Clothing Brand: Icebreaking Road For Distribution And Agency

Brand dealers and agents have always been like "a trench brother". How are they intertwined with love and hate, and how will they effectively link resources and work hand in hand?

　 Interest game is inevitable.

"The world's largest market In China, this sentence is suitable for many industries, including shoes and clothing, of course. industry 。 The market of Chinese shoes and clothing is not only the demand and purchasing power, but also the vast territory of 9 million 600 thousand square kilometers.

The so-called "do not seek the overall situation, not enough to find a corner". In the face of such a huge market and the surging economic background of GDP, many of the shoes and clothing manufacturers with foresight have changed from the "wholesale sale" to "brand concession" at the beginning of the century. It is hateful that limited human, financial and managerial capabilities are stretched before the vast market territory. Depending on the resources of the enterprise, it is almost an extravagant hope that the sales position will quickly spread over 9 million 600 thousand square kilometers.

Chinese people have been familiar with the mystery of "resource integration" thousands of years ago, and are no stranger to businessmen in the new century. CCTV advertising, celebrity endorsement, regional tour, and extensive investment, many shoe and clothing enterprises in the beginning of the century, "to fight the local tyrants, sub fields" revolutionary strategy to the extreme.

　 Along with branding, Agent Entered the brand business camp.

After some "mutual complaint" and "late encounter", the agent took the brand banner and established the "brand base area" by means of the ready resources and local advantages, and fought all the way to open up the territory to establish a brand Jiefang District and sell the position. It is against this background that there will be an endless stream of legendary businesses that sell several times a year, and no wonder that thousands of shoes and clothing brands have miraculously appeared in China in the early years of the century. Needless to say, it is precisely because of the bloody battle of agents that many brands of Wang Guo have been established quickly. With the help of agents' resources and struggles, brand dealers have quickly realized the dream of "King's presence in the world". Therefore, it is impossible to evaluate the agent's "trench brother" as "the most lovable person".

Of course, the meritorious deeds of agents in the "founding era" are not without rewards. No one can do business at a loss. Agents, while accomplishing the brand business, have also achieved their wealth and ideals. The same trick, agents pull the banner of the brand to recruit franchisees, "sub field to households, responsibility contracting", outlets, sales rushed up, white flowers flowed in. Many agents quickly moved into the middle class with cars and houses in those years.

However, although the base and Jiefang District have been built, competition has never ceased, and the competition has never stopped, and the blood and rain are growing stronger and stronger. The sales positions that have been built up are of no quality, and the "winning the terminal" is crying out, and it is hard to ask for "Zhu Geliang". Although the regional managers of the brand dealers are occasionally patronizing, they are often just "taking a fancy to the flowers and dragging the flies" and bringing about substantial improvements to the terminals. Many franchisees are faced with the sluggish sales performance at a loss, often sighing "the pirate boats on the agents", and at the same time, the desire for ravages of the brands is far from being filled. The huge market potential still inspires brand development enthusiasm: carrot + stick, the index rises year by year, and the agent's quota is not completed. It is inevitable that "the court is out of favor" and has been criticized by many brands.

Therefore, the agent has not yet had enough time to enjoy "Wang Houzhifu", which has already been affected by the "splint". But this "sandwich" is also a bit of a grievance: many agents do not want to grow and refuse to make progress, but lack of experience and methods.

In the face of complex and brutal competition in the industry, agents look forward to the help of the brand business. The terminal support of the brand is always as slow as the goods.

Similarly, from the brand's point of view, the market must face the strategy of "chaos first and then rule". Only by "chaos first" can we gain time to seize the market opportunity and occupy the bridgehead of the business circle with the fastest speed so as to gain the first advantage of the brand. "Post treatment" is a must, and the "Jiefang District" that is built under the condition of "greedy for more quickly" is likely to hang on like duckweed, and can not help but wind and rain.

As a result, after the "first chaos", the psychology of "post governance" of the brand is inevitably urgent, so as to further increase the expectations and requirements of agents. Advertising support, financial support, strong pressure indicators, and the operation of companies are all the strategic means to urge the agents to actively carry out "post governance".

