Alternative Entrepreneurs: Renting A Brand Can Also Break Through 900 Million Years Of Marketing.

< p > > a href= "http://sjfzxm.com/news/index_c.asp" > Taobao < /a > and Tmall men's wear list, there is such a brand G (alias), started by distribution, and has thousands of distributors in Tmall.

According to incomplete statistics, the number of Taobao shops selling this brand has reached more than 30 thousand.

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< p > Lao Wang, the brand name "temporary owner" of G brand, is said to be a "temporary owner" because of this brand, he signed the trademark right of use for 9 years from the holder, from 2011 to 2020.

Last year, only through distribution, sales of G brands on Taobao and Tmall reached nearly 900 million yuan.

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In the interview of P, Lao Wang's words made my heart feel cold: many of these stories can't be written, and my brand name must be hidden.

Just like many early Chinese entrepreneurs, the process of primitive accumulation is not entirely suitable for writing textbooks.

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< p > < strong > there is no other choice. < /strong > /p >

< p > speaking of Lao Wang, his popularity in the men's clothing circle is far less than the founder of the nine wolves and seven wolves, which is also related to his own low-key personality.

If we start from 1996, Lao Wang has been in the industry for nearly 18 years.

"Before graduating from junior high school, I went to Beijing. I started dumping goods from other people, then I started to get goods on my own. I accumulated a little bit of raw capital." sitting in a hotel in Hangzhou faculty's road, the top 100 million clothing bosses talked to me about their business history for the first time in an interview.

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In the short span of three years from 1996 to 1998, he probably made hundreds of thousands of yuan in P.

What impressed Lao Wang was that he also bought a big cell phone, more than ten thousand yuan, like most of his boss at that time.

He joked that this right should reward himself.

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< p > but at the end of 1998, Lao Wang was frustrated for the first time in business.

In 1998, the North encountered warm winter, he entered seven thousand or eight thousand cotton padded clothes, "105 yuan price, after the clothes come back, it is not cold, can not sell, finally can not deal with one piece of 25 pieces, make a loss at once."

Lao Wang tried to use the simple words to "take" the unpleasant history.

But he also admitted that from 1998 to 2004, his business has been very difficult, and even experienced a major change in life.

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< p >, therefore, in Lao Wang's opinion, 2004 was the first time he did pioneering work in his real sense.

He spent 90 thousand yuan with two friends and rented a stall in the best wholesale market in Beijing.

The rent went to sixty thousand, and he took the remaining thirty thousand to Guangzhou to fight for goods.

In 6 editions, four editions are sold.

In the four years after that, he had been doing business in Beijing, earning hundreds of thousands of yuan a year.

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< p > 2008, the economic downturn in Beijing, the men's wear market is also saturated.

At that time, there were two choices before Lao Wang. One was to go to Russia to do business in the north and the other to go down to Guangzhou.

Later, because of Russia's "big China market" something was done, it was forced to close.

He had no choice but to go down to Guangzhou alone.

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< p > is also from that time, Lao Wang began to contact with a well-known men's brand X, which is closely related to the G brand.

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< p > < strong > I have changed that they have not yet < /strong > /p >

< p > actually, from the end of 2007, Lao Wang was already doing the business of the men's clothing brand.

With the experience of men's wear industry in Guangzhou for several years, the first month of 2009 began. Lao Wang's business in Guangzhou was particularly good, with thousands of orders a day.

In this way, he did two years of X brand, but also accumulated his first batch of customers.

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< p > in fact, at that time, there were at least 20 merchants who made X brand goods in Guangzhou, but now the old Wang family is only one of them.

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< p > "because I changed and turned around.

They haven't turned their minds and are still making fake products of this brand.

Lao Wang's tone was difficult to cover up his regrets when he mentioned his former peers.

It is necessary to explain that since 2011, the relevant brands of X brands have been relatively strict.

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< p > unlike other merchants who choose to sit on their feet, Lao Wang feels that it is necessary to play a ball of edge ball to find a brand similar to that of X, so that it can stabilize the agents who only recognize X, and avoid going farther and farther on the road of selling goods.

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"P" soon, G brand entered his field of vision.

"I asked the trademark holder to sell it to me, but he refused."

In desperation, Lao Wang had to spend 9 years with the other party on trademark rights.

Many friends around him felt that his behavior was almost crazy and even silly.

However, Lao Wang admitted that at the beginning, he did not want to create a brand himself.

However, businessmen who wholesale men's clothing from him only recognize the brand with X brand. He can only follow the trend and satisfy the needs of the customers below.

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< p > "have you ever thought that you will make the G brand scale today?"

When I threw this problem to Lao Wang, he just smiled. "A lot of things happen. I am from Anhui. 80% of the men who made X men's clothing were Anhui people.

