Acting Underwear Brand: Eyes Must Be "Accurate" And Choose To Be "Cautious".

First, brand Choose to be cautious.

An agent in Shaanxi changed 3 brands and first brands in one year, because the style of the products was too Europeanized, not suitable, changed after 3 months, second brands made about half a year, the price was too high, and they could not fight the market, so they had to give up; third brands had just done less than 3 months, and the manufacturers of the brand made special processing, and no longer sold domestic products, the agent had to quit. In the past year, the warehouse has been filled with 3 brands of products, and a lot of money and energy have been invested in it. But it is not profitable at all. Do you think this agent is tired?

Choosing a brand is like marrying a wife. You must share your interests. The product of agency is your source of income. You must be cautious.

First look Strength 。 It is more likely to benefit a large brand, but the risk is relatively small. But the threshold is relatively high, the discount of supply is high, and the policy of return policy is harsh. You need to have strong financial strength to support it. If you are not strong enough to get the right to equal dialogue, you will be at a disadvantage.

Second, look at potential. You must understand the brand's business philosophy and whether the company has a professional marketing team. Some enterprises only think that making good brands and making money, and carrying out the psychology of trying to see the brand, do not have any long-term goals. There is a joke in the industry: a brand in Guangdong has been doing advertisements for months in some magazines. After a few months, it finds that the benefits can not go back to the previous wholesale state. The result is a batch of agents.

Finally, look at the local market. You should pay attention to whether the brand's product characteristics are in line with your region, consumer's physical characteristics and habits. Many brands of products sell well in the south, and they do not necessarily have advantages in the northern market.

Two, operation can not rely on manufacturers to carry out their own. Scientific planning

Brand ownership is the manufacturer's business, and the agent owns the regional management right. You must not place everything on the manufacturer. Underwear industry as a whole is a backward industry, many manufacturers do not necessarily have to go professional to operate the brand. So, more often than not, you have to rely on yourself.

If you are just starting up, you should concentrate all your energies on making a brand first and avoid being chewed up. If you already have a certain strength, you can manage multiple brands. You'd better not operate a brand with the same style, try to choose a brand with different positioning, some brands are famous for bra, some body shaping clothing is strong, some pants are very public praise, you should make effective combination of brands according to their characteristics. You should also consider the different business priorities of the peak season. Multi brand strategy allows you to spanfer risks and make your products effectively complemented.

Three, cooperate with manufacturers and keep vigilance.

Most of the manufacturers in the underwear industry are mainly private family businesses, and the integrity level of the industry is low. Identifying your relationship with the manufacturer will help you make flexible decisions. The cooperation between manufacturers and you will always be temporary, and the relationship between you is interest relationship.

If you do not operate well, the manufacturer may consider replacing you; if you operate too well, the manufacturer may want to withdraw the right to operate, change the branch office, and then take profits as its own. Many brand manufacturers' regional managers are eyeing to replace you as the office manager of the market. The interests of the market are always the first, and at the critical moment of interests, manufacturers may sacrifice you at any time.

Four. When the time is ripe, individual wholesale can be converted into corporatization.

Many of the underwear agents still stay at the level of the wholesalers of the self-employed businesses. They receive money first hand, and many agents do not know how much their monthly profits are and how much they are spending. How can such a business grow? If you want to be a successful agent, you should set up a market, finance, warehouse and other departments to carry out scientific management and operation when you have enough strength. Standardized operation will attract more customers and enable you to win more support from manufacturers.

Five. Sales network The lifeline must be firmly controlled.

Sales network is your survival and development weapon, but manufacturers may be eyeing your sales network. Remember, we must strictly control our network, improve their loyalty, and let your network always follow you, not with the brand of the manufacturers.

Your network is the only bargaining chip you have to negotiate with the manufacturer. Don't take it lightly. For example, we must seize the opportunity to add your company to your company at the right time, or the number of your chain stores. You will accumulate a lot of your brand assets. Is your network selling products of other brands? How long is the dealer's purchase cycle? Is the dealer willing to advertise on his own? We should know all these cases as agents.

Six, inventory must find a fusion point.

This not only allows you to better serve the dealers, but also restricts manufacturers when they replace their agents. But too much inventory is also a risk, so we must learn to maintain benign inventory. Most of the storehouses are salable goods, and they can be disposed of or sold back to the company in time. In this way, you will not have no retreat.

Breaking the goods is the most common and difficult problem in the underwear industry. Give full play to your foresight and foresight. It is an important art to succeed in storing up some best-selling goods before the peak season.

A lingerie agent in Sichuan starts to eat in large quantities every February and March and boldly eats the new model. By the time of the coming of the peak season in April and May, when other agents were puzzled by the lack of goods, he was sitting at a steady pace. His performance is no doubt the best among the brand's national agents.

Seven. Own proprietary stores or model stores.

Self owned store is the image window, and it is also an important tool to understand the market and conduct market research. Successful self operated stores can set up business models for subordinate dealers, provide reference and help you clean up unsalable stocks effectively.

If you have the ability to put the brand in the most influential shopping malls in the locality, it will be very convincing to dealers and consumers. It will also give your upstream manufacturers great attention and greatly increase your success index.

Eight, promote yourself in a timely manner.

You must not forget to Advertise yourself in the regional advertising you put in the factory. Highly skilled agents are willing to cooperate with the manufacturers in regional advertising and launch their own companies in a timely manner. For example, at the end of the TV commercials, call your company's phone, or leave your company's address in the newspaper advertisement, and put your company name on the back board and banner of the underwear show. At some of the new product launches organized by the manufacturers, we must also seize the opportunity to let your company show its face. In this way, gradually, you will accumulate a wealth of brand assets.