In recent years, the domestic clothing industry is surging, international brands gradually enter the mainland, and Fujian, Wu, Guangdong and Shanghai brands are also growing slowly in the rough. However, this dazzling array of flowers has created a problem for our franchisees-every family is playing the star brand, CCTV brand and joining ... In recent years, the domestic clothing industry is surging, international brands are gradually entering the mainland, and Fujian, Wu, Guangdong and Shanghai brands are also growing slowly in the rough. However, this dazzling array of flowers has created a problem for our franchisees-how to choose the right clothing brand before everyone is playing star brands, CCTV brands, franchise brands and many other brands? The situation is complicated, so it is natural to scratch your beard and eyebrows. Therefore, before choosing a brand, franchisees must go through the melting pot of Taishang Laojun. When they have a critical eye, monsters and ghosts will naturally be able to distinguish clearly. Below, the author will give you a real fire, and talk about how franchisees should choose clothing brands. First, verify the information and carefully choose the manufacturer. With the popularity of European and American styles and Korean and Japanese styles, our clothing manufacturers have also caught up with the fashion with big slips. Advertisements such as "originated in Europe, the land is natural" and "French flavor, western-style clothing" are as wonderful as fairy tales. But at this time, as a franchisee, how long does it take? In addition to the three certificates of the enterprise, we must also have a preliminary understanding of the brand through various information channels. Among them, the internet, newspapers and trade magazines are all windows for us to understand information. Here, I want to emphasize that franchisees should have the ability to distinguish the authenticity and reliability of information. At present, soft articles have become a sharp weapon for clothing manufacturers to publicize, and such articles can always reveal some tendencies towards their own brands in words, so franchisees should be wary of such words when searching for brand information to prevent being deceived. Second, find out the market situation and choose the opportunity to join. Whether it's underwear, formal clothes, children's clothes, fashion or shoes and hats, the steps are very different. For example, the current situation of children's wear market is chaotic, and there are fewer leading brands; The underwear industry has gradually entered the era of multi-functional underwear with slimming and body-shaping. First-line brands such as Kartman, Duocai and Mei Ting have locked in the battle and formed a hand-to-hand battle between price and brand. Through this small example, we can easily see that the development speed of various branches of the clothing industry is in an unbalanced state, so when choosing brands to join, especially when facing small and medium-sized clothing brands, we must make a detailed investigation in this field. Franchisees can know the position of the brand they want to join in the market structure through the preliminary investigation of the market, and then examine their future. Third, examine the brand management consciousness of enterprises and identify the trap of "circling money". The competition of clothing industry is the competition of brand power. Reasonable brand positioning can not only create independent business space for yourself, but also cleverly avoid competitors and lay the foundation for your own development. Franchisees must have a thorough understanding of the brand positioning before joining a brand. If it is positioned in the middle of the market gap or has a clear consciousness, it shows that the enterprise has really gone through some careful thinking and has certain brand operation ability. Because, as far as the current clothing market is concerned, it is not too many brands, but the homogenization of brands is serious. At the same time, franchisees should also make a detailed investigation on the brand planning of enterprises. Generally speaking, clothing enterprises with long-term management consciousness will have a reasonable plan for brand development, and the development strategy of 1, 3 or even 5 years will be very clear; On the contrary, short-term investment promotion enterprises will not consider the long-term, make a few advertisements, invite a little star to speak for them, and hold two press conferences ... just to quickly withdraw funds, quickly circle money, and then leave to start a new stove. As the latter, it enriches itself by inviting investment and hurts franchisees by inviting injury. Therefore, franchisees should keep their eyes open, comprehensively examine the brand management consciousness of enterprises and identify the trap of "circling money"! Fourth, explore the advertising model of clothing enterprises and understand their brand influence. Advertising support is particularly important for the development of clothing brands. When joining a brand, franchisees should make a detailed investigation on the advertising strategy of the enterprise to understand its influence. Among them, for mature brands, franchisees need to examine the advertising investment of enterprises in your area; For new brands and small and medium-sized brands, franchisees should mainly consider the accuracy of their advertisements and the quality level of the advertisements themselves. As a new brand and a small and medium-sized brand, due to the limitation of financial strength, it is impossible to play CCTV and star brand like a large clothing enterprise, but as a smart manufacturer, it can get twice the result with half the effort by making well-made advertisements and choosing the right media for advertising. Therefore, the franchisee should be able to have a basic judgment on the advertising quality and delivery plan of the enterprise. When the enterprise does have its own uniqueness, it is not too late to join. Fifth, repeatedly adjust the market and deeply spy on the company's cards. "Hearing is false, seeing is true", but as far as the current situation is concerned, what you see with your own eyes is not "true". As far as the current investment promotion meetings of various garment enterprises are concerned, the presence of marketing experts, the appearance of spokespersons and the display of model markets have become three bricks that make franchisees stunned. Under such a heavy blow, franchisees obediently took out their wallets. However, many franchisees found in their regular operation: No, I did it according to the expert's statement, but why is our store so much worse than the model store I saw with my own eyes? Much worse, which is normal, because expert shows and market shows are only temporary cover-ups to fool franchisees. Therefore, for franchisees, it is necessary to conduct repeated marketing for brands that want to join. They fail twice once, and fail twice many times. In the investigation, they should conduct a comprehensive investigation on the sales, management, service and display layout of the model shop until they really know the real situation. Sixth, it is true to standardize operations and slow and steady. Every successful enterprise has its fixed operating specifications, such as VI manual, product display manual, customer service manual, special case handling scheme and so on. Therefore, franchisees should check the above manuals one by one when choosing to join enterprises. If in doubt, you should ask in time and communicate with the enterprise. After thoroughly understanding and mastering each manual, you can join the operation and the winning rate is guaranteed. Seventh, fully understand the reputation of the enterprise and clarify the responsibilities and obligations. Businessmen are "hurtful", and franchisees are often injured groups who want to cry. In order to avoid the situation of "why do I always get hurt", franchisees must first have a systematic understanding of the reputation of the company before choosing clothing to join. These include the personality and conduct of the president and sales director of the enterprise, the positive and negative news reports of the enterprise, the reaction of the old franchisees to the enterprise and so on. Through the understanding of the above aspects, we can make a basic judgment on the reputation of the affiliated enterprises. At the same time, when signing the franchise contract, the responsibilities and obligations of both parties should be clearly defined, and some special terms should be indicated in the annex to the contract to avoid the occurrence of wrangling. Eighth, the concept of docking, integration is success, and rejection is separation. Regardless of the positioning of high, medium and low-grade brands, enterprises should adhere to the inherent business philosophy to operate. Before joining the brand, the franchisee should accurately connect the brand concept, channel concept and service concept of the joining enterprise. At the same time, this docking should be grafted on the same interests of both sides. A win-win situation for franchisees and enterprises is the long-term solution to make money. If franchisees can't realize the docking with the enterprise concept, then they should stop early to avoid the occurrence of bad situations in the future. Samadhi's true fire has burned out. I sincerely wish our franchisees a pair of golden eyes and learn to worship Buddha and exorcise demons when choosing clothing brands!