"Mature women's clothing brand seeks regional trusteeship", "I am in possession of shopping malls resources, can be trusted women's clothing brand"...... As a new channel mode, brand hosting has gradually emerged in the apparel industry in recent years, and is generally favored by the industry. However, after a period of development, it has been found that brand hosting is not a panacea for clothing enterprises, and agents can not transform themselves into trusteeship.
As a professional manager of a woman's clothing brand, Li Yuanhui has been flying around in recent years, because he has just taken over the job, and he will go to the front line to inspect the sales status of the brand. However, some observations, especially for the two shops, were very disappointing: the mall was not popular and the performance of the counter was mediocre.
"They don't care." Li Yuanhui said. The former general manager of the company handed over the sale of the brand in the area to a company trusteeship, and they were responsible for taking care of the market. Now, Li Yuanhui thought the decision was too blunders. He thought the trustee company was too professional and did not know anything about clothes.
Important ways of channel outsourcing
Brand trust has become popular in the apparel industry in recent years, and has become an important way of garment channel innovation and channel outsourcing. The so-called "trusteeship" refers to the fashion brand entrusted to some specific individuals or agencies to manage the business.
Trusteeship is divided into whole trusteeship and sales trusteeship. The whole trusteeship is the whole business of the trustee to take over the brand; sales trusteeship only manages the sales link for the trustee.
Most of the clothing brand hosting companies in the market are evolved on the basis of wholesale agents. For manufacturers, the advantage of brand hosting is that they can help manufacturers reduce management costs. Brand hosting is more to serve small and medium-sized enterprises. These enterprises are unable to find suitable distributors in some big cities and have no ability to establish their own branches in these big cities. At the same time, they have a very strong desire to expand their market in big cities, to show their products in big cities, and brand hosting companies can meet their requirements.
Unlike the dealer mode, the trustee does not receive goods directly from the manufacturer's cash, nor does he directly enter into a sales contract with the mall, but helps the manufacturer enter the terminal and then sign the sales management contract with the manufacturer in these stores. Therefore, the profit is different. The dealer sells the goods from the wholesale price to the terminal, and the difference between them is its income, while the brand hosting company signs the sales performance index with the manufacturer's sales management contract. After exceeding the sales target, the brand hosting company can get the rebate of the sales volume.
Chen Shangzong, general manager of the Fashion Management Center, said: "the difference between the brand hosting agency and the brand agent is that one is to sell its own sales channels, the other is to help clothing brands to promote clothing products."
Clothing agents are much tied up by brands. Image stores, display of goods, training of shop assistants and so on should be consistent with brand operators. Clothing brand dealers should participate in the operation and decision-making of agents. Brand hosting is different from this, it is to do channel access, equivalent to clothing brand and a sales channel. Brand trusteeship is a pure sales company. It has a unified trade name, a unified image, and its own complete operation system. Help clothing brand to do business investment, sales network channel construction and terminal management. After signing the agreement with the brand hosting agency, all the local sales work is completed by the brand trustee agency.
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