2010 Brand Trusteeship Saves Lives (1)

Wang Zheng, a former agent in charge of a well-known clothing brand in Beijing, is now hosting the channel development and sales management of a clothing brand in Beijing area. The Commission is 8% of sales.

Zhao Youlin is responsible for the brand of a clothing brand in Shanghai market.

Tian Licheng is different from Wang Zheng and Zhao Youlin's natural behavior. He has his own "trusteeship company".

He is responsible for the development and sales management of several clothing brands in the North China market. The trustee Commission is 18% of the sales return, which includes all the expenses in the sales link such as the guide purchase wages and the maintenance expenses of the shopping malls.

Trusteeship and trusteeship in China are increasing rapidly. Hosting is not a new word for many fashion brands.

Although the relationship between the trustee and the brand is the relationship between the employer and the employer, the cooperation between them is not smooth sailing, but a continuous game process.

From agency to trusteeship: qualitative leap

A large part of China's many clothing brand hosting companies are pformed from past wholesale clothing agents. They have focused on fashion styles, production speed and quality, but now focus on sales network channel construction and terminal management.

Trusteeship is that the clothing brand entrusts part of management power to a specific individual or agency for management, and exercises management, maintenance, upgrading, promotion and so on, thereby promoting brand development.

Correspondingly, brand trusteeship institutions should have the advantages of personnel, channels, funds and relatively complete management.

After the pformation of many agents to the trusteeship, we will find that the internal structure of the work category has undergone a qualitative leap.

Trusteeship emphasizes more on the development, operation, maintenance and management of the market, focusing on the terminal operation system, product path construction and management.

When it comes to the substantial difference between trusteeship and agency, Dong Youci, director of Wuhan Yi manmade Trade Development Co., Ltd. gave a comprehensive explanation to our reporter.

For trusteeship, the most important thing is to communicate with manufacturers.

Trusteeship is bound to have differences with the branding in channel building and brand development. Such differences will blend in with the brand's views in the process of continuous running, and finally form a more comprehensive marketing consensus. The profit from hosting is not large, and the risk is not large relative to the agents.

In the early days, the trustee should pay the deposit to the brand dealer so as to get the clothing goods.

After that, the trustee fee is paid by the brand manager for the management of the brand channel.

When the trustee and the branding cooperation end, as long as the trustee does not damage the brand during the trusteeship period, the deposit before the trustee can be returned.

During the trusteeship period, in addition to ensuring the brand image of the clothing, all local sales work is also completed by the brand trustee agency.

Compared with the cooperative relationship between the trustee and the manufacturer, the agent and the manufacturer are money and goods trading.

All business strategies of agents should be consistent with brand names.

Because the cost of capital is larger, the risk is greater than that of the trustee.

The image of agents, storefront, display of goods, training of shop assistants and so on must be guided by the arrangement of brand operators, and brands should also participate in the operation and decision-making of agents.

It can be said that trusteeship is the upgrading stage of garment agents' right to speak and decision-making power.