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Jinjiang Shoe Brand Shoes Enterprises Have No Choice But To Pay More.
< p > the announcement of the announcement of the company's performance notice in the first half of 2013, which has just been disclosed by Taya shares, has attracted the attention of the industry. The industry has smelled the flavour of the brand changes in Jinjiang's < a target= "_blank" href= "http://www.91se91.com/" > shoes > /a > from the announcement, which is easy to generate the high inventory order mode from the former "small amount", which has changed to "fine quantity and less quantity" fine operation mode. < /p >
< p > in fact, the subdivision of the footwear consumption market requires the shoe brand to differentiate into the market, and the "large quantity and low quantity" mode is the objective demand of the market. But it is not so easy to really apply this order pattern. It requires a strong and fast supply chain reaction mechanism as a guarantee. < /p >
< p > shoes enterprises have no choice but to pay more money than /p.
Less than P, the upstream suppliers will not be affected by the changes in the downstream brands of shoes. The announcement of the semi annual performance notice issued by Thailand shares has attracted the attention of the industry. At the order meeting of the fourth quarter of 2013, the performance of the upstream sports brand undertaken by Thailand shares was not satisfactory. The order amount of XTEP (calculated at wholesale value) dropped 15%~17% compared with the same period last year, while Anta fell by 5%~15% compared with the same period last year. The number of orders for 31st order in 2013 winter order meeting also decreased by about 17%. < /p >
< p > according to Thailand's relevant staff, since last year, the main customers of Thailand's stock have changed the order mode from the average number of orders for each shoe in the past to "a small number of items", that is, to reduce the quantity of a particular style and expand the style. < /p >
< p > "because different styles of shoes require different materials and moulds, which results in the continuous replacement of moulds and materials, cleaning machines, and the proficiency of workers in the manufacturing process. The cost has gone up at once." The staff member said. < /p >
< p > in fact, most shoe brands in Jinjiang adopt an order based supply chain mode. However, the product features of "less money, more quantity and less style" have been unable to meet the changing needs of consumers, and goods can not support the actual requirements of regional distribution and terminal sales. At the same time, it is precisely this "small amount of money" product system is difficult for enterprises to control the market, "high inventory" risk also follows. < /p >
< p > and this year, Jinjiang shoes brand is gradually changing from "easy to produce high inventory" operation mode to "multiple small amount" operation mode. < /p >
< p > F brand is one example. This year, the F brand will be ordered for two seasons in a row for the whole year. The reason for this is that Mr. F, the brand leader, revealed that they had adopted a "small quantity" ordering method to reduce inventory pressure. The main purpose of the two quarter order is to catch up with the order. < /p >
< p > in addition, the order from two times a year to four times a year has also become the objective impact of "a small number of" product models. < /p >
< p > "in addition to replenishing goods in time, the increase in the number of orders has also strengthened the brand's ability to respond quickly to the market for enterprises and distributors. The international trend or cultural impact can be immediately reflected in the shoe market, and many popular products will be more suitable for the trend." Mr. Tong said that such a "small number of" model, I believe, will be the next most shoe companies pursue a product "fine" operation mode. < /p >
< p > tempering supply chain system < /p >
< p > with the changing market demand, the subdivision of the footwear consumption market also requires the shoe brands to differentiate into the market. Now people's consumption concept is changing, paying more attention to the functionality and professionalism of products, such as playing basketball shoes while playing basketball, and climbing outdoor shoes when climbing. < /p >
< p > this also lays the objective demand foundation for the shoe brand "more money and less quantity": compared with the mass market, the market after segmentation will inevitably show the market characteristics of "many styles and crowd segmentation", which also forces the product mode of the enterprise to change from "extensive" to "meticulous". < /p >
< p > in order to better realize the "product quantity and quantity less" product mode, Mr. Tong has set up an excellent ERP software last year. Because, "the amount of money is small" seems simple, in fact, is affecting the entire supply chain system. First of all, through ERP software, I can grasp the situation in time to know when to fill what goods; secondly, I can effectively control the foundry enterprises and suppliers, let them know what to prepare. Mr. Tong said that the "quantity and quantity less" mode put forward higher requirements for the supply chain system of enterprises. < /p >
< p > for this reason, Zhang Jiequn, Shuai Kelong, brand marketing manager of Jinjiang innovation Shoes Co., Ltd., deeply agrees: "the traditional distribution mode is more subjective, and it always takes a gamble mentality, so long as it can produce one or two single product explosions, it will even earn it. If you meet with no treasure, and if those products are sold, everyone will burn incense at home and worship Buddha. < /p >
After the "P" mode is realized, the order will be more than a "warehouse spanfer" strategy. The company will also help agents and distributors sell goods, instead of passing all the inventory pressure onto the terminal. Zhang Jiequn told reporters that if the terminal does not sell well, it will return to the brand, and the brand value will also be damaged. "We specializes in designing products that meet the regional characteristics for each regional dealer." the amount is small, "and the distributor should timely feedback the situation, make up the bill at any time, and strive to make the best brand operation of every province. < /p >
< p > in fact, the Shuai Kelong brand's supply chain system has been running for many years behind the model of "more money and less quantity". A large design team has been built to provide technical support for every regional distributor and to constantly design products with a large number of products in each area. < /p >
< p > "this pattern can be changed without changing it." It needs the effective combing of the industry chain from top to bottom, and the understanding and cooperation of distributors, as well as the perfection of information reflection mechanism, in order to effectively achieve the "multi quantity and less quantity" mode. Zhang Jiequn said that the implementation of the "small quantity" product "refined" mode of enterprises need to practice "internal strength". < /p >
< p > to fine management, the efficiency is less than /p.
