Wenzhou Businessmen "Play" International Brands

Before and after 2000, when Wenzhou's clothes were "wearing Wenzhou" slogans and assembled to make brands, another group of Wenzhou people pursued various international brands that had just entered China in Guangdong and became their general agents in China.

Today, a number of local brands in Wenzhou, such as reporting birds and Zhuang Ji, have begun to act as agents of international brands, and have made good use of brand agents to improve management and occupy channels.

At that time, the international agents of the year were actively seeking opportunities for acquisitions and creating their own international brands at the same time as agents.

There is no shortcut to make a brand. The two brand models are just the same way.

However, for the local brand of Wenzhou, the way of Wenzhou people's acting in Guangdong can give us a lot of new thinking.

Fanatical international brands around 1999, a large number of international brands want to enter the Chinese market, and actively seek Chinese agents.

However, there are not many people who really want to sign these brands, because at that time, the agency fee of millions of yuan a year was a huge sum.

The first Wenzhou person to get the international brand agent was Chen Xiaofei. In 1998, he signed cartel crocodile leather.

Before that, Wenzhou people had great influence in the leather goods market in Guangzhou, but no brand could enter the top 5 in the market.

In 1999, cartel crocodile leather was listed as the top brand at that time.

This has stimulated many leather traders in Wenzhou. At the same time, agents at all levels have felt the enthusiasm of consumers for international brands.

Before and after 2000, the election of an international brand can make an enterprise no longer have capital troubles for many years.

Ye Liming, chairman of Bang Group, started acting as an international brand in 1999. He has taken the brand of Playboy and kangaroo, but the investment work is not warm.

In 2000, he took the agency of Goldlion leather at the cost of 8 million yuan a year, and suddenly turned the corner. The provincial agent went to Guangzhou to queue up to ask for the agent brand. The agent fee plus the deposit was 3 million to 5 million yuan, and it could be paid immediately.

In June 2000, when the first batch of Goldlion was shipped out, Ye Liming earned money back to the company, and completed the first large-scale financing of the company.

In 2003, Singapore crocodile, French crocodile and Hongkong alligator brand lawsuit continued.

But this has nothing to do with the friendship between the Singapore crocodile agent Chen Xiaofei and the Hongkong crocodile Sun Xiaofei.

In fact, many people believe that the lawsuit between several crocodiles is a kind of speculation.

Because by litigation, they have expanded their popularity among consumers and consolidated their customers.

In the early part of this century, through the marketing network of Wenzhou people, these international brands performed very well in the market.

Take leather goods industry as an example: in 2001-2003 years, Wenzhou people's alligator T-shirt has been the champion in the market for three consecutive years and the market share is the first.

In 2004, the brand changed its trademark and sales began to decline, and Goldlion, which was also represented by Wenzhou people, took its place.

At the very beginning, Wenzhou people came to find the headquarters of international brands through many twists and turns through the introduction of friends in Hongkong.

After the reputation of Wenzhou people acting as an international brand, more and more brands come to ask for agents.

Today, many agencies have set up specialized teams to search for potential brands all over the world.

When the industry chain of agent brand is just beginning, the marketing mode adopted by international brand agents basically is to develop general agent to open up the market.

That is, the management mode of "authorized operation, first level agent, multi-level distribution".

After an international brand has arrived, the investment promotion activities will be launched immediately, and the agents will be attracted by the influence of the brand. Then the general agent only needs to place orders, deliver goods and collect agency fees at the headquarters.

Such a mode can quickly spread the network across the country, but because of the weak control power of agents to agents at all levels, it is often difficult to maintain brand image.

In recent years, a variety of international brands such as crocodile brand, Goldlion and other international brands have been rapidly exiting from the first tier market after a few years of hot war. The two or three line market has a great relationship with them.

In recent years, after years of accumulation, the strength of international brand agents has become stronger and stronger. In marketing mode, it has begun to turn into single store management and single store licensing mode.

Take Ye Liming as the agent of the French brand ELLE, for example, it no longer relied on agents to open up the market as before, and 30% of the counters belong to the company's direct battalion to sell in the mall. Some international brand agents indicate that the advantage of selling into stores is far greater than that of exclusive stores, at least to save a lot of management costs.

At the same time, because the brand in the mall is more concentrated, it has a great pulling effect on sales.

Wenzhou's local brands are often denied treatment by big shopping malls. These international brand agents have never met.

When it comes to this, these international brand agents are also very sad.

In Guangzhou, because international brand agents are mostly bridgeheads, they naturally form a more perfect chain of enterprises.

At present, there are only more than 1000 international brand agency associations, from agents to production and supporting members.

Of course, the international brand agents are now accumulating their own large group of cooperative enterprises and even some brands, such as CHARRIOL, through the accumulation. Most of their manufacturing is done by agents looking for processing plants abroad.

From agents to branding international brands, especially the two or three line international brands, in fact, they do not always look so beautiful. The change of brand headquarters often brings huge losses to agents.

Ye Liming has represented 15 international brands, and the most serious loss he ever made was to represent Giovani Valentino.

At that time, Ye Liming signed an agency contract with "Zhuo Ni Valentino" for "3+2", that is, acting for three years, and then renew it for two years.

After two years of promotion, Zhuo Ni Valentino was bought by Ye Liming.

The other party will not renew the contract after 3 years' notice. At this time, Bang Group has already entered into more than 30 major shopping malls, such as Beijing Yansha and Shanghai Oriental.

So these actions can only be terminated, and 3 years of efforts have been lost.

In fact, this brand change not only brought trouble to Ye Liming, its leather goods, men's clothing and other industries were also agents of Wenzhou people, but also gradually terminated the contract, and brought different losses to the agents.

"This kind of thing is not common, but it is really helpless."

Ye Liming said that one of his existing brand names was bought by GUCCI and would not be renewed after the end of the contract.

Today, Bang is finishing work.

"Only when the brand is in its own right, can confidence be invested heavily in advertising, cultural construction and brand maintenance."

This is also a consensus among international brand agents.

Up to now: Cardanro clothing company Sun Xiaofei bought Italy brand Cardanro at the cost of 20 million yuan to enter the top three domestic leisure brands in the country.

Zhou Jianyun, Hongkong's seven well group, acquired Italy brand kangaroo. Ye Liming bought the French brand LOSACOS and HOPTAHE.