markets. For example, in some economically underdeveloped two or three line markets, it is not appropriate to introduce high-end brands, especially high-end international brands, and are more suitable for introducing some mass brands.

Dealers should take full account of the characteristics of the local market when choosing brands, do a good job of investigation and analysis in advance, understand the income level, consumption habits and market brand distribution rate of local consumers, so as to decide the brand orientation.

Then it is self analysis.

It includes investment analysis, investment decisions, brand positioning, and market scope (such as province, market, etc.). If there is no brand operation, dealers should be cautious when choosing brands. The best choice is to choose a company with strong brand management capability, so that it can provide greater support for brand operation. Team analysis shows that a large regional agent (such as provincial level agent) must have its own team, and it is impossible for a person to run the brand. "This also determines your network construction. The network does not mean that there are many people in your stock, but refers to how many distributors have long-term and stable cooperation with you." self analysis

When choosing a brand, dealers should consider whether they have such a network. At the same time, mature brands also value this point when choosing agents.

Through the above analysis, dealers can choose a brand when they want to identify a big orientation, and the next step is to contact the brand.

At present, there are many channels to contact brands, such as attending various kinds of clothing exhibitions, referring to professional media, such as newspapers, magazines, networks, television and so on. At the same time, dealers can also establish contacts with brands through industry organizations and professional information companies.

Evaluating intention brand

Through various channels, if we find a suitable brand of intention, we should evaluate the intention brand, which is the key link to decide whether to choose the brand.

This link mainly includes the following aspects.

The investigation of brand origin and popularity will include examining whether the brand has just been registered, whether it is registered in China or registered abroad, and whether domestic brands enter the domestic market after being registered abroad. At the same time, we must understand the popularity of the brand in the whole country, especially the reputation of its own market. If it is a foreign brand, we should know the popularity of its brand in the domestic market, and how many brands it is.