How To Choose Channels For Garment Industry

Many times, when we talk about channels, we will only analyze them.

The factors such as breadth, depth, relevance and so on are seldom seen.

Today, I will explain how to choose channels through actual combat cases.

Channel is the passageway between products and consumers. Since it is a passageway, it is natural and long, short, narrow, single or multiple.

At present, from the most commonly used types of channels, we can be divided into 2 types:

The first is: clothing manufacturers are directly related to consumers, such as TV shopping channels, e-commerce channels, the establishment of Direct stores, and so on.

The second type: clothing manufacturers indirectly.

For example, the distribution channel and chain franchise channel are the main characteristics of consumers' indirect acquisition of manufacturers' products.

The first way compares second kinds, which allows manufacturers to get consumer information directly from the first line, remove intermediate profit links, and make profits to consumers.

In comparison, direct selling is a point of many faces to many consumers, so there are more investment in capital and personnel.

The advantage of the second way is to share the market with other businesses, so the market risk is relatively small, but the management of policy implementation and supervision is relatively difficult.

So, how do I choose? My approach is from a consumer perspective.

We take clothing in fast moving products as an example to analyze its channel layout.

First of all, we have scored clearly who is the consumer of clothing.

Let us roughly divide them into several categories.

1, the daily clothing personal, these people purchase way mostly will be the neighborhood store, the street shop, the supermarket.

2, costumes for parties, most of which are provided by the costumes of the party gatherings.

Then we soon understood that our channels are community stores, supermarkets and hotels.

The next thing we need to think about is how to link these channels to form a system.

1, community stores, street shops, clothing owners are numerous and widely distributed. Almost everywhere, you can see that manufacturers do not have so much manpower to develop.

2, supermarkets, supermarkets in a region are numbered.

Therefore, we can conclude the supermarket as a channel way, from the supermarket to the development of community stores, street stores, clothing owners.

This is only a theoretical way of operation, because supermarkets do not have the function of sales expansion, so we have to borrow other channels to enter channels including supermarkets, which are regional agents or regional distributors.

After this analysis, we know why clothing channels need to be chosen and established.

We also need to ask ourselves, where do businesses and government units buy them? Because software products are a kind of technical service and no entity, so the traditional way of laying shops is difficult to use.

Technology service type

Can not be like entity manufacturers, through the storefront can directly let consumers know.

Therefore, in order to obtain information from enterprises or government units, it is necessary to promote sales, advertising or other means of pmission, which is one aspect of information dissemination.

From this aspect, it can be seen that if the traditional industrial products are paved with enough channels, relatively speaking, the pmission of information through advertising is actually not the core of the core.