With the development of the apparel industry, clothing sales channels and modes is in constant change and innovation, to date, a variety of new sales channels gradually clear, the clothing sales growth plays a good role in promoting.
Therefore, for the clothing production and sales enterprise, understand the domestic clothing market sales channels, is conducive to the smooth progress of the work of enterprise marketing.
One, our country clothing sales channel model
In 2005, China's garment market sales of nearly 500000000000 Yuan, among them: the town is about 350000000000 yuan, 150000000000 yuan for the country, urban and rural between ratio is maintained at approximately 3: 1 is a bit weaker level, this and fast moving consumer goods 3.6: 1 have a degree of similarity. This ratio is more detailed scale and structure, different grades of clothing to choose the suitable sales channels, and carries on the effective channel model design of great significance.
Comprehensive down, shopping malls, supermarkets, clothing wholesale markets, stores, discount stores such as clothing sales are important places, these places, creative sales terminal also exist, such as space, such as online shopping shop etc..
A garment enterprises if not on its own enterprise resources, marketing resources, consumes a trend to have sufficient understanding of the words, it is possible to develop is a direct and competitive strategy.
With the development of economy, the previous luxury began to enter the popularization stage, thereby the different enterprise sales value to distinguish: brand and fashion, practical and cost are the two main branches, that is the top brand and industry giant. One is to create enough fashion and popular, by stimulating consumer brand; one is responsive to market demand, rely on the market and channel to develop implementation strategies within a short time, achieve high market share. In the top and between giant is broad and mixed mode, requires skill and follow the strategy, is the main force of homeopathy.
Currently in China's garment industry, industry or large space, the key problem is how to fully understand their own resources, to find the good enterprise value promotion path, see from the diagram, brand road space without scale road space is large, also shows that the Chinese clothing market development stage scale properties, developed country clothing development trend and our country show level instead, they are brand space than the size of the space. From this chart can be seen, the use of capital and the product structure, the creative implementation of channel combined or integrated manner, in the sales process to establish the group company or joint-stock company form, can do their own brand, this kind of mode in Wuliangye embody obvious. The early stage of development, the enterprise must from production and sales into a brand and marketing solutions provider,
Wuliangye company value rise more quickly, and the diverse modes of operation are inseparable. At the present stage of China, marketing homogeneity and excessive lead to such industrial illusion: big is strong.
( a ) the clothing wholesale market
At present, the clothing wholesale market development has four characteristics:
1 clothing wholesale market has attracted more and more consumers, this part of the consumer for the city, mainly working-class students, migrant workers and migrant population, is in the low part of consumer class.
2 former humble " greenhouse" clothing wholesale market to transform, the commercial type clothing wholesale market in the hardware is almost as great as department stores, but in the software environment to still have quite big difference. These commercial wholesale market stalls still adopts the form, often lack the fitting room, whenever holiday is overcrowding.
3 dimensions of development fast, a lot of wholesale market from the original vendor management has gradually transformed into a large-scale, professional management, in the face of consumers has also undergone a qualitative change, some even become the country's garment wholesale base.
4 traditional wholesale market walks is a low-cost route, in order to achieve the sales promotion. Then from the current point of view, a few clothing wholesale market gradually embarked on a brand of operating the road, creating a unique brand of clothing wholesale market road, of course, is also faced with the price on the issue, after all, the wholesale market is taking the low price of the route.
The clothing wholesale market, the annual turnover of more than 10 billion yuan clothing wholesale market no less than 10; the demand from the consumer point of view, the vast rural areas and urban low income groups in wholesale market of loyal customers. Secondly, as a cheap clothes channel clothing wholesale market, the overall has the following advantages: low price, rich style, style variety renovation speed.
( two) the large department stores
Department store clothing sales channels is important. According to the China National Commercial Information Center statistics, in 2005, the top 100 shopping malls clothing monthly sales of 4902000000 yuan, the average monthly sales of around 50000000; of which the first 20 shopping malls sales of 2157000000 yuan, total sales 44%, average sales of around 100000000 yuan, although the local clothing wholesale market development speed is very quick, but the large department store clothing apparel goods is the main channel for sales, particularly in the high-end brand clothing and apparel sales to department stores, is still as the main channel.
( three) Monopoly chain brand shop operators
Monopoly brand stores in many of the clothing brand sales in the most affinity, with its novel style, unified portal design, be good to hear or see the shopping environment to win the modern people's recognition. Through this mode of operation, both to expand the brand influence and improve the sales.
( four) clothing Supermarkets and discount stores
At present, clothing stores and discount stores will become the main marketing channels is hard to estimate, but it has indeed become a clothing on the market a new scenery line. The supermarket supplies clothing style is often not popular, the price more affordable, quality in general also has promise. There are some brand clothing mainly is to take advantage of supermarket 's popularity to improve visibility and enhance performance, its price and discounts with shopping malls, stores tend to agree.
As for the discount store, both have brand advantage, and the wholesale market price, but most discount product is off-season, but also in color and size to guarantee.
( five) the exhibition as a clothing sales and channel
With the garment industry and economic development, a lot of clothing brands to show as a business development one of the channels. The show has the marketing function, there is a unique function of sales, in the exhibition brought together a large number of brands and buyers, can talk about cooperation, achieve a distribution contract, also can seek the franchisee, its influence can not be ignored. In addition, the exhibition also attracted many consumers.
