[Industry Analysis] Reduce Inventory And Improve Efficiency. 2017 Clothing Brand Turnover Is Hard Won!

The growth of these clothing brands is not a windy blow, but a performance recovery through the "magic tricks".

In recent years, the clothing industry has been declining and retailing.

The position is not as good as before, but in the final analysis, it is because of the failure of performance.

However, the situation of cold has been improved since 2017.

According to the survey, the retail sales of 100 general merchandise stores increased by 2.8% over the same period in 2017, of which apparel retail sales grew by 4.3% over the same period last year.

This means that in 2017 and the first quarter of 2018, many garment enterprises have achieved substantial growth in their performance.

For example, Lining, who used to share with her as a case, learned that the total income in 2017 was 8 billion 874 million yuan, an increase of 10.71% over the same period last year. The gross profit margin was 4 billion 176 million yuan, up 12.72% over the same period last year, and its operating profit was 446 million yuan, up 15.52% over the same period last year.

Taiping bird realized operating income of 7 billion 142 million yuan in 2017, an increase of 12.99% over the same period last year, and the net profit of shareholders belonging to the company was 456 million yuan, an increase of 6.72% over the same period last year.

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Brand Hai Lan's home is not much to make. In 2017, its operating income was 18 billion 200 million yuan, an increase of 7.06% over the same period last year. The net profit attributable to shareholders of listed companies was 3 billion 329 million yuan, an increase of 6.6% over the same period last year.

Another sports brand Anta also ushered in the best performance in history. In 2017, sales revenue exceeded 10 billion yuan, about 16 billion 692 million yuan, an increase of 25.1% compared with the same period last year. Gross profit was 8 billion 241 million yuan, an increase of 27.6% compared with the same period last year. Operating profit was 3 billion 989 million yuan, up 24.5% over the same period last year.

Jiangnan cloth, seven wolves, Langer, Giordano, 361 degrees, urban beauty and other brands have also achieved performance growth.

Of course, the growth of the performance of these clothing brands is not a windy blow, but a performance recovery achieved through the "magic tricks".

Whether it is a large clothing enterprise or a small clothing retailer, if we want to achieve high profit and low inventory in clothing sales, and fulfill our sales targets over and over, at least we should start from four aspects: accurate ordering, effective sales promotion goals, store manager's sales management and shopping guide sales.

Data analysis oriented, precise ordering.

Some time ago, the school elder sister shared with you about how to reduce the inventory of clothing enterprises. It mentioned several serious cases of inventory problems, including the Hai Lan family, Lining and so on that we just mentioned.

As we all know, Lining has had a low ebb tide. In those 5 years, it is facing enormous inventory pressure, and because of the serious inventory problem, it has led to a loss for 3 years, giving the title of the first brand to Anta.

Although the performance of Hai Lan home is growing, the inventory problem behind it cannot be ignored.

According to statistics, the inventory of Hai Lan's household was up to 8 billion 632 million yuan in 2016, and in the first half of 2017, the inventory volume had surpassed the sum of the previous year, reaching 8 billion 675 million yuan.

If this part of the stock can be converted into sales, the performance of Hai Lan's home can be even higher.

The same is true of La Natsu Bell, known as the Chinese version of ZARA.

Therefore, if we want to achieve high profits, we must first reduce inventory.

This requires us to take the initiative to solve the inventory problem from the source, that is, to make the order selection accurately.

Precision is usually linked to data.

To make the order more accurate, we must learn to analyze some key data, understand the meaning behind them, help formulate the order plan, balance the balance of the amount, make a reasonable order, and avoid inventory.

For example, customers generally accept the price that is relatively acceptable to your brand, that is, price band ratio, which is the result data formed in actual sales.

These data can help you know what you ordered through past experience, and whether you should optimize the price, display, combination and other aspects.

For example, to quantify customer data for customers' needs, we can show the main customers' clothing matching demand habits, body proportion, preferred body type and matching method, wearing occasions, frequency of repeat purchase and so on.

This kind of data can help you to screen the styles, sizes, fabrics and other aspects of clothing, and pick out the costumes that best attract your customers.

There is also competition data, which need not be told more.

Develop effective sales promotion targets

After the goods are booked, the next thing to do is to make plans and targets for the sale of the goods after the shelves, so as to facilitate the follow-up of the whole sales process, to manage and control all stages, and also to help avoid risks.

Plans and goals are not formulated blindly. Before making, we should first understand the life cycle of the commodities in the past seasons, that is, the distribution pattern of orders in the sales season.

For example, a women's clothing brand, the life cycle of spring products in January to September, summer commodity life cycle in April September, autumn commodity life cycle in July to December, winter commodity life cycle in the -

After finding the life cycle rule of commodities, we can observe and analyze, can we sell more and less sales in one life cycle, can we sell more and increase sales? Can we extend the life cycle time and increase the selling time and opportunity?

After mastering the commodity life cycle, we can work out more effective sales plans and objectives, including identifying the work to be done at all stages from the shelves to the next shelves, setting up sales promotion time, sales volume targets and sales discount targets, and setting up the time to market, peak time, over season, sales volume and matching scheme for single products, and finding out the possible risks of the order, including identifying risks and risks to be observed.

First manage, then manage, bring out Wang shop.

Good soldiers should also take the lead. The manager of a clothing store can be said to be the commander and soul figure in the sales. With the leadership of the store manager, the sales performance of the store can be steadily increased.

As a store manager, the first thing to do is to figure out the factors that can affect the turnover and then control the situation.

For example, how to improve customer entry rate by improving shop and shopping guide service; how to guide the skills of shopping guide sales, to improve the depth contact rate between shopping guide and customers, to understand customer needs and precise service, how to improve customer satisfaction with shopping guide service, to improve turnover rate, and how to guide purchase recommendation to raise customer price.

In addition to the management in the store, we should go out of the shop and look outside to see what the competitors of the store do and what advantages they have.

In addition, it is necessary to control the details of the store.

4 learn to sell skills, sell with care.

Shopping guide is also an important part of clothing store sales.

Quite a lot

Shop recruitment is to recruit individuals standing at the door of the shop shouting two guests, or step by step, where the guests go and follow where to go, to talk with customers, let customers buy.

In fact, the sales process of shopping guide is essentially a process of communication and a process of communication with customers. The sales of shopping guides should not be self talk, but should focus on the psychology of customers to increase service awareness and improve sales skills.

The best way is to get more information about customer needs through progressive inquiries, such as whether to wear or send people, what the environment is for dressing, whether to travel or wear on business, what categories to want, what style to like, and so on, and at the same time create a sense of identity with customers, and establish rapport with customers closely.