Clothing Brand: Development Status And Problems Of Trusteeship

In recent years, a new kind of

The mode of brand hosting is quite popular in the clothing industry. More and more "brand agent" is being replaced by "brand operation center" and "brand trust agency".

What are the advantages of brand hosting? What is the difference between an agent and an agent? What kind of brand is suitable for hosting? What impact will its involvement bring to the market?

When opening the clothing webpage or opening the newspaper of clothing type, various supply and demand information about trusteeship always appears in front of the clothing practitioner.

Indeed, as an important way of garment channel innovation and channel outsourcing, brand trust has been developing rapidly in the apparel industry in recent years. It has been called "the gospel of small and medium-sized enterprises".

The so-called "

"Refers to the management of a brand by delegated part of its managerial authority to a particular individual or institution.

Overall, brand trusteeship is divided into total trusteeship and sales trusteeship.

The whole trusteeship is that the trustee takes over the overall business of the brand, and sells the trustee as the trustee to manage the sales link only.

Unlike the dealer mode, the trustee does not receive goods directly from the manufacturer's cash, nor does he directly enter into a sales contract with the mall, but helps the manufacturer enter the store and then sign the sales management contract with the manufacturer in these stores.

In addition, clothing agents are subject to many brands. Image stores, display of goods and training of shop assistants should be consistent with brand operators.

Brand hosting is different. It has a unified trade name and a unified image. More importantly, it has its own complete operation system, and the management advantage is unmatched by agents.

The operation of brand trusteeship can not be separated from three main characters: trusteeship, brand and shopping mall.

Trusteeship and branding depend on each other and achieve win-win results. The premise of achieving a win-win situation is that the trustee relies on their rich resources to help brands enter their favorite shopping malls.

Trusteeship and

How to make a two-way choice? What benefits do they bring to them? What are the risks? What do the stores think about the cooperation of the trusteeship? With these problems, they come to Beijing manteng Brand Management Co., Ltd.

Dialogue Hosting: timely communication with brands

Just past 10 in the evening, Wang Jieming received a message from his four brands on the day's sales.

Second morning, the first thing he opened the computer was to see the sales situation of the day before. If he found the problem, he would communicate with the sales director and solve it in time.

In the afternoon, he listened to the actual report of the development department, and promptly grasps the latest situation of the investigation.

In addition, he has to dock with the headquarters of the managed brand, reflecting financial, logistics and other aspects.

This is the day's work of Wang Jieming, general manager of Beijing manteng Brand Management Co., Ltd., the representative of the trustee.

Wang Jieming and his team have hosted four brands.

Pacific bird clothing,

As well as Qu costumes, the hosting area is all in Beijing.

Because of Wang Jieming's special experience, 20 years of media work experience has accumulated a lot of resources for him, and he has also developed the idea of brand hosting.

"Just beginning to do media work, and slowly contact with enterprises after learning to promote the brand planning and promotion, looking for new business channels, these experiences remind me of brand hosting."

Wang Jieming said with a smile, "moreover, I have a special feeling for clothes, and I would like to share my experience in the clothing industry with the trusteeship companies to help them further improve."

Brand trust mainly occurs in the first tier cities, and most of the companies that are suitable for hosting are small and medium-sized enterprises.

Wang Jieming told reporters that some big companies also need to be trusteeship.

"A large company has many brands, and its headquarters can not attend to the operation of so many brands. At this point, they only need to focus on upstream, including procurement, R & D, production, design, etc., and downstream can be sent to hosting companies."

The reason why brand trusteeship is so popular is obvious.

First of all, professional matters should be given to professionals.

The essential foundation of a trusteeship company is strong management capability, which is reflected in the operation system of the trusteeship company itself.

Furthermore, trusteeship can help manufacturers reduce management costs.

"Brand hosting is more about serving.

These enterprises are difficult to find suitable in some big cities.

Nor can they build their own branches in big cities. At the same time, they have a strong desire to expand their market in big cities, and brand hosting companies can meet their demands.

Wang Jieming analyzed it.

Trusteeship relies on branding, and the two support each other and depend on each other, but they inevitably create contradictions in the process of cooperation.

Wang Jieming believes that the root of the contradiction lies in products.

If the product is updated slowly, it will affect the sales performance of the whole month.

Besides, when the scheme of the trustee and the brand is in conflict, the contradiction will arise. How should the two sides solve the problem?

"Trusteeship requires the common trust of both brands and trusteeship. When there is a contradiction, the two sides should communicate in time and analyze the problem from an objective angle, that is," the market has the final say ".

Of course, we also have to respect the brand business, and we should report the activities ahead of time.

This is how we understand each other and achieve win-win results.

Wang Jieming said.

At present, most of the clothing brand hosting companies in the market have evolved from wholesale agents, and some have been pformed from floor managers of dealers and shopping malls.

In response to this situation, Wang Jieming expressed concern.

In his view, these "pformation" trusteeship lack of management experience, too simple to estimate the situation, but blindly pursue the number of trusteeship and channel resources, the demand for follow-up services is very low.

To solve this problem, we need to standardize the market of brand trusteeship and strengthen training management.

Dialogue brand: trustee should have different opinions.

What can brand managers bring to branding? How should a brand manager choose a good hosting company? In her view, before the appearance of brand hosting mode, she is taking a lack of understanding of the environment in different regions.

Under the premise of each area, the theme location will be different.

However, the appearance of trusteeship can ensure the unity of terminal image and better control of product style.

In addition, the pace of development has accelerated.

"The trustee gives us a better opportunity to expand. Under the premise of strict custody, selection, team and business capabilities, we will not give any financial pressure to the trustee. The trustee needs only good team management.

Through cooperation with Wang Jieming, we have also achieved the speed of our GB development, so finding a good co operative trustee is very important.

Ceng Xiaocong said.

What are the criteria for good trusteeship?

The most important.

This premise is that the trustee has some experience, resources and complete team in the terminal market, so that they can quickly make accurate judgments based on past experience and put forward improvement methods.

I would also like to cooperate with the trustee who put forward different opinions. "

In short, when looking for brand trusteeship, brand managers need to see whether there are regional advantages of brand hosting institutions, including business channels, management, human resources, financial management, publicity and planning, training, post service, etc.

At the same time, the brand operators integrate their sales channels through the trusteeship agencies to make pre market development and post maintenance work for the products.

In fact, only when we have a comprehensive understanding of the area and the training management of our team can we ensure the precise placement of each store.

"At present, we have opened 6 stores in Beijing, and Wang Jieming and his team are very attentive and will soon be open to 15."

Ceng Xiaocong showed great confidence and enthusiasm for the cooperation between GB and trusteeship companies.