Agencies: How do you morph into a brand operator? Seek answers

Now the underwear market, the relationship between agents and manufacturers, and not secure, in the case of all interest-centered, agents year after year to change the brand, the manufacturer year after year to change the agent's thing is happening. This situation, as the operation of both sides have a certain relationship, but also each have their own difficulties. Yes!

There is an underwear agent, he said with great emotion: "

Now the province to do the best of several bra brands I have acted, but in the end are to the manufacturers to take back the opening of the office or by the more excellent agents to grab. At that time I hated the manufacturer's approach, but now see the success of these brands, I can understand why. At that time, they themselves did not take the brand as a brand to do, just the hands of the brand planning in the short-term interests of their own inability to continue the opportunity to ah. Now these brands if I still do agent, with my current concept and brand operation ability, to achieve the current results is very difficult, the concept really can not keep up. I now have nothing good brand, good brand also dare not find me, the market share is getting smaller and smaller, the future business is really difficult to do ah!"

I don't know from the above case, the agents have some feelings. The market is changing, the early generation of agents if not close to the market, and constantly improve their comprehensive ability to become a market eliminator is inevitable. The market is very cruel, the manufacturer's brand to develop, to enhance, the enterprise also faces the challenge of survival, the agent's mode of operation and business philosophy is still stuck in the state of the planned economy period, will be how to meet the increasingly competitive market and the brand's strategic planning. The development of the brand to break through this bottleneck, only to go back to the brand to find a match with the development of agents, or directly set up self-managed offices to expand the market to save the brand, save the enterprise. At the same time, those who do not seek to change, do not seek to innovate agents, the final result will be like the case of the above said agents, slowly decline in the market, until the collapse of the disappearance.

In the market, sometimes you will see some underwear agent's business card written on dozens of brands, really surprising!

These in the underwear industry is known as the big agents, whenever I see them complacent look, I really for their end of the TANYU, and then see so many unafraid of death of the manufacturers to knock on their door, I sigh for those manufacturers. Originally, more brands is a good thing, proving that there is strength and strong manipulation of the brand. Unfortunately, their brands are accumulated, but there is no scientific planning and integration of the brands on hand, more than fine. Some agents in order to suppress the development of individual brands in the market, or not allow competitors to get the brand, and the brand in the hands of the hands do not allow him to develop. In their hands in the many brands, many brands are in conflict with each other, complementarity is not strong, the elimination of the brand is not eliminated, the development of the brand is not the development of such sloppy brand management so that a lot of potential brands in the market in obscurity.

In this market economy, many agents tend to put the past successful experience to today's market, failure is the inevitable result. Those who have dozens of brands in the hands of the big householders whether to make some reaction, while in your hands were you fooled for a number of years when the brand has not awakened, quickly adjust the business strategy, give full play to the advantages of the existing brand resources and the market share of the brand, the market, manpower, reasonable integration, and rapidly improve the competitiveness of the market. If you do not want to change now, now the market competition is so fierce, the conditions for the survival of the manufacturers are threatened, the manufacturers can only open the knife to you.

The more intense the competition between brands in the lingerie industry, life and death survival in an instant, the market for the brand's operational requirements continue to improve, the early advocates of brand building manufacturers did create a number of excellent agents, but the competitive environment at that time with the present is incomparable, the increasing number of brands of underwear, the market share correspondingly shrinking, therefore, the brand's operational concepts are changing day by day, and the consumer becomes the The biggest beneficiary of the competition between brands, their loyalty to the brand is also correspondingly less, the consumer mentality has shifted from the early emotional consumption to rational consumption. In this way, the sales terminal sales difficulty will increase, and this pressure is also transferred to the brand's agents and manufacturers.

Agents are unable to cope with the increasingly competitive market, due to the agent's business philosophy and marketing backwardness, so that the development of the brand has encountered a bottleneck, the agent has not been able to keep up with the brand's speed of development and market changes, then the agent and the manufacturer to part ways is the final result. Therefore, in recent years you will see a lot of young agents in the world of underwear, they are engaged in underwear for a certain period of time of professional managers, they do not lack some sales performance in the market marketing manager, there are some do health care, medicine, electronics, cosmetics industry professional managers also joined the line. Why do they appear in this period? Believe that this is not by chance, proved to be the market demand, manufacturers desire. Many times you go to participate in the agent's brand new conference, you will find some more and more young, with the concept of innovative spirit of the agents appeared, and there are a lot of last year is still doing the agents disappeared, among them there is no lack of those large households.

