How To Optimize Cost Through Channels In Clothing Enterprises

It is essential for the development of garment enterprises.

However, many garment enterprises surveyed believe that it is a challenge to control the complicated channel management of Chinese clothing.

Providing seamless and seamless customer experience for multi garment channel customers is a key task for garment enterprises.

The survey shows that public clothing enterprises will use channel revenue of 30% of total revenue to do marketing activities.

Channel clothing marketing is to concentrate on strength in clothing channel construction, through strong cooperation with distributors or directly control the terminal garment market, and quickly form the relative advantage of regional clothing market, opportunistic expansion, and promote products.

Over the past 20 years, clothing companies have spent nearly $200 billion on this clothing marketing campaign.

Clothing companies are used to holding festivals in every summer; clothing companies are used to distributing gifts on every Valentine's day; home appliance clothing companies often produce zero profit promotional products.

These investments are astonishing and have little effect.

A survey conducted by the US DDT showed that 90% of the sales promotions had not been returned, and the sales promotion within the store would be reduced by 2% per year.

In fact, apart from the extensive performance target figures, there is no accurate assessment of the results of channel clothing marketing results.

31% of multinationals have never measured the return on investment in clothing marketing.

18% garment enterprises think there is no result.

"We have tried to improve the profitability of garment enterprises through optimizing personnel in these environments. For example, we try to set up a telephone clothing marketing team within the garment enterprises, and stimulate sales through high commission.

。

The result is very satisfactory.

Illustrate with examples.

For example, a mass consumer food manufacturer has reduced the apparel marketing forecast error by more than 50% by analyzing and improving the clothing marketing situation of the three major brands, and at the same time, it has reduced the inventory by 30%.

How to manage customer experience.

As the saying goes, a mouse droppings broke a pot of soup.

This sentence is very suitable for the current Internet world.

A customer's individual experience is often amplified on the Internet as a group effect.

From the perspective of garment enterprise management, how to ensure the end-to-end customer experience of modern customers has become a new topic.

This is one of the reasons why many garment enterprises regard the management of Internet public opinion as a curse.

How to manage customer experience? Traditional industries are generally classified according to their functions: clothing market department, sales department and service department.

The Department of clothing marketing disseminating information, sales staff selling in the store or clothing channel, after customers buy products, they complain through customer service (hotline).

Today's customers obviously do not think so. When micro-blog's customer base exceeds 200 million, most consumers will vent their dissatisfaction through the Internet once they encounter problems, and the communication effect of the Internet often magnifies customer's dissatisfaction.

Among them, the customer centered operation mode is very important.

Think, now

For the control of the clothing market, we should pay more attention to the five abilities, that is, improve the logistics capability of the garment enterprises, expand the ability of word of mouth, manage the salesmen in a better way, improve the ability to sell and distribute the clothing channels, and analyze the consumption more precisely.