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Second Analysis Of Clothing Channel Management Evaluation Of Channel Quality Four Points

2014/1/11 15:24:00 31

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Clothing Channel Channel Channel Quality Marketing Strategy

> a href= "http://sjfzxm.com/news/index_s.asp" > clothing channel < /a > in daily sales work, it seems simple. But it may not be able to really recognize it. There are several misunderstandings about channel understanding: 
 misunderstanding 1: channel is network /p >
 > a href= "http://sjfzxm.com/news/index_s.asp" > sales network < /a > what? Sales network is the product coverage formed by the connection of sales outlets. The sales network is a one-way product flow, but an integral part of the channel. Channel is a two-way flow with emphasis. Comparing the network to the body's meridians, channels are the nerve centers of the whole body. The channel emphasizes the operation system, and the key point of the network is coverage. 
 equate network to channel, which will lead to more emphasis than quantity in channel construction and neglect quality. The quality of channels lies in the normal and rhythmic circulation of logistics and cash flow. Enterprises pay more attention to the cash flow rate, which is the foundation of survival. The construction of network must pay attention to the focus of products. The channel characteristics of industrial products determine that its sales network can not be extended without restriction. 
 misunderstanding two; channels can be shared. .
 channels have personality, and their personality comes from the characteristics of products. Channels are generally tailored for products, and there is adaptability between channels and products. 
 many enterprises do not see the personalization of channels. When new products are listed, they are accustomed to making use of ready to use channels. For example, Chongqing Lifan formerly motorized enterprises, its company started the automotive industry, although a strong promotion efforts, the effect is not ideal. One of the factors is the mismatch of channels. 
 channels can not be shared with all products. The listing of new products means a new round of sales channels. Only by establishing a channel that matches the product can it achieve twice the result with half the effort. 
 misunderstanding three: the channel is constant. .
 the focus of most salesmen's work lies in the maintenance of channels. Once the channel is finalized, most of them do not want to change easily. In fact, channels are timeliness. The channel must change along with the market, product, customer and so on. Channel construction is often a process of constant adjustment and continuous enrichment. 
 many large and medium-sized enterprises have developed to a certain scale and the speed has become very slow. One of the factors is the aging of channels. The channel is never constant and needs constant renewal. Otherwise, channel aging will become an obstacle to the development of enterprises. 
Channel P needs us to re understand. To analyze the combination of channels, there are four main points to judge the quality of channels: 
 1, to the highest point .
 the velocity of water in a river depends on the drop in the source. The bigger the drop, the faster the speed. The highest point of the channel refers to the origin of the channel, which occupies the same height in the same industry. The change of corresponding status between enterprises and customers can often determine the speed and efficiency of channel construction, and at the same time, determines the level of channel unimpeded. (see chart) the main way to raise the highest point of the channel is to create momentum. Among many similar products, we find the bright spot of our products. The focus of the campaign is to enhance the source of the product. 
 powerful enterprises have invested a lot of advertisements at the beginning of their products being listed. Expand the influence of products and brands by advertising. In order to raise the highest point of the channel. Just by advertising, the means are single. The highest point of the channel also comes from the position of the enterprise in the industry. It comes from the business philosophy of the enterprise and < a href= "http://sjfzxm.com/news/index_s.asp" > marketing strategy < /a >, which comes from the sales force of the marketing team. 
 2, cohesion point .
 channels are linked by many links. Industrial products are emphasizing the flat channel, and its purpose is to reduce channel links. But in any case, the product to the customer's hands will inevitably undergo many links. If any link breaks down, the channel will collapse. 
 channel maintenance is the main point of convergence. The connection between enterprises and terminal customers, the connection with distributors, and the connection between enterprises and retailers. The link between retailers and consumers. The more rigid the link is, the more smooth the channel will be. 
The consolidation of P points depends on the maintenance of customers and the after-sale service system of the system. Establishing long-term relationships with end-users, sharing interests, providing personalized service to customers, harmonizing customer relationship and expanding service scope are effective ways to consolidate cohesion. 
 3, focus point 
 what is the focal point? It refers to the driving force of all aspects of the channel. Channel links will encounter various resistance. This resistance comes from the comparison between the internal and external market, the strength of the competitors, the unexpected events in the industry, and the changes in the sales cycle, which will affect the speed of the product's circulation. 
The main point of the "P" channel comes from the interest distribution in all links. Interest is the root of sellers at all levels. From the company's products to obtain greater benefits, so that vendors at all levels can invest more manpower and material resources. This is the price strategy we often emphasize. 
 secondly, the focus of the channel comes from the expansion of the market scale. The improvement of the overall market capacity, the formation of consumption orientation and the increase of occupancy rate will stimulate the operation speed of the channel. 
 third rewards and punishments for enterprises at all levels. Enterprises will set up sales targets for dealers, whose purpose is to exert pressure on all links. 
 fourth sales management. The implementation of various sales policies, the implementation of sales promotion plans, and the quality of salesmen's work. 
 strong > 4, deep point .
 the depth of the channel is simply the depth of channel extension. It is not difficult to understand the high point before. The height of the source and the depth of the terminal determine the speed of the circulation of the channel. 
In P sales, we often use trenching strategy. To bring the water in, dig the ditch first. The longer the channel is extended, the lower the cost of purchase, the greater the probability of sales. 
 depth depends on the depth and breadth of the channel. The end of the channel is like a reservoir. The larger the reservoir, the deeper the water will be stored. 
 comparing the enterprise to an iceberg, the market is the sea. < a href= "http://sjfzxm.com/news/index_s.asp" > channel < /a > is the Yangtze River connecting the iceberg and the sea. The blockage of channels will lead to flooding. This is a disaster for enterprises.