Brand Direct Battalion Must Be Saved.

Whoever masters the channel will master the terminal.

Direct battalion is one of the most effective means of mastering channels.

In the development process of garment enterprises, there is always a stage suitable for direct operation mode.

The shortcomings of domestic clothing enterprises in marketing concept and market operation are mainly manifested in the three core issues of enclosure, profit and brand.

In 2008, the most influential words in the clothing industry were "business model innovation".

From ITAT's "iron triangle mode" to the online sale of PPG, from the virtual operation of meta's bonwin to the rebel collector of birds in Wenzhou mode, all of them rely on the innovation of business mode to achieve the upgrading of brand value.

Some clothing enterprises save the cost of entity stores through catalogues or Internet, and pfer the cost to advertisements, launching the frenzy of clothing online sales; others make use of other garment enterprises to establish long-term cooperative relationship for their own custom-made production, take the road of brand management by themselves, adopt the franchise chain management mode, constantly change their business models, and innovate the property right structure, system construction, brand design, product development and marketing network, and complete the pmutation of family business to the public company.

The essence of business mode innovation is the innovation of sales channels.

In many sales channels, the direct store mode has been favored by domestic clothing brands.

Direct production of Direct stores can directly shorten the chain of agency, reduce the level of agency, enhance the final control of sales terminals, and achieve higher profit returns. It will help to respond quickly to consumers' feedback, further improve the evaluation system of suppliers, such as fabrics, accessories and garment processing, and refine service standards. The pition of supply chain management from extensive to meticulous will help enterprises control product quality.

Ningbo's clothing enterprises prefer to set up direct stores in prosperous commercial districts.

Wang Mingfeng, deputy general manager of Ningbo Taiping bird Limited by Share Ltd, said: "the emergence of Direct stores has changed the past sales mode dominated by shopping malls and supermarkets. Intensive sales outlets not only enhance the visibility of the company's products, but also bring brilliant sales results to the enterprises.

The sales performance of the 3 retailers is not affected by location concentration. "

The Taiping bird costume has broken through the past one city and one shop, and has developed into one city, many shops, and even many shops on one street.

At present, Taiping bird's clothing has 3 thousand square meters of retail outlets in Ningbo's most popular shopping and leisure place, with a total area of more than 3000 square meters, while the stores are not 100 meters apart.

Such a momentum is not only in Ningbo, but also in other cities and other garment industrial clusters in China.

In the "Tianyi Square" in Ningbo, a few steps are the birds of peace.

The Pacific bird uses the pressure principle to create the advantage of the cluster. Although it has weakened the flat sales, it attracts the attention of consumers, and the periphery is also duplicating.

Whoever mastered the channel will master the terminal.

Direct battalion is one of the most effective means of mastering channels.

Because of the high-end positioning of the fig woman produced by the fago group, Shi Yun, chairman of the company, is keen to make fig women's clothing enter the high-end shopping places such as Yansha friendship mall and Hangzhou Tower.

But when choosing a brand, the high-end shopping places prefer the famous foreign brands, which makes the fig women's clothing in the sales channel not too low.

But fig soon found a suitable sales channel for its own development.

Shi Yun said: "the group plans to set up two direct outlets in cities above the provincial level in the south, extending from south to north.

Each store invested 1 million yuan in marketing costs, covering an area of 60 to 80 square meters, and insisted on the annual investment of 15 million to 20 million yuan. It is estimated that within 3 years, the profits of fig women's clothing can be balanced in its R & D, design and advertising costs.

Despite the difficulties in running its own brand, fig is still committed to managing its brand.

Direct businesses are directly operated by the manufacturers. Some powerful brands often prefer to directly run the business, invest directly in shopping malls or open stores in the prime locations, but the domestic clothing companies can hardly go straight to the end if they are directly engaged.

There is a certain degree of "acquired deficiency" phenomenon in the marketing concept and market operation of domestic clothing enterprises, which seriously affects the development process of Direct stores.

Its shortcomings are mainly manifested in the three core issues of land, profit and brand.

For the clothing enterprises that are committed to developing direct outlets, the enclosure problem first lies in the site selection.

In the central urban area of the first tier cities, it is difficult to find a suitable facade for retail outlets unless there is a high price competition.

The opening of a new property often attracts many clothing brands to go to the market, resulting in a high level of rental housing.

At present, the best way to solve the problem of location is to cross regional business and expand to the two or three tier city market.

It is a common problem for enterprises to raise their profits.

The profit of the direct battalion is not up, but it can only be closed at last.

The success of a direct store is not the number of shops, but the whole operation system explored and established in the process of direct operation. The key is to see the execution ability of enterprises.

Brand problems are mainly manifested in 4 aspects: logo identity, packaging individuation, loyalty and premium capability.

How to let consumers bypass other clothing stores and run to your store is a problem that all enterprises must face and need to solve.

Because most of the problems faced by setting up direct stores involve enterprise energy, most garment enterprises choose the mode of joining and directly running mode.

However, there are some contradictions in this mode, especially in the same area, which will be exposed.

Generally, Direct stores enjoy superior resources and enjoy absolute advantages in terms of price and so on. In order to maintain their image, manufacturers will have greater input in decoration, image building and advertising promotion, while dealers are lacking in strength due to their strength and will inevitably be at a disadvantage in appearance.

During the development of garment enterprises, there is always a stage suitable for direct operation mode.

To a certain extent, "direct battalion breakout" reflects the urgent mentality of enterprises in mastering the channel of marketing strategy, and it is the continuous exploration and perfection of channels that have formed the breakthrough and innovation of Chinese clothing sales channels.