Problems In Marketing Channel Decision Making Of Garment Enterprises

Insufficient incentives and constraints

Lack of motivation and restraint is another misunderstanding of channel management in Chinese garment enterprises.

Generally speaking,

After choosing a good clothing marketing channel, we should often guide and encourage middlemen, so that middlemen can cooperate sincerely and fulfill their duties.

In order to do incentive and restraint work, manufacturers should understand the basic situation of middlemen, their needs and interests.

On the one hand, we should adopt a strategy to promote middlemen, such as raising the gross profit margin that the middleman can get, and giving a larger discount on the price, stimulating according to the sales rebate or other incentives.

From a practical point of view, after the choice of good intermediaries, the bilateral relations in China have not been repaired, maintained and adjusted through timely and appropriate incentives and constraints, resulting in conflicts and even economic losses between manufacturers and middlemen.

Such as conflict of interest in the cooperation, the manufacturer only wants to collect money, borrow the chicken to lay eggs, and emphasize his interests with bigotry. Therefore, we can see that the incentive and restraint of the channel members play a very important role in the channel management, which is an important link to ensure that the garment enterprises achieve the ideal business performance.

Lack of clothing brand awareness in channel construction

There is an inevitable link between channel decision and clothing brand creation.

Generally speaking, a reputable manufacturer can only ensure that clothing brand management is sufficiently attractive and dynamic for a long period of time only by working with dealers who are equally renowned.

A clothing enterprise with clothing brand awareness will often consider the cooperation between distributors who attach importance to clothing brand construction in order to establish and maintain the image of clothing brand and clothing enterprise.

However, many garment enterprises in China do not pay attention to dealers in channel decision making.

Awareness, clothing brand value, and its sincerity to safeguard the value of manufacturer's clothing brand, specific maintenance measures and programs, etc., only consider the profitability and financial strength of dealers, and so on. For example, when some pharmaceutical and garment enterprises are investing, they mainly consider the sales ability and possible refund rate of dealers, without considering the loyalty of manufacturers to clothing brand and clothing brand awareness and their own brand image.

As a result, the dealer team was mixed.

Therefore, channel decision must be linked to the clothing brand construction of garment enterprises, so that channel members can become loyal partners of manufacturers' clothing brand operation and management.

Channel dysfunction

In the information age, garment marketing channels, apart from traditional carrier functions and media functions, also take the function of information collection and pmission between producers and consumers.

These functions include research, promotion, contacting potential buyers, collecting and distributing funds, and taking risks.

In addition, with the surplus of production capacity, the position of customers in the paction gradually increases, and the channel gradually becomes a bridge for customers to understand the market and satisfy the market.

At the same time, the channel has gradually evolved into the manufacturer's clothing image and product image spokesperson, while conveying various information to consumers, establishing and maintaining the image of the manufacturer has an important impact on the consumer's purchase behavior.

Therefore, with the intensification of information economy, network economy and market competition, manufacturers are increasingly concerned about the market. On the one hand, manufacturers can not understand the sales situation of products: which products are selling well, consumers' opinions and suggestions on products, the ways to promote sales and advertisements, and so on. On the other hand, manufacturers can not convey pertinent information to consumers: product improvement, price changes and goodwill of clothing enterprises to consumers.

China's clothing enterprises

In decision making, there is a big gap between the decision making ideal and the actual operation, that is, the gap between the unimpeded information pmission channel and the information block.

This gap can only be solved by improving the channel function, especially the information dissemination function.