Analysis Of Clothing Brand Agents Demand

Current market Under the circumstances, the status of brand agents is becoming more and more important and the initiative is gradually increasing. While the brand chooses agents, the clothing agents are also choosing the right ones. brand They demand more and more brands.

　　 High exchange rate low discount

Not long after the start. clothing Brand agents are in the first stage of their career. For them, the actual short-term economic benefits are the most important. In their view, the first thing is to earn money and survive before they can talk about development and growth. So when they cooperate with brands, the most important problems are exchange rate, discount, shop decoration and other basic problems.

The condition that Ma Li Ping plays a decisive role in the cooperation with Yan Xiu Fang is a lower discount. "When I made the final decision, I hesitated in the two ladies dress brands. Later, the sweet show shop gave 55% off of the price, and the other one offered a discount of 50 percent off. At the same time, the exchange rate of Yan Xiu Fang was relatively high. Now the clothing business brand is under heavy pressure, and just now a brand wants to survive. The company must provide more help to the agent in terms of exchange rate and discount, and also hope that the head office can help more in the shop decoration."

Because of the immaturity of experience and channels, these start-ups are required to receive financial support when signing contracts, which to a certain extent restricts their choice. Generally speaking, large brands with high popularity have higher threshold in cooperation with agents, and can not meet the requirements of discount and replacement rates proposed by the starting agents.

　　 Goods first publicity second

Zhao Xiaohu, general manager of Jiangsu Province, South of Jiangsu general manager of M·SUYA, said: "for our agents who already have a certain foundation, the most important thing is the brand's goods and propaganda ability." No matter how the market situation changes, there is an unchangeable truth: the product is the soul of the brand. So for those who have a certain foundation and experience, the goods will always be the first. The version and workmanship of the M·SUYA show are the most important reason why we have been working with it for 12 years. Up to now, the quality of M·SUYA's trousers has always been maintained. It is the biggest reassurance for agents, and it is also the foundation for agents to go on and grow for a long time.

Now, the market competition is increasingly fierce, and agents' demand for brand publicity is also getting higher and higher. The publicity of the brand itself must achieve a certain amount of exposure. This publicity should not only be exposed to a large quantity, but also should be chosen accurately. "The target consumer group of M·SUYA shows is a 30~45 year old woman. In CCTV's survey, the most favorite channel for women in this age group is the central three set. Therefore, the leader M·SUYA invested one hundred million yuan advertising in the central three set of prime time three years, and did its best to publicize it. Such publicity has made agents feel that this is a brand that really wants to be bigger and bigger. This kind of vigorous publicity has also made the reputation of the brand more and more high, which has played a great role in promoting the work of agents.

　 Strength and potential

When choosing a brand, agents should not only focus on the strength of the brand, but also the potential of the brand. Many agents hope that the brand will grow and grow with the brand in the process of brand growth.

Huang Hao Jie, a Henan agent of alligator, said: "the space for the future development of the brand is very important. I value the development plan of the brand very much. The brand with planning and target will attract me very much. In addition, brand makers should have more mature and correct management techniques, such as whether they attach importance to the important role of ERP system in distribution, ordering, information communication, market and brand management. Can we provide scientific data and information through the system, effectively promote the brand's ability to evaluate the market development, and promote the healthy development of market share? "

Xia Zewen shared the same view, Xia general said that JACK&JONES once wanted to follow the fast fashion mode of ZARA and collaborated with him to enter the Hunan market. However, it was found in conversation that JACK&JONES's replenishment system was not perfect. In the mode of cooperation they proposed, there was no complete system for the transfer of goods between multiple stores and the unified replenishment process of manufacturers. Xia general, who never fought the battle of uncertainty, gave up this cooperation after careful consideration. "Resilience can best reflect the strength of the brand, and the brand with strong adaptability will have greater potential." Xia Zewen said.

Another way for a developing brand to attract local powerful agents is to have short term planning. "I like the brand that I demand most, because the brand that can ask for the agent has already had enough brand awareness. He will make three year plan and five year plan. This brand can attract my attention most." After talking to the branding company, Xia Zewen will review the plan put forward by the brand combined with his own strength according to his accumulated experience for many years. If the plan put forward by the brand is in line with the actual market situation and the brand's own strength, he will basically cooperate with the brand.

Personality charm of brand Creator

Come to the factory for discussion, agents said the most important thing is not the size of the company, but the company's development philosophy. Agents are more likely to test the character of the brand creator through contact and communication. Zhou Zewen, general manager of Zhou Xian (fashion underwear) Trading Limited, said that the initial contact with the brand is attracted by the products. First, observe the structure and positioning of the products, whether they are suitable for the present market. Next, we will have a good chat with the leaders of the brand, understand his grip on the goods, and his confidence in the cause and his attitude towards the partners.

In the process of conversation, agents tend to keep an eye on brand leaders, which is also an important psychological weight for agents to cooperate with them. "To maintain business for several years or even more than ten years, it is not only interests but also mutual support and trust that maintain cooperation relations. The personality charm of the brand side is a big attraction for me." Zhou Zewen said, "what kind of people you work with determines how far you can go."

Zhou Zewen narrated his indissoluble bond with Fenton. According to Zhou Zewen, the agents of home furnishing brands have accounted for sixty percent of the 10 years of service, and even two generations of agents who have inherited their father's business. "Long term good partnership depends on the family atmosphere of Fenton. Companies often invite agents to sit and chat in the headquarters, and they will move out all the problems and difficulties that the company has to discuss with them. The brand does not regard agents as a chessman, but as a business partner who creates a brand together. This attitude towards agents and partners gives the agent a great sense of belonging, enthusiasm and cohesiveness.