Buying Clothes Is No Easy Task.

Yao Xiaoyun: professional buyer.

I graduated from Academy of Fine Arts in Tsinghua University.

In the process design, the enterprises that buy the mobile phone system have gathered data and analyzed data links.

Speaking with data

Generally speaking, enterprises without buyers begin to produce garments earlier than actual sales for half a year.

Specifically, designers began to develop product development, collect trends, and then related departments to follow up production process and product development links.

Before buying these businesses, buyers will let buyers analyze the sales data, formulate sales targets and purchase plans instead of doing specific product research and development.

In addition, in the enterprises without buyers, designers simply design their clothing with their own perceptions of the market and the trend of fashion, and the buying system precisely evade the blindness of traditional enterprises in fashion design, and the industrial mode and workflow are all scientific and market oriented.

Buying enterprises emphasize the use of data to formulate business budgets, and to assess the actual operation of a company with reference to a set of predetermined objectives.

The main content of the business budget plan is to set sales indicators for next quarter based on historical sales data, and use data indicators to pfer from supplier manufacturers to company headquarters.

The production process of traditional enterprises to produce garments is to order agents after developing products, and some enterprises are relatively large in Direct stores.

But no matter the agents or regional managers, there is no standardized and scientific ordering budget method.

Buyer's timetable

Monday is the budget day.

Most of the foreign buyer enterprises are direct outlets. What kind of goods are sold by direct outlets?

Tuesday is the business budget plan day.

For example, young women's clothing brands may have 3 or 4 cargo bands in half a year. Buyers need to allocate the plan to specific bands and decide how much to purchase. This is the focus of the business budget plan, including the analysis of historical sales data, the formulation of sales targets, the decomposition of small quarter, the completion of inventory plan, and the OTB procurement reservation plan.

Wednesday is the forecast trend day.

Buyers usually do a fashion trend Kanban, which generally involves 5 themes, two themes of last season and 3 popular themes of the season.

Thursday is the product planning day.

The focus of the meeting is on the overall number of styles and the styles of the top and bottom garments, as well as the styles of the main pin, as well as the combinations of colors and fabrics, basic and classic styles, and the trend of color of all categories.

Friday is the price discussion day.

Buyers need to prepare information about price changes of suppliers' production costs.

The conference discussed sales data of key categories, and compared the retail prices of similar products of competitors.

Money flowing into the heart

Buyers should make basic and classic money.

For example, we plan to make 200 items, and how many suits and casual clothes are in it, which may be broken down to every small season. How many shirts and sweaters are there in the first quarter? In the second quarter, we may only have shirts, T-Shirts, sweaters, and enter the hot season in the third quarter. Almost all of them are T-shirts.

For example, if the season of clothing is set in August and September of the previous year, everything must be well positioned before the production cycle, and when all the products will be closed, all products should be developed, and specific and detailed plans should be worked out to ensure that the goods will be distributed in the right time at the right time and with the correct quantity and the right goods.

The classic products can often be sold for several years, rather than fashion products with a maximum life span of only 6 months. Retailers may produce the same classic product over and over again, or refurbish the classics for many times, waiting for the next quarter to continue selling.

In product planning, buyers need to rely on experience to judge whether a style is seasonal or classic. Some fashion products will sell well in the next quarter after a quarter of sales. In this case, the buyer will classify it as a classic.

70% of the goods are fashionable and 30% classic.

Among them, 70% of the fashion section will also appear part of the classic section, which requires buyers to further screen.

The buyer's attention to classic money is continuous, because the appeal of the classic style is huge. It is possible that 80% of the total sales come from the classic account of 20% of the supply.

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Take men's clothing as an example, men's clothing can be roughly divided into classic suit series and business leisure series.

In the classic series, buyers will allocate 40% of the total volume.

Among them, the basic accounts for 40%, the main selling account for 60%.

Business leisure series accounts for 60% of the total volume.

Among them, long-term stock products 40%, core products 40%, mobile 20%.

Of course, this ratio will be adjusted according to the positioning of different brands.

With these qualities, you can be a buyer.

Chen Peng (NicoleChen): professional buyer, specializing in fashion design, overall image modeling and brand marketing.

In 2002, Chen ended his 10 years of study and work in China and Japan.

At the same time, she brought the concept of the overall image to China and created the first international fashion brand operation company NC.STYLE, which has successfully operated several international high-end brands, including Y-3 (Germany & Japan), OnituskaTiger (Japan), RARE (Italy), NORITA (Italy), caqu (Japan high end cowboy brand).

