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How Can China'S Clothing Agents Open The Market?

2012/4/23 19:23:00 12

Clothing Agents Clothing Market Clothing Agents

Nowadays, the clothing enterprises in the country are developing rapidly, and the number of new clothing brands is numerous. The resources of clothing terminal stores are limited, so they become precious resources that everyone is competing for.

This has provided the garment agents with more room for development. On the other hand, it has raised a series of questions for them and Brand Company: is the larger the agent area for a company is, the bigger the better it is? The more agents the franchisees are, the better the number of agents is, can it provide a broader channel for the head office?

Scale and single store performance need attention

Many general agents think that the more shops they have, the better they will be. However, looking at many world-class top brands, their turnover and profits are very high, but these sales volume is not accumulated by a large number of shops.

For example, the world's top luxury brand LV has only a few dozen stores in China, and there are only 60 stores outside China, and ZARA is called Europe's first.

Clothing brand

But she has only more than 200 stores in the world.

But we in turn look at the single store profits of these brands, LV foreign market per single store performance is more than 100 million dollars, ZARA China's first store opened the first day turnover of up to 800 thousand yuan...

Many agents believe that these are international brands and are not comparable to their own brand.

Let's take a look at the domestic clothing brand. A cowboy leisure brand in Hangzhou as early as three years ago, the whole brand has less than 100 stores, but the turnover of the company has already been over 100 million. There are only more than 300 stores in a certain brand of women's clothing, but the turnover of the company is four or five billion.

It can be seen that

Agent

While developing the market, we must be sure of the quality of the single store.

Of course, when brand agents just started developing the market, they hoped it would be understandable to increase their turnover through the number of shops.

But when the market is fully able to bear the operating costs of the company, it should be appropriate to shop "thin".

This is due to the early development of shops after a period of development, has begun to appear the state of good and bad, some small area, poor image, management level is not in place, although the shop will bring a certain amount of turnover, but no matter whether the image of the brand regional market, or brand image and new franchisee confidence has a great impact.

Through screening shops, until the rest are all high-quality "healthy" shops, and then steadily spread.

In addition, usually agents want companies to give their own districts bigger and better, which is not necessarily the case.

At present, China has some parts.

clothing

The brand has implemented the market centralization strategy, concentrating strength, concentrating operation cost, concentrating management energy to do regional market, making the market stronger and stronger, enhancing the brand's strong influence in the market, and spreading the market strategy to the surrounding market.

Great achievements and market reactions have been achieved.

There should be rules to fill the market gap.

Now many general agents have started to go out of their homes and take the initiative to open up the market.

But it's not enough to be enthusiastic, but also to have an adequate understanding of the market that you want to develop: how many municipal levels are there in your province? How many counties and cities? How many counties? How many counties are there? What is the number of effective markets in these areas?

Planning different types of markets and formulating market strategies.

For example, we should select some key cities in the region and develop a number of stores on special scale by special franchising. As a support point for the whole market of the province, we will take advantage of these successful stores to develop chain stores.

Only by mastering the terminal sales network can we truly grasp the market and remain invincible in the fierce market competition in the future.

Terminal is the place to achieve actual sales volume.

Terminal construction, from development to management to the formation of a fixed network, requires a lot of investment and a long time. In the process, the economic efficiency may not be good, but this is a kind of investment to enhance the core competitiveness, and it is an inevitable process.

Agents are not going to be eliminated by their peers in the market tomorrow. Their terminal network marketing is the only way to go.