Factor Analysis Of Marketing Channel Decision Of Garment Enterprises

The nature of clothing. The nature of clothing includes many aspects, such as clothing Life cycle, perishability, seasonality, popularity, volume, weight, price, additional services, frequency of purchase and so on. Generally speaking, the intensive distribution of convenience goods is related to long channels, while the selective distribution of special products in specific areas determines the channel is relatively short.

Consumer characteristics. Channel design is also influenced by consumers' characteristics to a large extent. The characteristics of consumers are varied, such as the number of consumers, distribution, purchase psychology, cultural characteristics, attitude and so on. When clothing enterprises enter a large market or a widely distributed market, they usually choose long channels to meet their needs at any time, otherwise they can take shorter channels.

The situation of garment enterprises. It depends mainly on the desire and ability of garment enterprises to control channels. The scale, capability and reputation of garment enterprises directly affect the choice of channels, because it involves whether clothing enterprises can control sales channels and whether middlemen are willing to cooperate with garment enterprises. If the company's financial standing is good and its marketing management ability is strong, it can undertake part or all of the marketing functions of channel management. Clothing enterprise Internal conditions do not allow or do not have the desire to directly manage the channels, but can be entrusted to the management of intermediaries, of course, these intermediaries are to share profits with you.

Market environment. From the micro environment, the distribution channel of new clothing is best to take different channels with its substitutes. The new clothing manager must have a concept that the choice of channels can also be innovating. In addition, the size of the retailer is also closely related to the channel selection. If a retailer has a large scale, a large quantity of goods and a high frequency, the manufacturer can sell directly to the retailer instead of wholesalers and take a shorter sales channel. On the contrary, if the small and medium-sized retailers are numerous and the competition is fierce, the wholesalers' long channels will achieve a higher marketing benefit. From the macro environment analysis, the economic situation has great influence on the marketing channel decision of garment enterprises. In the inflation situation, the market demand is reduced. The key of garment enterprises is to control and reduce the final price of clothing and avoid unnecessary circulation costs, so most garment enterprises are short selling channels. If the economic situation is good, clothing enterprises will have more initiative to choose marketing channels.

The emergence of brand new clothes is a new industry, and the new clothing entering the new market is also the same. The first problem facing the construction of marketing channel is direct sales or indirect channel sales. direct Clothing marketing channel We generally call factory direct sales. Such a channel is a very important way to verify and develop customer interest. If we have studied the target consumers in advance, we can only get in touch with the prospective customers and quickly explore the potential of new clothes. If you use a letter or telephone (including 800 free phone), the sales scope is limited. The biggest advantage of direct selling is to save circulation costs, increase profit margins, and prolong the promotion time of new clothing market without any restrictions from intermediary channels. However, if we want to occupy a larger market, the start-up cost and the cost are also great. The risk of clothing enterprises to fight alone is increasing. The ways and channels for customers to contact new clothes are also very simple. If your new clothing has the following one or several characteristics, it is advantageous to take direct channels than indirect channels: the complexity of technology leads to the high demand for information; the degree of customization of clothing is very important; the guarantee of quality is very important; only a high quantity of goods is fixed; transportation and Chu Yunfu are miscellaneous.