Shoes And Clothing Brand To Implement Inventory Elimination No Longer Stay "Policy"

As domestic

Quanzhou, the main venue of the brand, has just gone through the Mid Autumn Festival, the National Day "double festival", all kinds of promotional activities one after another, the brand offers preferential strength also strongly impact the consumer's eyeball.

"For the brand of shoes and clothing, the National Day has always been the season of large marketing, which is well prepared. The inventory of new products after sale is still the highlight of this band promotional activities, and even affects the overall inventory digestion pressure at the end of the year."

According to the insiders, after going through the inventory process in the past few years, the digestion of inventory has become a necessary and reasonable means of sale to enter the major brand marketing system. It not only forms a specific channel mode, but also has special marketing means, such as group buying, factory store and so on, which has been widely used by enterprises. With the beginning of the National Day promotion campaign, the "stock war" at the end of the major brands will also start in advance.

National Day holiday is a holiday marketing opportunity that any brand does not want to miss.

Just past the "eleven" golden week, the Mid Autumn Festival National Day holiday gimmick promotional activities are more numerous.

Among them, many shoe clothing brands give preferential treatment, strong impact on consumers' eyeballs.

"69 yuan, the highest 70 percent off...

In order to sell some stocks, this is a large sales promotion outside the mall, while the interior counters at the mall are doing the National Day activities with the new 30 percent off, 2 and 50 percent off.

This year's outdoor sales industry is even more difficult than last year. The reason is that the economic environment is not very good, and the overall consumption capacity is declining. Secondly, there is a vicious competition in the industry, resulting in a reduction in brand sales profits.

Xu Qiufeng, a Nanjing agent of Lion Brand outdoor products Co., Ltd., said that the promotion of long holidays should be done first.

In a shopping mall in downtown Quanzhou, a shoe and clothing brand area directly launched 39 yuan, 59 yuan, 79 yuan and 129 yuan.

Shoes and clothing brands take advantage of the National Day holiday discount can be achieved at the price of volume, which is a good way to digest inventory.

Su Wanle, deputy general manager of Quanzhou Jamie bear children's clothing, told reporters that under normal circumstances, entering September means that the sales peak season will come in the second half of the year. Sales of shoes and clothing brands will occupy about 70% of the annual sales profits. Whether the new products will sell well in autumn and winter will directly affect the annual performance of shoes and clothing brands. Therefore, only when the inventory promotion activities at the end of the year are advanced to September and October, can we make way for the new products to be listed, so that the terminal stores will be ready to go to the market in autumn and winter.

During the national holiday sales season, the children's clothing in the season is playing a great role in holiday promotion activities. In the industry, it pioneered the marketing of different industry alliance, and joined hands with the movie "La La La demon fairy: Princess Magic Arrow" in Ji Jile.

1500 stores across the country rely on "250 million fans" of the "La La La" to expose the seasonal music brand, while stimulating the sale of terminal stores.

"This strong brand alliance is appropriate in terms of cooperation scope and depth, or in the choice of audience positioning. It achieves the optimal allocation of resources and user sharing resources.

In terms of products, Jiyue music aims to bring the fashion trend to customers quickly, and combine the specific needs and ideas of Chinese customers with the unique design method of Ji Ji music to satisfy all Chinese children's playful and delicious fashion needs.

Liu Jianwei, manager of planning department, Ji Ji Le (China) Co., Ltd.

The head office guides agents to land sales promotion plans, and eliminates inventory policy.

For shoes and clothing brands, the National Day has always been a big marketing season with great preparations. After the new products are listed, the digestion stock is still the highlight of this band promotion activities, and even affects the year-end inventory inventory pressure.

"There is an unwritten rule in our head office's retail team. Every terminal supervisor who goes down to the agent's site must carry two boxes in the past.

No matter what method you use, you can only complete the sales promotion task if you sell these two boxes of shoes.

Su Wanle said that since last year, the head office of Jamibare has begun to tour retail terminals in the national terminal stores, and is responsible for guiding the management of agents' terminal stores. In addition to the normative guidance of daily management, the company's retail team has also launched relevant promotional plans specially to digest inventory as the main purpose, suit measures to local conditions and suit the time, and help agents do well in the local market's inventory promotion planning and execution.

