Clothing brands have become a symbol of people’s professional characteristics, life taste, and status, and have become modern people’s “wordless business cards.” The brand has become a passport for the clothing market.

"Suddenly, like a spring breeze coming overnight, thousands of pear trees bloom." Since the early 1990s, clothing brands have sprung up like mushrooms after a rain. The original clothing wholesalers gradually became brand agents. Why should wholesalers transform into agents? The so-called "doing something for people's benefit" is of course profit-driven! In essence, it is also due to the market advantage of brand franchising. A large number of facts prove that market wholesale is not only inferior to brand agents in terms of risk coefficient, profit margin, and market competition, but also from the analysis of macro industry development trends, market wholesale is approaching sunset, and engaging in franchised brand agents is the golden avenue for clothing sellers. . Many economists have also written books and done a lot of analysis and demonstration on this. Since brand agents can make money and have a bright future, how can they become a successful brand agent? To put it simply, it means to wait for the opportunity and act according to your ability. The so-called "machine" and "power" are the necessary conditions for successfully operating as a brand agent. Most of today's clothing brands adopt the franchise business model, and franchising is also the most successful marketing model nowadays. Therefore, if an agent wants to be a good brand agent, the first thing to do is to understand the rules of the franchise game. The core of franchising is unity, which is a copying process of a successful model. What agents are promised is not only the goods, but the entire model, including brand logos, store names, trademarks, business standards, product and service quality standards, business policies, etc., all of which must be carried out in accordance with the full model of the headquarters. This entire model is a successful model that has been proven by the headquarters repeatedly through long-term practice and has absolute scientific and market advantages. If the agent cannot understand and implement the essence and requirements of the model, the market advantage of the model will not be reflected. No matter how good the brand you represent, it will be difficult to make money, let alone being a multi-brand agent, which is tantamount to raising a few more "spendthrift". Therefore, after choosing an agent’s brand, an agent must have a thorough and careful understanding of the headquarters’ business model, business philosophy, brand culture, brand characteristics and brand’s market positioning; strictly follow the principle of “unification” to implement and analyze the market in the jurisdiction. Communication, ensure that the requirements of the jurisdiction market and the headquarters are consistent at all costs, so that you can capture all the beneficial resources of the brand and make the brand a cash cow for you. Of course, understanding franchising is only a preliminary ideological understanding, and what is more important is execution. Whether it is the unification of "one store per store" or "nanny-style" terminal maintenance, you must have a strong organization and team to implement it. This requires agents to "operate like a company", establish a systematic and sound operating organization, and cultivate a comprehensive and professional marketing team, so that they can truly undertake the construction and maintenance services of the terminal network and ensure the healthy development of the terminal network. Maximize brand marketing effectiveness. The so-called maintenance service requires provincial agents to actively assist and urge terminals to fully implement the franchise brand monopoly marketing model and strictly abide by the "unified" franchise principle; to continuously maintain exchanges and communication with terminals and promptly assist in solving practical difficulties of terminals ; Accurately grasp the characteristics of the market state where sensibility and rationality are mixed, guide terminals to make full use of the resources and advantages of brand exclusives, and strive for the largest market share. Only in this way can the terminal deeply appreciate the charm of the brand exclusive profit model, consciously maintain the terminal's franchise route, and loyally unite under your brand. In addition, you should also master several basic qualities. 1. Plan and develop the market scientifically and rationally: Some agents pursue the number of franchise stores one-sidedly, blindly expand, and blindly pursue horizontal growth in performance (that is, growth in the province's total performance), without considering the vertical growth of single store performance; We do not do any research or research when recruiting investors, and we will not reject anyone who comes. As a result, the sales terminals opened were messy and mixed. Over the past few years, I have spent a lot of effort. I opened three businesses but lost two, and even continued to shrink, and then I started to blame everyone. This is called eager for quick success and quick success, killing the goose and taking the eggs, leaving no way out. Such people lack the overall vision and long-term vision to grasp the market, and have no systematic marketing strategy. After agents select a brand to join, they must first have a thorough and careful understanding of the headquarters' business model, business philosophy, brand culture, brand characteristics and brand's market positioning; and then make strategic plans for the market in their jurisdiction based on the exact information they have. . Just as a general on the battlefield plans the territory to be conquered, he must formulate an overall and long-term development construction strategy and implement it effectively.

