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Discussion On The Difficulties In Training Clothing Brand Dealers

2008/9/24 15:42:00 57

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Dealer is the product circulation bridge between clothing brand enterprises and consumers, and it is also the intermediate node for enterprises to gain market interests. Therefore, building a good distributor team has become the key to win the core competitiveness of apparel brand enterprises in the process of market competition.

But in the process of channel construction and market development, we also have to take into account that there is still a big shortage of knowledge and staff quality in China's current clothing distribution staff. The lack of professional clothing marketing skills has also led to the limitations of operation. On the other hand, due to the different geographical and consumption environment, the sales personnel of different departments will also have different ways of operation.

Therefore, clothing brand enterprises often face several difficult problems after training and training.

1, the difference in understanding caused by different levels of knowledge;

Because of their differences in educational level and social experience, the practitioners in the field of clothing distribution lead to different understanding of training contents in the training process.

For such training as "terminal information management", which requires higher knowledge reserve ability, trainees with certain experience in computer network application and management and those trained only in manual reconciliation and information classification will have a big gap in understanding modern management models such as ERP and CRM.

For example, training courses focusing on practical experience such as "clothing consumption and demand", trainees with rich market operation experience are more likely to understand.

2, the difference in cognition caused by differences in professionalism;

The so-called professionalism here refers to the recognition of distributors in the field of clothing marketing and the strategy of brand management, that is, the so-called "layman watching the bustle and the layman watching the doorway".

With the topic of "channel management" or "terminal brand building", for dealers who have been engaged in or are engaged in channel management and brand management, he can better learn the application skills from the trainers, and make the greatest resonance to the contents of the lecturers, so his knowledge in training knowledge acquisition will also be stronger.

3, the difference of attention caused by regional consumption differences.

China's vast territory, because of different economic income, seasonal changes and clothing culture understanding, it also causes consumers in different regions to change in clothing consumption patterns and purchase needs.

The distributors of clothing brand enterprises come from all over the world. For short training course lecturers, it is impossible for the lecturers to explain the cases in detail. In order to better face the majority of trainees, it is inevitable that they will tend to be theorized and strategically oriented in the curriculum, and the discrepancies between the content and the practical application will be revealed, which will lead to the deep reason of "empty, false and empty" phenomenon that the dealers feel in the process of centralized training.

4. The difference in executive power caused by the differences in the way of operation;

When clothing brand enterprises are trained to set up trainees, in order to maximize the cost savings and get the best training results, different types of dealers will be brought together. Especially during the training course of large products ordering, trainees may be dealers, agents, franchisees, self-employed shop managers, and internal functional departments.

However, there are great differences in the way of operation of different types of operators. If they are generalized, they will only be able to form "face to face and face to face", and training contents can hardly be converted into trainees' executive guidance, which will cause unnecessary expenses for enterprises.

5, the lack of training system caused repeated and inefficient labor.

If the above four points are the training difficulties caused by the trainees' reasons, then the training resistance that is lacking in the establishment and perfection of the training system is entirely caused by the clothing brand enterprises.

Training is a way of knowledge accumulation and experience exchange. Its value can be derived from gradual knowledge growth and on demand professional courses rather than repetitive and inefficient personnel gathering.

6, the difference in training effectiveness caused by differences in teaching skills;

In the process of looking for distributors' training lecturers, clothing brand enterprises seem to be willing to invite professors from famous universities or well-known training companies in the market to give lectures in order to show the strength of enterprises.

However, dealer training is not a "high-level forum". It needs to rise to a theoretical level.

The identity and honor of lecturers can not bring professional and practical business skills to dealers, and those lecturers who are trained in the whole industry can not understand the characteristics of the garment industry.