Classic Case! Look At The Buyer'S Mode And Integrate Into Chinese Brand Operation.

With the increasingly fierce competition in the domestic garment industry, the proper operation mode plays a decisive role in the success of a brand.

Shanghai Suya Fashion Co., Ltd. has created a classic case of "buyers integrating into China" with its own "Yi Gu" brand.

Introduce

When it comes to the "buyer mode", many consumers may not be familiar enough, but many people have long been the fans of these brands such as ZARA, UNIQLO, ESPRIT, ONLY and VERO MODA.

In fact, these clothing companies have adopted the buying system, whether in Europe or America or Japan, buyers play a crucial role in the whole business plan of Brand Company.

In the interview, Wu Hongkun, general manager of Shanghai Suya Fashion Co. Ltd., said: "in the current Chinese clothing market, it is necessary to promote the buyer model.

Because many brands, especially women's clothing, the boss itself is the designer, in business planning will be relatively weak.

From designer direct docking to sales, their language is impassable.

Designers pay more attention to the color, lines, and even buttons of a garment. In the case of sales, because of the lack of specialized clothing sales major, many clothing sales are coming into fashion. The understanding of clothing is usually very superficial, and the opinions put forward by designers are hard to understand.

If there is an intermediate link between buyers and sellers, then there is a bridge between design and sales.

It is understood that in the world, all successful brands, from luxury brands to fast selling brands, are all benefited from the "buyer mode" that can react quickly, while the domestic garment industry lacks relatively mature buyers, and few brands have established professional departments for buyers.

Buyer's practical experience

As we all know, in a garment

The secret weapon of Yi Gu brand is the commodity planning department they set up. Wu Hongkun told reporters: "many brands have commodity department, they also have buyers, but most of them start from the order, and there are no series of tracking in the early stage.

Placing the order, all the buyers are doing it, and our advantages are not reflected here.

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Originally, the buying system of the valley also runs across the whole season of the brand's clothing.

At the front end, when the designer makes the planning of the merchandise, the buyer will intervene, which is directly related to the source of designer's inspiration.

During this period, buyers should give some market suggestions to designers from the perspective of the market, and cooperate with designers to make products that are more suitable for the market.

It is to control whether the theme and Inspiration of the merchandise will meet the fashion tastes of the seasonal consumers.

In the end, the buyer's work will also be integrated into the retail, cargo pfer, tracking and other links, so as to control whether the gross profit of commodities can be achieved on schedule.

According to Wu Hongkun, after the launch of their clothing, each week will make a specific data statistics for each SKU (each color of each item) to examine its performance in retail and whether it is consistent with the order.

If the two match basically, it will not be a big problem; if sales are too fast, it will mean that the market will respond well and increase production. If sales lag behind, it is necessary to find out the reasons, and consider ways to promote sales.

In short,

Win win with buyers Forum

What's the advantage of Sawyer's mature buyer model?

Wu Hongkun told reporters: "we have held many years of cooperation with China's clothing distributors and retailers.

It can be said that in this process, it is a win-win process.

Sao Ya company started from scratch, to today's growth, to such a scale, retailers joint meetings, buyers forum, and even HCIC have helped us a lot. Without the supplement and supplement, the brand will not develop so fast.

In particular, the buyer forum is a form of training to achieve the goal of improving the whole industry.

Participating in the forum every year, we will conduct in-depth exchanges with the buying experts at the conference. This theoretical construction will greatly help the decision-making and implementation of brand in future work.

In the future, we will continue to continue this kind of cooperation, improve ourselves in learning, and become more active in the buying forum after growing up.