Channel Management Of Garment Enterprises

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With the change of consumer demand and channel preferences, and the changing channels and channels of clothing channels, as manufacturers, how can we integrate the channel members to achieve the creation of value creation and delivery through the collaboration of manufacturers?

First, according to the changes in the structure of the clothing market, the functions of the channels are enriched, and the channels are finely differentiated, specialized, experienced and service-oriented.

1. pition from a single channel to a subdivision channel.

With the upgrading of traditional clothing consumption behavior and the emergence of new clothing consumption groups, the clothing market has gone from mass clothing market to diversity and personalized clothing market. In the past, single channel has been unable to cover the comprehensive demand of clothing consumer groups.

Manufacturers should take the clothing market as the guide and re subdivide the clothing market according to the changes of clothing market and demand.

Different regions, different types of needs, through different types of channels to cover, do seamless docking.

2. upgrade professional channel management.

With the continuous segmentation of garment market and the development of channel formats, chain stores, specialty stores, specialty stores, online shopping centers and other emerging channels are emerging.

Category stores emphasize precisely targeting the target group and doing a good job of subdividing the clothing market, while online shopping centers emphasize the alliance of new clothing consumer groups and follow up the pace of development of new formats.

The pition from providing products to providing services.

The channel needs not only products, but the overall system service support from brand, strategy and management.

The sale of high-end goods without service has lost competitiveness in the clothing market.

In turn, we should actively take the brand, strategy, management and culture output to the base of the whole channel value chain.

Two, accompany

When subdivision and channels become complicated, garment enterprises should gradually structure their structures and optimize channel management.

1. combing clothing terminal channels, do a good job of differentiation and three-dimensional combination.

First of all, according to the terminal characteristics of clothing, we should do a good job in the rational classification of clothing terminal.

Because of the different functions of clothing terminal and clothing market, the location of different types of clothing terminals is different.

Which clothing channel terminal is popular with young people, which clothing terminal is the place where housewives are gathered, which are the old people love to go to, find out the difference of the clothing terminal channel covering the clothing consumption groups, which are the channel terminal of the image clothing, which are the channel terminal of the running clothing clothing, which are the terminal channels of the competition clothing, which are the terminal channels of the opportunistic clothing, those are the terminal channels of the convenient clothing, and identify the clothing market functions of various clothing terminal.

2., we should strengthen the combination, specialization, synergy and integrated management of channels.

Replace single channel with compound channel.

Single channel has not been able to keep up with the needs of garment market segmentation, and simple channels can easily form the overlapping of garment market.

According to the change of clothing market, clothing and garment enterprises should classify the channels according to the difference of target clothing consumption groups and functions, so as to achieve seamless coverage in the garment market by subdividing and complementing each other.

The channel of lighting industry is a typical compound. Through the eight channels such as franchised stores, group buying, home decoration companies, engineering customers, network, hardware, building materials supermarket and community, the clothing market demand is exhausted, and orderly and intensive coverage is achieved.

Professional management instead of amateur Management: single channel management has not been able to keep pace with the development of channel segmentation, KA stores, networks, group buying, common circulation outlets and constantly emerging segments.

To make the clothing market more complicated, it is difficult for a team to manage individual channels with multiple management channels.