| With the development of economy and the opening of market competition, China’s garment industry is developing rapidly and demand of consumer is also becoming more diverse. Single production and development mode of product could not meet the current consumer’s variable demand for clothing. Business model of garment enterprises also shows diversified development, gradually changing from business model of wholesale agency as the main marketing channel in the past into business model of the coexistence of wholesale agency and direct marketing channels. The gradual development of direct marketing channels proves that enterprises begin to realize the important relationship between the product and the terminal. Based on features of multi-channel marketing model of garment enterprises at present, the author suggests that garment enterprises shall analyze and manage the channels for all levels individually, and they shall carry out classification analysis of channel members in the same level to understand products sales feature of different types of channel members in the same level, so as to carry out specific operation and management.At present, the multi-channel marketing mode and mixed channel types of garment enterprises increase the difficulty of management for enterprises. Agents participate in enterprise’s purchasing meeting in each quarter and place order for goods independently under the guidance of manufacturing enterprises, and for direct marketing, distribution will be completed by enterprises. Although multi-channel marketing mode expands the sales coverage of enterprise’s products, inventory pressure that comes along also increases. Deviation of enterprises’ control, unwanted goods, sales difficulties, high volumes of returns and other problems caused by poor judgment of agents will lead to inventory accumulation. Therefore, to make garment products in line with the terminal sales feature, to improve sales and to reduce inventory through the analysis of sales data is an important work for commodity analysis of garment enterprises, which is also the ultimate goal of data analysis method research in this article. The greatest significance of research results is that it can be used as an important reference data when enterprises conduct product development and distribution for the next quarter. Enterprises can quickly react and estimate the product sales of the various channels through long-term accumulation of data analysis results.The author starts to understand the sales data statistics software used by commodity departments of garment enterprises as well as management mode and operation mode of the present garment enterprises through visits to many garment enterprises in Hangzhou and interviews of industry professionals and senior product managers. The author explores the idea and model of data analysis through literature and theory researches, and completes analysis method by using data analysis software SPSS 20 and EXCEL. Finally, practical analysis of practical analysis is carried out based on sales data of winter direct marketing channels of J apparel company in 2014. First, the author extracts data of products whose sales volume in the top 80%. Second, SPSS factor analysis is carried out to extract the common factors. Then, the author conducts classification analysis of direct marketing channel based on SPSS cluster analysis, and finally carries out product sales feature analysis from different direct marketing channels of J apparel company.Sales feature analysis for different direct marketing channels products can help garment enterprises to make targeted products distribution to improve the sales rate and reduce inventory, as well as to improve the sensitivity of marketable products and unmarketable goods, at the same time, it can also provide effective data reference for early product development and commodity layout, therefore, it has a certain practical significance for garment enterprises. |
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