Terminal -- The Wings Of Brand Flying
The clothing industry experience and numerous cases tell us: to make clothes, to make a brand and to make a famous brand, first of all, there is a perfect system, management and a good operation team. Secondly, there is a good network terminal, and the terminal is a result, and it is a complex and fast changing process.
First, the terminal is divided into two categories.
1, direct terminal
2, customer terminals usually refer to market network terminals.
The current market network operates in several ways:
1), Brand Company - provincial agent - City agent - distributor (terminal)
2), Brand Company - Branch Office (distribution) - distribution or direct operation (terminal)
At present, 90% of China's brand customer terminals are stronger than direct terminals, such as seven wolves, Jin Ba, Qipai and so on, while direct terminal is a small part of brands, such as YOUNGOR. And I think the direct terminal is the "upgrade version" of the client terminal. Now the business leaders have slowly realized that the highest level of the terminal -- direct terminal. Case: YOUNGOR As we all know, YOUNGOR brand has become a household name in China, and leading ideas lead to leading behavior, leading to YOUNGOR's performance. From the beginning of brand building to the establishment of the national franchise system, YOUNGOR has the ability to abolish the agency system and set up a branch company, which has jurisdiction over a large area and gradually penetrates the terminal itself to do direct business, which is ahead of other brands in the country. According to industry experts, YOUNGOR brand will continue to lead, for many reasons, but the core reason is: "YOUNGOR currently occupies the largest and best location in 80% of the commercial streets in the prefecture level cities and below (county-level counties), and 80% of these stores are YOUNGOR buyout shops". Then we understand that the stability of the network terminal determines the depth of a brand, determines the sustainable development of a brand, and determines whether a brand can go to the international market. From this we can extend that: the essential difference between customer terminal and direct terminal is that customer terminal attaches more importance to customer loyalty, and customer loyalty mainly comes from: the development prospects of enterprises and the advantages and profit ratio of competitors. The direct terminal is precisely the dependence of some customers' terminal customers. As an international brand, CK, Zegna, GUCCI, DKNY, etc. have carried out the global franchise chain and cooperative partnership operation mode (customer terminal), LV, PRADA, NINA RICCI, FENDI, KENZO, etc. have implemented the joint operation model of direct store and franchise. No matter what the mode of operation is, international brands and international Brand Company (100 years of accumulation), first of all, attach importance to culture, followed by executive power, and once again treat the attention of every terminal in the world. The emphasis on terminals is the experience of international brands over a hundred years.
Customer terminals and terminal terminals are summarized as network terminals, and terminals are the perfect combination and display of corporate culture, brand image, products and personnel. Ultimately, for a brand to run, the terminal is the foundation, the process and the result. There is no shortcut. Only step by step, step by step, run towards this goal.
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