Behind The Underwear Collective Riots

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< p > < strong > 1. Terminal life is bad. < /strong > < /p >

"P" not long ago, known as the first brand in home furnishing industry, there was a terminal store jointly denouncing the manufacturer's electricity supplier activities in the Shandong market. There were up to hundreds of joint terminals, and a lot of forwarding was carried out in WeChat's circle of friends and QQ space. The terminal jointly boycotted the manufacturers' actions. The core demand was that the electricity supplier operation of the manufacturers seriously compressed the sale of the physical terminals, and asked the manufacturers to stop the operation of the electricity suppliers. Otherwise, the joint terminals would unify the brand goods.

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< p > this happened in the home furnishing industry and underwear and "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "the industry's first terminal and manufacturers for the electricity supplier triggered resistance action, it is not difficult to see that manufacturers continue to increase the operation of the electricity supplier at the same time, inevitably has a serious impact on the offline market, and the entity terminal can only reverse manufacturers, it seems that only on the shelf, to sell a road.

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"P" is unique. I know a regional agent who is making a front line underwear brand, mainly monopolized and shopping malls. In 2012, when the brand wanted to make an order, we once had an exchange. I told her to take a leisurely order when I ordered her. At that time, I said that the physical sale would be attacked by the electric supplier in 2013. As expected, she sent me a message the other day, saying that she didn't listen to my advice.

Frankly speaking, I really have no way.

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< p > also on the two things above, a boss of Hunan underwear shop who joined me QQ soon and I also talked about the sales issue this year. It is still a light business, confused about the future, and deeply tired of the encouragement of manufacturers to fight chicken blood.

But as an individual shop owner, it can not change, but only one day at a time.

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The three cases above P, from a shop to a municipal market, and then to a provincial market, show that the underwear market is really out of order, and even the provincial terminals are united and the manufacturers are calling the tables, which shows that the problem is not small.

What causes the terminal group and the manufacturers to fight each other in a provincial market? What led to the underwear dealer becoming a cheap stock porter? What led to the confusion of underwear terminal? < /p >

< p > < strong > two, there are disadvantages in operation mode < /strong > < /p >

< p > first, simply sort out the basic operation routines of < a href= "http://sjfzxm.com/news/index_s.asp > underwear market < /a >. The operation of domestic underwear market is carried out by the wholesale and large circulation mode with the core of agency system. Apart from a few known brand names, the rest of the brands are not the same. In this agent system, the terminals are mainly composed of shops, so the agents are the pfer stations for manufacturers. The essence of the agents is the terminal distribution centers of the terminal stores, from manufacturers to agents, and then to the inner garment stores.

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< p > < strong > 1, agency system extensive operation < /strong > < /p >

< p > it can be said that the operation mode of the agent system is the first reason why the underwear market is in deep trouble at present. The large circulation of the agent system and the extensive operation of the wholesale market make the brand's control of the market powerless.

Agents are afraid that manufacturers and terminals will be intimately contacted by themselves, and manufacturers will not be satisfied with the ability of agents to operate the market.

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< p > < strong > 2, underwear product homogenization < /strong > /p >

< p > this is a commonplace topic but has to be talked about.

Homogenization has always been a short board which is difficult to get rid of underwear brands. It is a bottleneck for domestic underwear brands to break through. This causes the brand itself to have no differentiation competitiveness in the whole channel, let alone consumers.

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< p > < strong > 3, lack of strength in brand building < /strong > < /p >

< p > concept marketing is all over the world, functional health covers all kinds of gynecological diseases. Large and small underwear is known as underwear health expert. Not only beauty but also cure, wait a minute -- is Chinese woman so stupid? "< /p >

< p > < strong > 4, operation system is not perfect < /strong > < /p >

< p > under the extensive operation of wholesale and large circulation based on agency system, the operation system of the brand always revolves around the agents, and surrounds the way to press the goods to the agents. Therefore, I once said that the so-called marketing of underwear brand is just the activity of pferring storage.

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< p > < strong > 5, terminal combination shop attractive less than < /strong > /p >

< p > whether it is a visual presentation or shopping experience, a combination shop can not satisfy consumers' increasingly fastidious shopping needs. A narrow and messy space will not be able to meet the requirements of brand retail development nowadays. In the face of all kinds of uneven and varied products, do you call this experiential consumption? Also, when consumers enter the shop, they are faced with the bombardment of all kinds of so-called sales skills learned by the trainers from the training masters. Do you think this is shopping? When consumers are faced with various kinds of underwear that can cure various gynecological diseases, do you think it is in the shopping or in the gynecological clinic of the hospital? < /p >

< p > above all, the disadvantages of underwear brand based on agency system are becoming increasingly prominent. The extensive operation of large wholesale and large circulation is difficult to solve the problem of terminal retailer's lack of experiential retail. Therefore, when the electricity supplier is increasingly unable to block the sale of physical entities, the survival pressure of underwear terminals can be imagined. After losing the last barrier of price advantage, the underwear terminal has been unable to compete with the electricity supplier, so in this case, the terminal store is either waiting in the confusion, or collectively colluding sniper manufacturers like the end of a household clothing brand terminal.

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< p > from which we can see that in the face of the reality of the impact of electricity suppliers, rents and human costs gradually rising and even the difficulty of management of clerks, as a brand dealer, there has not come up with a very good solution, and the brand operators are gradually pforming the operation of electronic business, and gradually eliminating or even abandoning the agent system mode. This is an inevitable trend. This is a business revolution brought about by the development of Internet and mobile Internet technology. It is a major pformation of the whole domestic retail business. Whether you like it or not, no matter how hard you accept it, the trend of business development will not be shifted by personal will.

