Clothing sales channels do not commit five major ills

There are nothing more than several kinds of clothing sales channels, but behind these seemingly simple channel sales, there are many non-standard phenomena, so that many clothing companies in the business development is very costly and painful, many growing companies because The channel was ill and died in the middle.

(1) The wholesale wholesale market is the biggest hub for the development of the garment industry. The wholesale markets represented by Guangzhou Baima, Dongguan Humen, Wuhan, Shenyang, Changshu, Zhejiang, etc. have a pivotal position in the Chinese garment industry. The sales system has promoted the rapid development of garment enterprises.

Wholesale has made the profits of enterprises lower and lower, and the extremely low profits have made the company lack of development potential. The biggest problem faced by many wholesale clothing companies is the distribution of goods owed, and a large number of garments are sold to wholesalers by means of credit sales, causing greater pressure. In turn, these arrears have become negotiating chips for wholesalers and manufacturers, causing manufacturers to become passive and want to transform themselves into brands. They are also worried that the purchase price will not be returned.

Although with the gradual maturity of the consumer market, the brand will become the dominant market, but the wholesale process is not impossible to establish a brand image, Wal-Mart is to win the crown of the world's guilt by low-cost image. Although the influence of many large wholesale markets in China is gradually weakening, this is a commercial structural adjustment. In developed countries like the United States, wholesale still occupies a considerable market share. As shown in the “Schematic diagram of the Yingang Garment Enterprise Development Strategy” above, brands and applications can create their own brand, and the difference is only different in content: one is product brand, and the other is enterprise or channel brand.

(II) The pain of the transition from wholesale to brand With the awakening of brand awareness, some companies that take the wholesale route are trying hard to withdraw from the wholesale market in order to realize the long-term development, in order to realize the change from wholesale to brand management, but the total transformation road is It is full of hardship and pain. The transformation means to adjust the original channels. There are two main ways to adjust: One is to guide the original dealers to change their concepts and business methods to do branding. The other is to replace the original customer and re-establish channels.

It is very difficult for distributors to change their business concepts. Many customers did not take long for the brand and they returned to the wholesale camp. Many brands now have this phenomenon. On the one hand, brands have entered the mall to open stores, on the other hand, they can find products everywhere in the wholesale market, and there are still cuts and confusions in the wholesale market, affecting brands. Overall image construction.

Despite the fact that there are not a few companies that are experiencing transformational confusion, the road to transformation may seem like a long and winding one. It is true that the function of wholesale will not disappear, but the management skills and quality of wholesale will gradually increase, which means that wholesalers will face greater pressure from competition among their peers. There are many specific business models for dealers to grow and grow, but there are mainly three from the direction of development forces: Upward manufacturers' manufacturers model, through their own independent development model to enhance the ability and strength, horizontal joint peers have money to earn Business model.

Obviously, it is difficult to rely on its own development. The scenery is not in place. What remains is that the joint, integrated, integrated and integrated roads can grow rapidly and can guarantee relatively high profits. The difference between the results may lie in whether the manufacturers come forward to integrate the channels or the businesses themselves are upset.

There may have been precedents of coalition or integration failure. Therefore, many people are not optimistic about integration, and think that it is impossible to achieve the desired results. We cannot absolutely guarantee the effectiveness of integration, but we can use a thinking question and a dialectical sentence to leave you thinking:

If you leave the integration aside, what will your business look like after three years?

Integration is not necessarily successful, but there is no way out of integration.

Drink competition is cruel enough, but under the guidance of Anglo, a distributor in Shanghai has successfully realized the joint integration of Shanghai suburbs and dealers, and has quickly climbed from less than 200 million to 600 million within three years. Another three-year plan will reach 12-25 billion yuan, with a goal of breaking through 2 billion.

A well-known domestic company also saw the strength and trend of such integration, and offered to let this distributor help them integrate their regional markets. Their large customer model is similar to clothing companies.

Integration not only depends on strength, but also depends on skills and model design.

