Garment Manufacturers' Channel Change Direction: Vendor Integration

Chinese clothing enterprises

The development of colorful, common forms are manufacturers self built channel direct supply terminal; national distributor agent system; provincial agent system; municipal agent system and so on.

Brand clothing manufacturers do not have their own teams in the early days. They must rely on distributors everywhere, and distributors occupy a province or several cities.

At this stage, we call it the stage of big clothing dealers. With the deepening of the market and the increase of product lines, manufacturers often delimit the area. At this stage, we call it the "small business stage".

The main advantage of the big business stage is that the market cuts fast, and the shortcoming is that the channel development is not thorough enough.

The advantage of the small business stage is that the terminal sinks. The drawback is that the management cost is increased and the efficiency decelerated.

In the face of this situation, is it necessary to invest more in small business models or return to big business models? Many fast moving products and mobile phones are all dying in intensive small business models. This has become the curse of many brands. Why? Because market expansion and terminal settlement beyond management capability are wishful thinking.

Speaking of the market seems simple, but it involves all aspects of the enterprise, such as corporate culture, personnel quality, brand influence, product value innovation, capital strength.

As long as there is one aspect of capacity, there will be a crisis.

With the sinking of channels, channels

The number of shops has increased rapidly, as if sailing on the sea, the wind is high, the waves are fast, and the danger is everywhere.

Can it be difficult to control the difficulty and return to the big business model? No way, a simple return to the distribution mode of big business is a setback to some extent.

Many companies have encountered such worries in the process of expansion of market market, and have carried out channel reform with big business.

The management of their office staff and promoters is assigned to a large dealer, which reduces personnel costs and labor risks. Dealers choose the salesmen assigned by their manufacturers according to their abilities and needs. The clothing manufacturers only leave one salesperson in the original offices, and the provincial managers are equipped with only one business assistant.

Realized the so-called "division of labor, marketing separation".

This seemingly ideal channel moves upward and returns to big businesses.

The way to solve the problem is to understand and operate correctly.

Marketing can be divided into "camp" and "sales" from the big functions.

Division of labor and marketing.

It is to take all the functions of the entire marketing chain of the brand as an example, and then divide the manufacturer into parts.

Manufacturer "camp" and "seller".

"Camp" includes: marketing plan, product line development, brand promotion, competition research, fleeing goods management, etc.

The main tasks of marketing are: channel development, terminal shop development, logistics distribution, etc.

therefore

The correct way to change the channel should be to set up a marketing management platform based on provincial or municipal units according to the scale of the development of the enterprises.

Mainly through the way of consultancy marketing to control the market, the main tasks include: market planning, price management, brand landing, new product promotion, and from the specific business of "marketing".

In addition to doing a good job, the dealers should shoulder the responsibility of landing the brand at the terminal.

In this way, the dialectical unity of "camp" and "sale" is formed.

Manufacturers will not expand without limit and bring unlimited growth in management costs, without losing control of the market.