The International Clothing Agency Is Forced To Go Out.

Recently, in the United States, it is known as "President royal clothing". Booker brothers Switzerland's famous brand history respected minister, Italy famous cowboy clothing Replay, in less than a month's time, or to reduce the business point, or simply withdraw from the Ji'nan shopping mall. There are many reasons for the withdrawal, but their common feature is that they have adopted the mode of agency operation.

In the past two years, major international and second tier companies Clothing brand Ji'nan has also been rushing to the market. In particular, several shopping centers in Ji'nan brought hundreds of brand-new well-known brands to the citizens of Quancheng city. But not big brands can be accepted by the market. After market tests, some brands that are not convinced by the market are finally eliminated by the market.

"Those who do not adapt to the market are mainly those three line brands or brands that are settled through agents." Zhang Lianying, general manager of harmony Plaza, told the author: "they do not know their own brand culture and local culture combined with management can not keep up with, do not know how to sell themselves, and ultimately forced out."

According to one industry insider, Shi Zunchen, who had just withdrawn from Wanda Department store, was originally responsible for the operation of the agent. agent The right will soon be resumed by headquarters and replaced by direct battalion. In recent years, many international brands such as Montagut, Burberry, MontBlanc, Armani and so on have been breaking up with agents, and have started the brand direct operation. Agents pay more attention to short-term interests, and often do not do enough in brand maintenance. In order to save the cost, the agent will not put more cost on the brand image maintenance and publicity, so the brand image control and related after-sales service can sometimes be discounted. In addition, in the process of marketing such as publicity and promotion, low communication efficiency, insufficient promotion funds and single marketing mode are the main reasons why agents can hardly adapt to the market.

According to a person in charge of Hang Lung, the common factor of brand elimination is the lack of adaptability to Ji'nan's consumer market and shopping location. The direct brand is often more professional in this area, and most of the agency brands only copy foreign experience and mode.

Hermes has adopted direct camp mode. Chen Keshi, general manager of China, told the author: "every place has its own unique culture. This kind of culture will also be reflected in consumption habits. Our decoration and furnishings in every shop in China are designed according to the local cultural characteristics and consumption habits. Only in this way will we better adapt to the local consumer market.

It is understood that the harmonious square has been eliminated by more than 20% brands, and Hang Lung Plaza has also optimized seventy or eighty brands that are difficult to adapt to the market. Other shopping centers have also undergone varying degrees of brand restructuring.