How Can Apparel Franchisees Purchase Orders By Using Buyer Models?

The domestic clothing agency franchisee is the main support for the domestic clothing brand and international clothing brand to carry out the effective development of the domestic clothing market.

Such a large group is an important disseminator of brand competition and brand culture of Chinese apparel brands.

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First of all, we need

1, the size of the order is not equal to the profit.

Many of the franchisees in the same place are ordering.

According to past orders, a large number of orders will be placed in a single style.

As a result, in the latter part of the market, competitors and other low-grade brands imitate a large number of the same styles, resulting in their own stock.

Such a thing has often happened in recent years in the operation of agent franchisees.

It can be seen from this problem that the domestic clothing market is not the kind of single market before 2000, but it will only lead to unsalable sales.

2, the high cost of ordering does not mean low profit.

This is a relative contrast in terms of buying orders.

High ordering cost means high brand awareness and high value of clothing products.

Such goods also represent high-end sales.

It will also bring some profit margins to the franchisees in the later stage of sales.

High priced clothing products will be unique and difficult to imitate in the use of fabrics, craft, edition, color and accessories, which will cause the difficulty of imitation.

It will bring a good competition distance to late market sales.

3, experience only means that the past does not represent the present.

The buyer has the experience of ordering.

But for experience, when I was training some international brand buyers in Europe and America, I adopted an oblivious way of thinking to them.

That is, let them walk out in an almost colorless world, and then let them judge the general goods in the most primitive and least thinking way.

This will soon enable them to look at the main styles and the styles that can lead the fashion in the later stage.

Acting franchisees in the clothing market experience about their own judgment standards.

If the experience is not good, it will become an inventory.

In order to buy a buyer, buyers of different ages often have to order the same general goods, so that they can order according to their own preferences and experience.

Then make an analysis and contrast, and in a very short period of time, you will find that the goods purchased by these long-term trainees are almost the same.

The reason is that they have found the angle of the order.

Our agents are actually our own buyers. We can't place orders only on the basis of personal perspective, vision and experience.

It is to combine orders with consumers in their own markets.

4, brand positioning buyer segmentation.

Many clothing products in China like to locate their age brands for their brands.

For example, the age of a woman's clothing brand is located between 23 and 35 years old.

This positioning is not right from the spread of the age free consumption style of brand development.

To see friends of these articles, I believe there are buyers who come into contact with Lssey Miyake or Eve St.

These buyers are my European students.

When they come to the mainland of China to take part in some orders, we can see that they will carry out their own unique details.

This type of ordering is the finest division, if we are now the 100 summer wear.

The location is 23-35 years old.

They will divide the 100 sections without age.

Only those styles that can be worn at the age of 23 can be worn at the age of 35.

Because they know that brand consumption, if there is age limit, first of all, that the goods are already developed immature goods.

For some of the substitutes that they operate, the brands with age consumption limits, such as age, are more obvious, so they will focus on the styles that are suitable for the maximum age limit.

This buyer's ordering style subdivision seems to have no definite age positioning choice, but in fact, the most detailed subdivision of each brand's style is made.

Because I know it as a buyer.

Brands, especially those with age boundaries, should find the most fashionable styles that can suit the brand consumption age.

Only in this way, when the market is sold, will no consumption be recognized for a certain style: This is a good idea, but it is not suitable for me to wear.

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5, shop sales and buyer data analysis rules.

Buyers are directly dealing with the market.

For the primary buyer's agent, it is necessary to learn to analyze the sales data directly.

The first primary analysis rule is the competitor shop analysis.

The shops around you are divided into three grades.

One is the same brand grade; the other is the substitution of brand grade; the other is to follow the brand rank.

The analysis of these three levels is the need for agents to observe and understand during their daily sales, and to analyze the key styles of competitors. The so-called key styles are those with good sales and poor sales, but can lead the next season's main stream trend.

