Direct Camp Origin: "Raising A Mother" Is Not As Good As "Giving Birth To A Mother".

In April this year, the underwear brand MIMI and maple Lotus brand 2014 autumn and winter orders will get a total score of over 100 million yuan, and the order amount has doubled over the past years. The number of orders and the number of joining agent customers has soared, and more than 1000 professionals have attended the meeting.

Although the order of the brand will achieve great success, Xu Jiahui, manager of the Promotion Department of Feng Lian Group, said that MIMI will gradually open up the direct market in the future.

Recently, reporters frequently heard with many knitting enterprises.

Two words, no matter in the agent system, the high-end men's underwear brand, Batya, is also a high-end women's underwear brand MIMI, which has won excellent results in nearly two phases. And the Shanghai women's wear brand Prolivon, which has always insisted on direct selling, has been told to reporters by its brand leader, compared with the agent system, they are more interested in direct camp.

In this regard, what is the lack of agents, so that these knitting enterprises are beginning to face direct camp?

The love you gave is not loyal enough.

"The loyalty of agents to brands is difficult to stabilize. They often act as agents of multiple brands, resulting in incomplete sales in the final sales process. They can not be sold in accordance with the agreed brand publicity standards. The brand side can not impose or restrict the implementation strategies of agents. Therefore, although the sales performance of agents is obvious to all, we are not very sure about the extent to which agents can propagate the brand."

Xu Jiahui said.

The problem of loyalty is the distress of many underwear brands. Agents often adjust the purchase ratio of each brand according to the sales situation of each season's agent brand, they care more about which brand can bring more benefits to themselves, rather than how to help brand marketing and promotion.

When giving feedback to manufacturers, agents will also hide some information intentionally or unintentionally, so as to control the information acquisition situation of underwear manufacturers and take a more active position when ordering.

"The most direct defect of the current agency system is that manufacturers can not directly access to the terminal market, and can not directly receive consumers' feedback and demand, and the production of enterprises starts more from products rather than from the needs of consumers.

From the perspective of product development, we have begun to change our thinking, get to know more about the needs of consumers in the market, and explore more and more about the consumer's demand for underwear.

Liu Lvzhou, general manager of Guangzhou Ba Di Europe Garments Co., Ltd., told reporters.

"Raising a mother" is not as good as "giving birth to a mother".

"It does not mean that the sales performance of agents is not satisfactory, nor is the market coverage inadequate."

Xu Jiahui explained: "the reason why we are determined to make MIMI go direct is mainly to maintain the brand image of MIMI."

As the high-end underwear brand of maple lotus group, MIMI's French elegant style has been favored by many consumers, and has maintained a unique style in the high-end underwear market dominated by European and American sexy.

"The most important core value of MIMI lies in its image. Only by doing direct battalion can we grasp the last market segment and maintain the image of MIMI in 100%.

And agents sometimes consider their own interests and their own values.

The cultural understanding is not enough, and sales links do not attach importance to publicity and implementation in this area.

"We must insist on direct shops to ensure the service quality of each store and the publicity of brand culture."

Xu Bin, deputy general manager of Shanghai textile fashion industry development Co., Ltd., told reporters that "as long as he insisted on the middle and high grade product line, he did not win by quantity.

In China, our goal is to set up 30~40 Direct stores, and strive to achieve sales of 6 million yuan per store.

It is understood that last year, a direct store in Shanghai has made a sales target of 5 million yuan.

"To achieve the goal of 6 million yuan single store sales, direct camp is one of the biggest guarantees."

Xu Bin said.

Only direct camp, for their own brand, enterprises will spare no effort to do well in brand culture and sales terminal services.

As a "nun" agent, I am afraid that capital preservation is the ultimate code of conduct. They will not invest too much energy in promoting brand culture.

Direct battalion is a trend, but teach students in accordance with their aptitude.

Some people may be curious that the heat of this order will become accustomed to the underwear brand Maple lotus that has entered the market earlier. But for the MIMI of the newborn, although it only held two orders, it already has the style of a rising star. But for He Fenglian group, it will be the MIMI planning route instead of a mature agent mode.

Although it seems a safer choice to turn a mature underwear brand into a direct battalion, in the initial stage of marketing, it is necessary to uphold the publicity of brand culture so as to better carry out the service quality of underwear brand and let consumers experience it in the early purchase experience.

"In fact, for a knitting enterprise with more mature brands, direct battalion is a trend, but we should teach students in accordance with their aptitude.

It is in order to ensure the French style and high-end brand culture of MIMI, so we must insist on starting the road of direct camp.

And the market image of maple lotus has been more mature, so the effect of turning direct battalion is not better than that of MIMI.

Xu Jiahui said.

At present, he is still a principal agent, but he also has some feelings about the disadvantages of the agency system: he is not close enough to the market, and he is not good enough to keep pace with the market.

Liu Lvzhou said: "in fact, direct business or agency system is a channel strategy in business mode.

There are many ways to develop the channel. For the underwear, it is more suitable for compound channels.

The so-called complex channels, including not only the combination of stores, but also franchised stores, stores, and so on.

Factory direct operation is also a new attempt for many brands, and it is also a reflection of its own outlet.

"However, the risk of this channel will be more pferred to the manufacturers, and the pressure of funds and management pressure will be directly borne by the manufacturers.

In addition, the co-existence of direct and agent needs balance between the interests of agents and the inevitable competitive relationship.

This is a challenge for manufacturers.

It is necessary to deal with the interests of all parties so as to ensure the smooth landing of the market strategy.

All these require manufacturers to have the ability to integrate internal and external resources, so as to build direct channel. "

Liu Lvzhou said.

"We need to strengthen the in-depth communication with agents, understand the market through in-depth understanding of the market, analyze the demand, and form real cooperation and entrepreneurial relationships with agents, thus ensuring the pmission rate of information and the accuracy of communication. This greatly helps us avoid the defects caused by the traditional agency system."

Liu Lvzhou believes that "we are always on the path of innovation. We have been exploring the development of differentiated products and the innovation of business models.

We have also done rigorous and meticulous research on the direct channel, and we hope to grasp the market demand and grasp the needs of industrial development, so as to create a direct channel which is more in line with the industry and more suitable for the development of underwear. This is what we are concerned about and what we are doing now.