Channel Width Of Garment Enterprises

Clothing enterprises

It refers to the number of middlemen used by garment enterprises in a certain market.

In narrow channels, manufacturers or service providers sell through a few wholesalers or retailers, while in a wide channel, they are sold through numerous wholesalers or retailers.

If a garment enterprise wants to strengthen its position in the channel level, it can buy a company similar to itself, such as a doorman service clothing enterprise, and purchase another doorman service clothing enterprise.

As a result, the scale of garment enterprises has been expanded, the market share has increased, the weight of bargaining with other members has been increased, and the market has been expanded, so that the scale promotion and distribution technology can be more effectively utilized.

The channel width of garment enterprises.

The channel width of clothing enterprises is divided into three levels: exclusive distribution, wide distribution and selective distribution.

Exclusive distribution.

Exclusive distribution refers to the exclusive dealership of only one middleman in a given area within a certain period of time.

This is the narrowest form of distribution channel.

The production and operation of famous brands, high-end consumer goods and clothing enterprises with high technical and high price clothing adopt this form.

The advantage of this approach is that middlemen are highly motivated and have strong sense of responsibility.

The disadvantage is that the market coverage is relatively narrow, and there is a certain risk. If the middleman has poor operating ability or unexpected circumstances, it will affect the whole plan of garment enterprises to develop the market.

Widely distributed.

Extensive distribution, also known as intensive distribution, means the use of as many intermediaries as possible in the distribution of products.

The channels should be widened as far as possible.

Manufacturers should understand the basic situation of middlemen, their needs and interests, with low prices and high frequency of daily consumption.

On the one hand, we should adopt a strategy to promote middlemen, such as raising the gross profit margin that the middleman can get, and giving a larger discount on the price, stimulating according to the sales rebate or other incentives.

This kind of clothing distribution method is widely used in standard parts and small tools in clothing.

The advantage is that the market is extensive and potential customers have more opportunities to reach products.

The disadvantage is that middlemen have low motivation and poor sense of responsibility.

Selective distribution.

Selective distribution, that is, choose some middlemen in the market to run the products of the clothing enterprises.

This is an intermediate form between an exclusive distributor and an extensive distributor.

Only in this way can clothing brand management maintain its attractiveness and vitality in a long period of time.

A clothing enterprise with clothing brand awareness will often consider the cooperation between distributors who attach importance to clothing brand construction in order to establish and maintain the image of clothing brand and clothing enterprise.

However, many garment enterprises in China make selective distribution in channel decision making, which is mainly applicable to the purchase items in consumer goods, parts and components in clothing, and some machinery and equipment.

Of course, the garment enterprises that operate other products can also refer to this practice.

If middlemen are properly chosen, use this kind of

You can have the advantages of the first two ways.