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The New Brand Of Local Clothing Has A New Way To Expand Channels.

2012/3/1 9:07:00 33

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"Single store" is an important direction.

stone lion

Diesel Apple costumes were launched last year for the first time, and the whole series of stores were launched. The company adopted a single store franchise mode.

At that time, Yang Zhi, CEO of the company, said that the performance of some brands declined because of the fact that the general agent went to the district agent and then to the franchisee, which was not competitive.

Therefore, the company will try to shorten this intermediate link and take a single store to join.

"Single store affiliate is the management of its own company, the feedback of all aspects must be much faster, and the allocation of various services is also much more convenient, and the middle part is omitted, and the profit is certainly much higher."

Mei Changqing, deputy general manager of Fujian start children products Co., Ltd.

Lin Yongxun also told reporters that the company now focuses on the development of regional markets, the way of joining is also a single store franchise, so that the feedback speed of information is relatively fast, and the company can react quickly to the unsalable style.

"At present, the mode of general agent joining makes enterprises face great pressure. If enterprises do not pform, the initiative will always be in the hands of customers. If big customers join together to negotiate with enterprises, then enterprises will be very passive.

By adopting the single store franchise mode, enterprises have not only accelerated the speed of store expansion, but also grasped the initiative, avoiding the game between the interests of companies and agents.

Many people in the industry, including those mentioned above, have pointed out that this cooperation mode will create a win-win situation, not simply selling goods to customers, but more considering the survival and virtuous circle of both sides.

"There are more than 400 prefecture level cities and more than 3800 counties in China, but the terminal outlets of enterprises do not spread to so many places.

This is determined by the provincial mode. For example, Sichuan province gives you, but you can't cover all the counties in Sichuan. The radiation capability of the provincial generation does not meet the company's expectations, but at the same time, the provincial generation likes to occupy the resources.

Guo Hanyao, a brand marketing specialist of Kyushu counterparts, said that it is an important direction for enterprises to cooperate with the total generation to expand single stores in the region.

If we only rely on the total generation to do it, the total generation will not be willing to do so; but the people who rely solely on the enterprise to set up a branch office in the local area to do a single store join will be in trouble for a long time. The cost of remote management will be too high.

"Total generation" can not be replaced in the short term.

"In fact, many brands are now through total generation and provincial generation, and then look for terminals.

But over the past few years, we feel that this is an unstable mode. Enterprises want both the agent and the agent to do well.

The general agent also wants to do well, and is afraid of doing too well, because when the business is too good or bad, enterprises will consider returning the market.

The director of a garment enterprise has a feeling that the relationship between agents and Brand Company is "symbiotic and exclusive".

In Guo Hanyao's view, society has been developing for another one hundred years.

brand

Enterprises can not be separated from distributors.

The triangle relationship is the most robust for brand enterprises plus distributors and consumers.

If a brand enterprise plus a distributor plus a boss of a monopoly store plus consumers, the "four wheels" mode of operation is the healthiest.

"At least there must be brand enterprises, distributors and consumers. If they become brand enterprises and consumers, then there will be problems."

Guo Hanyao said that the way to join is to regulate the behavior of dealers making money reasonably, dealers are the local snake, brand is strong dragon, strong dragon and local snake can cooperate well to realize the creation of both sides' value.

Guo Hanyao said that single store franchisee has changed the mode of total generation extensive operation, but the best way of single store franchisee is to have the total generation in it, because the total generation relies on channels and funds to make money, and it can pass on the risk of manufacturers.

"If it's just a single store, there will be a problem. How many owners in this area will join you?" this is a problem. Second, when the one hundred or two hundred franchisees in this province are dealing with headquarters, can you keep up with your human resources?

"The single store join is not done by the enterprise itself, but is done by the total generation. I think this is the most ideal one, namely the headquarters, the dealer, the monopolized shop owner, the consumer."

Guo Hanyao said that the way of single store affiliate is a big direction, which is the flat of channel, but the channel is flat again, the total generation must exist, especially the enterprises of a certain scale.

The success of big brands is a good example of the success of the provincial pformation. For example, Anta turned Shandong's franchisee into a shareholder at headquarters. Jordan turned Shandong's dealer into the CEO of the company. It must be a platform for integration, tolerance and construction.

It's not that you eat me, I eat you, but we eat others together.

"If the total generation is abolished, whether it is wholesale or retail, the cost will be borne by the enterprises themselves. Second, it is also necessary to undertake a bad risk, and at the same time, the manpower requirements are higher." Mei Changqing said that the single store company should depend on the circumstances. If the company has already had an agent in Hubei, it will no longer accept a single store franchise, but if it is in the area of Qing Meng, Chen Dai and Anhai, it can be considered because the company can control the market here.

Local clothing brand new brand test water "single store join"

Since last year, Megan clothing Limited has launched a new mode of agency -

pool

。

"The so-called joint venture is actually the cooperation between enterprises and customers, and it is also another special" direct camp ".

For example, a customer has a store and wants to make a brand, but he is worried about the pressure of inventory and the defect of management ability.

Then, we can adopt a cooperative way, providing customers with stores and certain margin, providing goods and management, and getting the turnover of customers.

Lin Yongxun, deputy director of the company's operations center, said that this reduced the pressure on store operators later stage management, because staff, inventory and management were all enterprises.

In the future, the management mode of agents and franchisees should cater for the company's management system.

This joint mode is actually a "single store franchise" that many new brands in the clothing industry are trying.

The industry generally believe that a new clothing brand start, using "single store" to expand it will be easier.

So, for the newly established brand, which way is better for "single store franchise" and the traditional "total generation franchise"?