< p > from the "small amount" to "more money less" refined product mode, brand dealers get rid of the "high inventory" risk. But this mode is not too small for the brand foundry enterprises. < /p >
< p > "the mode has changed, but the price has not improved, which is very stressful for us." Zeng Jinke, general manager of Jinjiang Turk sporting goods Co., Ltd., as a foundry enterprise, has a deep feeling in these two years. "As a foundry enterprise, sometimes it is" a chicken and a chicken, a dog and a dog ". The brand side is in a strong position. < /p >
< p > Zeng Jinke told reporters that the product of "small quantity" is not easy to do. "Making small bills is not only an increase in cost of materials and moulds, but also a rise in the cost of individual items, which is more important because of the decline in proficiency of workers." < /p >
< p > in the view of the industry, "more money and less quantity" has become the trend today. Whether the management of OEM enterprises can achieve "refinement" becomes the key. "We need to communicate and coordinate with all staff and benefit from meticulous management. Every link of the workflow should be perfect. Once there are problems, employees and employees should be able to communicate with each other in a timely manner. Zeng Jinke said. < /p >
< p > in fact, the "refined and small quantity" refined product mode requires enterprises to do better in standardization process and execution. "In particular, in terms of process, we have refined and divided the process, which means that we have set up a new production mode." Zeng Jinke told reporters that "the quintessence of supply chain competition is to achieve optimal integration of core resources in all aspects of the chain so as to win market share." < /p >
< p > industry insiders say that the product mode of "large quantity and less quantity" will inevitably promote the specialization of the division of labor in the OEM enterprises. In this context, the challenges faced by OEM enterprises will depend on the overall strength of the supply chain. < /p >
< p > "in the modern market competition, only by implementing supply chain management, giving full play to the characteristics of enterprises, forming complementary advantages, achieving 1+1>2 efficiency, and relying on the supply chain group effect in this mode will not be eliminated." Analysis of the industry. < /p >
< p > consumer demand for shoes is getting higher and higher. < /p >
< p > in fact, the subdivision of the footwear consumption market requires the shoe brand to differentiate into the market, and the "large quantity and low quantity" mode is the objective demand of the market. But it is not so easy to really apply this order pattern. It requires a strong and fast supply chain reaction mechanism as a guarantee. < /p >
< p > shoes enterprises have no choice but to pay more money than /p.
Less than P, the upstream suppliers will not be affected by the changes in the downstream brands of shoes. The announcement of the semi annual performance notice issued by Thailand shares has attracted the attention of the industry. At the order meeting of the fourth quarter of 2013, the performance of the upstream sports brand undertaken by Thailand shares was not satisfactory. The order amount of XTEP (calculated at wholesale value) dropped 15%~17% compared with the same period last year, while Anta fell by 5%~15% compared with the same period last year. The number of orders for 31st order in 2013 winter order meeting also decreased by about 17%. < /p >
< p > according to Thailand's relevant staff, since last year, the main customers of Thailand's stock have changed the order mode from the average number of orders for each shoe in the past to "a small number of items", that is, to reduce the quantity of a particular style and expand the style. < /p >
< p > "because different styles of shoes require different materials and moulds, which results in the continuous replacement of moulds and materials, cleaning machines, and the proficiency of workers in the manufacturing process. The cost has gone up at once." The staff member said. < /p >
< p > in fact, most shoe brands in Jinjiang adopt an order based supply chain mode. However, the product features of "less money, more quantity and less style" have been unable to meet the changing needs of consumers, and goods can not support the actual requirements of regional distribution and terminal sales. At the same time, it is precisely this "small amount of money" product system is difficult for enterprises to control the market, "high inventory" risk also follows. < /p >
< p > and this year, Jinjiang shoes brand is gradually changing from "easy to produce high inventory" operation mode to "multiple small amount" operation mode. < /p >
< p > F brand is one example. This year, the F brand will be ordered for two seasons in a row for the whole year. The reason for this is that Mr. F, the brand leader, revealed that they had adopted a "small quantity" ordering method to reduce inventory pressure. The main purpose of the two quarter order is to catch up with the order. < /p >
< p > in addition, the order from two times a year to four times a year has also become the objective impact of "a small number of" product models. < /p >
< p > "in addition to replenishing goods in time, the increase in the number of orders has also strengthened the brand's ability to respond quickly to the market for enterprises and distributors. The international trend or cultural impact can be immediately reflected in the shoe market, and many popular products will be more suitable for the trend." Mr. Tong said that such a "small number of" model, I believe, will be the next most shoe companies pursue a product "fine" operation mode. < /p >
< p > tempering supply chain system < /p >
