The Root Cause Of Clothing Buyer'S Loss

After about 3000000000 years of operation, the brand G of women's clothing group, which sold in Zhejiang for a period of 1 years, lost money after 1 years of operation. The loss in 2013 was tens of millions (this data is only "allegedly", without fact basis). In the case of the successful success of the main brand E (known as the annual sales of about 3000000000), why has the buyer brand G been unable to make profits?

Their own commentary on G, an international buyer brand, is like this: creating an international boutique department store buyer who can easily enjoy world fashion without going abroad.

This store is located in the center of the city in the city where the group is located. It used to be the best performance hall of the main brand E. It is said that the best performance year is close to 40 million sales performance. It has been running for many years, and thousands of people in the store have good quality VIP. After changing to the international buyer brand G, all the staff and customers have not changed. Only the brand, product and space image have been changed. The product is directly taken from the international two or three line brand, all the products of the international famous or famous designer. According to the theory, the product is strengthened, but the performance has been plummeted by 20 million. What is the reason?

In the words of group insiders and even executives, buyers are unprofessional and can't buy goods. Is it really so simple?

　 I have seen many times at G, a buyer's shop.

1. the serial sense of goods is not as good as the main brand E.

2. color structure and category structure are not as good as E.

3., from European countries, the structure of goods is not good enough.

Some people will say that the poor display and the sense of serial is because the structure of the goods is not good, the fundamental reason is that the buyer group has not been assembled well, which is the reason for the buyer, resulting in G not doing well.

The buyer is one of the most successful branch managers before E. It is indeed not a professional buyer. The whole product structure is not perfect, and even some parts are not sold properly. It is also normal that the buyer's product mix is not perfect. Is it really the root cause of the loss of buyer brand G?

Of course not. I think the root cause of the loss of buyer brand G is in two words - "positioning".

First, I told a story. In 2012, I met several Korean costumes in Shanghai Univer. One of my half aged ladies said that she made a brand name in Korea, totally different from the brand From EMKT.com.cn in China. The 25 year old women's clothing brand is located in China. The core customer group in South Korea is the girl who is about 25 years old. In China, the women's clothing brand, which is 25 years old or so, is located in China. The core customer group of the brand consumption is about 35 years old. The conclusion is that the customers in Korea and China are 10 years old. So when she develops the product, she tries to consider the development of women in China at the age of 35.

I have observed many Korean brands, too. Many of them are located in the more than 20 year old South Korean little ladies dress. Most of the women in the country are more than 30 years old in consumption. In the final analysis, they are consumption power. Most of the girls in the country are 25 years old and have just joined the work. They have two thousand or three thousand yuan in work and 1000-2000 yuan in a dress.

Looking back at G's products, from the perspective of products and display, its core position should be between 30-45 years old, and then look at the price, a dress more than 9000 yuan, the price is equivalent to the price of domestic women's brand brand, in China, this is the positioning of the core customer group at 50-65 years old. The goods of G seem to be the same location customers (40 years old or so) with E, while the price is the positioning of the old woman (55 years old or so). "Positioning" dislocation is the root cause of G's loss in successive years.

Like some Korean brands, the product of the international two or three line brand bought by the buyer brand G is in Europe, the consumer body is about 30-45 years old, and in China, the consumer who can bear the price has become a 50-65 year old customer group, but the style is still 30-45 years old. The 30-45 year old woman can control the G version and style, but can not control the price of G. The 50-65 year old customer can control the price of G, but it does not necessarily have to control the version of G.

(of course, most of the more than 30 year old women can not only control the price of the product at the age of more than 20, but also control the more than 20 year old version and style).

Some people will ask, why do some international two or three line brands sell the price of a dress about 9000 yuan in the country? Why do they survive?

First, the cost of opening two stores in the world is not high, much lower than that of G.

Second, those international two or three line brands are generally open in big cities, and there are certain industry popularity. G is mostly open to three line cities, and has no reputation.

Third, the sales and profits of those international two or three line brands are not high. We can see that although most of the brands can survive, they do not survive.

　 To sum up, I think we should first ask ourselves several questions when we make a brand:

1., I plan to sell my brand to "what age core customers"?

2. what is their normal consumption level? How much price do they wear?

3. what quality of products do they consume?

4. what styles do they consume?

5. what brands and customers are my customers?

6. what channels do I have for my brand?

The above 6 problems, the first is the positioning of Guan Jian, the latter few can be obtained through research.

Therefore, if I am buying the brand G, I will redesign the price, quantity and quantity of the product according to the core customer group aged 40 or so.

1. according to the consumption level of the core customers at the age of 40, the purchasing cost price will be pushed back. According to the planned cost price range, the brand will be re reduced. Some special international two or three line brands can be retained in the brand purchase list by reducing the rate. (of course, the products with a high price can be retained, provided that the customers are 60 years old or so).

2., in order to plan the way of E (or directly use E people), we plan the G product structure, and plan the series, color system, category and number of funds, and then fill in the procurement under the planned framework. Of course, in the process of buyer's purchase, the product structure can be transferred to local minor.

3. the quantity of goods should also be purchased according to the quantity planned by the commodity personnel according to the sales target and the sales rate.

Through replanning, the price positioning, style positioning and the consumption orientation of the core customers will be adjusted to the same channel, and the rest of the facts can be done well.