China'S Clothing Brand And Dealer Cooperation Development Forum Highlights

< p > below is the excerpt from the reporter's wonderful moment on the forum -- < /p >

< p > < strong > wisdom collision > /strong > /p >

< p > < strong > forum theme: how can brands and agents win each other? < /strong > /p >

< p > < strong > host: Jiang Changjian < /strong > < /p >.

< p > < strong > dialogue guests: < /strong > < /p >

< p > > strong > pink wardrobe < /strong > a href= "http://www.91se91.com/" target= "_blank" > strong > dress > /strong > /a > < /strong > chairman Li Feiyue < < > >

< p > < strong > Wu Xidi, chairman of Bao Lai Lai international trade Co., Ltd. < /strong > /p >

< p > < strong > Anhui fast fashion brand leader Lu Yan < /strong > < /p >

< p > < strong > Tianjin brand dealer representative Guangming < /strong > /p >

< p > Jiang Changjian: when brand agents choose agents, what are the conditions and characteristics of agents? Will they choose to cooperate with them? < /p >

< p > Li Feiyue: I used to be an agent. I became a brand dealer 7 years ago.

When we were looking for brand names in France, we would observe the brand door of the brand. We would only discuss the next cooperation with the brand that is clean and exquisite. When we choose the new shopping mall, we will observe the bathroom door. That is to see through the details. Of course, the bathroom door is just a representative.

Just like contacting the agent now, we will also observe the "door" on his body, that is, whether the other side is dressed. If he is very particular about his clothes, I think he will take care of my brand as a child. If he does not pay attention to it, I think it will be a little difficult for him to take care of the cards.

The truth is that respect for the brand must be respected first.

< /p >

< p > Jiang Changjian: what do you think is the core competitiveness of the brand? < /p >

< p > Lu Yan: as an enterprise, the first is the core competitiveness, and the second is the core values of the enterprise.

The core values are very important to an enterprise.

The core values of our enterprises are "serving customers, respecting talents, operating properly and co prosperity".

< /p >

< p > core competitiveness is the division of the market.

I am a "a href=" http://www.91se91.com/news/index_c.asp "fast fashion brand" /a, serving middle school students, college students and salaried workers.

My market is located in 345 line cities, towns and counties have specialty stores, and specialty stores are different from other brands. Our store is an integrated store, which sells men's < a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > women's shoes, as well as men's and women's "href=" http://www.91se91.com/ "target=" _blank "clothing".

< /p >

P > Jiang Changjian: now the cost of labor is growing very fast, and the increase in rent is also high. The two items add up to 30% per year.

The cost has been improved, the macro environment is not very good, but your brand development is still robust. How do you do it? < /p >

P > Wu Xidi: we rely mainly on improving the quality of our service and enriching our own professional knowledge, and let the guests choose us in a large number of brands.

Even if you work harder and more carefully...

We will use our continuous efforts to move our guests.

< /p >

< p > we constantly expand our customer base by constantly developing our own team, enhancing the mastery of professional knowledge and making customer consultancy service.

< /p >

< p > Jiang Changjian: How did your team persuade customers to buy your product? < /p >

< p > Wu Xidi: first of all, we ask our team, when the guests enter the shop, we can not look up and down the customers, but slowly chatting with the customers, so that the customers can calm down, because if the mood of the guests is not relaxed, no matter how the product is introduced, the guests will not accept it.

We communicate with each other through simple communication to enable our guests to open their hearts.

< /p >

< p > in short, we are doing image consultant on the "subconscious" rather than saying that when customers enter the store, they are eager to see themselves as experts and start recommending products. This is also a manifestation of disrespect for customers.

< /p >

< p > Jiang Changjian: what do you think your advantages are as a successful distributor? < /p >

< p > Fang Guangming: I am from Tianjin. I have 19 years' experience in working for a brand.

19 months ago, I became a brand dealer.

There are three categories of brands that I make, the first is the international brand collection shop, the sales dress is women's clothing, the second is the women's close fitting shop, and the other is the women's accessories collection shop.

< /p >

< p > I think there are three advantages of myself. First, the location is better. Our store is close to the international brand store. Second, the favorable development strategy, the multi brand store makes us form the advantage combination and the risk is small. Third, with the accumulated experience in these years, I hope that I can not make any mistakes in principle when I am acting as a brand. These mistakes include bad choice of shop address, bad brand choice, and improper use of others.