(C) The low quality of some dealers' pain The threshold of the garment industry is very low. As long as you have funds, you can find a store and you can start business. Therefore, many people who have entrepreneurial ideas for the boss but lack culture and technical background will choose to operate. clothing. The clothing dealer team is mixed, many dealers do not know how many of their stocks are there throughout the year, and some brand prices are sold at a discount by dealers. The company's brand strategy is difficult to implement effectively through channels.

A certain brand company has been asking popular stars to serve as a spokesperson for the past few years. When they went to check the inventory of agents, they discovered that there were a lot of propaganda pictures and celebrity posters in the warehouses of the previous year. The original agents did not put the company's These promotional materials were distributed to the following distributors and distributors, and many resources were wasted.

To develop an enterprise, it is necessary to guide the agents and distributors in all aspects such as ideas and concepts, and carry out systematic training. The apparel industry's distributors generally lack loyalty, and often you put a lot of effort on him. However, he can't stand the temptation to go to other brands, leaving the company in pain.

There is no such thing as a feast in the world. Are the manufacturers caught in the dilemma of the channel reviewing themselves? Whether or not your own channel model is out of date, or where your business ideas fail in front of a bigger brand investment, you can't just say that the quality is low and you're comfortable. A company can never wait until the channel provider. The qualities are adapted to the time of their own development.

When some foreign high-end luxury brands enter a new market, they will establish joint ventures or cooperative companies. This method is worth learning from.

(D) Terminal Market Pain 1. The pain of shopping malls: Nowadays, the various costs and promotional activities of shopping malls have caused many clothing companies to agonize. They have clamored for no money to make many shopping malls. There are often many promotions, such as discounts, gifts, and cash back. The profit of the product operation decreased. And many public relations fees, entrance fees, store fees, etc. continue to strip out the already small profits.

For businesses that want to enhance their brand image, shopping malls are the most valuable terminal. However, shopping malls are a platform for sales and display. Many brands are only used by malls as tools to increase their brand value, and few manufacturers think about it. How to graft the value of this platform as much as possible into its own brand image.

Entering the market is a rally, sales is an opportunity.

2. The pain of the store: The specialty store is the main sales terminal of the brand clothing enterprises, but the viability of the clothing store nowadays is more worrying. Single-brand clothing is increasingly lacking in market competition.

Many stores that are joined by dealers have weak brand awareness. They often pursue profits to run some other miscellaneous brand-related products, or do not maintain the brand price, and they are free to discount sales. This is no doubt a brand terminal image that affects sales.

Simply relying on the tube is not enough, we must think about how to use the store's platform to maximize the protection of my sales tasks. After entering the store, it is not the end but the beginning. As Chen Peisi in the "protagonist and supporting role" said: Do not let me move, I still grab the camera. Therefore, terminal management should be deepened, and the next value that can be used in clothing is entertainment.

3. The pains of direct management and co-existence of management: Direct operation and co-existence often lead to a variety of contradictions, especially the mall promotion is a huge blow to the franchise, it is easy to cause many franchisees dissatisfaction, and it is easy Lead to the disorder of the entire price system.

The operation of garment enterprises should be centralized at specific terminals. However, there is a need for decentralization between different forms of terminals. Enterprises should learn more about the business model of Wuliangye from the perspective of brand management rather than from the specific product to manage the market. Product is the carrier of interest, but it is not a management tool.

(5) The pains of fraud by channel providers This type of thing usually happens in some well-known brands, because clothing products are easy to imitate, and some agents are not hesitate to produce counterfeit brand products and brand trademarks in order to seek higher profits. Then sell at high prices, affecting the brand's reputation.

There are a number of large clothing frauds, but also a large wholesaler, itself a lot of domestic and foreign brands, they also have their own factories and partners. Because clothing is easy to imitate and hard to prevent from counterfeiting, in order to seek profit, they tend to look at some popular models, then change their own copy of the goods and packaging, counterfeiting into branded products, and then rely on the channel network established by the agency, will Imitations continue to flow throughout the country.

And the public marketing plan that another view of counterfeiting is its own brand, and companies, their own brand is like their own children, the status quo in business and profit, own brand profits higher than the agency brand is also reasonable. As long as it is not a straightforward use of brand names, it is not an offence. Enterprises can only use limited resources to suppress such behavior, and can not be unlimited to fight fake.