With a good construction strategy, investment and franchising can be carried out in an orderly manner. When recruiting investors, you must ensure good quality and strictly select franchisees. Don't be eager for quick success and sow trouble for yourself. After the investment is completed, timely follow-up and maintenance must be carried out to supervise and assist the terminal to strictly implement the franchise model. Some agents only want to be quick, thinking that everything will be fine as soon as the terminal is opened, and they can reap the profits; so they just ignore it and let the franchisees play with it; but when they go down and take a look, the network they have worked so hard to lay is being sold off. There are all kinds of people, those who are doing business with the Eight-Power Allied Forces under the red flag, and those who change their careers and faces in different seasons. There are also some agents who turn a blind eye in order to pursue the immediate sales volume one-sidedly. They just want to pick up the goods, the more the better, and everyone is welcome. Not to mention a unified image, even brand exclusives cannot be guaranteed. As a result, there is no essential difference from doing street stalls or wholesale. The brand appeal that the headquarters has worked hard to create will gradually diminish in the local market, and the market advantage of franchised brands will disappear. Not only has it seriously affected the brand's image in the local market, but it has also set up insurmountable obstacles for the subsequent development of the market. Developing the market in this way is tantamount to digging your own grave. Table of Contents Page 1 [b

2. Learn to order scientifically and prepare scientifically:[/b]

How to order scientifically must be based on objective facts and draw conclusions through scientific analysis. . Ordering is like treating guests. When ordering, you must first understand the taste of the diner. Not only do you want to feed people, but you also want to feed them well. Our provincial agents are the hosts who treat guests, and they treat each of their stores. First, you need to understand what they need to eat in terms of appetite. This requires every agent to be, first of all, an expert in store display, and secondly, a smart buyer. You must figure out how many areas the optimal display plan for each size of your store can be divided into, what goods should be displayed in each area, and how many series, styles, and colors these goods should have. There are main sales products, concept products, color matching products, etc., and how to distribute their proportions. These are all very knowledgeable and scientifically based. Therefore, in order to order scientifically, you must first understand the importance of basic display, and then use the brilliant vision of professional buyers to plan your display content, that is, select goods. The selection of goods should be based on the local cultural environment, fashion trends, consumer clothing tastes, habits and characteristics, etc., and with the perspective of a smart buyer, scientifically distribute goods to each subordinate store. Buyers must be able to accurately grasp local fashion trends, clothing preferences, consumer psychology, etc. If you are not sure, you can also find and train buyers among franchisees and shopping guides; smart buyers are really important for ordering. With professional buyers, the question of what to eat can truly be scientifically solved. Having solved the problem of what to eat, the next question is how much to eat. That is the question of how to eat enough. First, you have to figure out how much food each person eats and how many meals are needed to satisfy everyone. That is to say, before ordering, you must find out how many stores you have and how many goods should be needed for the best display in each store. In addition, how many stores are going to start operations this season and how much more goods are needed in total. Ensure the best momentum for opening operations. Combined with the scientific analysis of the basic displays of each store and the sales situation of the same period in the past, we will finally determine the basic quantity of your order this time. Only in this way can you cook dumplings blindly and know what you are doing when ordering. Some people may say that there is a lot of backlog of inventory. If I purchase the goods according to the order, I may not be able to eat the front ones, and I will have to carry the back ones; if it increases the inventory risk and forms a vicious circle, it will be even worse. Too bad. At first glance, this seems to make sense. But upon closer inspection, something is wrong. We know that products must be based on market demand, and everything must be guided by meeting market demand, in order to improve sales performance and make profits. We also know that clothing business is a perceptual economy, and products must follow fashion trends. Last month’s popular goods may become dead goods next month. If you keep holding on to dead goods and eagerly hope for consumers, If you don't care about you, you will become a corner forgotten by consumers. Therefore, you must make a prompt decision when dealing with slow-moving goods. When the goods are "not yet stagnant," you must take action. From slow-moving goods to dead goods is your loss process. If you take action early, you will often lose less, and new products will be put on the shelves quickly, so the transaction volume will increase. By raising the height, cargo flow can be maximized, profits can be maximized, and inventory risks can be eliminated. Therefore, we should try to avoid dead goods and never let "dead" goods block the way of making money from "live" goods. Otherwise, you will really be "dead or alive".

Of course, a data management system for purchasing, selling, and stocking is also essential for scientific ordering and stocking. This is also a necessary condition for a successful agent. Generally speaking, to engage in brand agency, you can only truly understand and implement the game rules of brand franchising, and strengthen the execution effect through corporate operations; develop markets and build networks in a planned way, so as to truly achieve "one-size-fits-all stores" " and "nanny-style" terminal maintenance; use scientific ordering and scientific stocking methods, and cleverly use the purchase, sales, inventory and adjustment system to avoid risks and promote sales. Your time is mature and your strength is initially in place. At this time, you can easily carry out multi-brand agency, and each brand will be your cash cow. In fact, there are already quite a few “money-spinner” professional households engaged in clothing brand agency. I just don’t know if it will be your turn next moment?