How To Bridge Foreign Brands And Agents

China is a big consumer of clothing, and its market is like a cake that attracts people. The exhibitors from Europe have touched the Chinese clothing market with a sensitive sense of foreign trade.

Although foreign brands are unknown to Chinese consumers, their unique fabrics and detailed designs of fashion appeal are unmatched by the same price garments produced by some domestic manufacturers.

During the 2002 China Europe Clothing Fair, many exhibitors had a common desire to open factories in China and engage in the clothing business, and to implement localization in China. But now they are still designing and producing the French (Italy) flavor in the country of origin.

They have a common purpose - seeking agents to enter the Chinese market quickly. Some foreign businessmen have been stationed in the Hongkong market for several years, which has enhanced their confidence in developing the mainland market.

Although they seek different standards and modes of cooperation, there is a common requirement: agents must have experience in acting as foreign brands, and the specifications and strength of agents are secondary, and the important is experience.

Mr. Rosa Shabanach from Italy is not clear about the background and strength of the Chinese agency. He is puzzled by the fact that his company is not aware of the company's details.

He thinks the key to a good agent is to see his distribution ability.

Can an intermediary company or a broker with high integrity hold two?

On the one hand, it recommends domestic agents according to the requirements of foreign businessmen. On the other hand, it introduces the foreign businessmen's production and operation status and social and cultural background to the agents, so that the two parties can negotiate with each other on the basis of mutual understanding, instead of meeting in accordance with the timetable formulated by the staff members.

An agent from Zhengzhou said, "it's too painful. His clothes are not what I want at all. It's really a waste of time. It's better to see his clothes first and talk to him later."

V.Frauke Candussi, the exhibitor, hopes to export its clothing products from Denmark to China. However, it is also pleased to import some clothing products from China.

To achieve the goal of mutual satisfaction, we need to be fully prepared and properly arranged.

Therefore, Jeter bloom women's clothing company hopes to seek sales agents and manufacturers as partners.

Jeter Blue Jose women's clothing company expects partners to build a friend and sincere cooperative relationship.

Nathalie Sheth clothing company believes that stores and department stores are the main distribution channels of the company's brand clothing, seeking to find agents or importers in China.

They should have a strong customer base and enjoy a high reputation in the Chinese apparel industry.

They should know when and where to make good use of good time to promote brand clothing in France.

The company also hopes to establish long-term cooperation with agents.

Italy's white bull clothing company seeks to cooperate with importers and distributors in the Chinese market, and consumers are welcome to place direct orders.

Germany's Olympus company is looking for a talented partner to introduce its products to China, or to sell wholesale, or to open up the chain of Olympus.

The partners should have a considerable scale, and have established their share in the market, abundant capital, capable of operating considerable quantities of goods, perfect online sales, and language requirements for communicating in English.

Mr. Wang Long, manager of Investment Department of SHISU department store, took part in the conference. He thought that the Italy belt exhibitors brought exquisite workmanship, good color matching and splicing. They were well dressed and had beautiful leisure belts.

Through negotiation, both sides think that the brand grade of the belt and the location of the shopping mall aim at the same level customer group.

After visiting the world department store, the shopping environment of shopping malls is very good.

Because foreign brands need to be registered in China, they can be sold in the domestic market.

The two sides are also discussing further the cooperation of the market price, distribution and how to deal with the backlog of goods, especially whether the foreign party will send the sales tier to store operation and marketing plan.

Mr. Mi Jikui, the four vice minister of Beijing Zhuang Sheng Guang Guang Department store, attended the conference. He thought that the fabric, style and price of clothes could enter the Chinese market. The design of men's wear was very good. SOGO wanted to import, but needed an agent in the middle.

Because foreigners will not be directly shopping malls, they do not understand the Chinese market and lack the basis for negotiation.

The manager of the department store of Yansha friendship mall said that the leather handbags came to two of them at the fair, because consumers are not aware of the fact that there is still a certain difficulty in promoting the market.

Foreign businessmen do not know the Chinese market and do not understand the sales ability of the Chinese market.

Zhang Ming, a Chinese French Chamber of Commerce and industry, believes that even if the brand is well-known in Europe, the introduction of a new brand to Chinese consumers is also a need for manufacturers to have a huge investment in the early stage.

In order to expand popularity.

The manufacturers did not understand China's marketing system. Some companies wanted to bring the sales system in Japan and Korea directly to China.

Luo Meng's deputy general manager of Li said that this time he came to the mid-range brands and small factories. At present, the first-line brands in the Chinese market, such as Armani, second line brand Luo Meng, and good news birds, have done a good job. Foreign businessmen who want to occupy the Chinese market do not have an advantage in price, not that they can not, but it is very difficult.

These new brands, consumers are ignorant of the cost of promotion.

The development cost of the Chinese market is huge, and 10 million yuan can not be seen. Moreover, they are unwilling to invest, so the pressure on agents is also great.

It is wise for Chinese people to buy expensive brands at a high price, because they are good enough to buy, not just big brands.

Agency means the agent and the owner of the brand, and both sides invest money and energy together to make the goods grow and grow in the area where the agent is located.

This includes all kinds of meanings, one is the social significance, making it form invisible assets; the two is the economic significance, and the profit from the sale of commodities.

The true value of a brand is reflected in the intangible assets. When the agent chooses the brand, it first considers the gold content of the brand itself.

Mr. Zhang has represented Germany's men's clothing, good quality, brand, high price, Chinese people's recognition of the new brand is low, it is very difficult to sell.

Because clothing reflects different cultural backgrounds and personal tastes, brand promotion is very important.

It is a gradual process to let consumers understand a brand. Clothing materials, styles, unique colors and internal pursuits are different. Fashion promotion is a way of life, only the personality is outstanding, consumers can easily remember.

In fact, domestic agents still want to jointly develop the market with brand owners, such as agents spend $1 million to buy goods, and develop the market with strength.

The brand owners invested $1 million for the two quarter new product launches, with advertisements being invested in the media, hosting large Party, and promoting promotional activities around the brand.

Brand owners will invest in publicity, expand brand awareness, and continue to grow and develop brands.

Agents also represent products, and develop the market on the basis of their own quality, but this situation is very rare.

For example, the leather shoes in Italy are very good in technology, the shoe last is very comfortable and the appearance is beautiful.

Although he has only one small workshop in Italy, he has no brand, but he deals with leather shoes for big brands. You can buy his shoes and sell them with his own trademark.

Some agents are equivalent to wholesale, spend 800 yuan to buy a coat, sell the cost (including store rent and employee expenses, etc.) for 500 yuan, sell to 1300 yuan bottom line, do not lose money, sell to 1500 yuan earn 200 yuan.

But because he did not scientifically analyze the market, it was the practice of self-employed, and the market share would certainly not be bigger.

A small number of people who make money are satisfied with the needs of the society under the seller's market.

These people can't do it anymore.

Only the foreign name is not good to sell, the key is genuine goods, the market is gradually standardized and orderly competition, consumers are also mature, unlike in the past, a foreign name can be sold more expensive.

Market management is strict, commodities need to explain the origin, otherwise they violate the "elimination method", which is deceiving consumers, and operators think that the idea of selling a good price with an overseas name is too elementary.

The era of "eight powers" has already passed. The big cities and big shopping malls are also standardized. The commodities have corresponding market and price, and the corresponding consumer groups are locked.

Clothing is a commodity on the basis of economy, not a work of art. It must have an equivalent connotation.