Don'T Put Pressure On Agents When The Economy Is Down

When the economy is in a downturn, don't put pressure on agents. If they live well, brand merchants can live better in the recent busy fashion week, Zhang Zhifeng, chairman of northeast tiger enterprise, told reporters at the fashion week: "we are not affected by the economic crisis." As a result, this sentence was taken as the headline of Fashion Week News on sohu.com, and was put on the top for a week. People are very interested. Why can it not be affected by the economic downturn? What is the secret of those garment enterprises that can not be influenced by the economic environment?       In an interview with the reporter, Hong Zhongxin, general manager of Jinba enterprise, said: "brand enterprises have not been hit by the market at present, because we have a strong capital accumulation, our enterprises in Fujian are crisis conscious, we understand that management is not looking at the present, even if the situation forces us one day, we will take all the employees to leave Fujian There is also money to build a new strongman when the inland is reopened. " Perhaps this is the idea and preparation work done solidly, Fujian clothing enterprises have almost no capital chain fracture, but Hong Zhongxin also told reporters an important content: "the economic crisis makes clothing enterprises enter the cold winter, the situation will not change in the spring of 2009, in such a time, management must be upgraded. The most important thing of Jinba recently is to ensure the good development of channels. " Indeed, it has become an indisputable fact for many years that the most important interests of every clothing brand with annual sales of more than 100 million are in the hands of several large regional buyers. The win-win situation between buyers and brands is the truth of garment enterprises' market development since 2000. Jinba is a senior old enterprise in Fujian Province which has been developing for nearly 30 years. At the same time, Xu Wenyu and Wang Liangxing have reached a consensus on "ensuring the good development of channels" mentioned by Hong Zhongxin. Xu Wenyu, chairman of Fujian Shishi shideya Clothing Co., Ltd., said: "our order meeting system is that the buyer is God. They come to see the goods, then buy out the first batch of goods, and then replenish them. Every year, there will be a little deviation, and everyone has the responsibility to digest a small amount of inventory. We have to understand that the agents are conservative this year. In the past years, it will certainly give them a little pressure to order more goods. " but if there is a downturn in the market, is it the brand owners who first feel the shortage of funds or the agents? Xu Wenyu said: "there are always risks in doing business, but now some agents have no reaction to the economic crisis, and they are the same as in previous years, and even have greater prestige. The reason in the middle is also very complicated. For example, the financial basis of the buyers and operators themselves is quite different. When dealing with agents, you have to know them. Only when they live well can you live better. " Wang Liangxing said: "if the market is a river, we can't cede the market when the crisis comes. At least we have to occupy those important strategic areas." the agents prefer the brand with the most intimate management many agents in different places have more or less expressed the feeling of obvious depression in the market under the economic crisis. However, the bigger concern of agents is how much money they earn, which is the profit margin, rather than the total sales volume. Ms. Han Xiaoyan, an agent of a women's clothing brand in Sichuan, told reporters: "I have represented two Beijing brands. However, because the two brands have the requirement of" exclusive franchise "in the agency regulations, and the two brands have the intention of competition, this situation has been a secret in the five years since I was in charge of the two clothing brands. But these two brands in this year's Wenchuan earthquake, I gave up a brand. Because this brand in that year's order standard requirements are higher, in the Sichuan earthquake also let us digest the inventory alone. Another very timely to give our agents the best support and care, not only refund the payment, but also give us some compensation. I thought to myself, although I made a lot of money in the past few years, it has been fully subsidized in this season, and it will be difficult to work together in the future. " the economic crisis suddenly happened, which may be as unexpected as the earthquake for many front-line distributors. Mr. Zhang, a Wenzhou native who sells Hengyuanxiang thermal underwear in Urumqi, Xinjiang, said: "I used to sell not only Hengyuanxiang but also bosden. I only do Hengyuanxiang now because they don't ask me to buy all the winter's goods at a time. They are very close to me. From September to march of the next year, they give me six replenishment opportunities. In this way, we are much less at risk. " why did Ms. Han and Mr. Zhang choose one brand to sell after they initially represented several brands? The reason is that the last brand is the most refined and intimate in channel management. in the current economic winter, many agents have said that brand policy is more humanized, and minimizing the risks of both parties is the key. it is very important to reduce the cost. Indeed, some years ago, Fujian men's wear and Shanshan, Youngor, Romon and other Ningbo men's wear market, relying on the marketing drive. There is a sentence always appears in their phone: "open another store, open another store! Tens of millions of CCTV ads have been put in, and you must complete 50 million in the first half of this year, or we will change people and we will not do this business with you. " It seems that the most important thing to do now is to reduce the cost of car braking. "The sales volume in Beijing has a downward trend compared with that in previous years, and there is also such information in other cities," the head of Beijing's blue land brand market told reporters However, in the Shanghai market, Giffen is still popular. "There are two important factors in the clothing industry that designer brands are less affected by the economic crisis: the first is the simple management structure; the second is the high added value of individual products." Indeed, in such a cold economic winter, many brand enterprises in homogeneous competition will gradually launch some important market cities if their relationship with agents is not good. Wang Liangxing, who has been good at expanding the market, told reporters: "although these agents are operating in the front line of the market, some actions of brand enterprises will directly affect the work of these agents. If we blindly increase the pressure on them now, we will not do things according to the economic laws. " Hong Zhongxin, general manager of Jinba enterprise, said: "it is much more difficult to manage sales channels than to manage production, because the larger the market is, the more unstable factors will be. In such an economic crisis, perhaps the problems encountered by ten agents are different, and brand companies should face these problems one by one. But it's important to set up a mechanism to let them make money. In this winter, considering that we have to make money for agents, it's a little difficult for us. However, it doesn't mean that you must make less or lose money. I told everyone in the company that we must try to save costs, starting with eliminating inventory. " Since 2004, Jinba enterprise has established an information management network to let all agents report the sales situation. Their principle is not to let the agents have more risks, and at the same time, they also connect the information to Wan Liangliang, the design director. "We want to make fabric enterprises not waste cloth, because every one of us is custom woven and dyed, and each garment can be sold at more than 20% off the regular price," Wan Ming told reporters Jinba has been busy for four years, and the information platform was finally launched in early 2008. More than 3000 sales outlets across the country are allowed to operate the software program of "asking for instructions early and reporting later" in front of computers. The process is very difficult. However, today, Wan Ming Ming Ming and Hong Zhongxin both realize the benefits. Just as the manager of a Fujian brand marketing department said: "if it is zero inventory, there is no contradiction between the agent and the brand. In this kind of economic crisis, we all came to tighten our trouser pockets. "