Talking About The Relationship Between Clothing Brand Dealers And Agents

The Danish fashion company suddenly decided to take back the agent of the ONLY brand in Hunan. Several Hunan agents were not satisfied with the Dong Jia fashion company, but they were angry with the Danish boss.

The two sides insist on the issue of compensation.

According to incomplete statistics, after entering China in 1996, the four brands have developed to more than 3000 stores, with sales of up to ten billion yuan.

Such rapid development relies on the way of agents to join, opening up the market quickly in China's two or three tier cities, covering nearly half of the country's cities above the county level.

But at present, the company is reforming the company's management channel, that is, to withdraw some franchisee's agency power and turn it into a company's direct shop, which undoubtedly robbed the agent's job.

This has also caused concern.

Jiang Hengjie, vice president of the China clothing association:

The brand agents who become stronger and bigger will expand their occupancy in the market and have their own strength. In turn, they will require clothing manufacturers to reduce the purchase price and occupy the profit margins of garment enterprises.

He Junfeng, chief marketing consultant of marketing planning,

"There are some hazards. At present, agents have a trend of development. Some powerful agents are acting as agents at the same time. They do not put eggs in one basket. They threaten and resist manufacturers by proxy brands, and demand greater preferential policies for them."

The agent channel has eaten a large part of the profits of clothing, "not obedient, not easy to control. Many manufacturers have given the discount to the terminal stores, which have been directly digested by the channel operators, and the clothing companies can not control the market".

A brand clothing enterprise personage said:

Before we sold our clothes to the agents, the profit of our single garments was very small, only a few dozen yuan, and the profit difference of the same clothes through the direct camp could reach an astonishing 10 times.

Wu Jianmin, chairman of Shandong sulang dress and adornment, Limited by Share Ltd:

At present, the pformation of domestic garment enterprises is "passive pformation". There are still a lot of uncertainties in the future success, so enterprises should consider it carefully.

There is a lot of doubt about how clothing brands get along with agents.

According to the contradiction between the two sides, the author thinks that the following adjustments should be made.

Balancing interests between two parties

It is precisely because there is not a mutually acceptable "input income guarantee system" that leads to disputes between the two sides.

On the one hand, in terms of brand development, the sales target of the brand is growing rapidly due to the urgent desire for development, but the supporting policies are very limited.

On the one hand, the agent should deal with the problem negatively: pressing down on the incentive policy, and selling it first.

Therefore, "two high" (high inventory, high arrears) agents are everywhere.

These are the "egoistic" behaviors that are impeding development.

Policy support needs to suit local conditions

In fact, there are very few two identical regional markets.

Each region will be different because of the agent's concept, ability, resources and regional economic characteristics, business circle distribution, competition pattern, development history and so on.

Different regions need different strategic steps, rather than "one size fits all" policies that can promote the development of all regions.

Therefore, enterprises should be realistic and targeted in the business support and resource support for agents.

On the basis of getting targeted help from brands,

Conclusion: the effective docking of both sides can ensure smooth and efficient marketing process.

At the same time, with the rapid and efficient development of the market, the interests will be maximized, and resources can be reasonably shared and effectively integrated, so that each other no longer shuffle and guard against each other.