Talented Men: Developing New Models of Channels for Self-operated Multi-Stores in China

In the context of the financial crisis, the market has shrunk and foreign trade has fallen into a quagmire. Enterprises have begun to switch to domestic sales. How are markets and channels laid out? How do brands and terminals exert their power? Once again, it has become a topic of common concern and exploration in the industry.

Since last year, the rapid changes in the macro environment have caused the Chinese apparel industry to face new market competition. At the 09 mark, many men’s brands are trying to change their usual practice of entrusting sales to the dealership system, vigorously adjusting the channel structure, and exerting their efforts on the terminal.

A few days ago, the reporter was informed that the talented men's wear was the first to launch a new mode of "national self-operated multi-store" terminal channel development. This move immediately triggered a warm response from talented agents and distributors in the country and caused concern in the industry.

So, what is the practical significance of the talented original channel model? How will it stand out from the difference in channels? On this topic, the reporter interviewed Mr. Mao Jinhua, general manager of Caizi Clothing Co., Ltd.

Channel Model Innovation in Times

In the domestic apparel industry, the mainstream channel model usually has the agency system, direct operation, franchising, and the financial crisis. Many marketing influence factors, changing market environment, and fierce competition make the general sense of the marketing strategy ineffective. With the weakening of the international comparative advantage of the apparel industry and the escalation of domestic apparel consumption, industry competition is shifting from traditional low-cost competition models to multi-level competition based on brands and channels, and many apparel companies have gradually turned their attention to innovative channels. on.

Taking into account this reality factor, while promoting talented brand building, talented men's clothing was introduced into the “national self-operated multi-store” model in a matching manner. In talented people’s view, the era of “single fight alone” by a single terminal network has been ineffective. It is difficult to win the market by seizing market resources. The most effective way to seize resources is to squeeze out the business district through multi-network clusters, so as to ensure that the brand survives and continues to develop in each regional market. Therefore, the maximum scale layout of outlets can be achieved in a clear manner so as to maintain the overall competitive strength of the company and become a new strategic goal for talented men.