Clothing Brands Should Be Scientifically Allocated To Avoid Inventory Crisis.

With the rapid development of brand and how to avoid the stock crisis, Jinyuan (International) Garments Co., Ltd. has done its own unique distribution system. This year's sales of millions of women's clothing brands, sales of goods have never been discounted, brand franchisees, agents rarely inventory pressure, business operations for many years to maintain a growth rate of about 30%.

The secret and key of its healthy operation is to objectively identify the consumer desires that are not satisfied, define the target market accurately and distribute the commodities that are most suitable for the needs of consumer groups.

"Accurate judgement of the market and accurate grasp of the product style are the basis for the Jinyuan brand to implement scientific distribution. The scientific research on the market and the desire for consumption of the target group is the foundation for the healthy operation of Jinyuan brand in the past ten years."

Mao Jinhua, general manager of the company, introduces that there are 700 terminals in the Jinyuan brand, and the franchisees from the assessment shop, decoration guidance, matching (Supplement) goods operation, the company implements one-stop management services, and has different distribution schemes and key service contents for different stores.

More importantly, Jinyuan company actually operates every brand marketing shop.

How can the goods be distributed to every store? The company does not have a subjective decision. Instead, it invites research institutes such as Peking University, Huaqiao University and other research institutes, together with the marketing department, from consumers, store owners, etc.

A systematic study of franchisees and distributors, and a scientific analysis of the marketing environment, marketing mode and commodity style of similar products in the market; from a detailed study of the composition, occupation, income, preferences and emotional orientation of target consumer groups to a comprehensive analysis of the matching degree of color, flour, style and consumption demand of the commodities put into the market; from the investigation of the adaptability of the price system, commodity structure, business way and professional ladies' personality, to the analysis and study of the influence of store display, brand image and fashion culture, and scientifically, fully and accurately, to grasp the fashion demand of the target consumer group.

Thus, in the business of creative brand popular culture, developing commodity design and development, determining product price system, and setting up the rhythm of replenishment and so on, the decision-making is orderly and implemented.

Reporters in the company saw that the company will launch more than 110 new products in the autumn market, whether it is intellectual color, low-key romantic decoration, or excellent quality, elegant collocation, are very consistent with the needs of the graduates from the workplace to adorn the image of adornment.

Because consumer centered rather than brand proposition is the standard, Jinyuan commodity R & D system can rationally focus on the real consumption desire of target groups, aiming at innovative design and development of differentiated value of commodities.

According to Hong Meixuan, the design director of the company, Jin Yuan company designs and develops nearly 1000 new products every year, whether it can put into the market the power to kill and kill. The master is not the design director, not the marketing director, nor the general manager or chairman. It is an excellent Merchandiser evaluation system composed of excellent franchisees, store owners, and R & D and marketing personnel.

It is understood that the company will never open orders, what products the market needs, on what products to design and produce, what products dealers will sell.

The marketing mode of "on-demand production, on-demand supply and on-demand sale" is different from the ordering system brand management, which is that dealers do not have to bear a lot of futures risks.

Because dealers choose according to Jinyuan company's basic distribution and market sales, choose what products to enter and how many goods they enter. In addition, the company also allows dealers to have a certain proportion of returns.

At the same time, in order to continuously improve the accuracy of the brand distribution system, the company also invested heavily in research and development of ERP information system of Jinyuan brand mode, created an efficient automation technology operation information platform, and daily sales information and detailed data analysis of Jinyuan brand store in all parts of the country.

According to the daily and weekly sales data analysis, the management determines the return volume of the best seller and the monthly production volume.

"Science distribution goods plus scientific management guidance", Jinyuan brand.

There is basically no inventory problem every season, "Mao Jinhua said proudly.