Reconstructing The Relationship Between Brand And Distributor

It has been some time for China to take the road of branding. In the first few years, enterprises came through in a state of rolling, climbing and muddling, and there was no experience to learn from them, but the market at that time was far more demanding than supply, so many brands had developed rapidly at that time, and enterprises began to expand wildly.

At that time, the fastest and most effective way to expand was to recruit agents and franchisees.

As long as agents and franchisees approve, business begins.

Therefore, the brand will use more ideas and strength in how to set up a successful ordering company, and negotiate with the agents and franchisees about the conditions of ordering, discounting, exchanging goods and so on. The general management concept of "winning the investment and ordering" has achieved a large number of wholesale brands. It can be said that the fulcrum of the brand has been put entirely on the operation of the business, not the operation of the market, while most of the agents and franchisees have little market expertise, and most of them rely on years of vision and experience.

At the same time, on the other hand, there is no way for all operators to stop.

Thus, the same successful replication is constantly deducing, copying and trying to flicker, so long as there is demand, such replication will not stop.

As the saying goes: "flowers without a hundred incense", and constantly simple replication will eventually put the market in a saturated state, because after all, there is no innovation in the replication, there is no breakthrough, and the most important thing is that the brand has misplaced the fulcrum of the commercial operation, ignoring the fact that the consumer is the real profit fulcrum. The so-called terminal has mistaken the house for several years.

There is a jargon in the industry: you can't give your life to others.

Relying too much on agents and franchisees is actually putting their lives on their hands.

In the initial process of brand shaping, such a pattern has indeed achieved a large number of brands, but ultimately, the fate depends on wisdom, and this wisdom is science and technology.

To give a simple example, when many international famous brands entered the Chinese market at first, they also adopted the way of agent joining in order to occupy the Chinese market. But when they had enough market share, they immediately withdrew all the markets, and were unprepared for the agents and franchisees, because they had fully grasped the consumption concept of Chinese consumers through several years of research.

If the past franchise has become the "green revolution" of China's clothing development, then the "blue revolution" will be ushered in today.

Blue is a rational way of thinking to rebuild the relationship between brand and agents and franchisees, and how to pform the original pure commercial relations and trade relations into the cooperation mode of the interests of the business partners and even the community of fate.

Since the field of competition has changed, our thinking must be pformed from lateral thinking to vertical thinking.

Here, there is a concept of vertical integration.

Post vertical integration mainly refers to the terminal, and more prominent is the ability of market contingency, management, feedback and so on.

At present, domestic brands such as Lining have taken the lead and established an industrial park, which has improved the operation speed of the market, played the time difference in the fashion market and increased the operating profit.

That is to say, the concept of brand management now focuses on post vertical integration, and it is very necessary to grasp the time difference of fashion.

Of course, large enterprises like Lining are after all a minority. For most enterprises, they can not reach such a scale. They even do not have the advantage to fight the time difference in fashion. But such enterprises still rely on post vertical integration, but only in different ways.

For example, the improvement of display art, the practicality of terminal training technology, the psychological response of talent structure, and the study of consumption patterns.

Therefore, a thorough understanding of the market, the pulse of consumption psychology and the dialogue between wisdom and consumers are the magic weapon for future enterprises to win, and also provide the true fulcrum for the development of brands.