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Clothing Training Instructor He Jun Explains Clothing Channel Cognition

2013/5/14 13:19:00 38

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Long ago, all trades and professions put forward the slogan "channel is king" and "win the battle terminal". This fully reflects the importance of channel construction and service terminal. P How to do well in channel planning and control terminal is a difficult problem for garment enterprises. Because of the different division of labor in the middle and lower reaches of the industrial chain, there are many contradictions in the clothing channel. Because of the different scale and mode of operation of enterprises, the different forms of contradictions are discussed. The following three major contradictions are discussed here: the first contradiction: the contradiction between the head office and the agents, the second major contradictions: the contradiction between the head office and the terminal, and the third major contradictions: the contradiction between the agent and the terminal. 
 the first contradiction: the contradiction between head office and < a href= "http://www.91se91.com/news/index_c.asp" > agent < /a >. Contradictions are manifested in the following aspects: conflicts of interest, management conflicts, strategic conflicts, product conflicts, capital conflicts and other conflicts. The head office hopes that the agent can become a good obedient child, obedient to management, steady in market operation, and not half hearted. The agent is very rational, choosing a good brand and making more money with the head office as much as possible. The main contradiction between the head office and the agent is how to distribute the profits. Compared with interests, strategic conflicts, product conflicts and management conflicts are not so important. How to resolve the contradiction between the head office and the agents? 
 1, to resolve the main aspects of contradictions; to formulate a reasonable system of interest distribution. Interest is generated by income minus expenses. The head office lists detailed income indicators and expenditure targets, carries out quantitative management, and strictly executes contracts or documents. Revenue mainly refers to vested interests. Agents clearly stipulate in accordance with the contract that they should get a rebate policy, such as setting a fixed range for sales, sales volume, etc., so that they can set up a flexible performance indicator and grade reward. Expenditure refers to the cost expenditure policy, including: a detailed description of the cost of a series of marketing activities, such as the return of shelves, outdoor advertisements, television advertisements, publicity materials, gifts, promotional items, settlement of goods returned for short goods, inventory goods subsidies, spanportation costs and reception costs. 
 2, the secondary aspect of resolving contradictions is to adopt modern enterprise management mechanism to continuously spanform enterprises. Clear the development vision and development strategy of the enterprise, formulate detailed operation plan and development strategy, inform the agents, collect the feedback information of the agents continuously, communicate with the general agent in time, through meetings, training, documents, contracts, plans, telephone, network and other forms, and carry out the company's policies and ideas to the agents, so as to achieve highly ideological unity and closely linked actions. 
 second contradictions: the contradiction between the head office and the terminal. It mainly focuses on three aspects: products, advertising, promotional gifts and programmes. The head office requires the terminal to operate according to the requirements of the company, such as storefront, display of goods, decoration, promotional activities, etc., many terminals are not up to standard. The terminal complains that the product is out of line with the market. It is not fashionable, the style is not good, the quality of the product is too slow, the number of orders is too large every year, there is no effective promotion plan, gifts are not abundant, advertising is not much, investment is much, and brand awareness is not high. How to resolve the contradiction between the head office and the terminal? 
 1, the head office is constantly completing its own shortcomings. In terms of products, we should do more market research, keep up with fashion, enrich product categories, accelerate production speed and shorten delivery time; in the terminal image, we should be more practical, improve our image, pay attention to color and lighting, highlight brand personality and image, and create a sample store. In terms of management: Publishing terminal management manuals, display manuals, production company publicity newspapers and electronic albums, magazines, manufacturers, more teachers to organize more skills training, and send more market personnel to the store for counseling. 
 2, the terminal constantly changing its own shortcomings, in accordance with the requirements of the head office, do terminal management, especially store owners and store managers constantly improve their overall quality, work goods management, personnel management, promotion management, brand promotion and other work, put their own problems and to respond to agents, and other advanced people to learn and communicate, help to solve the problem. 
 third contradictions: the contradiction between agents and terminals. It mainly focuses on four aspects: products, advertising, < a href= "http://www.91se91.com/news/index_s.asp" > brand promotion < /a >, policy support. The agent requires the terminal to operate according to the requirements of the company. The store is changed to a large store, and stores are updated one by one. The image of the newest shop is updated. The annual sales task is increasing. It is not allowed to run into arrears, raise the wages of the staff, and strengthen the management of the store. The terminal complains that the product is not in line with the market, is not in line with the trend of the market, the style is not good, the product quality problem is too slow, the inventory pressure is high, the sales volume is not good, the capital turnover is difficult, the service support is insufficient, the lack of guidance, the lack of promotional activities plan, the gift is not rich, and the advertising is not much. How to resolve the contradiction between agents and terminals? 
 1, the agent completes the detailed annual operation plan, so that the terminal can know the development strategy this year, including the sales target decomposition, promotion plan, service strategy, order arrangement, incentive measures, training plan and so on, so that the terminal can clearly identify its own development direction and goals, and what incentives can be obtained. The agents do a good job of image publicity, organize the terminal to interact and communicate, summarize the good business methods and cases, and publicize them through the form of PPT, film and electronic photographs during the ordering period. Strengthen team building and do terminal maintenance work well. 
 2, the terminal completes its own diagnosis, completes its own development plan, conducts more exchanges with other stores, completes the analysis of goods, promptly grasps the sales situation of goods, recruits excellent salesmen, improves the wages of the shop assistants, sets up some bonus bonus certificates, distributes some promotional gifts, promotes brand promotion, collects customer information, completes customer relationship management, and consumes after-sales service. 
He Jun P: graduated from Donghua Polytechnic University, majoring in marketing. He has been engaged in clothing brand operation since graduation. He has been a point to point brand consultant brand planner, and a senior manager of fashion industry. Service brands: Nine posture, Lang Zi, Zhuo ya, Ju Ju, Emma, Yi Gu, Ai Wei, Qi Wei, Shang Mo, Adan Na, Ma Tiannu, en Shang, psalm, LILY, YISHION, Qipai, < a href= "http://www.91se91.com/news/index_h.asp" > Bestn < /a >, Will wave, Jiangxi post office, PICC China People's life, and so on. Published in numerous authoritative journals, "the current situation and development trend of China's clothing industry", "what is the core competition of Chinese clothing enterprises"? "Three major contradictions in the interpretation of clothing channels", "how clothing family enterprises go to the enterprise family", "the way of survival of brand planners", "how to make Dan Pinpin brand into a national brand", "interpretation of brand promotion mode" and so on.