Agency sales refers to the sales method that circulation enterprises sell goods on behalf of production enterprises and obtain income within the agency authority. Agency system is a highly transparent and direct marketing model. Some foreign agents are also called dealers.

This model has obvious advantages in the early stage of product market development, which are mainly reflected in: low operating expenses; Less investment in sales network construction; The requirement for sales management ability is not high; It is conducive to the rapid development of the company to quickly open the sales market and increase market share. In the early stage of development, domestic clothing brand enterprises mostly adopted indirect sales model based on agency system because of their weak economic strength and imperfect sales network.

However, with the expansion of the company's business scale and the continuous improvement of the company's market share and market position, the inherent shortcomings of the agency sales model have gradually emerged, mainly reflected in: the ability to control sales channels is not strong enough; The response to market demand information is not fast enough; The unified planning of brand image is difficult to implement thoroughly; Slow turnover of commodity funds; Give agents more profits and bear the promotion expenses. With the continuous promotion of the company's brand strategy, the agency sales model has certain restrictions on the further promotion of the company's brand image and the integration and improvement of sales channels. Second, the marketing outsourcing model

The emergence of marketing outsourcing was first inspired by outsourcing forms such as production outsourcing, personnel outsourcing, design outsourcing, planning outsourcing and logistics outsourcing, and was born in the process of integrated marketing. Its main connotation is to outsource the marketing business of the enterprise to a third-party management consulting company with ability, strength, professional background and successful cases, and the third-party project consultant will send an executive assistant to work in the enterprise. The project consultant must have many years of practical experience in marketing management and rich knowledge of marketing theory. They are senior professional managers or consultants in the industry. Most of them have the most authoritative industry consulting, successful marketing cases and extensive contacts in the industry. They use their knowledge and wisdom, integrate the most advantageous marketing resources, formulate the most suitable marketing strategy for outsourcing projects, and realize the marketing goals that enterprises themselves cannot achieve. Marketing outsourcing is suitable for the following small and medium-sized enterprises:

1. Enterprises don't have marketing talents and abilities for the time being, so they need to open the market quickly with the help of third-party resources.

2. When investors from other fields or industries first enter the unfamiliar market environment of the clothing industry.

3. The scale of the enterprise is still small, the sales performance is average, and the profitability is poor, so it is temporarily impossible to hire professional managers or professionals to achieve the marketing objectives.

4. There is a major personnel shock within the enterprise, such as the collective job-hopping of middle-level sales cadres led by senior leaders, which leads to a vacuum in marketing management or a large-scale fault of marketing talents.

5. The initial stage of the enterprise's transformation from the previous OEM and OEM mode to its own brand.

6. When the growth rate of enterprise sales performance is less than 20% for three consecutive years.

7. When the location of the enterprise and the employment environment are particularly poor. Third, franchise chain operation mode

Strictly speaking, franchising is one of the modes of chain operation, but because there is little difference between them, people are used to treating franchising and chain operation as the same thing. China's "Regulations on the Administration of Commercial Franchise" clearly defines the definition of commercial franchising: commercial franchising refers to the business activities of enterprises with registered trademarks, corporate logos, patents, proprietary technologies and other business resources, that is, the franchisor licenses the business resources within the above scope to other operators, that is, franchisees, who conduct business under a unified business model according to the contract and pay corresponding fees to the franchisor. The types of franchise chain stores are as follows:

1, direct chain (or regular chain, RC for short), that is, all stores are owned or controlled by the same business entity-the head office.

At present, the most successful direct chain is Shenzhou. Shenzhou has seven forms of direct sales channels, which are divided into flagship store, notebook gold medal store, desktop gold medal store, standard exhibition center, first-class dealership, second-class dealership and third-class dealership. No matter what level of dealers, they are direct counterpart branches. Through 38 branches, we have complete control over subordinate direct stores, share profits and losses with them, and finally form a high market coverage.

Direct chain is the main marketing mode adopted by most enterprises. Recently, there has been a combination of direct display stores and regional marketing centers. The company has established a large-scale exhibition shop and marketing center in the professional market with high grade and large turnover. Its advantage is that it can effectively maintain and comprehensively enhance the company's brand image and realize the uncompromising spread of brand image and culture; Give play to the role of model, demonstration, investment promotion and logistics support of regional centers, provide training and consulting services for local agents in time, build a bridge for timely communication and interaction between companies and agents, and play a certain supervisory role; At the same time, we will achieve close contact with major customers in major markets and cultivate terminal service management talents.

2. Voluntary chain (or free chain for short, VC), that is, each store has independent ownership of funds, and there is no financial control relationship. Each store adopts commercial horizontal alliance, joint procurement and agreement pricing.

3, franchise chain (or franchise, contract chain, franchise chain, referred to as FC), that is, authorized single store as the core chain operation, that is, franchise.

Franchise chains are constantly innovating in practice, and the innovative road of "Blue Ocean House" of clothing enterprises is highly respected by the industry. Its characteristic is that investors are only responsible for investing in franchise stores, not for their operations, and get a fixed return of 30% of daily sales. This franchise store has absolute control over the franchise store, so it has the nature of direct operation and franchise.

