Clothing Brand Channel Intelligent Planning Can Win.

China's clothing channels are rather mixed, unable to regulate, and also create difficulties in the current channels. They want to open shops and open shop. They have no plans, no analysis and no budget. They can not worry about the cost of rents in order to compare with the number of shops, and the cost of decoration is high and low. They only want to open up a certain number of shops, which is a serious sales guide to mislead blind shops. When the market is low and business losses, they know simple stores, but do not carry out shop life cycle analysis, business circle analysis, competitive relationship analysis, cash flow analysis, panic shop. From the perspective of channel strategy, mode, planning, site selection, development, management and future, the author analyzes the current situation of Chinese clothing brand.

Strategy: channel is king, terminal is paramount "has become the consensus of clothing brand enterprises, but how to carry out and achieve the goal? So it seems that the terminal layout of the channel is very perfect, and it spreads all over the north and south of the various business circles, and the shop form is different as the hundred flowers contend. All of these are directly related to arbitrary speculation. Channels also need strategies. They need to be moved and needed to be evaluated and abandoned. It is necessary to match according to the maturity of the enterprise's own system, rather than shoot the head, and need medium and long-term channel strategy to guide.

Mode: in the early days of China market economy The great opportunity for China's garment enterprises to choose a mixed mode of channel mode. There are direct battalion, franchised, wholesale; there are shopping malls, specialty stores, shopping centers; there are lines, two or three lines, four or five lines, six or seven lines; there are super stores, big shops, and small shops. Mixed diversification covers a very wide range, seemingly unlimited space and opportunities, which have made Chinese garment enterprises bold. In fact, the channel mode of dedicated segmentation is more precise. Among the various channel modes, the waste of resources is especially serious. The reflection on the supply chain is rather slow. The initial market supply is not the main constraint that restricts the development. Once the market tends to be rational, it is directly restricting the bottleneck of development.

Planning: clothing channel combined with brand positioning to make strategic choice, then we need to make corresponding channel planning according to the choice, how much performance do we make? How many cities do we open? In which area do we open? What cities do we open? Put into renovation costs and rents? If there is no planning channel to develop, the viability of the channel is not large. No budget planning, no planned product production, opening shop is a loss.

Site selection: all retailers pay the same attention to site selection, both domestic and abroad. However, the location of foreign businessmen is more standard, more professional and more professional. Channel location It seems very urgent that it seems that finding a place is a treasure, not analyzing the business circle analysis, the consumption structure of the residents, the test of the stream of people, the format of the finished products, and so on.

Development: it is very easy for clothing enterprises to develop a channel for casual development, but in fact, this is the beginning of hidden dangers. Channel development is very rigorous. It is necessary to have investment experts' channel developers involved in the development of any network. The development of any network is based on an investment case for financial analysis. There is a warning line for each investment and cost ratio. The professionalism of development is not so simple as finding a shop to talk about rent. It requires a good understanding of the structure of brand merchandise. It can make clear profit contribution by analyzing the quantity of goods displayed by the business area of the rented shop, which is very beneficial to the successful development.

Administration: Clothing enterprise Heavy channel development and neglect the management after signing shops. In particular, the establishment of shop archives, the maintenance of shop relations, the regular business circle visits, the development of shop performance analysis, and other systematic management. The establishment of such a management system is more conducive to enterprises to understand the advantages and disadvantages of channel development and the accuracy of the cost analysis of financial analysis models, and also conducive to the end of channel maintenance or renewal cooperation. The follow up process of shops opens up in name only, and the control of channels has not risen to an enterprise resource platform.

The existence of future mixed and diversified channels of brand operation is very difficult to survive. Instead, there will be more focused brands in the subdivision channels, such as market classification: the brand attacking the second tier market channel, the brand attacking the three or four line market channel, and the brand of the 5678 line market channel: the brand of the 5678 line Market: the brand attacking the street store, the brand attacking the shopping mall, the brand attacking the shopping center, as the classification: Men's wear, women's wear, children's wear, accessories, collection shops, etc., and also the offline and offline brands, the online brands are going down the line, the offline brands are fully online, and the interconnection of the Internet is not only an attempt, but will make the whole channel brand bigger and stronger in the future. The future: it will take some time for the formation of market integration, so the differentiation of clothing channels will continue.