Beijing Market Channel Opens Three Steps

Whoever masters the channel will master the market.

Garment enterprises rely very much on channels. They mainly rely on provincial agents and distributors to operate the market. Although some enterprises have established direct stores, they are slowing down because of their own financial strength, management capabilities and human resources.

In J's 6 year Beijing strategy, the manager, Ms. L, used a variety of methods to rectify the cost of channel control, she said: "it is not difficult to occupy the market, and it is difficult to make a profit in the market for a long time."

Whoever masters the channel will master the market.

Garment enterprises rely very much on channels. They mainly rely on provincial agents and distributors to operate the market. Although some enterprises have established direct stores, they are slowing down because of their own financial strength, management capabilities and human resources.

The Beijing market is the market leader for the clothing brand. The Beijing market not only radiates North China, but also affects the market trend of the northeast and Central Plains.

For the vast majority of garment enterprises in China, a sound and stable sales channel is the foundation of all marketing activities.

For Hangzhou women's clothing brand J, the opening and construction of Beijing's market is a difficult process.

Step one: borrow chicken and egg to occupy Beijing.

The J brand parent enterprise, which started in the wholesale mode, began to pform in 2002.

J brand trader L lady told reporters: "wholesale mode allows enterprises to earn the first pot of gold, but later added a lot of trouble to us. As a result of a large number of arrears in the wholesale sales process, some have become some bad debts.

And some arrears have become the weights for wholesalers and manufacturers to talk about conditions, leading us to a passive position.

Moreover, the channel system generated by wholesale sales is often in disorder. Manufacturers can not reach the terminal and fail to establish a good brand image.

However, we can not keep the wholesale channel, because the wholesale radiating surface is very wide, wholesale production of goods fleeing and other issues also cause manufacturers headache, fleeing goods easily lead to conflicts between regional agents and distributors.

As a result, the J brand started to invest in the whole country in 2002.

For enterprises, the advantage of the total generation is that enterprises can use the channels and networks of the total generation to sell the brand clothing of the company throughout the country, and can pfer the stock of enterprises, speed up the withdrawal of funds, stabilize the capital chain of enterprises and maintain relatively stable cash flow.

At the same time, the main generation of the market management functions, the enterprise only needs to invest a small amount of human resources to train the total generation and market supervision.

Ms. L knew very well that the two way for the whole country to invest was to optimize the traditional wholesalers.

The other is to develop new provincial agents.

In the process of optimizing traditional wholesalers, we should convey the distinct brand concept.

First of all, it is necessary to have the material in the stomach. At that time, the partners who used to do wholesale business did need a relatively long time to change the concept and run in.

Ms. L told reporters: "in the process of investment promotion, two things are done in the same period, one is financing and the other is absorbing talents.

A provincial agent will bring the business opportunity of this market. He will pay us part of the cost of joining the agency, and some enterprises will call the margin.

But what kind of method can we find the most suitable cooperative franchisee?

At that time, I decided to build up the brand framework in the Beijing market, which is more effective than any advertising.

J brand in Beijing's first shopping mall counters opened in Xidan Zhongyou.

The agent in Beijing market is Ms. L, who spent a lot of time to get in touch with the agent.

For other provincial agents who want to join the agency, the general agent in Beijing not only pays no money, but also gives the agent a lot of financial support.

Entering a shopping mall will cost more than ten thousand.

However, Ms. L opened four stores in 2002 and 2003. For this agent, Ms. L is very polite.

In his words, "opening up the Beijing market is certainly not easy. How much money do you need to get through the relationship?"

The second step: acting as a direct battalion.

Once an agent is chosen, it is equivalent to giving the regional management right of the brand to the agent. The success of the regional market depends largely on the operation level of the agent.

But manufacturers and agents are just a community that depends on interests. They often have many conflicts in their interests. In the era of implementing the marketing system, they often misplace.

Ms. L, who was eager to open up the brand in all cities across the country, opened 120 stores in the country in 2004.

For four stores in Beijing, this is just an advertising investment, but there is no real local return.

Ms. L sees it as a strategic investment.

Or in the next 35 years, these shopping malls can produce huge returns.

Mr. M, director of J brand sales, told reporters: "remembrance of 2003's work is very arduous.

The number of clothing brands in China is far greater than the number of agents. Agents often have multiple brands of resources on hand.

Therefore, the integrity and loyalty of agents is always a headache for manufacturers. The threshold of clothing management is very low. Agents have too many choices, and they are faced with too many temptations. They may abandon you at any time and give you a market mess.

Moreover, the arrears of agents, malicious fleeing and other issues have been troubling manufacturers.

The agents in Beijing didn't directly talk to me. In 2003, they talked directly to the president. They accepted Ms. L's management.

The Beijing agent seems to have touched the psychology of Ms. L, who is still overweight in second years, and is also calculating about the return of some items.

Without businessmen not wanting business returns, the relationship between Beijing's agents and J brand makes MS L have to think of a new way out.

In 2004, she found second agents in Beijing to open up two kinds of shopping malls and stores.