When Clothing Comes To Brand In 2019, Be Sure To "Pick" The Top Three Analysis.

Today, when channel is king, franchisees always play a decisive role in the garment industry. However, no one can tell how many brands there are, and no one can tell how much the women's clothing store in the street has opened and how much it has closed. Some people get rich through proxy nuggets, and some of them lose everything. What is the key to successful agency for garment franchisees? Today we will see why clothing must be "picked" in the top three analysis when joining a brand.

　 First, pick the top three analysis.

Choosing a good brand is half the battle. However, at present, the dazzling clothing brands on the market have made franchisees busy. It is not easy to pick out a potential brand that suits them. Therefore, franchisees should make comprehensive analysis in various aspects when choosing brands.

The first is market trend analysis. There are many plates in clothing, which have different development trends in different periods. For example, in the current domestic market, women's clothing is a potential sector. Acting as a proxy is a good choice. Franchisees must have some understanding of some major trends when choosing brands. Although they do not necessarily choose brands according to fashion trends, understanding the trend will help us to grasp the overall trend when choosing brands.

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 vary widely. Different brands have different markets, and high-end brands are not suitable for all markets. For example, in some economically underdeveloped three or four 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. Franchisees should take full consideration 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 consumer groups, and decide to choose the brand orientation.

Then it is self analysis. Self analysis includes

If there is no brand operation, franchisees should be cautious when choosing brands. The best choice is to have stronger brand management capabilities, so that they can provide greater support for brand operation. 3, team analysis, for regional franchisee franchisees (such as provincial level agents), they must have their own team, and one person can not operate the brand; 4, network construction analysis, "the network does not mean how many people are in your purchase, but how many distributors have long-term and stable cooperation with you". When franchisees choose brands, they should consider whether they have such a network, because mature brands also value this point when they choose franchisees. 1, investment analysis can be made, and the investment can decide the location of brand choice and the market scope that can be covered (such as province generation, market generation, etc.); 2

Through the above analysis, franchisees can identify a big orientation when choosing brands, and the next step is to contact brands. 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, franchisees can also establish contacts with brands through industry organizations and professional information companies.

Two, assessment two inspection

Through various channels, if we find a suitable brand of intention, we should evaluate the intention brand, which is the key link to decide whether to choose the brand, mainly including the following aspects:

1, investigate the brand origin and popularity.

This includes examining whether the brand has just been registered, whether it is registered in China or registered abroad, and whether domestic brands enter the domestic market after being registered abroad. At the same time, we must understand the popularity of the brand in the whole country, especially the reputation of its own market. If it is a foreign brand, we should know the popularity of its brand in the domestic market, and how many brands it is.

2, investigate company size

In this part, many people think that the investigation of the size of the company is the inspection of the company's registered capital, the number of employees, the conditions of office and other hard conditions. In fact, these are secondary. The key point is to see how much money the company has invested in the brand you choose, that is, the company's concern should be extended to the level of capital investment. If the enterprise itself does not invest a certain amount of funds, and only rely on the franchisee to invest, it is not the company doing the brand, but the franchisee is making the brand. Choosing such brand is very risky.

At the same time, when franchisees visit enterprises, they will often be attracted by their ordering products and products at the exhibition. But in fact, this does not fully represent the strength of enterprises. Any enterprise can find a better product. Therefore, franchisees should explore the brand's deep strength through these factors, such as its R & D strength, production mode, network channel, marketing strategy and so on.

In addition to the above links, franchisees also need to pay attention to many small links when evaluating the Italian brand. For example, we should pay attention to whether the brand has a relatively long term plan and whether there are corresponding sales policies in different periods; if it is a new brand, then it will take longer from startup to market entry. Generally speaking, the process of a mature brand should not be less than 9 months.

Three. Early planning

For a franchisee who first acts as a franchisee, it must be full of honor and excitement when becoming a franchisee. But if you don't seriously think about how to be a good franchisee, you will often lose your mind in the future business process. Even if you are short of some difficulties, you will soon feel frustrated and have great doubts about your ability and luck. Therefore, if we want to satisfy the manufacturer's satisfaction, our satisfaction and our own offline distributors, we need to make a comprehensive plan for our market after getting a brand.

As the old saying goes, "everything is done before it is done, but it is never done". If a franchisee wants to successfully run a brand, he should have his own business plan, make a complete plan for his career, and set up a long-term goal of doing this brand well.

From a franchisee's growth process, from junior to senior, it can be divided into product agents, brand agents, brand trusteeship, and finally become the brand manager of the brand in the local regional market. Each general agent starts from selling products, and gradually becomes the manager of the brand in the local area, and ultimately completes the brand's local brand communication and reputation maintenance task. Career planning for a brand franchisee can avoid setbacks when encountering problems, or avoid complacency when making a slight achievement. Popularly speaking, ultimately, becoming a brand "brand manager" is to link the brand with its own career planning, and regard the brand as a career, rather than regard the brand as a simple business cooperation.

A good brand franchiser should make two plans, one is sales target planning, the other is development plan, and should learn to decompose the annual sales target issued by the manufacturer, clarify the sales plan of its own sales, and carefully study and analyze the whole market of the agent area, which market is the first thing to enter itself, and which market is the second step to enter, and which market can be considered after the two step. Under normal circumstances, a new brand is not suitable for spreading in a single market. Instead, it should first enter the market that is easy to develop and achieve quick results according to the characteristics of the development of the whole market area.

In addition, to do a good brand franchisee, we should also do well in the construction of institutions, brand building and channel construction. Of course, management can not be less. Management can bring benefits, such as market terminal management, brand image management, market standard management and "three streams" (logistics, capital flow, information flow) management and so on.