Why Do Jeep Clothing Love Double Sewing Thread

Some brands authorized enterprises to do only one brand. Some brands authorized enterprises to make a brand at first, and then changed a brand to do it. After searching for several times, it was considered "gold mine".

Shanghai Tong Rui Garments Co., Ltd. is such a company that specializes in authorized brand clothing. From authorized SANTA BARBARA POLO & RACQUET CLUB brand, it has made sideout, Hallmark and other authorized brands. Until 2003, the authorized agent of Jeep brand was found.

Zhang Yongli, the president of the company, did not realize that Jeep made this brand a very famous high-end brand in casual wear.

"Many of our VIP members can buy Jeep Cherokee almost a year, and their loyalty to the brand is really high!" says Zhang Yong Li, who speaks of her authorized Jeep brand.

Phase "Jeep"

The company of the predecessor of Shanghai Tong Rui Garments Co., Ltd. has already begun to make the authorized SANTA BARBARA POLO & RACQUET CLUB brand in 1996. "The authorized agent of the United States later recommended us several brands, hoping that we could make more authorized brands, and, of course, from a commercial point of view, we also hope to be able to operate more brands."

In Zhang Yongli's opinion, it is very important to choose what brand it is, because most of the brands they do not belong to the brand with full clothing background. They should use the term of authorized industry to define several brands they currently run, which should be called Lifestyle Brand.

It's not what it looks like.

The way brands are suitable for clothing.

"Some university brands like the United States were also in the range of our choice, but considering the fact that the university culture in the United States does not have the same soil in China, this cultural difference is more difficult for us to make the clothing of the university brand."

Jeep gave Zhang Yongli a different view.

Zhang Yongli felt that the Jeep brand itself had already surpassed the trademark category, and also surpassed the brand category, became the pronoun of the four-wheel drive vehicle, and the four-wheel drive vehicle represents a kind of life style and a life attitude in a sense. Therefore, these cultural attributes are also injected into the Jeep brand.

The spirit of Jeep has become a symbol of freedom and conquest in many people's eyes.

"I always feel that in the automotive industry, there are not many brands that can be authorized to make clothing. Jeep, Halley and Hummer are one of the few three authorized brands that are most suitable for clothing development. Their common characteristics are strong and profound brand culture and background, which makes the brand possible to extend to the garment industry."

Zhang Yongli analyzed his business ideas.

In twenty-first Century,

Also entered the era of automobile consumption, automobile culture began to affect the urban ethnic groups in China, so a high quality automobile brand has the related derivative possibility, the development of automobile related products is also a complementary thing to its own brand.

On the other hand, consumers are willing to buy cars with personality characteristics. They are more willing to pay for clothes that match their car brands, not only to show their individuality, but also to highlight their identity.

In a word, they dreamed of becoming the "Autobots" who had the same taste as their own cars.

"Our position on Jeep clothing is the same as that of Jeep cars. The consumers are 25~45 year old men. They are the elites in the working group, love their work, love their life, love nature, love the excitement of adventure, and pursue the pleasure of driving."

Zhang Yongli believes that such a positioning comes from the requirements of the brand licensing department of Chrysler in the United States. On the one hand, it is also a natural extension of the characteristics of the Jeep brand itself.

Do the right thing according to the location.

"We must consider Jeep's brand DNA, Jeep's strong and firm characteristics in clothing, such as sewing thread that we need to be more coarser and stronger, with wider stitches, and most of them are sewn by double sewing threads, as well as reinforcement with more junctions and force positions. This makes Jeep clothing more robust and rough, similar to Jeep style."

Say.

Perhaps due to the accuracy of early positioning, Jeep clothing was soon accepted by the senior white-collar workers in the city after entering the market in 2003: "facts have proved that our consumer group is very consistent with the consumer group we originally located, and their life characteristics and values are consistent with what we have set so that we can succeed."

As a trader, Zhang Yongli feels that making authorized brand is indeed the best way to enter the market quickly. If you build a brand, you will not only have a long life cycle, but there will be considerable risk for success. If you choose a good authorized brand, you can save a lot of time and cost in brand building, marketing and channel development.

"Frankly speaking, we haven't spent much money in advertising in recent years. We just participated in some cross-country club activities and got unexpected repercussions. It's the brand's own charisma. You can see how powerful this charisma is."

Shanghai and Rui costumes put forward a more stringent principle in the market distribution, that is, opening stores in mainstream shopping malls in major cities, seeking the leading position and opening the main counters. Even under such harsh conditions, many high end stores in China still take the initiative in finding them to set up counters.

