Causes And Classification Of Channel Crisis In Clothing Enterprises

In modern marketing activities, the lack of any of these links will make marketing activities stagnate. Among them, "location" refers to the distribution channel, that is, the route or channel through which clothing or services are transferred from producers to consumers. Almost all parties in the modern competition can provide high-quality clothing, low prices and innovative promotional activities. The only one with great potential is the distribution channel. However, in reality, due to Clothing enterprises Different interest orientations with clothing distributors, between clothing distributors and clothing distributors, and between clothing distributors and customers inevitably lead to various conflicts of interest. When the conflict develops to a certain extent or other external environment changes and causes strong pressure and negative impact on the reputation, operation activities and internal management of channels of clothing enterprises, It has evolved into various types of channel crises.

The strong penetration and diffusion effect of channel crisis will cause immeasurable real or potential damage to garment enterprises once it occurs. Therefore, for garment enterprises, the best channel crisis management is to prevent and control the crisis in advance, and even achieve the effect of turning crisis into opportunity. In view of the incentives for the outbreak of channel crisis, clothing enterprises can carry out crisis pre control from the following aspects: the establishment of all staff's channel crisis awareness, the adoption of appropriate channel models, the careful selection of clothing distributors, the strengthening of clothing channel management, and the establishment of a channel crisis early warning mechanism.

　 Causes of channel crisis

The crisis of sales channels is one aspect of the crisis of clothing enterprises. The crisis of clothing enterprises refers to a state in which the sales growth rate, market share, profitability and other indicators of clothing enterprises decline, or even lead to the bankruptcy and closure of clothing enterprises due to external environment or internal management and other reasons. Clothing enterprises Channel crisis Management is to establish a crisis early warning system to prevent crisis, monitor crisis, identify crisis type and crisis degree, and take measures to deal with crisis, so that clothing enterprises can achieve sustainable and stable development.

The gestation, generation and even catastrophic consequences of the sales channel crisis need a process. Therefore, in the early stage of a crisis, the operation performance of the sales channels should be reviewed regularly to identify potential crises in a timely manner. The main manifestations of the sales channel crisis are as follows: due to changes in the business environment that are not conducive to garment enterprises, the sales growth rate has declined, resulting in a decline in market share; Intermediaries complain more and more, and their enthusiasm is not high; The sales channel manager can not obtain relevant information in time, or the information obtained has great errors; The manufacturer's behavior of increasing customer value is not effectively coordinated by intermediaries, which weakens the effect of communication between the manufacturer and customers

　　 Classification of channel crisis

Sudden crisis refers to some sudden events in the external macro environment, industry conditions or clothing enterprises, which bring significant economic losses and image damage to clothing enterprises, such as the sudden closure of intermediaries. Structural crisis refers to Clothing sales channels Due to the unreasonable design, the interests in the structure are contradictory, resulting in internal friction. Imperfect management system and poor information circulation are also important reasons for structural crisis. Functional crisis refers to the crisis caused by the manufacturer's improper performance of the management function of the sales channel, or the clothing sales channel management does not adapt to the business and environmental changes of the clothing enterprise. This crisis mainly includes supply chain crisis and talent crisis. Strategic crisis refers to the crisis caused by clothing enterprises when they choose an inappropriate strategy in the sales channel link, or when they choose an appropriate strategy but implement it inappropriately.