Marketing Channel Design Of Garment Enterprises

Clothing enterprises

It refers to the process of evaluating and selecting various alternative channel structures for the purpose of achieving distribution goals, so as to develop new marketing channels or improve existing marketing channels.

It should be noted that the design of generalized marketing channels includes designing new channels and changing or redesigning existing channels when the company is founded.

For the latter, now also known as marketing channel reengineering, is a more frequent thing for marketers to do, compared with the design of new marketing channels from the beginning of the situation is much less.

In addition to manufacturers, manufacturers, wholesalers (consumer categories and industrial categories) and retailers are also faced with channel design issues.

For retailers, channel design starts from the opposite side of manufacturer and manufacturer.

In order to get a reliable supply of clothing, retailers should look at the end of the channel to the upstream of the channel instead of looking at the downstream of the channel (for producers and manufacturers).

Wholesalers are in the middle of the channel. The decision of channel design needs to start in two directions. We should consider both upstream and downstream.

The marketing channel is designed for commodity factors.

The magnitude of value.

Generally speaking, the smaller the value of a commodity is, the longer the marketing channel will be and the longer the route will be.

On the contrary, the higher the unit price, the shorter the route and the less the channel.

Volume and weight.

Oversized or oversized goods should be selected directly or in the middle.

Indirect channels with less business.

Fashion.

For commodities with fast changing styles and styles, direct marketing channels should be used to avoid unnecessary losses.

Technical and after-sales service.

With highly technical or regular services and maintenance, marketing channels should be short.

The number of garments.

Large quantities of clothing are often sold through middlemen to expand sales.

The life cycle of garment market.

Clothing at different stages of the market life cycle, the choice of marketing channels is different, for example, in the declining period of clothing, we need to compress marketing channels.

New clothes.

In order to put the new clothing into the market and occupy the market quickly, the production enterprises should organize the sales force to sell or utilize the original marketing route directly to the consumers.

Market factors.

The situation of potential customers.

If the potential customers are widely distributed and the market scope is large, they must use long channels and sell widely.

Regional market.

In the regions where the international market is concentrated, the structure of marketing channels can be shorter. In general, the traditional marketing routes are sold through wholesale and retailers.

Consumer buying habits.

Customers' purchase habits, such as the most acceptable prices, the preferences of the place of purchase, and the demand for services, directly affect the distribution route.

The seasonal nature of commodities.

The seasonal distribution of commodities should take a longer distribution route. If we want to give full play to the role of wholesalers, the channels will be long.

Competitive commodities.

Similar products should generally adopt the same distribution route, which is easier to occupy the market.

Sales volume.

If a large sales volume can be supplied directly, the marketing channel will be short; if the sales volume is low, it will be sold several times, and the channel will be longer.

When studying market factors, we should also pay attention to the use of commodities, the location of commodities, and the choice.

Structure is important.