Quanzhou Children's Wear Goes To Channel &Nbsp; Can Domestic Terminal Be Arranged?

Recently, many children's clothing enterprises Order goods The curtain will be put on the curtain. Holding the terminal to expand the flag is still the common theme of this year's children's clothing ordering conference.

But what is the reason for the single child fighting company to pick up the banner of direct operation instead of selecting the joint area, and whether it can skillfully borrow the hands of others to layout the domestic terminal? Is joint venture an expedient measure for these companies to move directly to the battalion, or will they become their ultimate? Choice ? The industry has different views on this issue.

Direct battalion is a trend but a stumbling block.

On one occasion, when communicating with a chief executive of a brand factory, he raised a problem that troubled me for a long time: same period, same business district, same area, same area, same goods structure, why there was a huge difference in the management performance between the direct stores and the franchisees opened by the brand manufacturers: why is it difficult for the manufacturers of the brand manufacturers to open up a difficult situation? Why can franchisees take a firm foothold and grow rapidly? This boss can not help but sigh: the same store, why store efficiency gap is so big?

The dilemma faced by the boss has led many people to think about the difference management mechanism between Direct stores and franchisees.

"Because of this, children's clothing enterprises have to start trying to take a step back and seek the next step -- joint local agents to develop regional markets or franchisees to set up joint stores. The purpose of this joint regional agency is, of course, to fully integrate resources: store resources, business experience and human relations public relations resources of franchisees, brand management and store management resources of brand manufacturers. This complementary mode of joint operation can serve as a transition and experience in trying to set up a direct battalion. accumulation " Bi Xiaojun, chief consultant of Xiamen Tong Hang consulting and planning agency, told reporters.

"Besides, how many brands can a direct camp do? One is that after the listing of adult sports brands has huge financial backing, under normal circumstances, direct businesses have put forward higher requirements for enterprises in terms of capital, products and other hard conditions, and a series of comprehensive factors such as human resources, terminal teams, customer service supervision and so on are also indispensable. Children's wear industry is at a low starting point, and there is no way to provide adequate follow-up guarantee for the direct market. This is an indisputable fact, especially funds, which is the insurmountable cost gap for the vast majority of children's clothing enterprises. Fujian Jinjiang Wan Tai Sheng shoes and Clothing Co., Ltd. marketing vice president Chen Binggao said.

After all, although direct operation is relatively low in operation risk, many unexpected factors in the early stage of investment and operation affect the progress of the direct market. Compared with joint venture, the risk of operation may be relatively high in the later stage. But the head office is bound with customers to move forward, and it is imported into the regional model market, and the agents who know the local market and have the resources of local people are sure to win a lot of chances. Otherwise, brand direct operation is likely to be stumbling and bumpy.

Joint venture or current ideal mode

"But this channel is too messy. The flow of goods is chaotic, disorderly and interlaced, which affects the effective control of the distribution system by the manufacturers. Moreover, the loyalty of the agents in the distribution channel needs to be considered. As a result, some manufacturers built their own channels, branches, stores, and direct suppliers, but fell into the trap of endless management and soaring costs. Zhang Zhifeng, general manager of fashionable Baba beans, sighed.

Manufacturers are self built channels, or rely on Distribution What about the channels of business? Many manufacturers tried and tried to go back and found that the two methods had their own advantages, each had their own troubles. In the end, they did not know what to do, and they never grasped the degree of intensive farming in the regional market. Which way is more suitable? This has not only become the eternal pain of manufacturers, but also has always been a research topic in the industry.

"Joint venture" is a compromise business mode produced under this helpless pattern. This kind of joint venture is the combination of manufacturers and distributors to each side's superior resources, and jointly set up a relatively independent sales organization in the dealer area to work together with the regional market. It refers to a sales Union which is closely linked with the manufacturers, distributors and distributors who are built up with products or brands as the leader, assets as the link, distribution interests as the guidance, service as backing and organizational guarantee as the support. " Bi Xiaojun explained.

However, the industry believes that joint venture is only the ideal mode at present. Chen Binggao thought, "there is a piece of land that compares the land to a market. What you want to grow is what you want to grow. Otherwise, you can plant all kinds of brand agents, or plant them for others. I do not agree with the joint venture. If I have the ability to go straight to the camp, I will not be able to act as an agent without funds.

However, Dai Xinmin, director of Mitch marketing director, said that joint venture would be a suitable ideal mode at present. Of course, different markets have different rules, that is, according to the actual situation of the locals, we should analyze the problems concretely, control and control financial risks and business risks. With the help of wealth accumulated by local agents for many years, it is not true that brand manufacturers or professional managers can accumulate and leap quickly in the short term. By contrast, regional agents can help local franchisees. easily It is easier to stand on the feet and cross the opening period and get on the right track. (