Five Major Drawbacks Of Clothing Sales Channels

Clothing sales channels are just like these, but these are seemingly simple. channel Behind the sale, there are many non-standard phenomena, which make many garment enterprises hesitate and pain in the course of business development. Many growing enterprises are aborted because of channel maladies.

(1) wholesale pain

The wholesale market is the largest hub for the development of the garment industry. The wholesale market represented by Guangzhou white horse, Dongguan Humen, Wuhan, Shenyang, Changshu and Zhejiang has a pivotal position in the Chinese garment industry, and its huge market is very important. Sale The system has promoted. clothing The rapid development of enterprises.

Wholesale has made the profits of enterprises lower and lower, and the low profit makes the development of enterprises lack of stamina. According to Zhi Xun clothing software, the biggest problem facing many wholesale clothing enterprises is the payment of arrears, and a large number of garments are spread to wholesalers by credit sale, causing greater pressure. In turn, these arrears have become bargaining chips for wholesalers and manufacturers, causing manufacturers to be passive, and want to transform into brands, and worry that they will not be able to get the money back.

Although the consumer market is becoming mature, the brand will become the dominant market, but the wholesale process is not impossible to establish brand image. WAL-MART is winning the world's crown by the image of low price. Although the influence of many large wholesale markets in China is gradually weakening, this is a commercial structural adjustment. In developed countries such as the United States, wholesale still occupies a considerable market share.

(two) the pain of transformation from wholesale to brand.

With the awakening of brand awareness, some enterprises that go to wholesale routes are trying to quit the wholesale market in order to seek long-term development, so as to realize the transformation from wholesale to brand management, but the road of transformation is always full of hardship and suffering. Transformation means adjusting the original channel. Smart clothing software summed up the two ways of adjustment: one is to guide the original dealer to change the concept and way of operation to make the brand, and the other is to replace the original customers and re establish channels.

It is very difficult for dealers to change their management concepts. Many customers do not have much time to do the brand, but they go back to the wholesale camp. According to Zhi Xun clothing software, many brands still have this phenomenon. On the one hand, the brand has entered the mall to open stores, on the other hand, it can find products everywhere in the wholesale market, and there is still a cut and run situation in the wholesale market, which affects the overall image building of the brand.

Although there are not a few enterprises that are troubled by transformation, the road of transformation seems to be tortuous and long. It is true that wholesale functions will not disappear, but wholesale business skills and quality are gradually improving. That is to say, wholesalers are faced with more and more competitive pressures. There are many specific business models for the development of distributors, but there are mainly three aspects from the direction of development power: the manufacturers' mode of going up to the factory, and the joint development mode of businessmen and businessmen who earn money through the joint development of their own ability and strength.

Depending on their own development, it is obvious that there are many difficulties. The good scenery is not there. The rest is the combination of two ways of integration, integration and integration, which can grow rapidly and guarantee relative high profits. The result may be the difference between manufacturers coming to integrate channels or businesses themselves to make revolution.

(three) the low quality of some dealers.

Clothing business threshold is very low, as long as there is money on hand, a shop can be opened, so many people who have entrepreneurial ideas and lack of cultural and technical background will choose to run clothes. There are many different kinds of clothing dealers. According to Zhi Xun clothing software, many dealers do not know their inventory all the year round, but some brands are sold at a discount at a discount rate. The brand strategy of enterprises is difficult to carry out effectively through channels.

In the past few years, a brand enterprise has always asked the pop stars to be the image spokesmen. When checking the inventory of agents once, they found that the warehouse of the agent still piled up a large number of publicity brochures and star posters of the year before. The original agents did not distribute these promotional materials to the distributors and distributors below, so many resources were wasted.

In order to develop enterprises, we must carry out all aspects of guidance to agents and distributors, and carry out systematic training. And the dealers in the clothing industry are generally lacking in loyalty. Often you work hard on him, but he can't resist the temptation to go to other brands, leaving the company in pain.

There are no banquets in the world. Do manufacturers who are trapped in the channels have reviewed themselves? Is their channel mode out of date, or is the reason why their own business ideas fail in the face of larger brand investment? What is the reason why they can't afford to say that their quality is low?

Some high-end luxury brands in foreign countries will establish joint ventures or cooperative companies when entering a new market, which is worth learning from.

(four) pain in terminal market

1. the pain of shopping arcade: Nowadays, the expenses and promotions of shopping malls have made many garment enterprises complain incessantly, and they have been shouting no money to make money. There are often many promotional activities in shopping malls, such as discounts, buy gifts and cash return activities, which directly lead to a decline in the profits of the products. And many public relations fees, entry fees, shop fees and so on, and continue to exploit the profits that have not been much.

For enterprises that want to enhance their brand image, shopping malls are the most valuable terminals. However, shopping malls are a platform for sales and display. Many brands are only regarded as tools for increasing their brand value by shopping malls, and few manufacturers think how to graft the value of this platform to their brand image as much as possible.

2. the pain of franchised stores: franchised stores are the main selling terminals of brand clothing enterprises, but the survival ability of clothing stores nowadays is rather worrying. The single brand clothing is less and less competitive in the market competition.

Many franchised stores, which are franchised by distributors, often pursue profits because of their weak brand awareness. They also operate other products of other brands, or do not maintain their brand prices and sell at will. This undoubtedly affects the brand image of the store.

Relying solely on the tube is not enough, we must think about how to use the monopoly store platform, to maximize the protection of the completion of sales tasks. After entering the store, it is not the end, but the beginning. Just like Chen Peisi in the protagonist and supporting role said, "if I don't want to move, I'll grab the lens as well. Therefore, terminal management should be deepened, and the next value that clothing can make use of is entertainment.

3. the pain of direct management and franchising: the co-existence of direct operation and franchise often leads to the growth of various contradictions. In particular, the massive sales promotion of shopping malls is a great blow to franchisees, which is likely to cause many discontent among franchisees and easily lead to turbulence in the whole price system.

Smart clothing software: the management of garment enterprises should concentrate on specific terminals, but it needs to be dispersed among different forms of terminals, from the perspective of brand management, rather than from the specific products to manage the market. Products are carriers of interests, but not tools of management.

(five) the pain of channel merchants' counterfeiting

This kind of thing usually happens on some famous brands, because clothing products are easy to imitate. Some agents are willing to produce counterfeit brand products in order to seek higher interests.

According to smart clothing software, we know that there are a large number of clothing counterfeiters, as well as large wholesalers, acting on behalf of many domestic and foreign brands, they also have their own factories and partners. Because clothing is easy to imitate and difficult to counterfeit, in order to seek profiteering, they tend to follow some of the best selling styles, then change their imitation products to trademarks and packages, counterfeit them into brand products, and then rely on the channel network established by the brand to impart imitation products to all parts of the country.

Another way of making a fake is to own a brand. Like an enterprise, its brand is like a child of its own. As long as it is not blatant, it is not illegal to use the brand name directly. Enterprises can only use limited resources to exclude such behavior, and can not be unlimited to fight fake.