How To Choose Clothing Marketing Channel

Marketing channel is a direct or indirect way to pfer ownership when the product is pferred from the producer to the last consumer or the final industry user.

Traditional marketing channels and industrial supply chain structure are similar to those of Pyramid.

Marketing channels include all the enterprises and individuals in the process of production and marketing, such as resource providers, product manufacturers, middle traders (agents wholesalers), commercial assistants (such as logistics and pportation enterprises, public relations media and advertising, real estate warehouse holders, financial insurance providers, market research institutes, etc.) and the last product circulation link that is not shown in the picture - consumers or users.

As a commodity oriented to cross regional operation, garment enterprises' effective management of marketing channels has become one of the core competitiveness of garment enterprises.

To sum up, the main terminal components of clothing marketing channels can be divided into: 1, sub branches or agents; 2, franchised stores or franchisees; 3, the counter area of shopping malls.

The three types of marketing organizations have different emphasis on their roles and functions. The branches or agents play the role of regional logistics centers, promotion centers and management centers. Franchised stores or franchisees play the role of directly facing consumers, maintaining brand image and purchasing consumers, and the marketing methods of shopping malls are more embodied in enhancing brand awareness, expanding brand influence and giving psychological hints when customers consume two times.

With the change of the economic environment and the turn of the consumer market, the three types of marketing organizations have also given new meanings in the course of their operation.

Branch marketing offices of branch offices or representative offices have existed for a long time as the main body of garment marketing channels.

The operation mode of the apparel industry under the branch system is actually a one-stop operation driven by supply and marketing, which is very easy to cause the false appearance of sales. In fact, it only carries on the pfer of product inventory, and does not form effective sales. While expanding the market, it also causes the business difficulties such as overstaffing, floating staff and increasing management difficulty.

In 1996, the commercial company of Shanshan Group has developed to 21, covering all parts of the country except Tibet, with 120 stores and 600 exclusive offices.

At this time, Shan Shan suits.

Occupancy has been 25% of the same commodity, leading second times to nearly 20 percentage points.

In 1997, sales of fir reached 2 billion 190 million yuan. During this period, the annual growth rate of fir was at least 20 stores.

However, the market has changed overnight.

In the oversupply of buyer's market, consumers can't like a product one hundred percent, some accept some not accept it.

The marketing system formed under the background of planned economy has brought thousands of sales outlets to Shanshan, and has generated thousands of warehouses.

In this mode of operation, simply expanding the scale of clothing enterprises and blindly pursuing sales volume will increase the inventory day by day, which will inevitably lead to a vicious cycle of rising cost and decreasing profits.

At the beginning of 1999, Ningbo Shanshan Group decided to make a thorough reform of the sales system, cutting off the sales department as a whole and implementing the marketing mode of franchising in an all-round way.

Break the original branch system and sell the branch's sales market to agents.

We can not judge whether this method applies to other markets with regional differences.

But there is a clear vein: Shanshan, by cutting down its dominant branches, tries to tie the brand of Shanshan with franchisees everywhere, and "pressure" the franchisees through market operation.

Obviously, this is one of the strategies of Shanshan Group. After the implementation of franchising, the management cost and service cost of the head office have been greatly reduced, and the efficiency has been improved.

Operating costs are also greatly reduced, and sales are no longer at the cost of inventory.

Although this kind of self marketing company's "one size fits all" courage is very admirable, but for the sale of the company,

And enterprises with weaker strength should follow the orderly and gradual way to carry out channel pformation, so as to avoid the breakdown of personnel and the unnecessary cost of resources in the restructuring of enterprises.

Franchised stores (chains) are becoming more and more popular among many fashion brands because they are free from the geographical restrictions of product competition, easy access to terminal passages, and the advantages of integration and improvement through the same industry or different industries.

