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Agents Need To Break Through The Ceiling With Brand Names.

2008/12/11 13:32:00 80

"The profit is getting thinner and thinner, which has become a senior Porter of the manufacturer". "The entry threshold of large business is getting higher and higher, the cost is bigger and bigger, the settlement is more and more difficult", "the capital turnover is slower and slower, the cash flow is getting smaller and smaller" has become the plight of more and more clothing agents.

The two venture has become the most talked about topic among agents nowadays, and a strong channel brand has gradually entered their agenda.

Liu Liansuo has a reputation in Guangzhou's clothing circles, because he is the best agent that the brand executives of riddle and Dali dress always talk about. After he founded Liu Shang clothing company in Beijing, he has controlled the sales channel of four brands in Beijing, Tianjin, Hebei and Inner Mongolia, and has become a good agent for many fashion brands.

The new season of China International Fashion Week is on the way. Three of Liu Liansuo's four brands will take action during the fashion week, and the first store for esons to enter Beijing will soon open.

Busy with helping manufacturers Zhang Luo do these things, he is also thinking about how to make use of this opportunity to make some changes to Liu Shang dress.

But the most important thing is to think clearly about how to change.

　　觸到“天花板”之后

In China's most important terminal market, it has its own voice and the ability to make new brands grow rapidly in the region. Liu Liansuo is a leader in the ranks of clothing agents, but he also has his own confusion.

The recent changes in the market environment, financial environment and industry environment have brought him a lot of stimulation, which made Liu Liansuo worry about his company's ability to resist risks.

The contradictory psychological distress is influenced by the success or failure of the manufacturer. Looking at the front, it is difficult to find a mature case to draw lessons from. Under the financial crisis, the soft rib of the clothing agent is more obvious.

Liu Liansuo's current situation is that the ceiling is already within reach. The question is whether to push or not?

How do I push the ceiling?

Is the timing right?

Recalling the way I've been walking these years, Liu Liansuo found that he had actually pushed away the "ceiling" which hinder his development.

In 90s, when he was a clothing retailer in Tianjin, when he did 7 chains, he began to get goods from the source, and he contacted with the manufacturers. He found that people were making money wholesale, making money very large and making bulk goods very hard. Liu Liansuo and his wife discussed the business of brand wholesale, and represented some brands in Tianjin exclusive business.

Since then, Liu Liansuo has been stationed in Guangzhou white horse responsible for the Tianjin store distribution.

During this period, some people who started to sell the first pot of gold in white horse began to break away from the wholesale market and focus on making brand businesses.

In 2000, acting as an agent was not so hard and very profitable. With his agent's brand, Liu Liansuo came to Beijing and became one of the many agents in Dahongmen.

But the agents at that time did not get rid of the wholesale mode of stalls.

When business was booming in Dahongmen, Liu Liansuo made a decision to surprise the people around him, determined to move out of Dahongmen.

"The atmosphere in Dahongmen is quite good, but I feel that the requirements of brand dealers are getting higher and higher. It is difficult to satisfy the brand demand in the wholesale market.

After I moved out, I registered the company and began to become the real brand agent of the corporatization operation.

This is a process of giving up, but it has achieved my purpose. "

It seems that Liu Liansuo's experience is just pushed forward by the tide of the times, but in fact, every process of pushing the ceiling is a fork in the road.

If he pushes the ceiling today, which direction will he go in?

　　做產(chǎn)品品牌還是渠道牌？

With the development of the market and the flat development of the channel, many manufacturers directly participate in and control the distribution channels. The status of the clothing agents is increasingly embarrassing and declining.

Some agents who have grown up through the brand they represent are generally facing the bottleneck of their career development, and the market growth is weak.

In order to change the status quo, agents in the same period with Liu Liansuo have sought breakthroughs and gained different results.

For example, some agents feel that they are in charge of the channel, and have learned the set of the manufacturer. They have also registered the brand and become a brand dealer from agent, which is the ultimate goal of agent development.

Liu Liansuo was also tempted at the time: "I also thought that it is not very profitable for you to make your own clothes.

But in fact, it is not practical. Many people who are good at making clothes are not necessarily good at selling clothes. I will sell clothes.

But now it seems that the development of branding is a process that agents must go through.

It depends on whether you want to be a product brand or a channel brand. "

Branding is an important strategy for clothing agents to realize value-added, rapid growth and the two venture.

On the one hand, agents can get more development by operating more brands of agents. On the other hand, they create agents' own brands, self brand, get rid of the simple distribution role, and set up their good image, so as to make the company and its sales products appreciate, and it is a new way.

China's brand creation has entered a new stage extending from the manufacturers to the channel providers and service providers. As Liu chain recognizes, there are mainly two ways to create the brand by clothing agents: one is to create channel brands, the other is to promote their own brands as brands, get the influence and status in the industry, and influence the brand through script src=>.