Brand Clothing "Stay Away" Agents (2)

Two, "

"Channel is king and terminal is king" has become the mantra of many marketing experts. Production enterprises have also slowly remembered this classic dogma which implies the future development. A marketing expert said that direct operation is one of the most effective means of mastering channels. In the development process of garment enterprises, there is always a stage suitable for direct operation mode, and "pure direct mode has many advantages."

Mr Hu said.

Clothing manufacturers directly open direct stores can achieve higher profit returns by shortening the chain of agents, reducing agency level, enhancing the final control of sales terminals, and helping to respond quickly to consumers' feedback, and help enterprises control product quality.

For garment manufacturers, how to make profits more substantial and reduce intermediate links is the key.

The establishment of a direct store can shorten the agency links, reduce the agency level, enhance and enhance the control power of the enterprises to the sales terminals, so that they can get more profitable returns. "When there was an agent, a garment could earn only $80 yuan. Now, the profit may be 500-600 yuan, the same is a garment, and the profit difference is so great!" the profit is the most direct benefit of the camp.

In addition, it is not only beneficial for manufacturers to respond to consumers' feedbacks in a timely manner, but also to further improve all aspects of production, including the entire supply chain, and help enterprises to achieve precise control over product quality. "On this level, direct business is conducive to enhancing the brand image of enterprises."

According to Mr. Wu of the industry, production enterprises can form a virtuous circle between high profits and brands through direct operation.

After the operation, the profit is higher than before.

Three, is direct camp a panacea?

The compression of the channel must be accompanied by the widening of management span. As long as the headquarters manages dozens of agents, once the intermediate link is omitted, it becomes necessary to control hundreds of stores. This not only requires the enterprises to have considerable manpower, material and financial resources, but also requires enterprises to have a sound management information system and accurate data analysis and processing capabilities.

Direct investment in large shops, large structure, large number of personnel, organizational management is more difficult, investment risk and inventory risk is relatively large.

In terms of management, manufacturers usually use branch offices and offices to directly manage direct storefront, and in order to ensure smooth logistics and distribution, warehouses are usually set up in various branches and offices to supply goods directly.

In this way, manpower, material resources and financial resources are relatively large, so only the strength type enterprises usually dare to do so.

Four.

At present, most garment enterprises in China use the way of combining direct stores and franchisees to operate terminals. The main reasons are that the two ways have their own advantages and disadvantages and complement each other.

These two modes will also coexist in a certain range for a long time. How to strengthen management and coordinate their relationship among garment enterprises is the most important task in the market work.