Enterprises Can Not Let Agents "Take The Market To Make The Brand".

In 1996, with the dust of franchising in mainland China, Join in Become a hot topic and subject to major issues. Clothing wholesaler With enthusiasm and popularity, people began to rise in the air, pulling the banner of various brands along the wind. However, in order to quickly seize the opportunity in the 9 million 600 thousand square kilometers of the semi civilized area, the cake in the market was the first to taste in the shortest time. The small trademarks that have been scattered in the corner have been scattered to every corner of the land of China and become famous brand Dalin.

In the past, the general secretary of the region has no longer been satisfied with the small profits gained from the closure of the house, and has become a genuine wholesaler. The most important part of the regional market is the regional distributor, which has the 80% initiative in the regional market. Agent They join the company and take the market to make the brand. In the face of the distortion of agent to grading wholesale, facing the cracks of the brand, the brand holders are helpless, but only when they are in despair, they are tossing and turning in the same way. When the battlefield is hard and dangerous, the people who are fighting together after the battle are weightier than the pound but the market is more than the gold and jade. But now there are only two alternatives: let's give up most of the market or the company's bankruptcy, or let it go on again and again.

The "Oriental most fashionable and attractive brand" and "China's ten largest casual wear brand" reputation has encountered this kind of situation. The difference is that when people are in a panic attack, they are choosing to change the course of the storm and continue to ride the wind and wave.

Although the market share has been expanded in a short time, the agency system has created a gap between the regional market and the brand holders. Although it has spread all over the country, even 1/10 of the 1500 shops are not quite aware of it, and "control" has become a distant mystery. So the head office decided to send people directly to the terminal, and thoroughly collect the detailed information of the business areas of the various agents in the country, and collect the detailed information of the shops, such as the shop area, the image planning, the store operation status, the business district details, the agents' support efforts and even the owner's personal data.

All data collected in the case are collected and verified repeatedly. Headquarters staff prepare detailed market analysis reports for terminal rules, and complete regional marketing countermeasures for specific areas. In the same period, talent selection and reserve should be carried out in case of a rainy day.

After knowing the specific circumstances of each agent, the brand owners began to take an aggressive strategy towards agents - to effectively soothe the well run agents, to ensure their emotional stability while giving proper support; to communicate with the regional general agents who do not operate well, to understand their mindset and direction of development, and those with stable mentality allowed them to be rectified within the fixed time for further assessment; the negative agents of the state of mind, their regional distribution rights were banned and returned to the headquarters of the company, and immediately dispatched the manpower to take over.

As far as the current domestic casual wear business model is concerned, the "sub company direct mode" of the "Yi Min" clothing brand has created another field of China's casual wear marketing mode, breaking the "agent" is God, is the brand enterprise "food and clothing parents" low-level concept, but also challenges the current domestic platitudes of self styled marketing experts in the clothing industry, and become a model for the domestic garment enterprises to grow up themselves.