How To Design Channels For Garment Enterprises

A channel system requires analyzing the needs of consumers, establishing channel goals and limiting factors, and establishing the main channel alternatives and evaluation methods.

First of all, designers of clothing marketing channels must understand the level of service output required by target customers.

Secondly, determine the channel goals and constraints, different types of clothing enterprises will determine their channel targets according to the restrictive conditions.

Finally, determine the channel mode.

(1) direct sales channels.

The direct selling channel of clothing enterprises refers to the direct supply of clothing to consumers or users by producers, and no middleman intervenes.

The form of direct distribution channels is: producers - users.

There are many ways of direct distribution of clothing enterprises in specific ways, but generally speaking, there are ordering distribution, self opening sales and joint distribution.

(2) indirect distribution

。

The indirect distribution channel of clothing enterprises is that producers use intermediaries to supply commodities to consumers or users, and intermediaries intervene in exchange activities.

The typical forms of indirect distribution channels are producers, wholesalers, retailers, and individual consumers.

(3) long and short channels.

The length of distribution channels of clothing enterprises is generally divided according to the number of circulation links, including the following four levels: 1. Zero level channels.

(II) first level channel.

Third, the two level channel, or the manufacturer - agent - retailer - consumer.

Three level channels: manufacturers, agents wholesalers -- retailers -- consumers.

(4) wide channels and narrow channels.

The channel width of garment enterprises depends on the number of intermediate dealers used in each link of the channel.

Clothing enterprises use many similar middlemen, and their clothing is widely distributed in the market. They are called wide channels.

Clothing enterprises use similar middlemen and narrow distribution channels, which are called narrow channels.

(5) single channel and multi-channel.

When

All garments are sold by the retail department directly established by themselves, or all of them are distributed to wholesalers, which is called single channel.

Multiple channels may adopt direct channels in the region and indirect channels in the field.