Buyer -- Fashion "Smell" Leads The New Development Of Garment Industry

With the development of information technology, the spread of global fashion trends is getting faster and faster.

To adapt to this change, Zara, H&M, Uniqlo and other "fast fashion" brands have developed rapidly and become popular all over the world.

Studying the successful experience of these brands can be found that the core is the application of buyer's mode.

In recent years, a group of garment brand enterprises represented by the local vice president also adopted this model and achieved great success.

But many enterprises in China are right.

The pattern is not yet understood or even misunderstood, so there are few users.

In March 28, 2012, the "the first Chinese youth fashion buyer contest", sponsored by the China clothing association and the China Fashion Design Association and the Shanghai nought dress limited company, was officially launched.

The competition is aimed directly at the buyer's industry, aiming to promote the buyer's mode in China through this competition.

Development.

Buyer

A senior fashion buyer once described his life as: if I am not at home, then I must be in Paris or Milan; if I do not go anywhere, then I must be on the way.

When I woke up in the middle of the night, I forgot that I was sleeping in that country.

This occupation originated in the West in 1960s, and then developed in Japan and Korea in Asia.

With the continuous improvement and development of the industry, its professional connotation has gradually expanded.

According to the different types of enterprises, buyers can be divided into three levels: (1) buyers of buyer's shop: buy products that have been designed according to the location needs of points.

(2) brand enterprise buyer: clothing enterprise product design and development is the whole process of production.

It is important to predict the next set of products in advance for half a year or even longer with the trend.

And cooperate with sales department's health sales data, even adjust production to maximize sales.

(3) department store buyer: brand name only and department store brand.

At this point, what buyers choose is not only a single product, but also a general judgment, considering what kind of overall image a department store needs to discount, what kind of brand is suitable for different floors, and what kind of brand can enter sales.

Usually, the buyers mentioned are the buyers of enterprises, that is, the merchandising department with the buyer team as the core. Through all kinds of information channels, we can discern the most likely fashion trend, and combine the design styles and creative designs with the efficient product supply and standard process monitoring.

As we all know, the winning magic of "fast fashion" brand is the rapid leading time of 15 days (that is, the product is from design to the actual business of merchants, usually the domestic garment enterprises are 90~120 days), and this is through the buyer's understanding of the consumer demand in the retail market, and the rapid reflection of fashion and the realization of the production and sale of the organization enterprise.

The buyer is a comprehensive talent.

We should have a keen sense of fashion and smell, be familiar with fabrics, colors and fashion trends, have rich experience in retail marketing, be familiar with the overall operation of the retail industry, understand the local market demand of the retail outlets in operation, have the ability to take the whole situation as a whole, and have certain physical and mental capacity.

Buyers in China

Chinese clothing is only about 30 years away from marketization, while the development of free brands is shorter.

In our country, the buying mode has just started, and for many enterprises, it is still a bit mysterious.

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Shao Ligang, a fashion buyer expert, said: "at present, many enterprises still have misconceptions about the concept of buyers. In fact, the essence of buyer buying behavior is to organize the source of goods from the perspective of enterprises, to make profits for enterprises and meet the needs of the market.

Besides, buyers should plan and plan their products. "

In short, buyers should play three roles in Enterprises: first, we must meet the profit maximization of enterprises and the needs of customers; two, we must combine the perceptual design of designers with the rational needs of the market; three, we should consider the contradiction between the maximum inventory and profit maximization of enterprises.

Because of the shortage of buyers in China in the past 10 years, many brand enterprises do not know much about it, and still adopt the traditional sales mode of agent affiliate. Under this mechanism, buyers do not have the stage to play their talents. Secondly, the major textile and clothing institutions have not trained buyers. Many factors have led to the slow development of our buyers.

Wang Zhuo, Secretary General of Garment Association, analyzed from the overall perspective of the clothing industry: "in recent years, China's clothing enterprises have experienced slow growth for many years, under the speed and scale of development and competition, which indicates that China's clothing brand has turned to the competition of brand connotation, mode and value.

Against this background, how to enhance the core competitiveness and value competitiveness of the brand becomes an urgent problem.

In essence, the core of competitiveness is embodied in the operation of enterprises, and the lack of high-level professionals is the bottleneck in the development process of garment enterprises.

When it comes to the pformation problems faced by enterprises in the "12th Five-Year", Secretary General Wang also believes that the lack of advanced management and management personnel at present is an important part of the adjustment and pformation of enterprises through the introduction and training of talents.

