Analysis Of Four Aspects Of Demand Of Clothing Brand Agents

Under the current market situation, the position of brand agents is becoming more and more important, and the initiative is gradually increasing. While choosing agents for brands, clothing agents are also choosing their own brands, and they have put forward more and more requirements for brands.

High exchange rate and low discount

The clothing brand agent that has just started is in the first stage of its career. For them, the actual short-term economic benefits are the most important. In their view, they must first make money and survive before they can talk about development and growth. So when they cooperate with brands, the most important thing is the exchange rate, discount, store decoration and other basic issues.

The condition that Ma Liping plays a decisive role in the cooperation with Yanran Xiufang is a lower discount. "When making the final decision, I was in two ladies' dresses brand After hesitating, Yan Ran Xiufang offered a discount of 4.5%, and another alternative brand offered a discount of 50%. At the same time, Yan Ran Xiufang also has a high exchange rate. Now, there is a great pressure to sell clothing brands. Just now, if a brand is acting as an agent to survive, the head office must provide greater help to the agent in terms of exchange rate and discount, At the same time, I hope the head office can provide more assistance in the decoration of the store. "

Because of their immaturity in experience and channels, these fledgling agents require financial protection when signing contracts, which to some extent restricts their choice. Generally speaking, big brands with high popularity have a high threshold in cooperation with agents, which cannot meet the requirements of discount and exchange rate proposed by fledgling agents.

Product first, publicity second

Zhao Xiaohu, the general agent of Lingxiu Mengshuya in Jiangsu Province, manager of the southern Jiangsu region, said, "For agents like us who have a certain foundation, the most important thing is the brand's products and publicity ability." No matter how the market situation changes, there is an absolute truth: products are the soul of brands. Therefore, for agents with certain foundation and experience, goods are always the first. "The shape and workmanship of Lingxiu Mengshuya panties is the most important reason why we have been working with them for 12 years. Mengshuya Women's trousers The high quality it has maintained so far is its biggest reassurance to agents, and also the foundation for agents to continue and grow in the long run. "

Now, the market competition is becoming increasingly fierce, and the requirements of agents for brand promotion are also getting higher and higher. The brand's own publicity must reach a certain exposure. This kind of publicity not only needs a large exposure, but also needs to choose the right angle. "The target consumer group of Leader Mengshuya is women aged 30-45. In CCTV's ratings survey, the favorite channel for women of this age group is CCTV-3. Therefore, Leader Mengshuya has invested 100 million yuan in the prime time ads of CCTV-3 in three years, and has done its best to promote. It also maintains high exposure in professional magazines all the year round." This kind of publicity makes agents feel that this is a brand that really wants to be bigger and better. This kind of publicity also makes the brand more and more famous, which has played a great role in promoting the work of agents.

Have strength and potential

When choosing a brand, agents pay more attention to the potential of the brand than the strength of the brand. Many agents hope very much to represent the brand in the process of brand growth, and grow and expand together with the brand. {page_break}

Huang Haojie, the agent of Alligator in Henan Province, said: "The future development space of the brand is very important, and I attach great importance to the development plan of the brand. A planned and targeted brand will attract me very much. In addition, the brand builder should have relatively mature and correct management technology, such as whether to attach importance to the important role of ERP system in distribution, ordering, information communication, market and brand management. Can we provide scientific data and materials through the system, effectively promote the brand's ability to evaluate market development, and promote the benign development of market share? "

Xia Zewen also holds the same view. President Xia said that Jack Jones once wanted to follow ZARA's fast fashion model and cooperate with him to enter the Hunan market. However, during the conversation, he found that Jack Jones' replenishment system was not perfect. In their proposed cooperation model, regarding the process of exchanging goods between multiple stores and the manufacturer's unified replenishment, A complete system has not been formed. Mr. Xia, who has never fought uncertain battles, gave up this cooperation after careful consideration. "The ability to respond best reflects the strength of the brand, and the brand with a strong ability to respond has greater potential," Xia Zewen said.

Another way for a developing brand to attract strong local agents is to have short-term planning. "I like the brand that asks for me most, because the brand that can ask for the agent has generated enough brand awareness, and he will develop a three-year plan and a five-year plan, which will attract my attention most." After talking with the brand, Xia Zewen will, based on his years of experience, Review the plans proposed by the brand owners and combine their own strength. If the plans proposed by the brand owners are consistent with the actual market situation and the brand's own strength, they will basically cooperate with the brand.

Personality charm of brand builders

When we came to the manufacturer for field negotiation, the agent said that what we value most is not the company's current scale, but the company's development philosophy. Agents are more inclined to test the personality of brand builders through contact and communication. Zhou Zewen, general manager of Zhou Xian (Fashion Underwear) Trading Co., Ltd., said that at the beginning of brand contact, he was attracted by products. First, he observed whether the product structure and positioning were suitable for the current market. Then he would have a good talk with the brand leader to understand his grip on goods, his confidence in his career and his attitude to partners.

In the process of conversation, agents often quietly understand the personality of brand leaders, which is also an important psychological weight for agents to cooperate with them. "To maintain the business for several years or even more, it is not only interests but also mutual support and trust that maintain the cooperation relationship. The personality charm of the brand side is a major factor that attracts me." Zhou Zewen said, "What kind of people you cooperate with determines how far you can go."

Zhou Zewen told about his indissoluble bond with Fenteng. According to Zhou Zewen, leisure wear The agents of the brand Fenteng have worked for more than 10 years, accounting for 60% of the total, and there have even been several second generation Fenteng agents. "Long term good cooperative relationship depends on Fenteng's family style cooperative atmosphere. The company often invites agents to sit down at the headquarters for a chat, and also brings out the problems and difficulties encountered by the company for discussion. Fenteng brand dealers do not regard agents as chess pieces, but as business partners to create brands together. Such attitude towards business and partners gives agents a great sense of belonging, The enthusiasm and cohesion are also growing. "