Footwear Industry In Quanzhou Seeks To Break From Manufacturing To Fashion Industry

Accelerate the elimination of backward production capacity is imperative; domestic inflation pressure increases; employment, land use, water increasingly tense...... For private enterprises in Quanzhou, "now is the time to learn without innovation and to be eliminated." How to seek new opportunities for development in the new situation? Quanzhou Footwear industry begins to seek from manufacturing industry fashion Industry breakthroughs, through fashion to enhance the industry.

"Strong sensitivity to fashion trends; strong market Ability to perceive and analyze data, and be able to grasp the direction of the market keenly. " Fujian's Limited by Share Ltd has advertised advertisements for fashion buyers. This is not a case. On Baidu, the key words of "Quanzhou, buyer" and so on will be found that there are more than ten Quanzhou shoe and garment enterprises that are recruiting buyers, including seven wolves and other brand enterprises.

　 Accelerating fashion information transmission

"The demand for buyers reflects to some extent the fashion of fashion." Wang Dai, Dean of PEAK terminal business school, told reporters that "buyers" are fashion buyers. "Buyers are closely related to fashion. Buyers should quickly find out what is coming next in the market and transmit fashion information to consumers through products."

Abroad, fashion buyers are already a mature profession with a history of more than 50 years, but at present, professional buyers in China are still concentrated in Beijing, Shanghai and other places. "Highly sensitive to fashion, with design skills, familiar with the raw materials, manufacturing processes and cost components of products, analytical capabilities of sales data, and extensive supply chain resources." Hui Wen long, a Quanzhou JIMS brand designer who once held the role of "buyer", summed up the qualities that a professional buyer should possess.

The famous Spanish clothing brand ZARA, which is popular in China's first tier cities, is a typical representative of "buyer mode". The design of Zara is the trinity of designers, market experts and purchasing experts. Designers and "fashion hunters" often shuttle between various fashion conferences. The latest design of some top brands will not be long before Zara releases similar fashion. This ensures that Zara is keeping up with fashion trends. The listing period is only 7 days quickest, and the design style in one year is as high as 20 thousand.

　　 There is a general lack of professional buyers.

"In a broad sense, the function of the buyer has existed in some brand clothing enterprises in Quanzhou." Wang Dai told reporters, "some enterprises in Quanzhou will go to Hongkong and other areas to buy money in the early stage of development, and then come back for production, which in fact involves part of the function of" buyers ".

"Of course, this is not a professional buyer." Hui Wenlong said that professional buyers should not only purchase, but also conduct market analysis, formulate commodity sales plan, and penetrate into the upper, middle and lower reaches of the industrial chain. "For example, a professional buyer should always pay attention to customers' purchase trend, similar to what kind of design is more attractive, what opinions do customers have when they look at goods or try them on, and understand customer needs through data analysis."

"The criteria for judging the quality of a buyer are most directly reflected in the sales of products, because the clothes purchased by the buyers are to be sold to consumers," Hui Wenlong told reporters. From the present point of view, Quanzhou still lacks professional buyers, and most of the buyers are transformed from designers. Due to the lack of market judgement, the clothing purchased from them has a larger subjective preference.

　 Towards "design + buyer" mode

The operation of the buyer brand model is a typical manifestation of the more refined industrial division. It can reduce costs by shortening the cycle of product operation, and greatly reduce operational risks, so that products can be combined according to market needs. However, at present, the buyer's professional level is not high enough, it may also bring losses to the enterprise due to the inaccuracy of the fashion trend. So, how can we better use the "buyer system" for Quanzhou enterprises?

In this regard, Wang Dai said, "simple buying system is more suitable for retail and retail enterprises, Quanzhou shoes and clothing enterprises are mostly production oriented enterprises, for now, it is more applicable to the" design + buyer "mode. It is understood that seven wolves began to set up a buyer's position two or three years ago, using a combination of designers and buyers; the 2001 introduced the buying system of the Nash dress, but also the use of "design + buyer" mode.

It is understood that the "design + buyer" type is characterized by the fact that the enterprise generally has a leading designer and a buyer team, and the designer makes the overall layout of the product, importing the design elements related to the brand on the sample purchased or purchased by the buyer, and the buyer team divides the whole country to buy sample clothes, forming a stock of the order meeting. After the order is finished, the buyer reaches a single quantity of products and orders to the OEM factory, and his factory only produces part of the strong products. This model can combine the advantages of both in fashion judgment, sample organization, accessories development, procurement cycle, price negotiation and so on.