Matters needing attention in joining men's wear agency How to be a successful men's wear brand agent
With the deepening of fashion in the clothing industry, people's demand for clothing is no longer just "good quality and low price", but more to meet their own taste, taste and spirit. Clothing brand has become a symbol of people's professional characteristics, life taste and status, and a "silent business card" for modern people. Brand has become a passport to enter the clothing market.
"Like the strong wind in spring, it blows at night and blows open the petals of ten thousand pear trees." Since the early 1990s, clothing brands have mushroomed. The original clothing wholesaler has gradually become a brand agent. Why do wholesalers become agents? The so-called "doing for the benefit" is of course benefit-driven!
In essence, it is also the market advantage of brand joining.
A large number of facts have proved that market wholesale is not only inferior to brand agency in terms of risk coefficient, profit rate and market competition, but also shows that it is near sunset from the analysis of macro-industrial development trend. golden road, who is engaged in brand agency, is a clothing seller.
Many economists have also written books and done a lot of analysis and argumentation.
Since the brand agent has money and a bright future, what can be done to be a successful brand agent?
Matters needing attention in joining men's wear agency How to be a successful men's wear brand agent
Simply put, it is to wait for the opportunity and do what you can. The so-called "machine" and "strength" are the necessary conditions for the success of brand agency.
At present, most clothing brands adopt franchising business model, and franchising is also the most successful marketing model. Therefore, to be a good brand agent, agents must first understand the rules of the game of franchising.
The core of franchising is unification, which is a replication process of a successful model. It is not only commodities that are allowed to act as agents, but the whole model, including brand logo, store name, trademark, business standards, quality standards of products and services, business policies, etc. , must be carried out in accordance with the headquarters of a full set of models. Moreover, this whole model is a successful model, which has absolute scientific and market advantages and has been proved by long-term practice. If the agent can't understand and implement the essence and requirements of the model, the market advantage of the model can't be reflected. No matter how good the brand you represent, it is difficult to make money, not to mention multi-brand agency, which is tantamount to raising a few more "black sheep."
Therefore, after selecting the brand of the agent, the agent must deeply and seriously understand the business model, business philosophy, brand culture, brand characteristics and brand market positioning of the headquarters; Strictly follow the principle of "unification", develop and spread the market in the jurisdiction, and ensure that the market in the jurisdiction is consistent with the requirements of the headquarters at all costs, so that you can seize all the favorable resources of the brand and make the brand your cash cow.
Of course, understanding franchising is only a preliminary ideological understanding, and more importantly, implementation. Whether it is the unification of "one thousand stores" or "nanny-style" terminal maintenance, there must be a strong organization and team to implement it. This requires agents to "corporatize", establish and improve the operation organization, cultivate a marketing team with comprehensive quality and professional business, truly undertake the construction and maintenance services of the terminal network, ensure the healthy and benign development of the terminal network, and give full play to the brand marketing efficiency.
The so-called maintenance service requires provincial agents to actively assist and urge the terminal to fully implement the marketing model of franchise brand monopoly and strictly abide by the "unified" franchise principle; Constantly maintain communication and exchange with the terminal, and assist in solving the practical difficulties of the terminal in time; Accurately grasp the characteristics of the mixed market state of sensibility and rationality, guide the terminal to make full use of the resources and advantages of brand monopoly and strive for the largest market share. Only in this way can the terminal deeply appreciate the charm of the profit model of brand monopoly, consciously safeguard the joining route of the terminal, and unite faithfully under your brand.
Besides, you should master several basic qualities.
First, scientifically and reasonably plan and develop the market:
Some agents unilaterally pursue the number of franchise stores, blindly expand and blindly pursue the horizontal growth of performance (that is, the growth of the province's total performance), regardless of the vertical growth of single store performance; Merchants joined us without any investigation and study, and everyone came. As a result, the sales terminals opened are chaotic and mixed. After a few years, I spent a lot of effort, even began to shrink, and then began to complain. It's called quick success, killing the goose that lays the golden egg, no way back. This kind of person lacks the overall vision and long-term vision of grasping the market and has no systematic marketing strategy.
After choosing a brand to join, agents should first understand the business model, business philosophy, brand culture, brand characteristics and brand market positioning of the headquarters. Then, according to the exact information, the market in the jurisdiction is strategically planned. Just like a general on the battlefield planning the territory to be captured, we should formulate a construction strategy with overall and long-term development and conscientiously implement it. With a good construction strategy, investment promotion can be carried out in an orderly manner. Merchants must ensure good quality, strictly choose franchisees, don't be eager for quick success and instant benefit, and bury future trouble for yourself.
