Agency sales refers to a sales method in which circulation companies sell goods on behalf of production companies within the agency authority and obtain income. The agency system is a highly transparent and direct marketing model. Some foreign agents are also called dealers.
This model has obvious advantages in the early stages of product market development, mainly reflected in: low operating expenses; low investment in sales network construction; low requirements on sales management capabilities; it is conducive to rapid development of companies in the rapid development period Sales market and increase market share. In the early stages of development, domestic clothing brand companies mostly adopted an indirect sales model based on the agency system due to their weak economic strength and imperfect sales network.
However, with the expansion of the company's business scale and the continuous improvement of the company's market share and market position, the inherent shortcomings of the agency sales model have gradually emerged, mainly reflected in: insufficient control over sales channels ; The response to market demand information is not fast enough; the unified planning of the brand image is difficult to fully implement; the turnover of commodity funds is slow; the agent is given more profits and at the same time bears the promotion expenses. As the company's brand strategy continues to advance, the agency sales model has certain constraints on the further improvement of the company's brand image and the integration and improvement of sales channels. 2. Marketing outsourcing model
The emergence of marketing outsourcing was first inspired by outsourcing forms such as production outsourcing, personnel outsourcing, design outsourcing, planning outsourcing, and logistics outsourcing, and was born in the process of integrated marketing. Its main connotation is to outsource the company's marketing business to a third-party management consulting company that has the ability, strength, professional background, and successful cases. The third-party project consultant will send executive assistants to work in the company. The project consultant must have many years of practical experience in marketing management and rich theoretical knowledge of marketing. They are senior professional managers or consultants in the industry. Most of them have the most authoritative industry consulting, successful marketing cases and extensive contacts in the industry. They use their knowledge and wisdom to integrate the most advantageous marketing resources, formulate marketing strategies that are most suitable for outsourcing projects, and achieve marketing goals that cannot be achieved by the company itself. Marketing outsourcing is suitable for the following small and medium-sized enterprises:
1. The enterprise temporarily does not have marketing talents and capabilities and needs to use third-party resources to quickly open the market.
2. When investors from other fields or industries first enter the unfamiliar market environment of the apparel industry.
3. The enterprise is still small in scale, with average sales performance and poor profitability. It is temporarily unable to hire professional managers or professionals to achieve marketing goals.
4. Major personnel shocks occur within the company, such as the collective job-hopping of middle-level sales cadres led by senior leaders, resulting in a vacuum in marketing management or a large-scale gap in marketing talent.
5. The early stage of the company's transformation from the previous OEM and OEM models to its own brand.
6. When the company’s sales performance growth rate is lower than 20 for three consecutive years.
7. When the location of the company and the employment environment are particularly poor. 3. Franchise chain operation model
Strictly speaking, franchising is one of the chain operation models, but since there is not much difference between the two, people are used to treating franchising and chain operation as the same thing. my country's "Commercial Franchise Management Regulations" clearly stipulates the definition of commercial franchising: Commercial franchising refers to the business activities of enterprises with registered trademarks, corporate logos, patents, proprietary technologies and other business resources. That is, the franchisor, through the conclusion of a contract, The business resources within the above scope are licensed to other operators, that is, the franchisee. The franchisee carries out business under a unified business model according to the contract and pays corresponding fees to the franchisor. The types of franchise chain stores are as follows:
1. Direct chain (or conventional chain, RC for short), that is, all stores are owned or controlled by the same operating entity, the head office.
Currently the most successful direct chain is China. Shenzhou has seven forms of direct sales channels, including flagship stores, laptop gold medal stores, desktop gold medal stores, standard display centers, first-level dealerships, second-level dealerships, and third-level dealerships. No matter what level of dealer, they are all direct counterpart branches.
Through 38 branches, it fully controls its subordinate directly-operated stores and controls its profits and losses, ultimately forming a high market coverage rate.
Direct chain operation is the main marketing model adopted by most enterprises. Recently, a combination of directly operated display stores and regional marketing centers has emerged. The company has established large-scale exhibition stores and marketing centers in professional markets with high grades and large turnover. Its advantage is that it can effectively maintain and comprehensively enhance the company's brand image, realize the uncompromising dissemination of brand image and culture; give full play to the role of model, demonstration, investment promotion and logistics support of the regional center, provide timely training and consulting services to local agents, and build It serves as a bridge for timely communication and interaction between the company and agents, and plays a certain supervisory role; at the same time, it achieves close contact with major customers in major markets and cultivates terminal service management talents.
2. Voluntary chain (or free chain, VC), that is, each store has independent ownership of funds and there is no financial control relationship. Each store uses * * * to purchase goods of the same price, which is a horizontal commercial alliance.
3. Franchise chain (or franchise, contract chain, franchise chain, referred to as FC), that is, a chain operation with an authorized single store as its core, that is, franchising.
Franchise chains continue to innovate in practice, and the innovation path of the clothing company "Blue Ocean Home" is highly praised by the industry. Its characteristic is that investors are only responsible for investing in franchise stores and are not responsible for their operations, and receive a fixed return of 30% of daily sales. This franchise store has absolute control over the franchise store, so it has the nature of direct operation and franchise.
