Women's store brand hosting channel model

"They don't care," said Li Yuanhui. The company’s former general manager handed over the brand’s sales in Beijing to a company’s trustee who was responsible for taking care of the Beijing market. Now, Li Yuanhui feels that the original decision was too bad. He thinks this hosting company is too unprofessional and does not understand clothing.

Brand hosting has become popular in the apparel industry in recent years, and has become an important way for apparel channel innovation and channel outsourcing. The so-called "custodianship" refers to the business model in which a clothing brand entrusts certain administrative powers to certain individuals or organizations.

The trusteeship is divided into an overall trusteeship and sales trusteeship. The overall trusteeship is the trustee's overall takeover of the brand's overall affairs; and the sales trusteeship is the trustee's work only managing the sales link.

Most of the apparel brand hosting companies in the market have evolved from wholesale agents. For manufacturers, the advantages of branding can help manufacturers reduce management costs. Brand custody is more of a service to small and medium-sized enterprises. These companies find it difficult to find suitable distributors in some big cities, and they have no ability to establish their own branches in these big cities. At the same time, they have a very strong desire to go to big cities to expand the market, to show their products in big cities, and brand hosting companies can exactly meet their requirements.

Different from the dealer model, the custodian does not directly take cash from the manufacturers, nor does it directly enter into sales contracts with the mall, but helps the manufacturers enter the terminal, and then signs the sales management contract with the manufacturers in these malls. . Therefore, its income is also different. Dealers are sold from the factory to the terminal at the wholesale price. The middle price difference is its income, and the brand custody company is in the sales management contract with the manufacturer's sales performance. Indicators, after the sales performance indicators, the brand hosting company can get sales rebates.

Chen Shang, general manager of Hangzhou Shangshang Garment Management Center, always believes: “The difference between brand custody agencies and brand agents is that one is to do their own sales channels, and the other is to help clothing brand merchants advertise apparel products.”

Clothing agents are subject to a lot of restraints from brand owners. The business philosophy of image storefronts, merchandise display, and clerk training must be consistent with the brands. Apparel brands must participate in the operation of the agents and have decision-making power. Brand hosting is different from this, it is to do channel access, the equivalent of clothing brand and a sales channel. Brand custody is a pure sales company with a unified business name, a unified image, and its own complete operating system. Help apparel brands do investment, sales network channel construction and terminal management. After the apparel brand merchant signed the agreement with the brand custodian, the local sales work was completed by the brand custodian agency.