Shoes And Clothing Orders Will No Longer Take "Show".

Xu Yang, the brand director of Anta (China) Limited, said that the smaller the size of the private enterprises, especially the smaller ones, the higher the function of the order will be. Even the advertisements of many enterprises are not for consumers but for distributors.

There will be a vicious circle in this order: the brand suppliers hope that the dealers will rush to buy goods at the order meeting, and the enterprises can increase sales, but the dealers will also raise their inventories. The next order will certainly reduce the number of orders, so that a vicious circle is formed.

Guo Hanyao, a senior lecturer and terminal training expert of the ordering company, also introduced that some agents had not made these analyses because they used to be wholesale. Now there are some undesirable phenomena: the first is to take photos of thighs, to see how others do well, and how to do them; the second is to work hard for three days; another is indecisive and dare not place orders, until it is too late to replenish goods.

Guo Hanyao said that the current order will require a high quality of agents and dealers, but many dealers have not yet stepped out of the marketing mode of self-employed households. Statistics and analysis are professionalized and dealers do not have them. This requires brand suppliers to speed up training of distributors and speed up their professionalization process.

The faster the dealer's professional quality develops, the more accurate and scientific the terminal analysis will be.

Some enterprises will have to open orders, and marketing policies have not yet come out, or come out very hastily and tell the policy very roughly. That will affect understanding and cause exclusion.

Ordering will change

Guo Hanyao believes that ordering will be a basis for planning production. Many data require distributors and agents to make statistics from terminals, so ordering will be the decision terminal.

In the past two years, the concept of "terminal" has been emphasized, because it often happens that manufacturers feel good when they produce these shoes, but consumers do not agree with them.

In the era of distribution system, a commodity could be sold very well. When the dealer came to replenish the goods, there was no more.

Because shoes and clothing products have a very large characteristic, short cycle and very fashionable, belong to perceptual consumption.

So it is very important to grasp the psychology of terminal consumers, and order will be achieved through communication with agents.

Seven cards: the sale depends on the order meeting.

Hong Zhaoshe: a year's order will be divided into two seasons: spring summer and autumn winter. Spring and summer ordering will be the products for autumn and winter this year. Autumn and winter orders will be products for spring and summer next year.

Spring and summer orders will generally be selected in April and May, September and October will be the peak period for autumn and winter ordering.

Ordering will be very important. Now it is a market economy, and it is a way to make production by selling. The sale of a year will depend on the order of two times a year.

Anta: the order meeting function is "service".

Xu Yang: before ordering, they would go to the show, including Anta.

Anta spends no more than a million yuan, so the cost is reduced.

The largest number of participants in the order meeting was less than two people, which made dealers feel that they were really thinking about them.

At present, the function of Anta ordering society is service.

Now we should focus more on services, guide distributors' sales, and introduce sales experience and promotion plans to distributors.

In the four or five months before the order, we have already made the promotion plan, including our advertising time and mode of delivery.

Then, how to sell these goods for training.

We have a shoe order of 350 thousand pairs this time, because Anta clearly told them the whole promotion plan.

Dealers are worried about what to do when ordering, and what to do with inventory. In fact, what companies need to do is to remove their concerns.

Zhen Ba: the purpose is to formulate sales strategy.

Hong Lianjin: the most fundamental function of order meeting is to determine sales targets and sales tasks.

Before going to the order, Jin Pu will convene the general agent to the company to hold a meeting. First, pick up the samples, then pick up the goods, clear the fashionable styles in the second half of the year, and have a preliminary grasp of the fashion trend.

The company also makes an analysis based on this, increasing production for the possible selling styles, so as to provide the dealer with a single need.

An important part of our order will be accurate sales information and style information from front-line distributors.

In the order meeting, Jin Ba made a special report, which was distributed to the distributor at the order meeting, and the sales data of each store were aggregated. The head office analyzed the business situation according to the sales data.

The true sales data must be the most clear dealer. They know the market situation, fashion style and customer's psychological needs most, so they must formulate sales strategies according to their data analysis.

However, some dealers may only feel the judgment of the market, and there is no systematic data and analysis. Therefore, the head office must refine the valuable market data of the dealer through effective form as an annual summary.

After the meeting, we need to analyze.

Hong Lianjin: after the order meeting, the strong leader will hold the post meeting analysis meeting, compare with the order quantity of the previous year, try to find problems, so as to prepare for the rest.

For example, a dealer's order quantity is obviously less than that of last year.

In addition, the spring and summer product orders in 2007 will just be over. We will go to the north market to investigate the market. We will start our work on the fashion trend of next year's clothing.

Xu Yang: now Anta divides the sales center into sales center and retail management center. The retail management center is divided into different districts and different customer representatives.

The purpose of doing this is to make it more detailed.

It is not possible to carry out extensive management of "shepherd" style after ordering goods, but also training and supervision.

Guo Hanyao: when you finish the order, you have to think about whether your order will be compared with your order last year. Do you have a lot of increase in your figures? You can't keep up with the production capacity. Do you have some OEM manufacturers to go further?

For example, now OEM manufacturers have also become scarce resources. Last year, you went to other people's OEM to ask them to produce shirts. This year, you just put your legs up here and think, "no matter what. Anyway, I'll give him orders for production", but when you really go to the order, he said that he had too many shirts with me this year and had to give it to you later.

There are also all temporary commitments in the order meeting. Do you want to summarize them and summarize them with others? Don't let people say they have been cheated.

After ordering "this thing is very important, for example, you order training at the order meeting, do you want to deal with the area of the agent after ordering the meeting, then ask the teacher to train him.

At the order meeting, the teacher spoke very well, how to improve the terminal, and how to train the terminal. After the order is finished, it will be realized.

For example, the general agent in Anhui asks the teacher to patrol the shop and solve the problem.