Busen'S Gold Medal Terminal Has Achieved Remarkable Results.

The three link will become the main support, namely brand, channel and product. If the clothing enterprises are compared to one person, then the brand, the channel and the product correspond to the brain, body and weapon. The combination of the three determines the combat effectiveness of an enterprise in the market. Among them, the body (i.e. the channel) plays the role of connecting the preceding and following. It can be said that the channel is the basis of the operation of the garment enterprise. Nowadays, the competition among the garment enterprises is becoming increasingly fierce around the channel, and the direction of the channel construction is also changing. Busen clothing has completed the evolution through three means: refinement, speediness and flattening, and has gained its dominant position in the competition of the same industry. If the business activities of garment enterprises are properly simplified, there are

Refinement:

Since the "gold terminal" marketing strategy was put forward in 2006, Busen has devoted great efforts to the construction of channel terminals. In order to create a distinctive brand image, the brand strength, product quality and enterprise idea have been supported by the channel, and the terminal store has been fully reflected, Busen has carried out a large-scale rectification.

From a big point of view, we should focus on

Busen has abandoned the mode of blindly advertising and expanding the number of stores in the light of quality and loyalty. Starting from improving channel management capabilities, terminal image and single store profitability, it has refined the way of management, and gradually promoted the construction of gold terminal, and found the path of sustainable development.

Speediness: upgrading of management system

In terms of marketing, the company's internal market management structure has been straightened out, the staffing of the development department and the training department has been strengthened, and fresh blood has been delivered. The market supervision system of the company has been strengthened.

With the development of men's clothing industry, the competition among enterprises is more reflected in the implementation process. The homogenization of products, the homogenization of marketing means, and even the homogenization of channels are the key elements that determine the success or failure of an enterprise.

In order to further enhance the management level and service level of the terminal, the company signed a strategic cooperation agreement with China Research International on the basis of the original training, conducted extensive and in-depth training for the head office and the general agent marketing center personnel, and imported a complete management system to effectively enhance the combat effectiveness of all Busen terminals in the face of market competition.

Many general agents are based on this concept, constantly improving their management level, strengthening team building, recruiting professionals, strengthening the management of the market, and equipped with the excellent time ERP system according to the requirements of the company, monitoring all sales data in real time, and making rapid response to market demand.

Flat: the rise of branches

In the past two years, Busen has gradually emerged as a force that can not be ignored, especially the Hefei branch and Guiyang branch.

The establishment of Hefei branch and Guiyang branch was not very long. The Hefei branch was established in 2002, and Guiyang branch was set up later. It was only two or three years. But the development of the two branches overshadowed many provinces with many years of agency system.

The reason why branch companies can rise rapidly in such a short period of time is due to the use of the advantages of branch management and the strong support of the head office.

The main advantage of the branch mode is to shorten the supply chain and management radius, streamline the sales process, reduce the cost of sales, reduce the profit loss in the sales link, and the branch directly confront franchisees or open direct stores, thus eliminating the cost of intermediate links and increasing profits.

Because the branch is directly affiliated to the head office, it can better accept the latest management concepts and marketing methods, and quickly promote it in its jurisdiction. This is also an advantage of the branch.

The disadvantage or disadvantage of a branch is that it increases management difficulty (for leaders of a general company and branch leaders) and requires strong financial strength.

For the head office, branch offices are not easy to control and increase the number and expenses of in-service staff.

For a branch company, it is equally difficult to manage all the franchised stores in the jurisdiction and make them profitable.

Therefore, the support of the head office is very important to the branch company. Only the support of the head office can solve the disadvantage of the branch in terms of management and capital.

For the head office, it is also happy to see the growth of the branch, because the rise of the branch is far more important than winning more profits for the head office. The branch provides a practical platform for the head office, which strengthens the hematopoietic capacity of the talents. At the same time, the branch can provide the company with the most timely and accurate market information so that the head office can respond quickly to the changes in the market.

The branch also provides a practice model for the general agent of all regions, which is more convincing than oral expression.

In the future development layout, Busen has been placed in a more important position by Busen, which has become a channel of Busen's limited development.

Of course, Busen is far from perfect. Brand promotion, ERP system construction, product design capabilities and so on still need to be strengthened. However, the positioning of "parity fashion" has reserved huge room for Busen's future development. With the improvement of Busen's channel building capability, I believe Busen will catch up with the pioneers of parity fashion and move towards new heights.