Many want to do underwear brand agent to start a friend always ask such a question: how to do a good brand underwear agents? To solve this problem Xiao Bian access to the relevant information and, in particular a telephone interview with well-known lingerie brand Little Women Investment Manager Group, Mr Cheng, the following is a small series to give you experience points based on the information and interview, I hope you will want to Acting brand underwear agent friends help!
First, the brand choice to be careful Shaanxi an agent for a year to change the three brands, the first brand because the product style is too European, not suitable, changed after 3 months; the first two brands made about six months, The price is too high, and always open up the market, had to give up; the first three brands to do less than 3 months, the brand manufacturers to do a single processing to the outside, no longer do domestic products, the agents had better drop out. One year, the warehouse is full of 3 brands of products, capital, energy invested a lot, but simply unprofitable, you say that this agent tired?
Brand is like marrying a wife, and you must be like-minded. Acting products are your source of income, must be cautious.
First look at the strength. Management of large brands, the possibility of greater benefit, the risk is relatively small, such as Embry Lingerie, love underwear, little lady underwear, Wacho underwear, etc .; but the threshold is relatively high, discount high, the return policy More demanding, you need to have a strong financial backing. If your own strength is not enough, you can not get the right to equal dialogue, will be at a disadvantage, but there are also first-line brand to go civilians route, which requires careful examination and decision, such as the conditions for joining a small woman underwear is relatively flexible.
Second, look at the potential. You have to understand the brand's business ideas, whether the company has a professional marketing team. Some companies just think that make a good brand of money, try to try holding the psychological brand, and there is no long-term goal. Inside the industry had such a joke: a brand in Guangdong in a number of magazines to make a big fan advertising a few months want to create a brand, a few months later, found no return to the previous state of effectiveness to the wholesale status. The result was a group of agents.
Finally see the local market. You should pay attention to the brand's product features are in line with your area, the consumer's body characteristics and preferences and habits. Many brands of products sold in the south, the market is not necessarily in the North have the advantage of large differences in body size of women in northern and southern China.
Small woman Merchants Zheng (personal opinion, for reference): a strong, potential underwear brand, I think it should have the following four points:
1, the factory guarantee: Underwear brand manufacturers with independent production of a complete factory, to avoid the OEM, purses, etc., which is your supply of the most solid guarantee. And the factory has its own independent design R & D team, which is underwear products to adapt to the market and have the most basic guarantee of a stable market style, or your agent will always lag behind the market, peers, and market confusion, Yesterday is Aunt route, Today is the girl's line.
2, the market guarantee: the brand you sign is also a brand operator, a brand of business ideas, a professional marketing team, otherwise there will be three days fishing, two days drying network situation.
3, Quality Assurance: Including product quality and product style. Product quality, including: choice of materials, production, production and other processes, I believe many agents are identifying experts. Product style is to pay attention to see if it is welcomed by the market.
4, business assurance: franchisee stores in particular, for the opening guide, daily management, marketing and training counseling, and so have a set of systems and implementation measures for inexperienced entrepreneurs who can make you work more efficiently.
Second, the operation can not rely on the manufacturers themselves to conduct scientific planning Brand ownership is the manufacturer, the dealer has the right to regional management. You do not pin everything on the factory. Underwear industry as a whole is a backward industry, many manufacturers do not necessarily go to the operation of the brand where to go. So, more often, you have to rely on yourself.
If you are just starting out, you should focus all your energy on making a brand first and avoid being overused or cheated. If you already have some strength, you can operate more than one brand. You better not to operate the same style of the brand, try to choose a different positioning of the brand, some bras to grow, some corsets are strengths, while others are very word of mouth pants, you have to according to their characteristics of the brand effective The combination. You have to consider the different business priorities of the peak season. Multi-brand strategy allows you to shift the risk, so that your business products can achieve effective complementarity.
Small woman Merchants Zheng (personal opinion, for reference purposes only): As the saying goes, by everyone down, backing down, to run a brand must first have their own ideas. Underwear brands are generally divided into 1,2,3 lines, the first-line brand to enter the high threshold, into large, you need to have considerable financial strength, the market audience is limited; second-tier brands, relative to China's national conditions, especially good quality and affordable brand, Large audience; third-tier four brands, such as limited quality, low prices, wholesale and more. Franchisees, agents must first think how to do a good grade of business, at the same time to understand where the market positioning of competitors. I have no people, I have gifted, gifted people I strong.
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