&Nbsp, A Distributor'S Shop Planning.

In recent years, the term "commodity planning" has only been concerned by many brands in the apparel industry. The successful brand actually introduced the mode of commodity planning very early.

Clothing Brand Merchandising refers to the development, design, production and listing of brand products. We should plan products at suitable time, suitable business area, suitable quantity and suitable price plan, so as to ensure accurate brand positioning and maximize operational risk and cost control.

Of course, so far, many small and medium-sized brand enterprises still do not have a systematic plan of commodity planning, and the word "commodity planning" may sound strange.

But the market and competitive environment will not win or lose because of your understanding.

What I want to share with you today is how the brand terminal stores get maximum profits through I merchandise planning.

Because of its vast territory, a brand, despite its very systematic and creative product planning, is facing the target consumers of the whole country, producing and designing a unified product style combination. However, it often goes to the terminal stores. Because of the differences between the operators' aesthetics and industry experience, the realization of a clothing brand's product store may have gone against the original product marketing concept of the original product planners.

So today we share the planning of terminal stores, commonly known as store ordering plans.

Let's take a look at the difference between the Brand Merchandising plan and the store dealer ordering plan.

A complete product plan of a brand will combine the marketing target of the new season, the display and display of the store shelf, and the characteristics of the channel to plan the product category and style. There are no comprehensive factors such as the difference in the area of the shop, the competition difference among the business circles of each agent, the difference of regional consumption culture, and how to sell.

Brand Merchandising mostly focuses on product design and production planning.

This is not a brand dealer irresponsible to the dealer, but it is very difficult to control such a process of operation, it is very difficult to operate.

And terminal stores are different, it is necessary to consider whether the goods sold can be sold when ordering. Therefore, it should be said that the business risk of dealers is far greater than that of brand dealers, because dealers' order checks are not only simple.

It is often seen that many dealers will decide the ordering plan this year according to the product sales situation in previous years. This is not a concept of planning.

Planning is known as the business plan integrating strategy and tactics. Many clothing brand dealers are only sensitive to quantity and amount each time they order, but there is a lack of concern about the sales strategy and combination characteristics of clothing products.

This is very easy to form the industry behind the vicious competition, discount sales and other activities behind the real reason! Not fully planned, can only be sold to see, can not sell the discount, so a bunch of discounts, the result is not easy to sell discounts.

The main significance of store merchandise planning is to find out some effective measures according to the problems encountered in sales, and integrate such sales strategy into the order plan, maximize the risk of evading market, and increase the sales performance and digestibility of products.

There are several common problems in store clothing sales:

1 customers who enter the shop see more and buy less.

2 the customers who enter the shop may value a piece of clothing, but they give up because they do not have the right matching.

3 the customers who enter the shop may like a particular style, but they can not accept the clothing version and size.

4 the good selling styles are sold out very early, and no discount is available.

If we use sales strategy to deal with the problem, we should consider the following countermeasures when ordering at source.

The customers in the 1 shop see much and buy less.

This is the reason that the distributor is not enough for the product positioning and the consumer target group analysis, and the solution of this problem may take two aspects into consideration.

First, we need to re analyze whether the selected brands are correct. Two, we do not have sufficient customer purchase analysis when ordering products, and then make accurate orders after target customers' purchase analysis.

2 the customers who enter the shop may value a piece of clothing, but because they do not have the right collocation, they give up the purchase. This is when the ordering plan is not fully considered the proportion of the matching of the product category, and there is no analysis of the consumers' collocation needs, but only the market is estimated, and the sales opportunity is missed. The loss may not only be one, but a set of turnover.

3 the customers who enter the shop may like a particular style, but they can not accept the clothing version and size.

This is a lot of situations. Although it is a little difficult, there are still some ways to do it.

For example, people who like to wear some styles and styles have certain rules in their physical characteristics. The experience of a dress consultant is very simple for me. For example, people who prefer straight lines will have wider shoulders. For example, the style of straight line style should be designed with shoulder, vertical collar and vertical line to satisfy the customers' expectations, and the size is mostly medium to large.

There are many ideas like this, which will not be lost when ordering money.

Of course, the key here is to grasp a certain proportion of style and style. It can not be treated like the proportion of only products in the past. Any sales data are generated in a dynamic way. The sales data of the short style can not be understood.

4 the good selling styles are sold out very early, and no discount is available.

This problem is mainly due to the fact that there is not enough time to make up orders for clothing products. There are many short selling periods for products.

And the idea of making money through several styles is also handed down from the wholesale clothing business. It is not suitable for retail.

To solve this problem, we need to be familiar with consumer preferences, and increase the proportion of best sellers through different proportion of styles and sales plans, so as to raise the proportion of best sellers.

And so on, there are many similar problems and solutions.

To sum up, the way of making money by clothing dealers has gone through several stages.

The first stage is the age of opportunity, which is the age of seller's market from eight to nine years or even after 2000. As long as the shop opens on the era of making money, the number of shops is measured by the number of shops.

The second stage of management, when more and more clothing dealers, many people joined in, that is, from 2000 to 2008, the vicious competition and non-standard management of the market make the industry mixed. At this stage, many people choose to build management system, participate in sales incentive training, display training, in order to get more achievements.

At this time, the number of shops is not the basis for making much money. The clothing industry's metabolism and shops have opened and closed frequently.

The third stage is the comprehensive planning age of stores, that is, after the financial crisis, the consumer clothing consumption values have undergone subtle changes. Many brands are scrambling to seize the stage of the Chinese market. Now the clothing store operation often makes the dealers who have been operating for many years helpless. The new round of business strategy competition begins. This stage will thoroughly test the comprehensive clothing management quality of the dealers, and the clothing business has become a high threshold industry.

The following is my exclusive research and development of terminal store planning course for readers to share.

[syllabus]

Understanding regional consumption patterns

Demand market analysis model in the 1 quarter

2 forecast and analysis of fashion sales

3 the analysis format of the comprehensive consumption pattern of the business circle

Two master competitive environment segmentation and competitive strategy

1 competition research and important information collection

2 competitive trend forecast method

3 how to deal with competition design competition strategy

Three use store commodity profit model to evaluate and plan.

1 self inspection of merchandise profit pattern

2, how to win through the commodity profit model.

3 how to adjust the original commodity operation mode?

Four upgrading merchandising strategies and key points

1 commodity combination rules based on commodity strategy

2 the pattern of product mix design

3 sales of goods combined with contingency execution

Five share store product portfolio planning case sharing

Six real product mix, style marketing

1 style subdivision combination strategy

2 practical skills of style combination of goods

3 how to distinguish the customer group differences of various clothing styles

4 goods mix and sales mode management

Contact the author:

[course income]

Grasp the sales strategy and method of store combination.

Implementation of product order plan that can more accurately predict sales.

Avoid reducing the risk of selling goods not ready for sale and selling unsalable goods.

Ensure the combination of scientific and reasonable stores

Ensure the implementation basis of sales management and sales targets.