The definition and operation method is that the enterprise and the franchisee conclude a contract. The enterprise stores its own shop number, trademark and other information and KNOW-HOW which are enough to symbolize the business to the franchisee, so that they can sell the commodities of the company under the same brand image; and when the franchisee obtains the rights mentioned above, the corresponding brand guarantee enterprises must give the credit guarantee funds to the brand holders.

Franchisees operate under the guidance and support of enterprises, resulting in a survival relationship between the two parties.

It is this kind of flourishing terminal marketing mode that has made a great change in the original clothing industry, and has derived the way of "virtual management".

Virtual operation originates from the concept of "virtual enterprise".

After Kenneth Price and other American scholars put forward the concept of "virtual enterprise" in 1991, a wave of virtualization swept across the international business community.

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According to a more general definition: virtual enterprises are to quickly respond to a market opportunity. Through the management information system network, the different enterprises involved in the product are temporarily organized into a cooperative alliance without walls, spanning space constraints, relying on computer network links and unified command. The consortium is dispersed with the survival of market opportunities.

"Virtual enterprise" is considered to be the form of enterprise organization in twenty-first Century.

The main structure of "virtual enterprise" is shown in Figure 2.

Similarly, at present, some large garment brand enterprises in China are beginning to set foot in this new business mode. The more prominent case is the famous Metersbonwe group in Wenzhou.

Metersbonwe takes the lead in adopting the "virtual management" mode in the domestic garment industry and takes the development road of brand chain operation.

In May 1995, the company opened the first store of "Muse and bang Wei", the total sales volume of the system was 5 million yuan, sales volume was 250 million yuan in 1999, sales volume was 510 million yuan in 2000, sales volume was 870 million yuan in 2001, and 1 billion 500 million yuan in 2002.

It is estimated that total system sales will exceed 2 billion yuan in 2003.

Through the control of sales cost, not only reduce the cost input, but also achieve the purpose of improving the profit margin of products.

Metersbonwe has established a long-term cooperative relationship with more than 80 production enterprises in Guangdong and Jiangsu. If these manufacturers with about 10000000 annual output of casual wear are invested by Metersbonwe, they will spend 200 million to 300 million yuan of funds.

Therefore, in order to reduce investment, Metersbonwe no longer invested in production equipment, and adopted the fixed production strategy, making use of external force to make up for the insufficiency of its own production capacity.

It is a regular marketing mode that has lasted for several decades to sell products in the shopping area or counter.

In recent years, the "hypermarket marketing" often commented on the domestic market can be basically divided into two forms: one is the department store which has open operation, the independent establishment of venues and independent sales, and the centralized management of the funds by all the parties; the other is that the site owners only provide the right to use the site, carry out simple property management, the product seller is responsible for the sales and brand image maintenance, and directly set up a store in the field. The Feng Lian Plaza in Beijing and the boutique clothing street at the bottom of many five star hotels are all adopted in this form.

However, because of the well-known reasons, the sales of shopping malls have not brought satisfactory returns to the enterprises or operators, and have been restricted by the management of the shopping malls.

Therefore, the marketing of brands in large stores is mostly based on the idea of capital preservation, and most of them are aimed at enhancing brand awareness and expanding brand influence.

Through the characteristics of dense crowd shops and advantageous geographical location, the brand reputation expands rapidly in the consumer group, and also meets the requirements of the local franchisee in the market support. It affects and encourages consumers to make emotional purchases in the franchise stores.

Since entering the new century, we can see from the pformation of the marketing channel of garment industry: due to the development of market economy, the change of sales environment and the increase of purchasing consciousness of consumer groups, the sales terminals of middlemen (agents), terminal retailers and commercial assistants have been greatly changed, and the clothing enterprises have changed or integrated their original marketing channels from bottom to top.

Enterprises as the main body of integration, in order to achieve better integration effect, gradually change their original unilateral thinking mode, and consider the optimization of resources, the coordination of sales echelons, improve marketing policies, pay attention to the feedback from retail terminals, and so on, and formulate effective and effective marketing methods.

