Strategic Power Of Garment Enterprises' Channel Mode

Channel is an important part of marketing, is the lifeblood of dealers, and it is also an index of the most important investment of factory investment.

The clothing marketing department has investigated various markets in Mianyang, Chengdu, Nanjing, Xuzhou and so on, and found that many enterprises are concerned about this industry opportunity, but no brand is mature and effective.

Terminal mode.

Most brands are looking for the next batch, competing for supermarket display rack space, random sales.

In marketing these years, I personally think that clothing marketing can be regarded as a teacher in all industries.

And how to apply the strategy and tactics of clothing marketing to the blue ocean industry we have seen and play a strategic role is a topic that every marketer should devote himself to.

I remember that clothing brands always suit their positioning and mode in the actual marketing of regional marketing, and the main channel and flank channel are separated. Some are mainly monopolized and group buying.

It is an indisputable fact that clothing competition is heating up. Therefore, clothing brands must study the way of survival, insert limited resources into main channels, blow up, and then use flanking channels as auxiliary.

This is also the channel terminal mode of most successful clothing brands.

However, the Chinese clothing market has been developing in a low-key way for nearly ten years.

It is the strange situation of the entire garment industry to rush to display, promote sales, dig group buying, take advantage of tactics and tactics.

After meticulous research, Sue Gherardi's marketing personnel rectify the channel terminal mode of clothing, and put forward the "A+B+T" channel terminal mode.

"A" stands for

Store or KA channel counters, select a high quality section of the target market and several high quality KA, and integrate the brand store and the special counter mode, integrate the brand image and the terminal vivid system, and establish the commanding height of the brand decisive battle.

It is best to enter the counter by way of joint deduction.

This is the main channel of clothing.

The main channel is responsible for brand image upgrading, product sampling, sales volume reaching, word of mouth communication and so on. Therefore, we must do the following:

1, high-end design, exquisite decoration, display the good image of the enterprise and brand, including soft power, such as professional, service and reputation;

2, execute the terminal lively system, do a good job in product display, sample, maintenance, tally and so on.

"T" is the first letter of group buying.

A and B are the decisive places for clothing brands, which enhance brand awareness, reputation and recognition, and pave the way for group buying.

We have to admit that more than 70% of the clothing in China is being digested by group buying, especially the welfare of enterprises and institutions.

As the decisive channel of clothing, group buying should not only do well in the preceding two channels, but also need core elements such as good resources, fine service, gift wrapping line and so on.

After such a distinction of clothing channels, we are more clear. The core channel and main channel are the main channels of clothing brand performance, and the springboard of brand strength. At this time, enterprises should not worry about gains and losses, and haggle over each other, because the energy of the main channel is related to the ultimate trend of the brand in the target market.

In terms of resource allocation of auxiliary channel terminals, tactical tactics can be used more frequently, such as festivals and other time periods, to promote sales activities and advertising by using the atmosphere of the shopping mall, so as to expand the popularity and experience of the game, so as to win the game skillfully.

How to give full play to channels

Strength? This is a problem that no enterprise should ignore.

Channel mode can change the rules of the game and change the market structure.

After market research, Sue Gherardi developed a channel terminal mode suitable for brand, suitable for distributors and suitable for the market, and subdivided and allocated resources, bringing about a revolutionary change in clothing marketing in China.