Four Mistaken Ideas Of Clothing Agents Market Development Strategy

Looking at the development of China's agent market from the perspective of Ayilian brand agency

Guangzhou Ayilian Garments Co., Ltd. was founded in 2000. It was successfully pformed from wholesale to monopoly in 2004. It has opened more than 1400 stores nationwide.

Similar to the "Ayilian" brand, the development of most brands in China has the same experience, that is, when they start to do wholesale, then with the accurate positioning of brand positioning, the expansion of market share and the perfection of internal management, the wholesale market will be pformed to brand selling.

At the same time, China's vast territory and abundant resources, large temperature difference, and regional consumption habits are quite different, so the development of Chinese clothing enterprises is basically based on the form of provincial agents.

"Ayilian" has more than 20 provincial agents, and some agents have 2 or more provinces, so Ayilian brand has basically been in all parts of the country.

The most important part of making a clothing agency is opening shop in the early stage, opening to the right store and finding the right franchisee. Later management will get twice the result with half the effort.

So, for the "Ayilian" brand, especially for our national agents have already occupied a certain market share, how to break through the bottleneck of their own development and achieve higher sales performance is not easily affected by the objective factors of market and product development.

There are usually some misconceptions about the development of Ayilian brand and even the national agents.

The bigger the market, the better.

American scholars put forward three principles of cost leadership, product differentiation and market concentration.

Ayilian head office has cut down the cost through mass production, thus formulating the right and low price correct marketing strategy.

And in the development of products to walk the ladies leisure routes and lead the same brand, has seized the edge of the market.

Usually agents want companies to give their own districts bigger and better, which is not necessarily the case.

At present, some Chinese clothing brands have implemented the market concentration strategy and achieved great results and market reactions.

The principle of market concentration refers to the market development strategy that concentrates strength, concentrates operation cost, centrally manages energy to do regional market, makes the market stronger and stronger, enhances the strong influence of the brand in the market, and spreads to the surrounding market.

Let's take the Hangzhou market as an example.

Hangzhou city only Yanan road can open at least 4 stores, it can achieve 12 million turnover (wholesale, according to 60-100 Square shops), plus Wulin Road, Jiefang Road, Stadium Road, Wen Yi Road, teaching workers Road, etc., a conservative calculation can achieve 18 million, then a Hangzhou urban area can achieve 30 million.

Together with 6 county-level cities and dozens of towns with very active economy, concentrated foreign population and leisure sports brands, if we can make the Hangzhou area thoroughly cooked, we can achieve at least 1 hundred million of the wholesale volume.

So, 30 million of Hangzhou and 30 million of Zhejiang are completely different for this brand.

1, centralized market strategy greatly reduces management costs and management difficulties.

A city market in Hangzhou can only be finely supervised by 2 supervisors. If a Zhejiang market wants to do 30 million, it needs at least seven or eight supervision.

Besides, the market in Hangzhou can go to stores every 1-2 days, but if the seven or eight supervisors in Zhejiang market can only arrive at least two months, and increase the cost of travel and so on.

2, centralized market strategy greatly expands brand influence and popularity.

If we concentrate on the market in Hangzhou, then the franchisees and consumers who have been to Hangzhou will be impressed with the brand of Ayilian.

Hangzhou's "insisting on my brand" is a very striking example.

In the urban area of Hangzhou, "uphold my" sponsorship of Greentown football team, bus station electronic screen advertisement, bus mobile TV advertisement, bus body advertisement and so on are all regional advertisements, which not only save advertising costs, but also greatly enhance the brand influence and popularity in the regional market.

3, centralized market strategy can greatly enhance brand competitiveness.

The biggest difference between a big market and a decentralized market strategy is to enhance the competitiveness of other similar brands.

The ability to resist risks has been greatly strengthened.

Of course, the market concentration strategy does not mean abandoning the market in other regions, but concentrates on the market of a certain region first, and then spreads through the influence of the market.

At the same time, the market chosen to focus on development does not conflict with the development of other markets.

Two, abandon the market development of existing franchisees.

When the agent was developing the market, when a franchisee opened a shop, he gave up the development of them, which was wrong.

We give the franchisee a regional market (an urban area or a specific area) rather than a single store.

Through the investigation of some "county" market in Ayilian, the author found that there are two "Ayilian" stores in a county-level city with only one commercial street and 5 minutes away from each other.

Besides the main commercial street, there is a trend of spreading to the surrounding streets. Although these newly developed streets are not as good as the sales of old commercial streets, but because of their low rent, some brands can also divide the market here, so in a county-level city, they can open at least 3 or more brands.

For franchisees, single brand multi store strategy can not only enhance brand competitiveness, but also enhance product mix and increase sales.

We should select some excellent franchisees to penetrate the market.

Our existing franchisees have the following advantages over the newly developed franchisees:

1, the "Ayilian" brand franchise conditions and brand itself? Script src=>