Where Will The Online Agent Go In The Era Of Diversified Channels?

No doubt, even in the "channel is king" and "win the end" today, the agency mode is still the first choice for most garment enterprises to establish distribution channels.

But at the same time, as the market continues to change, especially under the impact of the financial crisis, some garment enterprises seem to realize that the "direct mode" that can maximize profits is the "King's way" for development.

In recent years, the collective effect of the fast fashion brand in Europe and the United States has been a hot spot in the apparel industry. Metersbonwe has spent 5.17 yuan in the first half of 2009 to open up a large number of Direct stores. YOUNGOR has reduced the original 3000 stores to 2000 homes and increased the proportion of direct outlets. Steve&Vivian, after less than two years of formal operation, has opened nearly 20 stores in the first and second tier cities of the country, including the seven wolf campaign, which has also started intensive cultivation of channels, and the practice of establishing a branch with local agents to strengthen the channel control rights, and so on, and this trend is becoming more and more intense. In addition, ZARA, H&M, GAP, etc.

At the same time, with the acceleration of industrial upgrading, some emerging channel models have sprung up, and burst out strong vitality with their unique advantages, such as the hot selling network, and the rise of TV sales, mail order sales, and brand chain direct selling stores. One thing is sure that the era of diversification of the channels of loading industry has arrived.

Against this background, as a tradition

How will the fashion agency mode go from here? Can it withstand the test from all sides and continue its hegemony? What causes the brand operators to stay away from the agents in the current market situation? What are the effective ways or means to achieve the binding of the interests of the two parties? Will the agency mode disappear in the future? Which channel will become the mainstream of the future? A series of problems have aroused people's renewed concern about this group of agents.

As far as the Chinese market is concerned, the agency distribution mode will still exist and play an important role in a very short period of time.

After all, the Chinese market is very huge in terms of territory and capacity, and the regional differences are great. The resource support and risk sharing of agents play a vital role in the rapid establishment of the brand kingdom.

Moreover, most of the domestic brands have been built for a short time. Many brands are strong and hard working. They lack market operation level and resources. They lack sufficient strength and conditions to directly manage and operate the national market.

Therefore, many

With the resources and strength of high-quality agents, the status of the brand kingdom will still be maintained.

Facing the channel

The impact of traditional agents should be changed.

On the one hand, we should set up self operated stores more strategically to increase the survival chips, at the same time, strengthen the management level of terminal retail, enhance the competitiveness of terminals, ensure that the share will not drop and rise; on the other hand, we should strengthen the management of traditional channels, study the characteristics of new channels, firmly grasp the channel resources and formulate strategies to cope with them; at the same time, we should open up new channels of resources and carry out multi-channel operation to improve their performance.

Or, conditional agents can also develop complementary multi brand agents, reduce dependence on a single brand, or combine with other regional agents to create their own brands.