Famous Brand Agents: Days Tied Up With Famous Brands

To be a famous brand agent, to accompany famous brand every day, and to start a business on the shoulders of famous brand, is the ideal shortcut for many people. So how can we get the chance to get this opportunity? What kind of talent does a famous brand agent need? Is their life really as beautiful as it imagined? For this reason, our author walks into two brand agents and listens to their entrepreneurial experience, which may give some reference to people with such dreams.

Trivial work needs persistence.

Afternoon. First floor of Yintai, Hangzhou Women's Shoes Special counter.

In the wide and clear hall, many people were wandering. Far away, a woman came in, a white shirt, a light grey vest, and a pair of trousers. Her hair was bundled freely behind her head, and my intuition told me that this is the person I want to interview. Sure enough, the eyes of the shopping guide gave her the answer: she was Liao Jianyu, the "Lies Dan" franchisee in Hangzhou area, the protagonist of this article.

The chat with Liao Jianyu was launched in the aroma of Starbucks coffee. She does not seem to be a person who likes to talk about herself. Some of the plots that were originally able to tell stories have been lightly skipped. From beginning to end, there was a smile on her face, a kind of smile which was very cordial but could not be approached. At the end of the interview, I found that such a smile was like Liao Jianyu herself.

One hour makes the high level nod.

Eight years ago, Liao Jianyu was a member of a foreign trade company in Guangzhou. One day, she learned from her friends that "she is" to hire a franchisee. "I think you are right," my friend urged her. "Why not try?" So Liao Jianyu appeared on the interview list of dozens of people.

With only six years' experience in foreign trade and her love for the retail industry, Liao Jianyu went to the interview. On the stage, there was a row of smiling people who could not guess their minds. They had an interview with her for an hour. A few days later, she received a notice. It was unbelievable that she got the "red ball" thrown by her "Lei Si Dan".

"At that time, I just wanted to try, but I didn't think so much." Liao Jianyu spoke softly, without a hint of showing off. But I suddenly realized that the woman in the front had a steady temperament, and some kind of insistence in softness. Perhaps this made her stand out from dozens of interviewees and moved the top managers of the "Lai Shi Dan".

Then, Liao Jianyu patchwork hundreds of thousands of yuan, leaving the Guangzhou where he lives, and he comes to the west lake alone.

Start with your own glass cleaning.

After Liao Jianyu came to Hangzhou, the staff took her to see the exclusive shop on Dongpo road. It was the first franchising shop in the city except the direct store. Because of the disagreement with the headquarters, the former dealer only did two months. After watching this rather awkward booth, Liao Jianyu decided to take over.

Liao Jianyu came to the store's dozen employees and talked to them: "I can't do anything, but I want to work hard to do it well." She said so frankly that the last 9 stayed.

At the very beginning, everything was done by oneself, staying in the store for a long time, sorting goods, making samples, making accounts and labeling. A month after dealing with all the trifles, good news came: the first month made a profit of several thousand yuan. {page_break}

It might be exciting to be someone else, but Liao Jianyu continued to wipe her glass like nothing. Later, the good news came one after another: in the first year, Dongpo went on a healthy track, took over the original Lies Dan shop, and opened the counters of Yintai, Lixing and tibai. In fifth years, Liao Jianyu became one of the largest franchisees in Lies Dan. In sixth, she opened Lies Dan to Suzhou and Wuxi.

Trivial business

Liao Jianyu said, "retail sales are very trivial." At first, I didn't understand that a woman always had some twists and turns in the eight year old business story, but when she knew that the annual sales promotion day such as December 31st, Liao Jianyu would rush to the scene and work with the staff to close the shop. Then, when everyone was tired to go back to bed, she would take all the stores' data home, and when she was alone, she completed all the reports that should have been made by the staff. I suddenly realized what she meant by "trivial". Maybe success sometimes did not need to be shocked.

At the end of the interview, I told Liao Jianyu how I felt: "you should be a rational person." She laughed and said, "I wish I were." This answer gives people a daydream: concentrate, be firm and meticulous in doing something, perhaps the secret of Liao Jianyu's success is here. As long as she asks her which style sells well in Hangzhou recently, she will report the number of women without thinking. Her job is not just for making money, but "work is just a part of life." She once said so, but I believe that Lies Dan is the whole of her when she works.

There will never be anything to enjoy.

A sunny afternoon, in a coffee bar to see Kong Chen - General Manager of Wenzhou Zegna. Off-white Leisure suit The elegant trousers are all on the top of the Zegna. The crisp hairline, the refreshing face, but not the publicity, conveys the breath of fashion. Compared with other bosses in Wenzhou, he seems to be a little shrewd, but he smells of yup. All the stores in Zhejiang are directly opened by the head office in the city of Zhejiang. So Kong Chen joked that he was only a "senior wage earner". It is precisely this so-called "senior wage earner" who brings Wenzhou's unfamiliar international brand Zegna into the vision of Wenzhou people.

Because I was admitted candidly.

