Sewing Machine Marketing Diversification: 4 Channels In Parallel

How to get closer to the target customers and markets, vigorously promote their products, how to quickly capture the target customers, and effectively use various resources are all the topics that domestic sewing machinery enterprises must face in the process of becoming bigger and stronger.

For a long time, "big, strong, solid and fine" is the goal and pursuit of many domestic sewing machine manufacturers.

Looking at the current domestic sewing machine industry, apart from the agency mode of the distributors, enterprises have integrated the exhibition promotion, network marketing and other means into the enterprise marketing process. For this reason, many people in the industry say that many channels have marked the realization of multielement marketing in China's sewing machine enterprises.

　　渠道之1　經銷商代理制依然強勢

For a long time, the sales of sewing machinery industry in our country are mainly distributed by distributors and agents in various markets. As a result, the distributor agent has become the mainstream marketing mode for the sewing machine industry in China.

Whether in the domestic market or in the foreign market, the vast majority of sewing machine enterprises carry out market expansion through different distributors or agents. The more powerful sewing machine distributors can get more trust from the manufacturers.

An industry insider said that the advantage of dealers was accumulated over a long period of time under the traditional industry marketing mode. Its familiarity with the market in its sales area and its good connections in the local market, especially the sensitivity to the local market development and so on, are difficult for any sewing machine enterprise to achieve in a short time.

As we all know, the sewing machinery market in our country has its own distinct characteristics. Sewing machine enterprises need to set up specialized agencies or find local agents in the process of developing local market, so as to meet the individual requirements of different customers in different markets. The role of regional distributors or agents is very obvious.

"For sewing machinery manufacturers, the development of a market in any area requires a large number of technologies and support from pre-sale, sale and after-sales services. Without sufficient resources support, there is no way to really serve the customers. At present, no one in the sewing machinery industry in China can serve all the regional markets with one's own strength. Therefore, the strong position and role of professional dealers determine its irreplaceable nature."

In this regard, Chen Jin believes that the position of dealers and distributors in China's sewing machinery industry can not be shaken, and said: "domestic distributors have stable and good customer resources, strong pre-sale, sale, after-sale professional service capabilities, good quality assurance system, and flexible market price settlement system and other advantages, enough to set dealers in the sewing machinery market in a strong mainstream position."

　　渠道之2　縫企直銷小試牛刀

The term "direct selling" has always been a sensitive term in China's sewing machinery industry.

A few years ago, the sewing machinery industry in China once appeared a number of whole machine manufacturing enterprises "coincidentally", through the establishment of regional offices, branch offices, exhibition hall, monopoly stores, and other ways of self marketing channels, direct marketing attempt, which caused many dealers' complaints and dissatisfaction.

After two years of reminiscent, an insider felt: "at that time, under the pressure of enterprise survival and competition, many enterprises, including backbone enterprises, had to divert energy from professional manufacturing field to direct sales to cope with the pressure of market operation.

"Indeed, due to various reasons, the direct selling attempts of enterprises were different in those years. Unsuccessful enterprises have quietly abandoned direct selling, and some are still sticking to it. However, no matter what the result is, these behaviors that flatten the marketing channel have also made a useful attempt for the exploration of the management mode of China's sewing machinery industry."

At the same time, he also said that the direct selling mode in China's sewing machinery industry is not confined to the field of industrial sewing machines. The typical case of successful direct selling in home sewing machines is the family business of the leap Group.