According to the marketing practice of famous enterprises at home and abroad, the new changes in the market environment, and the pformation of many terminal marketing channels, the clothing enterprises have chosen a new marketing channel structure that is born out of the traditional pyramid pyramid, using the original resources to match the latest marketing concept, and combining the achievements of technological development, which is suitable for the new marketing channel mode in the market environment.

First of all, it is a marketing structure with flat supply system.

Through the flat supply system, we can streamline the sales process, reduce the cost of sales, improve the profit margins of enterprises, and reduce the loss of profits in the supply chain.

Flat is not simply to reduce which process link, but to optimize the original supply chain system, except that the supply chain system can not add value links, so that the supply chain will change to the value chain.

Fully integrate marketing, logistics, information, customer service and ancillary business.

With efficient network channels, product sales, logistics control, information communication, customer management and feedback, and auxiliary business synergy are organically combined; traditional marketing mode is pformed into network marketing mode, and simple and efficient passageways are used to solve the inefficient operation caused by various channels in the operation of traditional channels, in order to improve the profit margin of products by using the shortest supply chain, the fastest reaction chain and the lowest cost.

For example, Metersbonwe group, its terminal sales network in addition to 20% are direct stores, the rest are franchise chain stores.

Therefore, we should minimize the nodes in the vertical marketing system, reduce the links of product circulation, and improve the speed of products and all kinds of information dissemination.

Secondly, take the terminal market as the center to change the original marketing channel management.

In the past, garment enterprises usually started from their own when deciding their channel mode, and seldom considered the downstream distributors and retailers. Therefore, the channel could not produce synergy in the overall operation.

In order to meet the needs of the new market situation, enterprises begin to operate with the terminal market construction as the center.

On the one hand, through the service and monitoring of agents, distributors, retailers and other sales links, enterprises can reach the retail terminal in time, accurately and quickly, so that the products can quickly occupy the market. On the other hand, through the marketing methods of the terminal market facing the consumer groups, we can improve the brand image, stimulate the desire of consumers to buy, and quickly collect liquidity.

Nike, the world's largest sports shoe enterprise, does not have its own factories and produces all the outsourcing. Sales terminals are made up of franchised stores (franchisees), and all marketing measures and product designs are closely centered on sales terminals.

And each store will be set up as a marketing center integrating product sales, information collection, customer service, marketing and other functions.

Finally, a strong management system should be established through partnership.

In traditional marketing channels, different members between upstream and downstream are usually embodied in pactional relationship. All members in the channel are independent bodies. Besides simple constraints, they can not effectively monitor members, resulting in short-sighted management, vicious competition and lack of commercial integrity.

Therefore, the relationship between members of this traditional channel is facing severe challenges.

The relationship marketing channel is a new marketing mode adapted to the changing situation.

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In the marketing process, Chinese fir group was established after 1999.

Partnership, the use of partners' capital and geographical advantages to develop the sales network, simplifies the industrial chain, reduces inventory, increases cash flow and greatly reduces market risk.

The administrative subordinate management relationship between the original supply chain can be pformed into partnership, customer relationship, economic relationship and business relationship.

The brand of "Shan Shan" is used as the link between enterprises and partners.

By the beginning of 2003, the Shanshan Group had 75 affiliate companies, and it had radiated 32 provinces and more than 200 prefecture level cities in the whole country, and established more than 3000 franchised stores (offices) franchise system. The total assets reached 2 billion yuan, with annual sales exceeding 4 billion, an increase of 20% over the previous year.

The partnership member relationship regards the original supply and sales system as a common development business partner, regards the symbiosis and win-win as the core, regards the members of different business channels as professional functional partners, and develops under the guidance of a unified business philosophy.

Its value lies in the synergy of the business strategy process, the diversity of information communication, and the mutual benefit of marketing activities.

The foundation of the relationship marketing channel is that the two sides have mutual interests, mutual interests, and common interests.

Reduce friction among members, share and share risks and interests brought about by commercial operation, so as to make the whole marketing system more efficient.