Look At The Characteristics Of Different Types Of Brand Agents.

In commercial real estate investment, communication with various brand agents is inevitable.

The brand takes advantage of agents' channels to speed up product distribution, and it also saves relative costs and controls the business risks of enterprises.

At present, with the intensification of market competition, the present situation of different categories of agents has undergone great changes compared with before, showing different characteristics.

What are they doing and how to do it? What is the latest development? How can we effectively link up and work hand in hand?

Secret: analysis of the characteristics of different categories of garment agents

The status quo of different categories of clothing agents

1, at present, many first-rate luxury brands have been withdrawn from agency. There is almost no agency phenomenon in the first-line brand brands. There are still some agency opportunities in the second tier brands.

2, there are not many agents active in major cities, and BELLE international occupies half of it.

As far as channels are concerned, this category of agents gradually develops towards shopping centers, but at present, this channel can not become the mainstream.

Many agents are in their own channels or in the form of street shops.

3.

The agents are divided into the trend leisure and the public leisure, among which the trend leisure is relatively small, and the pursuit of brand characteristics and reputation is relatively harsh in choosing brands.

4, compared with women's clothing, men's clothing (biased dress) brand itself is relatively small, and the monopoly of agents is relatively strong.

5, in the clothing industry, the number of women's clothing agents is the largest, but relatively dispersed.

6, at present, there are two major agents in the sports industry, namely BELLE international and Bao Yuan group. Now a lot of sports agents are in pition.

7, the agents of outdoor brands are mostly composed of agents and leisure agents, and are almost monopolized by these two types of agents.

8, at present, the monopoly of children's clothing agents is relatively strong. Basically, children's clothing market in a city will be divided by 2-3 agents. Each agent may represent 10 children's clothing brands.

Secret two: profit model analysis of agents

Many people regard agents as a mysterious group. How much profit does their agents have for foreign brands? For domestic brands, where are the profit points of these agents?

Foreign brands are stationed in China. The strategic layout is usually to set up branches in China's Beijing, Shanghai or Hongkong, and then develop branches' agents and then dealers.

The domestic brand directly eliminates the process of domestic branches, directly with agents, and then dealers.

Aim at

The cost of different links is accounted for by a person in the industry. For example, a brand is a Italy brand whose cost is basically 10% of the retail price, and then pferred to the branch of Shanghai or Beijing. At this time, the cost is 10% of the retail price, which is pferred to the branch of Shanghai or Beijing, and the cost is 20%-25% of the retail price at this time.

Of course, if the branch opens the store directly, its gross profit will be relatively large, but many brands will be pferred to the agent again. At this time, the cost will be about 30%-35% of the retail price, and the agent will be pferred to the dealer. The cost of the dealer is now 40 to 45% of the retail price. The price of the consumer's final purchase is already the price after the N pfer.

Of course, for domestic clothing brands, it eliminates the process of setting up branches in Beijing or Shanghai, and even in order to maximize profits, Brand Company directly crosses the agent and directly cooperates with distributors.

From the above table, we can see that for agents, if the brand discount is 3-5 discount in the mall, it will be a loss for agents or dealers, because in addition to the cost, they also need to assume the expense of shopping malls or shopping centers.

Secret three: how can agents find brands and through which channels?

For an agent, finding the right brand is very important. So what kind of channels do the agents use to find their own brand? For the time being, it is more and more popular for agents to use their contacts and seek brands abroad.

Looking for brand in foreign brand processing

At present, many agents pay more attention to international brands, and many agents also go abroad to find brands.

The largest international brand is often the best place to find brands. In Italy, a small village called CIVITANOVA MARCHE is known for its shoes. Most of the shoes made in Italy are produced from this small village. The village has only 60 thousand people. The whole village is made in the shoe industry. This is the real Italy made.

Of course clothing also has its own unique channels, for example, many will be looking for brands in some major processing areas.

Borrowing your personal resources

Many agents say that because they are in

It has been in the circle for many years, already has quite a lot of contacts, and has certain popularity and influence in the circle, so many friends will introduce themselves to the clothing brand, borrowing their own resources to find the right brand is a fast and relatively accurate channel for agents.

Participating in professional exhibitions abroad

Many brands go overseas. Apart from studying offshore markets, seeking the right brand is also the focus of the brand's attention, especially for the large garment groups in China.

Overseas professional exhibitions are relatively concentrated. The brand information in the exhibition is more comprehensive and relatively targeted and valuable.

Participating in domestic exhibitions

For the three tier and three or four tier cities in China, participating in domestic exhibitions is a very important channel. Many agents say that they will participate in large-scale domestic clothing exhibitions almost every year and look for some cooperation.

Reporting through the Internet and professional media

Through professional media coverage is the main channel for agents to obtain product information, and the butt between upstream and downstream of brand agents is relatively blind. Many agents say that they will also pay more attention to professional media coverage. There may be hidden opportunities behind every report.

After the media reports have a certain understanding of the brand, these agents will go to the brand for field visits.

Secret four: how many brands are agents best?

Multi brand competition for single brand

The development mode of agents basically has the following categories. First, integrated agents, spanning multiple product categories and multiple brands of carrier agents, two are professional agents, only agents of a category of products, three is dedicated agents, agents only a brand product.

If the agent is a single brand, many people will think that the company has no strength, many agents, many of them are faced with the problem of limited inventory and energy. An industry insider who often works with Rui Yi said that when agents and channels are mature, there is no difference between a brand and a proxy brand.

However, some people say that if agents are too many brands, it is hard to divide the energy equally among each brand.

In addition, the more brand the agent has, the more pressure it will be faced with. The more pressure the inventory pressure is, the more brand the agent will have. Each agent will have more pressure on the inventory. This is a problem that the agent must consider before acting as a new brand.

Different types of brand selection agents are different in standards.

Through the investigation of many different categories of agents, international brands generally prefer to cooperate with the agents' brands, and the relatively powerful agent giants cooperate. Some brands with rising momentum and potential development will prefer agents with 2-3 brands in the market.

It has certain connections and channel resources, and the brand development potential and reputation are relatively valued.

Most of the agents with relatively weak backgrounds and qualifications generally cooperate with new brands with potential for development.

Secret five: what are the agents thinking now?

At present, the economic situation is not very ideal. Many brands are relatively conservative in terms of channel layout. What changes do they have in the new economic form? What are they more concerned about?

Three changes of agents nowadays

Online platform

At the moment, it seems that who does not talk about the electricity supplier means outdated, e-commerce directly impact the offline platform, of course, also has certain impact on agents.

In fact, 90% of agents will pay attention to online channels.

Electricity providers mainly use prices to attract consumers. If they do online, Brand Company does not need agents.

At this point, many agents want to create an online platform in their agent area to attract consumers in the region.

For example, in the area under which you are responsible, you can get goods under the single line under the line, so as to enhance interaction with consumers and seize consumers in their own area.

Create independent brand

Many agents have mature channels, extensive contacts, and abundant resources.