Before entering Zegna, Kong Chen lived in Europe for five years. During the period, every European international brand discount, he always asked a group of friends to go to Taobao. BOSS, PRADA, DUNHILL... Many famous brands can get their bags at very favorable prices. Slowly, Kong Chen had a strong interest in famous brands, and began to pay attention to all kinds of information about naming products.

In 1998, the strong purchasing power of Wenzhou people came to light. Zegna saw potential business opportunities, then settled in Wenzhou, opened the first store in the most famous international shopping malls, and openly recruited management staff to the public. That year Kong Chen Gang returned home from Europe and was planning to find a job to earn a living. After listening to his friend's advice, he tried to apply. At that time, only two people entered the final interview, one is the master of economics and management, one is Kong Chen. Competitors are better than Kong Chen in terms of academic qualifications or other external conditions. "At that time, the boss interviewed himself. He only asked me two questions, one asked me if I knew Zegna, I didn't know much about it, and he asked me if Zegna could sell in Wenzhou. I said it was too expensive to sell. I don't know whether Kong Chen's frankness or other reasons led Zegna to finally choose Kong Chen. Kong Chen will be sent to work third days after the interview.

Learn from scratch

Despite all the competitors, Kong Chen did not feel relieved. As a well-known brand, Zegna has won the advertising with its quality, and the advertising volume is very limited. Is this right? clothing Kong Chen, a management experience, is no doubt a serious challenge. How to popularize a brand that Wenzhou people are not familiar with in a short time has become his biggest difficulty. {page_break}

When it comes to the early stage of the business, Kong Chen is in deep memory. Zegna head office is very optimistic about the market in Wenzhou and has caused tremendous pressure on Kong Chen. The company sent special training personnel to Wenzhou to give Kong Chen 7 days of training. The material, product style, historical evolution and business strategy of Zegna are explained in detail. At that time, when the world cup was in full swing, Kong Chen took part in training during the day and watched the ball with the training Commissioner in the evening. It was only for a week that people lost a great circle. However, he knows all about the knowledge of Zegna.

Moving customers with details

Compared with DUNHILL, BOSS and other brands, Zegna's popularity in Wenzhou is very low. Kong Chen pondered on improving the added value of products with good after-sales service, and seized the golden key to open the market by using the geographical advantages of international shopping malls. The international shopping mall is the top brand distribution center in Wenzhou, and has a strong source of steady purchasing power. Kong Chen grasped every opportunity to contact with customers and introduced Zegna products to customers in a patient and patient manner. Perseverance and dedication finally brought a loyal supporter to Zegna. There is an old customer who visits Kong Chen's shop every year and buys every shopping. Speaking of this loyal supporter of Zegna, Kong Chen showed a proud look.

The boss of an enterprise in Wenzhou is tall, and buying clothes is a headache. After that, Kong Chen himself introduced himself and persuaded him to make a product of Zegna. After several exchanges, the boss was moved by Kong Chen's dedication and tried to make a Zegna suit. Kong Chen measured the size carefully and recorded the customer's requirements in detail. Sincere service has once again won the customers' attention for Zegna.

Many people think that a good brand can enjoy their lives. Kong Chen does not think so. Nowadays, there are more and more international brands for people to choose from. Therefore, the quality and added value of products can be continuously improved to maintain competitiveness. He said that clothing must be targeted, according to the local market to choose the brand of agents, blindly think that as long as the international brand has a market is the most dangerous behavior.

The quality of acting as an international brand

international famous brand It is a strong backing, but this backing is not entirely equal to success. The sky will not lose its cake. By acting as an international brand, it will not get rich overnight. Maybe it will make you closer to success, but the last step will have to be crossed by yourself. We interviewed some brand agents and department managers of the shopping malls. Their summing up experience may be useful for you. Selectively acting on international brands: all brands have their specific audience market, not just brand names that meet the needs of local audiences. Therefore, it is necessary to conduct a market survey before conducting the agency and carry out sufficient argumentation. A comprehensive understanding of brand: after acting as an international brand, we should fully understand the brand's product style, characteristics, historical evolution, and have a comprehensive understanding of the operation of the brand owned enterprises. A famous international brand always follows a concept and way from product production to sales, and even the decoration of franchised stores is globally unified. Fully understand the relevant information, make full preparations, increase bargaining chips and increase the possibility of success when negotiating agency negotiations. Being able to stand: after gaining the agency right, it takes time to defend. For people, even internationally famous brands, there is a need to have a process of understanding and acceptance. Agents need to spend their time doing business and waiting. It is undesirable and unrealistic to hope that the "rich overnight" mentality can be achieved through acting brand names.

Dedication and patience: any industry, dedication is the first, especially in the retail industry, to do something seriously and responsibly is a prerequisite for success. Retail industry is a trivial industry consisting of details. It needs to do things repeatedly and carefully, so enough patience is essential.

Good interpersonal relationship: retailers need to deal with people from all walks of life. Therefore, people want to be successful in dealing with interpersonal relationships.

Sensitivity to fashion: if you want to do a good job in a fashionable international brand, agents should have a good sense of fashion.