International Luxury Brand Marketing &Nbsp; Advantages And Disadvantages Of Agent Direct Marketing
Analysis of international luxury brands
Domestic agent
Or the advantages and disadvantages of direct business, we must first find out the biggest difference between their interests. The former seeks the maximization of short-term profits, and the latter pursues the maximization of clothing brand image and profits on this basis.
Domestic agent: small risks, high profits and stability. Agents know more about the Chinese market, and have sales channels and passages.
When you enter the Chinese market in the early years, you rely on agents as expedient measures.
Before 2004, China's market regulations were limited, and the market prospect was unknown.
brand
Choose to shift risk.
The first batch of large scale private foreign trade companies became.
Luxury card
Advance troops to enter the Chinese market.
For luxury brands, the cost is very small, almost zero, and these agents are more familiar with the Chinese market, and some already have ready sales channels.
Disadvantages: in order to save costs, dealers have a great discount on brand image, and luxury brand intellectual property protection can do very little.
The agents are eager to clean up the stock and reduce the cost. They are only willing to put their products on their shelves, while luxury brands often have a theme for every season. Every single item presenting the theme will obviously cost more.
In order to save costs, dealers' control of brand image and related services will sometimes be greatly reduced.
When some luxury brands are produced locally, agents will directly get goods from factories. When the sales channels of these agents are too powerful and too close to manufacturers, luxury brands will lose control, which leads to many grey areas.
Luxury brands can do very little for intellectual property protection in China.
Brand direct operation
Li: it helps to maximize the brand image, and domestic demand has been fully stimulated.
China's domestic demand has been fully stimulated, and the main consumer market of luxury goods is no longer the same as that of the former Beijing, Shanghai, Guangdong and three developed provinces. The second tier provincial capitals, such as Chengdu and Wuhan, are also beginning to enter the big view.
Disadvantages: channel cooperation can not be handy, and it is not easy to find suitable shops.
The overall direct sale of luxury brands is not easy.
The constraints include not always finding the right store when negotiating with the channel side. The agents may have deeper accumulation because of long-term and channel cooperation.
Luxury brands do not necessarily gain the advantage of negotiating with distributors.
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