Adjusting Business Mode And Strengthening Retail Will Become The Future Profit Point Of Sports Brand Industry.

< p > implementation of "a href=" http://sjfzxm.com/news/index_c.asp "single shop order < /a > is considered to be a microcosm of the brand retail pformation campaign.

Under the realistic background of declining orders and cleaning up stocks, adjusting business mode and strengthening retail become the first choice.

At the Lining annual press conference, Lining said that the main task in 2013 was to clean up inventory, adjust business models and strengthen retail sales.

And Anta also pointed out that the existing "brand wholesale" mode is difficult to meet the market demand, and will shift to the retail oriented business mode in the future, from the pursuit of order growth to the single store revenue.

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"P", as CEO Cheung Ching, a key sports consultancy company, said: "from a highly dependent wholesale business model to a retail and seller oriented retail business model, who can seize the initiative and take the lead in achieving recovery.

In addition, to speed up the improvement of brand retail management system, in addition to controlling inventory effectively and increasing sales volume, we can also analyze the market and brand information in a unique way, and formulate feasible market plans, and provide guidance for new product development.

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< p > from another level, the implementation of single shop order is also a way of "a href=" http://sjfzxm.com/news/index_s.asp "> channel < /a > flat.

Dog marketing vice president Luo Zheng Ming said that the flat channel is to shorten the distance between manufacturers and consumers as far as possible, and reduce links.

The general brand sales mode is that there are three links between the brand and the consumers, namely, agents, distributors and franchisees. The single store order will be reduced to two links or links.

There are several specific ways: one is direct manufacturers, the other is manufacturers and agents or distributors joint shop, three is the implementation of single store franchise. Two

He believes that shortening the circulation period of commodities can make rapid adjustment of commodity policy according to market changes.

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< p > in fact, this flat channel pformation is not only reflected in the direct participation of shopkeeper in ordering, but also in upgrading retailers to distributors and streamlining the distribution system.

Liu Xiang, director of public relations of PEAK company, told reporters that the a href= "http://sjfzxm.com/news/index_f.asp" > PEAK < /a > started the flat management reform of the channel management structure from 2012. Through screening, some qualified retailers can be directly promoted to distributors. This can not only reduce the communication cost between the distributors and the company, but also improve the terminal reaction speed. At the same time, the scope of the control of some large distributors is narrowed, the management can be more elaborate, and the efficiency of the shop can be higher than that of the original.

Liu Xiang explained: "dealers in Taizhou, Zhejiang, were managed by distributors in Hangzhou, but now they are communicating directly with the company."

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< p > it is understood that PEAK CEO Xu Zhihua is implementing a more flat marketing system in the company, that is, the four level marketing system from the traditional "company - provincial distributor - Municipal distributor - Retail (franchisee)", which is simplified to the three level distribution system of "company city county sub distributor" - franchisee.

Xu Zhihua believes that doing so will not only reduce the intermediate links, speed up the decision-making process, but also timely detect changes in the market and changes in consumer spending habits, thereby making market decisions.

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< p > however, the single shop order mode also puts forward more stringent requirements for the management and operation of the manufacturer.

Because this mode requires manufacturers to pay close attention to the changes in the index of goods to warehouse ratio and the rate of sale and so on in the later stage of ordering, and at the same time, it has a concept of the terminal data, especially the business district, different city level, people's flow rate, entry rate, turnover rate, turnover rate and other indicators. It can enhance the marketability and quantity of the futures products and the accuracy of the category, and plan the quick replenishment mechanism of the seasonal products according to the large market demand, so as to better promote the efficiency and accuracy of the single store order.

These fine operation requirements will undoubtedly be a challenge to the brand's traditional practices. However, if this step does not take place, brand dealers and dealers who are subject to high storage pressure will never be able to "easily" go into battle.

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