How Can Clothing Brand Order Be Made Steady?

　　 clothing Brand order meeting Clothes & Accessories Enterprise is an indispensable link, clothing brand ordering will be related to the whole quarter or even half a year's sales performance, someone has made a profit through the scientific clothing brand order, and some people have lost the order because they do not have a good command of clothing brand orders. How can clothing brand ordering be able to make steady profits?

First, why should Brand Company implement the order system?

Less than ten years ago, the clothing market in China was still an era of wholesale popularity. At that time, a few Brand Company began to transform into monopolized and ordered system. Up to now, most Brand Company have already implemented the order system, and some even buy the order system.

When the clothing Brand Company just transformed from wholesale to monopoly, many franchisees could not understand the order system at that time, and even had a psychological conflict. Today, many franchisees are deeply impressed by the benefits brought by the order system. However, some franchisees still think that the distribution system is better. The order is actually the transfer of risk from Brand Company to franchisees. In fact, many franchisees think so and do the same. They are all 1:1:1 in ordering, and look at a bit of 2:2:1. This is actually a "look at the goods" ordering method. In their own words, it is called "first order, sell and sell. If I sell well, I will definitely make up for it."

So why do we need to implement the order system in China's clothing market? This is the inevitable trend of the development of the garment industry. Franchisees are afraid of ordering because they are afraid of inventories. They believe that inventory is a big hole in the clothing business. In fact, clothing management, besides stock, is a terrible phenomenon. We use a hypothetical formula to calculate. For example, the discount of a brand's supply is 50 percent off. When we look at a certain item and produce inventory, we should sell it at an average price of 60 percent off. If the retail price of this brand is 100 yuan, then every 1 retailers will lose 10 yuan. Conversely, if the customer needs the goods and we lose the goods, it must have cost 50 yuan. In a sense, each production of 1 pieces of goods is equivalent to 5 stocks. However, franchisees can only see the terrible stock, but can not see the harm of broken goods, because the loss of goods is a hidden loss, and the loss of inventory is dominant.

Some franchisees believe that the shortage can be done through replenishment. In fact, a lot of Brand Company will also have a certain amount of production in order to meet the appropriate replenishment of franchisees. But Brand Company can not have a large amount of preparation for each item, and franchisees are more serious in the course of operation than the whole brand stores. In order to satisfy the replenishment of franchisees, Brand Company will definitely place orders again. This will not only delay the production of other goods (the following season's products), but may affect the shipment and product quality of the next season, and let Brand Company shift its management focus to the production department. At present, the most important thing for Chinese garment enterprises is marketing management and product research and development. If Brand Company focus on production, it will definitely affect the strength of the entire Brand Company, resulting in an inestimable negative impact on the retail market of franchisees.

Therefore, ordering system is an inevitable trend of clothing industry management. The author predicts that in recent years, Brand Company will gradually improve and improve the ordering system and management. Such as buyout order system, sub order system, advance booking time, ordering work arrangement, ordering guidance and training for franchisees, etc.

Two. Preliminary work of franchisee ordering.

1, clothing brand orders will be eliminated - the statistics and analysis of original sales data

The purpose of ordering is to sell, that is to say, ordering should be carried out around sales. So before we can take part in the order meeting, we must check out the sales data of this season, and make an order based on this sales data.

1) clothing brand orders will be unique: the size of each category occupies the proportion.

You can't take it for granted in determining the size of the order. Some franchisees believe that we are in the north and should have large yards. This is not accurate enough, and a specific size ratio should be analyzed by sales. In addition, the sizes of different categories in the same area can also vary. For example, according to the Convention, women's wear sling is more attractive. Generally, people who are overweight tend to wear sling. The sales of small sizes may be slightly more than that. The windbreaker category is generally loose. Some brands of windbreaker may still be more professional. Maybe the sale of a larger yard is better. All of these may be different, so we must take the analysis results of sales data as the basis.

2) clothing brand ordering skills -- sales and occupying ratios

For example, how many shirts sold last year, how many pants sold and so on, how many jeans, trousers, trousers and seven pants in trousers? Statistics and analysis are necessary. On the other hand, we need to see which types of sales are difficult and what kinds of sales have potential, so that we can make appropriate adjustments after the statistics.

3) clothing brand orders will be unique skill -- total sales volume.

