Research On "Yishion" Clothing Company Sales Channel Management

With the rapid and in-depth development of China’s economy, people’s living standards gradually improved, and the garment industry is correspondingly developed with the rate of about 20% per year rate.In this course, the quality of products, the brand and the style had been more and more important, while production’s scale and methods also had been changed dramatically. With the current market economy, our garment market had changed from a seller’s market into a buyer’s market. Then how to grasp the opportunity and competitiveness and to become the top priority of garment enterprises became the key problem. So, some research about the marketing channel development trend appeared.Marketing channel strategy changed into an important part of the enterprises’ competition, which may reduce business costs and improve the level of convenience to customers. Also marketing channels played a crucial role, because enterprises can select marketing channels to achieve lots of function, including strengthening the supervision, gathering information, accelerating the service delivery and reducing the inventory risk. Therefore, the combination of the external environment and internal environment analysis, the advantages of mining companies, weaknesses, opportunities and threats are analyzed can do help to develop the right marketing channel strategy, and has significance for enterprise competitiveness in the relevant field and future developmentIn this paper, I chose China’s leading garment manufacturers "YISHION" company for the study, combined with the classical theory of marketing channels. I attempted to analyze its strategic environment and then reconstructed its strategies of marketing channels, in order to make strategies being more in line with the company’s future business objectives. At last, I provided the appropriate implementation of these marketing channel strategies.