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< p > < strong > three, master's prescription can not cure the root of disease < /strong > < /p >

"P >" in the terminal stores feel that the day is getting worse every day, and brands are also not going there. On the one hand, they have to bear the blame of agents and terminal shops, to ease their increasingly restless emotions. On the one hand, due to the lack of practical operation of the operation of electricity providers, they are everywhere in the operation of e-commerce.

In the case of an underwear brand I have served, for example, the brand is going to invest in the electricity supplier, but the other side also scruples that the electricity supplier will attack its own entity channel. Therefore, the operation strategy of many electric suppliers is difficult to implement. After several months of sawing, it is difficult to change, and I simply terminate the cooperation with this brand.

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< p > from this case of cooperation failure, we can easily find that brand dealers are in the dilemma between the electricity supplier and the entity channel. For the brand developed by the agent mode, they do not have enough courage and strength to abandon the entity channel at the present stage. One is the operation of the electricity supplier, or they are just starting up, or are still waiting and watching. In order to survive, they must also keep the sales of the entity channel, and the other is, after all the cooperation with the agents for so many years, their interests must be taken into account, and agents and terminal shops must be accounted for.

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< p > in order to stabilize the mood of agents and terminal stores, branding merchants take the word "drag" and try to hide it. At the same time, they are also struggling to find solutions. Therefore, the masters of various trades have prescribed prescriptions, and the brands are also rushed to the doctor at this time, and according to the master's prescription, they begin to diagnose and treat "channel disease".

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< p > what kind of prescriptions did the "masters" really put forward?

And what kind of medicine is sold in the "two sessions" gourd? The answer is: one center and two basic points.

A center is to fight chicken blood. The two basic point is to push goods to agents and sell goods to terminal stores.

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< p > > we found that in the < a href= "http://sjfzxm.com/news/index_c.asp" > underwear industry < /a >, the investment promotion and training sessions emerge in endlessly. Although they are crowned with all kinds of names, they actually start around a center, namely chicken blood, which is to stimulate the agents with different policies and chicken soup. Although the dosage of chicken blood is increasing, they are becoming more addictive, but as long as the agents are stocking, everything is at stake.

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< p > when the agent's excitement in the investment meeting has gradually subsided, what should we do when facing the accumulated stock and facing the complaints from the terminal?

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"P >" is happening in the underwear industry again and again. But why can't we prevent the decline of terminal sales and why it will cause collective rally? That is, the difficulties faced by the terminal are definitely not solved by chicken blood. That is to say, the chicken blood prescriptions of big teachers do not cure the drawbacks of the agency system, do not cure the short board of the brand operation system, nor fundamentally solve the backward mechanism of the underwear combination shops.

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< p > therefore, when the domestic brand marketing mode has changed from the small operation of agents and franchisees to the popular operation of the general public, when consumers have changed from weak position to consumer sovereignty, and when the electricity supplier has become the inevitable choice of brand operation, the masters are still very ridiculous to treat the disease of today's channel with the chicken blood prescription of the 90s of last century.

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< p > < strong > four, the storm that everyone can not avoid is < /strong > /p >

P now, the complaints and depression of the terminal, and even the emotional release of the terminal group are just the sporadic raindrops before the storm, which seems to be no big deal for the brands and agents or even the terminal. In the way of dragging and pushing, it will not be a big and serious accident for a while, but the scattered raindrops are a sign that the storm is still coming.

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< p > when some brands are concealment, they are ashamed to say that they will not engage in electric business. Nine times out of ten is a lie. Everyone knows clearly that it is not always possible to engage in electricity suppliers, but not to engage in electricity suppliers is definitely a death. Now it is only a chance to do so. Therefore, for agents, they must make early plans to find shelter for themselves, while terminal shops are undoubtedly the most injured ones, but they must also actively find practical ways for their survival.

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< p > the business revolution promoted by the technology of Internet and mobile Internet is an unprecedented impact on the traditional industry. The Internet and mobile Internet have been changed by this technology. When WeChat has a fatal threat to China Mobile's status, do you think there is still any doubt that the underwear industry will be changed? < /p >

< p > it can be said that in this business wave, it is not the matter of the brand, nor the question of who abandons it, but the general trend of the pformation from the traditional business to the electricity supplier. Therefore, this will inevitably lead to the adjustment of the marketing strategy, operation system and product development of the brand, which will force the brand to find the right balance between the electricity supplier and the terminal. Therefore, the brand, franchisee and terminal shop must make every effort to win the "three win"! < /p >

< p > here, we can give you some ideas for reference: < /p >

< p > 1, shareholder system: for example, a brand in Yanbu, let agents become shareholders, and turn agents into shareholders. This will solve the conflicts between brands and entities.

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< p > 2, distribution system: the agent can become the distribution center of the brand electric business, so that the agent can get profits from the electricity supplier; < /p >

< p > 3, experience system: let some terminal stores become the offline experience shops of brands, and let the terminal get the electricity supplier's income; < /p >

< p > concluding remarks < /p >

"P > storm will come, but I can't hide it. I don't think this is horrible. The terrible thing is to be indifferent to it. For so many years, the brutal growth of the underwear market seems to make many brands fail to see that the wolf is really coming. They are still immersed in rough marketing thinking, so the incident of collective riots in underwear terminal is unavoidable, and this kind of event will be more and more, and how to deal with the brand business, we will wait and see.

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