The clothing industry version of "the military release of military power," the root cause is to send clothing brand channels end of the inherent requirements of change. After years of rapid development, the "provincial" groups have become weaker. The industry believes that the provincial people lie in the glorious past in the past, with the brand companies have "dreams of the same bed", so businesses have no choice but to "release military power." "Provincial" and business "bed dreams" restrict the development of a leading company ordering dinner, the president actually toast, actually some choking. Looking at the provincial brothers who had conspired to make a fortune, he knew in his heart that some of them will not come again next year. The clothing industry version of "the military release of military power," the root cause is to send clothing brand channels end of the inherent requirements of change. After years of rapid development, the "provincial" groups have become weaker. The industry believes that the provincial people lie in the glorious past in the past, with the brand companies have "dreams of the same bed", so businesses have no choice but to "release military power." In fact, there is an urgent need for a major change in the garment channel model and it has been recognized by the industry. Some pioneers have explored ways to change channels. Perhaps, "cut fan", "liberation of power" is only the first step, how to change afterwards, or a way to touch the river ... Review: from "common ground" to " Men, like armies to officers and men, the rise of the min armored men can be said to be contributed. Septwolves chairman Zhou Shaoxiong once said that the provincial agency system makes seven wolves store network expanded very fast. It is reported that since 1995, the first seven wolves adopted the agency business model, the agency is the brand companies commonly used marketing model, which cast a Rimula, Qipai and a number of other groups to send business and leisure men's clothing, but also makes Fujian to send clothing in the country All major cities and counties throughout the district blooming moment. However, due to the rise of the brand that year, companies looking for agents generally adopted the "first chaos after the rule," the strategy will also be buried under this. Today, many years later, with the changes in the market, the drawbacks of the agency system began to appear. Although the agency system can not be completely said that it has declined, for those first-tier brands that are already well-established, the former provinces can not With the company forward, or with the company "strange dream", it can only be faced with "cut Fan." Balanced provinces are often two situations. One is said earlier when the brand company hastily choose the wrong object, this part of the provincial business philosophy, management can not keep up with the development of the times, has not done their own region, which is congenitally deficient, in fact Is a natural elimination. The other is more subtle, they do well, but because of the short-term interests of the inconsistency with the brand company "bed dreams." "Three years ago, when the market was still doing well, many of the total generation made a lot of money and their pockets drew up and instead became clumsy. They felt it was faster to spend their money on real estate and stock investment. "Wuxing vice president Wu Xingqun pointed out that this province and the brand had a lot of contradictions, for example, whether to open direct stores, brand companies from the long-term consideration, that Direct can push their own image, you can directly implement many policies, and Provinces consider their own economic interests. They consider short-term benefits such as how to save money and make money. They obviously are not very interested in opening a direct store that is not profitable in the short term. "For such a province, if not quickly differentiated or cleaned up, it will lead to many semi-permanent status of many brands are facing." Wu Hsing-kun frankly, clean-up Province, it is helpless move. Status quo: Replacement of "provincial" cup of wine to release military power Based on this, seven wolves just released in 2009 annual report, we see "seven wolves in 2008 on the basis of 2009, an increase of Wuhan, Xi'an, Shenzhen, three sales subsidiaries, plus Large direct sales system to expand, in Xiamen to increase Yingying direct operating company, and gradually establish direct operating separate accounting mode "report. At the same time, the annual report there is such a sentence: "Guiyang Septwolves equity sale is based on the company's local marketing policy adjustment.However, after the equity transfer, Guiyang Septwolves still engaged in product sales and channel expansion.At the same time, as Guiyang Septwolves accounted for a very large proportion of the company sales revenue Small, the continuity of the company's business and management stability has no significant impact. "Behind this statement, Wu Xing said," We last year to Guizhou as a pilot, sent by the headquarters in the past, general manager and personnel manager branch, Financial executives, are unified control of the parent company, the other free cabinet. "And now, vigorously" cut fan "is more than just seven wolves, almost all front-line men's brand of light or dark, or" courtesy "or" soldier " Are replacing the province. "Or bright or dark," because "This is after all a more sensitive matter, involving the interests of the provincial generation!" Wang, a leading men's internal staff, said the company last year received several provinces, but Can only be low-key, afraid of injury morale. He admitted that this step is actually a big brand are going, but the pace of their differences in size only. The reporter also explored from multiple sources from the Rimula, Lee Lang, Emperor card, wealthy men and other companies insiders have been confirmed, these companies are indeed "cut fan." "Etiquette or soldier" is not the same way as the "cutting fan" of different companies. There is also a way of compensating enough people for compensation. There are some who allow them to completely withdraw from their trade and also cooperate with them. There are many doorways to "cutting fan feudalism." There are two important points: "The first is to" pick soft persimmons, "and the reasons for the head office to take back those provinces whose operating benefits have not been able to go up or are in the development bottleneck Second, it is the protection of interests. If the incomes received and not received for the benefit of the provincial government are not greatly affected, then most of you will naturally be willing to be silent most, "Mr. Wang said. For when "cut fan", Linton retail center director Lin Jinwen said, do not wait for the total generation of the plate was received. Because the total generation once bigger, he did well, the head office to accept his high price; he did not do well, leaving a big mess, the higher the cost of the parent company. But in any case, what matters is the way out of cutting the fan. In this regard, companies are in the exploration period. How to Expand the Channels of the "Post-Provincial Generation" Era To replace the provincial as a branch is one of the most widely used and most mature methods. According to insiders, in the Min School, Anta