Shoe Buyer Model Becomes The Key Factor To Enhance Brand Benefit

Speed is becoming

In Europe and the United States, more than 90% of the footwear brands have adopted the buyer model.

Buying mode makes fashion sense of these brands.

In China, some excellent enterprises have begun to explore the use of buyer mode.

Among them, two were initially successful.

One is BELLE group in Shenzhen and the other is Daphne group in Shanghai.

The two shoe companies have adopted a more formal buyer model. Although some links need to be further improved, they all take the lead in acquiring the bonus from the buyer mode.

The two companies have already formed a systematic process of buyer's operation, and the overall operation of enterprises, including the structure, is launched around the buyers to facilitate docking with buyers.

So, what kind of shoe companies are the real buyer models? Generally speaking, they have the following four points.

First, there is a hematopoietic system behind the buyer's model.

What is hematopoietic system? For footwear enterprises, the development function of footwear.

If an enterprise's brand buyer only knows how to copy the market without knowing whether to continue to revise and develop it, though the enterprise can obtain a temporary market benefit, it will not form the brand style and soul connotation.

Therefore, the most important task for shoe enterprises to establish a buyer's model is to set up their own hematopoietic system.

The hematopoietic system of shoe companies includes hand copying, design draftsman and corresponding development assistant.

These people analyze the varieties of free, sluggish and flat products on the basis of forming a certain number of pattern templates. At the same time, we study color and collocation to get the commonalities of fashion and fashion, and then develop the shoe products.

In this way, sales of products will be the right way.

In short, buyers can't rely solely on one or more buyers, but establish an organic system to ensure that buyers can work smoothly.

Two, buyer mode has a rigorous R & D system.

In the shoe industry brand, the R & D system of buyer's model is a system that can carry out market analysis and can be used for the market development of buyers.

The system is built on the basis of its actual situation, and the factors such as the market operation of the contract industry and brand operation.

The products developed by this system can basically withstand market tests, meet the demand of the trend, and seldom have the risk of unsalable sales.

Generally speaking, the system includes color system, style system, plate type system (understandable last), collocation system (which can be divided into two systems of shoe display and dress matching), organization system, material system, etc.

After setting up the system templates, buyers can guide the developers to accurately develop their products.

The author once made a buyer's mode reform in a brand shoe industry in the United States.

At that time, the buyer manager of the enterprise did not understand why a rigorous R & D system should be established.

After the system was built, the buyer realized that the system could guarantee the development of a best - selling style.

Without this system, the development of each quarter will be short of ideas and passive, and the products developed will be difficult to be welcomed by the market.

With the cooperation of R & D system, the products designed by the company can not only adapt to the trend of this quarter, but also predict the sales situation next year.

This is a big step ahead of the shoe companies that do not adopt the buyer's model or experience only.

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Three, the organization mode of buyer's mode is flat.

The shoe enterprises that implement the buying model should be flat.

The purpose of flatten is to make all kinds of development information and marketing information more unimpeded.

In my opinion, in the enterprise organization with shoe buying mode, the less organization level, the more flat, that is, the more point the process is set, the more timely access to information, use of information and feedback information.

And the fast information flow can adapt to the popularity and rapid response of the shoe brand market.

The complicated mode of organization can not breed excellent buyer enterprises.

Only by flattening, can we adapt to the trend of rapidly updating shoe market.

Four, the management and assessment of buyer's mode is individualized, independent and coordinated.

Under the buyer's mode, the management and assessment of shoes enterprises should be aimed at the characteristics of buyers, forming the characteristics of individuation, independence and coordination.

The so-called individualization means that the functions, processes and assessment of different departments in the buyer's system should be different, so that they can meet the needs of department operation; the so-called independence is the assessment of the developer of the buyer department, and it must be carried out independently, and it can not copy the standards of other departments.

When the management and assessment system of an enterprise is individualized, independent and coordinated, the management and examination system of the enterprise is also operable, and it can also meet the personalized assessment characteristics of the buyer's mode.

The shoe industry buyer model will play a leading role in the development of the late shoe brand.

This is not a hypothetical analysis, but a result of market demand orientation.

Therefore, we hope that more shoe companies will adopt brand buying mode to carry out brand operation in the future, so as to enhance the market efficiency of their brands.