Group Buying Is The Hidden Channel Of Clothing Industry.

Group buying, as a low cost operation mode, has attracted the attention and favor of various manufacturers.

But in

There are certain problems in development and management.

The group buying department is responsible for the management of several large customers. Most of the large customers are scattered and have no organized echelon mode. This is a portrayal of the group buying department of most garment enterprises.

So how can we develop group buying customers more effectively?

Because big clients are scarce resources and face many competitors, it is difficult to break through single soldier operations. The unorganized temporary combination of tour forces may not be effective. We need to strategically push forward and improve from three key points:

1, customer development is progressing step by step.

The whole group buying process is divided into several levels according to the complexity level (hereinafter referred to as echelon), and different levels of industry. Now we take the clothing industry as an example to describe the tasks at all levels.

The first tier belongs to the information collection echelon. Their main task is to collect information from large customers and grasp their demand dynamics. Once the customer information collection is completed, the first tier will temporarily withdraw, and the second tier will begin to connect.

The second tier is the project planning specialist. The task is to further understand customer needs, explore customer psychology and demonstrate the image of garment enterprises.

The management cost is considered relatively simple in the apparel group buying process. The project planning profession also carries on the customer value appraisal work, comprehensively evaluates the customer's value for the clothing enterprise according to the customer resources, divides it into three grades of A, B and C, and determines the different operation modes at different grades.

2, customer management cross jurisdiction mode.

Most enterprise group buying departments are usually one person responsible for "one pole" in the end, and the rights are unrestricted.

It causes customers to rely on individuals and even produces feelings. Once the individual moves, it will eventually affect the profits of garment enterprises.

In the management process, the new group purchase implements the cross jurisdiction mode, that is, the management of customers should also be carried out in stages.

After the initial development of the information gathering personnel, the work of the echelon personnel has not ended. The next time, the customer's dynamic demand information feedback work is still going on. If the customer has the demand information, but the clothing enterprise does not grasp it, it belongs to the information gathering echelon personnel's work mistake; in turn, the echelon personnel in the customer management still carries on according to the subsection, each echelon is responsible for the echelon's responsibility.

The only advantage of the traditional group buying customer management mode is that the work efficiency is relatively high, avoiding the repeated pmission of information from staff to and from each other.

For small businesses, it can be a temporary strategy in the early stage.

3. Establish dynamic databases.

Finally, to support the whole customer development and management process, it is necessary to set up a customer database. This customer database does not provide simple information for customers, nor is it static and static. It must be updated dynamically at any time according to the situation of every contact, communication and paction between garment enterprises and customers.

Otherwise, establishing a customer database is equivalent to doing useless work.

More and more clothing enterprises choose institutions.

As the main promotion target, we should divide the channel, cultivate the market and establish brand influence in the professional field through the form of "League sales".

With the increasing competition of terminal and the rising cost of channels, the development of "group marketing" project will be another well worth digging, which can greatly reduce the cost of channel development.