Analysis: The Difference Between Traditional Ordering System And Buying System In China'S Clothing Industry

The traditional ordering system operation mode is the most extensive and mature mode in the domestic brand market. For brand management enterprises, the ordering system is simpler and easier to manage. It is not only productive in planning, but also with the transfer of goods to each agent terminal, enterprises can not only recover product investment in time, but also complete market maintenance management and supporting services in operation and management, and the headquarters market management system can only maintain customer service departments, statistical analysis departments of market information and commodity circulation management departments. On the other hand, from the supply chain point of view, the slow ordering and production time of ordering system can better let the brand enterprises get more operating space in the material research and development links and commodity production links, and can better finish the market planning and propaganda work in the spare time when the commodity manufacturing is completed to the commodity listing. But the opposite is that the capital chain turnover pressure is transferred to the brand dealer office, and the risk of inventory digestion is also borne by the distributor.

" Buying system The core of this is that the buyer team leader is responsible for every link from the development of clothing merchandise to the sale. It is necessary to ensure that the commodity obtains the maximum profit in the circulation process, and at the same time, it is necessary to ensure that the process achieves the minimum operational risk. In the initial stage of commodity research and development, buyers should make accurate demand analysis according to the past sales situation of the brand, combine the current popular direction and consumption trend changes, plan the quantity of the terminal sales, and set up the sales price system of the merchandise, and at the same time, the commodity plan should also include a complete combination with the terminal's listing band, terminal display and product matching. After the commodity is listed, according to its sales performance, the sales cycle forecast for each commodity is made to ensure that the commodity in the publicity and guidance period, the main sales period, the sales promotion (discount) period, the inventory clearance period, the control ratio and the sales profit return, ensure the reasonable stock and turnover of the commodity in different sales channels and terminals. Finally, the buyer team should perfect the training and sales assistance work of the terminal sales staff according to the sales plan of the merchandise, so that the visual combination and publicity presentation can be more unified in front of consumers.

The difference between execution and operation has broken the traditional channel marketing strategy. So what is the difference between the "buyer system" and our traditional product development process?

Thoughts on research and development of traditional clothing and apparel products

More is a process of promoting subjective value: from the beginning of commodity design, research and development, to the production, decision-making and sales of goods, and ultimately to achieve customer's consumption and purchase. In this process, decision makers are more likely to complete the next execution of goods through subjective inferences based on the different links of product R & D, manufacturing and sales, and deduce and even guess market results with their own commodity values. Therefore, we can see that after the final completion of the goods, there is an endless stream of disconnection with the market consumption: the homogenization of commodities is serious, the inventory rate is high, the sales turnover is much worse.

Train of thought for buyer model commodity development

Buyer model is more a form of reverse consumption of goods. It reaches the nodes of product design and development step by step through the experience and feelings of the actual consumer customers, and raises questions in each derivation process and completes the solutions to the queries at the decision level of the supply chain. Then, the design, research and development, production, decision-making and sales of commodities are executed sequentially in series. If we explain the "buying system" simply according to the above execution process, then it is: the mode of goods R & D and manufacturing with the ultimate consumption as the core.

Therefore, no matter from the difference of enterprise operation mode or from the difference of R & D idea, we can see that the buyer mode is a change to the composition and implementation concept of the present corporate team, and it is also the two refinement process of the supply chain and sales chain of the enterprise. In this process, we need not only break the old mode of thinking, but also make two improvements in personnel composition and resource management.

Market information analysis and the two improvement process of commodity research and development

Existing models:

Affected by the human resources and the terminal data of the enterprise itself, it is impossible to conduct business forecasting activities through more reasonable data analysis in the initial stage of market information collection. It is not only one-sided, but also influenced by the consumption habits of different regions, which leads to the failure of prediction. Therefore, the large data collection of market information and the enhancement of the function of generalized information acquisition can make the prediction more accurate.

For the current medium-sized clothing brand enterprises, their own commodity R & D team can only carry out the work content in the initial design process of the product. The relatively closed commodity development system, as well as the lack of designers' own skills and experience, lack of aesthetic and market vision, will lead to the increasingly widespread phenomenon of closed doors. The lack of thinking in commodity marketing management results in the poor integration of design results and commodity objects, and the phenomenon of homogenization of goods is prominent.

Buyer Mode:

The buyer's mode is mainly aimed at analyzing the living conditions and buying habits of the core consumer groups, and obtaining their commodity demand through the mass and centralized purchase data analysis in the consumption area. In the information access channel, it not only comes from its own commercial sales terminal, but also analyzes the overall data of the commercial store and the purchasing crowd, thus forming the prediction of regional demand characteristics. Therefore, we can see that many international fast selling brands spend huge sums of money each year on buying large amounts of consumer information and consumer information to survey organizations and business organizations in the community.

