The Third Step To Make Your Clothing Brand Famous: Master The Three Keys Of Clothing Brand Agency

Today, when channels are king, brand agents are always Clothing industry Plays an important role in. However, no one can say how many brands there are now, nor can anyone say how many clothing stores on the street have been opened and closed; Some people get rich by acting as brand clothes, while others lose their money. So, for clothing dealers, what is the key to successfully represent brand clothing?

　 Looking for brands of interest

Choose a good one Clothing brand , half the success. However, at present, dealers are overwhelmed by a variety of clothing brands in the market, and it is not easy to select one that has potential and suits them. Therefore, agents should conduct comprehensive analysis in many aspects when choosing clothing brands.

The first is the market trend analysis. clothing There are many plates in itself, which have different development trends in different periods. For example, the current domestic market, due to the arrival of the Beijing Olympic Games, fashion sports clothing is a major trend; For another example, children's clothing is also a potential plate at present. Dealers must be aware of these major trends when selecting brands. Although they do not necessarily select brands according to the trend, they can have a holistic understanding of the trend when selecting brands.

The second is the analysis of its own market positioning. There are great regional differences between the north and the south of China, and the consumption levels and habits of different regions are also very different, which has caused the differences in the markets of different regions. Different brands have different markets, and high-end brands are not suitable for all markets. For example, in some underdeveloped second and third tier markets, it is not appropriate to introduce high-end brands, especially high-end international brands, but it is more suitable to introduce some mass brands. When selecting brands, dealers should fully consider the characteristics of the local market, do a good job of investigation and analysis in advance, understand the income level, consumption habits and market brand distribution rate of local consumer groups, so as to determine the general orientation of brand selection.

Then it is self analysis. Self analysis includes the analysis of available funds, which determine the positioning of brand selection and the market scope (such as provincial and municipal representatives); Brand operation capability analysis: if the brand has not been operated before, dealers should be cautious in selecting brands, and it is better to select enterprises with strong brand operation capability, so that they can provide greater support in brand operation; Team analysis: For dealers who are big regional agents (such as provincial level agents), they must have their own team. It is impossible for one person to operate the brand. "This also determines your network construction. The network does not mean how many people buy goods from you, but how many distributors have long-term and stable cooperation with you." When dealers choose brands, Consider whether you have such a network, and mature brands also value this when choosing agents.

After the above analysis, dealers can determine a major orientation when choosing brands, and then contact brands. At present, there are many channels to contact brands, such as participating in various clothing exhibitions, referring to professional media, such as newspapers, magazines, networks, television, etc. At the same time, dealers can also establish contact with brands through industry organizations, professional information companies and other channels.

　 Evaluate intended brands

Through various channels, if we find a more appropriate brand of interest, we need to evaluate the brand of interest, which is the key link to decide whether to choose the brand. This link mainly includes the evaluation of the following aspects.

The source and popularity of the brand, including whether the brand has just been registered, whether it is registered at home or abroad, and whether the domestic brand has entered the domestic market after being registered abroad; At the same time, it is necessary to know the brand's popularity in the country, especially in its own market. If it is a foreign brand, it is necessary to know the brand's popularity in its own market, which brands are.

Investigation on the scale of the company. In this link, many people think that the inspection of the company's size is the inspection of the company's registered capital, number of employees, office conditions and other hard conditions. In fact, these are secondary. The key point is to see how much the company invests in the brand you choose. That is, the attention to the company's size should extend to the level of capital investment, If the enterprise itself does not invest a certain amount of money, but only depends on the investment of agents, it is not the company that is building a brand, but the dealers that are building a brand. Choosing such a brand is very risky; At the same time, when agents visit enterprises, they are often attracted by their products at order fairs and exhibitions. In fact, this does not fully represent the strength of the enterprise. Any enterprise can find a good product. Therefore, when choosing a brand, dealers should explore the deep strength of the brand through these factors, such as its R&D strength, production mode Network channels, marketing strategies, etc.

In addition to the above links, dealers need to pay attention to many small links when evaluating Italian brands, such as whether the brand has a relatively complete long-term plan and whether there are corresponding sales policies in different periods; If it is a new brand, how long does it take for it to be launched into the market? Generally speaking, the process of a mature brand should not be less than 9 months; Carefully understand the brand's sales policy and joining conditions. Many dealers only pay attention to the brand's sales policy but ignore the brand's joining conditions.

　　 Brand management planning

For a franchisee who initially acts as a brand agent, when he first becomes a brand agent, he must be full of honor and excitement. However, if he does not seriously think about how to do a good job as a brand agent, he will often care about one thing and lose another in the future business process, and will be overwhelmed. Even because he does not estimate some difficulties, he will soon have a sense of frustration, I have great doubts about my ability and luck.

Therefore, if you want to achieve a win-win result that the manufacturer is satisfied with, you are satisfied with, and your offline dealers are also satisfied with, you need to make a comprehensive plan for your market operation after you get a brand.

As an old saying goes, "Advance is the foundation, and unprepared is the abandonment". Only through comprehensive and careful planning can a brand agent accomplish its mission step by step. If an agent wants to successfully operate a brand, it should have its own business plan. We should make a complete plan for our career and set the long-term goal of doing a good job as a brand agent.

From the growth process of an agent, it can be divided into product agents, brand agents, brand trustors of a brand from primary to advanced, and finally become the brand manager of the brand in the local regional market. Each general agent starts from selling products, gradually becomes the local manager of the brand, and finally completes the task of brand communication and reputation maintenance in the local market. For a brand agent, career planning can avoid frustration and loss when encountering problems, and can also avoid complacency when having a little success. Generally speaking, to eventually become a brand "brand manager" is to connect brand building and career planning, and to build the brand as a career, Instead of regarding brand building as a simple business cooperation.

To do a good job as a brand agent, two plans should be made: one is the sales target plan, and the other is the network development plan. Generally, when an enterprise signs a general agent contract with a regional market, it will issue an annual sales target to the general agent according to the local market. Then the agent should learn to break down the target plan and clarify the plan for completing its sales; The promotion of sales volume is inseparable from the expansion of sales network, so it is necessary to carefully investigate and analyze the whole market of the region you are acting for. Which markets you need to enter first, which markets you need to enter second, and which markets can be considered later. Generally, a new brand is not suitable for spreading in one market. Instead, it should first enter the market that is "easy to develop and quick to yield" according to the development characteristics of the whole market area.