After the investment is completed, it is necessary to track and maintain it in time, supervise and assist the terminal to strictly implement the joining mode. Some agents just want to be quick, thinking that everything will be fine as soon as the terminal is opened, and they will make a profit; So I ignored it and let the franchisees play; As a result, we can see that the hard-laid network has everything from selling dog meat at sheep's head to trading in the Red Flag Eight-nation League and changing careers in four seasons. Some agents turn a blind eye to the unilateral pursuit of immediate sales. As long as they pick up the goods, the more the better, and everyone is welcome. Don't say that the image is unified, even the brand monopoly can't be guaranteed. In this way, there is no essential difference between selling goods on the ground and engaging in wholesale. The brand appeal created by the headquarters has gradually decreased in the local market, and the market advantage of franchise brand monopoly has disappeared. It not only seriously affected the brand's image in the local market, but also set an insurmountable obstacle for the subsequent development of the market. Developing the market in this way is tantamount to digging your own grave.
Second, learn to order and purchase goods scientifically;
How to make a scientific order should be based on objective facts and draw conclusions through scientific analysis.
Ordering food is like treating guests. When ordering food, you must first understand the tastes of diners. Not only should we invite people to eat well, but we should also invite people to eat well. Our provincial agents are guests' hosts, and they invite every store under their command.
First of all, in terms of appetite, you should know what they need to eat. This requires every agent, first of all, a shop display expert, followed by a smart buyer. You must be clear that the best display scheme for each specification of your store can be divided into several areas, what goods should be displayed in each area, and how many series, styles and colors these goods should have. Commodities include main sales, concept commodities, color matching commodities, etc. And how to allocate their proportion is very learned and scientific. Therefore, if you want to order scientifically, you must first understand the importance of basic display, and then plan your display content with the brilliant eyes of professional buyers, that is, choose goods.
The choice of goods should be based on the local cultural environment, fashion trends, consumers' interest, habits and characteristics, and the goods should be scientifically distributed to all subordinate stores with the eyes of a smart buyer. Buyers must be able to accurately grasp the local fashion trends, clothing preferences, consumer psychology and so on. If they are not sure, they can also explore and train buyers in franchisees and shopping guides; Smart buyers are really important for ordering. With professional buyers, the problem of what to eat can be truly solved scientifically.
The problem of what to eat is solved, and then the problem of how much to eat. That is, how to eat enough.
First of all, you have to find out how much everyone eats and how many meals are needed to make everyone full. In other words, before placing an order, you must find out how many stores you have and how many goods each store should need for the best display; In addition, how many stores should be opened this season and how many goods need to be added to ensure the best momentum of opening and operation. Combine the basic display of each store with the scientific analysis of the previous sales situation in the same period, and finally determine the basic quantity of your order. Only in this way can you make a jiaozi for the blind when ordering food, and you have a good idea.
Some people may say that there used to be a lot of inventory. If I purchase the goods according to the order, I may not eat the front, but also take care of the back; If the inventory risk increases and forms a vicious circle, it will be even worse. At first glance, this seems to make sense. But careful investigation is wrong.
We know that products must be centered on market demand, and everything must be oriented to meet market demand, so as to improve sales performance and gain profits. We also know that clothing management is a perceptual economy, and products should keep up with fashion trends. Last month's out-of-stock goods may become unsalable next month. If you have been eagerly expecting the pity of consumers with dead goods, then you will become a corner forgotten by consumers. Therefore, when dealing with overdue goods, we must be decisive, and we must move the knife when "there will be no delay". From slow sales to dead goods is your loss process; If you move your knife early, you will often lose less, and new products will be put on the shelves soon, so that the transaction volume will increase, the cargo flow will be maximized, the profit will be maximized, and the inventory risk will be eliminated. Therefore, we should try to avoid dead goods, and never let "dead" goods block the financial path of "live" goods. Otherwise, you are really "reckless".
Of course, the data management system of purchase, sale, storage and adjustment is also essential for scientific ordering and stocking, which is also a necessary condition for a successful agent.
Generally speaking, to be a brand agent, you must really understand and implement the rules of the game of brand joining, and strengthen the implementation effect through corporatization; Develop the market and build the network in a planned way, and truly achieve "one thousand stores" and "nanny-style" terminal maintenance; Use scientific ordering and scientific stocking methods, and skillfully use the system of purchase, sale, storage and adjustment to avoid risks and promote sales. When your time is ripe, your strength will initially be available. At this time, you can easily carry out multi-brand agency, and each brand will be your cash cow.
In fact, there are many "cash cow" professional households engaged in clothing brand agency now, but I wonder if it is your turn at the next moment?