How Much Do You Know About Brand Dress Ordering?

It is one of the most important jobs in clothing retail business.

Some people say that the quality of the order determines half the sales performance in the quarter.

In any field, the quality of products is the foundation of sales performance, and so is clothing industry.

If you have a good market, you will get twice the result with half the effort, and on the contrary, if the goods are not ideal, the later work will be much more difficult.

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 pform 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 pformed 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 pfer 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. 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) 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.

2) sales volume and occupying ratio of various categories

For example, how many shirts sold last year, how many trousers sold, etc.

How much, how many trousers, seven pants...

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) the size of each category is accounted for.

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.

4) the proportion of all kinds of colors

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 businessmen themselves, but through sales data analysis.

5) 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) growth rate of performance

Last year's sales figures were for reference only, and this year's sales growth rate this year.

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) where does the new store data come from?

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 estimate the total amount 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, product analysis of local similar brands

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.

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.

Two. Advanced ideas for ordering.

1, the order was completed after the end of last season's sales.

some

Traders think that when ordering products to be seen in the season, they will be finished at the product order meeting in the current season, and the product development will be more ordered, otherwise less.

In fact, when the sales are completed this season, the product orders for this season should be basically completed next year.

Of course, this does not mean that the development of Brand Company products has no effect on the sale of terminal stores.

On the contrary, every quarter of Brand Company