How To Create Competitive Advantage For Enterprise Clothing?

China's current

Enterprises are facing the stage of pformation from wholesale to brand.

Why do we need to achieve brand development instead of making big customers and big circulation mode as before?

Since the franchising business was launched in China, McDonald's and Kentucky Fried Chicken entered China to win great success in this way, like Goldlion, fir, YOUNGOR in the early stage of clothing brands.

In the minds of consumers, the brand name was established. Later, the brand launched the franchise mode. The clothing industry was introduced into a new business realm and guided many brand management concepts.

On the other hand, because all walks of life in China vigorously use this model to attract investment and management, it proves the feasibility and effectiveness of this business model in the Chinese market.

However, after all, the practice of franchising and franchising was first implemented in China, and there was not much experience to draw on, and China's economy could not be compared with developed countries such as the United States, so most enterprises were groping for how to operate.

In such a process of pformation from wholesale to brand, a number of enterprises have been successful, and a number of enterprises have failed again. What is the reason?

I want to explain some problems in the development process of some clothing brands from the following aspects: Market Research and positioning, product development and production, investment policy formulation, channel design and control.

Market Research and positioning:

Nowadays, most enterprises are influenced by the planned economy. They advocate high profits. They are not consumer oriented. They think they can sell products as long as they are produced.

A series of problems have emerged.

Without detailed market analysis, how can we compete in the market? What will we win if we enter the competition?

What aspects do we have?

In what ways are they at a disadvantage?

What is the price and quality of competing brands?

How do they operate their marketing channels, with monopoly or circulation?

At present, what is the ranking of products similar to our brand style in the market and why there are such rankings? What are the desirable points of those good brands?

Where are the regional markets and consumer groups that are suitable for our brands? What actions do we need to make based on these markets?

How to make the product suitable for the national market?

However, it is generally blind.

The production does not take into account the acceptability of the market, and what kind of competitive situation it will face after the products produced by the design are put into the market.

When problems arise, it's too late to try to save them.

Therefore, enterprises should fully understand their strengths and weaknesses and differentiate the market. What kind of grades and prices will our products be positioned?

What style do you want?

What kind of quality do you guarantee?

What kind of people and age are they suitable for?

What kind of after-sales service mode should be drawn up?

From the age span, reasonable price and discount rate (suitable for developing shopping malls, the ratio of exclusive stores), rolling development and product diversification can be realized to achieve their competitive advantages and make up for some disadvantages.

Now is an era of integrated marketing, and products are the foundation of the market and the most important link. The product has a selling point, and the selling point is unique.

These are a sharp sword in the market that can help you win in the market.

Product development and production:

Nowadays, many garment enterprises can do well in attracting investment and market development, but the subsequent products can not keep up with them, resulting in the loss of sales volume in the peak sales season, the decrease of the loyalty of distributors in the channel, and the loss of customers. All these are caused by the failure of manufacturers to provide good source of guarantee.

Many clothes

In the course of entering the market, a great deal of marketing power has been put into operation, and an attractive investment policy has been set up to set up a market network. An image store and a monopoly store have been set up all over the country, but it can not realize the product's rolling development. The sales terminal products can't be in a mobile state. Many old customers can only see the original styles, and lose interest for a long time, resulting in the loss of customers.

All these are due to the failure of the product to catch up.

Many enterprises did not fully anticipate how much production efforts needed to match the market before developing the market. They did not prepare for product production beforehand, such as fabric procurement, matching factory production, etc.

Therefore, a brand wants to promote the market well, products are particularly critical.

The formulation of investment policy:

The work before inviting business is to analyze its market target first.

Is it to achieve the long-term goal of franchised stores, standardization, institutionalization, or just to expand product sales in the short term?

Do you want to be a famous brand or a general brand?

Previously engaged in wholesale, now just want to pform from the wholesale brand, how to stabilize the former customer network and sales performance, while also standardizing the market.

Nowadays, most clothing enterprises adopt the two tier distribution system, that is, manufacturers - provincial agents - distributors, and truly realize manufacturers. There are not many brands in the stores. Many brands want to achieve their goals one step at a time. They just want to jump when they learn to walk.

