Home >

Problems Existing In Garment Enterprises' Training For Distributors

2008/9/24 15:59:00 31

??? 日本語 Fran?ais English 中文

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.

In the process of market development, on the one hand, we have to take into account that there is still a big shortage of knowledge and staff quality in China's clothing distribution professionals. The lack of professional clothing marketing skills has led to the limitations of the operation.

On the other hand, due to the different geographical and consumption environment, there will be differences in the way of operation and the way of distribution.

Therefore, clothing brand enterprises often face various problems after training and training of distributors.

There are many misunderstandings in training.

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 example, "terminal information management" and other training that requires higher knowledge reserve ability, trainees with certain experience in computer network application and management and those trained 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.

"A layman is a busy man."

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.

In order to maximize the cost savings and get the best training results, clothing brand enterprises often bring together different types of dealers, especially in the training courses for large products ordering period. Trainees may be agents, franchisees, self-employed shop owners, 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 down", and the training content will hardly be converted into the executive guidance of trainees, which will cause unnecessary waves for enterprises.

Fei.

In addition, clothing brand enterprises in the process of training dealer trainers, seem to show the strength of enterprises, often at the expense of inviting professors from famous universities or well-known training companies in the market to give lectures.

However, dealer training is neither a "high level forum". It needs to rise to the theoretical level of unconventional daily work, nor is it the manager of a large enterprise. It needs a deep and sophisticated coordination capability.

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.

It can be said that the failure of dealer training is often caused by a series of consecutive failures.

Attention should be paid to the "pertinence" problem.

Admittedly, the main body of dealer training in clothing enterprises should be the whole dealer group. However, due to various cognitive problems, lecturers and enterprises can hardly take into account the needs of all distributors.

Therefore, the selection of training subjects can be divided into two forms: first, to meet the needs of the majority of trainees, and to provide training for meeting more participants; two, after training the quality and knowledge of the trainees, the training content is set up as a teaching service for new knowledge and skills.

In either way, the lecturer and the enterprise should know the needs of trainees before the start of training, and set up the training content based on the lecturers as the main body in order to make the training more practical.

As "Rome is not built in a day", knowledge is not acquired through one or two days of training.

Some garment enterprises that I have experienced will only consider training for dealers as a "welfare" measure. It seems that with training, dealers can sell more products, and dealers with training enterprises can enhance a level. If only for training the strength of enterprises in front of dealers or training for training, they will not only be useless for dealers, but will also become a burden for enterprises.

For the consideration of business and long-term development, training should be a long-term and systematic system. It needs not only targeted training courses and contents, but also more requirements and planning for distributors and enterprises in addition to training courses, such as the requirements of trainees' quality, the characteristics of enterprise operation, the difference of regional development of dealers, and the market demand situation and development trend at this stage.

In addition, in all kinds of training, they often appear: when they are trained, they are passionate and will forget when they are trained.

This is not just a problem with the setup of training content, but also the fact that after the end of the training period, the enterprises failed to link the training to the actual work.

So script src=>