Fujian Branch Shoes And Apparel Industry, The Mode Of Order Innovation

Celebrity endorsement and ordering agents have made the two best weapons. shoes The brand has been famous for more than ten years, but in the background of clearing the stock in the industry, the traditional ordering system seems to be out of date. Recently released listed companies reported that the industry is innovating the order pattern that has been used for more than ten years, from compressing orders to increasing the proportion of supplementary orders, from single product orders to combined orders, from order system to distribution system, all kinds of reforms in enterprises are being actively explored.

Expert analysis, although the brand "wholesale to retail" has become the industry consensus, but Quanzhou Shoes and clothing enterprises The agency system, which relies on many years, can not be overturned overnight, and the annual order will continue to be held as scheduled.

Multiple orders for inventory

In the China Daily, a number of enterprises indicated that the number of orders continued to decline. According to the analysis of the industry, part of the decline in orders is that the inventory of dealers is still not fully digested, and the desire to make orders has decreased. On the other hand, the brand operators have actively adjusted the quantity of orders and adopted the "semi spot, semi futures" supply mode, which also led to a decline in the number of orders announced in the newspaper.

361 degree in semi annual report, said that in view of oversupply, control of inventory is still an important task for the company. Distributors and companies are cautious about placing orders and accepting orders. Li Lang also predicted the order quantity in spring and summer in 2014 in the daily report. It is believed that although there may be improvement, it will also continue to decline; in the forecast period of 2013 1-9, Seven wolves It also said that it was not optimistic because its orders in 2013 would be reduced by orders from customers, so its performance in the first three quarters was expected to be lower than that in the same period last year.

"We will reduce the total amount of orders and increase the proportion of supplementary orders." Hu Chengchu, executive director and vice president of Li Lang (China) Limited, said that while promoting new products, the company encouraged dealers to actively clean up non seasonal products. According to the China Daily's report, by absolute value, as of the end of June 2013, 30% of the inventory was digested in 2012, and the health level of over 80% sales was completed.

Hu Chengchu said, now the company pays more attention to the product according to the actual sales situation in the market to make up the bill. "For the best selling style, we only increase production and supplement to agents, which puts forward higher requirements for the company's supply chain." He said that the current enterprises should return to the product, and only products that are suitable for the needs of consumers are worthy of enterprises to supplement production, instead of doing research and development in advance one year ahead of time.

In the China Daily, 9 Mu Wang also said that in promoting the marketability of new products, the company began to promote the business model of pushing and pulling together, and set aside a certain proportion of the outlets of the direct outlets, and ensure that the commodities are marketable through the new products and the best sellers' products.

Similarly, Anta is changing from the order system to the "futures plus multiple replenishment" mode. Through more flexible and fast supply chain management, it meets the needs of the front-end market to make quick replenishment and improve business efficiency.

　 Close to the market, the store manager chooses the goods.

"Now when we open orders, agents everywhere will come with their own shopkeeper, so that we can feel the needs of consumers and the changes from the market." An industry source told reporters that as the front-line sales staff are closer to consumers, they know more about what products consumers like in the process of serving consumers. Due to geographical differences, the styles of shops are different, so the shopkeeper is most close to the market.

　　 Sporting goods industry The first step is to place orders in single stores. Since 2012, Anta has changed the order pattern of enterprises into single store orders. The original orders are wholesalers and franchisees. Now, 8000 stores in the country are placing separate orders, and in the 2013 winter new product order meeting, the single shop order has also become an important part of its transformation. "Single shop order" refers to the purchase order of the shop as a unit. After considering the sales data, the space display capacity, the business district characteristics, the industry development status and other factors, the purchase volume is obtained, and this is the basis for ordering. In this mode, the style is directly selected by franchisees and even store managers who are more familiar with the market. The order quantity is based on terminal data. Relevant responsible person said.