He has been employed as a columnist by many domestic and foreign magazines and Internet media.

Fashion trend

What kind of person can be a buyer? Buyers need accurate market analysis ability and fashion trend, use business and retail management knowledge, including purchasing strategy, brand display, fashion marketing and other related knowledge, plan and purposefully purchase operation, make use of the international purchasing role for commodity combination and distribution, and create the best profit for brand dealers and agents.

At present, there are two kinds of professional buyers who have been pformed. One is designers, who have professional knowledge of clothing and have strong control over clothing.

The other is sales, which has a unique and keen perception of fashion products.

Fashion sense of smell

Buyers need to have a keen insight into fashion trends, advanced taste, and rich knowledge of fabrics. Fabrics play an important role in clothing design. Good design can not be achieved without a very suitable fabric to perform.

Control of degree

You may only see the bright faces of the buyers.

In fact, this job needs a series of boring jobs.

In the stage of preliminary investigation and late visit, we need to collect and analyze statistical data.

After exhaustive analysis, buyers clarify market demand and consumer demand.

Fashion people are mostly sentimental, but as buyers, in addition to the need to be emotional in choosing styles, they need to treat the market more rationally, find market demand, and promptly change the choice of purchasing products.

How to handle well is the key to distinguish mature buyers from junior buyers.

You can't be led by the market, nor can you trust your vision and judgement too much.

The latter is a common mistake for beginners. They always feel that their taste is good, and that they choose to sell well, but when the market can not accept his choice, he will feel frustrated.

A mature buyer will look at his choice objectively after the market does not accept what he chooses, and adjust his mindset in time to find the root of the mistake.

Mental strength

The so-called amateur looking at the bustle, the professional look at the doorway.

Buyers look at the show while thinking about which items to pay, the total price.

There may be hundreds of brands in a fashion week. When you read all the brands, you estimate that the budget is gone.

At this time, it is painful for buyers. They need to be reluctant to part with others and make trade-offs between brands.

Besides, watching fashion week is very exhausting.

Everyone will think that the buyers are so good that they can watch fashion week around the world.

In fact, for buyers, watching shows is not entertainment, but work.

When you arrive in the United States for 13 hours, you have no time to shop or even have time to rest. You need to get into work immediately.

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Identification ability

To buy new products at a low price, only mature buyers can do it.

Junior buyers like to order products from famous brands or famous designers, because they are small risks and can be sold without any effort.

Mature buyers will look for new designers and use them to cooperate with them.

Once the cutting-edge designer becomes famous, he will thank the buyer for his help and trust before he becomes famous. The price of the same product to the buyer may be lower than that of others, or even provide exclusive cooperation opportunities.

Of course, all this is based on the extraordinary brand identification ability of buyers.

Conflict resolution Commissioner

Shao Ligang: professional buyer, chief management consultant of Beijing nine faction one line Consulting Co., Ltd., CEO, Beijing nine faction one line Software Co., Ltd., Peking University Research Fellow, Japan Research Center, visiting professor, School of art and information engineering, Dalian Polytechnic University.

We are familiar with the meticulous operation management mode of Japanese enterprises, especially garment and textile enterprises, and are committed to the study of sales and operation management in Japan. Based on the full grasp of China's garment industry, the management system is effectively introduced into Chinese enterprises.

Good at marketing data analysis, purchase and control of merchandise, visual display design.

When it comes to buyers, people will connect him with fashion, taste, show, fashion color, high salary, vision, high quality and so on. These are just the bright side of buyers. Actually, buyers are very hard.

The domestic media deified the buyers. In fact, overseas buyers are just like marketing managers and designers.

When it comes to the work of buyers, some people think that they are merchandising plans.

In fact, the job of a buyer is by no means simple. The buyer should take charge of the whole process of controlling the commodity from nothing to nothing.

Instead of purchasing goods, the buyer's work is over, and buyers need to continue to follow up.

In pursuit of customer satisfaction in the marketing era, buyers should make pre planning for products to meet customer needs, so statistical analysis is a skill that buyers need to master.

The buyer is a conflict resolution commissioner. He often faces several contradictions.

The primary contradiction is inventory conflict.

Any business owner does not want to have stock in excess of goods. In order to avoid such inventory, enterprises will be less or less ordered.

This will go to the other extreme, that is, goods are out of stock, which means that the money they earn will not be made.

Therefore, we should neither overstock nor sell out.

How much is that right? It needs a buyer to handle it.

