Quanzhou Shoes And Clothing Enterprises Collectively Pform "Facing Consumers" Directly.

At present, wholesale and retail businesses are receiving unprecedented attention from the footwear industry in Quanzhou. P

Anta, seven wolves, Jin Ba, Qipai, rich birds and other brands have been or are undertaking this great project.

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< p > < strong > the former disadvantages are less than /strong > /p >

< p > in the process of "a href=" http://www.91se91.com/news/index_p.asp > Quanzhou < /a > shoes and clothing brand rising, celebrity endorsement and order agent are indispensable.

This is the two most powerful weapon that shoe and clothing enterprises take in the domestic market, which has made the brand of Fujian shoes and shoes brand more than ten years, and has brought hundreds of millions of wealth to the relevant entrepreneurs.

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< p > however, after the slow growth of the market, the defects of the original development mode began to appear, and became a stumble for the shoe and clothing enterprises to continue to move forward.

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The disadvantage of < p > "brand + wholesale" is that information is not smooth.

Ding Shizhong, chairman of Anta's board of directors, has publicly stated.

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< p > < strong > under the original mode, the brand does not control < /strong > < /p >.

< p > retail channels. Sales depend mainly on agents.

For brands, as long as they go wholesale, sales have already been formed, but they can not feel the changes in the market and retail terminals.

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< p > "general brand's inventory accounts for 15%-20% of total, regional distributor and terminal retail store account for 70%-80%, market growth is slowing down, inventory backlog is increasing, and problems arise."

Mr. Hong, who works in a famous sports brand in Quanzhou, said.

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< p > over the past two years, high inventory has made many shoe and clothing enterprises in Quanzhou helpless.

Large shoe clothing enterprises are facing huge inventory pressure, but they may be more serious for SMEs in the same industrial cluster.

This is because, when the backlog of first-line brand inventory is seriously entered into the digestion stage, it will affect the order of downstream OEM enterprises, and more importantly, the sales of front-line brands will be expanded through promotion, and consumers' demand for the two or three line brands will be reduced, resulting in less sales and higher inventory.

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< p > < strong > explore new ordering mode < /strong > < /p >.

< p > at the same time, through the e-commerce and other channels to clean up inventory, shoes and clothing industry began to reflect on the wholesale mode, and explore the combination of orders, single store orders, in order to improve the efficiency of sales terminals.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > clothing industry < /a > boom is not high, Fujian Fujian clothing business veteran brand - rich bird men's 2014 spring and summer orders will be delivered to the year-on-year growth of more than 20% of the good news.

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< p > the order will be changed from single product ordering to combined ordering.

"Product mix promotion is conducive to improving matching rate, joint rate and improving sales performance."

Hong Huihuang, President of fortune bird men's clothing, said: "strengthening the ordering mode of serialization and combination concept, promoting scientific ordering can at least raise sales by 20% and inventory by 10%."

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Zhu Qunbo, director of channel P, said that in order to deal with the upcoming "retail king" era in the shoe and garment industry, Fu Ying bird has renamed all the general agent companies as retail companies to enhance its control over the terminal.

He said that the company's headquarters will provide fine management services, create a strong terminal operation ability, "position the company as a professional service provider, and then to a new height to realize the national retail management."

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Less than P, the mode of single shop ordering is being adopted by more and more shoe and clothing enterprises.

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< p > a single store order, refers to the shop as the order unit, through the consideration of the store sales data, space display capacity, business circle characteristics, industry development status and other factors, the purchase quantity is obtained, and is set as < /p >.

< p > the basis of goods is also directly chosen by franchisees and even store managers who are more familiar with the market.

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< p > Anta, which has been ordering for wholesalers and franchisees, has changed to single store orders since 2012. Now 8000 stores in the country have placed separate orders. The "bird of honor" in the 2013 winter new product order meeting, the single store order has become an important content of the change; Qipai has also started to use a single store order at the 2014 spring and summer new product ordering conference.

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< p > it is learnt that now many a href= "http://www.91se91.com/news/index_c.asp" shoes and clothing brands' /a > orders will be brought to the dealers everywhere, because the front-line salesmen have more direct contact with consumers and better understand consumers' preferences.

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< p > < strong > distribution according to demand < /strong > /p >

< p > people in the industry believe that the next stop is "big retailing".

The era of "big retailing" is the era of big data. Brand management is crucial to the retail terminal.

Unlike previous management of agents, "big retailing" requires enterprises to manage terminals, clear about product inventory, promotional activities, shopping guide service levels and store decoration styles.

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< p > in recent years, many shoe and clothing enterprises including Anta, PEAK, Li Lang, Fu Fu bird and so on have upgraded their terminal stores and promoted the shopping guide industry < /p >.

< p > service level, closing the flat effect (the efficiency of the terminal store 1 square meters) of poor stores, and implementing franchisee management system is the preparation for the era of "big retailing".

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< p > at the same time, benefiting from the construction of enterprise big data, international brands represented by ZARA, H&M and UNIQLO are still laughing at the market when Chinese shoes and clothing enterprises are generally faced with high storage pressure.

They are different from traditional clothing enterprises. Most of them adopt the distribution system and take the initiative to distribute goods according to the sales situation of each store.

The retailer collects and analyzes the data and information collected by stores, and then applies them to the sales unit.

By connecting these data and databases, retailers can achieve real-time price adjustment and automatic replenishment, and easily deploy products between stores.

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< p > in fact, some shoes and clothing enterprises in Quanzhou, such as Jinyuan women's clothing and neighbour girls, have begun to adopt the retail mode of distribution system, so as to truly realize "on-demand production, on-demand supply and on-demand sales."

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< p > "we are considering cancelling the order meeting this season and implementing the distribution system."

Quanzhou city card Dudu children's products Co., Ltd. marketing director Ruan Sen river said.

However, he said that once the distribution system was implemented, inventory must be digested by its own direct channel system, which is also a major test for the company's channel management.

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