Terminal Channel Construction Of Garment Enterprises

clothing Terminal channel The construction is a skill to compete with others. What's funny is that nowadays the big clothing brands are trying to peel off their gorgeous shells and go down to the bottom. The small clothing brands are dead and have to jump to the dragon gate. Is this a collective fever or is there any strong reason for them?

Clothing brand can only have one kernel invariant product, it can have a constant price, and can have an advertisement with constant selling points, but it can not be a single terminal. The construction of terminal garment channel is a cooly effort to see internal force, and it is also a skill to compete with others. The fun is that it seems that the size of clothing brands are now becoming psychological. In the past, garment enterprises would be biased according to their own strategies and their different stages of development. Nowadays, the phenomenon that large clothing brands should deal with large (distribution) terminals against small distributors (small terminals) and small clothing brands will be more and more. Asymmetric behavior actually has the beauty of confrontation. If the world looks like you are watching the world, then we can also say that the meaning of the so-called size clothing channels is how you see them correctly and use them.

　　 Clothing channel

Before discussing the complicated relationship between the size clothing brand and the size and distribution, we must start with a concept that makes people sound deaf and deaf.

The four words have their specific historical background, which is a unique strategy put forward by the domestic garment enterprises and the international clothing brands (and state-owned enterprises) under the asymmetric competition background. As you know, the resources invested by international clothing brands in marketing and communication are often too large for local clothing brands to catch up with, and they have successfully completed the preemption of consumers' mental resources, plus their long historical background, scale advantages, control of the industry's right to speak, and the inherent purchasing power of Chinese consumers.

mainland Clothing enterprise In order to survive, when faced with the attack of state-owned enterprises and foreign enterprises, they must also choose the way of guerrilla warfare to face the enemy. And the battlefield of guerrilla warfare is on clothing channels.

If the role of clothing brand communication is to move your heart, a high-end fan is playing a card with emotion, then the role of the terminal is to deliver the product to your old man's hands, doing the hard work of steadfast hard work, and there is no empty shop. This is also the battleground and space of the local clothing brand. The clothing brand is supported by the clothing channel strength, the clothing brand is supported by the clothing channel strength, and the clothing brand is established by the clothing channel strength.

The strategy of clothing channel is king's strategy of marketing. It is naturally accompanied by many doubts and criticisms. This strategy is not right and wrong. What's important is, who are you? How do you face it?

There is a persistent idiom, called dripping stone. The intention is to describe the tough and tough quality, but I always feel a little uncomfortable when I think of this picture. All of you can imagine this picture, drop a drop of water on the stone, and finally drop through the stone, how many years and how much water it will take! This is a naked waste of resources!

Water is a valuable resource. Similarly, every garment enterprise can invest as valuable resources. It is also a drop of water that drips on the stone and drops in the soil. The effect is quite different. The same drop of water drips on the stone for fifty years and drops in the soil for fifty years.

Osmosis is a process by which a solution gradually enters another substance until the two merge. Osmosis strategy is a marketing strategy that stands firm, consolidates the original market, and adopts a steady and stable way to gradually open up new markets. Penetration strategy is a development strategy of garment enterprises based on existing products and fully developing their market potential. Yes, penetration strategy is often international. Clothing brand A strategic behavior used.