A fashion brand in the physical market through the gradual development and growth, the formation of their own influence, have their own consumers. However, an enterprise creating 20 distributors in a single month and realizing the phenomenal performance of explosive growth of five times of the total sales of a brand in the same month finally relied on an online expansion mode of development. Tonyjeans is a well-established self-made menswear brand under Tonywears in Shanghai. As early as April 2008, Tonyjeans has already opened the "Tonyjeans Passion Store" in Taobao with exclusive license, but a year later, with Tonyjeans or later Uniqlo Uniqlo, Li Ning and other well-known clothing brand online sales done well-deserved, Tonyjeans single store turnover has stagnated. The end of September 2009, "Tonyjeans Paxi store" joined Taobao's new "distribution platform" to recruit online distributors, intended to open the channel bottlenecks. Previously, there are many online store channel misgivings, because the Internet is called the Internet, because of its "Internet" features, online distribution can play an effective promotion and sales, who do not Dare to pack tickets. However, a year ago is still in the conservative trial stage, the semi-doubt of the network channel garment enterprises, has now begun to consider how to speed up the layout of the network itself, the context of the channel. Offline brands are accelerating to build their own network marketing system, rather than just open a shop, store their physical stores intact to the Internet. Tonyjeans executives have said that in October 2008, the brand tried to extend the line of expansion under the brand idea, through the development of distributors to expand online channels, with a minimum of internal friction to achieve a larger area of ​​retail terminals, but it is actually implemented Encountered difficulties. On the one hand to consider is the maintenance of brand image. As with offline franchisees, Tonyjeans has a high demand for online distributors, sellers with a reputation of more than two diamonds, some margin, and a tight bar on store strength. On the other hand, the distribution system background operation is not convenient, has been using the most primitive way to download data packets, can not be updated in real time information. Until September 2009, only the development of four or five network distribution outlets, difficult climate. But when Taobao provides a distribution platform, all this has greatly improved. At the end of September 2009, Tonyjeans released the recruitment conditions on the distribution platform. Soon after receiving a lot of distributors' applications, after being filtered through layers, Tonyjeans quickly achieved more than 20 in a month's time. These stores have double crown shop, five drill shop, equivalent to the original flow of their stores diverted to the Tonyjeans brand, the bottleneck of the channel suddenly opened. Just a month time, the overall brand sales increased more than 5 times the chain. And because each store has its own customer base, the increase in distributors did not affect the store sales. According to Tonyjeans official website data, since the establishment of the brand in 2002 to December 2008, Tonyjeans has opened 244 franchised stores (cabinets) in mainland China. By the end of 2009, the number of franchised stores (cabinets) exceeded 280, expanding the stores by about three More than a dozen, and the online month can expand 20 distributors, such an expansion rate in the past is unimaginable, more difficult to do. For offline distributors, various risks such as area and investment need to be considered, as well as costs such as storefronts, storage fees and so on. However, the network distribution breaks the geographical limitation and the cost to be borne is very low: the distributor only needs Make a virtual display, by the supplier unified delivery. This helps the brand to better control and manage supply. And joined the ranks of online distributors in the store because of brand support, but also get a huge return.