Clothing Industry Channel Obsolete Competition Disorderly Criticism

How many retail stores are there in the country? In the past 1997-2012 years, in the past 15 years, the number of stores in the top 100 enterprises of chain retail has increased by 30 times, how many times it has grown, and how many garment enterprises in the country? Only in 2015, the 10 brands of the mainland clothing industry have closed 10000 stores! The surplus has many garment enterprises? The surplus capacity, lack of innovation, marketing aging, channel congestion, terminal saturation, which is the harsh marketing environment facing our garment production link today.

A large number of garment enterprises, a large number of clothing products, crowded in the aging, the same sales channel, tens of thousands of terminal stores, and on display these same gene, face alike homogeneity products, for a single brand, can talk about channels and terminal efficiency brand several? In 2015, clothing discount, sales promotion phenomenon is prominent, the average price of clothing paction is significantly reduced.

In the first half of this year, the growth rate of clothing sales dropped by 1.3 percentage points over the same period.

- growth is weak, channels are aging, and terminals are maintained through frequent promotions. How long will it be for the clothing industry?

As soon as our products come out, they go to the distribution channel and go to the same track of sales channels, and all our data is that the middlemen and the channel operators take the quantity and know nothing about the customers' thinking.

If these channels get a bad volume, the product will die.

This lazy, innovative, passive traditional channel marketing, in this era of excess, many products can not wait for exciting performance, but quietly waiting for death.

"

The happy time of king is derived from the age of material shortage.

For the production enterprises, they have already entered the age of "consumers are king". They sell their products as "grandchildren", but the clothing industry is still "filling the gap", changing the relationship between supply and demand, and changing the thinking and ideas of enterprises.

Many enterprises know this truth, but when they organize product development and production, they forget the market and consumers. They always hope for the traditional channels and discount promotions.

In addition, the high cost of channel operation has forced clothing companies to continuously raise the retail price of products, but the quality is being discounted, and consumers have to accept low cost goods.

Enterprises are hoping to channel their efforts, ignoring product innovation and brand building, ignoring quality control, and the large number of products on the market like flash in the pan, and the brand value of domestic garment enterprises is constantly evaporating.

Internet era, quality era, consumers are king times.

We should renew our ideas, readjust our marketing thinking, integrate internet marketing and traditional marketing techniques to bring new marketing power into full play.

The integration of online marketing system, vertical marketing system and level marketing system, avoiding congestion, scientifically planning distribution channels, and developing effective marketing channels are the tentative ideas for many product marketing in the future. I think clothing brands and garment enterprises are worth a try.

FADFOCO's brand collection stores catch the shopping psychology of modern consumers in pursuit of personality, fashion and trend. At the same time, they have a rich product line to extend the stay time of customers.

FADFOCO's new situational shopping mode, which integrates designer brand and diversified Experience Hall, is undoubtedly a brand new marketing channel and experience platform for garment industry.

As a diversified life hall, FADFOCO not only adds more experience to life, but also creates a relaxed atmosphere for the whole environment.

The overall design of the site, lighting, hue and product display combined with the visual needs of the new generation of consumer groups, and presented in a more innovative shopping scene.

KM brand experience shop has both brand promotion and fashion.

。

KM brand experience store is a KM direct store, also a collection store of KM brand products. The new products on the production line will arrive at these City stores on time, and show them to young consumers at the first time.

Each three line or more city will have the flagship store of this brand, the fashion and home products favored by the fashionable people of post-90s.

Stores will promptly collect the feelings, evaluation and demand information of these KM main customer groups after 90, and feedback the headquarters for the first time.

Developing terminal stores to solve the resistance of channel marketing is an effort for KM to build its own marketing channels.

Like this storefront, KM invested 6 hundred million in 2016, adding 300 new businesses, trying to break through the shackles of traditional marketing channels effectively.

The marketing channel of clothing is wholesale and retail, with distributors in the middle.

The forms of these channels are the various markets and stores, agents, stores, department stores and shopping centers that the manufacturers look for or hit the muzzle.

But this era is no longer the economic environment of the scarcity era, and today's channel marketing mode and style are related to the genes in the era of material scarcity.

So until now, our brands and enterprises are still aware of their products in the face of their products.