Home >

Luxury Agents Survey: Multi Brand Recycling Agency Business Difficult To Do

2013/7/15 14:24:00 79

??? 日本語 Fran?ais English 中文

this is a key node of interest game.

.

at the time when the top brand market of the mainland has not yet been fully liberalized, it is the most effective way to win the reputation of the domestic market by means of agents. It is the most effective way to "a href=" http://sjfzxm.com/news/index_c.asp "luxury" /a > brand. At the beginning, the relationship between the brand side and the agents is synchronized with the "interest community" relationship.

when dealers are forced to hand over their agents, the contradictions between top brands and agents are gradually emerging.

this market based power game has just begun.

.

brand agents and agents pursue different objectives.

2010, the British luxury brand < a href= "http://sjfzxm.com/news/index_f.asp" > Burberry < /a > the cost of breach of contract, which costs up to more than 100 million pounds, reclaims all the agency rights in China.

Burberry is now the most impressive to consumers. It is the lattice windbreaker, leather bag and scarf.

Of course, it dates back to 1924. Burberry registered the red, brown and black pattern as a commercial symbol and began to serve as a lining for windbreaker. This grid pattern became the classic symbol of Burberry for a long time.

however, Burberry headquarters hopes to promote the high-end Burberry Series in the Chinese market: Burberry Prorsum.

Compared with the Burberry London series that we all know, this series of garments has more design sense and style of walking, less suitable for everyday wear, and few of them appear in large space. The price is higher than that of London series.

the main consideration of the Yao Lai Group as an agent is of course its own interest. Although the Burberry brand side hopes to promote the Burberry Prorsum series, it can get rid of the traditional "lattice" concept.

But the evaluation of Yao Lai Group believes that in the Chinese market at that time, the design style and price of the Prorsum series were hard to be accepted by consumers. Instead, Burberry London would sell better, so there was a difference between Yao Lai and Burberry on the issue of purchase, and finally faced the situation of breach of contract.

despite the fact that Yao Lai group finally received a high default penalty, the experience and effort it had made before it was frustrated by Yao Lai Group was not a case in point.

Fairton is headquartered in Hongkong. The group also set up branches and warehouses in Shanghai, Beijing, Guangzhou and Taipei to promote brand development.

In 1980, Hua Tong International Group obtained the right to distribute Bally brand, and opened the first store Bally in The Peninsula Hotel, Hongkong.

After P, with the opening of the mainland market, Hua Deng group extended the Bally to the mainland market and set up a marketing department, which is responsible for the publicity and promotion of Bally brand. According to the employees who had worked in the group, "the group did spend a lot of energy on the choice of shop, the recruitment and training of shop assistants."

but in early 2008, Bally withdrew all agency rights in Greater China.

Hua Tang is also sad to see Bally leaving. After all, it has trained Bally brand for 28 years.

in the final analysis, the goal pursued by brand dealers and agents is different.

The brand side pays more attention to the popularity of its brand in this market, but it does not attach much importance to the specific sales volume.

And agents place priority on sales profits.

{page_break}

< a > href= > http://sjfzxm.com/news/index_s.asp > agent > /a > survival contradiction /p >

usually, when the agent and the branding party sign the contract, they will clearly indicate the time of agency, and the time of agency depends on the negotiation between the two parties.

It is reported that the agency age of jewelry and wristwatch Department of Hongkong's top luxury goods Agency is basically 5 years -10, while the maximum age of other agents is 50 years, or even 99 years.

because of such years, all agents will conduct risk prediction before reaching any cooperation with any brand, and also know that one day these brand agents will be reclaimed.

It is just that they do not want to "abandon" when the brand is just a small name, so they have to mention the "business conflict" of agents.

Agents who introduce the brand into the Chinese market must be very familiar with the market.

In the interview, reporters learned that the first thing they had to do was to choose cities and lots of shops, and the following market promotion and brand promotion were also essential.

Without publicity, there will be no business in stores.

Once a business is established, the day when the agency is withdrawn is not far away.

Therefore, the energy and money spent before marketing are like dressing for others, though this is a very contradictory process, and they must do so.

, therefore, in the initial stage of cooperation between brand agents and agents, they are "interest communities".

With the help of distributors, foreign brands who have no knowledge of the Chinese market have begun to open stores in China and carry out a series of market activities, so as to create brand awareness as soon as possible.

with the maturity and development of the brand, the brand side pays more and more attention to the selection of goods, after-sales service and brand image maintenance.

After several years of development, the brand has gained popularity in China, and the number of people buying has increased. However, the defects of the staff's service and processing methods have been exposed at that time, which is precisely the brand's intolerance.

The contradictions between the two sides are gradually showing up and will soon face "breaking up".

a well-known agent project manager told reporters: "the longer agency cooperation is the expectation of agents, because a brand from no one to a small celebrity training period is about 5 years, when the brand is small and famous, it will no longer renew the contract, then the market publicity and promotion will be lost.

If the agency time is longer, even if the brand breaks the contract halfway, the corresponding breach of contract is also astonishing.

distributor's future /p >

reporter learned that in January of this year, Jonny's contract for the watch brand of Yao Lai Group was due. Although Parma Jonny signed the agency contract with Yao Lai, the content changed.

before this year, Nirupama and Jonny's market and sales were fully responsible by Yao Lai.

Today, the group is only responsible for sales, and no longer participates in market activities. This is a signal of withdrawal from agency relationship step by step.

P, another brand Richard Mille of the group is also the case. RM has established a brand public relations department in Shanghai, which is responsible for publicity and promotion in the mainland.

As for the rumor that "before opening up cloud group buys RM", brand side also expresses: "if be bought really, open cloud will also open new shop additionally, and the agency relationship with Yao Lai will not change easily".

a top luxury brand PR told reporters: "we pay more attention to the training and after-sale service of the shop assistants. When the customers are in doubt or the goods are in trouble, how the salesmen deal with and solve them are recorded in the whole performance appraisal.

However, we will receive complaints from some customers. The result of the final investigation is mostly the issue of distribution shops. This is also one of the important reasons for our recovery of agency rights. "

Yao Lai Group, which lost Jonny's market advocacy agency, does not seem to be surprised at losing P, but if it wants to retain the original business, it has to do the best of the remaining sales business. Burberry

for the future of agents, the agents and brands that the reporters interviewed said: "the business of agents is becoming more and more difficult, but they will not disappear."

It is obvious that the international brands that have not really entered China exist, but with the improvement of China's market economy, they have accumulated a long wait for China. At the same time, their understanding of the Chinese market is also being carried out step by step.

So finding suitable cities and lots of shops, recruiting Chinese salesmen and so on are not as difficult as before. However, some marginal brands still seek agents as shortcuts to enter China. With the recession of business and business in recent years, some small agents are gradually absorbed by large groups, and this trend still exists.