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Problems Existing In Garment Enterprises' Training For Distributors

2008/10/18 13:26:00 22

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.

(Jia Xiao)