Franchising first appeared in the United States and has a history of more than 100 years. The main advantages of franchising are simple operation and low cost, which can quickly expand the scale of marketing and meet consumers' needs for convenient and standardized services. Therefore, franchising is a marketing method that has been widely used in many countries, especially developed countries, and has now developed quite maturely. Franchising has not been around in China for a long time, but it is developing rapidly. Especially since 2000, franchising has entered a period of rapid growth in China. 4. Buyer’s terminal store marketing model
The buyer’s terminal store model is a new sales model in the clothing industry. It is through the training of store sellers, store salespeople, and store buyers that they can form different operating methods under a unified brand model, thereby maximizing the products and sales models of all stores.
The professional role of buyers is not professional technicians like designers, they are the operators of clothing companies. The buyer's development function is: first, collect information on new product development and fashion factors, and send the information on the final design of the unfinished product back to the corporate design department, where the designer will process and modify the style to finally complete product development; second, independently develop product styles. , send the developed products directly to its own processing factory or external processing manufacturers to complete product production, and send style drawings and style information to the company's product development department and coordination center for filing; third, use the product development results of the main engine factory in batches Purchasing products also completes the buyer's product development functions. 5. OEM marketing model
OEM is the abbreviation of English Original Equipment Manufacturer, which means original equipment (product) manufacturer. OEM is different from original design manufacturer ODM (oorginal design manufacturer), and it is also different from original brand manufacturer OBM (Original Brand Manufacturer). In contemporary economic activities, OEM refers to a method of "OEM", that is, producers do not directly produce products, but use their own "key" core technologies to design and develop, control sales channels, and transfer specific processing Leave the task to other companies. Because OEMs do not have their own brands, they have low risk resistance and are easily affected by economic crises and recessions.
Sixth, the brand licensing model
means that the licensor grants its brand to the licensee in the form of a contract; the licensee engages in business activities stipulated in the contract (usually production and sell a certain product or provide a certain service), and pay corresponding fees to the licensor; at the same time, the licensor provides guidance and assistance in personnel training, organizational design, operation management, etc.
Brand licensing has a long history in the United States, Europe and Southeast Asia. In the United States, products authorized by various brands currently account for one-third of the retail market and are the fastest growing sales force. Through brand licensing, it is very effective to directly use some well-known brands with good reputation and strong cultural atmosphere in the products and sales of authorized enterprises, or as spokespersons for product images, to expand the market and improve the visibility and competitiveness of enterprises, especially For those companies with good product quality and standardized management but low brand awareness, borrowing brand authorization is a shortcut to brand operation.
7. Internet Marketing Model
Internet marketing is also called e-commerce. Internet marketing includes pre-transaction promotion and electronic transactions. Synonyms for the concept of Internet marketing include: Internet marketing, Internet marketing, Internet marketing, Internet marketing, etc. In short, all marketing activities carried out using the Internet as the main means can be called Internet marketing. At present, the concept of Internet marketing, Feng Yingjian's point of view is widely adopted: "Internet marketing is an integral part of the overall marketing strategy of the enterprise and is carried out to achieve the overall business objectives of the enterprise. The Internet is the basic basis for creating various activities in the Internet marketing environment. Means. "The functions of Internet marketing can be summarized into eight aspects: website promotion, online branding, information release, online research, customer relations, customer service, sales channels, and promotion. Internet marketing is developing rapidly in China, with an annual growth rate of more than 1,000. In other words, more than 3 e-commerce companies are established every day. Nowadays, computers are getting cheaper and more popular, and e-commerce is more and more convenient and fast, with unlimited speed. Internet marketing can give full play to the advantages of mutual communication between enterprises and customers. Businesses can use the Internet to provide personalized services to customers. It is a new, interactive, and more humane marketing model that can quickly shorten the emotional distance between companies and consumers. The National Electronic Signature Law and the handling of online transaction security issues by major banks have created a good environment for online marketing, which fully demonstrates that the development of online marketing (e-commerce) has reached a point that cannot be ignored.
8. Direct selling business model
As the name suggests, direct selling means that manufacturers sell products directly to end customers, thereby reducing product circulation links, avoiding management loopholes in intermediate links, and ensuring the safety and security of well-known brands. image.
Direct selling enterprises must have independent development, independent research and development, independent production, independent sales, skills training and other institutions, with a registered capital of more than 654.38 billion yuan, and pay a market deposit of 80 million yuan to the national commerce department. Direct selling business licenses are approved and issued by the national commercial administration department, and can only be operated after being registered with the national industrial and commercial administration department. Direct selling companies must have a complete safety production operation system, a complete market operation system, a complete education and training system and a complete after-sales service system, and establish provincial, municipal and district-level branches for market management.
Enterprises that have obtained the "Direct Selling Business License" should complete the establishment of service outlets according to the reported service outlet plan within 6 months from the date of issuance of the approval document, and issue an approval letter for the service outlet plan to The competent commerce department applied for approval. Only after the verification results are registered in the direct selling industry management information system of the Ministry of Commerce, direct selling enterprises can engage in direct selling activities.
The direct selling industry determines the future of direct selling companies and dealers on three bases, that is, the company is the foundation, the product is the soul, and the operating model is the guaranteed operating basis. Only by completely unifying the three foundations can we remain invincible in long-term peace and stability.