Quanzhou Men's Wear Brands Have Come Up Against Inventory Pressure.

"Innovation and change, to meet new challenges." This is a few days ago. lilanz President Wang Liangxing, in the 2012 winter new product conference in Li Lang, faced the call of the national agents to face the pressure of the macro market crisis. To the satisfaction of the agents, Lee announced the winter order meeting, which will continue the new order policy which will be put into effect from the autumn order 2012. The core content is that "the order rate of distributors will be reduced from 85% to 90% to 80%." Accordingly, agents will reduce hundreds of millions of yuan of inventory pressure in one year.

In order to cope with the spread of market and inventory pressure, the near future Quanzhou Menswear Brands have made moves. In addition to increasing channel refinement and brand building, the introduction of new ordering policies, deepening product design research and development, and building efficient supply chains have also become a top priority for major brands in the near future.

　　 Large margin dealers

"The overall picture of the year is still worse than before, which is caused by the great environment." Wang Liangxing, President of Li Lang, told reporters that if the sales are ideal, distributors can also place additional orders. The new policy will make better use of the flexibility of group production arrangements, so as to help control the inventory of distributors and control risk management.

Not long ago, the chairman of a well-known business man in Jinjiang went to Shishi seven well group to discuss the preparation of store props such as shelves, models and so on. "Overall procurement can save 10%~20% compared to the cost of scattered procurement props." Cai Xiaoqiang, chairman of the seven well group, said that before the strong men's wear brand, the pressure of shop opening was generally thrown to the agents. This year, this phenomenon, which came from headquarters to help reduce shop costs, has increased significantly.

The seven wolves also increased market support and increased subsidies for franchisees to stimulate their expansion drive. Its initiatives include not only directly supporting high-quality distributors by means of loans entrusted by their own funds, but also solving the most needed capital problems of distributors. At the same time, we should increase subsidies for new shops, basic decoration and props. "It is estimated that on the purchase discount, the company and the provincial generation are also expected to make a few points to directly increase the profit margin of the large customer franchisee (the order amount is over 3 million), so as to offset the rash of their profits in recent years." Seven wolves The other killer is to implement the "old goods for new products" to revitalize the stock, resulting in a benign cycle of ordering and opening stores.

It is understood that this year, the cost of various raw materials has dropped, leaving space for all major brands to make profits.

Create boutique workshop

After the implementation of the new deal, enterprises will be faced with the increased demand for dealers to deliver at any time. "Small batch, quick turnover, catch up fashion" is the key, and accelerating the construction of efficient supply chain has become the biggest challenge for testing enterprises. In addition to speeding up the construction of information management system for headquarters and major retail terminals, building a single workshop with quick response is also regarded as an important strategy by the enterprises.

It is predicted that by the frequent filling pressure this year, Li Lang began planning a project called "demonstration single pipeline" transformation last year, in fact, it is an independent small boutique workshop. Its process transformation mainly refers to the efficient integration of personnel, equipment and logistics, so that each link has the ability of rapid response. "This will greatly enhance the ability to make up the bill." Chen Hongsheng, director of marketing company, said.

Nine year old Wang also set up a similar boutique workshop to produce personalized customization and small batch orders. While ensuring the normal operation of the large pipeline, it effectively reduces the inventory risk, greatly improves the overall delivery rate of products, and realizes quick replenishment.

For a long time, the response speed of business men's clothing enterprises is not fast. Take Jia Shan as an example, find the hot money from the terminal retailers, report to the general agent list, the general agent feedback to the headquarters again, finally summarize the national order quantity, then the supplier orders the production, at least 30~45 days. However, the rapid changes of fashion products make the longer replenishment cycle less and less suited to the competition needs, and even cause the replenishment products to arrive at retailers, which is already over season products, but has increased the "high inventory". For the response speed of the boutique workshop, Chen Zhiyong, the director of the wolf wolf Information Center, calculated an economic account: by establishing the coordination of the information system and the boutique workshop, the original period of 30~45 to 1/2 will be greatly reduced to the original time from 1/3 to the original.

　　 Product segmentation speed up

In the face of increasingly picky consumers, speeding up the refinement and serialization of product styles has also become another way for men's clothing to cope with inventory pressure.

Many securities analysts hold the view that this year's performance of seven wolves is expected to exceed expectations. One of the important reasons is the successful development and breakthrough of new category "black label" series. It is estimated that the order growth rate of the company in spring, summer, autumn and winter in 2012 will exceed 30% and 25% respectively, of which the black mark will account for about 50%. In the serialization of products, the seven wolves have already been in the front row of Fujian men's wear. They have black, red, green, blue, children's and women's clothing products. Besides, they also have international brands dancing with wolves, Mark Ed Faye and agents. The products cover high, medium and low grade fields.

"We need to push forward with other brands in a low profile." According to Chen Hongsheng, director of marketing at lon Lang, marketing director, at present, the men's clothing also has three styles, namely, formal dress, leisure and business, four series, and high-end Tokyo series. This year, we will speed up product refinement and create an independent team of designers for each series. The nine men, who play the world with men's pants, also say that they will attach importance to the high value-added clothing series in the future and continue to increase their trousers investment. It is expected that new products will be launched in 6~7 month to create fine products to meet the needs of consumers.

Another noteworthy phenomenon is that many men's clothing takes the channel as the core, carries on the subdivision management, that is to say, the different channel sells the different style product, is more effective in grasping the target customer group.