was the largest-scale clean-up in the province. After Anta listed on the market, Anta had sufficient funds to negotiate with the General Agency to give them full financial compensation and to buy off their management rights. Instead, the head of the branch that we nurtured grew up and succeeded in making a major change in the channel. But not all branches have been successful. How to mobilize the person in charge of the branch office and make the operation and management branch their own business are the keys to success. There must be brave husband under the rewards This is actually "rewarded the brave husband must have" truth. "It's only when they become masters that they are the masters of the equity participation in the branch, and we have equity in them, and if they have no money to invest in, we can give them the money first and then deduct the profit, If the branch is not such a transformation, to a certain extent certainly can not break through. "Wu Xingqun also stressed that the entire control is very important, financial, human systems have to control in the hands of the branch will not be reined in. Li Lang in recent years in the branch has made remarkable achievements in the development of the key point is also employing the road. Lin Jinwen frankly, Lee Lang is given enough time for the branch manager of growth and strong forward momentum. Lin Jinwen introduction, Lilang branch manager has two to three years of growth period, because the branch's profit takes some time, during this period, Lilang branch manager already have enough protection, let it have no worries . In the third year, Lee Lang was linked with the performance, this time, Lee Lang will give a very high performance tips. Industry rumors, Lee Lang branch responsible person has annual salary of more than 100 million. Affiliated branch of the sub-money to be reasonable in addition to completely replace the provincial, but also can be associated with the provincial generation, that is, the branch became the provincial joint generation of shares with the parent company, controlled by the parent company. "However, this approach is difficult to succeed, the emperor and the emperor sitting on the hall with the drawbacks is too obvious, the result of power sharing is often overhead." Mr. Wang said. Industry rumors, dancing with wolves, wealthy bird men have tried the joint venture model, but the provincial generation who eventually volunteered to withdraw. However, some people think that the operation of the joint venture is not successful on the surface due to the differences between the provincial and branch short and long-term development differences. In essence, it is not enough for the branch to make a profit division when it comes to the province. "There are two branches, one is mainly to join, this is certainly profitable; the other is dominated by the Direct, which basically lose money. The former dividend without objection, the latter can not In accordance with the negative profits on the book it! "Lin Jinwen introduction, when the seven wolves encountered such a branch, but are willing to come up with the positive part of the franchise to the original provinces, direct losses that part of their own burden. This is why the seven wolves' affiliates can last long for essential reasons. At present, the Septwolves joint venture branch is one of the few success stories, "They give dealers 20% to 30% of the shares, in fact, the Septwolves completely capable of fully recovered, but the Septwolves do not do. They are doing a Transition, at the same time as the provincial foundation in the deep roots, so let the province to maintain the local government relations. "Lin Jinwen said. Regional agents need a high degree of specialization In the min-faction to the provincial government or branch offices for the middle of the mainstream business model, the emperor's talent, Tudou and other companies have creatively in some provinces with regional agents to replace the provincial Agents. The role of the regional agents and the provincial agency is actually more or less the same, they are also agents, but the regional agency agency area smaller, they also will develop the dealer, the dealer shop and shop management. But it is the area of ​​representation that has become smaller. They are more flexible, dynamic and controlled than the provincial ones. "They are more in-depth regions than the province, are more familiar with the local culture, we communicate more directly with them." In 2006, the genius created this channel model during its brand start-up period, and this model made a group of wicked heroes. With their enthusiasm in one area and their rapid deployment in various regions, taking the Fujian market as an example, witnesses set up regional agencies in Xiamen, Putian, Nanping and some other districts and cities. These agents quickly won the Fujian market. But insiders pointed out that just looking for someone to do regional agency will be able to open up the market era has passed. Now the regional agents demanding, because they are more directly facing the market, they need to be as professional as the channel retailers, regional agents make sense. Now more successful is the emperor card, starting in 2008, Lu began to use regional agency system in some provinces, borrowing regional agency system to balance and alert provinces in other provinces, and now the structure of the marketing system for the province, points Companies, regional agents accounted for 30%, 40%, 30%, is a more reasonable structure. Lu Qiu introduction, in order to make the regional agents more professional, emperor card to strengthen the regional agents in the goods management and team building support. The establishment of direct sales retail system Faced with the total generation of unintentional to expand the market, while dealers lack the financial strength to open more stores, the Septwolves revolution revolutionary creation of the San Wal-Direct retail system. This system is independent of the original provincial and branch offices, it is directly controlled by seven wolves Sports Corporation, independent accounting. According to Sheng-Sheng Lin, head of Shengwo system introduction, its rules of the game is this: As long as the dealer has the will and the market needs to be further expanded, Shengwo system can inject capital into the dealer, out of the shop by the dealer Shared with Shengwo system, benefit sharing. So this shop is both the company's franchise stores and distributors are franchise stores, but the control of the company by the day-to-day operation by the dealer is responsible for the St. Wo system will provide "nanny-style" support to help dealers manage stores, Also monitor the operation of the store. Shengwo system in such an operation, now has more than 200 such stores in many provinces and cities, in Yiwu, Tangshan and other regions also achieved a dealer opened a number of such stores, to achieve the dealer The company's operation. Lin Shengsen said that with this system, seven wolves greatly accelerated the pace of development of the channel, but also to ensure the quality of the channel. According to Lin Shengsen introduced in the idea of ​​seven wolves sports in the future, the dealer under the Shengwo system can even be under the support of Shengwo other agents of the brand and become a professional channel operators.