1. What is the significance of educational brand trusteeship? The custodian institution must have the advantages of relatively perfect personnel, channels, funds and management; The personnel, channels and management of the entrusting unit are seriously insufficient and cannot meet the market demand. By establishing the relationship between trusteeship and trusteeship, we can achieve the goal of strong alliance, resource sharing, complementary advantages and common development. Custody has the following meanings: 1, specialization, channel outsourcing. After years of development, the clothing industry has been highly specialized. There are "virtual marketing", such as Nike and Metersbonwe Bang Wei and Bang Wei, which only do brand operation and outsource production; There are OEM factories specializing in brand OEM; There are dealers with large channels and decisive terminals, and custody is one of them. There are fewer and fewer enterprises taking the whole value chain process like Youngor. The brand entrusts the chores of sales and channels, and can concentrate on solving things with higher added value such as brand operation and commodity design. Custodians are generally local elites, and custody localizes channels. 2. Control expenses and solve them. Many brands that adopt the direct branch model will encounter repeated breakthroughs in the expense budget. Shanshan therefore had to wield a knife to reform the direct sales channels and set up 30 sales companies across the country to decouple from Shanshan. If custody is adopted, the commission is fixed, so the cost of circulation is fixed, the expenditure is visible, and the budget will not break through. 3. Incentive system. There is a big problem in the management of direct branches, that is, it is difficult to formulate and cash in the incentive mechanism. With trusteeship, the incentive of sales link is tangible and there is an agreement in black and white. 4. One difficulty of direct management is the management of office manager. If the pipeline is loose, the company will quit; Strict management, the manager quit. Trusteeship makes the sales manager a "prospective boss"! From porter to trader. Improve enthusiasm, high spirits, and raise awareness. As a company, management is simplified. Under the convenient mechanism system, it is very convenient to manage employees from top to bottom. 2. Problems needing attention 1. Brands that need to be hosted often "protect themselves" and ask for hosting with a try-and-see attitude; The trustee is often the boss, earning a lot of money, ignoring his own conditions and hardships. Therefore, both the trustee and the trustee should make full preparations and make a two-way inspection before marriage; 2. Legal disputes. Because trusteeship is a new form of access. There is no fixed model, unlike franchising and agency, which are tried and tested. The forms of cooperation, rights of both parties and legal texts are relatively mature. However, many trusteeship agreements are often "gentlemen's agreements", and there is no legal text, and there are many loopholes in the text. 3. Reasonable profit sharing point. The number of profit-sharing points is closely related to the rights and responsibilities of the trustee. Too few points can't motivate the trustee, while too many points will definitely affect the profit of the managed brand. 4, benign cooperation, integrity is the foundation. Only when the trustee and the hosting brand treat each other honestly and cooperate sincerely can we achieve a win-win situation. We can't emphasize who controls who. You can't reverse control the brand when the custodian is older, or kick the custodian away when the brand wings are hard after the access problem is solved. Three. Cooperation form 1. The two parties jointly set up an annual custody cooperation project team to study the existing product structure, product characteristics, promotion strategy, channel policy, training system, personnel structure, distributors, etc. in detail, and finally plan the annual custody marketing plan. 2. According to the sales situation of the previous year, determine the sales performance of the cooperation year, which shall not be lower than 120% of the sales of the previous year in principle. 3. The project team consists of three people appointed by the consulting team, including two management consultants, to provide comprehensive consulting services for the internal management of customers; There are 1 planning consultants to assist management consultants in planning monthly marketing promotion plans. Management consultants and planning consultants work on-site for 4 days every month, and patrol the docks irregularly (no less than 5 per month). 4. According to the actual needs, timely arrange 1 new product launch conference. Brand trusteeship is a relatively new management method in the market at present, because the trusteeship institution itself has very professional funds and management channels, which can just make up for the shortcomings of some educational institutions. However, if the educational brand is managed by a trustee, there must be some shortcomings. It is recommended to do a good job in all aspects of investigation before hosting and make a careful decision.