How To Solve The Deformation Of Marketing Channel Between Clothing Enterprises And Distributors

In this channel, production enterprises and distributors are inheriting relations in the commodity supply chain. Driven by economic interests, the two sides establish a commodity circulation channel.

For garment enterprises, whether the marketing terminal is healthy and steady has become one of the core competitiveness of enterprises.

Therefore, the relationship between enterprises and distributors relying on the chain of interests will inevitably lead to disputes due to the division of control rights of marketing terminals. What follows is the biased formulation of marketing policies, the unauthorized marketing of marketing models, the misunderstanding of channels, and the ineffective implementation of policies. The channels of many garment enterprises deviate from the original track, which also leads to the contradiction between enterprises and distributors.

By this time, the path of product marketing has changed from "Feng Jing" to "Ma Liang".

At the beginning of the brand building, with the advantage of capital and production, through a large number of advertising and launching of key cities on the ground, in the late 90s, it entered the famous menswear brand in China.

In addition to some parts of the western part of the country, the country has set up a distributor in various provinces and major cities. There are more than 160 franchised stores and more than 1200 outlets in the country. The sales performance of the company has increased significantly every year.

But from the production and Finance Department of the clothing enterprise, we get another set of data: the average monthly return rate of the enterprise is only 46%, and the sales of products often can not be settled for a long time. The marketing department has the reputation of coordinating the management of distributors, the actual content of which is to destroy the goods and prevent the dealers from selling goods to each other. The planning department has made different plans in terms of brand appeal language, advertising and other aspects in the past few years, so that the image of the brand is becoming more and more unclear in the consumer group.

Therefore, although the annual output value of the enterprise increased by 2 times compared with that of the processing period, the profit and profit rate was only 80% and 64% of the processing period.

Dealers in various places have a large turnover rate. In addition to some cities, the annual turnover rate of some two level market dealers is about 25%, and nearly 1/4 dealers have to change each year. This also causes some of the goods to become dead accounts and can not be recovered.

The sales outlets of product sales sites also change with the replacement of distributors, resulting in the situation of no fixed sales.

The brand image is always uncertain in the market, so the loyalty of the consumer group is very low, which can not reach the effective consumption cycle, and the product sales are highly volatile.

The boss always sighs: it's better to continue processing.

The clothing enterprises and dealers in the vortex of contradiction are tightly linked by the two chains of commodities.

From the perspective of market functions, enterprises consider producing more and better quality products, occupying the market and quickly returning funds. Dealers consider how to sell the products most simply and get the highest profits. From the form of operation, the enterprises are faced with large areas and groups of wholesalers, distributors for small areas, and individual retail. In marketing management, the advantage of enterprises lies in the scale manufacturing capacity of products, while dealers are outstanding in product terminal sales ability.

Therefore, in order to make themselves in the dominant position in the industrial chain, clothing enterprises and distributors often cause friction on channel management.

In this way, Lin Daiyu's famous saying should be answered in the product marketing: "not the east wind prevails over the west wind, but the west wind prevails over the east wind".

If we are one-sided to demanding details, we will always put the cart before the horse. Then what are the reasons for the channel distortion of enterprises and distributors?

When terminal marketing decides whether an enterprise is alive or dead today, dealers who have mastered the advantages of market terminals have become judges of the sales area of enterprises. When the dealer contracts are drawn up, they are only referring to the practice of other enterprises in the same industry. They seldom consider whether they are feasible; moreover, in the process of negotiations, temporary modifications are often made in a variety of ways.

It is normal for an enterprise and a dealer to have two independent economies, and to maximize their respective interests on the same product. But as a business partner, we can also ask both sides to shoulder their respective obligations while enjoying their rights.

In the early days of brand creation, when the competitiveness of products is insufficient, the promotion ability of dealers is regarded as the key to the success or failure of the market. When the brand has certain advantages and the product competitiveness is sufficient, the business strategy of the firm will determine the profit level of the dealer.

Therefore, in the two period, it is easy to lead to the emergence of departmentalism.

In order to reduce inventory pressure and early withdrawal of funds, the two sides often make their own decisions.

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