"Single Shop Ordering" Mode Has Been Tried By More And More Enterprises.

< p > every year in April and May, it is the peak period of the new autumn and winter new product order of "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a ".

After encountering backlog of stock, declining profits and slowing orders in 2012, the order will be heavier in 2013.

Under the pressure of the market, the strategic adjustment of enterprises and the direction of channel pformation have become the common problems of enterprises and agents. As a part of channel pformation, the "single shop ordering" mode has been tried by more and more enterprises.

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< p > < strong > precise ordering data determine order quantity < /strong > /p >

< p > what is "single store order"? After the opening of the new product order 2013 winter, Xia you group, Limited by Share Ltd vice president, explained to reporters.

"Single shop order" refers to a shop order unit, which considers the sales data, space display capacity, business district characteristics, industry development status and other factors to get the purchase volume, and takes this as the basis for ordering.

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< p > "single shop order" is an efficient and precise ordering mode.

Insiders told reporters that in the past, when ordering, agents often rely on their own sales experience and personal eyesight to order. Under the single store order mode, the styles are directly chosen by dealers, franchisees and even shopkeeper who are more aware of the market. The order quantity is based on the terminal data. This order mode is more precise to the terminal, thus reducing the channel inventory caused by blind orders.

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< p > it is understood that Anta used all single store orders last year. The original order is wholesalers and franchisees ordering.

Now more than 8000 stores in the country, 40% of the shops are dealers themselves opened, about 60% of the franchisee opened.

To strengthen the terminal management of franchisee shops, each store has a separate order.

PEAK also began implementing the company's channel upgrading strategy in 2012, planning the channel with the prefecture level city as the unit, and trying out the "single store order" mode to achieve the refinement of order management.

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< p > < strong > channel flat terminal reaction speed increase < /strong > < /p >

< p > at the same time, the flattening of channels has also become an important part of channel pformation.

PEAK started the flat management reform of the channel management system since 2012. Through screening, some qualified retailers have been directly promoted to distributors.

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< p > "for example, dealers in Taizhou, Zhejiang, formerly belong to Hangzhou's distributors, but now they are directly responsible for the company."

Liu Xiang, director of public relations at PEAK, said the move was aimed at reducing communication costs between distributors and companies and improving terminal reaction speed.

Before some large distributors, the scope of control is smaller, management can be more detailed, and the efficiency of the store is higher than before.

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< p > it is understood that the number of distributors in PEAK has increased from 2012 to 50 in 2012, but the number of distributors in 2013 is expected to increase to 70 in 2011.

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< p > "channel flat" is to shorten the distance between manufacturers and consumers and reduce links as far as possible.

According to the current general pattern, there are three links among agents and distributors and franchisees between brands and consumers. In the future, they will be reduced to two links or links.

Dog marketing deputy general Luo Zheng Ming told reporters that there are several ways: first, manufacturers direct; two, manufacturers and agents or distributors joint operation, direct shop; three is to promote single store franchise.

"Shortening the circulation period of commodities can make rapid adjustment of commodity policies according to market changes."

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< p > < strong > strengthening the inventory risk reduction of < < /strong > > < /p >

< p > controlling inventory from the source, implementing single store orders, and increasing the strength of supplementing orders are not only the adjustment made by noble birds in view of the industry's current situation, but also the direction for the whole industry to try and grope for.

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< p > in case of changes in the market, Anta indicated that it would take the initiative to control the quantity of orders and adjust the orders that had not yet been produced, so as to reduce the potential stock and discount on retail channels.

PEAK also began to adjust orders, reduce market supply and optimize channels in 2012.

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< p > in the industry generally adopted order system, PEAK is gradually changing the past brands' futures system and increasing the reliance on the "fill up" mode. At present, the ratio of futures orders and spot orders has been adjusted from 9 to 1 to 7: 3.

The so-called "fill in list", that is, if the distributor expects to sell 1 million pieces less than a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > within six months, it can place 700 thousand orders first, and the remaining 300 thousand parts will be made up according to market conditions.

Liu Xiang said that such measures can prevent dealers from misjudging the industry situation and increasing the burden of inventory.

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Ding Shizhong, chairman and CEO of Anta P, said in a media interview: "under the traditional ordering system, the proportion of replenishment is relatively small. We are thinking about how to make the replenishment mechanism more flexible in the future."

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