How Should Garment Enterprises Cope With Channel Deformation?

Although the annual output value of the enterprise increased by more than 2 times compared with that of the processing period, the profit and profit rate was only 80% and 64% of the processing period.

Dealers in various places have a large turnover rate. In addition to some cities, the annual turnover rate of some two level market dealers is about 25%, and nearly 1/4 dealers have to change each year. This also causes some of the goods to become dead accounts and can not be recovered.

and

The sales outlets of the land have also been pferred with the replacement of distributors, resulting in the situation of no fixed sales.

The brand image is always uncertain in the market, so the loyalty of the consumer group is very low, which can not reach the effective consumption cycle, and the product sales are highly volatile.

The boss always sighs: it's better to continue processing.

In the market environment, we can understand the image of marketing channel as a long and stable sales channel in the circulation, from the manufacturing end to the consumer side, and eventually become a commodity.

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China's production enterprises and distributors are inheriting relations in the commodity supply chain. Driven by economic interests, the two sides establish a commodity circulation channel.

For garment enterprises, whether the marketing terminal is healthy and steady has become one of the core competitiveness of enterprises.

Therefore, the relationship between enterprises and distributors relying on the chain of interests will inevitably lead to disputes due to the division of control rights of marketing terminals. What follows is the biased formulation of marketing policies, the unauthorized marketing of marketing models, the misunderstanding of channels, and the ineffective implementation of policies. The channels of many garment enterprises deviate from the original track, which also leads to the contradiction between enterprises and distributors.

By this time, the path of product marketing has changed from "Feng Jing" to "Ma Liang".

Fujian Shishi A

Originally engaged in garment export processing, with the rise of the domestic men's wear market in the mid 90s, it began to pition to branding, and invited Hong Kong and Taiwan stars to endorse their products.

At the beginning of the brand building, with the advantage of capital and production, through a large number of advertising and launching of key cities on the ground, in the late 90s, it entered the famous menswear brand in China.

In addition to the western part of the country, there are a number of distributors in the provinces and major cities. There are more than 160 stores in China and more than 1200 sales outlets in China. The sales performance of the company has increased year by year.

But from the production and Finance Department of the clothing enterprise, we get another set of data: the average monthly return rate of the enterprise is only 46%, and the sales of products often can not be settled for a long time. The marketing department has the reputation of coordinating the management of distributors, the actual content of which is to destroy the goods and prevent similar dealers from exchanging goods with each other. The planning department has been making different plans in terms of brand appeal language, advertising and other aspects in the past few years, making the image of the brand more and more unclear in the consumer group, while the production department has the special person responsible for unsubscribe or season changing goods, and will remove the trademarks and sell them to wholesale markets everywhere.

We see the essence through various phenomena.

The clothing enterprises and dealers in the vortex of contradiction are tightly linked by the two chains of commodities.

From the perspective of market functions, enterprises consider producing more and better quality products, occupying the market and quickly returning funds. Dealers consider how to sell the products most simply and get the highest profits. From the form of operation, the enterprises are faced with large areas and groups of wholesalers, distributors for small areas, and individual retail. In marketing management, the advantage of enterprises lies in the scale manufacturing capacity of products, while dealers are outstanding in product terminal sales ability.