On The Business Structure Of Clothing Enterprises From The Perspective Of Commodity Planning Mode

Shimada Koji, the chief consultant of Shan Gu vision, supported by the Japan Institute for development and research, has had some thoughts on the current situation and prospects of China's retail market through a long period of in-depth understanding of China's retail market. Shimada Koji is invited to learn the essence of Japanese store operation methods and transform them into China's retail market. Store operation Method, we discuss and share with you.

Hello, everyone. I am IbD Japan Development Institute, Beijing Shan Gu vision. brand image Shimada Koji of design company. From the beginning of this month, I will share with you the 4 stages of the "clothing merchandising mode".

I have been involved in the fashion industry for more than 30 years. Looking at the industry trend, UNIQLO, ZARA, H&M, and other fast fashion SPA brand launched the "price destruction" strategy, which has become the focus of attention in fashion industry. So why can these brands accelerate the pace of opening stores and create extraordinary sales performance?

The fundamental reason is that these brands have their own brand positioning and a response system for rapid growth. The positioning of "new design team x low price sales" is the biggest advantage of brand. We should maintain a good competitive position with the "price" strategy, while shortening the production cycle and keeping pace with market dynamics, thus forming an accurate "quantity of necessary products according to requirements". Tectonic system 。

It is not easy to form a complete structural system, especially in the fashion industry. Compared with other industries, the structure of the clothing industry is characterized by a wide variety of designs and a small quantity of production. Because of the many styles of design, it is especially important to collect and integrate information regularly. At the same time, we should decide the design style and production quantity based on the collected information, and make a reasonable prediction of the sales volume according to the recent sales data. In addition, in order to ensure the volume of each type of production, it is necessary to develop a scheme of increasing the "color and size" and design a "convenient choice of commodity combination" for consumers. In order to develop best-selling "style design / portfolio", we must conduct market research, read the popular information from the market and consumers, find the best product positioning and develop effective products.

About the production cycle, the production cycle of clothing commodities 10 years ago was 6 months. Now, in order to shorten the production cycle, most of the commodities in the production process have implemented specific policies such as business modification, loss elimination, and shorten the allocation time. The production cycle has been greatly shortened, and even some enterprises can only achieve 2 weeks from product design to product storage.

The pace of development of the fashion industry has never stopped. If it does not keep pace with the times, it will be eliminated. Only those brands with clear brand strategy, short effective production cycle, mass production control, design positioning, information collection and product design structure can surpass the rapid victory in today's era. Now stands in the historical stage from mass production era to fashion brand transformation. How are you going to deal with the tough market?