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Clothing Dealers: Whoever Masters The Channel Will Have The Market.

2008/8/14 15:20:00 33

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Clothing Distributors Channel Management Clothing Enterprises

"Who has mastered the channel, who has mastered the market" has been passed through countless tests in various industries.

Mastering the channel also mastered the market.

The clothing industry is a typical dumbbell structure, brand and marketing are the two ends of dumbbell.

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

Clothing industry and fast moving consumer goods demand different channels. Fast consumer goods channels are basically in the hands of enterprises. Enterprises have a large number of sales personnel to maintain and manage the market. Especially for some well-known enterprises, such as Coca-Cola, Kangshifu and so on, distributors have basically become logistics distributors. They only undertake Logistics and distribution work, and even many large retail systems have been directly operated by enterprises.

Local daily chemical enterprises set up several hundred branches in China to conduct direct operations.

Compared with these fast moving consumer goods, 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 slow to make progress due to their own financial strength, management ability and human resources.

How can clothing enterprises build their own sales channels?

How can we build a sales channel quickly and at low cost?

What issues should be considered when constructing sales channels?

How should management be done after construction is completed?

I think this is a problem that all clothing industry people are thinking about.

　　

Channel analysis

Sun Tzu's art of war "knows one's own knowledge, one hundred battles", the mall is the battlefield, and the art of war is also the treasure of commercial warfare.

Of course, we should first understand the existing channel situation, analyze the advantages and disadvantages of various channels and the applicable conditions.

The huge sales system of the wholesale market has promoted the rapid development of garment enterprises, and has made a great contribution to the development of China's garment industry.

The advantage of wholesale channels lies in the concentration of markets and the wide range of radiation. The wholesale markets represented by Guangzhou, Dongguan, Humen, Wuhan, Shenyang, Changshu, Zhejiang and Zhuzhou have a pivotal position in China's clothing industry, covering almost the entire Chinese market, and even many foreign customers are also getting goods in Guangzhou and other places.

The product flow is large, and the enterprise development cost is low. Only in these major wholesale markets, the products can be sold to all parts of the country. Basically, there is no need for personnel management and maintenance.

However, the wholesale sales mode requires the products to be popular, low price, small profits but quick turnover. With the principle of fast turnover, the brand and quality requirements of the products are very low. There is hardly any service. Basically, it is a kind of buying and selling relationship.

Moreover, the biggest problem facing many wholesale clothing enterprises is the payment of arrears. A large number of garments are spread to wholesalers by way of credit, causing great cash flow and capital chain pressure to enterprises, and also bring great operational risks to enterprises.

The emergence of the total generation appeared with the emergence of brand clothing. Their appearance changed the traditional wholesale mode of China. With the help of the total generation, China began to enter the era of brand clothing.

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.

Similarly, because the regional market is basically managed by the general manager, and the control of the market is limited, the marketing policies of the enterprises can hardly be effectively implemented.

Moreover, the market management level varies from place to place, because the market share and sales volume of different regions are quite different.

In particular, some enterprises are eager to expand the blank market, and find a wealthy but not dressed, or business philosophy inconsistent with the enterprise, then the market can not be done well, such examples are too many.

The total generation sells clothing to consumers through its own stores, into department stores, stores, franchisers and other retail formats.

Department stores and stores can support a certain brand image. For enterprises that want to enhance their brand image, shopping malls are the most valuable terminals. Many high-end newspaper sets will set up special counters or exclusive stores in high-end department stores.

For example, Hang Lung Plaza in Shanghai, many famous brands such as Chanel, Dior and other famous brands in the world have their own stores.

But now there are a lot of expenses in the shopping mall and sales activities organized by shopping malls to gather popularity, so that many garment enterprises and the general generation complain incessantly. In addition to entry fees, shop fees, public relations fees and high rebates, sales promotions such as discounts, buy gifts and cash returns are endless, leading to the extremely high cost of operating the shopping malls.

It is understood that the total cost of operation of shopping malls in some areas has reached 35%-40%, which seems to be very high in gross profit, but in practice, the net profit of operating the shopping mall is very small.

The main sales terminals of the brand clothing enterprises of the exclusive stores, compared with the shopping malls, have a higher demand for the brand, and the brand must be well known, and at the same time, the products have more styles, so that they can basically grasp the trend of the market.

Franchised stores can display enterprises, brands and product images well through unified signboards, unified decoration styles, unified product displays and unified corporate publicity.

However, at present, the threshold of clothing business at the grass-roots clothing business is very low. Too many domestic brands in order to rapidly expand shopping malls and raise sales volume, they are very low in demand for dealers. Many people want to start their own businesses as long as they have funds to find a store. Script src=>