< /p >

< p > Jiang Changjian: how can we avoid the wrong choice of brand choice? < /p >

< p > Fang Guangming: I don't think a big brand or a particularly famous brand is the best and the most suitable one.

Agents should give the brand two feelings: first, give the brand a sense of trust, second, give the other party a sense of security.

Only in this way can we get the support from the brand side, so that we can get better and better.

< /p >

< p > Jiang Changjian: This is when we choose the brand, we should avoid making two mistakes. Don't distrust each other, and don't give the other party any doubts or insecurity.

How can I establish trust between brands? "/p".

< p > Wu Xidi: building trust needs to be achieved through communication with brands.

Of course, first of all, brand players need to have good personal charisma. In addition, the more brands the brand offers, the more vigilance they need. What kind of preferential conditions do they give to him to earn profits? < /p >

< p > {page_break} < /p >

< p > Jiang Changjian: how can we give "a href=" http://www.91se91.com/news/ "brand" /a "to" safety "impression, so that the other party is willing to cooperate with us? < /p >

< p > Wu Xidi: the brand association uses its wisdom and experience to evaluate agents. For example, it will ask some terminal experience questions, how to make a good brand, how to guide shopping, how to choose shopping guide, how to hold meetings, how to do sales, how to interact and so on. A series of professional problems are asked. If the brand asks 10 questions, and the agent's answer is not reliable or unanswered, the brand will think that this cooperation can not be carried out.

< /p >

< p > Jiang Changjian: which three questions do brands usually ask? < /p >

< p > Wu Xidi: first, the brand business association asks whether the other party has similar brand positioning experience; second, does there have any shopping malls resources; third, does it have financial strength?

These three blocks are also my concern, and there will be many problems behind them.

< /p >

< p > Jiang Changjian: Excuse me, Li Feiyue, is this the three question you often ask from agents? < /p >

< p > Li Feiyue: I don't have much contact with agents, but I will be very concerned about agents' intentions and efforts, because his experience represents the past and hard work represents the future.

Let me give you an example. Our general manager of a Shijiazhuang branch started by acting as a single store, but now he is our general manager in a very large area.

At that time, he gave me the impression that he was very persistent and serious. He wrote me 14 emails, each of which had seven or eight pages to introduce himself. In addition, he studied my past and studied my background. In this case, even though his former agent's brand condition was very bad, even though I had concerns at that time, I still decided to cooperate with him when he was so diligently and diligently working.

He is now the general manager of the best branch company in our country.

This is after 3 years of waiting and running in period, the regional general manager that the company relies on its own strength, but he was only a franchisee.

< /p >

< p > Jiang Changjian: finally, I would like to invite 4 experienced guests in the field of distribution and brand to give advice to all friends who care about clothing agents and clothing brands. How can we do business in 2013 to 2014 this year? < /p >

< p > Wu Xidi: I think we should stick to one thing and be serious. We should not always doubt the choice of the road, but solve the problems and the problems we can think of one by one.

In short, do not choose at random, but once you have chosen, do it well.

< /p >

< p > Li Feiyue: 7 years ago, I thought the agency was very difficult.

Although we have created 3 brands, the hardships are only known by ourselves. If I choose again, I still hope to find a brand that can move forward together. So I would like to advise you how far this road can go, depending on whether we can find new directions and new ideas in time, including the partnership mode between agents and brands. This is a new direction we are exploring.

< /p >

< p > Fang Guangming: there is a joke. A while ago, a great master talked to me. He gave me a few words when he left. He said that in the years from 2013 to 2016, I would succeed if I was willing to wait and persist.

I hope you can persist with me.

< /p >

< p > Lu Yan: with twelve points of enthusiasm into the cause of love, with the team forward, regardless of whether the front is a failure, we have no regrets.

< /p >

< p > {page_break} < /p >

< p > < strong > on-site interaction < /strong > /p >

< p > < strong > what is the distributor concerned about? < /strong > /p >

< p > dealer asked: "I am from Hefei, Anhui, and I want to pay attention to the management of the brand in the whole country. What do I need to pay attention to in terms of regional manager training or outside recruiting?" /p >

< p > Li Feiyue: we have two modes, the first is to train ourselves, the second is to recruit outside, but it is more successful, or very successful, to train itself.

