The Rise Of E-Commerce Has Changed The Traditional Cognition Of Brand Agency.

Now the rise of large and medium-sized electricity providers, coupled with traditional enterprises are also wading electricity providers, in the future, it is likely to say goodbye to the "agent era". In this regard, it was pointed out that the channel mode of electricity supplier change is only partial.

Traditional industries such as shoes and clothing have been leveraging new channels in recent years.

One side is tradition. Shoes and clothing enterprises The order will still be staged. On the one hand, the rise of e-commerce is going on like a brick. As a different marketing mode, the two sides will exert their business forces in their respective fields.

Traditional orders will be cold.

"More and more agents are starting to take e-commerce channels, and some even suggest that orders can be cancelled." stone lion Textile and Garment Chamber of Commerce staff Xiao Zheng told reporters that the traditional ordering of shoes and clothing brand will start to face new challenges.

Another news in the near future is more pressure for suppliers. Starting from this year, there will be a "one day ordering meeting" for some shoes and clothing orders. "One day to go back, the previous order of a week, a short period of three or four days, only one day's situation is very rare." A well-known local clothing business marketing director in Jinjiang revealed that the phenomenon of "one day tour" that had occurred at the outdoor sporting goods ordering conference has begun to spread in the clothing industry.

"This phenomenon is very normal. Our industry believes that not only the order meeting, but also the whole agency mode, may eventually withdraw from the stage of history because of the development of e-commerce." Speaking of this phenomenon, Wang Jiancong, President of Shishi Electronic Commerce Association and President of racket shoes net, all of a sudden, "frankly speaking, the agency mode is only a kind of phased path dependence based on the lack of transparency of market information in the past. Based on the rapid development of e-commerce, it is difficult for agents to form a price advantage. In the long run, they will significantly reduce profit margins and affect their market survival.

From wholesale to retail

" Electronic Commerce To some extent, the rise of brand agents has changed the traditional cognition of brand agents. Guo Wei, the industry insider, said.

It is understood that, more than 10 years ago, it is precisely because of the opening of the domestic clothing brand agency mode, with seven wolves as the representative of the Fujian Style Men's clothing, won the rapid development of channels and financial advantages. Although the fading signal of this model is becoming more and more obvious.

However, in Guo Wei's view, this is a positive challenge. "It can not be said that the agency mechanism is out of date, otherwise there will not be so many brands, and the construction of traditional channels will continue to be strengthened." On the other side of his view, seven wolves, with good channel management advantages and Seiko quality development, were selected by the CITIC Securities, Shen Guo Wan Yin and other brokerages as the first half of the year 2012.

"Early health channel construction has made steady growth in performance, and there has been no significant deterioration in inventory and accounts receivable turnover and stable operating cash flow." Citic securities rating report focuses on the "channel construction", and in fact, this is also the seven wolves to become a leading weapon in Fujian Fujian men's capital market.

However, according to the China Daily, in the first half of 2012, there were 5 net outlets of the seven wolf wolves, up to 3981. Of the 5 new outlets, only 4 of them are franchised stores. By contrast, the growth rate of Direct stores is quite obvious, up to 534 now. In this regard, the seven wolves said in the announcement, "even if the economic environment is not good, the company has no plan to reduce the pace of opening stores on a large scale".

Guo Wei disclosed that at present, sports goods and other industries gradually withdraw, and the terminal will release a better location shop. "This is a good opportunity for the domestic brand clothing represented by the seven wolves."

Analysis of the industry, from the current seven wolves to increase from wholesale to retail strategy, the proportion of regional and affiliation properly transferred to the direct battalion, is likely to become a long-term expansion strategy.

In fact, this is not the demand of a company of seven wolves. In the same period, Quanzhou's local men's wear brand was released in the same period, most of which directed the development of terminal outlets. There are many men's men's wear leaders, including the king of nine shepherd, the sill, the Li Lang and so on.

Is the agency system terminated?

Even the seven wolves who follow traditional channels do not neglect building new channels. It is reported that in order to expand the e-commerce of the clothing sector, in the first half of the year, the company organized online cooperation, innovated and strengthened thematic marketing and cross-border marketing, promoted the conversion rate of purchase, and collaborated with high-quality distributors to achieve good results.

According to statistics, 1-6 months, the company's electricity revenue grew 137.5% to 76 million yuan, the result is much higher than the same period last year. "The era of high profits for garment enterprises has passed. Now the rise of big and small businesses and traditional enterprises are also wading in the electricity supplier. In the future, it is very likely that we will say goodbye to the" agent era ". Wang Jiancong's rigorous electricity supplier mode has had to cause the traditional enterprises to ponder deeply. As a response, Guo Wei also cited another example. He told reporters that it would be too early to say goodbye to the "agent era". For example, the early development of electricity supplier in South Korea, its clothing brand was everywhere, but in the past few years, the electricity supplier accounted for only 30% of the market. After all, the traditional channel has considerable advantages.

He said: "traditional shopping channels can meet the expectations, and people feel the overall consumption demand of popular culture will be satisfied in the traditional channels, and the expansion of Direct stores, to get rid of the gap between the intermediary business is an inevitable trend. This can control the terminal control of the brand, so the channel mode of changing the electricity supplier is not necessarily a whole, but a partial one.