Editor's note: In order to increase the authority of the company's management and management, the new local apparel brand tries to join the agent to develop a single store.
"Single store joining" is an important direction Shishi Disai apple apparel held its new product release for the first time last year, at the same time, launched a full range of specialty stores, the company adopted a single store to join the model. The company's then CEO Yang Zhi said that the current decline in the performance of some brands, because the agent to the district agency and then to the franchise, this layer of superimposed model is no longer competitive. Therefore, the company will try its best to shorten the middle part and adopt a single store to join.
“Single store franchise is the management of its own company, and the feedback on all aspects of information is certainly much faster; the deployment of various affairs is certainly more convenient; the intermediate link is eliminated, and the profits are certainly much higher.†Fujian starting children Mei Changqing, deputy general manager of supplies Co., Ltd. said.
Lin Yongxun also told reporters that the company is currently focusing on the development of the regional market, the joining method is also used to join a single store, so that the feedback of information faster, the company can quickly respond to slow-moving style.
“At present, the mode of agent joining makes enterprises face a lot of pressure. If enterprises do not go in transition, the initiative will always be in the hands of customers. If large customers join together to negotiate with enterprises, then enterprises will be very passive. In the joining mode, enterprises have accelerated the speed of store expansion, and at the same time they have mastered the initiative to avoid the game between the company and the agents. Many industry insiders including these people have pointed out that this cooperation model will be built. A win-win situation is not simply to sell the goods to the guests but to consider more closely the survival and virtuous circle of both parties.
“There are more than 400 prefecture-level cities in the country and more than 3,800 counties, but the company’s terminal outlets are not spread across so many places. This is determined by the provincial generation model, such as Sichuan Province for 'you', but 'you' There is no way to cover all counties in Sichuan; the provincial generation's radiation capacity does not meet the company's expectations, but at the same time, the provincial generation also likes to occupy resources.†Guo Hanxi, a Kyushu peer brand marketing expert, said that the company’s people cooperate with the general generation to expand in the local area. Single store joining, this is an important direction. If we rely solely on the general generation, the total generation is unwilling to do so; but people who rely solely on the enterprise to set up branch offices in the country to do single-store joining will have problems after a long time, and the cost of remote management is too high.
The “general generation†cannot be replaced in the short term. “Actually, nowadays, many brands go through the general generation, provincial generation, and then go to the terminal. This is also the case when we started our company. However, over the past few years we have felt that this is an instability. In the model, companies expect both distributors to do a good job and they worry that distributors are doing too well. Agencies also want to do a good job, but they are afraid to do too well because companies will consider the market when they are doing too good or bad. Recalling.†Some clothing company operations director of a lot of emotion, tells the relationship between agents and brand companies "both symbiotic, but also exclusion" of the game relationship.
In Guo Hanxuan's view, the development of the society has continued for another hundred years, and brand enterprises cannot be separated from dealers. Brand companies plus dealers plus consumers, this triangular relationship is the most robust. If the brand companies plus dealers plus the owner of the store plus consumers, this "four wheels" mode of operation is the healthiest. "At least there must be brand enterprises, distributors, and consumers. If they become only brand enterprises and consumers, then there is a problem." Guo Hanxi said that the way to join is to regulate the behavior of dealers to make money rationally. The dealer is The land snake, the brand is a strong dragon, strong dragons and land snakes can be a good cooperation to achieve the creation of the value of both sides.
Guo Hanxi said that single-store franchising has changed the mode of gross operation of the general generation, but the best method of single-store franchise mode is still to have a general generation inside, because the total generation is made by channels and funds to make money, and it can pass on the risk of manufacturers. “If there is only a single shop joining, there will be a problem. How many bosses in this place are willing to join you? This is a problem. Second, when one or two hundred franchise stores in this province are dealing with headquarters, your manpower Can resources keep up with it? Not keeping up with it will cause problems."
