Shoe Business Order Meeting, Do A Good Job With The Channel Business Game

"The order meeting mechanism may have some problems in itself." In August 22nd, chatting shoes Problems existing in the clothing industry, Shishi Spin clothing Shi Hairong, executive vice president of the chamber of Commerce, said. As the cradle of the national garment industry, Quanzhou's Jinjiang, Shishi and other places under the jurisdiction of the Republic of China, at least three times a year (spring summer 9-10 months, autumn 3-4 months, winter June) will be the clothing ordering meeting. Successful ordering is not only the main source of orders for brand enterprises, but also the starting point for the smooth operation of the entire brand supply chain.

　 Disadvantages: opaque market information

"We often wonder whether the order will result in the failure of market information feedback at a certain level," Shi Hai Rong's introspection came from some prominent industry problems this year.

Recently, Quanzhou's listed Brand Company sports semi annual report, the demand for inventory, was invariably written into the announcement. In addition to high inventory, the downward trend of orders constitutes another part of the industry problem. Whether Jinjiang or Shishi, the shoes and clothing enterprises in both places failed to produce beautiful "transcripts" in the past autumn and winter products ordering meeting.

A colleague from Shishi casual footwear industry said, "even if it was Mu Lin Sen, the order of the last autumn and winter department did not exceed fifty thousand pairs of shoes, and the order mainly depended on the better outdoor series in recent years." Casual shoes It is the fist product of Shishi shoe industry, and the wood forest is the second largest shoe enterprise of Shishi. Therefore, in the view of the industry, "this undoubtedly explains the industry problem."

Under the pressure of economic downturn, the disadvantages of ordering will become one of the "original sins" of entrepreneurs. "In fact, the order itself does not necessarily reflect all the exact market demand information." Mr. Dai, head of a garment research and Development Institute in Shishi clothing city, told the reporters that the third party organization that provided orders for SMEs in Quanzhou for a long time is that most enterprises determine output according to the needs of customers.

"This is a way of hiding risks." He analyzed that, the mode of all the market information sources are pressed on the channel business body, the real market information is often covered up, "according to the wishes of the channel merchants to go, but did not really understand the market."

　　 Reason: kidnapped by channel operators

Mr. Dai believes that channel traders "kidnapping" brand is common. "Enterprises do not have a real consumption survey, but rather trust the channel business, so there is often a deviation in production expectations, which is a major reason for inventory production."

He gave an example, "if the market only needs 10000 pairs." shoes Then, according to the level projection, the retail terminal will make 15000 pairs, while the agent will order 18000 pairs. According to this expectation, the production enterprise will expand the production and expand the quantity to 20000 pairs. This means that a commodity should be equipped with a proportion of two commodities to carry out the so-called inventory turnover. The proportion of this industry is one of the main reasons for inventory.

In the shoe and clothing industry, there has been a stock security alert for many years, that is, according to the normal operation of the industry, the scope of 10%-20% is regarded as safety stock. According to this ratio, if an enterprise produces 100 million pieces, clothes So, 1000-2000 clothes as inventory turnover, are all safe and controllable.

Shishi dynamic group Wu director Chang also expressed cautious industry attitude when interviewed by a commercial newspaper reporter. He said, "the order of some enterprises in these two years will be" very beautiful ", but the data will often be" deceptive ". After all, the order quantity can not represent the sales performance of the terminal, but the goods of many enterprises are only hoarding at the level one level.

In his view, these goods that are not sold eventually are all "time bombs". To a certain extent, they occupy the cash flow of enterprises, resulting in the risk that enterprises can not accurately estimate for a long time. "According to Garment industry Routine, if these stocks exceed 3 years, reduce their damage value, warehousing costs and so on, it will not only bring profits to enterprises, but also become a burden for the future development of the company. Wu director Chang believes that in addition to the cash flow being occupied, the higher inventory will have more impact on the order growth of the shoe and clothing enterprises next season. "Once the stock is tied up by the stock, it will not be able to expand the reproduction, and the dealer will have difficulty in getting goods on hand." {page_break}

　 Typical: intra channel competition among channel operators

"Apart from the failure of conventional market information, competition among channels is perhaps a more important reason for high inventories." Speaking of related issues, a sports brand dealer revealed that this year, just after the Spring Festival, he joined several regional agents to submit an application report for the early opening of the order. "Our reason is very simple. If you open the order early, your manufacturers can quickly return the goods in the hands of the channel operators, which can create competitive advantages and create achievements for the company."

At present, even some enterprises have broken the tradition of ordering four orders a year, extending their orders to six fields, and the names of orders have also increased, such as replenishment meetings, product appraisal sessions and so on.

"But since the beginning of last year, the economy has been down, and many goods have been sold to dealers." The dealer told reporters that on the hands of some dealers, "the cargo heap is everywhere, but every time the order is opened, some people continue to shout loudly." this strange phenomenon occurs not only in Fujian shoes and clothing enterprises, but also in the whole country.

"I think dealers and regional managers jointly" kidnap "manufacturers, in his view, dealers are typical short-sighted behavior, usually for lower level channel providers, the collection is difficult," but the order will be opened, "he (dealer) can take the manufacturer's big sales promotion, under the banner of the manufacturer, suddenly received several million yuan, several months of goods also flow out. And the lower channel operators who pay the money will not take the goods away. The regional managers are in possession of a higher level of scepter. Dealers have to "seek" regional managers to buy him goods. Once the two parties are connected up and down, they will jointly "profit" to the manufacturers. "To rebate, discount and support, the market information provided by dealers and regional managers will start to fail, and the malpractice of these problems will be exposed when the market is down."