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The Strategy And Method Of Franchising Of Clothing Brand

2013/9/24 9:21:00 82

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Clothing Agent Brand Joining Clothing Management

brand as an intangible asset has been widely accepted by enterprises. However, there are few enterprises that regard brand as the marketing object and carry out brand management.

From the practice of < a target= "_blank" href= "http://www.91se91.com/" > clothing > /a > market, clothing enterprises' understanding of brands is often limited to brand development and legal protection. Many fashion enterprises that run famous brand products are in a hurry in the fierce market competition due to lack of brand operation concept and experience.

In fact, brand, like other tangible assets, is not static. Only when it operates in the market can it revitalize and enhance its vitality, so as to ensure the sustainable development of famous brand clothing enterprises.

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brand management is more intense than traditional production and marketing.

The traditional production and management concept takes product as the marketing object, and uses marketing 4P S combination to carry out marketing. Its operation mode is large and full or small and full, although its functions are complete, but its strength is thin.

Brand management takes the brand as the marketing object and takes the brand operation as the core, and integrates the modern marketing concepts of asset operation and reorganization, operation risk division and control, industrial profit and commercial profit segmentation, sales channel management and control.

The core idea of brand management is that brand operators have strong adhesion through eight advantages of brand marketing, such as brand goodwill, market development, sales channels, product development, production technology management, quality control, human resources, information control and other marketing software, bringing the external resources such as supply, production and sales into the operation scope of the enterprise resources, so that the brand operators' market expansion ability and competitiveness can be improved rapidly.

Because brand operators mainly develop the advantages of software in production and operation, and form intangible assets with high capital intensity, brand management is a high-risk, densely capitals, and a relatively high scale and high integration of sales channels.

In the process of implementing brand management strategy, the development, maintenance and improvement of brand image is the key to brand management.

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the rapid development of garment market and fierce competition have bred the concept of clothing brand management.

First of all, in the process of rapid growth of clothing market, the consumer behavior of clothing consumers is becoming more mature. They gradually established brand consumer confidence in the experience of < a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > consumption, and formed the habit of brand consumption.

According to statistics, in China's shirt consumption, 100% of high-end shirts are brand consumer behavior.

Clothing consumer's brand consumption behavior is the objective basis of clothing brand management.

Secondly, due to the short investment and short recovery period of garment enterprises, the number and scale of garment enterprises have been developing rapidly since the reform and opening up, which has led to fierce competition among all kinds of clothing brands in the market. The production capacity of garment enterprises has been largely idle, and the risk of garment enterprises is becoming more and more serious.

It is this huge market operation risk that creates opportunities for clothing brand management.

The operators of clothing brands take the advantage of their powerful marketing software and play the leading brand role. They take their brand as the link, reorganize the garment enterprises in disorder competition, divide the market operation risk, determine the risk level and profit level of each link in garment production and operation, so as to standardize the competition behavior in the clothing market and resolve the risk of the clothing market.

Thirdly, many garment enterprises have established a standardized and scientific modern enterprise system and organizational structure in the process of market economic system reform. They have formed the brand competitive advantage and efficient asset operation mechanism. They have accumulated rich experience in production technology, production management, quality control, product development, market development, human resources management and so on. They can serve as the main body of brand management, which is a prerequisite for brand management.

Fourthly, for clothing brand operators, they must have strong risk awareness and strong capital strength, dare to change their management concepts, reconfigure the resources of enterprises, increase the investment of enterprises resources in clothing production and operation software, form the business advantages that brand management needs, and make them become the main profit centers or profit growth points of enterprises.

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according to the main body of clothing brand operation, there are four ways to implement the fashion brand management strategy:

1, the brand management mode that takes production enterprises as the main body.

Such brand operators often start from clothing production or processing, and gradually form their own fist products in the process of development. They have stable production and processing bases, production and processing technology, quality control technology and product development capabilities. Through proper brand publicity, they have a certain consumer group, which is attractive to middlemen, and gradually form a product sales network with intermediaries as the main body.

The basic characteristics of this brand management mode are: clothing brand is owned by all production enterprises, production enterprises are mainly marketable products that are developed and produced in the market, and are responsible for the brand publicity of the whole market of the enterprises. The products are pushed to the market by the middlemen and are responsible for the publicity of the brand image in the market area.

In the practice of brand management, the sales network of this mode of operation has the following three forms:

(1) brand operators, wholesalers, distributors and retailers.

(2) chain stores of brand operators, wholesalers, wholesalers, wholesalers.

(3) brand operator retail store.

Because of the many forms of sales network and uneven economic development in different regions, the management and control of sales network is very difficult.

Because the middleman has bought the risk of product marketing, when the market environment changes unfavourable, middlemen often appear some business behaviors that damage the brand image in order to resolve the market risk.

Therefore, this sales network is unstable and uncertain, thus increasing the difficulty of clothing brand management. This is also the main reason for some famous brand clothing enterprises to fade out of the market.

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Fujian Shishi seven wolves group has made more successful use of middlemen for brand management.

The company's clothing is "seven wolves" brand men's series, its fist products are men's jackets and T-shirts, and the male over 30 years old with a certain success experience is the target consumer group.

In the early stage of licensing, the company introduced CI and made a series of advertisements through the mass media, thus forming a preliminary brand effect.

