Busen Chongqing Marketing Center Uses Commodity Planning To Promote Channel Construction

First, put forward

In recent years, with the rapid development of the apparel retailing industry, more and more arguments about channel construction, terminal construction, service system, product positioning, brand strategy and other important elements emerge in an endless stream. Especially, the idea of "channel is king" and "winning the terminal" are increasingly recognized and valued in the industry.

These business ideas are the inevitable result of the pformation from "seller's market" to "buyer's market", and also the pformation from selling commodities to selling solutions.

Today, garment industry is no longer a "merchandise oriented" marketing mode, and channel has become an important customer of the enterprise. Previously, it only sold the goods to the channel, but it could no longer satisfy the needs of the channel. If the enterprise could provide solutions such as "commercial products + management experience + marketing methods + services" to solve the problems effectively, then the right to speak in the channels of the enterprises would be improved correspondingly.

So today's "

Commodity Operation attaches great importance to planning and data analysis, and plans are constantly being decomposed, data must be constantly analyzed and summarized, and constantly refined in the process of marketing operation; in fact, real marketing management is a kind of behavior around the realization of commodity plans and control of their results; therefore, brand culture, image, location of shops, services and so on will continue to increase value through commodities and satisfy consumers' desire continuously.

Two.

1, commodity plan guidance channel plan

When implementing different channel policies, there will be different commodity plans.

On the contrary, commodity planning directly guides different channel strategies.

For example, the profit target of an enterprise should be directly directed to the formulation of a commodity sales plan, the sales plan should be used to calculate the commodity purchase plan, and the commodity purchase plan shall be guided to formulate a channel development strategy.

2. Commodity plan is the standard of channel construction.

Whether the channel construction is reasonable or not, there is no uniform standard in the past, or it can be directly assessed by profit or assessed by useful functions, so the evaluation method is "humanized" to me.

The real channel construction is based on "commodity" as the core and "profit" as the ultimate goal.

Channel construction is in line with the principle of commodity planning, which can reflect the value of commodities and bring profits to enterprises.

Therefore, the accurate data involved in the commodity plan is a direct assessment of the success of the channel construction.

3, commodity structure determines the channel structure.

The proportion of new and old goods, the age of goods, and the proportion of stock items are directly related to the channels that these different types of commodities have to get and to sell with corresponding marketing strategies.

For example, according to the structure of goods age, the types and matching of these channels such as price stores, discount stores, semi discount stores and image shops should be planned.

Three, how to use commodity operation to promote channel construction.

The way to achieve the brand's strategic target management comes from the marketing plan and commodity planning. That is to say, how much achievement and profit we need to achieve to support the survival and development of the enterprise, what commodities we use to meet the market demand, how can we meet the demand through commodities, and on this basis, we begin to plan the commodity plan.

The main basis for formulating a commodity plan is data, reference to sales performance in the past year, marketing plan for the next year, marketing plan and merchandise planning play a key role in the commodity plan; in brand operation, there are three fulcrum; in short, how many commodities do we need to sell to achieve performance indicators?

The first step of making a product plan through a performance goal

The performance goal is formulated through four aspects: the analysis of historical sales data, the sales forecast of existing channels, the growth point of profit and the development of future channels.

Commodity planning is based on performance objectives to "subdivide" data, including single store growth, growth or decrease in channel number, channel type change, clearance plan, etc.

A reasonable commodity plan can promote the effective integration of all resources in the channel so as to maximize profits.

The second step is to develop shop types and grades through commodity sales data.

A detailed analysis of the characteristics of commodity sales in a certain period of time is made to classify the types and grades of stores, including commodity series, price segments, upper and lower body positions, and the proportion of positive prices.

The type and level of shops are not invariable. They will be changed through the adjustment of commodity operation in a period.

Only by means of differentiated planning and management, can commodity sales be carried out more effectively.

The third step is to develop channel sales strategy through commodity planning.

In recent years, clothing brands have adopted the method of "band listing" more frequently, that is, each season's products are listed in different periods to meet the continuity and freshness of market sales, and to use "refined development" products to meet the market's demand for climate, channel and regional consumption differences.

At different wavelengths, the sales strategy used by the channel is also planned.

For example, the new product launch stage, the commodity promotion stage and the commodity clearance stage are different, so the corresponding channel strategy will also be different.

The ultimate goal of an enterprise is to create profits, and commodities are the carriers of the essential attributes of profits. Price is the embodiment of the value of commodities, and how to reasonably operate commodity prices in the market to get the best value embodiment, which directly determines the income of enterprises. And channel construction is an important way to reflect the value of goods. Therefore, how to better guide the above commodity planning to guide the channel construction in an accurate way is the most important part of the marketing plan of Busen Chongqing marketing center in 2010.