How To Be A Successful Clothing Brand Agent?

With the deepening of fashion industry's fashion, people's demand for clothing is no longer only about "good quality and low price", but also needs to be satisfied in taste, taste and spirit.

Clothing brand has become the symbol of people's professional characteristics, life taste and status status, and has become the "no name card" of modern people.

Brand is also a passport to the clothing market.

In the early 90s, clothing brands sprang up like mushrooms.

The original clothing wholesalers also gradually become brand agents.

Why should a wholesaler turn into an agent?

The so-called "artificial benefit and something" is, of course, profit driven.

In essence, it is also the market advantage of brand franchising.

A lot of facts have proved that the wholesale market is not only a brand agent, but also a risk factor, a profit margin and a market competition ratio. Besides, from the analysis of the macro industry development trend, the wholesale market is already near the sunset, while engaging in the franchise brand agent is the Golden Road of clothing sellers.

Many economists have written books and do a lot of analysis and demonstration.

Since brand agents are profitable and have a future, how can they be a successful brand agent?

To put it simply, we need to wait for action and do what we can.

The so-called "machine" and "force" is a prerequisite for successful brand agent.

Most of the clothing brands used nowadays are franchised business models, and franchising is also the most successful marketing mode nowadays.

Therefore, the most important thing for agents to do well in brand agency is to understand the rules of franchising.

The core of franchise is unification, which is a copy process of a successful mode.

Agents are not only goods, but the whole mode, including brand logo, shop name, trademark, operation standard, product and service quality standard, business policy and so on.

And this whole mode is the successful mode of headquarters, which has been proved by practice for a long time and has absolute scientific and market advantages.

If the agent can not understand and carry out the essence and requirements of the mode, the market advantage of the mode can not be reflected. The brand that your agent is good is difficult to make money, not to mention the multi brand agent. It is like raising several "black sheep".

Therefore, after selecting the agent's brand, agents must thoroughly and conscientiously understand the business models, business philosophy, brand culture, brand characteristics and market positioning of the headquarters, strictly carry out and disseminate the market in accordance with the principle of "unification", and ensure that the market of the area is consistent with the requirements of the headquarters at any cost, so that you can get rid of the resources of the brand and make the brand your Qian Shu.

Of course, understanding franchising is only a preliminary idea, and more importantly, execution.

Whether it is the unification of "store side" or "nanny" terminal maintenance, you must have a strong organization and team to carry out it.

This requires agents to carry out "company operation". We must establish a sound operation institution and train a comprehensive and professional marketing team to truly undertake the construction and maintenance of terminal network, ensure the healthy and healthy development of terminal network, and maximize the efficiency of brand marketing.

The so-called maintenance service is to require the provincial agents to actively assist and urge the terminal to fully implement the marketing mode of franchised brand monopoly, strictly abide by the "unification" principle of concession, keep the communication and communication with the terminals, help to solve the practical difficulties of the terminal in time, accurately grasp the characteristics of the mixed market state of the perceptual and rational, and guide the terminal to make full use of the resources and advantages of the brand monopoly so as to strive for the largest market share.

Only in this way can the terminal realize the charm of the brand monopoly profit mode, consciously maintain the terminal franchising route, and faithfully unite with your brand.

Besides, you should also master several basic qualities.

First, scientific and rational planning and opening up the market: some agents pursue the number of franchisees unilaterally, blindly expand, blindly pursue the level of growth in performance (that is, the growth of the total performance of the province) without considering the vertical growth of single store performance.

As a result, the sales terminals were disorganized and mixed.

Over the past few years, efforts have taken a lot, and three or two have been shrinking.

This is called quick success and instant benefit, killing the goose that lays the golden eggs, leaving no trail behind.

This kind of person lacks the global vision and long-term vision of the market, and does not have a systematic marketing strategy.

After choosing the brand to be joined by agents, first, we must thoroughly understand the business model, business philosophy, brand culture, brand characteristics and brand positioning of the headquarters. Then we will make strategic plans for the market in accordance with the exact information we have.

Just as the general of the battlefield is planning to seize the territory, we must formulate a strategy for overall and long-term development.

With a good construction strategy, merchants will be able to get married in an orderly way.

Merchants must join in quality control, choose franchisees strictly, do not rush for quick gains and instant benefits, and breed trouble for themselves.

