Marketing Channel Mode Of SPA Apparel Company Based On The Theory Of Constrains

Nowadays, some SPA brand garment enterprises such as GAP, Uniqlo and Zara, rely on its quick response to market demands, and its efficient product supply capacity, occupied more and more market share in the global apparel consumption market. In recent years, some fast fashion brands such as Zara have entered the Chinese apparel market, which caused severe impact to the Chinese traditional apparel enterprises, Accompanying with this phenomenon, there are more and more domestic research to the quick response system of these enterprises An increasing number of Chinese apparel companies have also started to use the business model of SPA, using the production, supply, sell unification operation mode in the operation. However, due to the limitation of its funds and human resource, most of the Chinese apparel companies cannot build a quick response system such as Zara in their channel operation.Based on the current situation of apparel industry, this paper is based on the Theory of Constraints, analyzes the Current situation of marketing channel model of SPA apparel companies in China and abroad, as well as the key point in the quick response channel mode of foreign SPA apparel companies. Combining with the channel operation characteristics of Chinese SPA apparel companies, using the core management idea of TOC theory (focus five steps, TOC thinking process, and throughput accounting view), and this paper also discusses the key point to construct the quick response marketing channel model for Chinese SPA apparel companies. At the same time, this paper Designs a pull replenishment system and some process models that can conduct to improving the distribution management and inventory control of Chinese SPA apparel companies. This paper also establishes a profit accounting model which is based on the pull replenishment system, in order to calculate the influence to the sales profit of the marketing channel members. This model can verificat the feasibility of the pull replenishment system in Chinese SPA companies whose marketing channel used franchising system mainly. This will provide theoretical basis to Chinese SPA apparel companies if they want to build a quick response marketing channel model.On the basis of these analyzing, Combining the operation practice of marketing channel mode in S company, this paper Elaborates the logistics system, distribution management system and the process of the pull replenishment of Chinese SPA brand apparel companies in detail. Meanwhile, this paper discusses the achievements and problems in its project practice of marketing channel ameliorating of S brand apparel company by analyzing the projet dates, and proposes some reasonable solutions to the problems which exist in the project. This case may verificat the feasibility of the proposal which is proposed to build a quick response marketing channel for Chinese SPA companies. This will provide practical experience to Chinese SPA apparel companies in their practice of marketing channel ameliorating.It is obvious that the quick response marketing channel model in this paper can contribute to enhancing the intensity control of its products in marketing channel, strengthening the control to the terminal stores of Chinese SPA apparel companies. It can also contribute to improving the rate of inventory turnover, reducing the inventory at the end of the season. Meanwhile, the model is good for improving the sales performance of the terminal stores, increasing market share, and realizing the quick response to the market.