International Brand Agency Integration Operation Ideas

Mr. Shi Yingji of Gate International Limited by Share Ltd believes that brand agents and brand holders are interest groups.

In order to make the agent brand operate successfully, we must rely on the localization of agents as the core, that is to say, we should form a local interest community with agents as the core.

To this end, he is trying to establish "brand strategy alliance".

In 1997, gate gained the Chinese regional representation of Spain's National Cowboy brand Lois, and as early as 1993, they introduced the UK's first selling Cowboy brand Lee Cooper to China.

After considering the operation mode of Lee Cooper widely developing marketing counters, gate has paid more attention to the two aspects of brand promotion in Lois: first, seeking the recognition of brand culture.

They combined the struggle of bullfight marked by the bull logo with the spirit of buffalo's hard work, expressing the healthy and progressive outlook on life, which is bold and forward, dedicated to the end of death, and vigorously promoted on every product and every promotional activity.

The two is to gradually integrate China's local characteristics in design and production.

They continuously develop two level agents in various provinces and cities in China, and constantly adjust their product composition according to the prevailing specifications, colors and sizes. Combined with the popular styles of Lois and the popular styles developed according to local characteristics, this brand has greatly expanded the adaptability of the brand.

On the basis of summing up the successful experience of Lois localization operation, gate proposed to establish a more complete localization operation mode of "brand strategy alliance": first, authorized agents in various regions, according to the differences of humanities, geography, climate and consumer demand, and according to the inherent international image of the brand, carries out the two degree design to create suitable local popular products, while the basic product of crystal brand is the national unified basic fund controlled by the general agent, so as to guarantee the basic image of the brand.

The two is the national professional manufacturer who authorizes all related products (such as underwear, children's clothing, shoes, socks, bags, leather articles, etc.) in the production of products, and designs, develops and produces products according to the requirements of the international brand quality. At the same time, the authorized manufacturers can also apply for the agents at the same time.

Mr. Shi believes that China does not lack excellent processing enterprises, and the Chinese market is characterized by East, West, South and North. Therefore, the joint operation of these excellent processing enterprises and the two tier agents in various regions of China will be the best strategy for localization operation.

The formation of this strategic alliance requires not only the effective management and control of agents, but also the members of the alliance abide by the principles of business, and have a conceptual agreement with the agents in the maintenance of brand image.

Such alliances can ultimately form a community of interests with agents and brands as the core.

Sharing the risk sharing system is actually a combination of brand strategy alliances and a group that uses international brands and takes risks together.

For individuals, it can achieve the goal of maximization of output with minimum input.

For example, sharing top-level design fees and advertising investment, and easily get first-hand international popular information; enjoy international brand perfect marketing management experience, directly integrate into the international brand system; push their products to the world, enter the international market and so on.

While reducing cost investment, the risk is also the lowest for every individual.

In this way, the whole alliance and individuals can achieve the goal of "the best interests"; through the management of Inter Organizational interaction and the encouragement of individuals, the "alliance brand" image can be established and maintained so as to achieve the goal of "the longest interest".

Brand strategy alliance will establish multiple and multiple single product marketing network, each brand has its own style. These brands can include products of clothing, food, shelter, entertainment and other industries, and appear in different images.

For an alliance individual to concentrate solely on a single product, it must make its products excellent and professional. This shared brand will become a gold medal sign of all professionals and form a virtuous circle.

This gold medal signboard, a powerful player, will exert great economic benefits on the individual, and attract more powerful players to create larger economic scale. The move itself has a huge advertising effect.

To help expand the upstream space to choose the upstream space of agents in the global brand resources is the fashion brands that are popular in the global fashion stage, especially the international brands with good market momentum.

At present, Gate International has Lois, PESONALITY, BLOODTYPE, FISH&CAT and other international brands including many brands to choose from.

In the course of its growth, every international brand must have formed an effective operation system and management mode, and set up a unique brand image.

In the process of market development, these brands choose different places agents to invest in brands.

On this basis, the operation capacity of agents is often the key points of international brand authorization.

It is based on a deep understanding of the relationship between agents and international brands. Mr. Shi Yingji put forward that: to become a trusted partner of these international brands, agents need to first understand the brand culture and brand characteristics, and familiarise themselves with the operation modes of multiple brands and competitive brands. Apart from this International Perspective, agents should be familiar with the consumer culture and the market environment of the operation of the selected agents, and develop the market with appropriate market strategies. The most important point is that the agents should have the identity of the brand value system with the brand holders, and protect and expand the value of the brand in the operation of agents.

The implementation of brand strategy alliance will not only greatly enhance the localization operation level of agents, but also make it possible for an agent to form multiple international brands at the same time.

Expand its space to choose and operate in the global brand resources.

The breakthrough of brand resource sharing agency mode is also the breakthrough of thinking mode. When it comes to the current market situation, it seems that everyone can blurt out: globalization and internationalization.

In such a situation, agents need more brains to open up their minds and try more effective operation modes.

Mr. Shi Yingji thinks that the greatest reward is the smallest investment, which is the goal that every agent and manufacturer want to pursue.

Modern business needs more cooperative combat capability.

The brand strategy alliance is one of the ways that the agents with international brand agency resources combine local manufacturers and sub agents to fully implement brand resources sharing and participate in international competition.

"Look at the world and build on this."

(Think global, Act Local.) can learn a good management body and reasonable operation mode to international brands, and get more complete experience from design, manufacturing, production, marketing and promotion.

With this experience and more domestic agents and manufacturers participating in the international market competition, we will quickly upgrade the management level of some agents and manufacturers, and make the alliance system complement each other and strive for more profit margins.