New Changes In Agents: Competition Leads To Mature Ideas

This year, China's clothing gold medals franchisee selection activities are brilliant. The participating agents are bringing more mature business philosophy and greater enthusiasm into them.

Reporters found that there is a gratifying change in this increasingly large group.

From the present to the long-term

You can see clearly from the registration data.

The second gold medals agent Zhao Tianjun used a very vivid metaphor to describe the relationship between brands and agents.

Agents choose brands, just like young people looking for objects. Once the two hearts are attracted to each other, they are willing to tie the knot. Whether they are "poor" and "rich", they must go on. They are pursuing long-term happiness, and agents are pursuing long-term development.

Zhao Tianjun said that although the threshold of clothing industry is relatively low, the agent has a certain amount of gold than retail and wholesale, and has a high demand for network and capital.

Agents choose brands, they must invest a lot of energy and material resources, and can not easily give up.

According to a press survey, agents in many provinces across the country

Sublimation from "quantitative change" to "qualitative change"

In a conversation with local agents, under the pressure of brutal market competition, the management of franchisees has said goodbye to the era of "increasing quantity and letting go of quality". From pursuing scale to quality, management has reached a new stage.

Strengthening the franchisee team building and improving the service quality of franchisees is the most important task for most agents nowadays.

Liu Jianming, the second gold medals agent, changed the trend. "The original franchisee was working for us. Now we are helping the franchisee make money and serve them."

This is also reflected in the statistics of the registration form.

Among the visiting agents, the reporter observed that only one agent failed to set up a franchised store last year.

Last year, some agents joined 20 stores.

Zhao Tianjun said that good performance is no longer the sole criterion for franchisees.

The most important reason for franchised stores is that franchisees can not keep up with their business consciousness, and they can not synchronize their business ideas and brand execution with the company.

We prefer the market blank, not allow the brand to do too much, to win by quality.

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Dong Guoqiang, the second gold medals agent, was very impressed. He said that there are so many brands now that products should be won in terms of culture, service and personality.

Whether a brand can make a long standing in the local area and make an influence, besides the product, the key lies in the operation of the people, which is the management of the franchisees.

Dong Guoqiang believes that it is no longer possible to use the "100% return" as the past to attract franchisees.

Now franchisees are more realistic, how to help him decorate the facade, form a unified image; how to open stores, how to distribute goods, how to display products, how to train shopping guides, and so on, these are the most critical issues.

Strengthen team with knowledge and system.

It also strengthens the stability of the team.

Improving service quality is more beneficial to improving the speed of brand development.

There are worries in gratifying changes.

In the questionnaire for agents and franchisees, there are few pitiful funds for marketing and training.

57% of the agency's annual marketing investment is below 100 thousand yuan.

The investment in training is even more "disabled", and 75% of the agents spend about 100 thousand yuan a year on training.

In the application form, the number of agents investing in six digits is extremely rare. The vast majority of them are between 20 thousand -4, and there are many agents who spend only 5000 yuan on training each year.

In view of the reasons, agents generally believe that training courses are all stereotyped and innovative.

Things are changing every day. Shopping guides, clerks and people who meet are different every day. Things in textbooks are not easy to integrate with reality.

On the other hand, the excessive mobility of the garment industry is one of the main reasons why the agents do not dare to invest a large amount of training funds. Some shopping guides have to leave for months or more, and the cost of early training will be wasted.

Wang Qiangli, the second gold medals agent, said that what is derived from practice is the most important and the most authentic.

Most of us adopt in-house experiential training, but we will not do so. Old staff training new employees will save both cost and actual effect.

Luo Wenjie said that the most direct, quickest and simplest way to generate profits is the most concerned problem for agents and franchisees. Training such "setters" is certainly not the focus of attention.

Although marketing investment is also few, but it can make the agent franchisee reach a consensus.

We believe that the input of marketing can directly see the actual benefits.

Generally speaking, every year 51, eleven, 38, Spring Festival, will do some sales promotion, all stores unified execution policy, but the investment will not be very big.

Zhao Tianjun said that they invested about 30 thousand yuan a year in this area.