At present, shoes, clothing distributor business model is basically in two forms, one is bulk management, which is commonly known as our wholesale; the other is the brand management, which is commonly known as our brand agent, the following Let's talk about the difference between these two modes. Bear B Qi children's clothing shop display First, the low profit of bulk management, brand management, high profits. Why two pieces of the same style, the same quality, exactly the same product, as long as affixed to a different brand, the price will be a few times the difference between a few times or even hundreds of times? Because in this world, only two kinds of goods can be sold, a product called a brand, selling products is only a means of competition, that is, I sell cheaper than the opponent, so the product will only profit more and more Less, and the sales brand has been out of the product itself, the value is more important in the marketing of its impact on customers, therefore, the brand's reputation is bigger, the value is also high, the more profitable it will be . Second, bulk products are more single business, brand management products rich, with serialization, personalized features. The main bulk of the bulk of the business will be a particular category, such as the sale of jackets without sweaters, pants do not sell shirts and so on, it is difficult to meet customer needs throughout the year to buy, such a product structure will lead to serious loss of customers, Loyalty is not high. Even if some of the dealers have their own procurement portfolio, often because of products from different regions, different manufacturers, which led to uneven quality, style with a serious imbalance in color, giving customers a patchwork of feeling. The brand of target customers locked consumer habits will conduct in-depth study, targeted to carry out from top to bottom, from inside to outside, all year round of research and development, design and production, to meet the target customers in different seasons, different occasions Dressed in demand, which greatly increased the loyalty of customers, increasing the frequency of customer purchases. Third, bulk products less well-known products, the terminal image chaos, brand management, higher product visibility, the terminal image of a unified. Those who take the bulk model as a sales channel are basically brand names do not have a high profile, the sales outlets in the channel location, size, decoration, the first door and so the terminal image is not strictly unified management, often the same product Will be in different grades, different images, different sizes of shops for sale, sales practices are not muddling fish is full, and choose to buy in this environment, the customer base is more concerned about the product price rather than added value, therefore, The price of the product is the main factor that determines whether they buy or not. The brand management of the terminal image has a more stringent management, they have to use a good visual image of the terminal to influence the customer's perception of the product, and through the "one thousand stores side," the image of the impact of the brand in the eyes of customers to enhance the status and improve Brand awareness in the hearts of customers, increase the value of the product. Fourth, bulk cargo sales channels more chaotic, brand management channels are very standardized. A bulk-based provincial-level dealers, often in the hands of hundreds of customers, the establishment of sales channels is almost as long as someone comes, will give the goods. So many customers all over the province densely packed, the sales area simply can not be protected, sales channels will be a serious overlap, a region, several businesses selling the same product at the same time is a normal state, leading to each other between businesses Only use bargain strategies to compete for customers, engage in the lose-lose. The brand dealers often have a very standardized channel management system, a province at most, that is about 100 customers, their sales area will be strictly protected, ensuring the exclusive supply of products sold, but also greatly protect The interests of dealers. Fifth, bulk business product prices arbitrary, brand management product prices require a unified. Bulk retail business products do not have the same retail price requirements, distributors how to pricing on how to price, want to sell more money to sell more money; the same brand, the same product, consumers will find in different businesses dozens Even a few hundred yuan difference, for those who have purchased the product, the customer, no matter how much money he bought, once found this phenomenon, will have a "deceived" feeling. The brand management of the retail price of the product generally have more stringent requirements, especially in the adjacent few areas, the same product in almost all the shops with the same price and discount sales, such price management Way, will allow customers to produce "genuine" "value for money" feeling, more willing to pay to buy, profits can be protected.
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