In fact, most of the agents are pformed from the wholesalers in the past to retailers. They are very weak in the formation of the retail talent team, which is just the same as the retail market slack for several years, which makes the business condition of agents worse. The lack of profit guarantee makes them more hesitant in the input of market team building, but without team support, the market is impossible to do well.

"Therefore, we simply send teams to serve the agents at the grass-roots level, and teach them how to digest inventory and do activities."

Liu Jianwei told reporters.

I have to admit that in recent years, the terminal management of local shoes and clothing brands is indeed changing from extensive to meticulous. The head office has continuously invested in the terminal retail team, and can really go deep into agents and franchisee markets to do a good job in retail team training, especially in inventory handling problems, and also give many good guidance to agents.

"If you want franchisees to listen to our suggestions and manage our stores according to our standards, the most important thing is to prove to them that our system and methods are really effective.

This year, coincides with many public holidays and holidays, our head office has planned sales promotion activities in many places in Changchun and Changsha, and has made a good response to the market sales. During the large holiday season, such as Mid Autumn Festival, the head office is a full-time 24 hour person on duty, responsible for data monitoring and market feedback supervision of the overall promotional products. Once the explosion or stock is out of stock, the company will make the corresponding deployment of the whole market retail system at the first time, so as to ensure the sales of new products.

Wu Jinping, Q senior manager and Xiamen office manager, said.

Promotional activities normal chemical factory store effective

The industry believes that, after several years of inventory history, the digestion of inventory has become a necessary and reasonable means of sale to enter the major brand marketing system, not only has formed a specific channel mode, but also has a special marketing means. "To attract consumers who have already been accustomed to promotional activities, a simple discount is obviously not enough, so we should grasp the rhythm in time and control the customer price, so that we can clean up inventory and return the funds."

It is understood that the factory store as a new retail mode, its operation to make the brand more popular, so as to meet the needs of some consumer groups, at the same time, it can comprehensively promote enterprise inventory digestion, among which group goods and discount are the core.

At present, Quanzhou, including Anta, XTEP, PEAK and other large and small brands of shoes and clothing, have their own factory shops without exception. As a way to clear goods, the brand shops are also playing a role. The monthly flow of single stores is as high as several hundred thousand, which is higher than discount stores and brand stores. For this reason, many enterprises have specially promulgated the factory shop operation rules manual, from the three dimensions of "administrative operation display" to make a comprehensive creation, and put the rules down to shop practice.

Of course, brand enterprises have different ways to inventory, and they also have their own brand characteristics.

Fan Peng, deputy general manager of Tian Lun Tian outdoor products Co., Ltd. said that although it is wise to digest inventory through low prices, it will be difficult to achieve profits if blind sales are promoted.

"We can consider the promotion method of group buying and issuing coupons, which is the most common practice of the e-commerce platform. The traditional clothing enterprises can achieve a substantial increase in sales volume in this way of sales promotion.

For example, the activities of group buying sports casual wear on a certain official website are used to attract consumers.

Zhao Yuqi, deputy general manager of wing Shi Clothing Co., Ltd. told reporters that under normal circumstances, from September, except the Mid Autumn Festival, Christmas, new year's day and Spring Festival are important storage bands for marketing planning. Group buying is also one of the most effective ways to deal with inventory, especially holidays. It is more suitable for group buying business. "There are a group of brokers in the community. It is a good way to open the market through them. The advantage of group buying lies in a significant reduction in marketing costs and a link for continuous consumption."

To sum up, at present, inventory has been written into marketing strategy as a regular promotion activity for many enterprises. Dynamic attention to inventory situation is very important. "Most of the brands of traditional shoes and clothing in Jinjiang are driven by rapid expansion channels. After so many years of rapid development, on the one hand, no inventory is possible with the rolling down of a quarter of the season. On the other hand, how to maintain a reasonable inventory ratio and light load is urgently needed.

At this time, we are not fighting the momentum of the year, but endurance.

Chen Zhongyi, chief consultant of Zang cool brand planning, believes that inventory marketing is strategically good for long-term market development.