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Discussion On Channel Management And Marketing Mode Of Garment Enterprises

2008/12/4 11:07:00 23

Most Chinese clothing enterprises live in the market by family business management mode, mainly in the Pearl River Delta, the Yangtze River Delta and the coastal areas of Southern Fujian.

For apparel enterprises, most of them are still in the initial stage of selling OEM and selling products. Under this mode, enterprises have not yet learned to introduce talents systematically, let alone training and examination of professional managers and practitioners, nor can they form a set of business philosophy and corporate culture with shared values.

Although each has its own marketing models, some are brilliant and some are very dark. The reason for this is that, apart from the constant changes in the market itself, more marketing models are constantly emerging, forming a competitive situation for survival of the fittest.

As a commodity oriented to cross regional operation, clothing management is also one of the core competitiveness of garment enterprises.

服裝營(yíng)銷渠道主要組成分為：1、分公司或總代理；2、專賣店或加盟店；3、商場(chǎng)的柜臺(tái)場(chǎng)地。

The three types of channels focus on roles and performance functions.

The branch or general agent plays the role of the regional logistics center, promotion center and management center.

Franchised stores or franchised stores play a role in the way of franchising, facing consumers, maintaining brand image and buying consumers conveniently.

The special counters in shopping malls are more reflected in enhancing brand awareness, expanding brand influence and giving psychological hints when customers consume two times.

Branch marketing offices of branches and offices have existed for a long time as the main body of garment marketing channels.

The operation mode of the apparel industry under the branch system is actually a one-stop operation driven by supply and marketing, which is very easy to cause the false appearance of sales. In fact, it only carries on the pfer of product inventory, and does not form effective sales. While expanding the market, it also causes the business difficulties such as overstaffing, floating staff and increasing management difficulty.

There is a brand that ranks first in the industry for six consecutive years. The market share of products has been 16% of the same commodity, leading second by nearly 9 percentage points.

There are more than 800 exclusive stores in the country, known as "zero inventory".

However, the brand national branch of the brand will have a considerable number of products every year to carry out low price promotions on the pretext.

The head office has no stock and its inventory is all in the branch.

In this mode of operation, simply expanding the scale of clothing enterprises and blindly pursuing sales volume will increase the inventory day by day, which will inevitably lead to a vicious cycle of rising cost and decreasing profits.

Franchised stores (chains) are becoming more and more popular among many fashion brands because they are free from the geographical restrictions of product competition, easy access to terminal passages, and the advantages of integration and improvement through the same industry or different industries.

This flourishing terminal marketing mode has made a great change in the original clothing industry, and some large domestic clothing brand enterprises quickly set foot in this new business mode.

For example, the "strong tyrant" men's clothing has started large-scale investment since 02, and developed into more than 2700 brand franchised stores in two years, one of the fastest growing enterprises in China.

It is a regular marketing mode that has lasted for several decades to sell products in the shopping area or counter.

Basically, it can be divided into two forms: one is an open department store, a separate department store which sells independently, and a centralized fund management by all sides of the site.

The other is that the site owners only provide the right to use the site, carry out simple property management, product distributors are responsible for sales and brand image maintenance, and directly set up stores in the field. For example, the boutique clothing street at the bottom of many five star hotels is this form. Most clothing enterprises in Guangdong adopt this mode.

From the change of the marketing channel of clothing industry, we can see that, due to the development of market economy, the change of sales environment and the mature changes of consumers, it is necessary for clothing enterprises to change or integrate their original marketing channels, change their original unilateral thinking mode, take overall consideration of the optimization of resources, the coordination of sales echelons, improve the marketing policies, and pay attention to the feedback from retail terminals, so as to formulate effective and effective marketing methods, find out a new marketing channel mode suitable for the market environment, minimize the nodes in the vertical marketing system, reduce the links of product circulation, and improve the speed of products and all kinds of information dissemination.

Since the beginning of 07, many garment enterprises