Fujian Style Men'S Clothing To Do Fast Fashion, How To "Marry" Distribution System

In the previous issue, we reported "withholding inventory and cost pressures". Men's clothing enterprises Try the "distribution system" - - can the Quanzhou version of "ZARA myth" be staged? This idea has aroused wide discussion in the industry. Many enterprises expressed their views on how to "marry" the distribution system of Fujian men's menswear. Guests of this session:

Yuan Qi, deputy chief Tang of brand

Liu Yiqun, general manager and art director of Wolf Road dress

Q: what do you think? Distribution system Is it an individual choice of fashion leisure enterprises or the future trend of the whole men's clothing industry?

Tang Yuanzhang: in terms of brand, if we are in the market share expansion period, we should use the distribution system in a timely manner, so that we can better occupy the market and expand connections. If the brand develops relatively well and has a certain amount of capital, it should be a two pronged approach rather than a single order or distribution system. Because the single system can not adapt to the market, although the ordering system is simple and quick, it has no ability to develop the distribution system, and the rate of return is relatively low. While the distribution system is conducive to the brand maintenance channel construction, its cumbersome operation also makes the brand invest a lot of manpower and material resources. Therefore, finding the right brand development stage and implementing the corresponding system are shortcuts for development, and will also be the trend of the whole men's wear industry in the future.

Liu Yiqun: neutral elements are especially active in entertainment, clothing and other industries in recent years. Men's dressing needs and choices are no less than that of women. The implementation of distribution system is a trend in the future compared with men's clothing industry. In recent years, the "circulation system" has been indirectly generated by the popular cycle, the fashion of "fast fashion" marketing, and the objective elements of ordering and inventory pressure.

In the past, the consumption pattern of mass leisure has been gradually replaced by fashionable brands with high product renewal rate. The distribution system has many advantages, such as small quantity, small amount of increase and decrease in freedom. Enterprises can flexibly control the styles of R & D and production according to the layout of stores, market reflection and international instant trend. Agents can also freely control the distribution of styles according to the current inventory and terminal actual sales data, so as to reduce operational risks. For most of the development of men's wear brands, it is only a matter of time before we can solve the pressure of inventory and remove the burden of our hearts. We must control the commodities well before we can go to the light.

Q: can you tell me how the distribution system of your company works?

Tang Yuanzhang: 1. training Buyer 。 The advantage of training buyers is that both the order system and the distribution system have a certain lag in the market reaction. The distribution system is pressed for time, and it takes half a month to join the franchisees, and the quality is difficult to guarantee. But if you have an elite buyer, you can adjust your product at any time according to the market changes. In terms of popularity, buyers are most likely to avoid forward-looking errors.

2., establish a fast response channel. Using a strong logistics distribution system, the company makes a reasonable mobilization and distribution of goods, and makes a summary and analysis according to the climate, economic level and consumer color, style and style of the stores, and delivers different products to ensure that the goods meet the market demand. On the other hand, the company headquarters can also grasp the sales and inventory situation of each retail terminal in real time, improve the ability of rapid response to the terminal market, and shorten the leading period of the product.

3., we should pay attention to training franchisees and control the number of franchisees, so that franchisees can reach the same distribution level as direct stores.

Liu Yiqun: the distribution of Wolfe costume is allotted according to the local population size, style of dress and consumption habits. At the same time, we analyze and control the ratio of the order data. When the products are allocated, the basic funds are allotted according to the sales performance ranking of the stores, and the image section is conducted by guiding the shop staff to make the main push test marketing.

Q: although "fast fashion" is often mentioned, it is a great project to achieve "fast fashion". What measures do your enterprises have to improve the speed of reaction to the trend?

Tang Yuanzhang: according to the tradition of the clothing industry, a garment from the workshop to the consumer has to go through many different levels of distributors, and after the intermediate links are turned around, the reaction speed of the tide is greatly reduced. And the way to break the habit is to use the terminal as a guide to develop the downstream, and then gradually penetrate upstream to establish a vertical supply chain. Put the whole chain in a community of interests, one hand is a factory, the other is terminal, and there is no intermediate link, so that a quick reaction can be achieved.

Liu Yiqun: "fast fashion" has been popular in the world and become the mainstream of clothing brand marketing in recent years. Its successful operation depends on five aspects: first, the collection and control of international popular information; secondly, the style refresh, replace and transfer rapidly; its three, mix and match is fast and convenient; fourthly, the price is moderate and easy to accept; fifth, limited production, and it is not easy to crash.

Over the years, we have adopted the 1+1 production mode of annual fixed style + temporary increase in the R & D and production. Combined with brand style, we took the latest international popular information, technology features and hot topics to the terminal store for the first time to engage in zero distance contact with consumers. This is also one of the marketing ways to attract consumers to enter the store and form a "fast fashion" marketing featuring wolf brand characteristics.