Facing The Rapid Response Of Consumer Driven Supply Chain Has Become The Ultimate Goal Of Clothing Industry.

Under the new normal, facing consumption directly becomes the ultimate test of clothing industry.

Under the "new normal" of Internet +, facing the consumer has become a reality. clothing The unavoidable phenomenon of enterprises. The "speed war" in the supply chain has started quietly. Enterprises need not only have the courage to face the consumers directly, but also rely on the forward-looking platform to grasp the new rules of the game. Only in this way can we ensure the sustainable development of the industry and remain invincible under the new normal.

In March this year, China International Apparel Clothes & Accessories During the Expo (CHIC2015), JEANSWEST International (Hongkong) Co., Ltd. purchasing director Zhai Fengmei contacted many powerful suppliers. As a company with about 150 suppliers, why is JEANSWEST still in touch with suppliers? And this is not an isolated phenomenon. More and more brands are adjusting the layout of the supply chain, like JEANSWEST, in order to cope with unexpected changes in a flexible way.

Face the beating pulse of consumption.

In fact, all of these come from the past two years. Fast fashion Brand expansion. At the same time, e-commerce channels continue to penetrate into the entity. Under the new consumption trend, big cards are also unable to bear. CHANEL and GUCCI have offered 50 percent off promotional tips.

Behind these appearances is the trend of consumption returning to reason and pursuing "small and beautiful". The source of all business ideas will be positioned in "products that consumers really need".

At the beginning of this year, Semir apparel announced that the company had completed half of its supplier target in 2014. Semir's future supply chain management will change from loose to close cooperation.

In the supply chain's excellent resource integration problem, Gong Zheng, chairman of Alton apparel limited, believes that "goods are the essence of retail, and consumers are the essence of retail business.

Earlier, the traditional supply chain of most garment enterprises in China was the order meeting mode. It is necessary to make a judgement on the fashion trend in half a year or even a year in advance, and advance the order production and purchase through the sales forecast. However, this model obviously has some risks.

On the other hand, from the order order to production and supply, it usually takes 90 days ~120 days production cycle, which reduces the flexibility of the supply chain, slows down the market adjustment and is difficult to cope with the rapidly changing market changes.

The flexibility test of bottom up supply chain

Since the sales forecast is not accurate, the brand should try to reduce the forecast. Based on this, Zhejiang impression Industry Co., Ltd. adopts VMI mode of supply chain management. Commodities rely on the needs of terminal consumers. The terminal products are directly managed by the company. The first order and replenishment are issued by the company and the terminal is supported. Li Hongguang, the company's licensed merchandise director, said, "the return rate of the VMI mode is 100%, because we have the bottom line to control the inventory, so we can really maintain the high sales with low inventory."

At the same time, Zhejiang impression Industry Co., Ltd. has built up a set. Flexible supply chain In this system, 40% of the goods will be produced on the order, and the remaining 60% will be produced after the sale. The corresponding provincial agents at the terminal stores have corresponding proportions. The company's factory as a total warehouse can receive orders every day. Under the condition of complete materials, it can not deliver documents for more than 7 days, and all logistics are delivered by express.

Bosideng men's wear plan to introduce SPA mode into direct stores. The future brand can achieve the first half of the order at each order meeting, and the other half can make up the order according to the actual sales situation of the season. Young birds of the Pacific bird Women's wear Brand Lok Cho has 200 new models every week, and has designed tens of thousands of shares every year. The reaction speed is based on the two supply chain models of "futures line" and "fast single line". Among them, the "futures line" takes the traditional way. "Fast single line" has only 3 months' response cycle. Therefore, controlling production and controlling inventory becomes the key. In addition, Lok Cho also increased the frequency of the order meeting and further promoted the rapid response of the whole chain.

However, to further improve the price of the flexible supply chain is the "sacrifice" to the upstream suppliers. It is reported that the supplier of Bosteng men's clothing has been reduced from more than 100 to about 40. Gao Xiaodong, general manager of Bosideng Garment Development Co., Ltd. admitted that suppliers in the traditional mode only needed to supply raw materials, but now they must keep abreast of market trends and adjust the functions and materials of fabrics at any time, so as to help brands produce products that satisfy the needs of consumers.

Leveraging the new platform to find new rules

When a new product appears at the fastest speed in front of the consumer, behind this is a complete system of collaborative operation, in which the role of the supply chain plays an important role.

Zhai Fengmei summed up the overall situation of JEANSWEST under the tide of e-commerce. "We start with the rapid response of e-commerce and goods, and optimize procurement and supply chain management. Then, we reached an agreement with the factory to book the production location, or to order some grey cloth and colored cloth, and then to develop the production of online special contributions. On the online platform, we develop the brand mall and cooperate with Taobao. In addition, optimize logistics warehousing and speed up delivery. "

For domestic clothing enterprises, the supply chain adjustment is like "pulling the whole thing and moving the whole body", breaking the stereotypes, breaking the old relationship and establishing new rules of the game. In recent years, the order of clothing enterprises will increase frequently. In addition, clothing enterprises have improved the ability to react quickly at different degrees. Therefore, it has become an inevitable choice for many garment enterprises to repeatedly contact business resources, increase frequency of design and style change, speed up production frequency and deeply integrate supply chain.

Focusing on the future, the 13~15 autumn exhibition will be held in Shanghai on October this year, focusing on the realization of supply chain integration function in October. As a multi-functional complex exhibition, it can not only contact agents, but also connect upstream suppliers, retailers and other commercial resources. At the same time, CHIC autumn exhibition will continue to join the China International Textile yarn Expo, China international textile fabrics and Accessories Expo, and PH Value China International Knitting fair. Surface accessories Companies, yarns and clothing brands will come together, and internationally renowned producers, traders and branding partners will join hands to open up a new pattern of double supply chain and diversified cooperation for a year.