Franchising first appeared in the United States, with a history of 100 years. The main advantages of franchising are simple operation and low cost, which can quickly expand the marketing scale and meet the needs of consumers for convenient and standardized services. Therefore, franchising, a marketing method, has been widely used in many countries, especially in developed countries, and has developed quite maturely at present. Franchising has not appeared for a long time in China, but it has developed rapidly. Especially since 2000, franchising has entered a period of rapid growth in China. Four, the buyer's terminal store marketing model

The buyer's terminal store model is a new sales model in the clothing industry. It is through the training of shop sellers, shop salesmen and shop buyers that they can form different operation modes under the unified brand model, thus maximizing the products and sales models of all shops.

The professional role of buyers is not professional technicians like designers, they are operators of clothing enterprises. The buyer's development function is: firstly, collect the information of new product development and fashion factors, and send the information of unfinished product final design back to the enterprise design department, and the designer will process and modify the style to finally complete the product development; Second, independently develop product styles, send the developed products directly to their own processing plants or external processing plants to complete product production, and send style drawings and style information to the company's product development department and coordination center for the record; Thirdly, using the product development achievements of the main engine factory to purchase products in batches has also completed the product development function of the buyer. Five, OEM marketing model

OEM is the abbreviation of English Original Equipment Manufacturer, which means original equipment (product) manufacturer. OEM is different from original design manufacturer ODM (OOR Signal Design Manufacturer) and original brand manufacturer OBM (Original Brand Manufacturer). In contemporary economic activities, OEM refers to a way of "OEM", that is, producers do not directly produce products, but use their own "key" core technologies for design and development, control sales channels, and hand over specific processing tasks to other enterprises. OEM is vulnerable to economic crisis and recession because it has no independent brand and low risk resistance.

Sixth, the brand authorization model.

It means that licensor grants its own brand to licensee in the form of contract; Licensee engages in the business activities stipulated in the contract (usually producing and selling a certain product or providing a certain service) and pays the corresponding expenses to Licensor; At the same time, Licensor provides guidance and assistance in personnel training, organizational design and operation management.

Brand authorization has a long history in the United States, Europe and Southeast Asia. In the United States, at present, the products authorized by various brands have accounted for one-third of the retail market, which is the fastest growing sales force. Through brand authorization, it is very effective to directly use some well-known brands with good reputation and strong cultural flavor in the products and sales of authorized enterprises, or as spokespersons of product image, to expand the market and improve the visibility and competitiveness of enterprises, especially for those enterprises with good product quality and standardized management but low brand awareness, borrowing brand authorization is a shortcut for brand operation.

Seven, network marketing model

Network marketing is also called e-commerce. Network marketing includes publicity and promotion in the pre-transaction stage and electronic transaction. Synonyms of the concept of network marketing include: network marketing, network marketing, network marketing, network marketing and so on. In short, all marketing activities with the Internet as the main means can be called network marketing. At present, the concept of network marketing and Feng Yingjian's viewpoint are widely adopted: "Network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the overall business objectives of the enterprise, and the Internet is the basic means to create various activities in the network marketing environment." The functions of network marketing can be summarized in eight aspects: website promotion, network brand, information release, online research, customer relationship, customer service, sales channels and promotion. Network marketing is developing rapidly in China, with an annual growth rate of 1 1,000. In other words, more than three e-commerce enterprises are established every day. Now computers are getting cheaper and more popular, and the characteristics of convenient and fast e-commerce and unlimited speed are more and more fully reflected. Network marketing can give full play to the advantages of communication between enterprises and customers. Enterprises can use the Internet to provide personalized services to customers. It is a brand-new, interactive and more humanized marketing model, which can quickly narrow the emotional distance between enterprises and consumers. The national electronic signature law and the handling of online transaction security problems of major banks have created a good environment for online marketing, which fully shows that the development of online marketing (e-commerce) has reached a point that cannot be ignored.

Eight, direct selling business model

As the name implies, direct selling means that manufacturers sell products directly to end customers, thus reducing the circulation of products, avoiding management loopholes in intermediate links and ensuring the image of well-known brands.

Direct selling enterprises must have independent development, independent research and development, independent production, independent sales, skills training and other institutions, with a registered capital of more than 654.38 billion yuan, and pay a market guarantee of 80 million yuan to the national commercial authorities. The direct selling business license shall be approved and issued by the State Administration of Commerce, and can only be operated after the State Administration for Industry and Commerce has put it on record. Direct selling companies must have a complete safe production operation system, a complete market operation system, a complete education and training system and a complete after-sales service system, and establish provincial, municipal and district branches for market management.

An enterprise that has obtained the Direct Selling Business License shall complete the establishment of service outlets according to the reported service outlet scheme within 6 months from the date when the approval document is issued, and apply to the competent commercial department that issued the approval letter of service outlet scheme for approval. After the verification results are filed in the management information system of the direct selling industry of the Ministry of Commerce, direct selling enterprises can engage in direct selling business activities.

The direct selling industry determines the future of direct selling companies and distributors on three bases, that is, the company is the foundation, the product is the soul, and the operation mode is the operational basis of guarantee. Only by completely unifying the three foundations can we be in an invincible position in long-term stability.