Now the agent indeed in the end of the market competition will face a lot of crisis, to change the situation, there must be qualitative changes, slowly to the brand operator transformation, those who joined the ranks of agents from professional managers to the younger generation, should position themselves as brand operators.

What is the difference between an agent and a brand operator? It can be said that the former is static, the latter is dynamic, like the relationship between chrysalis and butterfly. Many of the current agents are still using the early concept to operate the brand, just to introduce the product into the region, the crude marketing products, for the construction and management of sales channels do not have a deep understanding of the brand shaping and maintenance is even more to talk about. Accurately speaking, they just play the role of the manufacturer's product inventory transfer intermediary, many of them are still a simple husband and wife store mode to operate, no sales force; therefore, the quality of the agent has decided the brand in the local market the length of the life cycle. Now the competitive environment, such agents can go far, I believe we will have *** knowledge.

And brand operators are the opposite, they have a modern marketing concept, the development of the market and brand building will make comprehensive planning, good sales team building and training, with a comprehensive marketing strategy to operate the market. Previously, the agent is equivalent to take millet plus rifle to fight, and brand operators are adept at commanding a strong combat troops of the general. Those new to the underwear industry, located in the brand operator of the young agents, with a professional manager's background, fully in line with the requirements of a qualified brand operator, they operate in the brand, both as the old man, but also as a grandson; will fight the ground war and will fight the guerrilla warfare; and have the ability to create due conditions in the absence of conditions.

In fact, after a few years, many manufacturers in the market brand operation has laid a very good foundation, has accumulated a lot of valuable experience, creating a lot of successful cases of brand operation, and more to train a number of marketing elites in the market; especially those who are manufacturers of the office manager, or those of the higher brand of the company's marketing manager, they are high-quality composite human resources, fully equipped with the brand operator requirements. Brand operator requirements. After so many years of office operations, they have a wealth of practical experience in brand operations and marketing strategies, the early agents are not comparable to the United States. If these elite generals once out of the company's constraints, in the ripe time to enter the brand operator, the underwear market will wind up again. By then those agents in addition to the advantages of capital, what else can you take with them to do it? In the next five years, a lot of export processing enterprises due to the shrinking of export business, the production capacity to the domestic market is inevitable, the comprehensive strength of these enterprises is not to question, they are most lacking is the ability to quickly establish the brand sales channels of the brand operator, they are more inclined to operate with the brand operator in the market *** with the funding, or in the form of market trusteeship to cooperation, marketing, branding and promotion work to the front line. Promote the work to the front line to go, the factory is only responsible for product development, design and production, each playing to their strengths, strong resources **** enjoy, resource integration. In these years, if you can establish an efficient, high-quality marketing channels and marketing team, some foreign brands in the future will throw an olive branch to you, this is the time you really big and strong.

Two, set up and now match the resources of the company's organizational structure, reasonable, efficient management of your team and the market

Three, the establishment of the key to the full, effective training mechanism

The long-term stability of the marketing team is to rely on training to continue, employees if there is no ability to improve their work, they will soon be lost and the establishment of the training mechanism, effectively improve the company's core competitiveness.

The long-term stability of the marketing team depends on training.

Fourth, the existing brand resources reintegration, rational allocation of the company's effective resources

Using the Boston BCG

Matrix method, the existing brand classification, those are the market growth rate is low, high market share of the golden calf-type products, these brands are to ensure that the company's cash flow; some of those are the market growth rate is high, the relative market share is high, the star of the product, these brands are to invest in the cultivation of the company. Products, these brands are to be invested in the company's future profit growth point of the product; that some of the market growth rate is high, but low market share of the problem products, these brands belong to the inputs and do not give up between the product, and finally divided that some of the market growth rate is low, the share is also low skinny dog type products, these brands needless to say know that to be out of the brand, but also take up funds, and take up resources, and no profit, now do not kill waiting for when. Now do not kill waiting for when,

Fifth, the existing marketing channels for reasonable planning and adjustment

For the better development and management of the brand, the role of the network to play a full share of the network and functions, the existing network to re-planning and adjustment. The banning of the banning, the support of the support to increase efforts to support. Agents have to face a lot of problems, this is only the most basic part, but agents in the concept of change, the next market may be the eliminator is you