Clothing Agents Master The Initiative To Turn The Retail Market

The development of agents is accompanied by China's reform and opening up, and has gone through several stages.

The first stage: in 1978 ~1988, the private placement stage.

Since 1978, policies in various parts of the country have been gradually liberalized, and some flexible minds have become individual businesses.

In many parts of the country, loose road markets have been spontaneously formed, such as the new Lake Road in Yiwu, Zhejiang, Hanzheng Street in Wuhan and the long Lung Street in Harbin.

The business sector has issued temporary self employment business licenses to individual traders who have been engaged in business activities for a long time.

This period is the embryonic form of China's market economy. Most people can not be called an agent.

They are mainly engaged in trafficking for the purpose of livelihood.

In operation, they have less funds, mostly partners or brothers, and the main products are two grade products or processing products in state-run enterprises, so as to meet the defects of urban and rural differences and supply systems at that time.

It was these controversial individuals who had become pioneers of China's market economy and pioneers of Chinese agents, laying the foundation for the subsequent development of market economy, the formation of wholesale markets and the maturity of agents.

The second stage: 1988 ~1998, the market wholesalers and store development period.

After 10 years of development, China has entered the era of commodity economy.

All over the country, on the basis of the original Road market, under the guidance of the government, the wholesale market of wholesale trade was rapidly formed: the white horse wholesale market in Guangzhou, the five love market in Shenyang, the Lotus Pond market in Chengdu, the screw bay market in Kunming, the Sijiqing clothing market in Hangzhou, and so on.

The self-employed also moved into the professional market from the road market and began to subdivide, from what they earned to do, to start focusing on a certain category.

At this stage, the garment professional market has taken shape, and the clothing agents in the real sense have also come into being.

By this time

1992 ~1999 is the development stage of clothing stores.

In the early 1990s, while the wholesale market was developing rapidly, clothing stores also began to appear in the commercial streets (walking streets) of various cities.

The earliest stores were mainly selling some famous international brands, such as dreamy, Goldlion, golden shield, etc.

The third stage: after 2000, it is the period when agents are deeply subdivided and pformed to retail terminals.

Since the beginning of the new century, China's garment agents have undergone tremendous changes, and have undergone fundamental changes in terms of management concepts, their own strength, product development and business models.

The operation of agents is more deeply subdivided on products, more focused on the brand of agents, and the strength of business has also been continuously enhanced. Agents selling more than 100 billion yuan a year are everywhere.

Although wholesale markets still exist, wholesale agents still account for a large proportion. However, fashion oriented products, corporatization, standardized management, brand management, and deep marketing of retail terminals have become the common understanding of clothing agents.

In the process of upgrading China's garment industry, I think it is not only the impact of national macro policies, upstream brand and consumer demand orientation, but also the role of agents and executors in the evolution of China's garment industry.

In the process of changing from "traders" to "merchants", agents in the clothing industry from upstream production to terminal retail.

The pformation of agent concept and role comes mainly from the great changes in the environment of China's garment industry, the great changes in upstream enterprises and channel structure, and the change of consumption concept. The industrial environment formed by all these great changes is affecting the survival and development space of agents. "Profit exchanging, survival of the fittest" is the principle of iron under market economy conditions, and upgrading is also the inevitable direction for agents to develop in the future.

The clothing market that used to be China promoted the rapid development of garment agents. For example, before 2000, clothing agents could have good business in the local clothing market as long as they had a good stalls (shops or stalls).

However, with the in-depth segmentation and development of the market, although the professional market will continue to play a role in circulation for a long time, there is no doubt that the pformation of garment management to the deep retail market is a major trend of development. For example, the new terminal models such as clubhouse club are emerging. In this case, agents need to carry out deep placement, apart from setting up counters in shopping malls, and considering the extension of specialty stores to communities and commercial streets.

Because China's clothing market segmentation is very broad, and there are many kinds of clothing products, the future development of garment agents is still varied.

The contingent of agents must be strengthened gradually with the rise of China's garment industry market and commercial real estate, because the market environment and market capacity of Chinese characteristics determine the enterprise.

China's garment industry is gradually moving towards subdivision and innovation. Commercial real estate will better satisfy the market demand of this kind of subdivision to a certain extent.

In this market trend, the opportunities and challenges of agents will be the same. Some dealers will be shuffled, some dealers will be stronger, and regional agents will be more concentrated.

Whether a song can become a classic song, in addition to the composer's intention creation, needs the singer's two Creation -- singing well.

Whether a brand can be successful or not, on the one hand, it needs the management of the entrepreneur. On the other hand, it needs the effective operation of the agent.

With the brand of excellent agents, agents can make up for the shortage of enterprises.

Therefore, clothing brand will attach importance to the management and training of agents in the future.

Paying attention to the management training of agents is not simply to send business managers and provide training, but to establish a complete set of logistics, information flow, cash flow operation system, and establish the profit model of agents.

The development mode of agents basically has the following categories: first, integrated agents, spanning multiple product categories and multiple brands of carrier agents (multi product and multi brand); two, professional agents, acting only for one category of products (one product and many cards); three, dedicated agents, and only one brand product (one brand, multi product).

It is not unusual for some successful agents to operate their own brands.

From excellent clothing agents to clothing brand operators, this is not only the result of the development of garment industry, but also the performance of agents.

But the vast majority of agents still take the road of agent sales, which is the mainstream.

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The development of any brand requires systematic combination operation. A good brand and good product must have a good agent team to operate so as to truly make consumers loyal to the brand. Otherwise, a good brand is also a castle in the air. Therefore, with the strong rise of clothing brand and the agent of its channel network, it will also be strong. The development of clothing brand will largely drive the development of agents, and the outdated agents will largely restrict the upgrading of the brand.

In the current market situation, many

At present, the most important problems facing agents are two: one is internal management and business innovation, the other two is to establish profit models that meet their own needs.

The vast majority of agents are now looking for a bigger stage of development. In the process of pformation from extensive management to meticulous management, agents are required to "brand management, standardize management and operate in company".

In addition, as the market competition becomes more intense, agents are required to change their previous ideas of "sitting in business". They should take an active look at market changes and consumer demand, change their business means, and most importantly, establish a profit model that meets their own requirements.

In the agency operation of the clothing industry, many agents get the first barrel of gold. But in the face of the changing business environment, how can we get rid of the "profit margins" and "make money depressed" in the new era, facing three main problems: one is the choice of brands, the other is the canal network, and the three is the management of companies. These three levels of problems are ultimately reflected in the ability of agents to control the regional market. That is to say, in the regional market, we should act as agents of several well-known brands, how many monopolies and shopping malls terminals, how many offline customers we develop, and whether we really realize the company management. Only by controlling the regional retail market of clothing can we gain more room for the two.

The future way for agents is not to make their own products, not to represent many brands, but to control the regional clothing market. This kind of control is to truly build the brand operators in the region, which is the comprehensive embodiment of agents' positioning, brand selection, channel network control and management system.

Many brands do direct business now. I do not agree with this practice. In fact, the direct consumption of enterprises is the largest consumption of resources. I think agents should be the main mode of clothing market operation.

If the enterprise has adequate planning and standardization of the market, the direct operation of the brand will have a great impact on the sales volume of the regional market, and it will be beneficial to the agents. It will not increase the market share of the agents, but increase the sales volume of the agent business because of the brand awareness. If the market is chaotic, it will have a great impact on the agents, and the market will be greatly affected, and the agents will lose confidence in the enterprises and brands.