Wang Xiangsheng: Doctor of business administration, State University of California, executive vice president of Hongkong brand planning and Management Association.

After decades of development, China's clothing industry has become the brand of fashion chain monopoly.

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It is the key to brand development to identify suitable brand franchisees.

The operators of clothing brands must make sure that franchisees can not simply measure "good" or "bad". Whether the franchisee's business model is consistent with the brand and whether the idea is consistent or not is the key.

Through which way can a brand look for franchisees? It should be searched nationwide.

In the past, the way that the brand used was to attract franchisees by means of exhibitions. But now, there are many brands and professionals in the exhibition. The contact time between the two sides is short and the pertinence is not strong. Therefore, the brand can not be limited to the exhibition to attract franchisees.

The terminal's high sales performance, unifying excellent shop image, professional brand website and effective activities are all means to attract agents to join.

The long - term cooperation between the franchiser and the brand depends on whether the brand is continuously more

The ultimate goal of brand management is to make profits. The long-term cooperation between franchisees and brands is also based on the consideration of profitability. What are the factors that can control the profit of brand terminal effectively? Establish the value of terminal brand; let more customers enter the store; let every customer buy more products; ensure more repeat customers; channel operation improves efficiency and control cost.

Franchisees need to strengthen effective communication with brands. Franchisees should base themselves on brand interests and maintain brand image. On the other hand, they must learn to examine and improve their management level, enhance market insight and enhance their market innovation awareness and service awareness from multiple perspectives.

Willing to go from behind the scenes to the front desk to fully display their image and strength, be good at using various platforms to further promote the brand, enhance brand awareness and franchisee's own popularity, and update the concept of franchisees in order to better adapt to the market development rule of the brand era.

Franchisees must have long-term investment cooperation.

If you invest in a brand, you must persevere in it. Do not lose confidence in the brand because of the deviation of the brand from the local market in a season.

We should promptly feedback the problems you find to the brand operators so as to seek proper solutions and minimize market losses.

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When it comes to finding that the original agent's brand is selling crazy in the local market, there is no chance of re acting, because the other party may have found a more suitable person.

In fact, the brand is like stocks rising or falling. We should take a long-term view of the brand and choose a long-term brand to have a stable return.

Before joining a certain number of brand agents, a strong franchisee will first consider whether the brand in operation is relatively stable, and whether the brand's market position, market saturation and brand growth space are in its own. Whether it has summed up a successful operation mode and a perfect internal staff management system has been summed up. Of course, whether there is sufficient energy and capital to operate multiple brands is a prerequisite.

Multi brand operation may bring large business scale, more substantial sales and profits, but relative risk is also great. Business cost and inventory will also bring heavy burden, and also have higher requirements for franchisee's operation cost and management ability.