Strategy Guide And Information Bridge -- A Probe Into The Three Level Cargo Mode Of Ordering Society

Fujian style shoes and clothing brands follow the futures order meeting mode, which sounded the horn of Fujian faction shoes and clothing brand in the domestic market. Futures orders will be a great success. A large number of Fujian shoes and clothing brands have been established through the futures order meeting mode to obtain long-term orders, avoid sales forecast risks and channel inventory risks.

It is the 2008 most important product season of the year in March, the autumn and winter new product orders. Autumn and winter ordering will be regarded as the most important order meeting in a year. The producers can basically guarantee the harvest for one year. But not every shoe clothing brand can smile on your face and be happy in your heart. Many brands of shoes and clothing are enduring the unprecedented and arduous torment and test. In the arena of shoes and branded shoes, which are filled with smoke and smoke, many three or four line shoes and clothing brands have arrived at the most critical moment. Because of the rapid development and rapid growth of enterprises over the years, the huge inventory problem hidden and obscured by the business and the huge debts owed by the agents have begun to emerge rapidly. From the source, the headquarters group - regional stores three levels of futures group cargo dilemma is the culprit.

Take a look at several real cases about the Fujian Branch shoe clothing brand ordering group.

Case 1: when a brand is ordering at the headquarters, the exhibition hall export is closely guarded by company security. If any area fails to complete the next futures order index, go to the regional agent and go to the franchisee. If you take part in the order meeting, no one can leave until the index is fulfilled. Under such high pressure ordering atmosphere, agents and franchisees are complaining and suffering.

Case two: when a regional agent of a brand is ordering at the headquarters, because it fails to complete the order index issued by the headquarters, it strongly transfers pressure to the franchisee in the region. As a result, the franchisee was intolerable, and was caught up in the act on the spot, with the agents fighting against each other by words, and staged a live martial arts farce.

Just in the process of multiple rounds of orders, the interest game between headquarters and regional agents, regional agents and franchised franchisees is staged and repeated. The three parties are happy to choose those who are agreeable. If they do not choose the right ones, the regional agents and franchisees will be resigned to their fate. However, the confidence of agents in headquarters and the confidence of franchisees in agents and headquarters are all vanished in this round of competition.

Why can the three parties of shoes and clothing brand headquarters, regional agents and franchisees fail to form a consistent product mix strategy and step by step decomposition? Precisely from the point of view of the order assembly goods combination business level, there is a lack of refining, curing and optimization of the headquarters group cargo regional cargo Store Group cargo mode at the three levels of the headquarters regional stores, leading to every department's headquarters being confronted with the enemy during the new product ordering period. region Agents tighten nerves and store franchisees are cautious. The three parties are jealous of each other and guard against each other.

　 Headquarters regional store three class cargo mode: solving the dilemma of futures group cargo

The three class goods business constitutes a chain of interests, which binds the interests of the Fujian shoe brand headquarters, regional agents and franchisee franchisees, and can be described as "one glory, one glory, one damage". Practice has proved that the matching of goods is the core of achieving the three party's interests of the Fujian shoes and clothing brand headquarters regional agents and franchised franchisees, and the chain of circulation of goods circulation is the key to the three levels of goods in the headquarters group, goods group, regional goods group, and store group.

　　 Headquarters cargo

Fujian shoes and clothing brand Order-placing meeting The starting point is that the headquarters based on detailed or slightly, or with or without product planning is transformed into R & D planning, and the whole product is pieced together through a variety of modes, including independent research and development, cooperative research and development, and buy and sample modification, and so on.

For Brand Company, the headquarters group cargo contains two meanings: the "research and development" of the sample. A complete set of goods is an organic combination of elements of serialization, style, price, color and code. Among them, the three elements of serialization, style and price constitute the core of the strategy of headquarters merchandise planning, and also the direct embodiment of the competitiveness of headquarters products. And different coloring and different allocation of two elements constitute regional agents and franchised stores. Franchisee The demand for personalized goods combination. We should bear in mind two points:

Guided by R & D planning

At present, Fujian's shoes and clothing brands are usually placed before the ordering meeting, putting hundreds or even thousands of samples and shoes together, temporarily piecing together and combining them into series goods. Too much amplification of R & D style selection, lack of a series of commodity concept and analysis and planning of goods in the year and season led to agents and franchisees picking their eyes and being at a loss. Headquarters group cargo should be based on brand positioning and popular direction analysis, regional, business circle, store and consumer research, direct competitor research and other elements of organic integration, forming the whole merchandise business plan. At the same time, according to the R & D mode of the enterprise, or independent design, or buy sample revision, or joint professional R & D institutions, or rely on the outsourcing factory to send samples, etc., the specific R & D tasks of each series, every category and every style will be implemented. Moreover, more importantly, enterprises should grasp the core of their own research and development, and play a leading role in the overall planning of commodities, so as to avoid the consequences of disintegration of series themes, style antagonism, and misplacement of styles.

