"Brands targeting mature women are seeking hosting opportunities in Hangzhou," and "I have shopping resources in Wuhan, I can host the women's brand." These phrases have become common in recent years as a new channel model in the apparel industry. Brand hosting has gradually gained popularity and sparked widespread optimism among industry players. However, after some time, it has become clear that brand hosting is not a magic solution for all problems faced by apparel companies. Those looking to transition into this model cannot do so overnight or without proper planning.
As a professional women’s brand manager based in Shenzhen, Li Yuanhui recently traveled to Beijing, Tianjin, and Chongqing to get a firsthand look at the brand’s performance in these regions. Since he just took over the role, he wanted to understand the current state of sales on the ground. However, his observations were disappointing—especially when visiting two stores in Beijing. The malls weren't busy, and the counters showed mediocre performance. “They didn’t care enough,†said Li Yuanhui.
The previous managing director had handed over the Beijing market to an external company, which now manages the brand’s sales there. But Li Yuanhui now believes that decision was a misstep. He thinks the hosting company lacked professionalism and failed to truly understand the clothing business.
Brand hosting has become a popular method in the apparel industry in recent years, serving as a key approach for channel innovation and outsourcing. The concept of "hosting" refers to an apparel brand entrusting certain management responsibilities to a specific individual or agency. There are two main types: overall hosting, where the custodian takes full control of the brand’s operations, and sales hosting, where the custodian is only responsible for sales-related tasks. While this model offers flexibility and potential efficiency, it also requires careful selection of partners to ensure success.
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