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Foreign Brands In Clothing Agents Are Painful And Happy.

2014/1/18 0:23:00 60

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Clothing Agents Foreign Brands Pain And Happiness

although Barbara has become one of the most popular children's clothing brands at present, Semir's "ambition" in the market of baby clothes is obviously more than that.

"in the future, China's infant consumption market has a market share of about 100000000000 yuan. At present, the actual sales volume of Barbara is only about 5 billion yuan, so we still have great room for development and improvement in the field of baby clothing."

Semir < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > vice president Zheng Hongwei told reporters.

it is precisely with the beautiful vision of the children's children's clothing market that Semir constantly increases the market for children's children's wear.

in addition to the operation of mini Barbara last year, Semir has also been seeking cooperation with the high-end baby brands in the international market.

Among them, through the international brand of agents to enter the high-end baby market, Semir has become an important choice.

in fact, agency international brand is not uncommon in local children's children's clothing market.

With the development of children's clothing brand, more and more enterprises choose to take the brand as the agent of foreign brands.

foreign brands "rush for the tide" /p >

in the field of baby clothes, the Beijing Carmen Clothing Co., Ltd. (hereinafter referred to as "Carmen clothing") should be considered an older one.

"we have introduced the famous international children's wear brand CATIMINI from 2005.

At that time, there were not many enterprises that chose to represent international brands in local children's wear brands.

Cheng Linna, assistant director of Carmen apparel, told reporters.

although Carmen apparel already owns its own children's clothing brand, it does not block the enthusiasm of its agent brand.

Since then, Carmen apparel has also represented Timberland, Kenzo, Diesel, BOSS and other brand children's clothing parts, and has won the operation right of Hush PuppiesKids.

"P", after obtaining many international famous children's clothing brand's proxy, the Carman clothing is also very attentive in terminal operation.

"P", "Carmen apparel", in addition to the terminal integration shop bebelux, which is set up for international brands, will adjust its operation mode according to the characteristics of different markets.

For example, CATIMINI, KENZO, BOSS and so on.

Cheng Linna said.

there are also good children who are also keen on acting foreign brands.

according to Zheng Qingyu, vice president of good boy (China) group, the agency's brand of children's wear is mainly international brand, including Nike children's wear, Adidas children's wear, Puma's children's wear and Skech's children's wear. Good children will sell these brands to their children's brand integration store "good boy Star Station".

In addition to that, P has also been "addicted to agents" for a while. "At the most time, we have represented more than 5 international children's wear brands."

Zhang Haizheng, sales director of Parker's brand, Tong Yi library, told reporters.

Why do domestic children's clothing enterprises have such a high enthusiasm for the brand "a href=" http://www.91se91.com/news/index_f.asp "children's wear" /a "brand"?

strong > money, but also market /p >

good children are quite satisfied with the effect of acting on international brands.

Zheng Qingyu said that the business of good boy group is mainly divided into international business and retail distribution business, both of which contribute 50% profit each group each year.

Among them, as an important part of retail and distribution business, good kids act as the agents of foreign brands and play an important role in the revenue of the group.

The same is true of P.

in the fourth ten children's wear brand entrepreneur salon, chairman of Carmen apparel said that in Xinguang world, the sales volume of its terminal store of international children's wear brand can reach 100 thousand yuan.

"as far as I know, the turnover of our international brand children's wear shop has been increasing year by year."

Cheng Linna said.

at the same time, there is another important reason why the domestic children's wear enterprises continue to expand the scale of foreign brands.

reporter found that whether it is a good child or a a href= "http://www.91se91.com/news/index_f.asp" > dress < /a >, in the agency operation of the international children's wear brand, they choose the brand launched by children's integrated store, which also determines its appeal for the number of agents.

"this is mainly because the flow of children's clothing is lower than that of adult clothing. If it is operated in the form of a brand store, its daily turnover will hardly support the needs of store operation."

Zheng Qingyu expressed this.

At the same time, Zheng Qingyu found that the more the number of children in the children's clothing store, the more the daily business income will rise, which has become an important reason why it constantly seeks new brand of P.

but not all enterprises are rushing to spend money.

Zheng Hongwei told reporters that Semir has its own brand of children's wear brand Barbara itself has developed very well, and its annual sales volume is also at the forefront in the domestic children's wear brands.

Therefore, the agent's international terminal brand is mainly to grasp the development opportunities of the high-end children's wear market, and form a differentiated development form with the current brand positioning of the bala Bara middle end children's clothing.

because Semir lacks the relevant operational experience in this market, the agent has become the best choice for its current entry into the high-end and high-end children's clothing market.

in the contact with the international high-end children's wear brands, the local children's wear brands have indeed grown a lot in design and operation.

however, when many enterprises are digging up the local high-end baby market through foreign brands, some enterprises have gone through an unusual "hardship" on the way of agency.

agent's death

look at the current agency models of local children's clothing brands, which can be roughly divided into two categories: one is to take the channel agent's route, that is, only responsible for the sale of international brands in China, and do not participate in production and design links; the first is the agency of operation rights, that is, enterprises will participate in the design, production, sale and promotion of brand products in China.

"for the brand of baby clothes that are represented, Parker is always involved in its design, production, sales and other links."

Zhang Haizheng told reporters that Parker in the agent brand energy input is no less than its own brand.

, therefore, with the increase of agent brand, its own energy is inevitably dispersed, which leads to the decline of Parker's brand sales.

This also has a great impact on the improvement of the profit margin of enterprises.

This ended up letting paramount to reduce the agency brand to kappa kids, leaving more energy for the operation of its own brand.

"although our agency brand sales are good, sales are still the leading brand of our own brand."

Cheng Linna told reporters.

in fact, the international high-end children choose to abandon the Chinese market and turn to the agent line. Most of them are not familiar with the Chinese market, so they hope to find out the "obstacles" to enter the Chinese market by finding "Pathfinder".

Then, after the "barrier" is removed, where should the local agent enterprises go?

Most of the local brands are optimistic about P.

"We usually sign agency contracts with international brands for more than 10 years, depending on the way of agency."

Zhang Haizheng told reporters.

but after 10 years, is the local children's clothing brand bring profits, experience or stronger opponents to them?