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

< p > this is a key node of interest game.

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< p > when the top brand market in the mainland is not yet fully liberalized, it is the most effective way for luxury brands to use agents to become famous in the domestic market. At first, the relationship between the brand side and the agents is synchronized with the "interest community".

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

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< p > this market based power game has just begun.

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< p > brand partners and agents have different goals. < /p >

< p > 2010, the British luxury brand Burberry spent more than 100 million pounds on the liquidated damages to recover all the agency rights in China.

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< p > 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.

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< p > 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.

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< p > 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.

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< p > 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.

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< p > 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.

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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."

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< p > 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.

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< p > 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.

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