Analysis Of Sports Brand Terminal Changes

China's apparel retailing industry has developed from the market demand stage to the full market stage.

In this stage, with the continuous input of enterprises and the increasing demand of market scale, the market structure has changed a lot since 80s and 90s twentieth Century and 2000.

In this process, 2007 is a year of great changes in the pattern of the whole market. Enterprises must rethink and pay attention to the market structure, and the intensification of various marketing strategies, so that enterprises can not just spell products and prices.

Most of the business ideas and business strategies have begun to focus on products and start to focus on brand promotion and promotion.

Finally, enterprises are paying more attention to management and internal soft construction.

Today, more companies focus their attention on channel competition.

Because any excellent brand must pass through distributors in channels and channels, so that products and brand ideas and products can be passed on to consumers' commitments, so as to keep consumers in a long term and make them a loyal consumer group of product brands.

Enterprises from 2007 to 2008 invested a lot of energy to fight the terminal channel.

Because an excellent brand and a strong strong enterprise must rely on excellent distributors and excellent channels to support the development of enterprises.

However, with the intensification of competition, channel resources have formed a specialized feature -- from the brand manufacturer to the manufacturer to the terminal market retailer, and the pattern of the market is gradually moving towards specialization.

This professional road is probably a process of professional division which has been completed between 1920s and 60s for European and American countries.

The change of China's current pattern is gradually taking shape.

First of all, the first change in the pattern is that retailers are becoming retailers of professional products.

Why do we say this?

China's clothing enterprises slowly develop marketing and manufacturing into separation of production and marketing.

This separation process can put more energy on more profitable marketing segments for many enterprises, and this makes the whole industry chain react faster to the market.

However, the terminal channel itself is also taking the essence of this kind of marketing. This divestiture will make the channel more professional, and has formed some effective distributors gradually becoming a force.

For example, the well-known Gome mode.

As early as many years ago, Gome was only a TCL agent in Beijing, Konka, Kelon and many other famous brand electrical appliances, and gradually developed into an agent in North China.

But until now, we have to say that Gome is not only an international agent, but a global ranking second, China's largest household appliance retailer.

The main characteristics of distributors from retailers to retailers are shown in the following aspects.

First is the operation of the company, through effective organization and resource allocation, and then through specialized operation, through effective organization and resource allocation, and then through professional management, the channel extends from its successful area to the whole country, and gradually becomes a certain product in the country's channel owners.

So far, TCL, Konka and Kelon Brand products want to enter the terminal, not how many terminals they have to build, how many provincial agents or regional agents to extend their products to consumers, but first consider how to enter the national channels.

Moreover, in the professional retail of this channel, Gome has copied its retail chain in large numbers across the country, and has provided a retail platform for all electrical appliances or electrical appliances manufacturers. Finally, it has completely formed the three party pattern of a manufacturer, the manufacturer and the retailer.

Then, clothing enterprises, have they formed such a professional retailer system?

First of all, the biggest difference between Western and European clothing distributors and Chinese distributors is that Chinese clothing enterprises are basically product manufacturers, and then gradually turn to product retailers.

Many enterprises start from the factory, the identity is the director of the enterprise, then become the retail manager, and finally do terminal retail.

Today, there are also many enterprises from manufacturing to retail, the whole is done by themselves, this is the biggest feature of China.

And our neighbors, Japanese and European and American clothing enterprises are all retailers, they will give many products to professional manufacturers to produce, and then product design and brand publicity will be completed by itself.

Even a lot of enterprises will turn the development of the brand in the world to the famous professional retail enterprises in the country or internationally, and bring their brands to all parts of the world, and then develop through joining and other ways.

This includes the division of labor in the process of data collection, management, product distribution and regular operation of the system, and then the outsourcing of brand promotion and staff training.

Therefore, to visit the European and American countries, we will find that many world famous brand enterprises, such as Nike, Adidas and so on, have very few employees, but they control the enterprises with an annual turnover of up to about 10000000000 US dollars, mainly with their operation and development.

Each enterprise only makes itself the best sector in its own industrial chain, but it makes it easier for the brand to develop faster and larger.

And Chinese enterprises are mostly "big and complete" "one-stop", that is, manufacturing - production - sales, each link is its own to control management.

This way, under the special circumstances of China's early economic system, can effectively control its own cost, strictly control the terminal, and make the brand more excellent development.

But with the development of today, this pattern has become increasingly difficult to manipulate.

No matter how big the enterprises are developing today, the most troublesome problem is the control and management of terminals, even the operation and manipulation of brands in the terminal, as well as the maintenance of the relationship with distributors, which will be a great cost to enterprises.

How to adjust this situation has become one of the difficult problems for enterprises.

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