Colorful wings textile textile industry stick Happy Valley enclosure phenomenon.docVIP

 PAGE \* MERGEFORMAT 11 Colorful wings textile textile industry stick ‘Happy Valley enclosure’ phenomenon Textile industry has an unwritten strange phenomenon that almost all the textile brands conducting channel for the ‘Happy Valley enclosure’ movement. Textile industry after 10 years of rapid expansion, especially from 2000 to the present, but also entered a white-hot level of this period a large number of enterprises with the industry as well as an increase in the number of outlets, channel quality and efficiency is on the decline it difficult to manage increasingly large, the channel control gradually weakened, channel loyalty, getting lower and lower, the loss of network is also getting worse. Even a brand name in the Beijing market three years ago, there are more than 40 sales outlets, as competition intensifies, it is falling every year, and now only 5 outlets in, but profitability is not strong. Textile trade is generally a channel profitability is not high, the ratio franchisee to make money compared with other industries is not high, thus resulting in a channel instability. The reason for this is because the process of market development, most companies do not set up their own corresponding market service system, adopted or in the past extensive type of operation and management. This model has just started at a time when the industry may be a more practical, if other industries into a competitive technology, such a stage, this tool appears to be slowly falling behind. Basic homogenization of the product, brand content and mode of transmission of basic homogenization, the channel model of the basic homogeneous market environment, all competing brands to focus on the main channel of the enclosure at Happy Valley. Present in the actual channel expansion, many textile enterprises is still pursuing the only ‘circle’ no ‘tube’, just ‘move’ no ‘service’, using the most extensive management methods in the maintenance of channels. This channel developm