In the stage of product development, the buyer mode is divided into many small buyer teams to develop commodities. Different types of goods are divided into different groups according to different customers and consumption seasons. Targeted development is made by different design teams, so that the team is more focused and professional in commodity category and commodity type. By configuring marketing, planning and sales personnel, the buyer team can form a full process merchandise sales cycle from the initial research and development of goods. Under the multi batch and small batch style core sales strategy, it can not only make up for the lack of market prediction, but also get better information about new product demand.

The two improvement process of commodity manufacturing

Existing models:

Subject to a series of requirements of goods and styles and colors, traditional enterprises will choose more materials from existing products in the market. On the one hand, they are subject to the factors of basic purchase length of fabric production enterprises. The low bargaining power of the enterprises in making the fabrics with low digestion power and less customized fabrics is the important factor that causes the enterprises to be dominated by market fabrics. On the other hand, the customized fabrics need not only professional design and R & D personnel, but also lack of corresponding talents in production and quality control, so that the commodity design and fabric production can not be completed well.

And in the production of goods, Chinese clothing enterprises are more in the form of OEM for commodity production. With the development of garment processing industry in recent years, more and more processing garment production factories are becoming more and more diversified. Their production capacity is not stable enough, processing equipment is obsolete, and affected by the scale and factory survival conditions. There is also a big hidden danger in the duration and quality assurance of the products. This also leads to a higher frequency of replacement of the cooperative factories in garment enterprises.

Buyer Mode:

Take Zara and h&m as an example, they use more single quality fabrics in fabric use, control themselves through dyeing links, and let more styles of goods be applied to the same fabric. In this respect, not only can the production cost be reduced by mass purchase when the fabric is ordered, but at the same time, the buyer and designer will carry out research and development with the same material as far as possible, so as to save the prophase production cost and facilitate the storage and management of the later products.

In the commodity manufacturing process, on the one hand, for bulk processing of goods, they will cooperate with factories more often by contracting or meeting production lines. To ensure that orders are stable, the quality monitoring and manufacturing period of a single product line of a production line can be ensured by ensuring that orders are stable.

The two improvement process of terminal commodity management

Existing models:

As mentioned earlier, the products produced by traditional commodity R & D and production methods make the market unable to get good feedback, and the phenomenon of homogenization of products is more serious, often based on price competition. At the same time, in order to gain more market share and share, enterprises will increase the number of terminals in the low-end area. Under the premise that the new product is less and too slow, it also makes the single product sales cycle too long, which makes consumers' attention worse.

At the same time, the adjustment ability of terminal shop's commodity planning ability and customer's demand is not accurate enough, which also causes the commodity to form "full bloom" and store stores all have the phenomenon, so that there are more unreasonable factors in the turnover form and regulation of goods.

Buyer Mode:

The buyer's mode of terminal commodity management is primarily based on regional consumption characteristics and consumer demand for commodity development, so when the commodity is listed, it will be issued according to the reasonable sales area of the commodity. At the same time, during the period of commodity sales, according to the sales forecast and judgment of the buyer team for the region, arrange the publicity and guidance period, the main sales period, the sales promotion (discount) period, the inventory sales period's dynamic sales ratio control and the sales profit return.

At the same time, the turnover form and regulation of commodities are mostly based on the shop's point to point form, so as to avoid the cross transfer of goods between shops and enterprises, that is, to save the turnover cycle of goods and facilitate the speed of commodity distribution in different regions. And the buyer team may also form the procurement and deployment activities between teams and teams during the period, and increase the supply of goods for the shops through directional procurement within the enterprise.

Re marketing process for best sellers

Existing models:

Under the traditional existing mode, the salable goods in the same season are re developed very little and less. On the one hand, they are derived from the operation methods and periodic restrictions of ordering system, and are also unable to invest in new commodities because of the relatively large capital in the sales period. There are many problems such as uncertain stock status, uncertain production schedule, terminal sales ability and worries about inventory handling capacity.

Buyer Mode:

As mentioned before, buyer's mode will develop independent products according to different teams at the beginning of research and development. Therefore, support for the follow-up style of best-selling products can continue to flow. In terms of fabric application and production schedule, through the initial batch purchase and the designated production line, the production deadline and the listing of commodities are guaranteed.

Therefore, to sum up, clothing brand enterprises need to understand the "buyer system" not only from the re establishment and planning of the overall R & D, production and sale process of goods, but also need to dig deeper in the allocation of human resources and the comprehensive resources of commodities. The buyer mode is not only the change of single working node, but also the re establishment of the overall operation process of the enterprise. It needs to display the cooperation between upstream supply chain and downstream consumption experience based on the market and consumption. For those garment enterprises under the guise of "buying hands", this concept can not only enhance their business, but they will be able to beat the water and make themselves trapped in the mire of management.