How To Avoid Marketing Channel Risk Of Garment Enterprises

In order to avoid effectively and reasonably

To strengthen the ability of garment enterprises to resist the risk of marketing channels, we need to manage the risk of marketing channels.

To establish a risk warning system for marketing channels, from the perspective of channel risk, we must consider the existence of risks from the beginning of construction, and use game theory, system and contingency theory to carry out risk management.

Strengthening the early warning system of marketing channel risk has become the first major event in marketing channel risk prevention.

This event mainly consists of two tasks: the formulation of early warning indicators and the collection of information.

Channel early-warning requires garment enterprises to summarize the indicators of channel risk control on the basis of summarizing the channel history, industry standards and garment enterprises' channel behavior objectives of garment enterprises.

Specifically, it includes the following aspects.

Determine the overall goal of establishing a channel system to clarify the overall requirements of the system's early warning. Consult a specific channel to form a member, consult the specific sales situation of a product, analyze its life cycle stage and market reaction to it, set up product indicators (sales, market share, etc.).

The first step of early warning is to set up indicators. The second step is information collection.

There are perfect information operation systems and facilities (including hardware facilities and personnel), which requires members of all levels in the channel to pay special attention to the collection of information in the usual sales process, and clothing enterprises should regard information collection as an index for assessing marketing departments, institutionalizing, standardizing and continuing.

On the basis of effective market research, establish and perfect the channel system.

To establish an elastic sales network structure, garment enterprises can set up the terminal Department of the sales network according to the administrative area planning, market segmentation and their regional goals. In the design channel, the following principles should be followed: the principle of smooth flow and high efficiency, the principle of moderate coverage, the principle of stable and controllable, the principle of coordination and balance, and the principle of giving full play to the advantages.

We should improve the price policy of sales channels. The price policy of sales channels mentioned here mainly refers to the implementation of differential price within the sales network, including total sales price, factory price, wholesale price, group wholesale price and retail price.

Reasonable combination

The layout terminal is very important for the actual situation of the distribution chain in the Chinese market.

Therefore, the first step of channel distribution is to think about how to enter and occupy effective terminals.

With the strengthening of China's terminal power, China's terminals have emerged large-scale and super large terminal forms, and they play a leading role in the whole distribution chain.

However, for many types of consumer goods manufacturers, sales from small and medium-sized retail stores still occupy a major share. At the same time, because of the complexity of China's sales channels, many types of terminals, wide distribution and inconsistent rules of the game, it is very difficult for garment enterprises to find effective ways to create a good image of their brands in the channel. Therefore, the way and means of distributing distribution, especially the selection and combination of terminal types, become the key to winning the brand.

Establish a sound network system management system, and limit the sales activities of the total distributors to his own market area; ensure that the distributors at all locations can enjoy the same price when they purchase goods; discover that dealers have cross regional sales activities and cancel their year-end rebate qualifications.

In short, various measures are taken to prevent cross regional sales.