Fashion Agents Survive In Crisis

In the face of branding, how should agents go?

What are the ways to deal with the phenomenon of surrogate agency recovery in these strong brand enterprises, so that they can make a smooth pition in this storm?

The agency contract specifies the contents of the agency and the terms of the renewal contract, so as to ensure the continuity of the operation in legal form.

In the initial process of brand cooperation, most operators often reach agreement with the brand owners through the "oral agreement", which is different from the contents of the contract agreement. This agreement is often underserved because of the lack of legal requirements when the two parties change their business.

Therefore, the contract should not only clearly and carefully agree on the contents of the agency, but also should sign as long as possible, and use the terms of "automatic renewal" to protect the interests of the parties.

The so-called "automatic renewal" is the agents and brand enterprises in the contract in advance to develop a series of indicators in the agent stage, so long as the agent can fulfill the task according to the index, the contract can be automatically renewed at the next stage after the expiration of the contract, and the brand holder can not change the agent at will.

Participate in the marketing of brand extension product series, and fully obtain the source channel of brand interest.

At present, when clothing brand operates in the market, it often expands the brand's market awareness and marketing share by multiple series, or through other brand extension series.

As for the partners, the more the cooperation category is, the more interests they will have, the more difficult the cooperation will be.

On the other hand, on the side of the agent, through the operation of mature brand's market awareness, stable customer groups and controllable sales channels, it is also one of the best ways to enhance the management of the brand category. It is also the best way to enhance the brand interest. Even because of the divergence of business with a company or the loss of a single product agent, it can also make use of other mature brand products to form a pition, or form a bargaining chip for future negotiations.

After all, accessories are often easier to get market profits than garments in the senior apparel industry.

Appropriately invite brands to participate in their own business and gain brand management and operation experience.

For more and more brand enterprises wishing to intervene in the terminal distribution channel, agents can not equally be unable to eliminate. Instead of "confrontation", it is better to pform the scope of cooperation so as to increase the demand point of both sides.

On the one hand, the agent should change the role of the agent. It can establish an accurate brand marketing positioning for some brands in the region in the marketing characteristics and consumer groups in the region, and then formulate a more appropriate market development plan according to the brand, and provide brand management and marketing consultant services to the brand enterprises.

The natural advantages of such agents are unmatched by brand enterprises.

On the other hand, through the cooperation with brand enterprises, we can get more experience in brand management and operation, and utilize the human resources, development resources and information resources owned by the brand enterprises to serve ourselves. Not only can we enhance our brand operation ability, it is also possible to realize the team experience accumulation and related knowledge supplement work of our own brands in the future.

The construction of team and independent resources can guarantee the smooth operation of agents.

China's clothing brand agents are just a group, and it has not become an economy that can be sustained and developed.

The first condition to become an economic entity is to have a strong and strong business team, to absorb relevant marketing resources in the form of business operation, and to form a regional resource aggregate with the core of agency.

This enterprise resource aggregate can not only generate higher interests and gain bargaining chips in the future cooperation, but also professional teams can further develop brand terminal marketing interest services for agents.

At present, more agents begin to set up a professional team for each brand and operate separately so that the whole group looks like a brand agent company of many independent enterprises. These teams have division and cooperation, providing the current guarantee for agents to achieve smooth operation.

Take the mature brand proxy image as the banner, absorb the profit brand agency interest.