Buying Rule Three: Buying Hands

Obviously, style collection can buy samples directly from the market, pick up styles in the OEM manufacturers' development, combine the styles with buyers and designers, and cooperate with the outside.

Yao Xiaoyun said that after the first sample is revised two or three times, it will be confirmed at the confirmation meeting, and then the manufacturer will do it.

Sealed sample is a standard sample garment for buyers and sellers to accept large goods in the future. One is left for buyer, the other is for factory.

And in the seven wolves, in addition to developing products with designers, buyers should investigate and evaluate the suppliers of seven wolves and set up a retail price system.

Therefore, "in 7 months of a year, we need to fly all over the world to communicate with and negotiate with suppliers from all over the world."

Many buyers in China say so.

They also include buyers of hot air, who spend half of their time visiting the wholesale markets of clothing and footwear and communicating with suppliers.

Kookai, the buyer's director, Juliet, is talking to suppliers when she is in the office. As a buyer, she discusses prices, time of delivery, size, quantity, order details, payment methods and so on.

"Negotiation" is the theme of Zou Lin's work.

She is responsible for the purchase of mountaineering shoes in Europe.

"Raw material prices are rising sharply, and we have broken up the large orders before, so that suppliers can not raise too much price at once."

Zou Lin said.

"The profit is less than 10%, rather the supplier does not receive the order."

So, she spent more time negotiating skills. If she talked about the price, she would choose it in the supplier's office; if she talked about new product development, she would go to the supplier's factory.

Now, she gets up every morning to look at the raw material market, and look at the stock situation of various shopping malls around the world so as to improve in the next purchase.

In every season, there is an important communication between hot air and the next quarter purchase plan. The main consensus is to reach a general consensus on the trend and the total quantity and budget.

After seeing the style, they negotiate directly with the manufacturer.

Then confirm with the manufacturer the style, raw material, price, quantity and delivery time of the product, and supervise the production schedule, product quality and so on.

After the completion of the manufacturer, a professional logistics company will be directly pported to the hot air stores and distribution centers.

In this way, buyers can directly connect suppliers and sales terminals, shortening the process of product listing.

In the process, dealers such as Armani, FENDI, PRADA and LV have played a role as buyers. They do not have to obey the requirements of headquarters and have the right to choose their own products.

They rely on their mastery of specific markets to buy products and sell them in sales channels.

"Brand should help distributors become buyers so that they can have a definite purpose in ordering."

Yang Dayun, President of United Business Management Consultants (China) Limited, said.

This is one of the key points in the development of Chinese brands.

"At the beginning, we often make mistakes, and the sales are good, and the sales are bad."

Zhao Na said.

Zhao Na, an agent of a clothing company in Guangzhou, is not only based on the local people's aesthetic tendency and dress habits, but also according to the sales volume, passenger volume and sales volume of the Shanghai store.

With her trial and error, she ordered more and more experience.

And "Kay Heya" launched a buying system.

The reason why this is done is that the franchisee picked up a few pieces of a style, once the clothes were ready to sell, and then placed the order, but it may have been too busy.

But there is still a long way to go for franchisees to become buyers.

Wu Lifeng, general manager of Beijing Keri clothing company, said she would make suggestions if she found that the franchisee was picking up the goods.

For this reason, 1/3 follow up franchisees are prepared, and promise that the rate of their goods is enough to offset the risk of pressure, so as to solve the problem of franchisee's worries, and cultivate their franchisee's order ability.

Indeed, "a brand may have thousands of styles. Once the buyer makes a mistake, it will bring huge inventory."

Wang Yueyan, director of market operation of Zhong He Vocational Training Institute, said.

Obviously, in terminal stores, goods are the core of operation. If the goods are not well ordered, the excellent shopping guide and comfortable shopping environment will not help.

Therefore, it is necessary to avoid misleading order, blindly following the trend and pursuing money explosion, especially the product mix.

This requires a holistic grasp of product positioning.

On this basis, Wang Shiru believes that every order needs to be upgraded on the basis of the original one.

This mainly considers two levels: before ordering, buyers are required to carefully analyze the market needs, fully understand the popular styles and colors, and focus on determining the main selling money.

"It's really hard. Sometimes we have to order some single products with strong brand sense and exaggerated style, knowing that these products are basically not sold, but they still need to be used for store display to enhance brand awareness."

Cate said.

"Buying a hand is totally unnatural, let alone relaxed."

Wan Jing, general manager of a clothing company, said that when ordering, the brain also needs to run rapidly, not only to analyze the products, but also to classify and sort them carefully.

Otherwise, buying too much will lead to backlog, buy less, and stock is not enough.

Huang crane, as the brand agent of HAPPY S 2ND, "every season (February and August) is the most stressful time for me. This time means whether the goods I buy can be recognized by the market."

Obviously, buyers can't buy from their hobbies.

In September 2006, the fashion ladies' brand FRIST VIEW was launched, which is the third women's clothing brand of Zhejiang autumn water dress Co., Ltd.

The company began to plan a buying system operation mode.

However, when the company recruited several "buyers" and operated for half a year, the buying system was gradually aborted.

The reason is that buyers only buy from their hobbies.

"We must have a vision."

Chen Yujia, the owner of a clothing store, said that she could not sell well at first, but she always pressed goods.

Now, she usually does not wear tighter clothes. This kind of dress is especially attractive, hanging up nice, but few people can wear out the feeling.

In addition to vision, experience is also essential.

You need to see both people and weather.

For example, "hot days in Guangzhou are more frequent, and business is rather weak in a few months."

If there are too many thin clothes, the weather will suddenly be cold.

Studying local markets is also the main responsibility of buyers.

Wu Chen feels that Beijing people like to spend a little bit of style, while Shanghai people prefer light and plain colors.

"Buyer left hand design, right hand market," Li Yongru, a buyer of brand names such as CK, said.

At one point, Yao Xiaoyun was going to make a skirt with embroidered beads, but the price quoted by the supplier at that time was 20 pounds, which was more than the consumer's ability to accept.

So they repeatedly communicated with suppliers, embroidered less, less beads, and finally reduced the price to the original half.

And more importantly, "every brand has its own position, and we must have a good understanding of brand positioning," Yao Xiaoyun said. "This requires a series of scientific analysis and statistics, together with past sales data, and market experience to decide the order.

And Huang has a lot of preparatory work to do before every business trip, such as budget and review of last quarter sales.

CHLOE Merchandiser Joy of China says she spends part of her time in stores, and in part studies data in offices.

"The biggest difference between buyers and sellers is the data analysis of goods."

Shao Ligang said this includes external information, internal product data analysis, and reasonable sales targets.

"Buyers must find out problems from historical data. What is the reason why they sell well? What is the reason why they sell badly? If they do not understand the reasons, they will not be able to seize the next sales opportunity or avoid mistakes in future business activities."

Shao Ligang said.

Ivy, who has been in the fashion industry for 18 years, feels that his job is a bit like a gambler. He should rely on experience, digital analysis and sensitive smell to make judgments.

In fact, "this is a very careful work, because most of the time is dealing with numbers."

But only in this way can "very clear when and how and when to buy clothes, and at what time and at what price will the clothing be sold."

Wang Shiru said.

Selling is the real purpose of the buyer.