What Are The Current Problems Of Clothing Agent Franchisees?

Huang Zhaohui, general manager of Beijing Jun Si Zhuo Brand Management Co., Ltd.

At the most time, more than 10 brands were represented.

There is no shortage. It is very easy to enter the shopping mall, but it is difficult to sustain it, and the profit is not high.

On salon, she pointed out that now the international brand has already felt that the significance of opening a shop in a high-end shopping mall in China is not big, and the income is not high.

Early looking for partners is to see if you have good channels. Now it depends on whether you have a good operation team to see your channel resources in the two or three line market.

"Now most brands have no profit in the first tier market, and most of the profits are generated in the two or three line market."

For the agent international brand, Huang Zhaohui also hoped that through the form of joint operation, the brand side would provide products, and he was responsible for the development and operation of the channels, while the department stores could provide venues and decoration, so that everyone's pressure was not great.

For the agency's new brand, she said she was more cautious, rather than acting in the form of proxy, but trusteeship.

Huang Zhaohui believes that at present, the international two or three line brand is still very difficult to enter the Chinese market, but with the gradual promotion of the integrated store mode in China, it will be better in the future.

At present, department store sales are still the mainstream, and buying shops are still very difficult to operate.

Luo Yong, marketing manager, Dongguan search special Co., Ltd.

The key to whether a store can be accepted by the domestic people is to see the brand, including brand awareness, product quality and product sense.

Luo Yong, marketing manager of Dongguan search special limited company, said.

Therefore, in her view, it is very difficult for foreign two or three line brands to enter the Chinese market, because the purpose of agents to make foreign brands is to make use of their reputation, which is recognized by ordinary people, but in terms of quality and style, the domestic enterprises themselves can achieve the same level.

Therefore, we must do the first line of foreign brands, otherwise it is better to do their own brand.

She said that as a party B, whether she is willing to make a brand is mainly to see whether he can find a profit point, see Brand Company's team, product design, operation concept and so on.

In recent years, the strength of Party B is more powerful than that of Party A.

So it can be seen that Semir launched a policy in 2014 to "change 10% of the goods for customers". This is because Sen Ma Chao realized before that "the river is full of water and the river is full". The clients (agents) can earn money to earn money, and customers can find the profit point before anyone will be willing to make the brand of the company.

What foreign brands are looking for as agents in China is most afraid of Chinese imitation. For example, if they get the authorization of foreign brands and complete the five certificates, they will not order foreign companies, but they will change labels from Dahongmen. On the other hand, Chinese agents are afraid that foreign brands will kick us after opening the Chinese market.

Therefore, these two aspects are the problems faced by foreign brand agencies.

In the past, domestic department stores wanted to introduce international brands to support appearances, but also to attract investment and attract customers. However, as China's anti-corruption efforts intensified, the impact of big brands which were very dependent on "card consumption" was the biggest. Many domestic shopping malls have not "caught a cold" on international brands.

Liang Li, manager of Beijing Jia Jia Qiang Trading Co., Ltd.

Liang Li, the manager of the company, said that the current status of clothing distribution agents in China is a vicious circle: the general generation - the provincial generation, but the province does not pay the total money to the general generation on time, and the general generation needs to pay for the factory.

For this reason, the company has recovered several provinces in this year.

In the future, the company will gradually recover all provincial agents and set up their own branches directly, so as to put their capital in their own hands. But at the same time, they should make use of past provincial agents' resources in the local shopping malls, and divide them into their 3%-5%.

Yao Ying, general manager of Beijing long and Sheng Yuan Trading Co., Ltd.

The company has represented many brands, such as wolf claw, OZARK, Husky and so on. Yao Ying, general manager, said that after the Chinese retailer opened the Chinese market, the international brand would have to recover the agency and operate it sooner or later.

So the wolf claw China's Shanghai Generation Asia Business Co., Ltd. is still doing its own brand "husky", and agents are now helping Lian Ya make "husky" brand, but in fact, all "husky" shops are not profitable.

In addition, international brands have accepted orders for half a year in advance, and agents are currently making money with one hand and taking the goods with one hand. The inventory is very high. Agents need to make profits by selling new products to make up for inventory losses.

Therefore, brand support is most needed now, including product promotion and exchange.

Du Qiang, general manager of the Beijing Beijing Meiling Asia Trade Co., Ltd., also said that at present, the income of retailers is rising below the speed of cost rise and profits will decline. Meanwhile, the inventory problem is also rising. It is not that retail is not making money, but because of the increase in inventory and fees, the profit margins have been squeezed.

Du Qiang hopes to get more support and subsidies from the head office policy, such as support for returns.

The current situation is that agents often do not have the right to speak, and companies make policies, and agents only fulfill their tasks according to their requirements.

In this regard, Huang Zhaohui said, for foreign commercial brands, should not only sign proxy, but should set up a company in the country, including joint operation, cooperation, buyout years of brand management rights and other modes.

In this way, because the agent owns his own shares, he will not do his own brand as much as Lian Ya. On the other hand, due to cooperation, replenishment and other issues can also be resolved, and the right to speak has also been raised.