Buyer &Nbsp; Catalytic Lubricant Industry Chain "Hand"

For the classification of buyers, Yao Xiaoyun, the famous buyer in China, gives such a definition: "buyers are divided into three categories: department store buyers, brand buyers and shop buyers. Buyers are a group of professionals with professional qualities.

Yao Xiaoyun summed up eight points for the quality of the buyer: first, he is highly sensitive to fashion and is keen on the fashion industry. Secondly, we are familiar with the raw materials, manufacturing processes and cost components of the products. Very important foundation, we need to grasp some basic gross margin accounting in sales. Good at data analysis, so as to capture market trends. Fourth, people with quick response ability and slow work are not suitable for this industry. Fifth, positive and cheerful personality, good to get along with others, good communication skills, good negotiation skills. Sixth, able to work under high pressure and be good at self-regulation. Seventh, strong sense of time and ability to control time. Eighth, be good at self-management and have the ability to work independently.

　　 Buyers and department stores

In interview with Yao Xiaoyun, she said that the early buyer buyer was the buyer in department stores, ordering many kinds of goods for department stores, organizing purchases and warehousing of goods, buyers paying attention to sales report records daily, and making corresponding adjustments to the quantity and variety of purchases. From the sporadic purchase to the buyer group of mass buying, until the two World War, the concept of "buyer" was quickly adopted by Europe and the United States and widely used in chain operated brand enterprises and other fields.

Yao Xiaoyun, who returned from studying in Britain, is very familiar with the business environment in Britain. She said: "take the UK as an example, the retail business of department stores has been flourishing in the early twentieth Century, and has lost its leading position since 70s when the brand chain stores began to rise. This is different from the current business environment in our country. In our current business mode, the department store industry is still the main channel for clothing brand sales, but with the increase of the sales share of the brand chain stores in the two or three tier market, the flourishing of the professional market and the development of e-commerce, the situation of China's general merchandise industry will be replaced by the business mode of various formats.

Yao Xiaoyun introduces that department stores in Britain can be roughly divided into three categories. First, some of the world's top and most upscale Harrods, Harvey Nichols, Liberty and Selfridge are famous for selling the world's top designer brands. On every fashion week, in the ready-to-wear show, these "legendary" most high-end department store buyers sit in the front row of the catwalk VIP seats, pointing out the design works of these designers, placing orders and ordering for the top designers of the world, buying buyout business. This mode of operation, because buyers are specialized for the department store specific customer group organization sourcing, procurement of goods, style and category of goods has a strong exclusiveness, so that department stores themselves positioning unique. Because most of the top designers in Europe and the United States rely on the buyers of these high-end department stores to place orders for their designs, these buyers have a fairly authoritative voice in the fashion circle. High-end department stores like this have not yet appeared in China, and all buyout business models are not available in domestic department stores.

Similar to most of the department stores in China, department stores that locate the mid-range consumer market also occupy a considerable proportion in the UK retail industry. Apart from the form of joint venture, unlike most domestic department stores, most of these British department stores have proprietary brands and occupy a considerable proportion, such as Houseof Fraser's proprietary brand Linea and Platinum, which are two very successful young fashion women's brands. The products of these self operated brands are bought and sold independently by the buyer team of the shopping malls, and are supplied by the OEM suppliers. The buyer team takes into account the functions of product development, commodity planning and clothing purchasing. Because of the need for technical support, such a buyer department will set up a technical department to help with the development of style and clothing, and the design work is usually done by the designer and buyer of the OEM supplier. Therefore, the buying system is not a personal act, but a team cooperation. Yao Xiaoyun believes that because the department stores are still in a strong sales channel in China, buyers have not yet made use of the department stores in China.

In the United Kingdom, there is also a department store chain business model, which originated in the United States in the 20s and 30s of last century. Similar to the operation mode of domestic supermarkets, but unlike in China, the products sold by these supermarkets, whether they are non-staple food, household goods or clothing, are brand names of supermarkets, and clothing is their main selling product. That is to say, these goods are bought by the buyers of department stores and bought by buyout businesses. The most representative ones are Martha Marks& Spencer and Bhs, and Littlewoods and Woolworths, which are located in the low-end consumer market. In fact, whether European or American traditional Chinese concept does not approve of selling clothing in such an environment like supermarkets, however, the success of Asda's clothing and apparel product series named after George has broken the traditional concept of the largest proportion of clothing market in the UK.

"All previous changes in the apparel retailing industry in the UK not only change the internal structure of the industry, but also change the way of sales and marketing, and affect and change the development of the British buyer's industry," he said. Yao Xiaoyun said. {page_break}

Yao Xiaoyun also mentioned that in recent years, because of the market demand for diversity and personalized products, the increasingly fierce market competition and the continuous strengthening of market segmentation and specialization, buyers are no longer buying a large proportion of the seasonal products as they did 10 years ago, but rather adopt a small number of strategies. Especially those born after the 60s of the last century, they no longer follow the mainstream fashion trend, no longer wear the same or similar clothes as most people, but express their views on fashion. For most mainstream clothing retailers, the amount they purchase now is reduced by 30%-60% compared to ten years ago. Because the market is changing more and more rapidly, even a brand retailer with a large and stable sales terminal network will not purchase a large quantity of each single purchase in the past. A small number of strategies are used by most retailers. With the increasing competition in the apparel retailing industry, the frequency of many brands is accelerating, and the speed of style updating is faster and faster. This makes the work of buyers more busier and challenging.