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The Confusion Of Multi Brand Agents Of Clothing Begins To Worry About Failing To Find Shopping Malls.

2008/8/13 15:57:00 60

Wang Jiageng is the general manager of a clothing brand agency. Now he has got four brands in the southwest region, and will increase to six by the end of this year.

But he did not have much excitement.

On the contrary, he encountered new problems.

"We can't find brands before, but now we have several brands, and we are worried that we can't find shopping centers."

"There is no way out, there is brand, no field, there is no place, no profit."

Wang Jiageng thus describes the current predicament.

After all, the channels are limited. If the brand agencies continue to win the brand agency right, they will encounter the same problem as Wang Jiageng: they will not have enough money to meet their needs, especially if the products are very demanding for the terminal, such as clothing, how can we find a good sales terminal for the agent's brand?

The emergence of multi brand agents

With the gradual refinement of the division of labor among channel members, it is becoming more and more difficult for small and medium-sized garment enterprises to build their own scale marketing network and develop continuously.

Independent multi brand regional agents have gradually surfaced and become the forerunners in the circulation.

Because they hold a large number of brands in their hands, the bargaining chips will be even higher when they enter the shopping mall and other retail channels.

"The cornerstone of a brand is much more stable.

The location of shopping mall, the choice of Brand Company and the cost of operation can be effectively controlled.

Wang Jiageng thinks so.

Franchised stores and brand agents compete against each other.

Many brands run at the same time, but also the competition between manufacturers and distributors. Monopoly is the desire of manufacturers, and multi brand management is the purpose of distributors. Multi brand agents will be the main trend of sales.

As Mr. Li Kai Luo, President of blue international, said, "acting as multi brand is the dominant factor.

This is the reason for putting eggs in multiple baskets to reduce risk.

For clothing agents, this way can also be used to reduce risks and increase revenue points.

Founded in 2003, Beijing Oriental Century yuan Garments Co., Ltd. has the market operation right of more than 30 denim brands.

"China's geography, humanities, consumption habits, competition and many other differences lead to the formation of a regional market pattern. If manufacturers use the mode of production, supply and marketing, the establishment of branches or sales outlets across the country will cost a lot of money and energy, and the market can be opened quickly through professional agents."

Cai Fengyu, general manager of the company.

Brand dealers use the sales network already owned by agents and perfect logistics distribution to push products from the production line to the market in a short time, so that manufacturers can focus more on the design, production and development of products, so that the sales of agents can be more specialized.

Professional regional market agents not only sell products, but also provide first-hand market information to manufacturers, thereby enhancing communication between production and market and truly market-oriented.

"Manufacturers focus more on products, and we are good at doing the market. We are only selling platforms, not involving production. The two sides take advantage of each other's strengths and complement each other's strengths. What we need to do is integrate industry resources."

Cai Fengyu said.

The more the proxy brand is, the better.

Multi brand agencies need to give clear positioning to themselves and obtain certain channel advantages. Different brands, different values and different characteristics have different characteristics of their products.

And the development of Wang Jiageng's company is not mature enough, and the channel advantage is not obvious, so the problem of shopping malls can not be found at the beginning of the article.

At present, Dongfang century yuan has represented more than 30 denim brands, but sales volume, brand positioning, style and style of brand and brand will not be repeated. They are subdivided according to the price, style and consumption orientation of the agent brand.

On the one hand, the products are divided into three grades: high, medium and low, according to the first and two level markets. On the other hand, according to the difference of style, style and plate, the products are planned separately.

In addition, the requirements for brand franchisees are different. There are varying degrees of standards in terms of financial strength, management level, location of lots, and degree of decoration of stores.

Although the Oriental Century yuan has represented more than 30 denim brands, each brand has an independent brand marketing development team, which is responsible for the early market development and market maintenance of each brand.

Nowadays, there is such a strange phenomenon in the clothing retail market in many places: the department store brand is mainly concentrated on a few agents. It is said that the most people have more than 30 brand regional agents.

On the one hand, agents with multiple positions are limited in energy and are not good at making every brand. On the other hand, the high concentration of brand agents will undoubtedly weaken the bargaining chip of commercial developers and increase the difficulty and cost of investment.

This will undoubtedly add to the fierce competition for commercial real estate developers.

For brands, they don't really like agents being distracted by too many brands.

Agents can act as multiple brands at the same time to avoid risks, which makes their loyalty to brands and the concentration of their operations greatly reduced. This may destroy the business opportunities of brands in new markets.