“Single store franchising should not be done by the company itself, but it should be done by the general agency. I think this is the best, namely, the headquarters, distributors, store owners, and consumers.†Guo Hanxi said that the way to join a single store is very The big direction is the flattening of the channels, but the channels are flattened again and the total generation must exist, especially for enterprises of a certain scale. The success of big brands is a model for the successful transformation of provincial governments. For example, Anta turns the franchisees in Shandong into shareholders of the headquarters. Jordan turns the distributors in Shandong into the CEO of the company. It must be integrated, inclusive and built. platform. It's not that you eat me, I eat you, but we go and eat others together.
"If the total generation is canceled, the costs will be borne by the company itself, whether it is at the wholesale or retail outlets. Second, it will also bear the risk of doing a bad job. At the same time, the manpower requirement is even higher," Mei Changchang said. Qing said that the single-store franchisees should be determined according to the situation. For example, if the company already has an agent in Hubei, it will no longer accept the single-store franchise, but if it is in this area of ​​Qingmeng, Chenye and Anhai, it can be considered. Because the company can control the market on this side.
Local clothing brand new test "single shop franchise"
Since last year, Maigen Garments Co., Ltd. has launched a new agency model - joint ventures. “The so-called joint venture is actually a cooperation between companies and customers, and it is also another kind of special 'direct operation'. For example, a customer has a store and wants to be a brand, but he is worried about the pressure of inventory and the management skills. It is possible to adopt a cooperative approach where customers provide stores and a certain amount of margin, enterprises provide goods and management, and customers take the share of turnover.†Lin Yongxun, deputy director of the company's operation center, introduced the concept, which relieved pressure on the store operators to operate later Because personnel, inventory, and management are all corporate. The management model of future agents and franchisees must cater to the company's management system.
This kind of affiliation model is actually a "single store franchise" that many new brands in the apparel industry are trying. The industry generally believes that a new clothing brand starts, and it will be easier to adopt “single store franchise†expansion. So, for the just-started brand, "single store joining" and the traditional "general generation of joining" approach, which method is better? The reporter explored this.
"Single store joining" is an important direction Shishi Disai apple apparel held its new product release for the first time last year, at the same time, launched a full range of specialty stores, the company adopted a single store to join the model. The company's then CEO Yang Zhi said that the current decline in the performance of some brands, because the agent to the district agency and then to the franchise, this layer of superimposed model is no longer competitive. Therefore, the company will try its best to shorten the middle part and adopt a single store to join.
“Single store franchise is the management of its own company, and the feedback on all aspects of information is certainly much faster; the deployment of various affairs is certainly more convenient; the intermediate link is eliminated, and the profits are certainly much higher.†Fujian starting children Mei Changqing, deputy general manager of supplies Co., Ltd. said.
Lin Yongxun also told reporters that the company is currently focusing on the development of the regional market, the joining method is also used to join a single store, so that the feedback of information faster, the company can quickly respond to slow-moving style.
“At present, the mode of agent joining makes enterprises face a lot of pressure. If enterprises do not go in transition, the initiative will always be in the hands of customers. If large customers join together to negotiate with enterprises, then enterprises will be very passive. In the joining mode, enterprises have accelerated the speed of store expansion, and at the same time they have mastered the initiative to avoid the game between the company and the agents. Many industry insiders including these people have pointed out that this cooperation model will be built. A win-win situation is not simply to sell the goods to the guests but to consider more closely the survival and virtuous circle of both parties.
“There are more than 400 prefecture-level cities in the country and more than 3,800 counties, but the company’s terminal outlets are not spread across so many places. This is determined by the provincial generation model, such as Sichuan Province for 'you', but 'you' There is no way to cover all counties in Sichuan; the provincial generation's radiation capacity does not meet the company's expectations, but at the same time, the provincial generation also likes to occupy resources.†Guo Hanxi, a Kyushu peer brand marketing expert, said that the company’s people cooperate with the general generation to expand in the local area. Single store joining, this is an important direction. If we rely solely on the general generation, the total generation is unwilling to do so; but people who rely solely on the enterprise to set up branch offices in the country to do single-store joining will have problems after a long time, and the cost of remote management is too high.
