subject: quot;Direct Mode" into the mainstream of corporate marketing lion costume pattern - men, women - clothing industry [print this page] quot;Direct Mode" into the mainstream of corporate marketing lion costume pattern - men, women - clothing industry
Raw material prices, peer more competitive and to Proxy More and more business rebate, their thin profit every day, many Clothing Manufacturer overwhelmed, "agent Marketing Model "passed their prime??
Many brands and businesses of primitive accumulation are basically "agents" are closely linked, good agents are also achievements of the many brands, but as the market constantly changing, especially in Financial Crisis, some clothing manufacturers seem to realize that to maximize profits, "Direct Model" is the development of the "benevolent."
Multiple reasons why the producers "from" agents
, According to a company's marketing director, introduced Mr. Hu, clothing Sell Prevailing four modes, namely, agent, agent combined with Direct, Pure Direct, and E-commerce "But now some brands 'exterminate' the original dealer, go to change the way Pure Direct and e-commerce, is so, for many reasons, the main terminal or the ex-factory price and the difference between sale price . "
An ex-factory price brand clothing at 200-300 yuan, but ultimately to the consumers hands, the price of this dress may be a thousand dollars, between producers and consumers, "sandwich" thicker the higher the sales price of the terminal, as a "sandwich" of brokers naturally earn more, manufacturers are still taking share of "dead money", "many manufacturers have quite unfair, but if not given proper profits, dealers or agents is very likely to invest in the arms of fellow competitors. "addition" Afterward ", the agents do not want to share the rising prices of raw materials, rising labor costs and difficulties, resulting in apparel production manufacturers seldom had a more modest profit, "in particular agents, some to make money even at the expense of the interests of manufacturers." Many businesses here especially as the agent of a brand, but one does not find that their huge profits, they would into another brand's agency, "the market this thing, no feelings, to make money or not is the last word."
"Pure Direct" target lock "fame and fortune"
"Channel for the king, the terminal is king" has become a pet phrase of many marketing experts, production-oriented enterprises are slowly remember the phrase suggests the future development of the classical doctrine, a marketing expert said the master channel Direct is the most effective method of garment enterprises in the development process, there is always a stage for Direct mode, "Pure Direct mode many advantages." Hu said.
For garment production enterprises, how to make more substantial profits, reduce intermediate links is the key. Enterprises can reduce the agent link to open direct sales stores, reducing agent level, to enhance and improve business-to-end control over sales, which can be more profitable returns, "originally a proxy, the piece of clothing can only make 100 80 yuan Now Direct, profits may be 500-600 yuan, same clothes, the profit difference is so big! "Direct high profits is the most direct benefits. In addition, the directly managed not only help the first time manufacturers of consumer feedback in a timely manner to respond to all aspects of production, including the entire supply chain to further improve, but also can help companies achieve precise product quality control, "In this level, Direct help enhance brand image." Mr. Wu, the industry that manufacturers through direct, high profits and brand can be formed between a virtuous circle.
Direct after profit than before "agent of the times" N times as large in quantity, brand apparel manufacturers also have capital in the image, promotion, human resources, scientific research, increase investment, the brand impact will be further enhanced distribution and agents in the maintenance of the manufacturer brand experience and there is a greater lack of capacity.