"At the beginning, we set the goal of being the 40 main counters in the mainstream stores in the past 3 years. It's not surprising that even under such conservative and passive ideas, more than 100 counters have been opened in China, and more than half of them have been opened by means of affiliate."

By companies that know professional rules.

The brand licensing industry in the United States is very developed, and most large companies have special brand licensing departments. They specialize in the development of extended commodities in other fields. They will be authorized by different categories and regions. They have strict restrictions on authorized categories and regions. Different categories of companies authorize different enterprises to operate. For example, the Jeep brand has authorized clothing, shoes, photographic bags, backpacks, glasses and children's clothing in the country. Besides the clothing of Jeep brand in Shanghai's Swiss dress, Guangzhou's Jeep brand is authorized by Han sbor.

"The most important thing for an authorized brand is to find a company that understands professional rules.

And our company has always been mainly authorized brand, and has more experience in these areas, so it is easier to get authorization. "

Zhang Yongli said.

When choosing an authorized enterprise, the most important consideration is whether the other party has the experience of making the authorized brand, because the authorized brand is far more complex and limited than the development of a brand.

"If you haven't made the authorized brand, you have not prepared well and the professional authorized management personnel are prepared, so the risk and cost of rush to do an authorized brand is very large. I think the enterprise should consider carefully before deciding."

Zhang Yongli told reporters that each design and development of a style of clothing required to receive the Chrysler headquarters of the United States, the other side does not recognize the design of a product, you can not produce and sell, once the dispute, the consequences will be very serious; in a sense, to do the authorized brand is wearing yoke in the development of the market, to the product design, counters design, small publicity materials, packaging design, everything needs to be authorized by the authorized party.

In addition, the authorized party is also required for the growth of sales and sales outlets, including the sales guarantee and sales growth, as well as the growth requirements of the sales outlets will be written into the contract. In addition, the Licensor will also check the accounts regularly. The payment of the royalty should be based on the proportion of the sales volume. Generally, there is a minimum floor protection income. If the enterprise fails to reach a certain scale, it will also need to pay the royalty according to the bottom income.

In Zhang Yongli's opinion, if we want to make an authorized brand, the enterprise must first understand how to obey the rules, do not understand the rules of the game, and do not work according to the contract, it is easy to cause contract disputes. And the lawsuit must be an international lawsuit. For Chinese Enterprises, the cost will be huge, and the cost of time and money is unthinkable.

"The authorized contract is generally very small and trivial, and the authorized party is not always familiar with the development of some products. The most important concerns of the Licensor are the use of the trademark and the terms of the contract. Chinese enterprises should pay special attention to trademark and contract terms."

Because it has been authorized for more than ten years, Shanghai and Rui costumes have been "very old" in this respect. They have professionals who specialize in brand licensing affairs to take charge of this aspect.

Because of the unique vision and precise brand positioning, coupled with the standardized brand operation, and with the joint efforts of Shanghai Rui costumes and American Chrysler licensors, China's Jeep apparel has become the most successful case of Jeep authorized overseas operation.

Several points to be noted when discussing cooperation with foreign brand authorized enterprises:

When foreign brand authorizing parties choose domestic enterprises, they attach more importance to whether domestic enterprises have experience in brand authorization.

We should realize that making the brand of authorization is the development of the market with the yoke, the design of products, the design of counters, and the design of publicity materials and packaging.

The authorized party is not an authorized industry expert who is not interested in the technical problems of the authorized industry. The most concerned is the use of the trademark and the terms of the contract. Chinese enterprises should pay attention to these two points when they talk about the authorization contract.

How can the authorization fee be paid?

With regard to the issue of authorized fees, the prevailing standards in the clothing industry are based on annual sales rather than one-time fixed amounts.

The ratio is generally 3%~7%, and how much negotiation is needed. Generally speaking, the higher the proportion of the stronger brand, the more than 8% of the total sales.

However, the proportion of this provision is not static. If the authorized party develops rapidly, exceeding the expected target of the two parties, and having the potential to further expand the market, the authorized party is entitled to reduce the proportion of the provision. For the authorized party, although the proportion of the authorized party is decreasing, the authorized revenue will increase as the sales volume increases substantially.

For the authorized party, nor is there no sales pressure, generally both parties have a minimum sales protection income in the contract, even if the authorized party can not complete the sales revenue at the end of the year, the authorized fee should also be calculated according to the agreed proportion of the bottom sales revenue.