These two styles will be the most junior buyers of agent franchisees who need serious study and research.

The alternative brand is similar in style, but its price policy is lower than itself, and the ability to imitate money is also fast.

These brands are the most powerful killer of brands.

Following the brand may be different from the style, price and age of the market.

But they can take away their own consumer groups in the market.

There are often unexpected items on sale.

It has brought a great blow to their sales.

Collate these sales data.

Is to better use in the next order.

Determine the fashion and popularity of existing products with a clear fashion perspective.

Here, I would like to talk about the characteristics of the technology of making buyers.

In the training of European and American buyer trainees, since 2000, I used an artificial fashion method to create buyer's fashion ability.

It is mainly buyers who, in the collection of goods development and fashion information in the current season, artificially develop and produce products with the theme factors of color, fabric, technology, style, structure and style.

In the current season, it may not show its best selling trend.

But the market accepted the concept first.

In the next quarter of the same market, before the arrival of the market, with a large number of goods to the terminal, causing a popular phenomenon.

This has created a trend of fashion and popularity.

At the beginning, some international brand buyers did not agree with us. We also had a lot of debates and discussions, such as Versace's chief buyer and product development master design - Weiss did not agree.

But later his buyer used this method to develop the open line technology in 2002.

In 2003, a popular fashion was launched.

Only then did he agree with my practice. At the moment, a mainstream method of presupposition popularity for the buyers of international brands is now available.

Of course, it is not effective for domestic franchisees to use this method, but to have the trend of finding this presupposition.

This is helpful for analyzing the competitors and analyzing the specific data of their brands.

Although data analysis is boring, it is the most powerful way to discover rules.

The addition and subtraction multiplication and division of numbers can be done.

It does not need too many complicated conceptualized formulas to analyze.

In the sales data of their stores, as long as we do a good job of statistics, and then find out in the sales statistics.

That's all right.

6, ordering is not a commodity that is popular in the market.

At the beginning of this statement, many of the franchisee friends argued with me.

Including my Wenzhou and Hangzhou's two brands international agent franchisee is also such a view.

I said, if you order my goods, I hope the more you order, the better. But when my products become popular fashion, you will have enormous competition pressure and inventory pressure.

It's not good for my brand.

We all think that this is a fashion that we can not do. The most popular style can only be used as a brand display overall rather than a sales style.

It is also hoped that the owners of clothing enterprises will recognize this.

I believe I will be of great help in developing goods myself.

In clothing industry, the origin of popularity comes from several international brands, whether men's wear or women's wear and leisure.

However, often in the most popular time, the theme styles displayed in these brand shops are not those popular styles, but are popular in the next season.

Why is that? This is because the life cycle of the style is there.

Only the eternal color, no permanent style! I also hope that the agent's friends will notice when ordering.

Among the buyers of European and American international brands, all of them are involved in orders and will reach thousands of times. They are well aware of the design and processing capabilities of OEM enterprises everywhere. They do not rely on experience to place orders.

It's about making orders by making fashion.

Here, because the length of the article is limited, I list only the usual problems and understanding of these problems.

I hope domestic clothing agents and franchisees and dress enterprises will realize these problems.

And actively and improve their product development mode and order mode.

The development of brand is not culture, not age, but background.

It depends on style! Any brand in the world, if there is no good style in every sales season, will soon lose the brand culture and its unreal value.

With the style, there is the market and the market has the brand culture and value.

This is the most important dress brand.

From the above, we can see that the domestic agent's order is based on experience.

The original method of placing orders based on feeling.

This has not only caused the same style of clothing market, but also intensified competition.

Also caused a decline in inventory and brand style, long will make the domestic clothing brands are in a "brand mainland goods" phenomenon.

That is, everyone is a brand, whether wholesale or retail, regardless of size is brand.

Then China will not have a real brand.

When franchisees choose brand management and order, they will feel confused.

