A Pair Of "Buyers" Four Models Of Footwear Industry Success Model

Hands have different models in different enterprises.

Hot air: buyers have absolute authority.

Every season, there will be an important communication between the management department of hot air and the purchasing department, and the next quarter's purchase plan is determined mainly by the basic consensus on the trend and the total quantity and budget.

This is actually the buyer of hot air data.

Since its inception in 1996, hot air has relied on the "buyer mode" operation.

Without its own factory or even a fixed foundry, it takes advantage of the resource advantages of China's huge and similar production bases. It collects styles and products through buyers, and then orders directly to factories to achieve rapid response.

It is understood that Chen Xin, the founder of the hot wind, is an old buyer.

Chen Xin introduced the working process of the hot air buyer, saying: "first, the hot air buyer will directly negotiate with the manufacturer after he looks at the style.

They may directly place an order, or they may make some changes with the manufacturer in terms of materials, styles or aspects.

All these are judged by the buyers according to their experience and market information.

Second, buyers and manufacturers should monitor the production schedule and product quality after determining the style, raw material, price, quantity and delivery time of the product.

Third, after the completion of the manufacturers, the logistics companies are directly pported to the hot air stores and distribution centers, and the number of products in each store is set by the buyer.

Relying on buyers to directly connect suppliers and sales terminals shortens the process of product listing.

As long as half a month is short, shoes that are bought by buyers will appear on the shelves of hot air chain stores, and the supply of clothing will be faster.

At the same time, due to the elimination of distributors, agents and other intermediate links, hot wind products can also gain advantage in price.

Seven wolves: clothing needs more buyers.

"Seven wolves have set up a buyer for two years.

For personalization, the buyer's function will be weakened, and the buyer is more important for the clothing brand that does not emphasize the design sense.

Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, interviewed in an interview with "textile and clothing weekly", said with deep feeling.

In product planning, the seven wolves adopt the form of combining designers with buyers.

Buyers know more about market trends than designers.

Buyers need to provide the correct information (including products and raw materials) for the designer to refer to the development products at the right time. During the product design period, they should also participate in procurement and product control, including pricing and cost, so as to make the products more responsive to market demand.

In addition to developing products with designers, what are the main responsibilities of the seven wolves?

In product production, buyers should inspect and evaluate suppliers of seven wolves, control cost budgets, set up suitable retail price system, and check the draft of merchandise design in the perspective of "whether to sell well", study the version in depth, check the quality of commodities, and at the same time, "consider how to assemble goods from the perspective of seven wolves brand, not to let customers choose goods", especially to strictly examine the goods of the order.

Like many brand buyers, the seven wolves' buyers should arrange incoming and receiving according to the sales plan and stock situation, control the goods on the counter, replenish the goods, adjust the goods, return the goods and stock, formulate the handling plan for the over season goods, track the sales information and make the promotion plan, and summarize the sales situation and review every quarter.

Nochi: buyer achievement is fast fashion.

The domestic fast fashion men's clothing brand has also introduced the buyer mode.

According to Ding Hui, chairman of Limited by Share Ltd in Fujian, after the decision to take the retailers' road in 2001, he introduced the buyer system.

At present, a group of nearly ten buyers has already been in the company.

The buyers of the fashion are rapidly learning their fashions by drawing on and pforming fashion trends.

The company does not produce factory buildings, but orders orders from its own brand, and then delivers them directly to all terminal stores nationwide.

It is worth mentioning that NOGE's membership system: all the guests' data coming to NOK Chi shop will be collected. The advantage of this is that they can control the retail terminal in time and understand the needs of consumers at any time.

When customers step into the stores and have consumption intentions, they will be absorbed into their own members. Customers can enjoy membership preferences and multiple value-added services such as receiving greetings on festivals, birthdays, bonus points and rebates.

The company also launched a dual currency credit card with a bank to provide financial services to its members.

Ding Hui believes that enterprises that adopt the SPA mode can no longer need to set foot in the design: "SPA mode pays attention to the word" fast ", so long as we have control over commodity planning, design, production and retail.

As long as buyers and designers make commodity plans, design can rely on integration of resources.

Because there are a lot of ODM manufacturers who produce supporting products, they have strong design ability. As long as they give them product planning and communicate with design requirements, they can quickly design and proofing.

If all the design is done by itself, it will require a lot of manpower and material resources, and the cost will be very high. "

All customers: buy in, and sell it.

When the entity brand gains the profit brought by the buyer mode, online brand fan Ke Cheng pin is also unwilling to be lonely, and quickly starts the buyer system.

Ke Linli, vice president of fan Ke Cheng (Beijing) Technology Co., Ltd., in an interview with this reporter, said that VANCL began to implement the buying system in 2009. The current R & D pattern is the combination of designers and buying hands.

Buyers and designers need to be sensitive enough to market and fashion trends.

"On the basis of this, designers design products that are suitable for brand tonality, and buyers are based on this. Through various channels, they find more products, change them into their own brands after a slight change, so that brands have more possibilities and imagination, and have their own ideas on sales strategy."

Ke Linli believed that the buyer should be the person who bought the product in Brand Company and sold the product again.

In Van Kee pin, the rhythm of product listing is controlled jointly by buyers and product planners, including inventory control, so sales are also a part of buyer's work.

"In this way, buyers have to be more concerned about inventory, and when buyers decide how much to buy, they have already considered sales and inventory."

Sweet taste Enterprises

Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, said: "the buyer of R & D system is a professional person who is divided into groups according to the overall plan. They need not only understand the needs of the market, but also need to know the design and research, and the comprehensive quality requirements are very high."

Chen Xin, founder of hot wind Footwear Co., Ltd.: "in hot air, buyers have absolute autonomy. They are fully responsible for the selection of commodities, adjusting the design plan, negotiating with suppliers, placing orders and quality control."

Ding Hui, chairman of Limited by Share Ltd in Fujian, said: "the industry claims that it is China, but the marketing mode of the local company has its own original part compared with ZARA, which is membership marketing."

Ke Linli, vice president of VIC (Beijing) Technology Co., Ltd.: "many companies have different positioning and understanding of buyers.

Some of the company's brand buyers perform the front-end selection duties; others engage in intermediate procurement; others take charge from the beginning to the end.

Specific buyer responsibilities vary from company to company, but it is certain that buyers are playing a more and more important role in VANCL products.