Channel Isolation Of Garment Enterprises

Clothing enterprises have two channel decisions in the Internet Age: clothing enterprises.

Integration with channels.

The channel isolation of clothing enterprises refers to the way to isolate these two channels when a commodity conflicts in the two channels at the same time, and makes artificial difference for the same commodity.

In the traditional retail competition, large and cheap discount stores and expensive department stores have formed two camps.

However, a large proportion of the commodities operated by both sides coincide, which is a typical channel conflict for suppliers.

This phenomenon has once given the supplier the trouble of taking the trouble and losing it.

The way to solve the problem is to isolate these two channels by making human differences in the same commodity.

The density of marketing channels depends on how many types of intermediate quotients are used in each level of the channel.

There are three choices for clothing enterprises to make channel density decisions: exclusive marketing channels, intensive marketing channels and marketing channels.

This method still plays a good role in solving the conflicts between traditional channels and online channels.

The application of channel isolation.

The artificial differences in the manufacture of goods are sometimes marked by some distinctive signs and sometimes made exclusively, but often with fine adjustments in color and specifications.

Exclusive marketing channels refer to only one middleman distributor or agent in a certain market area. The exclusive operation takes place. It seeks good reputation and image, control of channels and higher unit profits. Compared with other forms of distribution, it can accept lower sales volume.

Its characteristics are low degree of competition, and the market coverage of clothing is relatively low, and it is mostly used for sales of clothing in professional market. These measures seem simple, but not well used, there are still companies that have fallen on this point.

The failure case of garment enterprises' channel isolation comes from the early experience.

In order to compete with online sellers, it launched its own online store, inevitably resulting in conflicts between traditional channels and online channels.

It is characterized by fierce competition among channel members.

The market coverage is quite high, and it is mostly used for the sale of mass consumer goods. As a result of protecting the core assets based on traditional channels, the online stores can not get the supply of the best sellers.

Because of the negative impact on traditional channels, many can not appear in the catalogue of online stores, making many customers of online stores turn into competitors' customers.