The Meaning Of Garment Industry Marketing Channel Performance

Performance is defined as

The result of satisfaction or dissatisfaction with channel leaders is also the ultimate goal of the relationship among channel members.

Garment channel performance is the relationship between suppliers and distributors, which helps dealers reach the goal of setting suppliers' goals, that is, the contribution of members to channels.

Stern and others think that the performance of clothing channel can be measured from two angles of society and management. The former measures the service level of the channel from the perspective of cost-effectiveness to meet the needs of the whole or individual market area; the latter includes the financial performance of each channel member, the contribution degree of the members of the channel to the overall channel, and the comparison of the performance of different garment channels.

It can be seen that the composition of marketing channel performance can be roughly divided into two parts.

First is the contribution of channel members to the channel.

Clothing marketing channel is a series of interdependent organizations. It is not just a company doing the best in the market no matter whether it is a manufacturer, wholesaler or retailer.

On the contrary, clothing marketing channels involve many entities in typical cases, and each channel member relies on other members to carry out their work.

Therefore, without mutual cooperation and contribution among members, the service output of end users can not be provided, and performance can not be achieved at all.

The second is the performance of channel members themselves, that is, organizational performance as a separate entity.

In addition to making due contribution to the overall operation of the channel, survival and development are also the ultimate goal of all channel members.

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There are four important factors that affect the scope and frequency of performance evaluation of channel members. They are: the degree of control.

The stronger the control, the better the performance of the whole channel members.

The importance of channel members.

If the degree of dependence on channel members is higher, it is necessary to make an appropriate measurement of its performance.

Western scholars study clothing channel performance measurement indicators from the perspective of producers.

This is related to the shortage of goods in the early stage of market economy and the dominant position of producers in the channel system.

However, the market has changed now. There is a general oversupply. The power in the channel system is beginning to move down, and the manufacturers are changing to the distributors and retailers who are closest to customers and understand their needs.

Therefore, the perspective of clothing channel performance measurement should also be analyzed from the perspective of distributors or terminals.

The characteristics of the product.

In general, the more complex the product is, the more extensive measurement is needed.

The number of channel members.

If intensive distribution is adopted, it is not necessary to measure too much and focus on special situations; but if it is a selective distribution method, it needs to be measured very carefully.

Stern, Corran and so on integrate the various influencing factors.

Performance will be affected by the following factors: channel environment, including distribution channel function and process; performance measurement should include financial performance and customer satisfaction.

The former includes indicators such as cost, profitability and return on investment; the latter is used to measure the service output and customer satisfaction provided by channel members.

With the change of market competition concept and the rise of relationship marketing, the research of channel relationship takes the relationship quality and strategic alliance of channel members as the focus of performance appraisal, and then expands the index system of garment channel performance measurement.

Channel strategy and planning; channel structure and organizational behavior factors include roles, rights, dependence, conflict, coordination and cooperation; channel relationship management, including policy, communication content and information communication system.