< p > with the changing market demand, the subdivision of the footwear consumption market also requires the shoe brands to differentiate into the market. Now people's consumption concept is changing, paying more attention to the functionality and professionalism of products, such as playing basketball shoes while playing basketball, and climbing outdoor shoes when climbing. < /p >
< p > this also lays the objective demand foundation for the shoe brand "more money and less quantity": compared with the mass market, the market after segmentation will inevitably show the market characteristics of "many styles and crowd segmentation", which also forces the product mode of the enterprise to change from "extensive" to "meticulous". < /p >
< p > in order to better realize the "product quantity and quantity less" product mode, Mr. Tong has set up an excellent ERP software last year. Because, "the amount of money is small" seems simple, in fact, is affecting the entire supply chain system. First of all, through ERP software, I can grasp the situation in time to know when to fill what goods; secondly, I can effectively control the foundry enterprises and suppliers, let them know what to prepare. Mr. Tong said that the "quantity and quantity less" mode put forward higher requirements for the supply chain system of enterprises. < /p >
< p > for this reason, Zhang Jiequn, Shuai Kelong, brand marketing manager of Jinjiang innovation Shoes Co., Ltd., deeply agrees: "the traditional distribution mode is more subjective, and it always takes a gamble mentality, so long as it can produce one or two single product explosions, it will even earn it. If you meet with no treasure, and if those products are sold, everyone will burn incense at home and worship Buddha. < /p >
After the "P" mode is realized, the order will be more than a "warehouse spanfer" strategy. The company will also help agents and distributors sell goods, instead of passing all the inventory pressure onto the terminal. Zhang Jiequn told reporters that if the terminal does not sell well, it will return to the brand, and the brand value will also be damaged. "We specializes in designing products that meet the regional characteristics for each regional dealer." the amount is small, "and the distributor should timely feedback the situation, make up the bill at any time, and strive to make the best brand operation of every province. < /p >
< p > in fact, the Shuai Kelong brand's supply chain system has been running for many years behind the model of "more money and less quantity". A large design team has been built to provide technical support for every regional distributor and to constantly design products with a large number of products in each area. < /p >
< p > "this pattern can be changed without changing it." It needs the effective combing of the industry chain from top to bottom, and the understanding and cooperation of distributors, as well as the perfection of information reflection mechanism, in order to effectively achieve the "multi quantity and less quantity" mode. Zhang Jiequn said that the implementation of the "small quantity" product "refined" mode of enterprises need to practice "internal strength". < /p >
< p > to fine management, the efficiency is less than /p.
< p > from the "small amount" to "more money less" refined product mode, brand dealers get rid of the "high inventory" risk. But this mode is not too small for the brand foundry enterprises. < /p >
< p > "the mode has changed, but the price has not improved, which is very stressful for us." Zeng Jinke, general manager of Jinjiang Turk sporting goods Co., Ltd., as a foundry enterprise, has a deep feeling in these two years. "As a foundry enterprise, sometimes it is" a chicken and a chicken, a dog and a dog ". The brand side is in a strong position. < /p >
< p > Zeng Jinke told reporters that the product of "small quantity" is not easy to do. "Making small bills is not only an increase in cost of materials and moulds, but also a rise in the cost of individual items, which is more important because of the decline in proficiency of workers." < /p >
< p > in the view of the industry, "more money and less quantity" has become the trend today. Whether the management of OEM enterprises can achieve "refinement" becomes the key. "We need to communicate and coordinate with all staff and benefit from meticulous management. Every link of the workflow should be perfect. Once there are problems, employees and employees should be able to communicate with each other in a timely manner. Zeng Jinke said. < /p >
< p > in fact, the "refined and small quantity" refined product mode requires enterprises to do better in standardization process and execution. "In particular, in terms of process, we have refined and divided the process, which means that we have set up a new production mode." Zeng Jinke told reporters that "the quintessence of supply chain competition is to achieve optimal integration of core resources in all aspects of the chain so as to win market share." < /p >
< p > industry insiders say that the product mode of "large quantity and less quantity" will inevitably promote the specialization of the division of labor in the OEM enterprises. In this context, the challenges faced by OEM enterprises will depend on the overall strength of the supply chain. < /p >
< p > "in the modern market competition, only by implementing supply chain management, giving full play to the characteristics of enterprises, forming complementary advantages, achieving 1+1>2 efficiency, and relying on the supply chain group effect in this mode will not be eliminated." Analysis of the industry. < /p >
< p > consumer demand for shoes is getting higher and higher. < /p >
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