Brand New Measures For Shoes And Clothing, Provincial Agents Have Been Cut Off.

The provincial agent system has made great contributions to the rapid rise of the brand of shoes and clothing in Quanzhou. However, with the new stage of development, its disadvantages are becoming increasingly apparent.

In order to change the "bedside dream" situation between the provincial agents and the headquarters, Quanzhou enterprises have adopted various "cutting" measures recently, such as sending out the "imperial company" branch supervision and opening up the direct outlets, and so on. The purpose is only one: strengthen supervision, and further benefit from the provinces, and join the same retreat.

review

The provincial generation has made great contributions.

First look for provincial agents, and then quickly open up shop all over the country.

Shoes and clothing, like a weapon, has created a brilliant development in the early stage.

Zhou Shaoxiong, chairman of the seven wolves, once mentioned that the provincial agent system made the network of the seven wolf store very fast.

This has also become the booster of many shoe and clothing enterprises.

It is reported that since 1995 when the seven wolves first adopted the management mode of agent system, the agent system has become the marketing mode commonly adopted by the brand enterprises. It has created a group of Fujian business casual men's clothing brands, such as Li Lang, Jin Ba, Qipai, and so on.

"Everyone was fighting for me at that time."

Insiders said that many brands of Fujian shoes and shoes emerged at the beginning of the market. When enterprises looked for agents, they used the strategy of "first chaos after treatment", and the hidden danger was buried.

After many years, with the constant changes of the market, the disadvantages of the agent system have begun to appear. Although it is not possible to deny the importance of the agent system to the existing brands at present, it is unavoidable that the problem of the metabolism of Dai Xinchen in the province has been placed before the front-line shoe and clothing enterprises.

Present situation

Disadvantages of "bedside dream"

As the saying goes, it is difficult to fight rivers and mountains.

Some of the "two generation" generation became the object of checks and balances.

There are two main reasons for this happening: one is that the Brand Company hastily missed the target in those days, so that the province's generation did not keep up with the development of the times in terms of management concepts and management, and had never done well in their own areas. The other one was very special, and the provincial side did very well in its performance, but because of the inconsistent interests of the long term and the short term, it was "bedfellows" with Brand Company.

"It is not that we do not want to be concentric with the enterprise, but now the economic environment is not good, and the inventory pressure is so great. If we want to further develop the direct stores and increase investment according to the requirements of the head office, the future returns will not be so great."

A provincial generation who did not want to be named revealed his thoughts.

In the early days, the market was bigger than the supply, and the franchised store was over one. When a few years ago, along with the development of the enterprise, the quality of the bag was rapidly increased, and many people had more than ten million yuan.

Affected by the economic situation, some of them began to invest in the real estate industry. Some even built factories in their hometown and launched their own brands.

The natural generation of "born two hearts" can not concentrate on its progress with headquarters, and of course it will become the goal of "metabolism".

The ability of these people is relatively high, and it is a very helpless choice for enterprises to sit down and negotiate with them.

A marketing director of a company said that these market players have strong market capabilities, but the "double minded" generation has a similar feature, that is, eager for quick success and instant benefits. After making money, they start to toss.

reform

Branch helps metabolism

No matter how big the malpractices of the provinces are, the first-line shoes and clothing enterprises will not stop.

According to the annual report of seven wolves, as of the end of 2011, the company had 530 Direct stores (142 new in 2011) and 3446 franchises (309 new ones in 2011).

In 2011, the total number of Anta brand retail outlets was 7778, with a net increase of 229. In 2010, the number of Anta stores increased by 958.

In the first half of 2011, the brand of Lai Lang's main brand increased by 83 shops, with the total number of stores reaching 2888.

In the face of the uncertain economic situation, the front-line min faction shoe and clothing enterprises are steadily developing the market, and on the other hand, they begin to recover their power.

According to people familiar with the situation, the seven wolves started exploring the establishment of branches in 2008, and now they have set up 17 branches nationwide, directly participating in regional operations, or replacing the original provinces.

