Clothing Marketing Channel: Right Is King.

In the process of products reaching consumers, we want to expand the market, so that the farthest consumers can buy our products, so we need to use other people's help to send our products out.

And in the process of passing the product, there should always be the first person before it can reach second people, and then third or fourth people.

Due to the limited space and controllable ability of the market area, there are basically no more than 3 members in the actual work.

In fact, we all hope that the fewer the members of the channel are, the better we will sell our products to consumers.

However, due to our limited ability, we must rely on the power of channels.

Different channel members have different functions.

For example, retailers are channel links directly facing consumers in the channel, many supermarkets and department stores belong to retailers, distributors are dealers who represent buyers to sell sellers' products, such dealers and enterprises generally have contractual terms in time and region, and are responsible for the development and construction of enterprises in the market.

Therefore, for enterprises, the choice of channels is never the best, only the most appropriate.

The hierarchy of its channels also exists because of the needs of the market.

The products we produce in Taiwan can be bought in Beijing. This is done through channels.

For large electrical products, enterprises can directly set up stores in Beijing, but can not afford to do so in all small and medium-sized cities, so this requires the use of channels to complete.

For fast moving products such as beverages and food, designing franchised stores is obviously not feasible.

The profits of these fast moving products are very low, and from Guangzhou to Beijing, the increase in freight charges has made it impossible for enterprises to compete with similar products.

So these low profit products have their delivery radius, which is more cost-effective than building the factory locally.

In this radius, enterprises can make use of

Members make the market thoroughly; and at the edge of this radius, enterprises may have problems in product profit and market control.

So,

It is preferable to allow this area to be infiltrated and operated by channel members.

At present, for enterprises, we should first know what stage we are in now, what products we are going to pass to consumers, whether they are large or small goods, whether they are industrial products or fast moving products? What is the choice of our products in front of consumers? These problems should be done in the research market, to analyze whether consumers repeat, buy or buy selectively, rational or emotional?

When we analyze these problems thoroughly, if we buy them emotionally, we need to adopt the principle of proximity, and we need to channel our products to wherever we can find them.

We also need to find the most suitable channel members to put the products near the fastest way. For example, looking for agents, we need to see whether the agent has the ability to do a certain range of distribution.

If you want to do

Then we have to calculate the cost. Before our market has reached a certain scale, the cost is too high, so we should consider the low cost dealers.

Therefore, when we choose distributors, we always look for distributors who can deliver products to consumers most quickly.

When inspecting distributors, we usually have the following principles: first, dealers have the ability to distribute goods according to our strategy; second, the cost is the lowest; third, the shortest time and the fastest speed.