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High Inventory Clothing Enterprises Implement A Single Store Order Mode To Avoid High Inventory Crisis By Personalized Ordering Mode.

2013/8/17 9:01:00 31

Inventory Clothing Industry High Inventory Clothing Enterprises

now, each a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand has begun to prepare for spring and summer ordering in 2014.

After the backlog of inventory, profit decline and order slowdown in 2012, the difficulty of clothing brand has not yet been solved.

The annual order will not only affect the sales performance of clothing enterprises, the speed of capital withdrawal, the influence of brand image and brand penetration, but also determine the future destiny of brand enterprises.

Under the background of the industry downturn, all brands are thinking about the way to deal with it.

at the end of July 2013, PEAK's 2014 spring and summer ordering meeting, a dealer told reporters that because of the serious inventory, many dealers did not show up, so that the order would not be busy in previous years. Most of them came to see some new products, considering some new products, and drove the digestion inventory with new products.

at present, although many clothing brands are deliberately or unconsciously avoiding the performance of orders, they can not hide the fact that orders will be cold.

A series of sports brand 2013 annual order meeting data show that in 2013, the order volume of sports brand is still in a downward track, such as XTEP's fourth quarter orders, the order will be reduced by 15%~17%, the average annual decline is about 15%~20%; 361 degrees spring and summer down 23%, fall 19%, winter down 17%, the annual average decline of about 20%; PEAK second quarter reduction 18.5%, then suspended the order will be released; < a href= "http://sjfzxm.com/news/index_x.asp" > Lining < /a > also from the second quarter, will stop publishing the order performance.

under such a background, every clothing brand is thinking about the way to deal with it.

For example, some enterprises began to try a single store order mode, that is, the goods in the store are decided by the store manager himself. The store manager will get the quantity and style of the products to be purchased through the sales data, store display and geographical location of his store, then he will place an order with the company, and change the traditional mode that the brand manufacturers dominate the goods.

Reporters learned that: Anta, noble birds and other enterprises are on the basis of deep ploughing three or four line cities, strengthen the single store order mode, try to refine the order data to single store through data analysis, and avoid the high inventory crisis with personalized ordering mode.

pformation from wholesale to retail

in fact, "single shop order" is not a new move.

Reporters learned that, in order to strengthen the terminal management of franchisee shops, Anta has adopted a single store order in 2012, 40% of the more than 8000 stores in the country, and 60% of the franchisees.

Zhang Yu, director of the Anta brand in Cangzhou, Hebei, told reporters that even the Anta bosses acknowledged that the development mode of the sports brand was to first advertise, to make the brand influence, and then to sell the goods to the wholesalers, and whether the wholesalers could sell all the products, so that the brands would not care, so that each season would cause some more or less stocks. After years of accumulation, the inventory problem of the sports brands was concentrated, and the brands realized the need to adjust and change their development mode.

Li Li, a shopkeeper of Limited by Share Ltd store in Beijing, Guanzhuang (alias), revealed that in 2013, at the order of autumn and winter ordering, the "noble bird" also began trying out the single store order mode, which was also included in the brand development plan of the year.

The next store will be decided by the store manager himself. The store manager will get the quantity and style of the product through his store's sales data, store display and geographical location, then order the company.

from downloading goods to giving shopkeepers the freedom to order independently, it can be considered that the brand side begins to consider the needs of the channel side and the market.

Hou Lidong, who once held the position of PEAK sports brand director, thinks that the single store order is the beginning of the brand retail pformation. Behind it is the problem of the life cycle of the enterprises concerned about the production from the production to the selling, from the original brand wholesale to the pformation of the brand retail nowadays.

There are still many challenges for the success of P shop order mode.

But in a sense, the single shop order mode has become a way to solve the problem of high inventory in garment enterprises.

Zhang Guijuan, the manager of the 932 branch of the Beijing branch of the North China branch of the city beauty industry Co., Ltd., pointing to a underwear in the shop, told reporters: "China has a vast territory, and the aesthetic needs of the north and the south are quite different. The market demand of underwear also has obvious differences. Like this underwear, it sells very well in the north, but it is not very good in the south.

The difference of consumption level, including the location of different stores, determines that the situation of each store can not be unified.

Therefore, the single store order mode can be reasonably stocking according to the local situation and effectively curb the backlog of inventory.

Zhang Guijuan, who has worked as a store manager for two years, said, "when I was promoted to the store manager, my shop's single store order mode has been in operation for a period of time, so when ordering, we can refer to the sales data before deciding whether every product will be reordered and the quantity ordered." P

Moreover, the company has been organizing training, including product knowledge and market assurance.