In addition, there are 5 outstanding provinces, which complement each other with the branch.

The establishment of the branch is also worth mentioning: several of the 17 branches exist from the original provincial affiliate shares and head holding.

This form of mutual integration is determined by market changes.

Anta, who made the most of the Olympic Games, also strengthened the management of the province's generation by setting up a branch.

It is said that Anta is still a development mode based on the province's generation. The proportion of direct battalion is not large, but the branches scattered across the country can timely feedback the information of provincial generation and strengthen communication between the two sides.

In addition, the management system that has been rooted in all the terminal stores in the country can also effectively grasp the market dynamics, conduct nationwide cargo pfers, and consider effectively, helping agents solve sales problems.

It is understood that

The reform of the system is not limited to the famous brand enterprises for many years.

Kasiron said that this year they will further develop their branches and infiltrate them through the management of headquarters to strengthen the cohesion of business management.

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Reflect

At first, we could avoid the provincial system.

"The malpractice of the provincial system has become the consensus of the industry. It is better to increase the strength of the direct battalion than to directly avoid the provincial system."

Some people in the industry put forward such a view.

Reporters learned from the industry that the management mode of the men's wear is different from that of other enterprises. They do not have provinces, but only franchisees and direct stores.

"Such a mode can avoid the side effects brought by the provincial generation better, but the key problem is that there must be sufficient back-up funds to support it."

According to the analysis of the industry, the odd mode is regarded as a special case. For most of the enterprises that rely on the development of the province in the early stage, the role of the provincial generation can not be totally negated.

If we want to bring the terminal back to the head office directly, we will face more pressure on the capital.

For example, according to the data plan of 5000 stores, a shop will be calculated by 10 people. The social security and salary of 50 thousand people will be a huge investment, which has not yet calculated other problems such as talent reserve.

"Li Lang is committed to the provincial generation."

According to Hu Chengchu, vice president, according to the development of enterprises, some people come in and some people leave. This is a normal metabolism. As long as the enterprises have enough respect for each other in the system and in the human relationship, they can jointly achieve the pursuit of wealth from the pursuit of sharing to the pursuit of sharing.

Li Lang now has many provinces that are partners in the same year. When they have difficulties, the company will make a move. In turn, the company has a request and they will try their best to cooperate.

Now many provinces have invested in the establishment of their own outlets, which is also equivalent to one party's branch. Because they are determined to share their determination with the enterprise, they will consciously increase their chips and reduce their chances of being replaced.

viewpoint

There is no such thing as once and for all.

"It's not loyalty but temptation."

Anta sports public relations manager Yuan Wei believes that for successful enterprises, the key to finding a suitable channel management mode is the cohesion of the enterprise.

The formation of cohesive force requires high value-added products provided by enterprises, so that there will be a comprehensive charm to enhance the confidence of provincial investors or other investment participants.

If you can make sure that you can make money with your province or co-workers, even if you rush them, they will not go. But if the product is not high enough, you will not be able to ask him.

For example, if an enterprise can help the provincial generation earn 10 million yuan, the outside investment can ensure that he can earn 20 million yuan, and that is, whoever will choose to invest outside.

Similarly, in the new economic environment, there will be less and less profits. But with powerful companies, they can still increase their profits steadily. No matter who will choose to stay.

"Compared with the mature enterprises in Europe and the United States, our channel management mode is still very backward, but South Fujian has a unique spirit of innovation and pioneering, so we will still be brave enough to try to find the best mode to implement management."

Hu Chengchu, vice president of Li Lang, believes that everything is constantly improving in the process of change, and there is no thing that will happen once and for all.

Yuan Wei said, each enterprise's financial strength is different, the product is different, the superiority is different, the localization is different, the development stage is also different, therefore can not find the so-called success mode, can only depend on own strength and the development stage to look for to conform to own channel management way.