Growing Pains Of Brand Clothing Agents

Brands think agents are brand In the process of making the most important driving agent, the sales terminal thinks that the agent is the fatal key to determine the sales effect. The agent is both a chess dealer and a chess player for sale terminals. The most important part of such a middleman is embarrassment. In the process of growing up, they are faced with one difficulty after another.

Eggs and baskets are still problems.

"Don't put all your eggs in one basket." almost every businessman understands the truth behind this sentence. For agents, in recent years clothing With the increasing number of brands, consumers' loyalty to a single brand has been greatly reduced. Agency risk Increasing the number of multi brand agents seems to be an inevitable choice for agents. However, keeping a business is far more difficult than starting a business. There are also many disadvantages in many brand agents. "Different brands require different image presentations and different operation systems, which also increases the difficulty of management. For agents with relatively short working hours and not yet mature channels, they are faced with great risks. Liu Shiwen, general manager of Beijing billion Fashion Trading Co., Ltd.

What should a multi brand agent do? Is it acting multiple brands or acting several different brands?

Ma Liping, the agent of Tianhong clothing city and the agent of sweet show shop, thinks that the success rate of several similar brands at the same time is large: "many dealers and consumers are selling goods in the same brand, and find the most cost-effective products. The best way to deal with this situation is to get rid of the same brands," said Ma Liping. In this way, the volume of orders may be relatively reduced, but the total amount of scattered orders will remain unchanged or even increase. Secondly, agents need familiarity with a type of brand operation for a certain period of time. Familiarity with a type of operation should be used to make this type of garment bigger and bigger. Most importantly, the downstream channel of agents is relatively fixed. "My downstream stores are all ladies' wear dealers, and the familiar channels I have opened up are in line with the brand of my current agent, that is, the ladies' clothing brand, so if I want to re represent the new brand, I definitely need to use the familiar downstream channels."

Xia Zewen, general manager of the ever-changing space clothing sales company, has a very different set of business practices -- complementary multi brand agents. "The winter is warm and the down jacket is not easy to sell, and if you act as a cashmere coat at the same time, you can pass away this winter safely." Xia Zewen explained the concept of "complementary multi brand agent" in plain language.

Xia Zewen began contacting clothing retailing in 1987, and began acting as a clothing agent in 93 years. Now, he has developed a clothing store which sells fifty or sixty clothing brands at the same time -- changing space. For the collocation and choice of clothing brands, he also has his own unique view: "summer Guangzhou brand tops and T-shirts sell well, winter Shishi's winter clothing is stronger, Wenzhou's woolen dress, Zhejiang Shanghai's exquisite new fashion, northeast clothing warm best. It is impossible for a brand to do all kinds of clothes. I only choose one or two strong products in every brand, and then combine all the strong products together to form a big store. This strong combination makes the space more powerful and the profit pattern is very stable.

　　 Disagreements with brands

Whether the new brand that just took place or the relatively mature brand, agents and brands will encounter many conceptual differences in running in, which is the biggest obstacle to the development of agent business.

For the new brand risk, Kong Honggang believes that the biggest uncertainty comes from the unsustainability of brand expressiveness. The agent is ready to represent the new brand. It must have seen many of its bright spots, and whether these bright spots can continue to exist has become a problem of many agents' concerns. When an agent wants to operate a brand with intent, if a product loses its bright spot in a short period of time and there is a big failure in the market, the agent will get into trouble. This situation is rooted in many aspects of the enterprise, such as team design power, production capacity, operation stability, and the subsequent development direction of the enterprise, that is, what aspects it wants to do and how much energy it will use to do it.

The quality of goods is also a headache for agents to contact new brands. Some new brands are not trustworthy enough. There is a big discrepancy between the model and the actual goods they receive when they go to the order. For example, the details are not in place or pilling quality problems can not be handed over to the customers below, and the manufacturers are evasive. The agent is in a dilemma.

If the brand of the agent has already had a considerable market position, there may be some differences between the agent and the brand. One situation is that agents can not keep pace with the development of brands, and there is a case of interest disputes. Kong Honggang believed that when differences arise, the first situation is usually more. He thinks that the market has division of labor, and the management of brand dealers is also humanized. Generally, the agency will not be deprived of interests because of disputes of interests. Therefore, if we can actively cooperate with the manufacturers' actions, the situation of agents will not be very difficult. But Kong Honggang also thinks that agency is just a process of clothing sales, and agents often face the risk of being repossessed. The development requirements of branding are increasing, while some agents have established their mature local sales channels, and the strength of their continued development in the region has begun to saturate, often when agents can not keep pace with manufacturers. How to reconcile this contradiction has been troubling both sides.