Brand Management Promotes "Joining Transformation" Of Clothing Wholesalers

　　 clothing It has become the "identity card" of modern people. In the domestic clothing industry, 99% of clothing brands implement the agency franchise system, except for a very small number of self operated brands. " With the rapid development of China's clothing industry, the industry has become increasingly mature. High profit, high value-added brand management has promoted a large number of former "clothing wholesalers" to join the business“ Strategic transformation ”。

Clothing franchisees are the main communicators of Chinese clothing brands in brand and market competition, as well as shaping brand culture.

"In the domestic clothing industry, 99% of clothing brands implement the agency franchise system, except for a few that adopt the brand self operated business mode." Experts pointed out that clothing franchisees are the main communicators of Chinese clothing brands in brand and market competition, as well as shaping brand culture.

　　 brand How did the era break through the dilemma?

Franchisee: worry of brand allies

When it comes to clothing franchise, I have to mention one brand - Yichun.

Before 1999, like most garment enterprises in China at that time, they were doing wholesale business purely. A small store with only 17 square meters can wholesale more than 70000 clothes a day at most. Every year, the number of orders at the clothing trade fair is also high. However, in 1999, Yichun didn't answer any orders for the service trade fair. Guo Donglin, the boss, rented 10 booths for publicity. He said, "We decided to take the brand monopoly route!"

In this way, Yichun created the route of "brand monopoly", ended the long-term wholesale operation in Fumin Garment City, Dongguan, and increased brand building and chain franchise management with huge funds. When the profits of peers across the country became smaller and smaller and turned to monopoly, Guo Donglin's Yichun stores had already "opened branches and scattered leaves" all over the country.

What many people don't know is that the original loyal merchants from all over the country became the first batch of brand "franchisees", or even the earliest "clothing franchisees" in the country at that time. A paper contract closely linked the two sides. The wind and rain came, and the pure "brand monopoly route" was a great success.

Today, we can see that Yichun has opened more than 4000 stores and 14 garment factories around the world, and exported to Southeast Asia, the Middle East, Russia and other countries in the world with its own brand. Behind the achievements, there is always a group of mainstays, whose common name is "franchisees".

Puzzlement in hasty transformation

With the rapid development of China's clothing industry, the industry has become increasingly mature. High profit and high value-added brand management has promoted the "strategic transformation" of a large number of former "clothing wholesalers" to "franchisees". Of course, the snowball is getting bigger and bigger, and more and more new clothing businesses are joining in.