But in fact, many agents are "traders" origin, "buying and selling" is relatively good, the management of corporatization is not necessarily familiar, and with the brand guard mentality (brand is not mine, and how the market will be said in the future), so it is often difficult to meet the expectations of brand owners in the initiative of market input. Two However, the degree of investment of agents often determines the survival and development space of the brand in the region. If agents "take up a manhole and do nothing, they will not grow rice in good fields", that is wasting resources and losing business opportunities. Therefore, brand dealers are very annoyed about the negative development attitude of agents. They spend money on brainwashing and are not able to go up year by year; sending people to support useless and secondary targets; no matter what brand dealers are using up, agents are just as old cars can't pull up as fast as they can. In the eyes of brands, the "regional market" like "fat cattle" is "spoiled" by such agents. It is really unwilling to take the place of him.

Therefore, at this time, some agents have become the most hateful people of brand names.

In the game of love and hate -- the game of interests in essence, the secret war and the cold war quietly erupted, and the revolutionary friendship gradually entered the snow and ice.

The interests of brands and agents are based on the same brand kingdom. If the brand kingdom does not develop, the interests of both sides can not be realized.

　　 Sharing weight to enhance business docking

In fact, when we deal with brands and agents, we often feel "complaints". Many brands complain that agents are "staying at their shops, unwilling to invite people" and "making money not willing to invest". They always want companies to vote, "owe a lot of companies, and quarrel all the time to support"; agents complain that the brand name is "brand is yours, always encourages me to invest, I am stupid!", "vigorously add indicators, support can not keep up", "regional managers run around, there is no real effect". In short, it is fair to say that the public is rational.

"Development is the absolute principle". We know that the interests of brands and agents are based on the same brand kingdom. If the brand kingdom does not develop, the interests of both sides can not be realized. "The bear is not caught." Therefore, the surface of the dispute seems to be whether to develop or not to want to develop; in fact, we are concerned about the weight sharing and interest protection of each resource input in the development process. To put it plainly, how should you invest? How should I invest? How can the vested interests of both sides be Safeguards under the corresponding investment? This is a problem of circular Games: the interest is not guaranteed to affect the enthusiasm of resources input, and the degree of resource input affects the protection of interests.

It is precisely because there is not a mutually acceptable "input income guarantee system" that leads to disputes between the two sides. On the one hand, as far as brand players are concerned, because of the urgent need for development, they always think that "horse slow and straight must whip up" and pull out the trick of "carrot and stick". On the one hand, the agent should deal with the problem negatively: pressing down on the incentive policy, and selling it first. Therefore, "two high" (high inventory, high arrears) agents are everywhere. These are the "egoistic" behaviors that are impeding development.

It is worth noting that the interests of both sides are based on the same brand Kingdom, and disputes are at best "contradictions among the people". "Contradictions within the people" can not be subverted by each other, but must be digested by communication and understanding. They will win together and fight for two injuries. "Struggle is no way out." Therefore, the two sides should abandon the selfish thought of "maximizing individual interests" and return to the basic point of "the maximization of overall interests" - "development".

The premise of "development" must first be the unity of the two sides -- the strategic steps to objectively and objectively plan regional development; secondly, the effective docking of resources between the two sides -- the scientific sharing of resources input.

In fact, there are very few two identical regional markets. Each region will be different because of the agent's concept, ability, resources and regional economic characteristics, business circle distribution, competition pattern, development history and so on. Different regions need different strategic steps, rather than "one size fits all" policies that can promote the development of all regions. Therefore, enterprises should be realistic and targeted in the business support and resource support for agents.

On the basis of getting targeted help from the brand, agents should also respond positively, from the organizational setup and business mode to the brand dealers and franchisees.

The effective docking of the three party's key business can ensure smooth and efficient marketing business process, and the three party forces are twisted into a rope. What worries about the big trouble? At the same time, the market can develop quickly and efficiently, and the interests of the three parties have the foundation of maximization. The resources can be reasonably shared and effectively integrated, and each other no longer shuffle and guard against each other.