Study Of Analysis And Selection On China's Garment Industry's Double Channels

The overall macro-economy of China functions well in 2005 and the garment market is active. National Bureau of Statistics data shows that the sale amount of clothing in wholesale and retail trade enterprises was 20,182 billion RMB, which has an increase of 18.3 percent than last year.China is a large but not powerful clothing-made country. The development level of China's garment enterprise varies greatly and also shows an obvious dichotomy feature. The developed regions and underdeveloped regions, the rural areas and urban areas have great differences. It needs to conduct a research to the garment enterprise in different layers in China and identifies a distribution and information channels that is suitable for its development.Some existing literatures focus more on the construction of clothing brand and culture. The research to the channel construction is rather superficial----only focusing on the distribution channel, which do not combined distribution channel and information channel with comprehensive considerations. Such thinking is not scientific to garment industry. Fashion cycle of garment is short not only in season, but also in fabrics, color, style, design. This characteristic offers tremendous vitality and also a high risk of instability to the garment industry. This requires garment enterprise should quickly seize the market trends and capture market opportunities according to market information. The reason why we put information channels and distribution channels together is a complementary relationship between them. Information channels could include one-way information channels, such as transmitting information through advertising and public relations, and two-way information that is complete by distribution channel. The selection to the distribution mode directly affects the role of information channels. In turn, effective information delivery will strengthen previous channels or change the physical distribution channels to a more effective distribution channels.According to the characteristics of garment enterprises, the concept of information channels is put forward. The information channels is the circulation route of information in design, production, marketing and of information, including one-way information spread-out channel, one-way information collection channel, and two-way information dissemination channel. And to heighten the information channels with distribution channels in a level as same importance, which is called "double channels."At the same time, clothing enterprises in China are divided into luxury clothing enterprises, midrange clothing enterprises, low-renowned brand clothing enterprises and low-grade non-renowned brand clothing enterprises according to different prices and the variation of double-channel, and after the integration of distribution channels and information channels, we should conduct a feasible analysis and selective study with the high-end, midrange, low-renowned and non-renowned brand clothing to identify the best channels suitable for enterprises in different levels.