In the Qipai 2014 spring and summer new product order meeting, the single shop ordering mode was also adopted by the seven cards, and a thorough physical examination of the group's more than 3000 stores was conducted before the ordering meeting. In the men's clothing industry, the exploration of single store order mode has also started.

The more thorough the reform than the single shop order is the "no order", that is, the carrying out system. "We are considering cancelling the order meeting this season and distributing the goods." Ruan Sen River, the marketing director of Quanzhou card Dudu children's products Co., Ltd., said that carrying out distribution to all shops is conducive to the overall control of the company's headquarters. However, he said that the implementation of the distribution system, the inventory generated to test the company's sales channels, must rely on their own direct channel system to digest, so the company's channel management is also a major test.

It is learnt that the early adoption of the gold court women's clothing system, over the years to implement the "on-demand production, on demand supply, on-demand sales" mode.

Combined order matching

The industry has already had such a consensus: the last two years will be the whole. clothing The slowdown in industry and the turning point of industry shuffling. In the face of such an objective environment, Hong Huihuang, President of the company, has also made innovations in the ordering mode. Among them, the innovation of order mode has been fully reflected in this order meeting.

Different from the past, the order will be rich and precious birds. Men's wear The order from single product to combined order is upgraded from PAD ordering to IPAD ordering. "These two reforms will help scientific ordering and strengthen the ordering mode of serialization and combination concept. A reasonable order can raise sales by at least 20% and inventory by 10%. " Hong Huihuang said, "product mix promotion will help improve matching rate, joint rate and improve sales performance."

In order to support the specific landing of retail, the rich bird men's clothing has introduced a series of reform strategies. "Nowadays, the whole industry is changing. It's not just a partial adjustment. Instead, the whole business model is changing. The wholesale mode of the past has been unable to adapt to the current stage of development." therefore, Fu Fu bird's men's clothing is put forward as a strategy oriented, market sales as the core, and renamed all the general agent companies as retail companies. Zhu Qunbo, director of the sales channel Department of rich bird's men's clothing department, said that only the fine management service provided by headquarters can create a strong terminal operation capability. Only by positioning the company as a professional service provider can we go to a new height and realize the nationwide retail management.

From focusing on single product to combination, it has already become the trend of garment industry. "For a period of unsalable products, we will change the combination. For example, when displaying, one piece. clothes Match different bottoms and match different scenes of life. Xu Yifan, director of the retail support department of emperor's Menswear, said that nowadays, the clothing industry should become the dress consultant of the consumers and achieve different results through different combinations, so as to further promote the sales of the products. "In terminal stores, we have successfully combined sales of unsalable products by combining them." He said.

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Data analysis cross regional allocation

In order to enhance the profitability of franchisees, the company has strengthened the data management of retail oriented franchisees, and further improved the construction of affiliate databases. Secondly, the management of the franchise team has been strengthened, and incentives and assessment have been equally emphasized to further enhance the ability of the franchise team and its management and assistance to the franchisees. The headquarters has also strengthened the omni-directional coverage of the retail terminal IT system, providing strong support for the retail data analysis and the retail management of direct and franchising stores on this basis.

Similarly, this year, Bird of fortune Also invested a lot of money in developing ERP software, and implemented networking with headquarters to speed up the construction of information system. "Information technology is a basis for retail management. According to the content of data analysis, we can analyze the sales situation of goods, provide effective data for business development, and develop products that are more in line with terminal needs." Zhu Qunbo said.

"With the development of information technology, headquarters will be able to grasp the situation of each terminal store, which store has a larger inventory and can be transferred to other stores that need this style." An industry source told reporters that the company had received a telephone call from a provincial agent asking whether the product of a certain number was still there. After the company sent out the information, it transferred the goods from other places to the province's agent. "In this way, we can avoid the trouble caused by the re production of single plant and make it more efficient in time. For example, it is sometimes the direct transfer of goods from neighboring provinces, instead of sending all the goods from Quanzhou." He said.