There Are Five Major Pain Points In Traditional Clothing Brand Management.

The channel itself is not complicated. This is because the clothing product is faced with ordinary consumers and needs less support. The channel mode adopted is no more than franchised franchise, wholesale market wholesale, general agent, self owned counters or exclusive stores, direct selling and so on.

But in these seemingly simple channels, there are also many non-standard phenomena. Some garment enterprises suffer all kinds of tortures and even die because of channels.

To sum up, the problem of channel lies in the following aspects:

Wholesale pain

The wholesale market is a key link in the development of China's garment industry. The wholesale clothing market represented by Guangzhou white horse, Dongguan Humen rich people, Wuhan Hanzheng Street, Shenyang five love and Jiangsu Changshu merchants city has a pivotal position in China's clothing industry. They rely on their huge network coverage capabilities to directly promote the rapid development of garment enterprises.

But with the gradual maturity of the clothing consumer market, brand clothing will become the dominant market, and the corresponding sales channels and ways are also undergoing fundamental changes.

Wholesale, a product belonging to the primary stage of business, will eventually be eliminated.

Because the wholesale process of goods only brings sales volume, relying on wholesale sales of goods can only take the volume, and in no way helps to establish brand image.

Wholesalers fleeing goods is also a thorny problem, because wholesale market radiation is too wide, and even in the face of the whole country, there will inevitably be some cases of interlacing and fleeing, triggering conflicts of interest in all kinds of markets.

Two, the pain from wholesale to brand pformation.

With the awakening of brand awareness of enterprises, some garment enterprises taking the wholesale route are trying to fade out of the wholesale market in order to seek long-term development, so as to seek pformation from wholesale to brand management.

Transformation means adjusting the original channel in a large scope.

There are mainly two ways of adjustment: one is to guide the original wholesale customers and dealers to change their ideas and ways of operation to do brand management.

The other is to replace the original partners and re establish marketing channels.

However, it is often easy to attract many conflicts when replacing distributors, and it is very difficult for some dealers to change their inherent management concepts. Many dealers are willing to worry about the wholesales wholesale. Even if they are reluctant to make a brand, they often find no sense.

Many brands also have this phenomenon. On the one hand, dealers have entered the mall to set up exclusive stores, on the other hand, they can find their products everywhere in the wholesale market, and there is still a continuous and confused relationship with the wholesale market, which seriously affects the overall shape of the brand.

Three, the low quality of distributor group

As we all know, clothing sales threshold is very low, as long as there is a certain amount of money on hand, a shop can be opened, so many people who lack cultural and technological background will first choose to run clothes.

In this case, there are many different teams of clothing dealers. Many agents and distributors do not know their stocks for a year.

Some dealers do not obey the management, sell or sell goods at will, the brand strategy of clothing enterprises can hardly be effectively implemented through channels.

Some clothing brand enterprises found that when they paid large sums of money to hire celebrities as spokespersons for the image, they found that they did not pull much sales. Later, when they checked the inventory of agents, they found that there was a large number of publicity brochures, posters and so on in the warehouse of agents.

The original agent did not realize the importance of advertising and did not cooperate with the publicity activities of the manufacturer.

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Four, terminal pain

Setting up counters in shopping malls is the preferred channel for many brand clothing enterprises. Shopping malls, especially those in big cities, have a wide range of radiation, elegant shopping environment, easy to set up a good image of the brand, and consumers of shopping malls are relatively strong in consumption ability, and can accept the higher price of brand products.

But the problem is that the management fees and promotional activities of shopping malls make many garment enterprises complain incessantly.

There are many promotional activities in shopping malls, such as discounts and gift giving activities, which directly lead to a decline in the profit margin of clothing business.

And numerous public relations fees, entrance fees, shop fees and so on, and continue to exploit the meager sales profits.

Franchised store is the main marketing terminal of brand clothing enterprises, but the single brand clothing is less and less competitive in the market competition.

The excessive competition in business makes the clothing stores everywhere today, a little dissatisfied, customers will be lost.

The co-existence of direct operation and franchise will result in various contradictions.

In contrast, self run stores have advantages in operation, such as more exquisite decoration of shops, more timely distribution of goods, and these are all unmatched by franchisees.

Because franchisees are often at a disadvantage in the competition with the company's self run stores, their mental imbalance often leads to some abnormal competition means to increase sales. As time passes, they lose confidence in the management brand.

Five, the pain of channel makers' counterfeiting

This kind of thing usually happens on some famous brands, because clothing products are easy to imitate. Some large clothing agents are willing to manufacture fake brand products, label famous brands and sell them at a high price for the sake of higher interests.

While it hurts the interests of manufacturers, it affects brand reputation.

The first small commodity in Central China

Hanzheng Street, Wuhan, has been active in a large number of clothing counterfeiters. At the same time, they are also large wholesalers. They represent many domestic and foreign clothing brands, and they also have their own factories or OEM partners.

Because clothing products are easy to imitate and difficult to counterfeit, in order to seek profiteering, they tend to look at some of the best selling styles, then change their imitation products to trademarks and packages, counterfeit brand products, and then rely on the channel network established by the agent to build up the counterfeit products.

How should we relieve pain? How should we regulate the sales channels of clothing products and enhance the sales power of channels? I think we should standardize the following ways:

1, carry out scientific channel planning and design.

How to locate the clothing brand, it is necessary to locate the channel according to the same idea, and determine whether the sales channel will be dominated by the wholesale or the exclusive store, or the shopping center.

In the construction of channel outlets, we should not blindly pursue quantity. Healthy channels tend to have more sales power than large and virtual channels.

Some enterprises blindly pursue the number of terminals, but lack effective management of terminals. Bad stores will disrupt the market order.

2, strengthen channel diagnosis.

Enterprises should regularly diagnose and diagnose their marketing channels so as to find out various problems and deal with them in time.

Many enterprises lack effective management measures for the terminal. If the conditions are available, the external brain can be introduced. Please consult the planning company to assist in regular diagnosis and counselling.

Even if we fail to do this, we can start internal training, learning, analyzing and finding and solving problems.

3, strengthen channel management and punishment.

There must be strict means to govern the channel, no palliative connivance to dealers who violate the system, and the elimination of harmful groups will not only aggravate them, but also affect the normal operation order.

Barcode management or special technology processing can help prevent fleeing.

The product stipulates the unified retail price of the whole country, stipulates the minimum discount sale scope, and resolutely punish the dealer who violates the company's price policy. Although it will cause some pains in the short run, it will make the channel price system standardized in the long run.

4 brand breakthrough

No matter how to locate and manage channels, if there is no excellent product and loud brand, dealers will not make money, and they will end up in vain.

In the final analysis, the competition in clothing market depends on building brand.

The phenomenon of homogenization of clothing products is serious, either imitating others or being imitated by others.

Only by distinguishing the brand from the brand can we not destroy the brand in the vast market. Therefore, enterprises need to have the courage and courage to break through the brand, and we need to operate the channel as a brand.

I believe that if one day, Chinese clothing enterprises can make their own.

If you can make Zegna in China, you will no longer have to worry about your own channels.