"Fast, Accurate, Ruthless" Children'S Shoes And Clothing Market Skillfully Handle Autumn And Winter Season Products

It is easy to catch a cold when it changes season in autumn and winter.

For children

In order to have a healthy body, it is necessary for taboos to deal with "cold" in autumn and winter products.

So, what is the current situation of the market for children's shoes and clothes to handle seasonal products? What are the magic tactics for enterprises to deal with seasonal products?

Guests of this session:

Su Congbao, general manager of Quanzhou Sheng Ke shoes and Garments Co., Ltd.

Lin Quan, vice president, Fujian Nanhua group, Fujian black cat Sheriff Children Products Co., Ltd.

Lin Jianhui, director of retail operations center, Fujian Bao de Group Co., Ltd.

Unscientific orders can easily lead to the backlog of seasonal products.

General manager Su Congbao believes that the reasons for the retention of seasonal products are: first, manufacturers themselves, product research and development are not marketable, the guidance of ordering methods is wrong; product delivery delay causes product overdue and backlog products.

Secondly, we need to find out the reasons from agents, whether agents are loyal to the company or not. If the dealers do not grasp the market demand when ordering, blind orders will lead to product backlog. Logistics management is not scientific, inventory situation is not clear, agents blindly replenishment will also lead to product backlog.

In addition, factors that can not be ignored include climate and other natural environmental factors.

Pay attention to seasonal products and reduce inventory.

Under the background of a large market for children's shoes and clothing, there are also some enterprises that have made good achievements. The companies interviewed have made good achievements in selling products and handling seasonal products.

General manager Su Congbao was very satisfied with the sale of autumn products. He told reporters: "our company adopts zero inventory mode and implements futures system.

Products are produced according to customer needs, and there is hardly any problem of handling seasonal inventory. If we need to deal with them, we will mainly help the agents to adjust the goods.

"

This year is the integration year of the black cat sheriff, who has a clearer understanding of product planning and brand positioning.

Speaking of product sales this fall, Lin Quan, deputy general manager, said with a smile, this year the company's original stock rate is expected to be controlled at 5%, and now there are less than 3% of the remaining autumn products.

Compared with the previous two years, the total production volume and sales volume this year surpassed greatly.

The rate is obviously lower than the previous two years.

"At present, our autumn products have been almost processed, and a little stock left is expected to be processed next year.

Overall, this year's product sales are pretty good.

"Mr. Lin Jianhui, director of retail operations, expressed satisfaction with the sale of this product in the autumn.

Business tactics, skillfully handling seasonal products

In autumn and winter, the new products gradually enter the market in winter. In order to deal with the autumn products, we need some clever tactics. The guests in this period have experienced a hundred wars in the children's shoes and clothing market.

Su Congbao: things are scarce and expensive. Digestion must be learned in time.

1. futures are the main products and large customers are concentrated.

Jamibare's children's wear brand takes the futures as the main selling way.

In dealing with autumn products, Su Congbao, general manager, said: "under normal circumstances, we will provide unmarketable autumn products to several large sales customers who are able to concentrate on digestion in the form of buying instead of allowing sales to be sold in the current season, so as not to affect the confidence of the dealers. If we are in the backlog of inventory products, we will take the way of selling profits, factory sales and e-commerce digestion.

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When it comes to this topic, general manager Su Congbao stresses that things are scarce and expensive.

He explained that too many processing activities will make consumers feel that this is the brand used promotional means, and as time passes, there will be no sense of freshness.

In addition, too many marketing methods are easy for consumers to think that products are low-priced goods. After raising prices, consumers will feel abnormal. This will damage the brand image and reduce the added value of the brand.

Therefore, handling seasonal products or stock time should be short and not long. Holidays are the main ones, and the number of times should be less.

2., do a good job in logistics management and strengthen terminal management.

General manager Su Congbao, who has many years of experience in the sales market, has some experience on this issue: in the aspect of new product research and development, he should develop products that are marketable, improve the accuracy of ordering, and distribute the total quantity and proportion of products ordered by agents scientifically.

In dealing with seasonal products, we should do a good job in logistics management, provide products to the sales terminals in a timely and reasonable manner, strengthen the terminal sales management, improve the salesperson's sales ability, and take appropriate methods to digest seasonal products.

Of course, it is inevitable that seasonal products will be left. Enterprises need to maintain a good attitude and take effective measures to deal with them.

Lin Quan: macro control, prepare for new product listing and delisting.

1. multi channel sales

The deputy general manager of Lin Quan introduced that there are two main reasons for this year's black cat sheriff's good sales performance: first, to develop new customers; the two is to force the two or three line cities.

In dealing with autumn products, the black cat sergeant also uses discounted promotions, buying one get one, giving away and other traditional ways.

At the same time, the black cat sergeant began to enter Taobao mall in May. He will start to do business in Jingdong, pat, Dangdang and so on.

All these have promoted the sales of black cat Sheriff this autumn, and expanded the brand influence of the black cat sergeant.

2. do a good job in listing remind and prepare sales promotion plan.

Lin Quan, deputy general manager, shared his suggestions on handling seasonal products: 1., remind customers to prepare for handling seasonal products in the first half of the new listing.

At the same time, the company will grasp at the macro level, and provide several promotional themes for seasonal products, for your reference.

2. in the terminal construction, the special hall image should be well done.

Terminal stores can choose children who have children. They understand children's needs better and sell products better.

3. we should improve the rate of the return of the enterprises, make the circulation of funds smooth, provide sufficient funds for the research and development of new products, and make the new products become fast products instead of detained season products.

Lin Jianhui: grasp the source and handle the activities quickly.

1. combine sales promotion with public interest interaction activities

Lin Jianhui, director of retail operations, said when dealing with product measures this autumn, "we are doing some meaningful public interaction and promotion activities in addition to traditional measures such as discount sales promotion and bundling sales.

We have a special planning department, which is responsible for some promotional activities such as provincial and branch offices, so that inventory control is at a reasonable level. At the same time, some new customer groups are attracted to carry out commodity experience and enhance brand awareness and turnover rate.

"

2. do a good job in the regulation and control of goods, and promote "quick, accurate and ruthless".

Mamie Marka handles autumn products with direct outlets to digest, and more importantly, according to the market.

The timing and saturation of sales should take corresponding pre control measures, such as the effective use of information flow, the rapid distribution of goods, the promotion of selling points, and the promotion of sales service level. All this requires that you have the basic retail thinking, otherwise, there will be a "time to cramming" position.

Secondly, according to the style of goods, two combinations can be made through planners and collocs, so that old goods are not old, and goods like water turn.

In addition, there are still some remaining goods, so we must achieve "quick, accurate and ruthless" and make quick decisions. Otherwise, it will affect the brand reputation and image, and can not digest the inventory.

Finally, the company can also take measures to change products into other tag, and choose other sales channels for processing, such as online sales and other foreign trade sales.