How To Formulate Channel Policy For Garment Enterprises

along with Clothing market With the increasingly fierce competition, the corresponding incentive channels and forms are changing and innovating. Therefore, we need more exploration. There are many factors involved in the formulation of channel policy. The author will make two points before discussing: because the product has lag in the other three stages except the import period, the author does not discuss the product life cycle. In addition, this paper applies only distributors who have relatively rational decision-making, large digestion capacity and small unit cost.

　　 Brand has no advantage.

Some clothing companies holding excellent brand resources will rely on their brand strength to control the inventory of distributors. Especially during the closing stage of the company, the pressure of business personnel will force distributors to eat some more goods. If there is not enough strength to compete against this brand strength to decompose the main energy of distributors, the acceptance of channel policy will be hindered.

　　 Slow response and execution speed

It takes more than half a beat to win the market.

If the above three situations occur, enterprises must make corresponding compensation to grasp the policy formulation. Brand inferiority can be made up by greater price difference space or other rich rewards. In the process of competition with rivals, it is necessary to invest more in the market cost than the opponent. The distribution layout is like the mental state of the people, and it can't do anything well under the irritable mood, so it needs to be adjusted in time, not temporarily. Sale Sales pressure is overcautious, which will become more and more tired, and policy costs will also be extremely wasteful. The speed of reaction and implementation requires the business personnel to have rich market experience, insight and management ability, these conditions can only rely on their own efforts to accumulate learning.

　　 Do not blindly define policy forms.

Some sales managers like the price strategy when they finalize the channel policy form. How much money can the company give us to the operating space, and how much the price is lowered, the effect of shipment is obviously fast. In fact, distributors sometimes do not really expect products to have price promotions, especially for products with faster circulation. On the contrary, price promotion will only break the price balance to a certain extent, intensify the competition among distributors, and do not make them grow and develop because of the support of the company.

To finalize an effective and feasible channel policy, we need to do enough research. That is, sales personnel go deep into the market, study the current situation and demand of distributors, choose effective demand, and have a definite goal. Furthermore, we must cooperate with the company's market development goals so that distributors and enterprises can enjoy common interests.

　　 Adjustment and continuity of policies

After the devolution of the channel policy, it is not always possible to achieve the desired effect, because there may be some deviation in the investigation and analysis of the distributors, the insufficient promotion efforts of the suppliers, and the same policies or other unforeseen circumstances that the competitors have also dropped on the same day. When considering whether the policies need to be adjusted or adjusted, they must make decisive decisions.

This is a serious assessment of distributors and channel policies. If it does not achieve the desired effect, the policy will either stop or adjust immediately. Stop can save costs, adjust is to increase sales.

For continuity Channel policy The author suggests two points. First, the intensity of the policy should be phased down, so that the distributors feel that each policy is more favorable for the future, so that they can dare to buy goods; suppliers can increase the intensity of policy input when the sales volume of products is changed from a slump. Two, the continuous channel policy is the price promotion in the first round. If the second round is going to increase in intensity, it is better to use the non price form to transfer the line of sight of the distributors so as to weaken the conflict of manufacturers.