How To Choose Clothing Marketing Channels?

The northerners called "cats have cat roads, rats have rat roads", and clothing marketing channels also have their own development characteristics. If we want to solve the problem of clothing marketing channel, we should first understand what is the marketing channel.

Marketing channel is a direct or indirect way to transfer ownership when the product is transferred from the producer to the last consumer or the final industry user. Traditional marketing channels and industrial supply chain structure are similar to those of Pyramid.

Marketing channels include all the enterprises and individuals in the process of production and marketing, such as resource providers, product manufacturers, middle traders (agents wholesalers), commercial assistants (such as logistics and transportation enterprises, public relations media and advertising, real estate warehouse holders, financial insurance providers, market research institutes, etc.) and the last product circulation link that is not shown in the picture - consumers or users.

As a commodity oriented to cross regional operation, clothing management is also one of the core competitiveness of garment enterprises.

Generally speaking, the main terminal components of clothing marketing channels can be divided into:

1. Branch or agent;

2, franchised stores or franchised stores;

3, the counter area of the shopping mall.

The three types of marketing organizations have different emphasis on their roles and functions. The branches or agents play the role of regional logistics centers, promotion centers and management centers. Franchised stores or franchisees play a role of directly facing consumers, maintaining brand image and buying consumers conveniently, and the marketing mode of shopping malls is more reflected in enhancing brand awareness, expanding brand influence and giving psychological hints when customers consume two times. With the change of the economic environment and the turn of the consumer market, the three types of marketing organizations have also given new meanings in the course of their operation.

Branch marketing offices of branch offices or representative offices have existed for a long time as the main body of garment marketing channels. The operation mode of the apparel industry under the branch system is actually a one-stop operation driven by supply and marketing, which is very easy to cause the false appearance of sales. In fact, it only carries on the transfer of product inventory, and does not form effective sales. While expanding the market, it also causes the business difficulties such as overstaffing, floating staff and increasing management difficulty.

In 1996, the commercial company of Shanshan Group has developed to 21, covering all parts of the country except Tibet, with 120 stores and 600 exclusive offices. At this time, the market share of Chinese fir suit has been 25% of the same commodity, and it has been leading second nearly 20 percentage points. In 1997, sales of fir reached 2 billion 190 million yuan. During this period, the annual growth rate of fir was at least 20 stores. However, the market has changed overnight. In the oversupply of buyer's market, consumers can't like a product one hundred percent, some accept some not accept it. The marketing system formed under the background of planned economy has brought thousands of sales outlets to Shanshan, and has generated thousands of warehouses. In this mode of operation, simply expanding the scale of clothing enterprises and blindly pursuing sales volume will increase the inventory day by day, which will inevitably lead to a vicious cycle of rising cost and decreasing profits. At the beginning of 1999, Ningbo Shanshan Group decided to make a thorough reform of the sales system, cutting off the sales department as a whole and implementing the marketing mode of franchising in an all-round way. Break the original branch system and sell the branch's sales market to agents. We can not judge whether this method applies to other markets with regional differences. But there is a clear vein: Shanshan, by cutting down its dominant branches, tries to tie the brand of Shanshan with franchisees everywhere, and "pressure" the franchisees through market operation. Obviously, this is one of the strategies of Shanshan Group. After the implementation of franchising, the management cost and service cost of the head office have been greatly reduced, and the efficiency has been improved. Operating costs are also greatly reduced, and sales are no longer at the cost of inventory. Although it is admirable for the self marketing company to be "one size fits all", we should follow the orderly and step-by-step way to transform the channel for the enterprises with weak funds and strength, so as to avoid the breakdown of personnel and the unnecessary cost of resources in the enterprise restructuring.