Brand Hosting: A New Way Of Clothing Distribution

Trusteeship has been popular since early twenty-first Century, and has become an important way of garment channel innovation and channel outsourcing.

The so-called trusteeship means that the clothing brand entrusts part of the management power to a specific individual or agency for management, operation, maintenance, upgrading and promotion, thereby promoting the development of the enterprise brand.

Trusteeship institutions must have the advantages of relatively complete personnel, channels, funds and management.

Trusteeship is divided into whole management and sales trusteeship. The whole trusteeship is that the trustee takes over the overall business of the brand and sells trustees as the custodian to manage the sales link only.

In recent years, some brand trusteeship companies have begun to appear in the clothing market, playing a new role between brands and franchisees.

The emergence of brand hosting companies has solved brand investment and sales network channel construction and terminal management. Brand enterprises can focus more on product research and development, product design and product outsourcing.

It can be said that brand trust has launched a new way of clothing industry marketing channel.

At present, most of the brand hosting companies in the domestic market have evolved on the basis of agency.

Unlike the dealer mode, the trustee does not buy goods directly with the brand, nor does it directly enter into a sales contract with the mall, but helps the brand enter the terminal and then sign the sales management contract with the brand in these stores.

Therefore, the revenue from hosting is also different. Dealers sell products from the wholesale price to the terminal when the brand manufacturers sell the goods. The difference between them is their income, while the brand trustee signs the sales performance index in the sales management contract with the brand. After the sales mark is exceeded, the brand trustee can get the rebate of the sales volume.

In the actual operation process,

Whether it is from the brand value or profit acquisition, brand hosting mode has great attraction for agents.

At the same time, relying on Trusteeship institutions to build a market access brand can also get better development.

For trusteeship, while running their own clothing brands, they are constantly looking for brand names that can be managed and integrated into their own resources.

Therefore, in the process of market operation, trusteeship operators not only accumulate a wealth of market resources and experience, but also have their own terminal network.

At present, the three Korean brands responsible for ANSICH, ANDEW and BUCKAROO, which operate in Beijing and Zhejiang, are general manager of Beijing Junsi Zhuo Brand Management Co., Ltd., Huang Zhaohui, who once said in an interview that under the agency mode, because of the need to consider more investment ratio, the business pressure of agents is relatively large, and the space for development is limited by many factors.

If brand trusteeship is implemented, the pressure of trusteeship is relatively small.

Under this mode, the trustee needs to consider the problem from the angle of the overall development of the brand in a certain region, and carry out the comprehensive operation and management of the market and brand, which gives the trustee greater play and greater sense of value.

For brands,

Obviously, the brand hosting mode is either from brand value or profit acquisition.