So they cut off all the wholesale links before and went directly to the monopoly, and finally failed because of the fast pace.

The key reason is that the terminal outlets are not enough, the circulation speed and circulation volume is not big enough, and the sales refund is not enough to maintain the whole brand's expenditure (Development Department, marketing department, product cost, logistics, etc.).

Generally speaking, there are two ways to pform brands from wholesale to brand.

1, continue to maintain the previous wholesale channels, but we must plan (a number of customers in a prefecture level city, several cities at the county level, how much money to be collected, how much to get the goods, how to deal with the goods, and the image requirements), so that we can achieve the best price.

Franchisees enjoy different discounts and support (regional franchises, lower discounts and higher exchange rates, development members, unified promotions, promotional items, etc.) and provide direct training and guidance from the head office.

2, continue to maintain the wholesale brand, at the same time develop a brand that specializes in monopolization, use this sales network to carry out investment promotion work, so that it can not only maintain the former profits, but also develop a new brand with a stable group of customers.

Then, how do we formulate the investment policy?

1, investigate the investment policy of other brands on the market, investigate the situation of the stores in various places, give the customers a sufficient profit space, and encourage the customers to enter into the big shopping mall.

2, the provincial agents are low discounted and buy off.

And initially restrict the downward development discount, so that the market can expand the network with the highest profit margins, mobilize the enthusiasm of the terminal, and provide a certain profit margin for entering the shopping mall.

3, take the order system, payment to delivery, minimize the risk of the company's operation.

When ordering, take the company's guided order (regional capacity, order quantity), and through 1, 2, 3 steps to determine the customer's confidence in the order.

4, terminal support: now most manufacturers in the investment policy commitment to the retail terminal support most of which can not be realized, what is the reason?

First, the policy of support from the bottom up will become disjointed to the provincial agents, and the implementation of this link will not go on. This is related to the structure and quality of the customers of the provincial agents.

Second, part of the terminal's business consciousness can not keep up with the bulk goods and no brand operation concept.

Third, the customer network does not form a monopoly structure. When it comes to implementing the support, it needs to invest a lot of manpower and material resources in the market.

Therefore, in order to create a competitive investment policy, we must support the refinement to the terminal, give the terminal support in the real sense, and other brands have not yet done the thing. We should do it first than they do, and set up the brand image in the clothing dealer network, because these people are the objects that many brands want to strive for, and we must form a word of mouth effect between them.

Channel design and control

There are several problems in general channels:

1. the sense of going out is not enough. Agents operate in a model of waiting for a rabbit, and the market development power is weak.

2. although some agents know that the market needs to be developed, they can gain some benefits. But even if they are recruited, they cannot get professional training, fail to effectively improve their business level, and have no support for the offline customers, thus forming their own unique competitive advantage, which makes the progress of the whole market unsatisfactory.

3. the quality of the customers under the agents is not high, and the strength is not large. Most of them are mainly bulk goods. Such customers are now the most troublesome customers of agents. They occupy both the regional market and the sales volume.

4. the agent can not form a leadership situation for its subordinate customers, and lacks overall planning and management for the whole market.

We can not adjust the structure of customers, give full play to the function of exchanging blood, set standards for dealers, and make a decisive change to dealers who are not strong enough in the market. Finally, we must form a stable and stable customer base with a batch of brand management consciousness.

5., the regional division is not clear, there is no implementation of standards and requirements for the offline customers, there is no pressure on the offline customers, resulting in dealers' own situation, fleeing goods and driving up prices.

It is necessary to understand that there will be momentum when there is pressure. We must determine the first volume and the later replenishment standard, so as to give dealers the effect of selling goods to the mountains.

6. the level of management has failed to keep pace with the times. The quality and sense of responsibility of the company staff are not strong enough, and the degree of professionalism is not enough, resulting in internal management confusion.

The distraction of energy has not been focused on the development market.

7., as the current agents focus on the wholesale sector, they neglect the development of proprietary stores.

So there is no external sample window, and the goods returned by subordinate customers will become the inventory of agents directly, causing great pressure to agents.

8. some agents are prone to satisfy psychology and low enthusiasm.

After the completion of the work, I am complacent and have no sense of stocking. I did not expect to return the order to meet the needs of the offline customers, resulting in a decline in the sales volume of the market.

