How Does The Luggage Brand Carry Out Brand Operation?

Many domestic luggage brands, coupled with many foreign luggage now. brand With the competition becoming more and more intense, with the increasingly fierce market competition, more and more enterprises are talking about commodity planning. More and more enterprises are introducing commodity planning, especially large luggage enterprises.

As we all know, today is the era of consumers' pursuit of personal attire. However, the current situation of luggage brands is the homogenization of products. How can luggage enterprises establish their own characteristics and find out their core competitiveness? market In the fierce competition, we must seek more long-term development.

The brand operation of luggage enterprises has already doomed that the concept of "explosive bill" has not been able to work. Making brand is to explode series, so if there is still attention to single design, there will be problems. How should a luggage enterprise stand in a position to control the whole product so that it has a reasonable structure? How can it be planned to achieve continuity in the design with some good design elements or other means of expression, and combine a series of strong products?

More and more bags business owners discovered that Designer The design is out of line with the market, the cost of product development is too high, and the fabric waste is serious. How should the bag and bag enterprise control through the scientific management process, and control these conditions within the minimum scope?

Product research and development is out of line with the market, design copy, products do not have their own personality and competitiveness, and the penetration and collocation of goods series are not strong. To solve the above problem, where should the luggage brand start?

According to the strategic development direction of the enterprise, the resources plan is integrated and optimized, and the positive factors such as manpower, material resources, financial resources, social and information resources related to the planning objectives are brought into full play, so as to form a resultant force and create the greatest value at the lowest cost, so that enterprises can find their own position and win the dominant position in the fierce competition. Commodity planning is the cornerstone of the success of luggage enterprises, and is also a powerful tool to build a luggage chain.

So, what exactly is commodity planning?

Commodity planning originated from western countries, and its corresponding English term is "Merchandising", which means the planning of sales time, occasion, price, type, advertising and display of goods in order to achieve the best effect of marketing activities. Popularly speaking, commodity planning is to satisfy the desire and demand of the target customers at the right time, at the right place, at the right price, the right quantity and the right commodity. A simple definition contains the connotations of commodity planning. The final case is the market. It is the terminal consumer who grasps the needs of the market, understands the actual purchase needs of consumers, identifies the brand market positioning, identifies the target customer groups, and accurately applies the popular information suitable for their own brand positioning, launches design research and development, and provides reasonable and moderate prices for the customers in the right time to meet customers' aspirations and expectations, and creates value for customers.

The implementation of commodity planning must have a systematic and scientific process. The implementation of commodity planning must first collect and analyze popular information, market information and competitive information. On this basis, the concept of commodity planning is preliminarily put forward. Then, the design department, commodity development department, brand department and operation Department jointly meet to discuss market demand, target customers, production evaluation, competitor evaluation, and brand evaluation. Through brainstorming analysis and discussion, the company's original brand positioning and consumer positioning are inspecting. After sorting out the existing problems, the commodity plan is confirmed. Based on the concept, color, material, style, and band plan, the design, production and purchase are also launched, including production (or procurement) plan, sales plan, marketing strategy, promotion plan and so on. To sum up briefly, Specifically, the process of commodity planning is divided into seven steps:

Step one: information gathering

Popular brands such as popular press releases, newspapers, magazines, etc., such as commodity developers and designers, can participate in bags exhibition at the same time by reading the same industry and bags and publications, including information about colors, fabrics, models and accessories. They can also collect information about consumer's consumption dynamics, changes in shopping patterns, and consumer psychology trends caused by social issues through various channels such as network, books, etc., and provide brand image and brand positioning information for the brand department; the operation department should actively communicate with consumers of consumer preferences, consumer needs and other information, feedback the store's commodity demand, market and competitive information, and provide sales data and inventory analysis data; customer service department carries out a membership analysis. First of all, information sources should be established. Channel sources include terminal sales feedback, network, The emphasis of this step is to establish effective information collection channels and collation methods, so that information collection can be carried out smoothly in peacetime, and can not be carried out before commodity planning. In addition, commodity centers need to classify, summarize, collate, store and update information in a timely manner, so as to ensure the timeliness and accuracy of information.

The second step: information research and analysis, and analysis report.

On the basis of the above information collection, the Department of commodity design and development carries out in-depth research and Analysis on the sales and inventory data of the previous quarter: we need to analyze the reasons for selling and selling bad products in the first or two seasons, and conduct in-depth research and analysis of target consumers: analyzing the consumption dynamics of consumers, the transformation of shopping patterns, and the consumption psychological trend caused by social issues; studying and analyzing the following brands and competitive brands; based on the above analysis, submit analysis reports, and forecast the color, surface / accessories, luggage and accessories and accessories of bags. What we need to pay attention to in this stage is that the analysis of following brands and competitive brands should not only stay on the surface, but also go deep into the research and analysis of their colors, fabrics, series, styles and details. We should have a clear understanding of their strengths and weaknesses for competitive brands, and be clear about the strengths of following brands. The core of this stage of work is that after the report is submitted, the responsible person of the commodity center needs to convene the brand department, the operation Department, the customer service department and other relevant personnel to analyze and discuss, ask questions, and clarify the problems. {page_break}
 

The third step: put forward the concept of commodity planning.

