The Research On Marketing Channel Optimization And Mangement Strategies Of Xinyi

Underwear industry has been one of the most promising industries in the current clothes field. However, the main pattern of Chinese underwear market is divided into three parts. Foreign mature brands with notability have a great number of loyal customers which occupy the high-end market. The fledging domestic brands with awareness have a number of loyal customers which occupy the middle-end market. A great number of medium-sized brands with a low price and easy copying designs which occupy the low-end market. At present, Chinese underwear industry shows features of a huge market demand, fierce competition, lack of brand operation, and extrusive channel issues. Moreover our economy is in the transferring period of ways and structure, the real economy bears the brunt of unprecedented pressure and challenges. As an industry of labor-intensive and high depending on traditional market channel, the underwear faces more pressure and challenges. How to survive under the conflicts of channels and competition, how to improve the management of channels, and how to remain invincible in the brutal competition are the problems in front of the underwear industry?Through analyzing the current situations and problems of Xinyin’s market channels, using the theory of modern market channel, come up with the systematic way to optimize the market channel of Xinyin which covers the structure of channel, the manner of channel, the relationship of channel, and the function of channel. Meanwhile, in order to solve the problems in the channel management, the article comes up with the targeted strategies to optimize the channel which insure the implement smoothly. It is not only good for the further development of Xinyin, but also helps to improve the quality of underwear channels of the whole industry, especially for the growing medium-sized enterprises.