Also remind garment enterprises, participation is not a purpose, the fol, low-up services and market development is very important, is the clothing exhibition results in an extension, the intention of customers into a real dealer.
( six) online shopping television shopping
New technology and life habits or lifestyle changes, directly led to the network shopping or shopping increased rapidly. Online shopping mainly for paperless office female crowd, is mainly the product image and popular elements; TV shopping its statement sales for a specific function or form of clothing products are particularly effective.
These two kinds of means and department stores, which belongs to the terminal platform to determine the price of a product, the usual product sales in this way can reach 300%-500% premium. For some cheap TV, compared to other media and expensive, it is quite cost-effective way.
China now has hundreds of millions of Internet users, Internet popularity rate faster and faster, speed up the popularization of luxury product updates and penetration rate, the previous hundred yuan clothing, now through such channels to reach 400-500 element is relatively common.
Of course this form also has some limitations, such as product sales in a controllable state, the coordination of the pressure will be greater. Along with the consumer culture continued to deepen, more and more people will tend to choose the unique apparel products, so how to make the strategy of the enterprise, consumer demand and a new way of marketing combination, is a part of enterprise can try sales channels.
Currently in the United States, online shopping is the largest food, followed by apparel.
( seven) the shop
Believe when shop mode, a lot of people can think of shopping malls in the open clothes counter, in fact, the shop mode of their business ideas was compared with the conventional diametrically opposite.
Top brand and practical cost not only the entire garment industry strategic path, a more specific embodiment in the existing terminal using the train of thought, shopping is a premium brand of battlefield, market is not only a sales terminal, is a platform, one by many want to brand enterprise with the money put up by overall quality platform -- to enter the market, consumers are faced with and shop in the street opposite experience -- the dress quality is absolutely no problem, the only problem is the price high.
English ang Zhejiang has for a well-known brand in the big shopping malls in Shanghai the successful implementation of the wrong operation, when the realization of millions of profit. It relates to brand design, product design and so on are not a problem, the key is the product of form, which is ultimately and enterprise terminal strategy together.
In two, the terminal control ability is Chinese clothing enterprises and the key to brand
Terminal for many enterprises is both feared and loved the mixture of contradictions. We in the consultation process is to communicate with customers, and to inspire their true to solve problems for customers:
What brand of products and countermeasure
The same weapon can show different results
In a homogeneous predicament, terminal still go against
Terminal control ability is Chinese garment enterprises and brands the key to success, and this is precisely the current garment enterprises in the sales channels are the biggest problem. Generally considered: not only to the consumer groups were subdivided and research, the marketing channel, terminal sales system has enough understanding, but also improve the quick response ability to the market, so it is possible in the target market success. However, enter, sell goods, consumers who bought the goods it is difficult to control. Considerable money is wasted.
In the terminal market in the process, because of the direct face of the consumer, so it requires as the dealer terminal to have the effective marketing model, marketing means, and quality service attitude. Now a lot of the franchised malls have their own fixed customer groups, this and they are in operation pattern of marketing and quality service are inseparable.
On one occasion, I see a shopping mall are dealing with short sleeves, went to pick one, who knows to short time, found below cover is actually boxed shirt. A look, Zhejiang is a Ningbo factory, both materials and workmanship are good, want to buy more than one, but didn't find the price tag of only short sleeve shirt, the price. Wait a minute, to a female assistant, I asked her, this shirt and short sleeve is the same price? Say not, may be 29 or 39, like the 49, I am not very clear. I said, no price how to sell? He said, may be 39, you check out have a look.
I walked away without demur. This is the terminal, the enterprise must have made entry fee, promotional expenses, there may be promotional staff subsidies, subsidies and other damage, estimation can not sell and unconditional return. The enterprise spends, clerk things done, products are also on display, as if everything is normal, but the product has no sales, small price card and display the location of all lost, so a little put sales opportunities and put apart. Enterprise leaders must hear is the complaints: our brand.
A lot of enterprises are the machinery to 1 meters 2 poster as terminal advertisement, day for TV commercials, speak of terminal campaign that the application fee; quite a number of garment enterprises sales terminals without guidance, supervision, evaluation. Thought on terminal moves is insufficient, therefore, input is always far more than output, many enterprises about terminal as if they are in detail, its essence is still extensive form.
This is certainly the case, but there is a problem is the clothing enterprises generally face. If it is operating wholesale access, it is necessary to use the dealer network characteristics on market coverage, in the product structure and customer set up the main principle is to disperse.
While in shopping malls such money terminal, it is a serious problem. Everybody said terminal success, however, everyone is now attached to the terminal, the terminal after the how to do? How to do?
For this phenomenon, inon proposed "the advertisement terminal, terminal entertainment" profit tools, the company originally dispersed resources direct compression to the terminal, direct sales, forming a break through the core, then the terminal operation and from the general competition entry fee situation to walk out, the terminal mode of operation and a step further, entertainment and services directly to consumers through terminal.
As the majority of garment enterprises, for the end is just to store sales personnel, to spend their own money to drive up the market value is underutilized, spend money to buy such a large place, a few enterprises make full use of the limited space. We think, really popular clothing enterprises need new thinking and way, therefore it is necessary to put forward a terminal management platform is introduced, the terminal management platform is based on the following marketing purposes and is adapted to:
Since joined the entertainment forms, so than the conventional static form more popularity. The terminal management platform for either large or medium-sized enterprises will have more effect on. If the stores and other forms that can play a popular and increasingly popular effect.
