Experience And Confusion Of Dealer Management In Garment Enterprises

As an intermediary between manufacturers and markets, distributors are indispensable in the process of product value realization.

Enterprises are generally ambivalent about their mood. They can not only help the growth of enterprises, but also turn them into "stumbling blocks". How should we treat this particular group?

Effective management of distributors and maximizing the functions of channels are being studied by many enterprises.

On the basis of long-term enterprise management consulting work, this paper summarizes some experience and confusions faced by apparel enterprise dealer management, so as to share and discuss.

Experience of distributor management

After 10 years of development, A garment enterprises have developed more than 300 dealers.

The dealer team is very stable, which is rare in other enterprises.

The success of dealer management in A clothing enterprises can be understood from three aspects.

    第一，  理念層面：達成共識，共享利益

In the development process of A garment enterprises, we always emphasize the sharing of interests with distributors, common difficulties and common development, advocacy of win-win cooperation, common growth, cultural awareness and other dealer management concepts, and forming close cooperation with distributors.

   （1）合作共贏理念

A clothing enterprises emphasize cooperation and win win with distributors. Dealers are considered as an important part of sales channels and a bridge between enterprises and consumers.

In the process of operation, we should safeguard the interests of both sides, stand on a common win-win position, understand how to share, grow together, and provide value-added services to our customers.

Through strict price system management and channel allocation mechanism, ensure that dealers get corresponding profits.

Even if the interests of enterprises are damaged, as long as it is within the scope of acceptance, the A clothing enterprises will give priority to ensuring the profits of dealers. This is very important. Under the changing market conditions, dealers will always stand together with A clothing enterprises and work together to find ways to tide over difficulties.

   （2） 共同成長理念

A clothing enterprises pay great attention to the common development of enterprises and distributors. It can be said that the history of enterprise development is also the history of dealer development.

Many dealers grow from scratch, from small to large, with the development and growth of A garment enterprises.

The strict regional management and price system of A clothing enterprises has given dealers great room for growth and development.

So dealers are very grateful to A clothing enterprises, and feel that their development can not be separated from A clothing enterprises.

A clothing dealers do not make competitors' brands, and there are many businesses that only do one company.

   （3）文化認知理念

A clothing enterprises emphasize that dealers should be regarded as an integral part of enterprises and create and build a common corporate culture through various ways. The top dealers and A apparel enterprises always maintain good communication and communication and create common values.

The vast majority of dealers recognize the culture of A clothing enterprises and integrate into the corporate culture and family of A clothing enterprises.

"Satisfy and guide the customers' fashion needs and maximize their social value and economic value with their interests as the goal.

"Is the business mission of A garment enterprises. As one of the most important partners of A clothing enterprises, A clothing enterprises bind the development of distributors and enterprises from the concept.

    第二，管理層面

In terms of dealer management, A clothing enterprise management pays attention to two aspects: careful training and strict management.

   （1）精心培養

A clothing enterprises have established a sound dealer training system, from the dealer selection, cultivation, certification, assessment and so on, have a more perfect system.

A clothing business personnel do not sell, but to help distributors Develop the market, sell products, help dealers improve the management system, train dealers' management and management capabilities, many dealers are followed by A clothing business personnel to learn how to do business.

   （2）嚴格管理

At the same time, A clothing enterprises are very strict in the management of dealers, including strict rewards and punishments.

For example, strict regional management, price system, and so on, have strict management measures for distributors to distribute goods and disorderly prices. Once they are found, they will use strict fines and goods handling measures.

It ensures fair competition among distributors, standardizes the market order of the channel, and also safeguards the operation and management system of enterprises, and ultimately safeguards the interests of enterprises and dealers.

A clothing enterprises in the strict management of dealers, the management attitude is very determined, and will not tolerate, this is very important for maintaining a healthy system.

   第三，操作層面

In the management of dealers, A clothing enterprises have put their business concepts and management measures into operation level, thus forming a trinity system of concept, management and operation.