Dealer: Precision Order Starts From Terminal.

Doing retail is doing inventory.

Some people may say that my goods are fully booked, but why not sell them? I will say, on the surface, that the goods are ordered too much, but in fact, there is a problem with sales.

The traditional brand management mode emphasizes the localization and popularity of the products. The product mix is monotonous or too commercial, and lacks the integrity of the brand, resulting in the complexity and combination of the style and color of the listed products.

In addition, business planning is not professional and unreasonable, such as single patchwork, many styles and clutter, lack of theme, discontinuity and discontinuity of goods, and terminal products are not integrated. Eventually, they can not form a unified store style and display chaos.

In this way, agents can only rely on their own sales experience and personal eyesight to order.

So, how can we execute precise orders?

The store manager is the best professional buyer.

The author believes that enterprises and agents should have the concept of single shop ordering.

But this order form is very demanding for professional buyers.

Professional buyers must be very clear about the sale of goods and are very familiar with the trend. They can judge whether a certain item is popular and popular next year.

Buyers usually have strong control over the terminal.

Because of the long line of contact, the store manager is very familiar with the goods and customers' interests in the past year, so the store manager can be regarded as the best professional buyer.

But the current situation is that although many agents have begun to invite better dealers to go to the manufacturers to order, we still can hardly see the manager's appearance at the order meeting.

Discerning terminal data scientifically

Monthly reports, quarterly reports, semi annual reports and sales of single stores last year are all the benchmarks for ordering this year.

After the terminal data is accumulated, it will be aggregated to the agency, which is the basic quantity to be set up this year.

Besides, in addition to calculating the basic quantity of orders, dealers should also consider various factors:

First, how many new stores will be opened this year, how big the new stores are and how many goods each store should take.

The dealer should make a reasonable prediction and add the estimated quantity to the quantity of the order this year, otherwise there will be no new goods sold or sold out.

Secondly, the data provided by the store manager are conservative, basically the sales figures, but the order quantity is not only sales volume, but also inventory.

The normal rate of sales and inventory is 1:1.5, 1:2 or 1:3.

The best ratio is 1:2, that is to say, to sell a pair of shoes, the same style of inventory will have two pieces.

Again, we should also consider the accompanying goods.

Accompanying goods is that some goods are basically not sold, but if there is no display, the next item will not be sold. This phenomenon is quite common in sportswear, and it is also a problem that the terminal can easily ignore.

The common practice of business people is that when a certain item is not sold, this year it will be reduced or not set. However, it does not take into account the sales promotion effect of this kind of sales to other items. Without this foil, there will be no sale of safflower clothes, and there will be no indication of terminal selectivity.

Therefore, dealers must know which goods are "lined goods" and make specific additions.

Finally, it is very difficult to get rid of the inventory independence situation.

For example, there are many sports pants in this year, and it is very difficult to sell pants alone, and the system can solve this problem by taking the goods: selling the pants in stock and the new products this year.

Therefore, this year's jacket must be booked to take inventory out.

On the contrary, if there is a lot of trousers last year, even the tops will not dare to make more orders this year. The customers' option is very small, which may cause more serious consequences: last year's trousers and this year's top coat became stock.

The data collection of terminal information is also beneficial to the brand enterprise's system.

Some enterprises find that the total agent is afraid to make full orders because they worry that too much advance payment will affect the withdrawal of funds.

I believe that this worry is actually worried that franchisees can not sell goods.

If we can guarantee the sale of goods, the general agent will not have to worry about this problem.

Therefore, in the final analysis, this problem can not be scientifically mastered by terminal information.

The key to retail is to do inventory.

Dealers need to place more orders.

From a manufacturer's point of view or from a dealer's point of view, goods are not ordered enough, which will affect sales.

We often find a common contradiction in the order meeting: how much is the stock?

The author emphasizes a concept: retail is doing inventory.

If there is no stock or inventory, this shows a problem: your goods are not enough to sell, and your potential is not played.

Inventory is bound to exist, but there is a key problem, that is, how to reasonably grasp the degree of inventory.

After all, a reasonable inventory is not a malignant inventory, but a prerequisite for a good terminal.

Take a shop with 80 square meters and 3 facades as an example. The store rent, water and electricity charges and personnel wages are fixed. The more goods sold, the more profitable the store is, the higher the profit.

And selling too much must be based on enough goods.

For example, customers look at a certain style but do not have the right number. Unfortunately, why is there such a situation? In the final analysis, it is a shortage of orders.

Loss of a customer can be predicted by this formula: 1:25:8:1.

In view of this, 1 customers are consuming in a store, and there may be 25 brands to spread the brand. And there may be 8 prospective customers in these 25 people who will take a look. The 8 prospective customers may also make a deal. This is the birth of 1 new customers. After removing the intermediate links, we will see that 1 customers will at least bring in 1 new customers' consumption.

Therefore, it is horrible to lose customers by breaking codes.

At the same time, terminal stores also have a magnetic field effect. Many people enter a shop, which will lead more people to enter. Fewer people are interested in shops, and fewer people are willing to go.

Therefore, sufficient goods must be a prerequisite for ensuring sales.

If the goods are few, the salesperson's sales skill is higher.