Because its product development ability is strong, its product can form a certain style and can match its target consumer's consumption characteristics, so that its brand has a certain consumer group.

Because of the demonstration effect of consumer behavior, it has attracted middlemen from all over the country. At present, the company has established a sales network in more than 80 regions of the country.

However, the enterprise encountered a series of problems in the process of brand management, mainly in the following aspects:

(1) with the continuous expansion of the sales network, the management of the sales network is more difficult. The internal competition of the sales network has affected the stability of the sales network;

(2) the sales network in different regions has a great difference in understanding and using the CI of the enterprise, and the brand image is difficult to be highly unified;

(3) due to the difference between middlemen's quality and strength, the form of sales network in different regions is different. Some middlemen have short-term business behaviors. In the process of brand development, conflicts of interest are easy to occur and cooperation is more difficult;

(4) because of the difficulty of communication between middlemen, the information superiority in the process of brand management is difficult to establish, thus reducing the ability of enterprises to respond quickly to the market and affecting the full development of the advantages of product development.

However, the enterprise has noticed these problems and is planning the construction and management of the sales network. These problems may be gradually overcome in the practice of brand management.

the advantage of the brand management mode that takes production enterprises as the main body is to borrow the commercial sales network in the sales area, but at the same time it also increases the difficulty in the management of the sales channels.

The author believes that by setting up a sales channel risk fund and controlling the risk of middlemen, it can guide and coordinate the business conduct of middlemen.

2, the brand management mode with non production enterprises as the main body.

This is an asset operation mode centered on brand intangible assets. The capital strength of brand operators is generally strong. The core of its management is the development, maintenance and management of brand and sales channels.

The specific modes of operation include two forms: franchised monopoly and company chain.

franchising is that the brand owner takes the brand as the link, and contracts the brand to some operators to engage in the monopoly of their brand products, so the franchised stores are independent entities of interest, but they must accept the unified management of brand operators in the brand image, such as store design, service level, product promotion and so on.

Because the franchise network is controlled by franchised stores, it is easy to form a unified brand image, but it will affect the enthusiasm of other operators. Therefore, this brand management mode is often applied to brand managers with strong brand strength. They often need to experience a relatively difficult brand development process, and they need to invest bravely and heavily in brand promotion.

For example, Giordano is a foreign brand that has successfully entered the Chinese clothing market successfully with the franchise mode.

Company chain is the brand owner with its abundant capital, establishes own brand chain store, forms its own strong retail network, the brand goodwill is exclusive.

As chain stores belong to brand operators, the development, maintenance and management of brands become easier, and the communication and sharing of internal information become possible. Therefore, brand operators' market response ability is strengthened, product development benefits are increased, and market risks are reduced.

Marsha general store, the largest chain store group in the UK, is a group that has made great success in its brand operation in the form of chain stores. It has established hundreds of chain stores both at home and abroad, and runs a brand named St. Michaels.

It does not have its own manufacturing enterprises, but it can provide thousands of products and services with high quality and price to consumers. The market share of women's clothing in the UK is more than 30%. The key to its success is that it has a strong retail network, established a high brand reputation and has strong product development capabilities, and has mastered the production management technology and quality control technology of the products.

the advantage of the brand management mode with non production enterprises as the main body is that it can borrow the clothing production enterprises' production and processing capacity and produce the clothing products that are consistent with the brand image, so that they can concentrate their efforts on brand development and management, market development, product development, quality control, sales channel management and control, market information management and other pure brand operation.

3, double main body < a href= "http://sjfzxm.com/news/index_f.asp" > brand management < /a > mode.

The main body of the model is made up of super stores or large chain stores and manufacturing enterprises.

Super stores or chain stores win customers with their unique business philosophy and form goodwill.

A manufacturing enterprise can have its own brand, but its marketing concept must be consistent with the operation concept of supermarkets.

This mode of operation will benefit both sides. On the one hand, shopping malls can provide a market access for many small and medium enterprises and new listed enterprises, laying the foundation for their future brand expansion; on the other hand, shopping malls can purchase clothing products with various brands and numerous brands in a timely manner, giving full play to the advantages of varieties and meeting the diversified needs of customers.

Many supermarkets in foreign countries adopt this marketing mode.

4, a trade centered brand management mode.

This is a brand management mode that integrates supply, production, trade and marketing. However, it tilts to apparel trade and retailing on the allocation of resources. By setting up garment enterprise groups, it divides the four links of garment marketing into a relatively independent business entity, which is coordinated and controlled by the group headquarters.

The advantages of this business mode are goodwill alone, unified image, unified price, easy control of market risk, easy control and management of sales channels, and fast reaction of market.

Hongkong sunrise group adopted this mode when we opened our leisure wear market.

On the one hand, it has established a stable garment production base in the way of holding, so that the quality and delivery time of its products can be guaranteed more easily, so as to improve the fast reaction ability of its market.

On the other hand, it has set up hundreds of chain stores in China's large and medium-sized cities, with its own funds raised by the group, to push its products to the market through a strong retail network.

Above all, clothing brand management has unique competitive advantages in the competition of clothing market. In the specific operation mode, through the combination of various links of supply, production and sales, different brand management modes can be formed. However, in any way, brand development must be taken as the first place in brand development, maintenance and management, and brand advantage as the breakthrough point, and then the eight advantages of brand management will be formed. P

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