9. because of the increasing brand awareness in the market, many brands take the initiative to develop their customers in the market, and most of the powerful customers will concentrate on running at home when they identify a brand, and the chance to come to the wholesale market will be very small, because people sitting at home will be specially served for them.

Customers who come to the wholesale market tend to be those who carry handbags.

10., for the season, weather is not in place, terminal promotions can not give effective guidelines.

Most of the distributors in the wholesale market are very expensive, they want to bid farewell to the stall operation, and strive to achieve the public operation, without the wholesale stall (save money), do not need to bulk up all day long (save manpower).

11., fleeing goods.

At present, there are two common phenomena of fleeing goods: first, they are not selling well to the best selling areas; the two is that the best selling areas are selling to the new market or starting the market at low prices, which leads to chaos in the new market or the market being started.

12. members of the channel network seem to never be able to feed.

The members of the channel network freely extend their business to the enterprise, and the increasing expenses and requirements will greatly increase the marketing costs and operational risks of the enterprises.

13. the loyalty of channel members declined.

All the members of the enterprises' channel networks are all lost. They will disclose many confidential documents and cause huge economic losses to the enterprises.

14. credit is deteriorating.

This is a prominent problem in the current channel network, which has caused great risks to the operation of the enterprise.

The 15. part is the "profit" of dealers, which does not attach importance to the establishment of long-term strategic partnership.

16. the management and marketing quality of the members of the channel network is generally low and lacks professionalism.

17. channel network members generally lack the awareness of brand integrated marketing planning, do not conduct market research, do not formulate relevant marketing strategies, plans, and so on.

The problem of the 18. big families is becoming more and more serious. Both factories and businesses are worried.

These big dealers, they have occupied too large market areas, at the same time can not be intensive farming, the two tier market will be eaten up by competitors, and more and more backward competitors.

19., the state of the network is diverse, complex and chaotic, resulting in blindness in the implementation of the market plan, promotion, monitoring and feedback. It is difficult to form a real sense of sharing and sharing of interests in the marketing network.

20. the length of channel series is usually three, and some up to four levels, which has seriously affected information flow, logistics and cash flow.

21., the marketing outlets are single, mainly based on shopping centers and franchised stores. The image of the outlets is blurred, and the outlets are disorderly and chaotic.

22. marketing network members are unbalanced, sales push is strong, marketing planning and other systems are seriously inadequate.

23. do not pay attention to the layout of the network, the product coverage rate is high and permeability is seriously insufficient.

24., the network flow is not clear, and the final trend of the product is through any channel to the user.

25., the selection of network members is still rather rough, and there is a lack of corresponding clear and systematic standards. This makes the selection and division of dealers a certain degree of confusion. On the one hand, the randomness and distribution of distributors and representative regions are relatively large, and the distribution is uneven. Some regions can be the whole North China, while others are limited to a prefecture level city. On the other hand, the capital sales volume of dealers is limited, and there is no overall planning and system investment procedures.

26. in the replacement and increase or decrease of network members, there is no arbitrariness because there are no established assessment standards and procedures before.

It can be seen that the overall pattern of the network is somewhat chaotic. There is almost no connection between distributors and distributors in the network staff. The rights and obligations between them are not obvious. The network members are only independent individuals, and have not formed a strong whole with benefits and benefit sharing.

Therefore, the design of sales channels should be designed according to their previous business models and the problems currently facing them.

If you are short of the sales network and pursue a certain speed, it is recommended to start with the provincial agents, attract the other side with lower product discount and unique product style, strictly control the requirements of the provincial agents, and use their sales network to promote their products.

At the same time, the best efforts should be made to cooperate with the provincial agents in recruiting, training and expanding the market, and promote the brand with the fastest speed and maximum strength.

A lot of development strategies should be adapted to local conditions, such as weather, geography, people and coordination. According to the strength of the company, the actual situation of the sales network, the company's actual situation, formulate the most suitable sales strategy for the company at this time.

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It is a complex process, especially for wholesale pformation enterprises that need to be brand monopolized. It is necessary to be cautious when making brand monopolization. Before the pformation, we should make unified arrangements and plans to minimize risks.