The development of buyers

The pformation and upgrading of China's garment industry provides environmental soil for the introduction of buyer's system, and the establishment and development of buyer's mode in Chinese enterprises has become inevitable.

Zhang Qinghui, vice president and Secretary General of the China Fashion Design Association, analyzed the status quo of the buyers, and pointed out that the development of the buyer model in the garment industry is part of China's construction of a textile power and talent power.

At present, there are more than ten colleges and universities that cultivate textile and garment talents in China, and tens of thousands of graduates are annually. These talents are the reserve force of the buyers team.

On the 2012 China Fashion Buyer forum, the relevant organizers expressed optimism about the development of the buyer model in China. He believed that the healthy buyer system not only deepened the flow of the garment industry chain, but also made the products closer to the needs of consumers.

Although China's current full-time buyers are still scarce, with the influence of the buyer forum and the training course for buyers now, the future Chinese buyers will be a very popular and fashionable occupation.

The first Chinese youth fashion buyer competition starts

In March 28, 2012, as the highlight of the China International Clothing and accessories fair CHIC2012, the "first Chinese youth fashion buyer contest", sponsored by the China clothing association and the China Fashion Design Association, jointly with the Shanghai nogue dress Co., Ltd., was officially launched.

The purpose of "competition" is to promote the integration of garment industry resources and promote the sustainable development of clothing brands and talents. Through mining and cultivating fashion dealers in the future, the industry will pay attention to and think about the professionals and buying mobile phone system.

At the same time, excellent ODM suppliers and e-commerce platforms will also participate in it, through the buyers to achieve direct docking between suppliers and the market, and bring the final results of the "competition" to the market, so that consumers can really enjoy the cost-effective products that are closely following the fashion trend.

This "competition" is the first time in the industry to run through the whole industry chain and talent chain, select and train professional buyers of the industry, select, standardize and integrate ODM supplier resources, hoping to achieve the optimization of industrial chain through this activity and meet the arrival of the age of terminal mode change.

The competition is mainly aimed at young agent buyers, young apparel designers, clothing collocation, design and purchasing young garment industry practitioners, and textile and garment design and marketing graduates.

The competition is eight months. It is divided into four main links, including entry registration, first evaluation and selection, entrance training and final evaluation. It is the most widely covered and longest lasting fashion buyer competition in China.

One of the biggest highlights is the super practicality of this activity; from the initial collection of fashion trends, the initial evaluation of quarterly product plans, the training of professional knowledge through the initial assessment, and the selection and ordering of the final evaluation stage, and the online operation and sale of the participants, a comprehensive evaluation was conducted.

In order to create a complete, systematic and professional platform based on the real market environment, the participants can truly experience the whole process of buyer's operation, and comprehensively assess and enhance the comprehensive ability and practical experience of the participants.

In addition, ODM suppliers are an important part of the buyer led terminal mode. ODM suppliers' research capability, design level, technology content, production process and quality are the cornerstone and guarantee of buyer's mode, making buyers a fast fashion and personalization trader.

Therefore, in addition to the selection of the top ten young fashion buyers in China, the contest will also select "China excellent clothing and apparel suppliers". In the aspect of ODM supplier selection, it will evaluate the ODM suppliers from the initial planning, design, competition, quality control, speed of delivery, and the evaluation of the quality of garments to the consumers, so as to select a series of excellent ODM suppliers, and lay a solid foundation for the full arrival of the "buyer era" and breed fertile soil.

Ding Hui, chairman of the board of directors, believes that this is the responsibility of the enterprise and the mission of development.

In China, clothing terminal covers many modes, such as direct marketing, agency, retail, and so on, resulting in the diversification of market terminal mode. This has become one of the bottlenecks in the development of brand and retail enterprises, and the overseas popular buyer mode will gradually grow and grow in China, and gradually lead the innovation of China's fashion terminal mode and market trend change.

How to combine the current situation of the industry, learn the essence of the international fashion terminal mode and innovate the industry terminal thinking has become the only way for the development of the industry market.

Therefore, let the industry and the market pay attention to the buyer mode through the competition. This is a very practical significance for Chinese enterprises to effectively learn from the operation mode that meets the needs of the market with quick response, and from the lowest value-added production links to the high value-added links in the industrial chain, so as to meet the challenges of global competition.

The holding of the "competition" will surely cause the industry to pay attention to and think about the professionals of clothing buyers and buy mobile phone system, and speed up the integration of Chinese clothing buyer's profession with international practice.

To achieve the vertical form of products to consumers, leading the development of the industry.