The Climax Of The Clothing Ordering Meeting Comes. How Do Clothing Franchisees Order

The 2013 spring/summer product ordering meeting of a menswear brand showed more than 200 new products. The ordering strategy of franchisee L from Nanyang, Henan Province is as follows: order less, supplement more, select only the dark blue color code that customers like, and not order one fashionable product. After the order meeting, L told the reporter that she had ordered 300 pieces clothes 。 For her ordering strategy, clothing What is the comment of Wang Jiansi, a retail expert?

　　 It is not advisable to "order less and supplement more"

Reporter: L operates a store counter of more than 70 square meters in the local area. This order meeting ordered 300 pieces of products for next spring and summer. Do you think this figure is reasonable?

Wang Jiansi: Then she orders quite conservatively. Just like focusing on traditional Chinese medicine, she only orders one order for each item. This is a typical risk aversion mentality. It is impossible to do clothing well with such a mentality. Don't dare to order, the style is not neat, the quantity is not enough, and you will find that the style structure is unreasonable when you put it on the store, or the products that customers like are out of stock. Doing business like this will be very passive and very hard. I suggest this distributor Learn from those bosses with good performance. In many cases, the more afraid of inventory, the more inventory will revolve around you. We should find ways to turn the ordered goods into sales performance instead of inventory.

It is also unforgivable for newcomers to order less because they lack experience, because the market will not care whether you are a newcomer or an old man. What if I really have no experience? Lower your attitude, explain clearly to the manufacturer, let the manufacturer, general agent and supervisor give you more guidance, and don't order only one model just because you are new. Blind ordering, without the concept of one inventory of goods, makes the goods ordered back messy.

Reporter: Franchisees believe that "less orders and more subsidies" can be avoided stock And cash pressure, is this a good ordering strategy?

Wang Jiansi: Franchisees always want to order less clothes of each style. If the sales situation is good, they can replenish them. This consideration is understandable. But from another point of view, less ordering and more compensation virtually add all the risks to the manufacturers. The manufacturer must prepare a large number of goods to meet the demand of the franchisee for replenishment in the later period. In fact, it is impossible for the current manufacturer to prepare a large number of goods in the warehouse, which is too risky. This may lead to the possibility that later replenishment may not be available.

In addition, clothing is seasonal. If the first order quantity is small, you will find that this style is easy to sell at your place, and it is also easy to sell at others' place. Everyone goes to replenish. Even if it is replenished, your store may be out of stock due to changes in weather and season.

Franchisees hope to order less and supplement more. Just imagine that if the brand has 500 stores and one store has two hands, it is 1000 hands. If each store has 1000 hands, the company may be dragged to death.

There are fewer and fewer franchisees with the idea of "less orders and more subsidies", because in this way franchisees themselves will become more and more tired, and the stores will not be able to operate well. An excellent shop must learn to order enough goods at the first time, not less, and make up the order as soon as possible for later replenishment.

From the perspective of future trends, the concept of supplementary order will gradually weaken. Maybe after three or five years, the concept of supplementary order will disappear. Now some garment enterprises have already done this: the franchisee will buy out the first order, and will not replenish the goods in the future. There will be more and more such enterprises.

　　 Only with data can we have confidence

Reporter: Franchisee L believes that most local customers like dark blue clothes clothing The previous sales situation has also been good, so when placing an order, most of the items you like are dark blue.

Wang Jiansi: It is not a mistake to rely on experience to do the market itself. Experience is very important, but experience is both an angel and a devil. If we blindly believe in experience, we may harm ourselves. Because experience is in the past, the fashion industry is changing every day, customer groups are changing, and fashion trends are also changing, so we can't believe in the past.

I hope that the experience of the franchisee when ordering is from the analysis of data. For example, how many pieces of red clothes were sold last year and how many pieces of clothes of other colors were sold. Is there any data support? These data can guide the ordering of the new quarter, but cannot be completely copied. Experience should come from data, not from feeling.

Secondly, businesses can guide consumers' consumption habits. Last year, many people liked red clothes, which does not mean they will not wear blue and yellow clothes this year. When ordering, merchants should also consider properly guiding consumers' needs.

In addition, if the color of the goods is too single, the display in the store will be more passive. When ordering, you should also consider the need for display and have an idea in mind.

Reporter: L thinks designer The new models recommended at the product introduction meeting were too fashionable to meet the popular consumption needs of local customers, so she basically did not consider those models when ordering.

Wang Jiansi: Some dealers and manufacturers are opposite and suspicious of each other when ordering. Dealers always feel that the manufacturer is encouraging them to order more, so the more manufacturers advocate, the less they will order. This is just like when buying clothes, customers will feel that there must be problems with the products warmly recommended by the shopping guide. This also happens at the order meeting, because there is no trust between merchants and manufacturers. Some manufacturers have realized this. They do not ask customers to place more orders at the order meeting, but order suitable goods. The manufacturer also needs to coach the dealer to order, which requires the regional manager to have a good understanding of the dealer's situation and scientifically and reasonably coach the dealer to order. Only in this way can dealers' concerns be dispelled and their trust be gained.

What I want to say to dealers is that they can focus on ordering. For example, the consumption in a certain place is conservative. Most people like formal clothes, so they can focus on formal clothes when ordering. However, the demand of the market is diverse. It is impossible to say that everyone likes the same style, the same color, and other styles should also be ordered, so as to achieve a certain diversity of clothing styles and meet the needs of different personality consumers.

Of course, the proportion of various styles should be well understood. The proportion of styles should be determined by analyzing the sales data of stores, and on this basis, some adjustments should be made. Consumer demand can be guided, and dealers must find a balance between the manufacturer's main products and local consumption habits.

　 Reporter: What preparations should dealers make before attending the order meeting?

Wang Jiansi: The more difficult the business is, the more precise the order is. When business is good, it doesn't matter even if the order is defective. The retail ring energy conservation corrects this defect. Now retail is not easy to do, and the market is depressed, so dealers are required to try to avoid major defects when ordering. How can we order accurately? I think dealers should make the following preparations in the early stage:

The first is the sorting and analysis of sales data. Classify the sales data of the previous two years or even three years by style, price band, color, size and category, count the data of each category, draw the curve trend of sales data over the years, and judge the dynamic changes of local consumers. These data are very helpful for guiding ordering, but it does not mean that we must order according to last year's data this year, and we can make some adjustments in combination with market analysis.

With data, we can make orders more confident. Many bosses can't do this. There is no data support when ordering, just according to the feeling, the order quantity and the general structure, there is no clear plan in mind. This leads them to be particularly unsure when ordering.

Second, the dynamics of the local consumer market should be analyzed and predicted. Because the data is dead, it is a result of past sales. The market is changing. Dealers should make some analysis on the composition of local consumers, changes in consumption habits, competition situation and future business circle changes. This work needs the boss and the store manager to do together.

Third, never bring your family with you when ordering. Many people take part in the order meeting like traveling. Although the order meeting lasts only three or four days, it is related to the business of three months or even half a year. The dealer had better take the store manager with him to order the goods, not alone or with his family.