How Can Garment Manufacturers Find Their Own Advantages?

CBCT experience 1: build channels through channels.

At the beginning of the domestic sale, what the enterprises lack most is the understanding of the operation mode of the domestic market. Therefore, we should be good at borrowing channels from agents and building channels through the power of agents.

Of course, the agents here refer to the mature agents with strong capabilities in the regional market. They not only have a relatively perfect sales network, but also have rich operation experience, perfect sales management team, and a comprehensive understanding of the industry and products.

Enterprises and their joint establishment of relatively independent sales institutions in the region, and jointly operate the regional market.

Not only can we quickly expand channels, but also more importantly, we can quickly accumulate experience in channel building, and even train ourselves.

CBCT experience two: borrow a ship to go to sea.

Expand the domestic market, in addition to borrowing channels of agents, binding with other brands, complementary advantages, "ship to sea" is also a good choice.

A large number of domestic enterprises or brands have solid brand foundation and complete channel resources, but there are deficiencies and deficiencies in technology and products, especially in capital, which become a bottleneck for their further development.

These are the advantages of export oriented enterprises.

Finding the right opportunity and making overnight success is definitely not a myth.

CBCT, a marketing expert of the future marketing consultancy group, puts forward that borrowing the ship to sea involves three aspects:

1) acquisition and merger are for our own use.

Most of the domestic enterprises or brands, after experiencing the baptism of financial crisis and the brutal market competition, have sought to survive and develop, which has become an imminent problem for them.

For the brand with relatively stable channel and better performance, acquisition or merger is an excellent way for OEM enterprises to expand domestic channels.

Powerful enterprises, acquiring foreign brands, is also a good choice. They can use their brand advantages to achieve rapid investment, and they can directly occupy their original channels and attack in the opposite direction.

2) cooperate with domestic brands and complement each other.

We should give full play to the capital, technology and product advantages of export oriented enterprises, and use the brand and channel resources of domestic enterprises to penetrate into the channel network of domestic enterprises.

3) cooperate with imported brands to break through.

Through cooperation with imported brands (strategic alliances, agents, etc.), the market influence of independent brands can be rapidly promoted by using its brand advantage, and then the domestic market can be expanded through comprehensive investment. Meanwhile, with the help of imported brands, foreign market channels can be broken through.

Example: JOYOU group in bathroom industry has been formally pformed in 08 years.

During this period, through strategic cooperation with Grohe, Germany's high-end bathroom brand, it fully authorized Grohe's domestic business, and managed Grohe's original sales channels, greatly improving the brand's quality and influence. At the same time, Grohe's brand and product promotion were carried out directly through Grohe's more than 100 sales outlets in Europe, and achieved the goal of both internal and external repair.

CBCT experience three: take advantage of the situation.

The competition in the domestic market is not only reflected in the brand competition in the industry, but also in the competition of the related platform.

At present, large stores, supermarkets and specialized markets are gradually maturing, such as Gome and Suning in the household appliance industry.

In the building materials industry, red star, Mei Kai Long, incredibly home, B&Q, Eurasia...

Large businesses such as Hualian, Carrefour, new world, China 100 and so on.

These are relatively strong national stores, not only complete network, sales and management mode specification, and market influence can not be underestimated.

Enterprises and their establishment of cooperative relations, take advantage of the situation, can achieve multiple channels, sales, brand upgrading.

CBCT experience four: self reliance.

That is, the establishment of traditional channel mode, and self expanding and developing distribution channels.

Enterprises develop distributors, distributors or set up direct stores through the marketing development and investment promotion mode of the sales team, and develop their own domestic networks.

At the beginning of the domestic sale, due to the lack of enterprise experience and the high cost of direct operation, it is not recommended that enterprises should set up direct stores on a large scale.

For export to domestic enterprises, Direct stores are suitable for the use of the model market or the key markets with absolute advantages. On the one hand, enterprises can strengthen control over key markets, and on the one hand, they can quickly accumulate experience and cultivate their own sales team.

Investment, the establishment of the model market, for export oriented enterprises may have greater difficulty, but for professional consulting companies, familiar with the road.

Therefore, when establishing sales channels, enterprises should cooperate with professional consulting companies to save energy and effort, and achieve twice the result with half the effort.

CBCT experience five: network channels, take the initiative.

Network marketing, website cooperation and e-commerce are the most effective channel resources that our enterprises can make use of.

Less investment, quick results and easy operation.

It is not only a fast way to brand communication, but also an inevitable way for enterprises to develop channels and marketing.

At present, the number of Internet users in China has reached 420 million, and the habit of Internet consumption has gradually formed.

In 2009, e-commerce sales in China were 238 billion 800 million, and 576 billion in 2011.

There is no reason why we should turn a blind eye to the huge consumption groups and market potential.

There are many ways to build the network channel, such as the website of the enterprise itself, the electronic mall, the professional e-commerce website: Taobao, Dangdang, pat net, and Alibaba, Baidu, professional website, enterprise (product) network video pmission and so on.

The foundry enterprise has a rich network operation basis, to pform it, expand it, and use the network channel.

Especially for small and medium enterprises, the use of professional e-commerce websites is more effective.

Special reminder: Although the five major channels of the channel are effective, it is best for them to be suitable for themselves. Blind use without analysis and selection is likely to be fruitless.

Different industries and enterprises can move randomly. Many kinds of moves are combined. Walking with multiple legs is the way. For small and medium-sized enterprises, they can choose to do what they can and do their best to have more chances to succeed.

The channel is part of the brand operation system engineering, so it must be combined with brand strategy, brand positioning, price system, sales policy and so on, so as to achieve real success.