Garment industry is a special industry in China's consumer goods industry. Its distribution channels are basically department stores, distributors or street stores. Enterprises usually choose distributors through the following two ways: first, find suitable distributors through professional media, and two choose to participate in professional exhibitions.
How can enterprises successfully invest in exhibitions? In addition to the preparatory work for the exhibition, we should also pay attention to the following aspects: first, identify the location of the brand and identify which market the product is in. For example, some products are suitable for the one or two market, and some are suitable for the three or four market. The location is different, the sales channels are different, and the dealers are naturally different. Second, according to the brand characteristics and the different consumer groups, we choose the suitable distributors, so that we can transmit the products to the terminal with the fastest speed, the highest efficiency and the lowest cost.
If the product is located in the low end market, the enterprise itself is still in the start-up stage. I suggest that the agent should be the provincial agent in the exhibition. Because provincial agents are better than single dealer dealers in terms of operational capability or economic strength, they can quickly open the target market through provincial agents and their already maintained first-class and two tier distribution networks. If the product is going to be a high-end market, the product style and personality are distinct, aiming at the middle and high-end consumer groups, it is not appropriate to choose the provincial agents to expand rapidly for the purpose. Instead, we should choose a point to point single store distributor who aims to penetrate the market gradually. Through the service provided by the distributors and the means of brand operation, we will penetrate the spots and points out, and finally we will achieve good sales results.
At the early stage of the business, most of the enterprises choose the provincial agents. However, when the enterprises develop to a certain stage, the disadvantages of the agents at the provincial level also appear, which are reflected in such aspects as coordination strength, market management, terminal support and brand communication. With the gradual expansion of enterprises, these disadvantages will become more prominent. There are also some provincial agents in the management of two class agents, subject to their own ability constraints, can not very well put the brand concept and management system to extend to the terminal. These are the problems that can not be ignored when the enterprises are not strong enough to participate in the exhibition. It is also a necessary process for many enterprises to develop.
From the point opposite to the provincial agent, we gradually transition to point to point, and many domestic enterprises have such management experience. In this process, enterprises must choose the right way according to their economic strength, investment ability and the ability to maintain the terminal continuously. There are, of course, two examples of simultaneous use. For example, some enterprises take advantage of their geographical location and management support capabilities to carry out point to point management for dealers in the key cities of enterprises around and brand promotion. The aim is to effectively push the brand's good image and meticulous service to the market, so that consumers can truly feel the charm of the brand; for enterprises like the ",", "," and "Qi" areas, enterprises want to rapidly increase their market share and make use of the way of the provincial agents to face the opposite way, so as to achieve the goal of rapidly expanding the market and enhancing brand awareness.
Intensive farming, or large scale net casting and rapid development, or two ways of simultaneous use, in any case, it is the best way to be suitable. What needs special attention is: before choosing any method, we must clearly understand the vision of the future development of the company, the direction of the brand development, the marketing strategy of the products, and take into account how different products and different markets derive different forms, and enable the products to extend well through different forms, so as to achieve the purpose of attracting consumers and improving sales force. As mentioned earlier, besides being able to find the right distributors in the exhibition, the media can also be regarded as a good way to inviting business.
