Clothing Agents Are Entangled: Brand Names Or Non Brand Names?

　　 many Agent Headache, I do not know whether to make famous brand or non brand name. But no matter whether it is a famous brand or a famous brand, you must look at it yourself.

As a successful agent of many world famous brand management companies, Xu Duo believes that in clothing, leather shoes and other industries, it has been the brand world for decades. To create a private brand, it is necessary to invest a lot of energy and pay a lot of money. Acting as a well-known brand is a shortcut. It takes a lot of work to get products from other people for decades or even hundreds of years.

"But there are pros and cons of acting brand products and non brand products," said CEO Yu Fei, Shanghai blue wisdom Marketing Consultancy Co., Ltd., which is not strong enough to resist risks. Small and medium sized agents In particular, we should pay attention to the difference between them.

Acting well-known brand products can easily attract eyeballs and gather popularity. It has obvious advantages in winning the subscription rate and awareness of consumers. But the shortcoming is that the famous brand products do not have high gross profit margins and small profit margins for small and medium-sized agents. Most of the famous brand enterprises are meticulous in matching the strength matching agents, while small and medium-sized agents tend to belittle or even ignore them, so that small and medium-sized agents are "hot face sticking to cold buttocks".

In many cases, small and medium-sized agents have to bear the harsh conditions of compulsion in the face of brand enterprises. Their roles are relatively weak and have little power to speak. But from the perspective of the entire value chain, the distribution of branded products can enhance its own industry. Persuasiveness 。 When negotiating the retail terminal, it can turn the weakness into a strong one, and acquire resources through the retail terminal to enhance the right to speak. Therefore, there are many agents, in the case of meager profit or even not making money, will also choose agents brand, in order to earn popularity.

And acting unknown brand products do not make money. Because consumers' recognition of non brand products is low, such enterprises themselves will seek truth from facts and reasonable positioning. The biggest magic weapon they attract small and medium agents is large profit margins, good service attitude, logistical support and distribution. "No profit can not rise early, and driven by interests, small and medium-sized agents are also very willing to do such a business. But there are also drawbacks. These products without brands can hardly attract eyeballs and gather popularity. The distributor of non mainstream products has a very low status in the business world, and has few voice in the value chain of competitors and upstream and downstream enterprises. "

　　 It seems difficult to balance the game between agents or non famous brands, making money or earning popularity. Yu Fei suggested that strategically speaking, the two should keep abreast of one another, and tactically, they should have a concept of "before and after". For small and medium sized agents, a small number of high-profile brands with a large number of unknown brands, a small number of high-profile brand image, stable cash flow, and rely on more unknown brands to make money, the effect is better.