Using the buyer's order can not only effectively improve the speed and quality of product development of clothing brand enterprises, but also enable their agents to have good sales after ordering.

Now, I will briefly introduce the way of ordering the franchisee buying mode.

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1, the purpose and significance of clothing brand enterprise order meeting

First of all, clear the purpose and significance of clothing enterprises ordering.

The purpose of ordering several times a year in domestic clothing enterprises is to aim at the release of new products, sales of prospective orders, and investment.

This understanding of clothing brand enterprises must be corrected.

These three purposes are the key points, but not the absolute ones, and the absolute point is to conclude the sale of goods with the agent franchisees.

Find out the problems of the goods developed by the company every year.

The overall and individual structure of goods ordered during the season are analyzed.

Find out the shortcomings and speed up the improvement of the operation mode of the buyer's clothing enterprises.

Better make their goods in the order meeting get different market agent franchisee's identity.

Problems should be improved immediately, especially the structure of goods.

Some domestic enterprises order, only want to listen to the agent joined the business to say good, some enterprises are the development of goods development unfavorable sales situation added to the agent franchisee.

Such a practice is wrong. Any clothing brand in the world is deficient in product development.

This is a serious problem in the domestic clothing brand enterprises.

Therefore, our clothing enterprises should be clear about the significance of product ordering.

It has not yet formed the next season of sales, we must find out the problems in the presence of goods.

Then make improvements.

Only in this way can enterprises gain greater market returns.

Now, the major clothing brands in the world have gone through the improvement of the buyer's operation mode.

The pattern of product development and ordering has also changed. You can see some changes in international brands on orders.

Focusing on product development is the eternal topic of ordering.

And the introduction of buyer mode product is the most powerful order for clothing enterprises in France.

Agent franchisees can be said to be buyers in various markets.

They clearly realized that a plate would be erotic.

Therefore, our enterprises need to have such a meeting before they develop their goods, that is, the next quarter of the product development agent information collection and discussion.

If there is no professional buyer, then the main personnel of the sales department and the designer of the product development department will be present to participate in the discussion with the franchisee.

Make clear the draft of product development.

2, ordering in the brand sense is a small number of ordering methods.

Is the era of personalized consumption in Chinese apparel market coming? When a buyer of GAP brand asks me such a question.

I said that it has arrived! But our agent franchisees are still doing a large number of orders in a single style, ignoring the practice of displaying the whole and a small number of orders.

This brings some negative effects to the product development of clothing brand enterprises.

In the end, enterprises only focus on the supply of goods with large orders, and they are not interested in developing other styles.

Many styles and fewer orders can be solved well under the buyer's clothing enterprise operation mode, but for traditional clothing enterprises, they will be limited to their production and supply of goods.

This has also created a phenomenon that domestic apparel enterprises do not have a large brand.

The solution is to reform the buyer's mode.

The use of different production and supply resources, the introduction of enterprise buyers into product development.

With more styles, fewer batches and limited production volume, we can improve the quantity of clothing brands.

In order to better cater for the arrival of this kind of personalized consumption in China.

3. Wholesale order is random order method two

Random order refers to the large number of franchisees who join Brand Company, and the franchisee runs their own store brand or product brand in the way of corporatization operation.

In this way, the agent franchisee is an individual buyer.

Take random orders, look at sample purchases, and guarantee the structure of goods in the stores with the largest quantity.

Build your own store brand and product brand.

4. Expected sales analysis order method

Expected sales require agent franchisee to have buyer's expected sales analysis capability.

At present, the quality of domestic agency joining is somewhat difficult.

The analysis of expectations by experience is no longer feasible in today's market.

This method is that the agent franchisee needs to have a high degree of accuracy in grasping the fashion trend and a high degree of sensitivity to fashion. It has a professional analytical ability to analyze the color, style, structure, process and probability of imitation.

In order to constitute their own unique expected sales analysis method.