Wu Dandi, the shopkeeper of the city beauty shop, told reporters that the urban beauty will hold two large-scale orders every year, one is the autumn and winter products ordering meeting in April, and the other is the next spring and summer product order meeting in September.

Shopkeepers, shopkeepers and supervisors all over the country attend the meeting and place orders according to the actual needs of their stores. At the same time, the company will give instructions for ordering.

Reporters on the online ordering system of urban beauty found that the system is like a Taobao platform, which can display the style, fabric, type and stock of the product, and the shopkeeper can order according to his needs.

Wu Dandi said: "a lot of new models and stars are often late if they are late.

Therefore, after a lot of new products come up, they will be distributed first, that is, according to the volume and sales of each store, part of them will be sold to the store, which are always selling well and will soon be sold out.

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Zhu Qinghua, a researcher at CIC light industry, told reporters that there are two main reasons for the prevailing mode of single shop ordering.

First, the single shop order mode can control inventory accurately, and avoid a large gap between the order quantity and the actual market demand. In addition, single store orders skip the dealer link, which can further reduce the cost of clothing sales links.

Zhu Qinghua believes that the clothing brand used the futures order meeting mode, that is, wholesale business oriented, wholesale products to dealers, and then sold to a single store by dealers.

The dealer is the leading role of the ordering society, but it often orders according to personal experience, which will lead to a large gap between the quantity of orders and the actual demand of the market, resulting in high inventory or shortage.

The single store order mode directly skips the distributor, and stores can order directly to the enterprise, which will weaken the dealer's role in the sales link.

"at this stage, the high inventory level seriously threatens the operation of most clothing brands. If the single store order mode is adopted, it can alleviate the inventory pressure to a certain extent.

This is a good amendment to the bulk order at the current order meeting. "

Zhu Qinghua said, because the single shop order mode is directly selected by the retail store manager, and the order quantity is based on the terminal data.

In this way, brand operators will be more precise in the terminal, thus reducing the channel inventory caused by blind orders.

how to better use the single store order mode, vice president of city beauty and chief information officer Sha Sha said: "the single store order mode helps reduce inventory risk and return store funds as soon as possible, but there are also some problems. For example, scientific and reasonable ordering, replenishment need experienced managers, and grass-roots supervisors with comprehensive management capabilities, all of which pose great challenges to the needs of front-line talents.

That is to say, whether a manager, supervisor or regional manager who has quality and understanding of rules will directly affect the sales performance of this store or even this region. The same location manager can even double or even more sales performance.

"the company's single store order mode has been running for many years, and is being perfected and supplemented every year, and a new replenishment system will be launched on 2013."

Zhang Guijuan told reporters.

After the new system is launched, the system will automatically calculate according to the data of the past passenger volume and the composition of the customer list, and provide the replenishment list regularly. At the same time, the system will also give the store some autonomy. The store manager can make additional supplements on the clean list according to special considerations, such as the environment of the business circle and the consumption habits of the old customers.

The application of the new IT system can not only achieve the recommended function of ordering and replenishing new goods, but also pay more attention to the existing inventory.

Sha Shuang gives an example to illustrate the effect of overall regulation and intelligent replenishment.

If there are three stores A, B, C, of which A and B are franchised stores, C is proprietary store, and the company's actual storage is 250.

The market demand of A, B and C stores is 100, 50 and 100 respectively, and the total market demand is 250. The order quantity is more than expected, three orders are 120, 60 and 120, and the actual delivery volume is more positive because of the order from the franchisee, 120, 60, 70, and the actual sales volume is 70, 70 and 70.

In the end, only 220 items were sold, and 30 were backlog to the franchised storeroom, and the inventory was 12% of the turnover.

Suppose that A and B franchised stores bring 10 yuan profit to each piece of sales, 20 yuan for self operated stores, and sales according to traditional mode, and the total profit is 3200 yuan. According to the actual demand, the final inventory mode is single store ordering and sales, with a profit of 3500 yuan.

"the order platform of future franchisees is actually an e-commerce platform of B2B. The urban beauty provides the franchisee with a flexible experience similar to that of Taobao shopping, including query, similar recommendation, historical sales records and other services.

The list will provide the franchisee with replenishment advice based on data analysis. If the goods are collected according to the list, the franchisee will make money, then it will follow the replenishment mechanism of the system.

Sha Shuang told reporters.