Challenges Facing Apparel Channels

Looking for clothing agents -- will

Shop to the sales terminal - advertise for publicity - channel sales, when Chinese brands are already familiar with the above channels, they find that today's market situation has become completely different.

The latest reports from more than 200 B2B professionals show that 50% of respondents consider the multi-channel management strategy as "a challenge". Partners and general managers told reporters that "the main challenges of the consumer goods industry are related to multi-channel strategy and multi-channel integration management, which is also closely related to the overall sales ability, sales force, sales incentives and service costs."

According to the survey, 45% of respondents believe that the most common headache is "the ability of salesmen in rural areas", "service cost" and "providing positive end to end services".

How to enter the rural market

When clothing is still blooming everywhere in the first tier cities, local brands are starting to grow from the bottom of the three or four tier market.

Unlike consumers in large cities, Chinese rural consumers seldom have the opportunity to shop at supermarkets or retail terminals such as WAL-MART, Carrefour, etc.

Research shows that supermarkets, hypermarkets, convenience stores and shopping centers account for only about 20% of rural consumption.

This makes it difficult for the brands accustomed to these retail terminals to open their channels in the rural market.

The poor ability of garment enterprises to grasp the market and channels is the main cause of cost wastage.

For example, publicity is enough to show off and highlight.

But really arrived in China.

The time is six months later.

In this time lag, the consumer's vision has been attracted by the updated concepts and models.

In the survey, Chen Zeqi found that local brands who are familiar with local channels are more confident in opening up the rural market than the multinational clothing enterprises. 41% of the companies are prepared to build the market by increasing sales force.

"We do not advocate the development of the rural market in this way."

Chen Zeqi thinks that this is a backward method which requires a lot of time and energy. In addition, the establishment of high-quality clothing marketing team in rural areas requires a lot of cost.

Therefore, it is suggested that clothing enterprises penetrate into the countryside through e-commerce.

The information blue book published by the social sciences literature press shows that the average annual growth rate of rural netizens is 71.6%, much higher than the average annual growth rate of urban netizens by 34.6%.

The emergence of "Taobao village" in Yiwu, represented by Qingyan Liu village, has undoubtedly established confidence in the development of rural e-commerce in the development of e-commerce in Shaanxi's East Han village.

E-commerce can make up for the shortage of shopping places such as supermarkets and shopping malls in rural areas. In addition, rural areas with relatively low income are more sensitive to prices, while the characteristics of e-commerce marketing are generally lower than those of physical stores.

In fact, many garment enterprises have noticed this. Data show that 50% of the local clothing companies surveyed are investing in Internet construction and direct selling.

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45% of the consumer electronics clothing enterprises and 35% of the mass consumer clothing enterprises already have certain network influence.