Li Kailuo: What Is The Real Buyer In The Clothing Industry?

Not long ago, an entrepreneur asked me whether the company should set up a company.

As buyers and buyers have become more and more concerned by people in and outside the industry,

In fact, the buyer has always been around us - early in the Department Store buyers, small.

What is the real buyer? The concept of buyer is defined in the most popular language: the buyer is the person at the most suitable time to provide the most suitable product to the consumer at the most suitable place.

It can be said that the buyer is the pitional person in the industrial chain, and it is the middleman who connects design, sales, brand and consumer.

Good buyers can not only affect downstream consumers' preferences for product styles and actual buying behaviors, but may even reverse the brand's products and ideas.

In foreign countries, buyers have at least experienced more than half a century of development and are very mature. In China, the development of designers is not mature enough, and professional designers are relatively scarce.

Why is there no real buyer in China? It is easy to understand from the perspective of the upper and lower reaches of buyers and the environment of Chinese buyers.

First of all, in the downstream retail enterprises, there are few special "buyer" posts.

If you introduce yourself as a buyer when negotiating with an upstream product provider, it may be difficult for the other side to understand.

Buyers are not a common profession in the industry.

Only when the "buyer" is not only regarded as a concept or topic is often talked about, but really as a post, reflected in the organizational structure of the enterprise, only when this occupation is maturing, and the role of this position can really be played out.

From another angle, the buyer is actually an indicator. Its quantity and maturity will affect the maturity and foresight of China's fashion week or fashion release.

But in the moment, enterprises do not pay much attention to the position of the buyer.

For example, in some domestic brand launches, the leaders in the first row are always leaders, not buyers, nor consumers.

In fact, such brands as Luis Weedon and Chanel, which have centenary historical accumulation, will specially invite some very young and unusual groups to be the audience of the conference in order to integrate with the young people in the international market.

This shows that a show represents the evolution of fashion civilization and the improvement of the industrial environment, which are the basis for the survival of buyers.

With the change of external environment and the growth of enterprises, some domestic brands have begun to pay more and more attention to interacting with their most popular "buyers" - agents: the two orders in a year have changed into four seasons, six seasons or eight seasons. Before the formal order of the order is held, a number of important agents are invited to select products and put forward opinions and evaluations to determine the quantity of production or to revise them again.

The proportion of this interaction is not large, but it has begun to show signs.

Secondly, from the growth environment of buyers, there is still a lack of professional training environment in China, and there are specialized buying courses abroad, and all the buyers need to know about textile, fashion, data and financial management.

A few years ago, when I was invited to attend a lecture at the clothing Institute, I found out that when they interact with students, they are very strange to the brands which are more concerned internationally. The knowledge system is limited to several top international designers. This kind of education divorced from reality is worrying. China needs to improve the education of fashion industry.

Finally, from the end of consumer demand.

Since ancient times, China has been a farming nation, paying attention to the "circle culture". People in the same circle should have the same language, so that everyone should be unified as far as possible in their costumes and do not encourage alien species.

Such clothing culture completely contradicts the individualized and differentiated services provided by buyers.

On the whole, buyers will be more and more mature.

If someone asks you what your job is, you only need to answer, "I am a buyer". When there is no need for additional notes, there will be real buyers in China.