Dinosaur Textile Agency Mode: Brand Agency Is Not Equivalent To "Making Wedding Clothes".

Shanghai dinosaur textile has created China.

In the eyes of the outside world, such an agency mode for others will be difficult to continue in the home textile industry. However, the dinosaur textile has been sticking to it and has created a marketing miracle.

Learning inclusive brand philosophy

Low-key brand maintenance, low-key promotion of terminal expansion, is the mode of operation of dinosaur textiles.

Talking about the operation of the brand, general manager Cai Katar is very modest: "ten years ago, our brand consciousness was relatively weak. The first starting point of the agent brand is learning, with a learning and inclusive mentality, learning business methods from them, and understanding why their popularity is so high, reputation is so good and lasted so long, because these are all accumulated experience under the precipitation of time."

Cai Katar said: "brand is a kind of recognition in the minds of consumers. There is no nationality limit, there is no difference between you and me. What matters is what role we play in the process of maintaining and passing these brands."

For example, ESPRIT, when it first entered China, the market share accounted for less than one percent. Over the past decade, through the efforts of the dinosaurs, the sales share of ESPRIT home in the Chinese market almost accounted for the sum of ESPRIT home sales in the world. It occupies an irreplaceable position in the ESPRIT family, and has been recognized by peers and Brand Company. Therefore, there is no such concept of the brand in the agent brand.

There are 3 goals for our agency brand: first, put learning first; second, we hope to help them adapt to the Chinese market in the process of mutual cooperation and avoid acclimatization. Third, we hope that the more than 10 brands we represent can develop in harmony and produce good results.

Cai Carda thinks that the agent brand is actually the process of "Teacher Yi Long Technology", and the domestic textile brand is far from the international brand in design, research and development and terminal. The agent is the process of learning upward and imitating the progress.

"Of course, each brand has its own brand culture and brand spirit," Cai said.

It is an indisputable fact that there will be conflicts if there are differences.

But in essence, pluralistic culture is a good thing. We should create a good living space for it. "

"I am the first person to introduce a brand in this industry. I am also the first person to introduce professional managers.

I think we should look at this problem with an open mind.

What kind of conflict can be allowed? If there is no conflict, there will be no innovation. As long as conflict is beneficial to the development of enterprises, it is beneficial to the brand, and beneficial to our employees and consumers, these conflicts are acceptable.

Sometimes the perspective is different, the altitude is different, the depth of excavation is different, the scope of view is different, and things are different.

Some conflicts happen only among individual brands. Fortunately, we have our own brand dinosaurs. When we encounter conflicts, we let the dinosaurs make some concessions, give other brands more room for development, and more freedom of development.

Tsakatar's simple brand operation implies a profound philosophy of management.

Cai Katar agent brand has a unique business philosophy, that is, brand is gold and honesty is supreme.

Cooperation is the opportunity to give, and integrity is the commitment.

In 1994, the dinosaur company was just one of the many ESPRIT suppliers in China.

Cotton prices rose sharply in the year when inflation occurred, and suppliers would surely be saddled with huge losses if they were supplied at the agreed price.

At that time, the domestic textile market disorder was very serious, and suppliers were tearing up the contract to reduce the loss because, on the books, paying the breach of contract was far more cost-effective than performing the contract.

In such a big environment, the dinosaur company insists on ensuring the quality and quantity on time delivery according to the original price.

The good commercial reputation deeply moved the brand business. Finally, in 1997, ESPRIT home handed over the exclusive agency to a company which was not large at that time -- dinosaur textile, which was the manufacturer of ESPRIT home Asia and the general agent of China.

Since then, the world's top luxury bed brands FRETTE, EDMOND FRETTE and the high-end fashion brands from Italy, TRU TRUSSARDI home, have also found dinosaurs to serve as the general agent of the Chinese mainland.

In fact, like other traditional home textile brands, dinosaur textiles did not have a strong brand awareness at the beginning of their textile production. Besides focusing on the quality of the products, the focus of their attention was placed on the design creativity of the products, so as to make their products more innovative and more suitable for people's aesthetic needs than other products.

It was not until the agent had passed the ESPRIT home brand that the importance of brand to the development of enterprises was realized.

Now consumers are more and more agree with the brand. The popularity of ESPRIT home is increasing with the popularity of its clothing. Its sales account for half of the company's sales, which is the power of the brand.

As a result, the top executives who recognized the brand power began to make a multi pronged decision. While developing their own brands, they began to take the lead in the world's top brands.

As a matter of fact, the strength of China's home textile enterprises to create international brands is obviously not enough. They need to learn from well-known foreign brand enterprises, "work first, then create brand", so as to accumulate strength.

It should be noted that the process of Chinese textile enterprises working for foreign brands is the process of learning and exercising themselves.

Famous foreign enterprises have mature experience in brand management and management. For them, "working" can be regarded as an effective way to brand "bring ism".

Tsai Katar bluntly pointed out that China's home textile market has a relatively short history of economic development, lags behind its brand concept, lacks experience in creating business cards, and lacks relevant marketing talents, so it is difficult to build an international brand at once. For this reason, it is possible to follow the path of "first job and then create brand", and humbly learn from overseas famous brands, learn their advanced marketing methods, business concepts and management modes, plus China's own things, thus creating the world's home textile brand in China.

In the process of working for foreign brands, dinosaur textiles aspire to learn from famous foreign brands, enhance brand management concepts, accumulate brand management, brand management, brand marketing and brand innovation, and promote their brand value.

Dinosaur textile insists that the core value of a brand is important for sales and even for the entire business.

The consistency of brand core value and brand experience, including the various departments within the enterprise, including the relevant organizations of the enterprise and the outside world, is indispensable to a successful brand.

Of course, apart from the core value of the brand, the importance of brand image is also a successful treasure book for dinosaur textile to maintain stable ranking in the primary market through learning agent international brand.