Brand Management Promotes Garment Wholesalers To "Join In Pformation"

Apparel franchisee is the main disseminator of Chinese clothing brand in brand and market competition, and also in shaping brand culture.

"In the domestic garment industry, except for a very small number of brand self-employed business, 99% of the clothing brands are franchising agents."

Experts point out that clothing franchisees are brand and market competition of Chinese clothing brands, and also the main disseminators of shaping brand culture.

Franchisee: the worry of brand allies

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Before 1999, like most clothing enterprises in the country, YISHION did wholesale business.

A small stall with a mere 17 sq m can wholesale up to more than 70000 clothes a day.

The annual clothing trade fair, the order also all to "explode".

However, the 1999 year of the trade fair, YISHION did not receive a single, the boss Guo Donglin specially rented 10 booths for publicity, he said, "we decided to take the brand monopoly line!"

In this way, YISHION pioneered the "brand monopoly" route, ending the long term wholesale business in Dongguan Fumin fashion city, and increased its brand building and franchise management with huge sums of money.

When the profits of national peers are turning smaller and smaller, Guo Donglin's YISHION store has been spreading all over the country.

What many people do not know is that the loyal merchants from all over the country have become the first group of "franchisees" of YISHION, or even the earliest "franchisees" in the country.

A contract has tied the two sides together, and the storm has come. YISHION's "brand monopoly line" has been a great success.

Now, we can see that YISHION has opened more than 4000 stores and 14 garment factories worldwide, and exported to Southeast Asia, the Middle East, Russia and other countries with its own brand.

Behind the achievements, there is always a group of mainstay whose common name is "franchisee".

Confusion in hasty pformation

With the rapid development of China's garment industry and the growing maturity of the industry, the brand management of high profit and high added value promotes a large number of original "clothing wholesalers" to "franchisees" and "strategic pformation".

Snowball, of course, is getting bigger and bigger, and more and more new clothing businesses are also joining in.