Shoes And Clothing Enterprises Enter The Peak Period Of Order Meeting.

Recently, shoes and clothing enterprises entered the peak period of order meeting. Destocking In the era, the enterprises actively change the sales way, the brand operators or invite experts to give lectures to the dealers, or cooperate with partners to carry out data analysis, and study the next stage of development strategy, the traditional ordering will become a seminar.

　 Experts are invited to give lectures to dealers.

In 2012, the phenomenon of high inventory of domestic sports brands was like a "collective traffic jam" on the motorway industry. Some companies predict that such a traffic jam will change the lane quickly. This year's order meeting will be able to see that "Zhengda sporting goods company" has quietly changed to "Zhengda (China) Garments Co., Ltd.".

"As early as 2012, we saw that sports goods market was already very crowded, and the sports brands of all sizes occupied the market from the first line to the four line. Therefore, we started the transformation of market orientation from last year to the development of fashion and leisure, avoiding the rush hour of sports goods industry. We can say that the phenomenon of high inventory is not obvious here. Guo Jingqing, general manager of Zhengda (China) Garments Co., Ltd.

At the recent order meeting, Guo Jing Qing To the distributor, we emphasize that the new year will involve many aspects of the transformation, from product style, terminal mode to brand image. He believes that in the field of fashion and leisure, as long as there is innovation, can grasp the trend of the year, not afraid of inventory, for this reason, they have established cooperative relations with Italy, South Korea and other international design team.

In order to enhance the confidence of dealers, Zhengda clothing also specially invited Chen Guoqiang, director of the Institute of industrial economics of China Garment Association, to participate in the discussion on the trend of China's apparel industry at the ordering meeting.

Chen Guoqiang introduced the characteristics of the transformation of enterprises in the future. With the overall stability of the clothing industry, the differences between the enterprises are relatively large. Some of the enterprises with better competitiveness begin to shift from "regulatory model" to "benefit oriented", from "from line type" to "network type", from the cooperation of domestic industrial elements to the transformation of international industrial factor allocation. These enterprises have gone through the stage of product quality and scale expansion, taking efficiency as the core, adjusting the enterprise strategy, carrying out the coordination of manufacturing and services, coordinating online and offline, and coordinating the industry and the outside industry, and actively carrying out the work of acquiring foreign brands, expanding production capacity and finding channels for cooperation.

　　 Analysis data at order meeting

For offline traditional store sales, the choice of storefront location often lays the foundation for future sales performance. Liu Quan, director of children's brand at gill, based on his marketing experience for many years, summed up a set of handouts on how to choose store locations and shared with nearly 100 dealers across the country.

"Neighbourhood pedestrian flow, location of the community, product style of the same shop on the same street, as well as the age of the residents and other data become the main basis for supporting the store." Liu Quan believes that all these require preliminary research and personal investigation. Before ordering the meeting, he has spent several months visiting the shops of each major dealer, taking the pulse of them, and inspecting the location of new outlets of other distributors.

"The investigation of storefront location needs to be refined to the green trees on both sides." Liu Quan said that he would also talk about distributors one by one, understand their market demand, and even hold a research meeting to jointly analyze the sales data of last year's single store, and refine to each single product classification, so as to more scientifically calculate the annual order data of each store and every dealer. In addition to helping dealers formulate development plans, enterprises still do not forget to throw out the "candy" strategy and offer incentive plans. Lin Qidong, chairman of Babu (China) company, announced at the dealer conference that the sales front dealers will be invited to Taiwan for the next year.

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　　 Research on speed raising of supply chain

Some enterprises choose to talk about the transformation of products at the order meeting, discuss the reasonable quantity of orders in the new season, while some enterprises insist on going the original route, and put forward the reform ideas of the original supply chain system in a high-profile way, and encircling inventory from the source of production and marketing.

PEAK CEO Xu Zhihua often said that "cleaning up past inventory is important, and more importantly, can not continue to increase inventory." Since 2012, PEAK has been making efforts to optimize the ordering mode and distribution network, enhance the management level of retail outlets, and strengthen the management capacity of channels and inventory.

"We have adjusted the earlier duty order mode to the on-demand production order model." Xu Zhihua said, "this is an effective way to flexibly respond to market changes and stabilize the supply and demand relationship between the market. On-demand production can save costs and control inventory, and also reduce dealer pressure, so that they can focus on improving the quality of single store operation and promote sales and order needs through quality improvement." This adjustment has been rewarded. At this year's meeting, PEAK got 400 thousand pairs of basketball shoes and a value of more than 100 million yuan.

At this year's ordering meeting, XTEP also stressed the importance of the "return payment", and proposed to increase the rapid response mechanism for the sale of products on the basis of shortening the production cycle. "Competition in the future is supply chain competition. Next year, we will strive for one. Jeans 7 You can deliver it in 10 days, and you can finish the order in 15 days. Xiao Lihua, vice president of XTEP group, said.

No way to open an order, the direct business way of the Nash, this year, but think that the flagship store in Jinjiang celebrate the way, the consumers, upstream and downstream partners and the heads of various subsidiaries gathered together. In addition to stimulating sales, the other deep purpose is to publicize the operation of the IEAP system which is independently developed by the outside world. The system can effectively accomplish the consumption information transmission, realize the sharing of information in sales, design, production and other links, and improve the response speed of products from demand to development to supply.

Xia Youqun, vice president of this year, issued more signals to more than 2000 dealers at his order meeting: speed up the supply chain and strengthen the single store order mode on the basis of deep ploughing three or four line cities. That is, through data analysis, ordering data will be refined to a single store, and personalized ordering mode will be adopted to avoid sales management.