How Clothing Manufacturers And Retailers Fight From War To Alliance

The relationship between producers and retailers is not only a kind of alliance, but also a phenomenon of fighting each other: retailers are acting as products of many manufacturers, and producers will put their products into many retailers to expand their sales channels.

With the change of marketing concept to the demand of consumers, the retailers who control the terminal channel have greater initiative in the game with producers. The relationship between the two party also changes from retailers' dependence on producers to retailers' desire to participate more in the marketing activities of producers.

This makes the two sides more sensitive and cautious in negotiations, and ultimately lacks effective ways to resolve conflicts.

The fundamental contradiction between the two sides lies in the conflict of interests: as consumers' demand for products continues to increase, product functions and value-added requirements are raised, manufacturers will have to overstock their products in order to satisfy consumers' need to speed up the upgrading of products. They will not have to rely on promotion and price reduction to deal with hoarding products, thereby harming the interests of producers.

As a consumer and manufacturer's bridge retailer, after controlling the consumer market, he hopes to use his huge resources to gain more profits from producers.

The fierce competition in the industry and the continuous increase of operating costs make retailers face the problems in the face of these problems, and put them on the manufacturer's own side, making use of their own advantages to directly contact and influence consumers, thus lowering the prices of manufacturers' products and gaining greater profit margins.

How can we minimize the losses of both sides and reach a common development alliance?

1. establish effective communication mechanisms:

In consumer oriented marketing, the key to ensure the development of enterprises is to pform paction marketing into relationship marketing, so as to maintain a long-term cooperative relationship between enterprises and consumers.

For manufacturers, it is particularly important for manufacturers to obtain anti globrand.com feedback information from consumers, and to create products that are more in line with the habits and values of consumers. It is necessary to establish a channel for retailers to communicate with consumers in order to protect long-term interests of producers.

Retailers can obtain detailed product information from producers and improve their service system through effective communication.

2., strengthen cooperation in marketing activities.

In marketing activities, producers and retailers are both participants in marketing activities, and they are also beneficiaries.

Manufacturers are using the publicity of products to stimulate consumers' desire to buy, prompting consumers to enter the stores of retailers.

Retailers also focus on consumers by publicizing their own brands, so that producers can profit from them.

Therefore, strengthening cooperation between producers and retailers in marketing activities can complement each other, reduce costs, and ultimately achieve the goal of win-win.

3. search for new cooperation space

The fundamental contradiction between producers and retailers is that there is more room for activity on both sides of the price of products than price pressures.

Whether producers or retailers, the ultimate benefits come from the market, and the desire to expand market buying can achieve greater benefits.

For both parties with their own brands, using the influence of the integration of the two brands can get high-quality advertising at a low price in marketing activities, and at the same time, make use of the influence of the other party's brand to improve the audience's range of their brands, so as to maximize the benefits of consolidation.