　　 The basic type stores are the basic structure of goods.

Each store of every shoe clothing brand is characterized by its individualized business characteristics: market level and so on. What kind of stores belong to the "mainstay" of the sales of shoes and clothing brands? From the two large regions of the South and the north of the country, the most representative stores in the Southern District of the general shoe and clothing brands may be the double door stores in the market center of the county market. The most representative stores in the North District may be the special hall of the 30 level shops in the sub market area of the prefecture level city market. This type of store is the so-called basic type store. On the one hand, it carries the main task of the decomposition of futures indicators. On the one hand, it enjoys the favor of headquarters investment promotion policy and brand communication.

The basic store type of each shoe clothing brand represents the basic sales place and constitutes the main sales contribution. To meet the requirements of the basic type store structure, it also ensures the basic product structure at the Brand Company level. The selection of basic type stores by headquarters is equivalent to the establishment of "weather forecasting stations" in different regions, which can more accurately feedback the "weather change" data in different regions, such as store category sales, inventory structure, business circle competition and consumption trend, so as to form the characteristics of the basic store type combination, and accordingly determine the basic commodity structure framework of headquarters group cargo.

Around the regional cargo, agents need two levels of support and assistance from headquarters and franchisees. Therefore, we should bear in mind two points in the group cargo:

From the perspective of market classification, the general shoes and clothing brands correspond to the five level market concepts: provincial capital cities, prefecture level cities, county-level cities, county towns and townships. Any brand regional agent will have different positioning for different markets, and it will also be very different for different market target decomposition, resource input and strategic direction. Generally divided into key markets, general market and blank market. Different markets have different strategic directions, including punctuate breakthroughs, concentric diffusion, edge eating, peripheral pressing and so on. Agents in each region need to be treated in combination with regional characteristics.

Specific to the business circle development strategy level, also need to discriminate between the blank business circle and existing business circle. The evaluation of the blank business circle needs to combine the two elements of the business district's possibility of operation. It also makes a choice of four different ways: one person, more shops, more people, more shops, single store rectification and single store reward.

On the basis of the analysis of the market level and business circle type, a clear regional market store transaction plan is ready to come out, including the layout strategy and plan of franchised stores and agents' own stores. The overall index, the ideal target, the realistic target and the bottom target of the futures index of the next regional product season are also basically judged. When participating in the regional election meeting held before the order meeting, the agent will not have no judgement on the next quarter's futures index for each region.

If the market characteristics of the different markets in the regional market are different, agents need to invite different types of sub regional market franchisees to head offices to assist in the selection of funds. After all, agents do not order futures for themselves, but represent the interests of all franchisees in the region. The quality of a year's harvest is all in this way. From the point of view of the operation and profitability of agents and franchisees, we can comprehensively demonstrate that the direction of regional futures index's style and structure can be more secure than the agent's regional market choice.

The most urgent and crucial task for agents to return from the headquarters is the regional futures index. The decomposition of the futures index of the regional agents needs to be integrated into the previous regional strategy planning, closely with the business operations of all stores, and will be broken down to the existing franchised stores, self run stores and new stores expected to be opened. What needs special emphasis is that index decomposition is only the first step, and more importantly, the agent must fully communicate with the owner and agent of each franchisee, so as to ensure that he understands and recognises the futures indicators that are initially decomposed. Don't wait for orders to rush on the scene, overthrow your bow, communicate better and communicate better.

The specific way of communication can be telephone communication, individual visit, or the regional group goods booking meeting that all the franchisees participate in. The actual communication effect is most direct and effective, and of course the cost is the highest. At the preparatory meeting for regional ordering, agents can fully communicate with franchisees in three aspects: introduction of regional group goods, headquarters support policy and regional futures index decomposition. The ideal outcome of the conference is, of course, that every participating franchisee and self run store manager can have a clear idea of the total futures quota of their next product season before they go to headquarters to order.

　 Taking index docking as the main line

Winning fast growth through pressure indicators is an open secret to the operation of Fujian shoes and clothing brands. Before undertaking the headquarters futures index, agents need to carry out comprehensive strategic planning for the regional market. Including the regional business strategy and the agent's undertaking of the headquarters index, the futures order index issued by the headquarters should be promptly implemented to different types of stores, that is, agents should have at least one steelyard in mind. What kind of stores are these increased futures indicators ready for?

The specific way of communication can be telephone communication, individual visit, or the regional group goods booking meeting that all the franchisees participate in. The actual communication effect is most direct and effective, and of course the cost is the highest. In the preparatory meeting for regional ordering, agents can fully communicate with franchisees on three aspects.