The Trusteeship System Of Clothing Brand: "Entrusting" Or "Not Supporting"?

In the first two weeks, journalists interviewed dozens of Shenzhen clothing brand enterprises, and found that the current hot spot in the market is the upgrading of retail prices and the change of channel mode.

　　 Raw material The cost of labor and other costs is rising, and the rise in clothing prices is inevitable. What concerns reporters most is that channel patterns have changed. Entrepreneurs, as well as they discussed, told reporters that they were transformed from "direct + affiliate + general agent" to "direct + trusteeship".

How did the game rules of brand enterprises change over the years? After careful understanding, we know that under this great change, "trusteeship" is gradually replacing the original "general agent system".

The so-called "brand trusteeship" refers to the form of management entrusted by a brand to a particular individual or institution for management. This particular person and institution are custodians whose management objects are the trustees. At present, in the domestic market Brand trusteeship Most companies evolved on the basis of agency. Unlike the distributor, the trustee is not directly involved in the purchase of goods, nor does it directly enter into sales contracts with the mall, but helps the brand enter the terminal and then sign the sales management contract with the brand in these stores.

Liu Hongjun, marketing director of Onafi fashion (Shenzhen) Limited, said that the advantage of trusteeship is to solve the problems of investment promotion, sales channel construction and terminal management for brands, and brand enterprises can focus more on product research and development, product design and product outsourcing.

Now the way of hosting the market is divided into "big" and "small", that is, the overall trusteeship and sales trusteeship. The whole trusteeship is the whole business that the trustee takes over the brand completely, and the sales trusteeship is the work that the trustee only manages the sales link. There are also differences in the distribution of profits. "Big Tuo" takes about 20% of sales, and 8%~15% takes profits.

A set of data shows that trusteeship operates annually. Brand dealer Save more than 20 yuan. First, the wages and royalties of the 1 marketing directors were saved, and the salary of the director of marketing plus the Commission was at least 100 thousand yuan per year. The two is to save 1 annual salaries of vice general managers. Hiring a management vice president requires at least 60 thousand yuan annual salary, while a trusteeship Advisory Group is stationed in a management consultant to enable enterprises to achieve process management without cost. The three is to save the cost of hiring 1 planning managers. The planning manager needs at least 40 thousand yuan annual salary, and the whole planning of the advisory group can enable the enterprise to carry out the planning work in an orderly way with very little money. The four is to save at least 15 thousand yuan for new product launches.

When a brand has a certain strength, it is certain that it wants to master the terminal itself. It is a good thing for an enterprise to turn the passive person from the passive terminal to the "initiative" of the terminal. However, trusteeship is not suitable for all brands, for example, the brand attacking the three tier cities, which does not need market channels, the mode of hosting may not be used. But it is worth the concern of all industries that the emergence of the new model must have its existence value.