In 2012, when the goods of X were tightened up, all more than 20 merchants fell down, and the agents under them all took refuge in my company.

It is precisely to lead these people, Lao Wang opened his G brand campaign.

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< p > brand expansion is not a matter of distribution.

Lao Wang's strategy is to catch the men's clothing market in Hangzhou, Shanghai and Beijing first.

I'll lay out the goods for them first, so that they can have capital to compete with others. The main point is that they can pull the goods and pay the bills. "

After spreading the net, there are more and more people who want to come to Wang to have the agency power. In this way, Lao Wang's network is bigger and bigger.

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< p > < strong > drive dealers on line > /strong > /p >

< p > but this net is still only a men's wear market under the wire.

In the second half of 2011, online sales of G brand shops add up to no more than 20.

At that time, e-commerce has become one of the important retail channels in the apparel industry.

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< p >, realizing this, Lao Wang spent a lot of time groping for "electric shock".

With one's own strength, opening a store on Tmall has limited effect.

This is especially important when we can launch the dealer's "on-line".

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At P G's order meeting, Lao Wang made up his mind, "I encourage them to open Taobao stores and open cat shops."

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< p > at the beginning, Lao Wang told the dealer who would do the job for whoever owns a good online shop.

"Later development, I do wholesale, I give you the registration number of stores, you sell my goods", he further explained, "for example, I own ten stores, I spend 1 million 600 thousand yuan (Tmall franchise is 100 thousand yuan deposit, 60 thousand yuan annual fee), I have time to register the company, to open the store.

When the store opens, it will be done to the dealers with operating experience. "

As a result, all the money sold is in Lao Wang's account. He has no risk at all. The agent is only responsible for the operation. Lao Wang checks accounts with them every month.

"Dealers sell me goods, so they make money, and the clothing industry pays attention to the deduction points, so I earn money by cutting points."

He said.

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< p > Lao Wang admits that such a model is unknown to many people outside.

Similar to joining, put online, the scale effect is very easy to show.

Even many Anhui graduates who have just graduated from university will find him and ask for agents.

Accordingly, he will also formulate some incentive measures, such as "only one yuan a year to reach 1 million 200 thousand yuan of water, so that the annual fee of 60 thousand yuan will be saved."

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< p > in addition, Lao Wang usually selects two agents in each place, and the clothing is divided into sections.

The reason he gave is that an agent in a place has no pressure.

When ordering the meeting, who will sell it in large quantities? Who will come to order first?

Watch it. Another person will decide again.

And the duration of cooperation is determined by Lao Wang.

Obviously, his measures have greatly mobilized the enthusiasm of agents.

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< p > nowadays, the proportion of G brand online sales accounts for only 5%~10% of total, and its next agent has basically pferred to online sales.

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< p > < strong > 50 basically do not make money or even lose money < /strong > /p >

< p > to Lao Wang's pride is "my goods are not". In men's clothing category, he firmly occupies the "outdoor light fashion" style.

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< p > to control the supply chain, G brand also has the absolute strength to stand out from tens of thousands of men's clothing brands.

It is understood that Lao Wang is leading a "R & D team" consisting of more than a dozen people, from design to typing.

From R & D to outsourcing processing, Lao Wang, who has been infiltrated by the men's clothing industry for more than ten years, has his own unique way of doing the middle link. "The general process is that the R & D is good, and the customers are determined. After that, I send them to the processing plant.

Among them, there are still ten thousand items that I want to do, twenty thousand of which are made by the guests. In the middle period, the five major men's clothing market agents will explode the money, and they will explode a payment. Then I will place 50 thousand orders to 100 thousand factories.

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< p > of course, the clothing industry will inevitably encounter too many factory orders, and the market can not digest the situation of stockpiling.

In this regard, Lao Wang also has his own set of countermeasures.

"I'll call the bottom man to digest Juhuasuan.

For example, I said to them, there are fifty thousand pieces here. You go to the newspaper and sell them. They are very willing.

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< p > it is clear that the absolute control over distribution channels makes Lao Wang's online retail play a part.

Then, is the more online stores, the more advantageous the expansion of G brand? < /p >

< p > to this point, Lao Wang admits that he is now in control of the mall. The reason for this is that the G brand agents are making less money now.

Lao Wang has long observed that the top 20 earn money and earn small money between 20~50, and 50 out of business basically do not make money, or even lose money.

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< p > so after "Wang" has been big enough, what Lao Wang is thinking now is how to collect it.

"What I want to do is that the pfer fee of a mall will reach 10~20 yuan."

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< p > "ecology", which is widely disseminated in the field of electric business, is understood very well by Lao Wang.

Now, when someone finds Lao Wang and asks for permission to join the mall, he basically chooses to decline.

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P is at the top of the food chain of "distribution brand ecology". He knows exactly what he wants to do.

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