After completing the investment, we must track and maintain in time, supervise and urge the terminal to strictly implement the franchising mode.

Some agents only plan for the first time and think that when the terminal is opened, everything will be all right, and then they will be able to catch the profits. So they will not ignore it and let the franchisees play it by themselves. As a result, we can see the hard laid network, selling the dog meat and selling the red flag to the eight nation allied forces.

Some agents, in order to unilaterally pursue the sales volume in front of them, turn a blind eye to each other.

Let alone image unification, even brand monopolization can not be guaranteed.

In this way, there is no essential difference between selling goods and wholesaling, and the brand appeal that the headquarters has worked hard to shape is gradually reduced in the local market, and the market advantage of franchised brand monopoly is gone.

Not only has seriously affected the brand image in the local market, but also set an insurmountable obstacle to the subsequent development of the market.

So developing the market is like digging our own grave.

Two. Learn to order scientifically and prepare scientifically: how to order scientifically, we must draw conclusions from scientific analysis based on objective facts.

Ordering is like a treat. First, we need to know the taste of the diners.

We should not only invite people to eat enough, but also invite them to eat well.

Our provincial agent is the host of the guest, please ask every store.

First, from the appetite, you need to understand what they need to eat.

This requires every agent to display experts first and then to be a smart buyer.

You must make sure that the best merchandising plan of each specification can be divided into several zones, and which goods are displayed in each district. These goods must have several series, several styles and several color systems.

It is very knowledgeable and scientific that goods are sold, goods, goods and so on.

Therefore, in order to do scientific ordering, we must first understand the importance of basic display, and then use the brilliant eye of the professional buyer to plan your display content, that is, pick the goods.

According to the local cultural environment, fashion trends, consumer tastes, habits and characteristics, we should provide a scientific buyer for each subordinate store.

Buyers must be able to accurately grasp the local fashion trends, dress preferences, consumer psychology, etc., if you are not sure, you can also explore and train buyers in franchisees and shopping guides. Smart buyers are very important for ordering, with professional buyers, what to eat can really get a scientific solution.

It solves the problem of what to eat, and then comes the question of how much to eat.

That is how to eat.

First, you have to figure out how much food everyone eats and how much food they need.

That is to say, before ordering, you must find out how many stores you have, how many stores should be sold for each store, and how many stores will start operation in this quarter, and how much more goods will be needed to ensure that the best way to start a business.

According to the scientific analysis of the basic stores and the sales situation in the same period, the basic quantity of your order is determined.

Only in this way can you cook dumplings for the blind when ordering.

Some people may say that a lot of stock has been overstocking. If I buy the goods on a single basis, I may not be able to eat ahead. I will have to walk around later. If we increase the risk of inventory and form a vicious circle, it will be even worse.

It sounds reasonable.

However, careful investigation is wrong.

We know that products must be focused on market demand, and that everything can be guided by meeting the needs of the market so as to improve sales performance and make profits.

We also know that clothing management is a perceptual economy, and products should follow the fashion trend. Last month's runaway goods will probably become dead goods next month. If you keep looking for consumers' sympathy with the dead goods, you will become a corner forgotten by consumers.

Therefore, we must make a prompt decision to deal with unsalable goods. When we are "stagnant", we need to move the knife. From selling to the dead goods is your loss process. Sooner or later, we often lose less, and the new products will be faster and the volume will be higher. The volume of goods will be maximized and the profit will be maximized. At the same time, the inventory risk will be eliminated.

Therefore, we must try to avoid dead goods, and we must not let the "dead" goods block the money of "live" goods.

Otherwise, you are really "doing nothing".

Of course, the data management system of purchase, sale and storage is also essential for scientific ordering and scientific stocking. This is also a necessary condition for a successful agent.

Generally speaking, when you engage in brand agency, you must truly understand and implement the rules of brand franchising, and strengthen the execution effect through the company's operation. We must open up the market and build the network in a planned way, so as to truly maintain the terminal maintenance of "1000 stores and one side" and "nanny type". We should skillfully use the scientific order and scientific stocking methods to avoid risks and promote sales.

Your timing is ripe, and your strength is initially available. At this time, you can easily launch multi brand agents, and every brand will be your rocking Qian Shu.

In fact, there are quite a number of "rocking Qian Shu" professionals who are now engaged in clothing brand agency, but I wonder if the next moment is your turn.

Yang Jing: editor in charge