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A long time ago all walks of life put forward the slogan of "the channel is the king" and "the decisive terminal", which fully reflects the importance of channel construction and service terminals. Apparel companies how to do a good job of channel planning, control of the terminal is the immediate problem. Due to the different division of labor in the middle and lower reaches of the industrial chain, there are many contradictions in the garment channels. Due to the different size and mode of operation of the enterprises, the different forms of contradictions appear. The following three major contradictions are discussed here: The first major contradiction: The contradiction between agents, the second largest contradiction: the contradiction between head office and terminal, the third largest contradiction: the contradiction between agents and terminals. The first major contradiction: the contradiction between the head office and agents. Contradictions in the following areas: such as conflicts of interest, management conflicts, strategic conflicts, product conflicts, financial conflicts and other conflicts. The head office hopes that the agent can become an obedient good boy and obey the management. The market operation is steady, and it is not a big deal. Agents are rational, choose a good brand with the head office to make as much money as possible. The main contradiction between the head office and the agent is how to distribute the benefits. Compared with the interests of the strategic conflicts, product conflicts, management conflicts are not that important, how to resolve the head office and agents of the conflict? 1, to resolve the main aspects of conflicts; to develop a reasonable distribution of benefits. Benefit from income minus expenditure, the parent company lists the detailed indicators of earnings and cost expenditures indicators, quantitative management, in strict accordance with the contract or document to implement. Revenue mainly refers to the vested interests. The agents should obtain the rebate policy as stipulated in the contract. For example, set a fixed margin for the sales volume and sales volume, etc., so as to formulate a flexible performance index and reward at different levels. Special sales incentive plan Otherwise set, the requirements clearly stated, no doubt. Expenses refer to the expenses and expenses policies, which include: a series of marketing activities such as return of shelves, outdoor advertisements, TV commercials, promotional materials, gifts, promotional items, defective returns, inventory subsidies, transportation costs, The resulting costs for a detailed commitment to explain the proportion. 2, to resolve the secondary aspects of conflicts: the use of modern enterprise management mechanisms continue to make changes to the enterprise. Clear business development prospects and development strategies to develop a detailed operational planning and development strategies to inform the agents, continue to collect feedback from agents, the general agent of the request, questions promptly through meetings, training, documents, contracts, programs, Telephone, Internet and other forms of in-depth communication, the company's policies and concepts to agents, so as to achieve a high degree of ideological unity, closely linked in action. The second major contradiction: the conflict between head office and terminal. Mainly in the products, advertising, promotional gifts and programs in these three areas. Head office requirements in accordance with the requirements of the company to operate, such as storefront, display of goods, decoration, promotional activities, etc., many terminals do not meet the standard. Terminal complained that the company's products do not meet the market, does not meet the fashion trend, style is not good, product quality problems, the goods are too slow, too many orders each year, the lack of effective promotional programs, gifts are not rich, advertising is running out, invest more , Brand awareness is not high and so on. How to resolve the conflict between head office and terminal? 1, the head office continued to lack of their own body, in the product: do more market research, follow the fashion, rich product range, speed up production and shorten the arrival time; in the terminal image, more realistic, improve the image, focus on color , Lighting, highlighting the brand personality and image, to create a sample shop. In management: the publication of terminal management manuals, handouts, production of corporate newspapers and electronic photo albums, magazines, manufacturers and more teachers to organize some more skills training, send more marketing staff to the store for counseling. 2, the terminal constantly changing their own shortcomings, in accordance with the requirements of the headquarters, good terminal management, in particular, the shop owner and manager constantly improve the overall quality, work management of goods, personnel management, promotion management, branding and other work, to their own Survival problems promptly respond to the agents, learn and exchange more with other advanced people, and seek help and solutions. The third major contradiction: the conflict between agents and terminals. Mainly in products, advertising, brand promotion, policy support in these four areas. Agents require the terminal to operate in accordance with the requirements of the company, shop to change the shop, shop more than one, update the latest store image, sales tasks continue to increase each year, not allowed to arrears, and constantly improve staff wages, strengthen store management. Terminal complained that the product does not meet the market, does not meet the fashion trend, style is not good, product quality problems, the goods are too slow, stock pressure, sales volume is not good, cash flow difficulties, lack of service support lack of guidance, lack of promotional programs, gifts Not rich, advertising and other issues. How to resolve the contradiction between agents and terminals? 1, the agent do detailed annual operational planning, so that the terminal know this year's development strategy, including this year's sales target decomposition, promotion programs, service strategy, ordering arrangements, incentives, training programs and other matters, so that the terminal is very clear Development direction and goals, what incentives can be obtained. Agents doing a good job of image promotion, organizing the terminal to interact and exchange, the good management methods, cases were summarized during the ordering session through PPT, video, electronic photos and other forms of publicity; funding to maximize support for the terminal Strength. Strengthen team building, terminal maintenance work. 2, the terminal do their own diagnosis, make their own development plan, and more exchanges with other stores, good product analysis, timely grasp of the sales of goods, and more recruitment of outstanding staff, improve staff wages, set up some bonus commission bonus Distribute some promotional gifts, good branding, more customer information collection, customer relationship management, improve after-sales service. Clothing Occupation Manager: Bosnia and Herzegovina Army QQ: TEL: Blog URL: http://blog.sina.com.cn/victor5252