The Hot Season Of Clothing Sales: The Upper Cargo Band In The Eyes Of Buyers?

The whole year's cargo wave band

Not suitable for all brands.

Most people will think that the four season of spring, summer, autumn and winter is the natural cargo band. If the brand has many stores all over the country, it will be necessary to combine the local temperature with the goods.

However, there is much difference between the temperature in the north and the south.

Under normal circumstances, you can refer to the sales analysis during the same period last year, arrange the time for new products to be listed, and see how the goods are on the same side.

But my view is that the whole year's freight band is not suitable for all brands.

It is correct to say "combined with the local temperature change on the season". However, it is not very precise to use the sales analysis of the same period of last year to arrange the time for new products to be listed. Sometimes, from the data point of view, it does not reflect all the problems.

For example, if goods were late last year, light would not be able to see problems from the data. It would only reflect the results of the data sold at a low rate.

According to the product life cycle, brand positioning and customer demand for product update frequency, each brand is different.

For example, sportswear is 6~8 times a year, and depends on the product life cycle.

The new products in the two quarter of spring and autumn came into operation in January and July, which basically conformed to the time of most seasonal changes in the central region. However, for the northeast and Southern China areas, it was necessary to adjust measures to local conditions.

In addition, the goods must be seen at the store sales volume, the peak season when the goods go fast, you need to be diligent; slow season goods slow, less than a few times.

In the new year, we need to store more goods, and usually store less.

For non seasonal standardized products, such as underwear, socks and other products, we can operate according to this statement.

The sale of such products is less affected by seasonal changes and epidemic factors.

Longer, there is no obvious seasonal peak and low tide period, so only regular replenishment can be done, there is no need to operate according to the upper cargo band.

There is no set rule.

According to the general rule, young, fashionable, and seasonal products can be operated in accordance with the higher frequency upper loading band. For example, sportswear brand, the product life cycle has two or three months, and it is more suitable to arrange new products for sale and sale in different seasons in 6~8 bands a year.

As a classic clothing brand with little seasonal influence and low fashion, such as suits and shirts, one of its styles can keep selling well for four or five months or even longer. The upper product band of the four times a year is relatively moderate, and the frequent loading wave band will affect the value of the brand.

But for fast fashion brands that only sell for one or two months at the peak selling stage, they need to replace the old ones with a batch of new products frequently. They always keep the high and low freshness of the products. This brand has 10, 12 or even 14 times a year.

Now, some international fast fashion brands have completely broken the concept of seasonal segmentation and launched new models every week.

It can be said that the frequency of new product listing should not be fixed. It depends entirely on the characteristics of your products, the different brand positioning, the product sales life cycle and the customer's requirement for updating the frequency of goods.

Moreover, the higher the frequency of loading, the higher the speed of brand operation and logistics.

Only by following the objective laws of the market and the actual capabilities of the enterprises is it the best way to find the most suitable one.

accurate

Multiple loading

Business opportunities

It is too early and too late for new products to be listed.

Now, a lot of businesses practice the new products that are traded on the market a month or so earlier than the actual season.

For example, a young fashion brand with 8 wave bands a year, the new product launch schedule in spring and summer should be: the early spring of January, the mid February of Zhong Chun, the mid summer of early spring, early summer of April and mid summer of May, in order to gradually change the temperature of the new products, arrange different categories of new products to go on sale gradually.

However, the seasonal changes in the South and the north will be about a month or so. The winter in the north is short in summer and the winter in the south is short in winter. The logistics personnel should make micro adjustments according to the specific changes of the local seasons.

Another special reminder is that the operation of Brand Company as a commodity should not be only two bands a year.

This is not only aimed at

Also for men's wear.

This is a very dangerous strategy. It can produce half a year's output at a time. That means that many goods can't be sold immediately, but they are waiting for the season in the warehouse, logistics links and stores.

This makes investment in goods not readily convertible into cash, resulting in large and long-term capital expenditure.

At this time, once a cash shortage occurs, enterprises will be faced with the risk of breaking up the capital chain.

Due to the low efficiency of capital flow, the interest of inventory occupying funds increases the use cost of funds.

At the same time, logistics storage will peak at two shipments, and idle time will cause waste of manpower and material resources.

From any point of view, the operation of goods in two bands a year is a very costly and inefficient strategy.