Look At "Bai Li Ting" To Analyze The Strong Profit Path Of Underwear Agents

Over the past two years, the competition in the underwear industry has become increasingly fierce. The format of agents in various regional markets has changed one year, and some have fallen down. All of them are rising stars, and those who fall down are mostly old elders who have been running underwear for more than 10 years. The biggest source of this is not capital and strength, but a marketing management mentality and operational strategy that correspond to practice. They are the direct and decisive agents in the tide of competition.

Many rising stars were once Underwear The industry manager has a rich experience in marketing and management. Although the financial strength is thin, they take a blind eye and become a brand. In the past one or two years, the single brand has been the top one in the region. Their success is to be specialized and precise. To be a specialist is to focus on making a brand. And those agents who support or fall down are not without talent or money. They all share a common feature: when they start a brand, they want to expand their planning, add the number of brands, add brands, and get rid of capital, and they can not keep up with the management. The service is not in place. Over the past year, several brands have not done well. The manufacturers have come to trouble. You have not fulfilled your obligations, and are sorry to replace them. The collection of hard work has been handed over to others for years, and the basket is empty at both ends. This example is too extensive.

So, as an agent, how can we go to a strong road?

At first, agents should adjust their mentality, and most of the agents' operation concept is relatively backward: mentality is brand, manufacturer is good, I do it well, manufacturers can recycle them, so I need to find a few brands as soon as possible, and give me a way to stay. Two, the brand is ready, this is my place, and your manufacturers dare not take me as it is. I can make wild demands on the manufacturers and support them. Mentality three, unrealistic planning strategy, make a brand this year, make a brand, make three brands in the next year, and strive to go to the regional industry for three years.

These mindset and thinking have not adapted to market development. At present, it is the era of strong combination of manufacturers, and the life and development of a brand can not be separated from anyone. The brand is everyone's mind. With this mentality, cooperation is a good initial step for the follow-up market operation.

Agents must rely on the strong strength and capital of manufacturers, which is the basis for agents to develop. Therefore, it is particularly important for agents to be strong and big, and to choose and cooperate with manufacturers. This requires agents to have long strategic vision and planning, never look at the short-term benefits in front of them, otherwise they will lose themselves in the end.

There are many cases for broking and studying by agents.

Case one:

A second line in previous years brand In a province, it has been the first in the country and sold for five million in a year. The agent thinks that I am the first one, and your manufacturer will listen to me. The terminal collection is mine. I want to know how to make some policies and plans for the manufacturers. In the end, the factory sent business people to inquire, the agents ignored, and the salesmen of the factory were in a hurry. The agent immediately called the factory to the factory, and the boss replied, "according to the salesperson". In the end, the agent was too late to wake up, and years of hard work and investment were ruined.

Case two:

A second-line brand, a large number of agents have quietly followed the manufacturer for many years, and some agents even from the factory to the present, the cooperation is unyielding, together through the hardships of the past, and now is extremely great, this batch of agents in all regions have done the leading old. The Hubei agent of the brand has done several parts in Hunan and Jiangxi, and has received tens of thousands of money. Their success is the result of strong combination. {page_break}

Case three:

A second-line brand in the South China Sea has ranked the top three in the industry from 04 to 07 years, and has embarked on the road of rapid development. In 2004, it increased by 80%, increased by 70% in 2005, increased 60% in 2006, increased 55% in 2007, and increased 734.4% in four years. Their success lies in the establishment of a long distance strategy and partnership among manufacturers, which is also the result of strong combination of manufacturers. The manufacturer is the first in the industry in terms of the investment of agents: each district is stationed in co generation personnel for a long time to assist agents to carry out marketing and maintenance tasks; the annual terminal training is directly promoted to the terminal to promote its sales ability; the support of advertising materials and image props is responsible for the pressure of agents. Many agents are just starting up as a retailer, with little strength and no market collection basis. With the help and support of the manufacturers, they have been doing the first few industries in their respective regions through several years of enthusiasm.

Case four:

some Agent A few years ago, in some prefecture level city, the retail industry was small, and there was no market collection. At the beginning of the collaboration with a second tier brand in the South China Sea, the factory dispatched manpower and material resources to support the city from the prefecture level city to the provincial capital. In just two years, the single brand leader in the region has been old. Some famous brands of the same kind come to us automatically. He felt that the time to make big money came, some low capital, high profit low-end brand made two hearts, immediately added this brand, in order to carry out. Such an idea is right, but without long-term planning, it is too blind. The beginning factory takes the position of him, guides him, hoped that he first makes a brand, and so on the supplementary capital expansion has carried out again. Acting agent did not listen, but thought that this is the manufacturer's suppression of him, limiting his development. In the end, because of the control of capital slack, supporting services did not keep up. In less than half a year, the sales volume of the original brand was slack, and the new brand performance was unsafe. The two brands were abandoned by the manufacturers according to the contract requirements, and worked hard for a few years.

Just imagine, agents do not carry out long-term planning, but blindly seek to carry out, and expand their planning without effort, which is such a horrible thing. Eventually, the factories and businesses will die together, and the big losers are still agents.

Back to this case, the agent only took the position of the agent just now, and its brand started in the area, and did not have the precondition to add brand and expand the planning. The next task was to concentrate on the spirit of specialization and refinement. On the basis of the existing collection, we should increase the intensity of service training, improve the sales of single stores, and keep its vitality. We also need to win the fittest, cut down some bad collections, and help some good collections, so we can not draw the spirit and capital to expand the brand.

The above cases are representative, and I believe that agents can find their shadows in these cases. They are more or less experienced, but they must not be seated.

In addition, as a second line Bras The main agents, when expanding the planning and making brand group, should never find some brand combinations of the same type. Throughout the underwear market, most of them also do several agents of the same brand. Few of their brands do not do much in the region. If the number of brand annual sales is increased, it is better to concentrate on making a brand sales volume. For example, the sales volume of a second-line brand in the South China Sea in Sichuan, Hubei and Zhejiang is eight hundred to about ten million, which is the result of agents doing the best.

The market is unstable, and the future market will be broken down in the channel, and the single brand area will be broken. The era of agent shuffling has begun.

Agents should recognize themselves, live within their means, plan well, and the market will never finish. They must not want anything, they want to do anything, and nothing is done. To be specialized, to be smart, to become bigger and stronger, and to go strong.