Perhaps some people think that China's market is a big cake as long as they could share one small piece of it²»µÃÁË; Maybe some people think that too many Chinese customers, because with China's rapid economic development and raise people's awareness of brands, would like to independence Entrepreneurship and the pursuit of success and wealth of too many people simply do not have to worry about brand, not joining; some people may think that brand is Chizha to play the role of Leader of the political arena, brand and customer relations are joining leaders and followers of the relationship between customers joined CD-brand Chamber of Commerce Yu lead.
        In recent years, on the one hand to ZARA, H & M as the representative of the brand into the Chinese market, because of their rapid reproduction fashion, rapid response and single-store impressive performance in the industry caused serious consideration, such as Youngor and the local community and other well-known brand straight to the shop In the form of business to seize the terminal, has made many companies and brands to follow; Again PPG to e-commerce into the apparel industry, B2B, B2C, C2C a lot of brand Repeng goal. On the other hand many small and medium-sized enterprises or clothing brand, but faced with a regional market after the first two quarter would have been discarded, the dilemma; frequent brand of small and medium-sized customers by another brand Wazou of depressing.

     Brand of clothing, no matter how you are positioning, or what you use marketing, business or pathway is no doubt the market or consumer brand and the connection. In the domestic garment industry, channels usually have a model: the wholesale, agents, Direct, the franchisee, the form of e-commerce.

     The Direct terminal, in particular Direct large stores because not only can reduce intermediate links the loss of profits, and may maximize the protection and the most rapid feedback for the various brands of market information, but also to maximize the brand image and display And implementing the brand's marketing strategy, so this channel in terms of the brand is the best, and PPG as the representative to the e-commerce business, although the outlook as online transaction costs low, but in reality will put the promotion of high cost and logistics Cost. The vast majority of domestic small and medium-sized apparel brand or brands in terms of emerging as capital, management and other reasons because for a long period of time still have to help set up to customers around the brand to the consumer market and a bridge.

     Domestic clothing brand is facing a channel reshuffle, the integration of turmoil, especially for the emerging small and medium-sized clothing apparel brand or brands, also faced with severe challenges. I believe that in the new round of the channels in the dispute, build loyalty channel apparel brand management will be an important element.

     Investment mentality and attitude of management decisions brand health and life expectancy

     Direct unless such channels as long as the brand to customers through the channel, the two sides not only have to face up to Party A and B, is more cooperative relations, especially the use of a franchise in this way to develop agents or the franchisee, Should be more strategic and cooperative relations. In this relationship, like the brand has requested joined the operation, has good mentality, the mentality of brand is also very important.

     First, since the brands are not regarded as Leader, not condescending. In fact, although the brand to a brand operations, product development, branding and other strengths, but customers with a regional market joined the channel edge, should face up to this brand to complement each other, and seek common development, and customer friendly to each other joined.

     Second, brand management is not actually a quick thing, brand request to join most of the customers should have the right brand mentality, then in the course of business, only to their own personal brand can be joined so that customers feel that the brand investment confidence and uphold theÏ£Íû. Many small and medium-sized domestic brands and new brand that is really the missing "not to abandon, do not give up its" adherence to perseverance, Imagine, such a brand worthy of joining its customer "looks Sishou"? »

     Third, as the market civilization in-depth, credibility has been operating more and more attention. Moreover, "the management of the business franchise," explicitly mentioned, in the franchise brands have a real obligation to disclose information. But in fact, there are still many brands are still some Mantianguohai intentionally or unintentionally did things. Just imagine, customers are willing to join with a dishonest enterprises to establish a long-term brand relations of cooperation.

     We should know that China does not lack customers, the Chinese market is not the same lack of variety of brands, brands are only joined, and friendly coexistence, will it be possible to truly create a good brand.

     Integrated enterprise resource, and design the appropriate pathway model

     Brand design access mode can be applied to one sentence: "There is no best, only appropriate." Perhaps most terminal Direct ZARA, the precursor to shorten it by virtue of time and a rapid reaction achievements vast world; domestic such as Youngor seize large stores around the Wangpu Direct shows that the faction king style, and so on, but all brands are generally Is the unmatched.

     Therefore, the brand in the design mode of access must combine their resources, design our own path, including the establishment of a certain time period the number of Direct outlets, joined the number of outlets, the number of agents, or even how to properly control the market layout rhythm