Four Of Buying Rules: Selling Hands

Replenishment and prevention of inventory is the key.

"The most important job for buyers is to look at reports and make statements."

Retail and Chole

For buyers, sales performance is an important indicator for assessing buyers. Usually, 7-9 of the total products will be sold before the discount comes.

"Clothing business first is business, and if fashionable products are sold, they can only turn into" miserable products ".

Teresa, the head of I.T group's buyer, said.

For this reason,

After buying new clothes, Li Yeyan, a buyer in Fujian, stayed in the store for days, observing the customers' attitude towards new clothes. "Whether clothes are hot or inventory backlog, affecting the life and death of the company."

Among them, the sales staff report to the buyers daily sales, sales, sales and so on, so that buyers can get accurate information in a timely manner.

"From scratch, assemble a good stock and sell it again."

Shao Ligang defines buyer's work in this way.

Similarly, in the view of FERREGAMO brand buyer Qian Qian, the most important task of brand buyers is to integrate more reasonable product structure according to market demand and brand characteristics.

Then a storefront.

Experts believe that the popularity of men's clothing accounts for about 10%; the prevalence of women's professional wear is about 15%; fashion and leisure classes can even exceed 50%, which requires buyers to have strong ability to cooperate in production.

Yao Liying believes that the principle of the proportion of goods is mostly 20%, 50% and 30%. This is not to divide the price, but to ensure the mass consumption of basic funds, it needs 30% or more than the mass consumer groups.

Similarly, Miss Qian, a buyer of Wenzhou NHI trading company, has to make a detailed analysis report before ordering, so as to determine the composition of the goods.

In her case, the tidal current goods account for at least 45%, the classic 10-15%, the products on the brand brochure account for 25%, and the products with local characteristics.

The first, second week of new product listing is the key point.

At this point, the best seller will start to reflect on sales data.

Buyers observe the data at any time. Once they find the best seller, they should consider replenishment.

At this time, Judie, a lecturer in hitfashion, described it as "makeup" instead of "makeup".

ZARA "makeup" is very fast.

In an American store in ZARA, store manager Devina always visits a store with a handheld PDA.

When Devina found that a product was in short supply at its own store, it made a supplement to headquarters through PDA.

Obviously, the principle of replenishment is to minimize the number of stores, or increase the cost of store purchase.

Experts believe that the key to replenishment lies in the coordination of quantity and timing.

If the repair is too slow, not only will the sales break down, but the replenishment will be in the store after the season, and it will become a stock.

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If the quantity is too large, it will not be sold until the end of the season, and it can only be disposed of at a discount.

Of course, if there is no replenishment, a similar substitute product can be found. Buyers can also concentrate their products in several shops and merge the sizes to increase sales probability.

However, if the new product is listed for 1-2 weeks, it is found that the market is not very good. Buyers should take measures to prevent the formation of new stocks.

"2007 spring and summer, we entered a lot of beautiful shoes, the color is very special, and the heel materials are also very exquisite.

But these shoes do not seem to be liked by Chinese customers, "said JENNIFER, a Chinese buyer of SHOWROOM.

Therefore, they adjusted the first time, such as pferring goods with other stores, displaying shoes as prominent positions as possible, and increasing sales force for salesmen.

In addition, price reduction is the ultimate means to solve the inventory problem, but we should also take a small discount as much as possible and gradually increase the discount rate.

"Apart from the discount, you can also let shop employees wear clothes that are not good enough to sell, or ask the display department to display them in the window."

Wu Chen said that customers have an acceptance of the latest trends, and increasing the exposure rate will greatly shorten the process.

Obviously, discount is the last resort.

In the case of van Kee pin, the rhythm of product listing is controlled jointly by buyers and product planners, including controlling inventory. When the buyer decides how much to buy, sales and inventory are taken into account.

In fact, there are "two fears" in clothing business: one is afraid of inventory, the other two is that hot clothes can not be replenishment in time, so that the money earned is not earned.

Insiders said.

Obviously, the buyer system is one of the ways to solve the problem.

In the second half of 2004, when walstan was bought by Bo Yang, the goods including cash and goods sent to various outlets were added up to about 1000000 yuan.

To a large extent, it depends on the buying system, because the news is updated every day, and it is timely feedback to the product department, and the return is very fast.

"In a clothing store, a good buyer plays a major role in the combination of goods, display and sales services."

Wang Shiru said.

In the exhibition hall of a company's ordering society, Yang discovered that the product design was very beautiful during the season, and its color, sense of sequence and theme were very clear.

But after 3 or 4 months, he saw messy things in the distribution shop of the company, and the irrelevant products were also mixed together.

Dealers do not understand products, nor do they know the company's design, but buy goods directly according to their own understanding.

Product mix and sense of succession are disrupted, directly affecting sales.

In fact, the styles of buyers are excellent, but when they come together, they are not necessarily a good product.

This needs to be noticed by buyers.

Some experts believe that buyers must be very good at marketing display and color matching. They can integrate well in all aspects, such as product style, fabric or color.

In addition, buyers should also discuss with the store the goods plan, so as to ensure that the relevant promotional materials of new products can be listed on the same time, and ensure that the display items and window themes can be implemented as soon as possible so as to achieve the overall operation effect of the brand.

This is a systematic project.

Buyers are the pivot of the project, which is creating the concept of product marketing while creating their own clothing products.

As a result, the "Ren channel" from style to market has been opened up.