Components Of Channel Members In Garment Industry

Garment channel members are independent economic organizations that seek maximum individual interests.

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The channels formed by garment wholesalers, garment retailers and other specialized companies that play an important role in successful distribution can be regarded as a relational system.

In this system, according to the role of each enterprise in the whole distribution process, the members of the garment channel can be divided into two groups, the basic clothing channel members and the special clothing channel members.

The basic clothing channel members refer to the enterprises that have all the risks of the goods and consumers who are the end points of distribution.

The basic members of the marketing channel undertake the pfer of ownership of goods, including clothing manufacturers, clothing wholesalers and clothing retailers.

The basic clothing channel members play a more important role in the overall sales, so they become the main concern of channel management.

(1) garment manufacturers.

Clothing manufacturers refer to enterprises that create products.

As the creator of brand products, clothing manufacturers are widely known and considered to be the source and center of channels.

Successful garment manufacturers like General Electric, general motors, SONY and PHILPS occupy a pivotal position in their respective distribution channels.

But the fact is: many garment manufacturers serving the industry are not widely known, and not all garment manufacturers occupy the leading position in their respective sales channels.

(2) clothing wholesalers.

The role of clothing wholesalers in distribution channels is not as obvious as that of garment manufacturers and clothing retailers.

Clothing wholesalers used to be the dominant channel. They link the activities of many garment retailers and garment manufacturers through design and development channels.

But in recent years, because of the vertical integration between many garment retailers and garment manufacturers, the role of clothing wholesalers seems to be weakening. Clothing wholesalers are considered to be an unnecessary part of distribution channels.

But in fact, clothing wholesalers are far from being excluded from distribution channels, and many famous clothing wholesalers still dominate their respective distribution channels.

(3)

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Clothing retailers are directly related to garment manufacturers. They are the most consumers in the distribution channel.

Apparel retailers use various shopping environments to provide products for different garment manufacturers to consumers.

In many channels, clothing retailers are the dominant force. As WAL-MART, Sears and Marcy, they decide how to organize and operate the entire distribution process.

In fact, the rapid development of information technology has made apparel retailers play a more and more important role in distribution channels.

(4) consumers.

Consumers are the end of the whole distribution channel.

Many efforts of garment manufacturers, clothing wholesalers and garment retailers are aimed at meeting the needs of consumers, realizing the sale of goods, and ultimately realizing their respective profits.

Therefore, consumers' type, purchase behavior and purchase characteristics are the focus of their attention.

Special clothing channel members, also known as professional clothing channel members, refer to enterprises that provide important services for the entire distribution process but do not assume the risk of goods owners.

It can be divided into two types: (1) functional special clothing channel members; (2) support type special clothing channel members.

The former includes pportation, warehousing, assembly enterprises and enterprises providing promotional support; the latter includes financial industry, information industry, advertising industry, insurance industry and consulting and research industry.

The definition of garment channel members' functions.

The responsibilities of garment channel members include the following aspects: promotion, channel support, logistics, product modification, after-sales service and risk taking.

The principles of clothing channel members should be chosen and encouraged, so as to achieve the goal of market principles.

The principle of division and cooperation.

The principle of image matching.

Boat principle.

The selection of garment channel members, the evaluation of middlemen, the ability to operate: capital capability, personnel capacity, business area, storage facilities and operating level, reflecting the effectiveness of middleman's operation.

Adaptability, creativity and attraction turnover ability refer to the liquidity of intermediaries.

The members of the clothing channel are encouraged to provide high quality products, give appropriate profits, jointly carry out advertising and carry out personnel training.