Footwear Enterprises Pursue "Eat Less And Eat More" Mode

"At present, only half of the products that our company orders at present will catch up with the consumption demand, actually it is a big net fishing for small fish!" the main reason is that the garment production cycle is too long. At present, the production and marketing mode that is out of line with the market has begun to change in the Fujian clothing circle. Huang Qingmiao, chairman of the company's 2012 small leather summer spring products conference held recently, pointed out that the small leather will make efforts through the innovation of order mode, sales terminal innovation and company management mode, so as to enhance brand competitiveness in an all-round way.

　 Enterprise target aiming at futures order

"The pattern of combining futures orders with spot orders this year is of great practical significance to solve the problems of large inventory, supplementation and return of stocks." Liao Jinhui, the company's planning manager, said the futures system is based on Order-placing meeting In the form of inviting agents, distributors and other centralized orders, and then the company according to customer orders in batches of sub shipment. Such orders will be cash orders, and the discount rate is higher than the 15% allocation.

It is understood that in the Fujian clothing enterprises, there are quite a lot of adult loading enterprises, such as 361 degrees, rime, Li Lang, emperor card, Mai Gan and so on, while the small play leather is the first to combine the futures order with the traditional order (i.e. spot or distribution) mode. Liao Jinhui pointed out that the market of children's wear is changing rapidly, especially the overwhelming majority of children's wear brand enterprises are still in the early stage of brand creation, and still rely on products to speak. However, due to the relatively backward information construction, the market sales data obtained are very scarce. It is because of the lack of true feedback on market information that enterprises lose the right weight to make a correct assessment of the market based on real data.

　 Reduce cash flow and Stock pressure

Through the futures order meeting mode, we can get long-term orders, avoid sales forecast risks and channel inventory risks, which is an effective way to reduce the risk of market operation. Shishi textile and garment association responsible person in an interview with reporters pointed out that at present, due to rising raw materials, labor costs and market segmentation, fierce competition and other factors, to the development of brand clothing enterprises have brought huge shackles. The emergence of the futures order pattern just solves the difficulty of the return of enterprises' funds, so that the products can be quickly butted to the market and get profits in the shortest time.

"The traditional distribution mode is more subjective and always takes a gamble mentality, so long as it can produce one or two single product explosions, even if it is earned!" at the same time, Sun Guanghui, director of clothing marketing, said: "if we meet with no treasure, those products will sell out, so we will burn incense at home and worship Buddha." After realizing futures, ordering will never be merely a "warehouse transfer" strategy. The company will also help agents and distributors sell goods, instead of passing all the inventory pressure onto the terminal. If the terminal fails to sell goods, it will return to the brand, and the brand value will also be damaged.

　 "Eat less and eat more" at any time to make up the bill.

In addition, the reporter learned from many channels that there are many Quanzhou. Shoes and clothing brand In the form of fast futures, it increases from two times a year to four times a year, and even orders twelve times a year. Industry insiders Mr. Wang pointed out that ZARA and H&M, which are known for their quick response, are a good example. The fastest delivery time for ZARA in Europe is 22 days. Many brands in China are also learning this mode of operation. One of the leading designers of liangxiu clothing has revealed that they have changed their orders two times a year to four times a year, which has been well received by their dealers. {page_break}

"In fact, from the market perspective, the total volume of the next season will not increase again, but the way of loading will change and the frequency of new shelves will increase." The official said, "in addition to being able to replenish the goods in time, the increase in the number of orders has also increased the ability of the brand to respond to the market quickly. For the enterprises and distributors, the international fashion trend or cultural impact can be immediately reflected in the garment market, and many fashion styles will be more responsive to the current trend." This "buy less and multi meals" futures order mode is believed to be a new mode of ordering for most shoe and clothing enterprises next.