Ma Tian - Na Sells Clothes At Low Prices, Leading To Dissatisfaction With The Channel Merchants, Claiming 52 Million

< p > "this is a ridiculous result!" Wu Suiping, chairman of Shenzhen's a target= "_blank" href= "http://www.91se91.com/" > clothing /a /a Monopoly chain Co., Ltd. (hereinafter referred to as "Ma Tian Na") said: "Ma Tian Ni will fight with the sales manager, Nanning woo clothing management company (hereinafter referred to as" Yu Sen clothing). "

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< p > Ma Tian Na and the channel client Nanning Yu Sen have been fighting for more than a year.

According to the second instance decision of the intermediate people's Court of Nanning, it is considered that the sale of "a target=" _blank "href=" http://www.91se91.com/ "brand clothing" /a "is a normal commercial activity rather than a malicious breach of contract. The decision is made by Ma Tian Na company to compensate for the sum of the sales allowance and the total loss of about 15000000 yuan.

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Yang Dayun, chief consultant of P UTA Fashion Management Group, believes that terminal control capability is the key to success of Chinese garment enterprises and their brands.

At present, the mainstream clothing business models of clothing enterprises and clothing brands in China have five kinds: self employment, franchising, wholesale, agency and network sales.

Among them, brand clothing mostly goes through franchised stores and agency channels. These two ways are conducive to low cost, rapid growth and market recovery, but not easy to control in brand operation and goods management.

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< p > Wu Suiping introduced that Ma Tian Ni is direct camp + regional trusteeship mode. At present, he has different trusteeship partners in all regions of the country.

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< p > Yang Dayun believes that all of the above channels, no matter how they change, are one-way distribution of goods, and the control of brand terminals to terminal goods is not enough, which means that channel manufacturers can easily pursue short-term market effects and make sales tools to damage the brand.

Domestic brands want to pform and upgrade, and will inevitably encounter various conflicts of interest with the channel providers. This has also happened in the past two years, such as Lining's big card pformation.

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< p > January 2012, Ma Tian Nu was sued by Yu Sen clothing. He sued the people's Court of Qingxiu District of Nanning to order the company to pay the rebate, reward and compensate the loss, the total amount was about 5800000 yuan.

After accepting the court, Yu Sen costume changed the claim to require the order of the company to return the deposit and interest loss, to pay interest loss, to pay the reward and interest loss, and to compensate for the loss, which amounts to about 52000000 yuan.

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Zhou Manhua, lawyer of Jun Ze Jun, who took over the case, said that the source of the lawsuit between P and woo Sen was in September 2011.

At that time, the sales of Adan and his high-end brand, Beijing, suddenly dropped sharply, and the monthly sales volume dropped from an average of about 1000000 yuan to 100 thousand yuan.

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< p > Ma Tiannu found that the Han Fang, a sales representative of the sales manager, Yu Sen's clothing legal representative, established the Shenzhen Wan Qi "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "Co., Ltd., which has a competitive relationship with Ma Tiannu company, and runs the brand" women "brand, which is consistent with Ma Tiannu's positioning and style.

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In December 2011, P sent a letter to Yu Sen clothing to inform the two sides of lifting the trusteeship contract and asking them to cooperate with him.

After receiving the notice, Ma Tian - Na, without the consent of Ma Di - Na, received the sale of the goods of the four shopping malls of Guangxi in half off low prices.

In order to stop the loss, the company took the measures to remove the cabinet.

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< p > according to Wu Suiping, "Ma Tian" brand has a small number of pactions in the Guangxi area for half off sales, and is limited to over season goods or defaced goods. There has never been a full sale of goods by half off.

And the sale of this event lasted more than 20 days, resulting in a direct economic loss of about 16000000 yuan and a loss of brand image.

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After the two trial of the Nanning intermediate people's court came into force, P's business in Guangxi was in a predicament.

According to Wu Suiping, he entered the Guangxi market in 2009 and successively set up branches in Guangzhou friendship department store Nanning branch, Nanning new dream island, old dream island and shopping mall in Guilin.

In order to avoid the short board of remote management, Ma Tian - Na co worked with Yu's clothing company, which has some commercial qualifications in Guangxi, commissioned Yu Sen clothing to manage and sell some shops in Guangxi.

This has laid a hidden danger for later opposition.

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< p > < strong > the reason for the opposite is < /strong > < /p >.

< p > according to the contract of trusteeship signed by Ma Tiannu and Yu Sen garments, Ma Tiannu has authorized Yu Sen clothing to trustee the sales and management rights of the "Ma Tiannu" brand in Guangxi.

The company is responsible for all the shop decoration costs, is responsible for signing contracts with shopping malls, providing tax tickets and shopping malls settlement, providing gifts and expenses during shopping festivals, undertaking the expense of store operation accounts, and undertaking long-distance pportation costs from Shenzhen to Guangxi.

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< p > the clothing charges for the shopping mall, the cost of all the salesmen, the pportation cost of the city and the pportation cost of return.

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< p > under the premise of this cooperation, the fifth provision of the contract stipulates that the retail price of the retail price established by the company is over 10 percent off (including 10 percent off), giving the rebate of 18% of the clothing retail sales of Yu Sen, and if the retail price set by Party A is below 50 percent off (including 50 percent off), the rebate of Yu Sen clothing 10% shall be given.

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< p > in recent years, garment export has been hit hard, and the pressure of domestic garment industry's capacity de stocking has given birth to a large number of brands.

The consumption market of domestic brands is still being cultivated, and new and old brands have entered a stage of disorderly vicious competition.

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"P", according to the front shop assistant of Ma Tiannu Beijing Xingguang Tiandi store, said, "clay" entered the market early, selected the same market positioning and style route as Ma Tiannu, scramble for the middle and high end fashion white-collar market, and had packaged the "Ma Tiannu" upgrade brand to consumers, and directly shared the "Ma Tiannu" VIP customers to send the product and service information.

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< p > Wu Suiping believes that China's brand clothing market has just started, and this year, domestic high-end clothing has been injected with a strong heart.

The company started large-scale expansion last year, reaching more than 300 stores, and plans to open 110 new stores this year. By the end of 2015, the number of outlets has reached 1000.

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