In the expected sales law, the expected sales of goods in the same quarter last year could not be used as the standard of reference analysis.

This point is hoped that the agents of franchisees should note that last year could only serve as an auxiliary reference.

It can not be the main reason, because last year's popularity and sales environment have undergone substantial changes this year.

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5, shop capacity analysis ordering method

This is an order analysis method for the sales ability of the shops.

There is always a phenomenon similar to the 2:8 rule when ordering and selling clothing products.

That is to say, only 2 of the ten styles are the best ones.

These two styles are for those who have no ability to do sales.

Because the style is good.

No way to grasp the sales method can be completed.

And in store sales, there is also a permanent 8:2 rule.

That is, ten styles in a good shop, eight are very good sales.

This is a kind of ability of people with strong operation ability.

The analysis of the operation level of the shop, the sales manager, the selling hand and the comprehensive sales ability of Chen Li Shi is a main calculus variable that constitutes the ordering method.

Therefore, this requires agent franchisees to develop and improve their sales ability.

To determine their store sales capabilities.

Realistic analysis of improving orders.

The buyers of clothing brands in Europe and the United States have a very amazing understanding of the sales ability of all their stores.

Communication with shops is done almost every two to three hours.

In this way, no matter where they travel, they can clearly hear the voice of the shop and the consumer's demand for new styles of clothing.

Make your order more clear.

With regard to the order of buyer mode, I would like to talk about it first. If domestic agents and franchisee friends still need me to say more buyer's order, you can contact Jin Xiaoying through fashion brand network.

I will use fashion brand network as a good communication media to share with you some buyer's ordering methods.

Finally, we need to stress some of the problems in ordering.

1, when developing products.

We must take into account the trend of regional market.

For example, develop 100 styles.

Agents in Shanghai may make the 20 best fashion or fashion sense.

The agents in Shanxi may not need these styles.

Because the trend of domestic fashion is from south to north, from east to west.

The route and popularity cycle of each region is about half a year.

It is also a year for clothing products.

This kind of understanding does not mean that Shanghai is popular. People in Shanxi do not know.

The Shanxi market also knows, but because the local style is different from the environment that consumers accept and dress, it will affect sales.

This enterprise needs to notice when developing products.

Buyers need to keep their buyers' annual activities in the sales market.

Determine the practicality of enterprise product development.

Don't close doors.

2, we need to strictly control the period and band of goods.

This is very important, the control is not good, and its style is imitated. If the new sales fail before the selling season comes, it will cause a decline in sales.

3, the enterprise supplies and the agent joins the merchant to order.

For regions with large differences, we must strictly control the repeatability of styles and not be able to make the whole country red in the past two years.

It's about different markets for different products.

The difference between prices should also be reflected.

Such brand is the brand aiming at the market.

4, agents should learn to control their replenishment volume.

Do not blindly replenishment, which will cause their inventory to rise, and also block the progress of new product development.

For those good selling styles, make clear sales analysis and follow up every hour.

Learn the way to buy a hand.

5, size problems and display integrity problems.

Size agents should be clear about the height of the target consumers in their market.

Control the size of goods, display integrity, which involves the company's product development plan, the combination of the overall goods and the display plan of the general manager.

And we should teach the franchisees to display some of the changing techniques, thematic evolution and display maintenance.

The order style should match the display plan.

As for the order of buyer's mode, I just mentioned some basic methods here.

There are no major ways to buy orders, such as the order splitting method, the ordering decompression method, the order number method and so on.

This is mainly the order method, which is the method of ordering clothing by some professional clothing brand buyers.

If you are interested, you can give us a brief introduction later.

The agent and Brand Company of domestic apparel enterprises are in fact the most demanding training courses for buyers.

Because it can promote the two-way progress of clothing brand enterprises and agent franchisees.

Enterprises and agent franchisees all need to train their own buyers. This is very important. It is also a good foundation for a good brand.