The total number of sales last season determines the total number of orders this quarter. But it doesn't mean how much we sell in the last quarter. Because when you order 1000 pieces of goods, your sales must be less than 1000, and there will be a certain amount of stock. We need to figure out how many out of stock sales and how many goods are sold in this year's sales season because they are discounted in order to reduce the final actual inventory, so that we can analyze whether the sales data of the year are still rising or actually beyond the sales capacity of the stores. In addition, some franchisees believe that there is still a certain amount of stock in the shop, and this amount should be reduced in this order. This idea is also open to question. In some brands that are not particularly popular, such as men's clothing, they can deduct part of their stock but not all of them. For brands that are more popular (such as women's wear), they can't be reduced. Because last year's clothing got together this year's display, can only play a counterproductive role. The inventory left last year can be considered for promotion before the new product arrives this season.

4) clothing brand orders will be a unique skill - all kinds of color ratio.

We should also take the actual data of sales as a reference for different types of color occupation. For example, in the next season, the proportion of dark and plain colors tends to be a little bit higher, while the upper ones are more colorful and bright. These can not be joined by the business has the final say, but through the analysis of sales data.

5) clothing brand orders will be unique -- other data analysis

The above four aspects of data statistics and analysis are very important. Franchisees must do a job before ordering. In addition to these aspects, according to the brand positioning, there are other data that need to be statistically analyzed. For example, in the specific style, men's suit, the ratio of double fork and single fork, the ratio of two buttons and three buttons, etc., in the women's shirt, the proportion of professional shirts and casual shirts, etc. There are also sales proportions like fabric, flower sales and T-shirt sales. Statistics and analysis are necessary.

6) clothing brand orders will be unique: growth rate of performance

Last year's sales figures were for reference only. Sale Growth rate. We can analyze the growth rate of our stores according to the sales potential and actual sales status in the past few quarters. Of course, the growth rate of performance does not mean that the growth rate will not be reduced, or because of competition, management, brand and other reasons, the growth rate is negative, which also needs to be considered.

7) clothing brand orders will be unique: where are the data for new stores?

Some franchisees choose the brands that are open in the first year, so there is no sales data for this season. What should we do? Generally speaking, there is no order in the first season when the shops just opened, because the order has already been completed. Some Brand Company orders will not be ordered in the first 2-3 quarters, but will be distributed by Brand Company. The first time these new franchisees take part in the order meeting, they need to count the data in the preceding quarter, then predict the problem according to the local quarterly sales time and sales volume, and communicate with the old franchisees in the order meeting, especially the more close partners. The specific sales time and the proportion of sales should be analyzed according to the local actual situation, and each big area may be different. For example, the summer in the northern region is shorter, and the sales time in winter is longer. In the Yunnan Guizhou area, the four seasons are like spring. There is no winter in Guangdong and nearly half of the sales time in winter.

2, clothing brand orders will be unique skills -- Product Analysis of similar brands in the locals

The competition in the clothing retail market is fierce now. It is not enough to just look at the products and sales data to order. In the art of war, Sun Tzu also mentioned, "know yourself and know it, and fight for it all." It means that if you do not know your opponent, you only know half of your chances of winning and losing. If you know your opponent and know yourself, you will not lose your battles. We can see the importance of understanding competitors. {page_break}

Because of brand positioning, brand product line advantages and Brand Company's differences in product ordering strategy, as franchisees, we must observe and understand the local similar brands of goods. For example, your similar brand or shop next door, including jeans styles and fabrics are similar to yours, but the price is lower than yours, and the actual sales number and performance are also better than yours. For example, some brands are stronger in shirts, and some brands are leading in jacket. All of these should be well investigated and understood. If there are some brands in local shops that are superior to us in some category, then we have to reduce the order quantity of this category. Of course, the need to reduce the quantity of the style must be determined according to the actual situation. If you are trying to avoid him, you can consider reducing the number of styles in this category. If you want to compete with him, you can not reduce the number of styles of this category, or even increase, and then compete with him through certain marketing means. But there must be some control over quantity. There is a saying "you walk your sunshine road, I cross my single log bridge", every brand has its own strength, generally speaking, there is no need to take their eggs to challenge other people's stones.

In addition, the crowd marketing plan thinks that the preparation for the order meeting is also very important. It is a necessary factor for the success of the order. We must not neglect it. When we are all ready, how can we play well in the ordering place?

First, clothing brand orders will be unique: "Hotel politics" must be done well.

At the venue, enterprises are most afraid that individual dealers may have objections to the venue's embarrassment and even collective emotions caused by the attack on the spot, which will bring not only the failure of the order meeting, but also the negative impact on sales in the next six months.

Therefore, deep communication with agents and distributors is very important. If agents or dealers have objections, or thoughts fluctuate or react emotionally, enterprises must communicate with them in time to prevent them from breaking out at the order meeting. This requires that these possible problems be circumvented before the order meeting.

On the contrary, if there are several distributors on the spot, the positive example can bring positive influence. How can we set up an example to promote the atmosphere of the venue? This requires the dealers in charge to communicate with the dealers in advance.