To mention here, I want to mention that the Chinese are very smart. In the English language, "buyer" is the meaning of buying, and the Chinese plate into a buyer. Why? Because normal people have two hands, and their hands can play a balance role. The buyer can balance many contradictions of N through his hands.

Follow the fashion back to fashion, too much avant-garde clothing can meet customer needs? The most popular things do not mean that your target audience can accept it. Instead, what the target group can accept is not necessarily the most popular.

This is the second contradiction, the contradiction between popularity and customer demand.

The third contradiction is the contradiction between the upper shipment band and the production process.

It is possible that the buyer will have a good plan to deliver the cargo band, but is there any guarantee for the production process?

The fourth contradiction is the contradiction between discount rate and profit. Anyone knows that discount can encourage customers to buy, but a few discount can guarantee the maximization of marginal benefit.

There is also the problem of performance improvement and commodity efficiency. This is the boss's pursuit of performance.

In the limited commodity launch, we must also pursue the company's performance.

It is precisely because of the many contradictions that exist that we need to establish a buyer's analysis mechanism to solve these existing contradictions.

Buyer training mechanism

Zhou Tong: a professional buyer, expert consultant of CHIC China Fashion Buyer forum, a senior advisor lecturer of Beijing nine party organization, a guest professor of Career Technical College, Dalian Industrial University, and author of "visual inspection shop" and "exhibition management".

It has been invited to carry out brand marketing analysis of many high fashion brands; the training manager who worked in Baosheng China company is responsible for the training and retail training management of the 8 branches of the company, under the control of 10 international sports and fashion brands; experienced in the operation and retail management of fashion brands, is good at setting up the internal management system, establishing the retail performance appraisal standard and building the company's retail training institute.

Recently, apart from being busy consulting and consulting, I have another job hunting head.

I probably received no more than 50 enterprises recruitment requirements, recommended less than 100 professionals, I will do a simple job requirements, the first is Chen Li Shi, second are trainers, third are sales managers, buyers ranked fourth.

The reason why buyers are in the fourth place is not that enterprises have little demand for buyers, but at present they can attach importance to the operation mechanism of buyers, and do not regard the function of buyers as the operation function of enterprises. Maybe 90% of enterprises need buyers.

Maybe only a few years ago, only the students studying abroad would say that I had studied the buying job in London, can I recommend the buyer's job? Now, I can hear some enterprises start to hunt for buyers' voice voluntarily.

Because the enterprises in front have already used buyers and have effect, so they began to pay attention to buying mobile phone system.

You are not fighting alone.

In China, a professional lecturer is more missing than a buyer.

Domestic clothing sales managers and sales directors are mostly from front-line sales, and the market and enterprises have trained them.

A buyer is able to grasp the fashion trend by making the sales team and sales team very professional. This buyer is really very strong because it represents not individuals, but teams.

Why can we buy mobile phone system to promote the development of enterprises? It is because buying mobile phone system turns individuals into collectives.

Data analysis can help different departments of enterprises to achieve rapid docking. If we do not attach importance to data analysis, the gross profit of enterprises may be reduced.

However, employees who just entered the company, newly promoted subordinates and fresh graduates recruited, have the ability to analyze data. If the front-line staff can not grasp these data, the data information will lose value in pmission, and training can solve this problem.

Selling products sells brand value.

Primary agents and retailers are selling goods, while advanced agents and senior retailers can give brands more value added.

Agents and retailers can only operate their brands well when they have a complete brand operation and have their own brands in the future.

The company's training will tell the shopping guide which is the selling point of the commodity.

The selling point is determined by a certain time, region and customer.

When time, region and customer change, the selling point will change.

The head office of the brand is analyzing the selling points of different regions differently, and the goods are also different.

Our buyers, designers, and commodity planners are all responsible for delivering the selling point to the terminal.

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In terms of job execution, fashion buyers should analyze fashion trends, buy classic styles, control suppliers' whole work, track all logistics, and butt accurate goods into stores. In management, fashion buyers should coordinate department managers and sales teams, manage buyers group, and make shop terminal VM display according to the sales situation.

Tight work flow and massive data analysis are before the fashion.

Fashion buyers have a very fast pace of work, which requires them to have excellent qualities.

There will be many emergencies in the buyer's work. Good quality can keep the buyer's sober judgement and the fastest response, because buyers have to contact a lot of data every day, negotiate with suppliers and internal teams, and take into account the issues related to product distribution and brand ordering, so the fashionable buyer is also a "time controller".