Garment Industry Accelerates From "Agent Distribution Chain" To "Channel Operation Network"

The "push" sales mode, which originated from China's clothing industry, has led to the fall of the "agency distribution chain" in China's clothing market. From "industrial cluster" to "origin market", from "distributing market" to "commercial complex", the dissipation of "gold content" in China's garment industry has accounted for more than 50% of all industrial chains. "Low value and multi links" have become the "chicken ribs" of the value of Chinese clothing brands.

Agent distribution chain -- frog in warm water

For a long time, Chinese clothing

In the age of agency distribution, the traditional clothing market mainly shows: Men's clothing market + women's clothing market, clothing market + shoes and hat Market, jewelry market + socks Market.

"Market and format", that is, "1+2+3..."

The simple addition method constitutes the "agent distribution chain" of the clothing market.

As garment enterprises begin to build short process terminals, the clothing market begins to pform into "zero type shops", and clothing stores begin to improve thematic operations, and new changes in emerging business models such as "zero distance spike" have begun to emerge.

The gradual change process of the traditional clothing market sales model makes most agency dealers still "fix" their original micro - temperature channels to enjoy "warm".

In fact, the pformation of garment market has made all "channels" more professional, and "competition" tends to "compete".

The invisible channel of "invisible eyes and invisible hands" will gradually become the mainstream in the form of diversified channels, and traditional agent dealers can not adapt to the rapid environmental changes because of their cultural and customary influence.

For example, Gome, when the Department Store tried to kill Gome, encountered the core competitiveness of the new business model and failed.

And more than 10 years later, the world is better than the blue. The emergence of "Jingdong mall" has led to the beginning of Gome's "repeating the same mistakes". Therefore, Gome has also tried to ban the "Jingdong mall" by "repeating the old tricks", but after all, no one can reverse the wheel of the times.

Gome can only take advantage of the situation and begin to try the "double circuitous" route under "offline and online".

It can be seen that the history of business model innovation is the history of constantly being eliminated and renewed by enterprises and industries.

Businessmen do not like the change of channels, but hate their channels being changed.

First, the agent dealer is the buyer, and then we need to use the way of playing mahjong - constantly adjusting the useless cards in our hands instead of taking the means of "playing chess".

Usually, agents are often faced with terminals. Operators often face channels, agents do business, and operators are markets.

Now consumers are becoming more and more fashionable, entertaining and networked. Taking customers as the center is the future direction of the whole industry.

Based on the need to pform the channel operation strategy, the traditional agency chain provides product oriented supply chain.

In order to make the "agency chain" more suitable for the needs of business pformation, we should change the business mode of agency, procurement, warehousing, trading and distribution in the past, and provide an overall channel operation solution to the end customers in the future.

This means that the "agency chain" will pform into a service oriented enterprise of "channel operation network". On the basis of grasping the needs of customers, we should make use of the traditional channels to innovate the technology and services, and build the network and operation platform. Finally, we can focus our efforts on meeting the needs of customers.

Channel operation network -- spider in Grid

The pformation strategy of "channel operation network" requires that some key nodes in the agent chain can also have the ability to integrate resources.

From the operation process of clothing market, "wholesale, agent, distribution" is closely linked to all links of "business, shops, shopping malls".

Many garment enterprises and agent dealers began to enter the apparel market operation because of their sales and channel foundation, forming a chain pformation of China's apparel market operation, that is, the rental booth - the renting market - the construction market - the operation market.

Become the brand and benchmark of China's garment market channel operator system.

The application of grid (Grid) in the apparel market circulation channel (platform) has been applied to the apparel market channel field (ChannelGrid).

It provides dynamic "channel operation network" service, so as to realize the comprehensive sharing of commodity resources, logistics resources and information resources.

The maturity of the "channel operation network" depends on two aspects: first, relying on its agent distribution channel, and then with the help of the brand market channel, it creates the channel brand that belongs to the agent distribution; two, it relies on the long-term accumulation of agent distribution resources, and creates its own market or company and rises to the channel operation level.

Channel grid, like spider web, establishes different types of channel channels among different markets and businesses, such as group buying, spike killing and snake hunting. The channel operation network changes the form of channels, and the brand value remains unchanged.

For a long time, China's clothing market has been looking for breakthroughs in such aspects as flat channel and channel migration. Practice has proved that information is the only correct choice to achieve this, and the Internet is the best carrier of information.

The advent of the Internet age also means that the short process era of "channel operation network" is coming.

YOUNGOR bought 1 billion 700 million yuan to sell terminal stores, valued clothing brands and channels; seven wolves did not want to become one of the largest garment manufacturers, but to create "men's living hall"; Guangzhou white horse should be a clothing brand operator; Beijing Tianya should be a garment market operator.

The formation of the "channel operation network" model indicates from another aspect that from "agent distribution chain" to "channel operation network" will become the choice of an era.

In the era of "channel operation network",

In Xunzi King's system, he said, "act without strain."

The biggest feature of reverse resource integration is to go along with the trend. It is to reverse matching resources from the demand of terminal, through the concept of "adaptation" to the needs of consumers, to form a market-oriented "light market and short process" channel, reduce the dissipation of circulation links and promote the development of high-end platform construction and electronic channel industry, so as to comprehensively enhance the brand value of Chinese clothing in the market channel.

Especially in e-commerce, modern logistics and other fields, "breakthrough on the road, overtaking the curve".

That is to say, starting from the network, creativity, entertainment and experience, finding the "new blue ocean" of "agent distribution chain" will surely bring new space for the "channel operation network".