The Key Of Garment Channel Construction: How To Resolve The Contradiction Between Agents

　　 A long time ago, all walks of life put forward " Channel is king The slogan of "winning the battle end" fully reflects the importance of channel construction and service terminals. How to do well in channel planning and control terminal is a difficult problem for garment enterprises. Because industry chain The division of labor between the upper and lower reaches will inevitably lead to many contradictions in the clothing channel. Because of the different scale and mode of operation of enterprises, there are different forms of contradictions. The following three major contradictions are discussed here: the first contradiction: the head office and the company. Agent There are second contradictions: the contradiction between the head office and the terminal and the third major contradictions: the contradiction between the agent and the terminal.

The first contradiction is the contradiction between the head office and the agents. Contradictions are manifested in the following aspects: conflicts of interest, management conflicts, strategic conflicts, product conflicts, capital conflicts and other conflicts. The head office hopes that the agent can become a good obedient child, obedient to management, steady in market operation, and not half hearted. The agent is very rational, choosing a good brand and making more money with the head office as much as possible. The main contradiction between the head office and the agent is how to distribute the profits. Compared with interests, strategic conflict, product conflict and management conflict are not important. How to resolve the contradiction between the head office and the agent?

1, solve the main aspects of contradictions; formulate a reasonable distribution system of interests. Interest is generated by income minus expenses. The head office lists detailed income indicators and expenditure targets, carries out quantitative management, and strictly executes contracts or documents. Revenue mainly refers to vested interests. Agents clearly stipulate in accordance with the contract that they should get a rebate policy, such as setting a fixed range for sales, sales volume, etc., so that they can set up a flexible performance indicator and grade reward. Expenditure refers to the cost expenditure policy, including: a detailed description of the cost of a series of marketing activities, such as the return of shelves, outdoor advertisements, television advertisements, publicity materials, gifts, promotional items, settlement of goods returned for short goods, inventory goods subsidies, spanportation costs and reception costs.

2, solve the minor aspects of contradiction: adopt modern enterprise management mechanism to constantly spanform enterprises. Clear the development vision and development strategy of the enterprise, formulate detailed operation plan and development strategy, inform the agents, collect the feedback information of the agents continuously, communicate with the general agent in time, through meetings, training, documents, contracts, plans, telephone, network and other forms, and carry out the company's policies and ideas to the agents, so as to achieve highly ideological unity and closely linked actions.

The second contradiction is the contradiction between the head office and the terminal. It mainly focuses on three aspects: products, advertising, promotional gifts and programmes. The head office requires the terminal to operate according to the requirements of the company, such as storefront, display of goods, decoration, promotional activities, etc., many terminals are not up to standard. The terminal complains that the product is out of line with the market. It is not fashionable, the style is not good, the quality of the product is too slow, the number of orders is too large every year, there is no effective promotion plan, gifts are not abundant, advertising is not much, investment is much, and brand awareness is not high. How to resolve the contradiction between the head office and the terminal?

1, the head office is constantly completing its own shortcomings, in terms of products: doing more market research, keeping up with fashion, enriching product categories, accelerating production speed and shortening arrival time; in terminal image, it is more practical, improving image, focusing on color and lighting, highlighting brand individuality and image, and creating a sample shop. In terms of management: Publishing terminal management manuals, display manuals, production company publicity newspapers and electronic albums, magazines, manufacturers, more teachers to organize more skills training, and send more market personnel to the store for counseling.

2, the terminal constantly changing its own shortcomings, in accordance with the requirements of the head office, do terminal management, especially store owners and store managers constantly improve their overall quality, work goods management, personnel management, promotion management, brand promotion and other work, put their own problems in time to the representative business reaction, to other advanced people learning and communication, help to solve the problem.

The third contradiction is the contradiction between agents and terminals. It mainly focuses on four aspects: products, advertising, brand promotion and policy support. The agent requires the terminal to operate according to the requirements of the company. The store is changed to a large store, and stores are updated one by one. The image of the newest shop is updated. The annual sales task is increasing. It is not allowed to run into arrears, raise the wages of the staff, and strengthen the management of the store. The terminal complains that the product is not in line with the market, is not in line with the trend of the market, the style is not good, the product quality problem is too slow, the inventory pressure is high, the sales volume is not good, the capital turnover is difficult, the service support is insufficient, the lack of guidance, the lack of promotional activities plan, the gift is not rich, and the advertising is not much. How to resolve the contradiction between agents and terminals?

1, agents do a detailed annual operation plan, so that the terminal will know this year's development strategy, including this year's sales target decomposition, promotion plan, service strategy, order arrangement, incentive measures, training programs and other matters, so that the terminal is very clear about its development direction and targets, and what incentives can be obtained. The agents do a good job of image publicity, organize the terminal to interact and communicate, summarize the good business methods and cases, and publicize them through the form of PPT, film and electronic photographs during the ordering period. Strengthen team building and do terminal maintenance work well.

2, the terminal should do its own diagnosis, do its own development plan, communicate with other stores, analyze the goods, grasp the sales situation of goods, recruit excellent salesman, raise the salary of the salesman, set up some bonus bonus, send more promotional gifts, do a good job of brand promotion, collect more customer information, do customer relationship management, perfect after sale service.