Ten Principles Help Second Line Clothing Brand Agents Succeed

second line—an advisory post brand The growth history is actually an agent's growth history, a second line brand in a certain area. market The success of operation depends to a large extent on the agents in the region. The operation of the same brand and the different agents' performance may be very different. Nowadays, with the continuous development of the market and increasing competition, Agent Also put forward higher and higher requirements, how can we become a successful agent?

First, choose the right brand.

Choosing a brand is like marrying a wife, which directly determines whether your family is happy or harmonious. Your wife must at least have the same language with you and must have a common language. Because you are an agent, the product you represent is your source of income, and also the foundation of your career, so you must carefully choose the brand of cooperation.

Choosing a brand must first recognize its strength. The possibility of benefiting from a large brand is relatively large and the risk is relatively small. However, the threshold of big brand operation is generally high, the discount of supply is relatively high, and the policies of return and exchange are often harsh. You need strong financial strength to support it. If you don't have enough strength, you can't get the right to make an equal dialogue with the big brand, and you may be at a disadvantage in the cooperation negotiations.

When choosing the brand, we should not only look at the strength of the brand, but also have to know the potential of the brand. You have to understand the management idea of the brand owner, the determination to create the brand, 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 advertising for months in a number of magazines, trying to create a brand. After a few months, it found that the benefits could not work and went back to the previous wholesale state.

Also, you should pay attention to the characteristics of the brand, whether it is in line with the physical characteristics and habits of consumers in your district. Many brands of products sell well in the south, and they do not necessarily have advantages in the northern market.

An agent in Shaanxi changed three brands in one year. The first brand was too Europeanized and not suitable for three months later. The second brands had been around for half a year, the price was too high, they could not afford to open many markets, and they had to give up; the third brands had just been less than three months, and the manufacturers of the brand were specially engaged in the outward processing, and announced that they would no longer be domestic products, and the agent had to quit. In the past year, the warehouse was stacked with three brands of products, which invested a lot of money, but there was no profit at all. Do you think this agent is tired?

So the old saying goes: no best, only the best. You should choose the most suitable brand for your business.

Two, carry out the scientific management plan of the brand.

Brand ownership belongs to the manufacturer. If you act as an agent, you will have the right to operate in the area. You must not place everything on the manufacturer, so you have to rely on yourself more often. Most leading companies can only provide you with some guidance on business philosophy, and the implementation of specific market details depends on yourself.

If you are just starting up, you should concentrate all your energies on making a brand first, and avoid being a great success. If you already have a certain strength, you can manage multiple brands. But you'd better not run a brand with the same style, try to choose a brand with different positioning to do business. You should make an effective combination of the brand according to their characteristics. You also need to consider the relationship between the peak season and the season to ensure that there are different business priorities in the peak season. Multi brand strategy allows you to shift risks, increase bargaining chips with manufacturers, and enable your products to be effectively complemented.

Besides, the brand you run must have a focus. Some brands can set an image for your business, but not necessarily a high profit. Some brands are not famous, but their profits may be considerable. You can combine image brand with profit brand. {page_break}
 

Three, a clear understanding of manufacturers

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. Don't let some private factors play a leading role in your business.

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 branches and offices, and then take profits as its own. Many brand manufacturers' regional managers are covetous to replace you as the office manager of the market.

Four, corporatization operation

Many agents still stay at the level of the self-employed wholesalers. They receive money first hand and deliver goods. Many agents do not know how much they earn in a month, how much they spend, how much goods they have in their hands, or how long they can stay in the age of a couple's shop wholesalers.

If you want to be a successful agent, you should register and set up your own trading company, and set up various departments such as market, finance, warehouse and so on, so as to conduct scientific management and operation. You have to learn how to manage your inventory with computers. You have to learn how to build a customer management system. . Your standardized operation will attract more customers and enable you to win more support from manufacturers.

An agent in Zhejiang set up a special sales company, hired professional managers to manage, and the sales department had dozens of people. The sales volume of a single brand agent was up to about 10000000 a year, equivalent to the total annual turnover of 7 or 8 agents in other regions. Of course, he became the biggest agent of the brand in the country. He also won the biggest support from the manufacturers. Therefore, his performance has been keeping steady growth for several years.

Five, firmly control your network.

Sales network is your survival and development weapon, but manufacturers may be eyeing your 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.

For example, the end of the terminal business can be very clear, whether the network is yours or not. We must seize the opportunity to let the doorman not only serve the brand you run, but also add your company or your chain store at the right time, and you will accumulate a lot of your brand assets. Your network is the only bargaining chip you have to negotiate with manufacturers. Don't take it lightly.

In addition to running the brand of your agent, are you selling other brands, or even selling products of your main competitors? How long is your dealer's purchase cycle? Is your dealer willing to advertise on its own? As an agent, can you answer these questions lightly?

Please reflect on how well you control your existing network. {page_break}
 

Six. Keep stock.

Having a certain stock will not only enable you to better serve the dealer, but also make certain restrictions on the manufacturer. When the manufacturer wants to replace the agent, it will also throw away the mouse, and worry that your stock will impact the market and not dare to do it easily.

Too much inventory is also a risk to you, so learn to maintain a healthy inventory. Most of the warehouses must be good sellers, and deal with your unsalable products in time, or return them to the company. In this way, you will not have no retreat.

Make full use of your foresight and foresight, and get some best-selling goods before the coming of the peak season. This is an important art of business success.

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.

An agent who can't even manage his own shop is not to hope to manage affiliate dealers. An agent who can't even earn profits from a self run shop should not expect the following distributors to go anywhere.

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.

In the advertisements you put in your area, you must not forget the additional publicity. Highly skilled agents are willing to cooperate with manufacturers in the regional operation of advertising, and timely launch their own company to set up their own image. For example, at the end of the TV commercials, call your company's telephone or leave your company's address in the newspaper advertisement. You will also seize the opportunity to publicize your company's Lulu face in some investment promotion meetings and new product launches organized by the manufacturers. In this way, you will gradually accumulate a wealth of brand assets.

Nine, flexible adjustment of business strategy

The market is changing rapidly, requiring sharp sense of smell and decisive action. Business strategy must closely follow the trend of manufacturers. You must pay close attention to the policy system and market demand changes, and make timely strategic adjustments.

When the brand operation of your agent continues to decline, remind you to brush up on the thirty-six plan of Sun Tzu's art of war. Don't expect the factory to turn over the day.

Ten, timely launch its own brand.

To achieve a certain scale, you can consider launching your own brand. Of course, at the beginning, you don't need to set up factories. You can take advantage of the relationship established in the agent process to contact the manufacturers for OEM production. After all, there are many manufacturers that have production capacity now. At a certain time, you can invest and build factories. There are some successful agents like this in the industry. You can refer to their experience.

If one day, when you are abandoned by the manufacturer, or you abandon the manufacturer, you still have your own brand to do, you can have your own business. Of course, this is a kind of agent with lofty ideals to consider. It is the highest level of agent development. Of course, the difficulty is relatively large.