Metersbonwe'S Inventory Clearing Strategy

Discount and inventory clearing become Metersbonwe This year's top priority.

The huge inventory once made this brand with good performance in the stock market feel pressure. On September 30, 2011, the inventory of Metersbonwe was 2.9 billion yuan, while in 2009, the figure was only 900 million yuan.

It is understood that Metersbonwe has been committed to improving its management model for many years. With other fast fashion The difference of the brand is that Metersbonwe has always been developing in the direction of flattening. "When the market is bad, our channel department will consider the problem of goods shortage. Because our channel is flat management, the brand strategy will be well communicated and implemented." A senior manager of Metersbonway said.

The current strategy of Metersbonwe is to feed back the market demand in a timely manner, and at the same time, work together to carry out discounts and promotions. "From stores to online sales, as long as it is a direct channel of Metersbonwe, the discount strategy has been passed on. At present, 50% of our sales are achieved through our own channels."

In some second tier and third tier cities, where Metersbonwe has not been able to achieve direct marketing, it will control the scale of franchisees and only allow them to master one or two stores, thus ensuring the brand's voice and store execution.

It is understood that nearly 70% of the sales of Metersbonwe come from dealers and franchisees, and 30% of the sales come from direct stores. In direct stores, the area is often very large, even reaching the level of flagship stores.

According to insiders“ clothing The ex factory price is 30% off. The rent of the mall and the maintenance cost of various relationships need 30%. The remaining 30% is the cost of labor and logistics warehousing, and only 10% falls into the pocket of the brand. "

However, Yang Yeqing, a brand marketing expert, did not quite agree with Metersbonway's practice of clearing inventory with its direct stores. "The direct stores are in a busy section, the store rent is very high, and they occupy store resources to deal with low value products. The input and output are not equal."

"Good store resources can bring maximum benefits only when they are handed over to products with more opportunities and trends." Yang Yeqing believes that it would be more suitable to hand over the inventory to small and medium-sized agents at a lower end.