Because people who enter the company through external recruitment are often not because they have no ability, but can not reach tacit understanding in a certain link, and their abilities can not be brought into play, and sometimes they feel it is hard to get full trust.

The company knows his past very well for the people he nurtured. He also cherished his bad side and appreciated the company's chances of success.

Because of his devotion and devotion over the years, the company will also cherish this hard emotional effort, pay for the brand and pay for the company.

Therefore, we are not worried that he is not good at the moment, only worrying about whether he is trying hard or not.

< /p >

< p > Lu Yan: although they all make clothes, the difference between making a href= "http://www.91se91.com/" > dress > /a > is very different. I have also surrogate the French second line a href= "http://www.91se91.com/" > men's wear brand < /a >. Now I make fast fashion brand, and the whole operation mode is two concepts.

What I am doing now is the fast fashion of buying hands. The frequency of loading is very fast, the price performance is super high, and the varieties are very rich.

Formerly the high-end French brand, its advantage lies in the added value of the brand, the service system and the salary management system are completely different from the fast fashion.

As a distributor, it may act as a proxy for several brands, so dealers need to consider whether these brands should be complementary or differentiated, or the agents of the same brand. After considering clearly, they should first act and then move.

< /p >

Lu Yan, I have heard such a story. In Dongguan, there are some small shops, which downloaded MP3 music for migrant workers for 3 yuan, and downloaded movies for 10 yuan. I feel that the mode you are doing now is somewhat similar to that. In the past two or three years of operation, I think the market is shrinking. Is the market shrinking or growing in your experience? < /p > p

< p > Lu Yan: we are pforming in 2011 and 2012. This year we began to focus our efforts.

Fast fashion has great potential. Although the development of electronic commerce is very fast, the sales growth of all our products is consistent with e-commerce. Our advantage is to provide consumers with experience and service, and the fast fashion products will bring consumers constantly updated shopping experience.

Now the trend of fast fashion is fierce, and the potential of the whole market has not yet been played out.

Serving more people is also a further development route for our enterprises.

< /p >

< p > dealer asked: in the current situation, it may be more prudent to choose the brand. How should an agent choose brand for today's joining? What brand has potential? < /p >

< p > {page_break} < /p >

< p > Fang guangming: the best choice is to choose a brand.

The question now is which is better for multi brand store culture and single brand store culture.

Many suppliers enter the shop. They may be wondering what the store can bring me back. At the same time, they also want to carry forward their business, so there must be a conflict of opinion.

In addition, as foreign business models quietly start in China, they will eventually evolve into new forms of cooperation that will make our market better.

< /p >

< p > Wu Xidi: when we choose the brand, we must attach importance to the strength of the enterprise, and the strength of the enterprise is comprehensive.

The other side promises to provide good conditions, but we need to think about the reasons. Agents need not special preferential conditions, but brands that can be sold and can be continuously improved and customers will accept.

< /p >

< p > Li Feiyue: as a brand of 7 years, honestly speaking, it is not realistic to ask agents to create brand shops like direct stores. We are more willing to cooperate with new customers who take the same brand culture construction with us and make a good demonstration.

Once this demonstration is successful, our old customers, the former cooperative agents, will keep up with the new step because of such excellent demonstration.

We do not want to lose our original customers, but rather hope to make new attempts in new customers.

< /p >

< p > dealer asked: I am a private brand from Shenzhen. May I ask Lu Yan, do you have any homogenization problems in the age of the fast fashion brand? < /p >

< p > Lu Yan: my store area is 1500~2000 square meters on average, homogeneity is certain, but we will counteract homogenization by constantly adding new models.

The buyers of the company are searching for the latest trend in several major markets all over the country. Then we immediately copy and immediately put it on the shelves, similar to ZARA. In addition, we have a reasonable grasp of inventory because the original membership fee is relatively low. If there is a large amount of inventory, it is risky for operation; in short, our operation speed is very fast.

< /p >

< p > dealer asked: is it through direct purchase and then directly sold? Is there any R & D part? How long does this process take? < /p >

< p > Lu Yan: we are divided into two parts: one is to make futures, that is, to pick up the version first, then to the supplier to board the board, then to make it; the other part is to complete the production through the timely acquisition of the market.

It takes 45 days to make futures, and only 7~15 days for temporary purchases.

< /p >