How To Choose Channel Distribution Mode For Clothing Enterprises

Suitable for enterprise product sales

What should be? How to choose the best channel to maximize sales performance? It is a commonplace to discuss these channels now. However, hundreds of enterprises that I have contacted are on the simplest problem of channel distribution, which has led many enterprises to go to different directions, resulting in the waste of resources and no satisfactory results in the process of selling. In the end, thinking of doing well in the market results is a crushing defeat, putting forward the "four step management" path to solve the problem of channel distribution, hoping to help enterprises to optimize their channels.

First step: comprehensive design of channel distribution mode

Admittedly, when planning a channel model, enterprises can take into account more channels to make positive contributions to the growth of sales performance of enterprises, plan the channel mode of enterprises, and intensify management: realize the intensification of management resources.

If the enterprise mainly produces and supplies raw materials, it can authorize sales to a brand operation company, or build B2B or B2C e-commerce platform, so as to realize the simplification of sales channel management.

Close relationship: directly into the relationship between the enterprise and the terminal.

Manufacturers can consider setting up their own franchised stores or franchise stores. Of course, the establishment of these stores can be directly operated by the manufacturers, or can be operated by brand operators.

Enumerating according to the above thinking dimension, enumerating all channel modes that can be operated, we should classify them according to the operational characteristics of channels, so that we can organize professional salesmen to carry out operations.

The second step: accurately select channel distribution mode.

According to the above contents, it is easy to see that there are many ways to distribute the product channels, but what are the specific channels of distribution mode suitable for enterprises or enterprises can operate? In this regard, we should adopt cut-off management thinking to choose.

The practice of channel distribution mode is to achieve

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According to the performance management principle of the balanced scorecard, it is easy to find that the output, input cost, exit risk, resource matching, operational capability, market competition and distribution mode influence on marketing performance (brand performance) have a direct and direct impact.

And what channel distribution mode can enterprises choose, we should weigh the above key factors.

The following example is a biphasic weight assessment method that I summarized.

The third step: the implementation strategy of channel distribution mode.

After selecting the channel distribution mode accurately, the higher the score is, the higher priority should be.

What is this? According to the principle of the channel distribution mode resonance that I studied before, we also have to look at the sufficient and necessary conditions for the implementation of the channel's priorities, because there is a promotion and guidance between the distribution patterns, or the effect of retardation and obstruction.

In this regard, we can use the following table for priority assessment.

According to the evaluation of the trademark content, we can see that the higher the distribution mode has more promotion and guidance for other channel distribution modes.

So in the following practice, first of all, the expansion of the distribution mode will have a positive impact on the expansion of other modes, and have a multiplier effect on the overall expansion and brand building.

After that, we can put the channel distribution mode into the Boston matrix according to the importance and priority, and we can get the best practice path of the channel.

After choosing the path, the enterprise is in the process of practice, from the top right corner to the lower left corner.

The positioning of channel distribution mode is gradually implemented strategically.