Steps Of Garment Enterprises To Design Marketing Channels

Step one: Review

Channel status quo.

Through the analysis of the past and present sales channels of the garment enterprises, we know the steps of the garment enterprises' previous entry into the human market; the logical connection between the various steps and the logistics and sales functions; the functional division of labor between the garment enterprises and the external organizations; the economy of the existing channel systems (costs, discounts, returns, marginal profits).

The second step is to understand the current channel system.

That is to know the influence of external environment on garment enterprises' channel decision.

Environmental factors such as macroeconomic, technological environment and consumer behavior have an important impact on the structure of distribution channels.

Channel design and improvement always face complex and changing environmental challenges.

Channel designers need to carefully analyze the following factors.

Industry concentration degree; macroeconomic index; current and future technology status; economic management system; market entry barriers; competitor behavior; end-user status (loyalty, geographical distribution, etc.); product life cycle stage; market density and market rank.

The above factors affect the development prospects of the industry, and further affect the channel design direction that is suitable for them.

Generally speaking, the more complex and unstable the channel environment is, the more objective it is to control the channel members effectively. At the same time, the channel is more flexible to adapt to the rapidly changing market.

This high elasticity and high control are contradictory.

The designer must consider different alternative channels according to the analysis of the environmental factors and the development of the industry.

In terms of product market life cycle, the best channel design should be changed over time.

In the introduction period, the best channel is the channel that can increase the actual value; in the growth period, the distribution channel should be able to digest the sharp increase in sales, and do not need to provide certain services that need to be introduced; in the mature stage, because the focus of the final user's attention is low price, channel design does not need to emphasize the increase of service value: in the recession, increasing direct mail order and other channels may even reduce the value of the whole channel.

The third step: collecting channel information.

For clothing companies and competitors

Links, important groups and channels related personnel were investigated and analyzed to obtain first-hand information on current channel operation, existing problems and improvement suggestions.

The fourth step is to analyze competitors' channels.

This paper analyzes how the main competitors maintain their status, how to use marketing strategies to stimulate demand, and how to use marketing means to support channel members.

These data are listed in detail so as to understand the major competitive threats and the general strategies that should be directly challenged by competitors.

Generally, the channel to avoid competitors is easier to succeed, but there are also precedents for the successful use of competitors' channels.

Formulating short-term channel countermeasures, at this stage, the designer should grasp the opportunity that the channel strategy may make some adjustment according to the preceding investigation and analysis results, and carry out short-term "quick response" type withering.

The fifth step: evaluate the recent opportunities of the channel.

Based on the information obtained from the first - 4 step, we will further analyze the opportunities brought about by environmental changes, especially competitors' channel strategies.

If there are obvious mistakes in implementing the channel strategy of garment enterprises or obvious weaknesses in competition channels, we should take decisive measures to avoid missing opportunities.

The sixth step is to formulate a recent attack plan.

This is a plan focusing on short-term strategy, namely, the rapid response plan.

Such a plan is usually a timely and partial adjustment of the original channel strategy.

Its comprehensive adjustment will not be completed until the end of the process.

In order to optimize the design of the channel system, designers are required to "forget" the existing distribution system and discard the inertia thinking.

。