How To Manage Marketing Channels For Small And Medium Garment Enterprises

Shielding marketing channels, strengthening walls and clearing the countryside

After the development of the clothing market in the base area to a certain stage, clothing power, brand power and social influence have been improved. If we want to consolidate the base clothing market, we must adopt the strategy of "shielding marketing channels and keeping the walls clean", because "as long as marketing channels are in place, the positions will be".

The detailed approach is: with local distributors, distributors and core terminal stores (according to the marketing channel of garment industry, they are divided into: smooth and smooth marketing channels, catering marketing channels, business super marketing channels, group buying marketing channels. There are core marketing channel members in these marketing channels, their sales volume and clothing market influence are relatively large) and strategic alliances are established.

The most effective way to establish strategic alliance with members of these marketing channels is to protect the interests of members of marketing channels, which is also a condition for establishing strategic alliance with members of marketing channels.

But with the benefits alone, the strategic alliance still has the risk of being torn, that is, competing products give greater benefits to members of these marketing channels.

In order to effectively control the members of marketing channels, it is necessary to sign contracts and pay a certain amount of margin.

In addition, always pay attention to these core marketing.

The dynamics of members, especially the dynamics of distributors, often disrupt distributors with greater interests and inputs.

If competitors compete directly with distributors in terminal stores, they will have to invest heavily in resources.

Maneuvering mode upgrade

The clothing market is constantly changing and the competition is constantly changing. The manipulation of the clothing market in the base area must adjust the corresponding mode of operation according to the development of the clothing market. If the model is solidified, it will lie on the successful hotbed, and the ultimate result will be abandoned by the clothing market.

Clothing enterprises have adopted a series of clothing marketing strategies: first, integrate customers, shrink the key clothing market within 300 kilometers, and focus on controlling the mature clothing market of the company, and carry out deep distribution.

Second, we should adjust clothing, improve the clothing structure, clarify the positioning of clothing, define the proportion of high-end clothing (profit clothing), intermediate clothing (low profit clothing) and low-grade clothing (no upper weight garment) to 2:3:5, and this ratio will be linked to assessment.

Third, the marketing channel sinks, the key clothing market depth distribution, strengthens the final clothing market pull.

A distributor with a precondition and plan must be directed to distributors through distributors.

Fourth, control expenses, make reasonable budgets in terms of channels, promotions, staff and so on, so as to make the clothing market promotion forceful and lasting.

Fifth, achieve full and interactive communication with dealers at all levels.

For small and medium-sized enterprises, in order to consolidate and develop the local clothing market, first of all, rely on clothing to speak, value for money, good performance price ratio is the basic premise of clothing competitiveness.

In the relatively low cost of sales at the doorway clothing market, small and medium-sized clothing enterprises must stick to the existing clothing market with the quality of clothing, so that they can gradually make efforts to open up other clothing markets.

Speaking of clothes, we must first promote the core competitiveness of clothing, in the process, clothing structure, clothing.

Ideas should be updated and consolidated in a timely manner; secondly, pay attention to online clothing marketing strategies, expand publicity and promotion of service quality, expand new business models, catch the consumption concept of different consumption groups, especially high-end consumer groups; finally, work with distributors to explore new cooperation modes.

For small and medium-sized garment enterprises, once they lose their doorstep clothing market, the days when they are eliminated are not far away.

Therefore, small and medium-sized garment enterprises should remain calm in the competition, and Hold live in the base area.