New Pformation Of Traditional Channels And Information Pformation

With the change of social information exchange mechanism and the overall improvement of management level, competition among garment enterprises will show new characteristics and become more intense. How can enterprises survive in competition?

How can enterprises stand out in the future competition?

For most enterprises, the traditional channel management technology and management tools have been used for many years. It is difficult to use these technologies to improve channels. But if we focus our attention on new information technology and new methods, there should still be a lot of space. This has been fully demonstrated in other fast consumption channels management.

At the same time, foreign practice also shows that if a clothing enterprise can make use of information technology to manage the supply chain information, logistics distribution information, customer capital and credit information, channel marketing information and channel knowledge management information, and help enterprises optimize the logistics and capital flow in the sales channel, it will inevitably lead to the channel management level of other enterprises and become the leader of the industry.

However, the informatization of channels is not as simple as imagined. From the current situation of clothing enterprises, channel informatization is still in the exploratory stage: some enterprises try traditional chain retail business systems, such as AI's GEO system; some implement large-scale software products, such as SAP, UF's distribution system, etc., some of them implement small and medium product software, such as Shanghai Bojun's E-MAX brand distribution system cooperation, some even develop customized distribution system, but so far, there is no mature solution recognized by the industry.

Based on the current situation, how should the channel informatization of clothing enterprises be planned?

And how to implement it?

In order to achieve real upgrading and improvement of traditional channel management level.

The management consulting firm believes that the following two points should be grasped: making specific and clear project objectives and carefully grasping the characteristics of individual enterprises.

The goal of channel informatization is to set up channel information system.

Goals are not only the criteria for judging the success of a channel project, but also the fundamental program for resolving project conflicts.

If a project has clear objectives, it is possible to achieve common goals and common interests as a platform to ensure the correct direction of the project in the event of a conflict.

Objective 1: strengthen terminal management, and enhance the channel efficiency as the primary goal. Implement the information of channel terminal (including agent terminal), manage the sales volume, price, inventory and consumer information of the terminal, not only help to improve the execution of the enterprise, but also play a very important role in the daily operation of the enterprise and the high-level decision-making.

Therefore, channel informatization is first of all, the information of terminal stores.

In the channel business operation, domestic enterprises are mostly done by manual way, usually once a week or even a month. Information lag is not conducive to enterprises to respond to the market in time. The whole information flow is based on paper and manual reports, and the accuracy and availability are poor. Moreover, the information pmission from the channel to the enterprise management layer has to go through many links, and the data are easily distorted.

In the implementation of information projects, we must make targeted planning for these ways. We should not just shift these tasks to computers, convert paper media into electronic media, and convert paper books into electronic accounts.

In order to truly realize the management value of informatization.

Foreign enterprises have many years experience in channel informatization. They can control the information in real time and make use of these information to make decisions, so that the turnover period can be greatly reduced, and even continuous sales and production can be achieved.

Taking ZARA as an example, in order to ensure the speed and accuracy of information, a balanced communication method is designed in the management of channel terminals. The information of exclusive stores is pmitted to offices and headquarters by special lines. Under the premise of ensuring the management of office affairs, it also ensures the accuracy and timeliness of headquarters information.

Only at the beginning of the construction of information project can the goal be determined so as to achieve good results.

Objective 2: channel informatization must focus on agents' planning and construction. Agent management is an important part of channel management.

Because of its massive storage, computing power and cross regional characteristics, information technology plays a very important role in establishing an agent oriented service mode, pursuing agent satisfaction and loyalty, and it can not be replaced by other ways.

To communicate with agents, for example, before channel informatization work, communication with agents should rely on the consciousness of each salesperson. Visits, telephones, fax management, marketing activities management, complaints management and other businesses are all self governed. They can not see the whole process of agents and enterprises and agents' overall picture, so it is very difficult to improve the satisfaction of agents.

After implementing the channel informatization, it will improve this bad situation, organize information around specific agents, and provide product knowledge, sales experience and other platforms, so as to improve the agency's satisfaction and loyalty.

How to grasp the characteristics of enterprises in information technology of the channel? Suggestions 1: to build up a channel information system, we must sort out and optimize the business process. "Information system is advanced and unquestionable, enterprises can only manage well only if they need to use it". "This system can realize the function of large area management, so our choice is correct".

For this reason, our suggestion is that we should have a thorough and thorough understanding of our current work process, and reconsider the work process according to the characteristics of information technology. In this way, we can truly achieve the smooth flow of information through the construction of channel informatization so as to avoid the dilemma of repeated repair of information systems.

Take channel inventory management as an example, before carrying out the information work, we must thoroughly explore the inventory business. There are several levels of inventory in the channel. What is the status of these inventories and whether there is any possibility of improvement or improvement in the future? Only by clearing these things can we really know how much inventory is controlled, where and where the goods are in the channel.

Recommendation 2: building a channel information system should focus on the bottleneck problem of the industry.

A sales volume of 1 billion enterprises, the number of counters can reach 1000, the channel management level as many as 4-5.

Information construction must study the accuracy of hierarchical data aggregation, and study the concurrent pressure brought by business scale to the system.

The second characteristic of channel is geographical dispersion.

Clothing stores are scattered throughout the country. How to deal with the data synchronization and terminal system maintenance is the problem that must be studied in the construction of channel informatization.

The third characteristic of channel is multi brand.

In order to maximize the channel profit, garment enterprises usually operate several brands at the same time. At that time, the channel information system will be required to manage the data of multiple brands simultaneously. How to manage and summarize these brand data is also a problem that should be studied.

The fourth characteristic of channel is business diversity.

For example, the diversity of channel promotion types, such as discount, combined goods, buy gifts, full discount of ten kinds of discount, VIP bonus points and so on, must be well prepared before the implementation of informatization, so that it is possible to do well the informatization work of channels.

Recommendation 3: building a channel information system, we should also pay attention to the ease of use pformation and pre implementation training. There is a very big difference between the channel management system and the production management system, that is, there are many users and frequent operations, so the ease of use of the system is more important than the production management system for the channel management software.

If the ease of use of the channel system is not considered enough and more than one action is taken, the cumulative annual turnover will be tens of millions of repetitions.

Standing in the user's perspective, this is intolerable.

The distribution software of a large channel in China once neglected the ease of use, which led to the abandonment of the whole system.

Therefore, for the channel information system, we can not simply evaluate the angle of function, and put considerable effort into ease of use pformation.

In the implementation of the system training, the quality of the channel staff in the garment industry is uneven. The sales staff of the franchisees are not even able to use the mouse. They often feel helpless because of some small problems in the computer, thus affecting their normal work.

In order to improve this situation, we must strengthen the training work and carry out activities of mutual aid and mutual learning. Only in this way can we truly move the channel.

Channel is an enterprise's market oriented antenna.

An effective marketing channel often changes with the market changes. It is precisely this change that results in the diversification of marketing modes, the richness of marketing activities and the variability of channels. On the one hand, these characteristics are the advantages of enterprises, and deserve to be carried forward. On the one hand, they also pose challenges to the informatization of clothing channels.