Clothing Dealers Should Become Professional Buyers.

How to solve the problem of dealer ordering backlog is becoming more and more serious.

Recently, Quanzhou clothing enterprises have been repeatedly complained by their dealers. Why did they sell 80% of the goods to the enterprises in the early years, and the goods were overloaded by 20%. Now, on the contrary, they can only sell 20%, and the backlog of goods is up to 80%. Why is that?

In this regard, Yang Dayun, President of the United States Business Management Consultants (China) Limited, recently proposed in Jinjiang and Shishi garment enterprises' internal training that clothing enterprises should make their dealers into excellent buyers, so that dealers can have a definite purpose in ordering, and really achieve a win-win situation between distributors and garment enterprises.

Good buyers can maintain.

Brand's terminal image

Yang analyzed the stages of Quanzhou's clothing development.

In the early stage of development, garment enterprises are facing the market that needs more than supply. The enterprises themselves make product design, production and product mix, and basically give the distributor the right of marketing. "At that time, it was easy to make profits by placing products in counters and windows."

Later, with the involvement of foreign casual clothes, the diversity and variety of products, garment enterprises began to shape their brand image, and through the CCTV advertisement, they used a series of marketing methods to form their own style.

But now the situation is that the whole clothing market has changed a lot, from the original demand to supply exceeds demand, and products and brands have also developed to a certain stage.

Enterprises are facing an important question: how to consolidate the market?

Therefore, human factors become very important.

Compared with the early role of simple commodity traders, dealers should carry out professional buyer's function conversion: actively, according to the needs of local market, plan and aim to combine and adjust commodities in a planned way, and highlight the characteristics of products and the differences of brands at the terminal, leading the popularity of the locality, so as to attract consumers' purchase and maintain the brand's terminal image.

"This puts forward higher requirements for dealers' professional competence."

Yang said that a professional buyer should take care of the brand first, then the sales and market demand.

The buyer was formed in the European 20~50 era in the last century, but in the mainland of China is still relatively new concept. Currently, most of the professional buyers in Beijing come from Singapore and Hongkong and Taiwan regions of China.

"The ability of a professional buyer is related to the performance, inventory and freight band of the month. What he needs to do is not only how to catch the needs of consumers, but also to promote the needs of consumers, from passive to active."

Promoting distributors as buyers

Win win

The professional ability of dealers plays an important role in the brand's terminal image.

Distributors and garment enterprises are cooperative relations, to a certain extent, dealers pay more attention to short-term interests, and clothing enterprises pay more attention to long-term development.

"When you order, you see that the product series and theme are well done, but it may be because the dealer's professional ability is not strong enough to make the terminal performance of the product contrast with the brand image."

In this regard, Yang Dayun believes that, because the purpose of clothing enterprises and distributors is consistent -- by building brands, in the market to get huge benefits.

Therefore, enterprises should first improve the quality of dealers through training, so that they will pay more attention to long-term interests.

"If there is only 3 years of interest in the market, the brand will probably not exist in 3 years."

Dealers are developing to professional buyers. They can better understand the brand concept and cooperate with enterprises to achieve their aspirations better.

Secondly, how to increase service and support to agents and distributors is a problem that enterprises must solve.

"Dealers are faced with problems such as shortage of talents, lack of professional skills and relatively narrow information channels.

This requires enterprises to extend the service to dealers to the terminal. It is necessary to extend the training cost directly to the shopping guide and store manager, and do well in the promotion of the company's concept, display of windows, display of goods and so on. This can bring direct profits, and then increase the investment in the terminal 70%.