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"Salted Fish Turn Over" -- The Story Of A Clothing Dealer

2008/9/5 16:58:00 26

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What is a distributor in the clothing industry?

A friend of mine said, "dealers are grandchildren!

Take the goods before the manufacturers how to say how to become, take the goods you have to follow the way they draw, not today's exchange rate has been cut by half, that is, tomorrow will take up 10% of the price.

When you are struggling to get your clothes back, you will have to ask the Lord to look around for the baby.

If you don't do a good job, say that you can't get a little bit of goods this time. Tomorrow's factory will kick you off and find another one. If you don't get rid of it yourself, do you do it alone? "

When Chinese clothing enterprises are selling products, it is the most common and relatively stable way to use traditional "Pyramid" style supply chain and management process in marketing channels, such as Illustration 1:

The multi-layer marketing channel mode first guarantees the product's deep coverage in the market. Secondly, a large number of dealer teams also make the garment enterprises get a broader market share in the smallest cost input.

But we can also see that in this traditional supply chain, the circulation of products is carried out step by step, which will inevitably increase the cost of storage and reduce the profit margin. With the deepening of the classification level, the financial risk coefficient and the intensity of brand maintenance will also be enhanced.

From the chart, we can also see that the more the product is pferred to the grassroots, the heavier the work content of the distributor is, the faster the change rate of the grass-roots marketing outlets will be.

With brand enterprises' disdain for traditional marketing channels, you can't see that YOUNGOR has already controlled the channel and has its own stores spread all over the world. Although Shanshan has gone all the way to join in the end, the operator is only paying the money as the second master. From the product system to the store planning and marketing mode, all of them have been completely killed. The channel is becoming more and more flat, and the behavior of abandoning dealers is becoming more and more common.

Just now, the friend who wished to curse was also the "beneficiary" after several "channel optimization".

His name is Li Gang (a pseudonym), from the early 90s of last century, he began to set up a booth to do the clothing business. Later, with the accumulation of funds, he began to represent some brands in the north to expand the market. He said that some famous brands in Beijing are now "passing the hand" and "touching the market in Beijing."

Later, as the market competition became more and more intense, manufacturers were also getting more and more tight. Although they made two or three brands, they ended up being "mother and mother holding children - others!"

In addition to earning some money, he always felt "cowardly" and tried to run his own brand. After a while, he lost more money than he earned.

He gave me an account. "In those days, people who have the trend of the world have to go to the world and run with others' buttocks to buy the format that has been listed."

After buying the edition, the manufacturer made a lot of trouble again, and the quantity was too small to be done.

And so on, I can produce, my network is so few, the brand also face customers do not know, the cost is high, earn enough room rent. "

In the 02 year when he opened the Chinese clothing and Accessories Fair in Beijing, several friends who had been with Li Gang's dealers in a trench were chatting. He sighed and sighed.

After a few brewers, they began to talk about their own businesses. They analyzed each other and found that their strengths and weaknesses were mixed.

Advantage: there are ready product sales channels.

Disadvantages: no product design, production capacity, marketing outlets are relatively few, can not digest bulk products.

Advantage: the best understanding of the psychology of consumers in the place of sale;

Disadvantages: consumers are less aware of new brands and less willing to buy.

Advantages: long term operation of the distribution area has created a solid network of relations.

Disadvantages: limited ability to expand outlets in the field.

Advantages: many years of experience in the marketing line.

Disadvantages: the company's professional management and brand operation capabilities are weak, and can be invested in limited funds.

At the end of the conversation, one of them suddenly suggested, "why can't we do it together?"

Everyone feels the suggestion is interesting, so discuss it together:

1, operators who have the advantage of marketing channel cooperate to form a new company.

2, the new company registered product brand, hired professional managers to manage the company, to maintain the company's operation and business development;

3, the company adopts the way of virtual operation.

The product production is commissioned by the southern professional garment processing enterprises, and the product design is completed by the company's professional designers.

4, use original marketing channels to sell products, and make dividends according to sales and investment ratio.

After the exhibition, they began to carry out the implementation of cooperation.

They also have a name for this project: "join the self brand"!