Pressure Down Enterprises Need Urgent Channel Change

The urgent problem facing enterprises is that there is no difference between the products entered into different sales channels, and because of seasonal reasons, the franchised stores have become "grocery stores".

It has been jokingly said that buying a down jacket and driving a motorcycle can not be done now. Buying a down jacket of 500 yuan will bring a lot of things like air conditioner, frying pan, cup, bowl and so on, and the market promotion will be intense.

"This game can no longer play. If we play it again, the business will die."

A down jacket business executives said with emotion.

The price war and the promotion of gifts have become the helpless action of the down garment enterprises. A large part of the reason for this situation is the instability of the channels. The seasonality poses a challenge to the marketing channels of the down garments.

How to build a healthy network channel has become another issue facing down garment enterprises.

Top grade and low grade together

Now many down clothes enterprises are walking on many legs, the wholesale market, monopoly stores, shopping malls will have the appearance of products, hope through the wholesale market, and through the store to make brand image.

However, the problem with enterprises is that there is no difference between products that are entered into different sales channels, and they are all in a brand name.

It can be thought that the same products will not achieve the same good results under different sales environment and different needs, and the same brand will also give people a completely different feeling in the stalls and monopoly stores and large shopping malls.

It is necessary for the down garment enterprises that produce both public products and subdivision products to divide the products according to their grades and styles, and to invest different products according to people's consumption preferences in different channels. It is also necessary to register new brands to make the positioning of each brand clearer, which is of great benefit to maintaining the brand image.

In fact, in China, shopping malls are both strong and weak.

The reason why it is strong is that brands have to comply with some unreasonable regulations in the big market, otherwise they will lose this important channel. Because it is weak, it is because any shopping mall can not cover the whole China, and it is not the sale channel that can solve all the problems of terminal sales.

During the interview, the manager of a down garment enterprise said that the change of marketing method can be said to be a major project. Recently, the Ministry of Commerce issued a new regulation to limit the phenomenon of arbitrary charges in shopping malls, which is a good news for garment enterprises including down garments.

"The strength of an enterprise is weak after all, and the solution to the drawback of the down garment marketing needs the change of the whole market environment.

There is a need to control the unauthorized charging of shopping malls and the hype of shopping malls. We all abide by the rules of the game, and the market environment can be more standardized so that enterprises can develop.

Exclusive store

Other brands can sell their products in franchised stores all year round, but in hot summer days, what can be sold at the exclusive stores and how to make full use of resources become a major problem for all down garment enterprises. This is also an important reason for many enterprises to become diversified and diversified.

Starting from the initial recruitment mall in Changshu, to enter the small shopping malls, and now enter several famous shopping malls in China, thousand ridge Garment Co., Ltd. hopes to achieve the brand image enhancement through the terminal.

In addition, there are also direct stores and flagship stores.

This year, Qian Li Gang has opened a two floor flagship store with an area of 1100 square meters in the center of the city. This flagship store is selling 600-800 thousand a year.

In the store image, thousands of Kong gang and the domestic big planning company long-term cooperation, by which they provide professional guidance, in fact, the terminal reflects the brand image of Qian Ren Gang, is also one of its propaganda strategy, compared with star endorsement, thousand li gang's practice seems more pragmatic, as the Deputy general manager Zhu Qunyi said, "we hope to invest limited funds into product quality, design, brand promotion and sales terminal construction."

In principle, Qian Li Gang does not allow dealers to sell other products in their exclusive stores, but of course, it can not sell other brands of down coats at the same time.

So how do these stores operate in the off-season?

Zhu Qunyi told reporters that for large dealers, because they can get a larger profit from the company during the peak season, stores in the off-season may be closed for three or four months, or through off-season promotions, while small dealers may sell some sandals and other products in summer, and turn back to down clothes automatically when the weather turns cold.

The hope that we will solve the problem of "no monopoly" of franchised stores depends on the serialization of products. "We will consider producing some men's jackets and shirts to ensure the continued operation of franchised stores."

For the management of dealers, the staff of the marketing management center will visit all over the country throughout the year to inspect the location of the store, and consider how to meet the company's requirements and grasp the sales information of all terminals.

Also because of seasonal reasons, Fiyta's stores can only be "temporary": sell their own down garments in winter, and sell other products in the spring, or decide what to sell by dealers themselves, or rent them to others during this period, but the shop heads are still Fiyta's.

Will this make people think that these products are also Fiyta's products, which will have an impact on the brand image?

In this regard, Zhu Guihua, chairman of Fiyta Clothing Co., Ltd. also had some reluctantly: "we hope to be a professional down garment manufacturer, and have no intention of developing other products, hoping to find other solutions."

Dealers are hurt by fierce competition.

In the construction of marketing network of domestic garment industry, franchising and agency distribution have become the two main channels of channel network.

As a special branch of the clothing industry, the down garment enterprises are mainly represented by agents, directly marketing and supplemented by the mode of agent distribution, covering many municipal cities, making use of distributors' network to carry out market operation, and setting up branches in big competitive cities to manage their own businesses, which is conducive to reducing network costs and protecting the market.

But too intense competition has hurt most dealers: the advertising support is not in place, the agency policy is inconsistent, and the cruel buy and sell promotions, leaving behind the cost of the terminal, there are even many years of backlog of inventory, and the manufacturers' promises can not be fulfilled, so that the agents in various cities are constantly changing every year. The new agents and new agents have different degrees of conflict. The terminal control is not strong enough, and the management level is not easy to grasp. There are five or six brands in the dealer's hands, so that the channel network can not keep "smooth" every year.

Coordinating the contradiction between enterprises and dealers, Medjeja Clothing Co., Ltd. is actively exploring the way of "bundling": the company and the distributors jointly contribute to the joint venture.

Xu Xiangdong, general manager of Medjeja Garments Co., Ltd. believes that this is more conducive to the healthy and rapid development of the company's sales network.

The joint operation of the joint venture and the joint operation and supervision together will help to truly control the terminal resources, understand the market in time, operate the market effectively, and truly achieve a win-win situation.

Chain supermarkets should adjust measures to local conditions

The down chain retail mall has become another channel for the down sale sale after the shopping mall and exclusive store, and it has the momentum of rapid development.

Professional stores, perfect management, make this store increasingly becoming the first choice for people to buy down garments.

There are two down chain retail stores in Shanghai: Viero and Vientiane.

The Shanghai Hui Luo company has been doing the professional feather clothing sales for more than 20 years. The brand requirements are very strict. The brand entering the store must have its own characteristics. At least, the product needs to be differentiated.

There are 43 chains of snow in Guangzhou.

Zhu Guihua, chairman of Fiyta Clothing Co., Ltd., believes that the down chain retail mall will be a main channel for the sale of down coats. In order to maintain their brand, these chain stores will strictly screen the brands. Two will standardize the management of the incoming brands, and provide good services. There will be less vicious competition here, and the problems such as zipper damage will occur. The chain stores will be responsible for the repairs. Consumers will buy products here and feel at ease.

Chain retail stores have their natural advantages over other channels in their business models, and they require standardization, specialization, simplification and uniqueness in business mode.

However, due to the cyclical nature of the down products and the imbalance of China's regional economy, the chain retail mall should take into account its unique features when it is in commercial operation. For example, the products promoted in the northern market may be very difficult for South market, and the down products that are suitable for dry climate in the northwest are not necessarily smooth in the cold, moist south of the Yangtze River.

The way of brand chain monopoly should consider the particularity of local consumption while considering the uniformity of business operation.