Content Of Garment Manufacturers' Performance Evaluation

　　 Channel performance evaluation It refers to the process of objective assessment and evaluation of the efficiency and effectiveness of the marketing channel system by clothing manufacturers through systematic means or measures. The object of channel performance evaluation can be either a garment channel member at a certain level in the channel system or the whole channel system. In marketing practice, many garment manufacturers evaluate the clothing channel members and the whole channel system at a certain level. Especially in the development trend of flat channel, garment manufacturers have stepped up the performance evaluation of specific garment channel members in the channel system, so as to facilitate the clothing manufacturers to decide whether or not they are flat for certain levels of garment channel members.

Channel performance is a multi-dimensional and deep structure, which includes both macro and micro aspects, including the performance of the channel system, including the performance of a single level garment channel member, and even the performance of a single garment channel member. From a macro perspective, channel performance refers to the contribution of the channel system to the society. It is based on the height of the whole society. From the micro aspect, channel performance refers to the value or service value-added created by the channel system or garment channel members to the garment manufacturers, which is viewed from the Perspective of the clothing manufacturers themselves.

In fact, clothing manufacturers and garment channel members are generally organized as independent economic entities to form a marketing channel system. Therefore, in the marketing practice, the performance evaluation of the micro level includes garment manufacturers' performance evaluation of the channel system and the performance evaluation of garment channel members to the channel system. In this presentation, we mainly discuss how to evaluate channel performance from the perspective of garment manufacturers.

Under normal circumstances, Clothing manufacturer When evaluating a channel system, it can be divided into different levels from many aspects. For example, we first evaluate the contribution rate of channel system to clothing manufacturers' sales, and the contribution rate to garment manufacturers' profits. Secondly, we should evaluate the compliance degree of the channel system to the clothing manufacturers and the adaptability to the development and change of the market environment. Finally, garment manufacturers may also evaluate the service ability of the channel system by examining the satisfaction of the final customers to the channel system.

Whether it is aided by garment manufacturers' own organization or garment channel members, or by the apparel channel members themselves and clothing manufacturers, it is generally required that the following four aspects should be implemented, namely, the promotion goal of clothing, the promotion principles of clothing, the intermediate links of Clothing promotion, and the entry point of Clothing promotion.

Is the purpose of Clothing promotion clear? All kinds of clothing sales promotion activities in the market come to the conclusion that their aims are more than the following: first, because new products are listed, attracting customers and opening the market as soon as possible; two, restraining competitors and protecting their own market; but competing with competitors to expand customers' market breadth or depth; and the four is to repay customers, retain customers and increase sales.

Understanding the market Clothing promotion After the above requirements, we can carry out the evaluation of clothing sales promotion. At this time, there are two indicators that need to be investigated. One indicator is to examine the proportion of clothing manufacturers' promotional activities lasting days in the month or the effective working days of the year, and the other is to examine the sales volume brought by clothing manufacturers' ten thousand yuan clothing promotion expenses. The higher the two indicators, the better the pulling effect of Clothing promotion, and the more conducive to the healthy development of the channel system.