If there is an emergency at the scene, the dealer with emotion should be independent. Please communicate outside the venue alone. At the same time, the dealer should continue to order the goods and avoid being affected. But after all, this has already happened, and the adverse effects still exist. Therefore, it is best to separate the possible problems on the spot in the bud and reduce the probability of occurrence, which requires "Hotel politics".

The so-called "Hotel politics" means that the salesmen and distributors can communicate well in the hotel before ordering, and "settle down to the venue again." If we do not communicate with the dealer in good time and let the mood play in the conference hall, the whole order will fall short. The extent to which distributors need to be done in advance, what aspects must be stabilized and what circumstances to take the lead will depend on doing well the "Hotel politics".

The practice of "Hotel politics" is the "man to man" tactic. For example, people in charge of the Hubei market begin with the distributors in the Hubei area. They will start communicating with them, find problems and appease them, and resolve the dissenters, complaints and complaints of the distributors in the hotel, so as to ensure that the order of the scene is orderly and orderly according to the train of thought of the enterprise.

Therefore, the day before the order is very important. The night before, the staff in charge of the distributor can be able to do so. Distributor In order to communicate well, the staff usually take part in the old staff who are familiar with the business and will be familiar with the business, so as to prevent any business problems such as policy involved in communication.

In addition, we must emphasize that no matter what problems we encounter at the scene, the only way to solve them is to solve them. Do not complain about distributors, staff complaining or shirking their responsibilities. Because such a situation is the worst, if the dealer sees it, the brand image will be greatly reduced and directly affect the dealer's order mood. Therefore, the state of the staff is very important, which requires a scientific and clear division of work for the ordering work and fully mobilizing the enthusiasm of the work.

　 Two) clothing brand ordering will be a must.

The ordering staff must work in strict accordance with the division of labor, play a subjective initiative, but have to do with their own "inner part". For example, at the scene do not find a link no one in the post, take the initiative to go up, but this is "thankless." This will cause people to serve in places where there is no manpower. They should do well and no one is responsible. The venue will be chaotic. Therefore, the ordering site will require a very strict division of labor, according to the responsibilities of the division of labor to do.

When the working group of the ordering society divides the work, it is necessary to set up a mobile group, which is carried out together with the assessment team. When the examination is conducted, it is found that the staff who have lost the service are missing, and immediately go up from the top of the mobile group. Then the examination team immediately finds the former colleague who has left the post ordered to return to work, and continues to examine.

In addition, the role played by the examination team in the field is also very important. We must inspect the whole venue and cooperate with the chief commander to supervise the work of the staff on the venue and deal with personnel arrangement in time. Before the ordering meeting begins, the field personnel must be stressed to keep their posts and not to leave the post without authorization.

Three), clothing brand orders will be unique skills - communication, security, time control can not be less.

Many enterprises will look for the planning company to take charge of the specific project planning. The planning company is the co operator of the order meeting. The ordering site will be done well, and the co operation is also an important role. There are many details to be worked out more clearly. In addition to fully communicating with the co operators before the order meeting, an agreement will be reached with the co operators. During the ordering period, more people will be sent to the joint venture to prevent the trouble caused by the lack of familiarity with the details.

The most important thing is to control time. When a leader is half an hour late, the time schedule is all disrupted. This will inevitably affect subsequent arrangements. A good beginning is half the success. We must ensure that time does not go far from the plan, so that the process can proceed smoothly. Everyone speaks on the stage, 10 minutes is 10 minutes, in advance, there should be an agreement, do not let it play, so as not to affect the follow-up work.

In addition, on-site communication and safety work is very important. The communication mode of all the staff is arranged in a checklist, with a single hand and convenient contact. At the same time, communication discipline must be emphasized, and no cell phone payment and phone arrears can be shut down. There have been employees in the company who are psychologically stressed and turn off their phones.

All staircases must have security forces, and some orders will be chosen at the seaside or in the villa. We should pay attention to the safety of every staff and not be happy.

These tasks will be unified by the chief commanding officer. What needs to be emphasized is that the commanding officer must be a "stay away from the outside" personnel, and can not be specifically responsible for the affairs, otherwise he will not be able to see the overall situation. Some enterprises are in the face of leadership. The chairman and general manager are commanding officers. This is not wise. The chairman and general manager are the protagonists of the ordering society, but still have to be the chief commander. Therefore, the commanding officer is more suitable for a staff in the planning department, and everyone should listen to his command, including leadership.

The above is the clothing brand summed up by many marketing tactics. Order-placing meeting Every success is not an accident, but a careful preparation and planning.