Acting Clothing Brand Introduces Four Management To Win By Action

Channel is king today, brand agents are always there.

A few days ago, Mr. Ma Chunlin, general manager of Shanghai only good (International) brand management organization, was invited to give an in-depth explanation on how clothing dealers do a good job of brand agency. The ADR advanced seminar sponsored by the China Apparel Association and China clothing distribution retailer joint conference recently.

The lecture was unanimously welcomed by many dealers. For this reason, this newspaper specially arranged this lecture to prepare for the readers.

Looking for the intention brand

Choosing a good clothing brand is half the battle.

However, at present, the dazzling clothing brands on the market have made dealers feel dizzy. It is not easy to pick out a potential brand that suits them.

Therefore, agents should conduct comprehensive analysis in various aspects when choosing clothing brands.

First is

The second is the analysis of its own market positioning.

China's north and South regions are very different, and the consumption level and consumption habits are quite different from each other.

Different brands have different markets, and high-end brands are not suitable for all markets. For example, in some economically underdeveloped two or three line markets, it is not appropriate to introduce high-end brands, especially high-end international brands, and are more suitable for introducing some mass brands.

Dealers should take full account of the characteristics of the local market when choosing brands, do a good job of investigation and analysis in advance, understand the income level, consumption habits and market brand distribution rate of local consumers, so as to decide the brand orientation.

Then it is self analysis.

It includes investment analysis, investment decisions, brand positioning, and market scope (such as province, market, etc.). If there is no brand operation, dealers should be cautious when choosing brands. The best choice is to choose a company with strong brand management capability, so that it can provide greater support for brand operation. Team analysis shows that a large regional agent (such as provincial level agent) must have its own team, and it is impossible for a person to run the brand. "This also determines your network construction. The network does not mean that there are many people in your stock, but refers to how many distributors have long-term and stable cooperation with you." self analysis

When choosing a brand, dealers should consider whether they have such a network. At the same time, mature brands also value this point when choosing agents.

Through the above analysis, dealers can choose a brand when they want to identify a big orientation, and the next step is to contact the brand.

At present, there are many channels to contact brands, such as attending various kinds of clothing exhibitions, referring to professional media, such as newspapers, magazines, networks, television and so on. At the same time, dealers can also establish contacts with brands through industry organizations and professional information companies.