The “general generation†cannot be replaced in the short term. “Actually, nowadays, many brands go through the general generation, provincial generation, and then go to the terminal. This is also the case when we started our company. However, over the past few years we have felt that this is an instability. In the model, companies expect both distributors to do a good job and they worry that distributors are doing too well. Agencies also want to do a good job, but they are afraid to do too well because companies will consider the market when they are doing too good or bad. Recalling.†Some clothing company operations director of a lot of emotion, tells the relationship between agents and brand companies "both symbiotic, but also exclusion" of the game relationship.
In Guo Hanxuan's view, the development of the society has continued for another hundred years, and brand enterprises cannot be separated from dealers. Brand companies plus dealers plus consumers, this triangular relationship is the most robust. If the brand companies plus dealers plus the owner of the store plus consumers, this "four wheels" mode of operation is the healthiest. "At least there must be brand enterprises, distributors, and consumers. If they become only brand enterprises and consumers, then there is a problem." Guo Hanxi said that the way to join is to regulate the behavior of dealers to make money rationally. The dealer is The land snake, the brand is a strong dragon, strong dragons and land snakes can be a good cooperation to achieve the creation of the value of both sides.
Guo Hanxi said that single-store franchising has changed the mode of gross operation of the general generation, but the best method of single-store franchise mode is still to have a general generation inside, because the total generation is made by channels and funds to make money, and it can pass on the risk of manufacturers. “If there is only a single shop joining, there will be a problem. How many bosses in this place are willing to join you? This is a problem. Second, when one or two hundred franchise stores in this province are dealing with headquarters, your manpower Can resources keep up with it? Not keeping up with it will cause problems."
“Single store franchising should not be done by the company itself, but it should be done by the general agency. I think this is the best, namely, the headquarters, distributors, store owners, and consumers.†Guo Hanxi said that the way to join a single store is very The big direction is the flattening of the channels, but the channels are flattened again and the total generation must exist, especially for enterprises of a certain scale. The success of big brands is a model for the successful transformation of provincial governments. For example, Anta turns the franchisees in Shandong into shareholders of the headquarters. Jordan turns the distributors in Shandong into the CEO of the company. It must be integrated, inclusive and built. platform. It's not that you eat me, I eat you, but we go and eat others together.
"If the total generation is canceled, the costs will be borne by the company itself, whether it is at the wholesale or retail outlets. Second, it will also bear the risk of doing a bad job. At the same time, the manpower requirement is even higher," Mei Changchang said. Qing said that the single-store franchisees should be determined according to the situation. For example, if the company already has an agent in Hubei, it will no longer accept the single-store franchise, but if it is in this area of ​​Qingmeng, Chenye and Anhai, it can be considered. Because the company can control the market on this side.
Local clothing brand new test "single shop franchise"
Since last year, Maigen Garments Co., Ltd. has launched a new agency model - joint ventures. “The so-called joint venture is actually a cooperation between companies and customers, and it is also another kind of special 'direct operation'. For example, a customer has a store and wants to be a brand, but he is worried about the pressure of inventory and the management skills. It is possible to adopt a cooperative approach where customers provide stores and a certain amount of margin, enterprises provide goods and management, and customers take the share of turnover.†Lin Yongxun, deputy director of the company's operation center, introduced the concept, which relieved pressure on the store operators to operate later Because personnel, inventory, and management are all corporate. The management model of future agents and franchisees must cater to the company's management system.
This kind of affiliation model is actually a "single store franchise" that many new brands in the apparel industry are trying. The industry generally believes that a new clothing brand starts, and it will be easier to adopt “single store franchise†expansion. So, for the just-started brand, "single store joining" and the traditional "general generation of joining" approach, which method is better? The reporter explored this.
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