Women's marketing new channel mode: Hosting gradually rise
"Brands targeting mature women are seeking hosting opportunities in Hangzhou," and "I have shopping resources in Wuhan and can host a women's brand." These phrases have become common in recent years as brand hosting emerges as a new channel model in the apparel industry. The concept has gained popularity, with growing optimism across the sector. However, after some time, it has become clear that brand hosting is not a magic solution for all challenges faced by clothing companies.
Many agents hoping to transition into this model often find it difficult to manage everything at once. As a professional women’s brand manager based in Shenzhen, Li Yuanhui recently traveled to Beijing, Tianjin, and Chongqing to personally inspect the local sales performance of the brand he just took over. His observations were disappointing, especially when visiting two stores in Beijing. The malls were not busy, and the counters showed poor sales results. “They were given a lot of attention but didn’t deliver,†said Li Yuanhui.
The former managing director had handed over the Beijing market to an external company, which now manages the brand’s sales. Li Yuanhui believes this decision was a misstep. He feels the hosting company lacks professionalism and does not fully understand the fashion industry. Brand hosting has become a popular method of channel outsourcing in the apparel sector, offering a way to innovate and streamline operations.
In essence, brand hosting refers to an apparel brand entrusting certain management responsibilities to a specific individual or agency. This can take different forms—overall custody, where the host takes full control of the brand’s operations, or sales custody, where the focus is solely on sales execution. While it offers potential benefits, it also comes with risks, especially if the host lacks the necessary expertise and understanding of the business. For brands looking to expand, careful selection of a hosting partner is crucial to avoid costly mistakes.
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