Five Pain Points Of Traditional Clothing Brand Management And Channel

　　 Clothing enterprises The channel itself is not complex, because clothing is a product facing ordinary consumers and needs less support, and the channel model used is nothing more than franchise, wholesale market, general agent, self operated counters or stores, direct sales and so on. But even in these seemingly simple channels, there are many non-standard phenomena. Some clothing enterprises suffer from torture or even die because of the channel.

　 To sum up, the problems of channels lie in the following aspects:

1、 Wholesale pain

The wholesale market is a key link in the development of China's clothing industry. The clothing wholesale markets represented by Guangzhou Baima, Dongguan Humen Fumin, Wuhan Hanzheng Street, Shenyang Wuai, Jiangsu Changshu Merchants City, etc., play an important role in China's clothing industry. They directly promote the rapid development of clothing enterprises relying on their huge network coverage.

But with the gradual maturity of the clothing consumption market, brand clothing will become the dominant market, and the corresponding sales channels and methods are also undergoing fundamental changes. Wholesale is a product of the primary stage of commerce and will eventually be eliminated. Because in the process of wholesale, commodities only bring sales, and commodities that rely on wholesale sales can only be sold in quantity, which in no way helps to build brand image.

Wholesalers fleeing goods is also a thorny problem, because the wholesale market is too extensive, even facing the whole country, it is inevitable that there will often be some cases of staggered fleeing goods, causing conflicts of interest in various markets.

2、 Pain of transformation from wholesale to brand

With the awakening of enterprise brand awareness, some garment enterprises that take the wholesale route are trying to fade out of the wholesale market in order to seek transformation from wholesale to brand management in order to seek long-term development.

Transformation means that the original channels should be adjusted in a large scale. There are mainly two ways to adjust: one is to guide the original wholesale customers and dealers to change their ideas and business methods to do brand management. The other is to replace the original partners and rebuild the marketing channels.

However, it is easy to cause many conflicts when replacing dealers; However, it is very difficult for some dealers to change their inherent business concepts. Many dealers are comfortable with the ease of wholesale, and even if they are reluctant to make brands, they often cannot find a sense.

Many brands still have this phenomenon. On the one hand, dealers have already set up stores in shopping malls, and on the other hand, they can find their products everywhere in the wholesale market. There is still a continuous and disorderly connection with the wholesale market, which has seriously affected the overall image of the brand.

　　 3、 Pain of low quality of dealers

As we all know, the threshold for clothing sales is very low. As long as there is a certain amount of money on hand, you can find a store to start business. So many people who lack cultural and technical background will choose to operate clothing first. In this case, the number of clothing dealers is mixed, and many agents and dealers are not clear about their inventory at the end of a year. Some dealers do not obey the management, and sell at a lower price or fleeing goods at will. It is difficult for clothing enterprises to effectively implement their brand strategy through channels.

Some clothing brand enterprises found that after spending a lot of money to hire popular stars as image spokesmen for advertising, they found that it did not stimulate sales. Later, when they went to check the agent's inventory, they found that there were a large number of brochures, star posters, etc. in the agent's warehouse. It turned out that the agent did not realize the importance of advertising and did not cooperate with the manufacturer's promotional activities, so the effect was natural.

　 4、 Terminal pain

It is the preferred channel for many brand clothing enterprises to open counters in shopping malls. The shopping malls (especially those in big cities) have a wide radiation area, elegant shopping environment, and it is easy to establish a good image of the brand. Moreover, the main consumers of the shopping malls have strong consumption ability and can accept the higher prices of brand products.

But the problem is that many garment enterprises complain incessantly about the management expenses and promotion activities of the shopping malls. There are many promotional activities in shopping malls, such as discount and buy give, which directly leads to the decline of the profit margin of clothing business. However, various public relations fees, entrance fees, store celebration fees and so on continue to exploit the meager sales profits.

Monopoly stores are the main marketing terminals of brand clothing enterprises, but single brand clothing is increasingly lacking in advantages in market competition. The excessive competition in business makes clothing stores everywhere today. A little dissatisfaction will lead to the loss of customers.

The coexistence of direct marketing and franchise will also lead to various contradictions. In contrast, self run stores have advantages in operation, such as more exquisite decoration of stores and more timely delivery of goods, which are unmatched by franchise stores. Because franchise stores are often at a disadvantage in the competition with the self operated stores of the company, and their mentality is unbalanced, it is easy for them to take some abnormal competition means to increase sales, and as time passes, they lose confidence in the brand management.

　　 5、 The pain of channel business fraud

This kind of thing usually happens to some well-known brands, because clothing products are easy to imitate. In order to seek higher interests, some large clothing agents would not hesitate to produce fake brand products, stick brand names and sell them at high prices. It may hurt the interests of manufacturers, or affect brand reputation.

The first small commodity in central China wholesale market Wuhan Hanzheng Street is active in a large number of garment counterfeiters. At the same time, they are also large wholesalers. They represent many domestic and foreign garment brands, and they also have their own factories or OEM partners. Because clothing products are easy to imitate and difficult to prevent counterfeiting, in order to seek huge profits, they tend to focus on some best-selling styles, and then change the trademarks and packaging of their counterfeit products, counterfeit brand products, and then by relying on the channel network established by the agent of the brand, they will continue to send the imitations to the formal channels.

Learn from the pain, how to stop the pain? How to standardize the sales channels of clothing products and enhance the sales force of the channels? I think it should be standardized through the following ways:

　 1. Scientific channel planning and design

How to position the clothing brand, we need to position the channel according to the same idea, and determine whether the sales channel will be dominated by wholesale, exclusive stores or shopping malls. Don't blindly pursue quantity in the construction of channel outlets. Healthy channels tend to have more sales force than large and empty channels. Some enterprises blindly pursue the number of terminals, but lack effective management of terminals. Bad stores will disrupt the market order, which is more than gain.

　 2. Strengthen channel diagnosis

Enterprises should often check and diagnose their own marketing channels to find and deal with various problems in a timely manner. Many enterprises lack effective management measures for terminals. If conditions permit, external brain can be introduced. Please consult the planning company for regular diagnosis and guidance. Even if this is not possible, internal training can also be carried out to analyze, find and solve problems.

　 3. Strengthen channel governance and punishment

There must be strict measures to control channels. Dealers who violate the system cannot be tolerated. If the black sheep are not removed, they will not only make them worse, but also affect the normal business order.

Barcode management or special technical treatment of products can help prevent goods from fleeing. It stipulates the national unified retail price for products, stipulates the minimum discount sales range, and resolutely punishes dealers who violate the company's price policy. Although it will cause some pain in the short term, it can standardize the channel price system in the long term.

　 4 Brand breakthrough

No matter how the channel is positioned and managed, if there is no excellent product and loud brand building, the dealer will not make money, and eventually it will end up empty. In the final analysis, the competition in the clothing market depends on building brands to win.

The homogenization of clothing products is serious. It is either imitated by others or imitated by others, which has no vitality. Only by distinguishing them through brands can brands not be annihilated in the vast market. Therefore, enterprises need to have the courage and boldness to break through the brand and operate channels as brands. I believe that if one day Chinese garment enterprises can make their own Armani If it can become China's Zegna, then it will no longer have to worry about its own channels.