According to the above analysis report and conclusion, the discussion between commodity development and commodity designers determines the fabric and style used in each style, puts forward the concept of commodity planning, predicts the number of units and styles of each season, and puts forward the global brand network - commodity structure plan and pricing strategy, and planning the price band of commodity structure and surface / accessories. What we need to pay attention to in this stage is to examine whether the brand image and brand positioning can be conveyed through the display of the concept of commodity planning. The focal point of domestic work is to formulate a commodity plan, in addition to having the agreement of the brand image of the enterprise, it also needs to be forward-looking, targeted and instructive.

The fourth step: sample development.

Business development and design personnel travel on business trips, visit all kinds of important fabric show or clothing exhibition, major shopping malls, etc., looking for inspiration for commodity development. For productive enterprises, they usually adopt independent design and edition. In this case, enterprises need to pay attention to the following aspects:

1. statistical surface / excipient types, collecting cloth, and make full use of the important design elements mentioned in the concept of commodity planning.

2. communication between commodity designers and plate makers is very important.

3. if necessary, the commodity design can cooperate with the fabric design and development company to develop the fabric that will be used in the future.

4. during product design, we must pay attention to confidentiality, and we should not put the design plan and draft at random.

5. during the product design period, design independent personnel are prohibited from entering the product design area.

For the buyers and sellers of luggage and chain enterprises, most of them adopt non independent design. Sample clothing procurement is a frequently adopted method in the quarterly product development of these enterprises. It can be carried out in the following 3 ways:

1. collect the styles of its suppliers, and choose the styles that are suitable for the enterprises themselves.

2., to the bag design studio to buy styles that suit the positioning of the enterprise itself.

3. buy samples from the market, modify them slightly, and form a suitable style for enterprises.

The fifth step is sample evaluation.

After the merchandiser completes the purchase or production of sample clothing, he asks the relevant departments of the brand department and the operation Department to hold a sample review meeting, check the version and make amendments. There are two points to note in this stage:

1. make cost estimates for the selected styles to see if they are in line with the company's price positioning.

The 2. edition should be examined according to a series of collocation, so as to ensure that after the goods come out, they can be series and collocation.

The sixth step: to hold an order meeting.

Invites agents to conduct external orders, or experienced regional managers, regional directors and store managers to make internal orders. Before ordering, the commodity department, the brand department and the operation department need to have a preparatory meeting in advance to clarify their respective division of work. Meanwhile, the designers and developers need to put forward the core spirit and design emphasis of the commodity planning, and communicate with the brand department and the operation Department to convey the essence of the business enterprise to the relevant personnel. The brand department should prepare the photo album and collocation manual. At the ordering meeting, a scientific order manual will help improve the quality of orders. When preparing the order manual, we should also import commodity plans into the order book, and display the hanging pole and collocation method in the order manual. What we need to pay attention to in this stage is that data statistics and problem correction are very important after the end of the order.

The seventh step: formulating a plan for commodity production (or procurement).

According to the order statistics and analysis, and the overall strategy of the company, the commodity developers fill in the plan of commodity production (or procurement) and report to the relevant personnel for examination and approval.

Finally, what kind of person can make a product plan?

Commodity planning is a core competitiveness post in the luggage and package company. It plays a very important role in the whole sales. It needs to have a good grasp of the fashion trend and the cultural characteristics of the consumer group. So they need to read fashion magazines frequently, pay attention to the media, solve the competitors' situation, and have a certain understanding of the popular information and the needs of the target customers. Compared to Brand Company, this position needs creative talents, and is engaged in forward-looking work. First, we need to transform personal taste and cultural accomplishment into the ability to judge the market.

When fashion trends are coming, commodity planner should know how to judge fashion, how to follow fashion, how to transform fashion trend into specific globrand.com commodity information. Secondly, commodity planning requires business acumen and high digital sensitivity (not only for dull figures, but also for creativity in figures, such as turning figures into profit plans), which can timely and accurately determine the type and quantity of goods. To achieve this, we need to have a deep knowledge of commodity goods, such as the proportion of men and women in the commodity structure, the proportion of male and female products, the proportion of categories, the color, the size, the price, and the plan of the shipment and the promotion of the sales, etc., and we need to control the gross profit rate, turnover rate and stock rate accurately. We should adjust the commodities at any time through data analysis, control the minimum profit of the reasonable commodities in exchange for the company's biggest profits. Besides, the commodity planning also needs to have the ability of making quick decisions. In order to achieve the maximum sales effect, we need to respond promptly to the information of the terminal store, competitor information and fashion trend information.