Eight years ago, the Chinese apparel market was still a period of prevalence in the wholesale fashion industry (batch sales, a small amount of returns and cash transactions), distribution system (large quantities of merchants distributed to channel operators and sellers first). At that time, a small number of brand companies began to transform the monopoly, and the implementation of the order system. Today, the vast majority of brand companies have implemented the order system, some even buy order system. In the clothing brand company has just made a monopoly from the wholesale transition, many franchisees can not understand the order at that time, or even produce psychological contradictions. Today, many franchisees deeply feel the benefits of ordering, there are still a few franchisees still think that the distribution system is better, they think the order is actually the brand company to risk the franchisee body Transfer. In fact, they think and do the same. They only take five or even three hands in ordering. This "look at the goods" order, in their own words, called "the first point of sale, if I will sell I will certainly make up." The result is often not willing to follow it! Not only can not make up the money, earn money, eventually fell to the opponent to win the local market, but also by the potential dark horse to replace their local franchise (see the operation of mature brands around us will naturally understand). Baby Square 2010 cute winter release! So why should the apparel market order system? Because, this is the inevitable trend of development of the apparel industry. Franchisee afraid of ordering because of fear of inventories, they think that inventory is a major culprit clothing business. In fact, clothing goods management, in addition to inventory, out of stock is a very terrible phenomenon. If we compare the inventory of wolves, out of stock is fierce tiger. Ordering is one of the most important tasks in the operation of apparel retail stores. Some people say that "order is good or bad, the decision of the quarter sales performance of half", this sentence makes sense. In any one area, the quality of the product is the basis of sales performance, the garment industry as well. Have a good stock, plus the shop's decorative atmosphere, display image and shopping guide promotion, sales will be more effective, will icing on the cake; On the contrary, if the goods are not satisfactory, the latter part of the work will be difficult! We use a hypothetical formula to calculate (brand apparel discount is 4.5 fold): (1) when a section of the product after the accidental inventory (stock phenomenon): We have an average price of 3.5 suicide-type promotions complete Can be sold out, if the retail price is 200 yuan, the franchisee to pay the cost of 200 × 45% = 90 yuan, while the suicide promotion and then recover 200 × 35% = 70 yuan, then the paragraph each Produce 1 inventory franchisee actual loss of 90-70 = 20 yuan. (2) Conversely, if this paragraph has customer needs and we out of stock (out of stock phenomenon)? Then: 200 yuan -200 yuan × 45% = 110 yuan. That is, each produced a stock out phenomenon, it is equivalent to the expense of 110 yuan profit. Equivalent to 110 yuan ÷ 20 yuan = 5.5 times. That is equivalent to produce a 5.5 stock, you can also put out the danger of stock is 5.5 times the inventory damage. However, unfortunately, franchisees often only see the inventory of the terrible, but can not recognize the hazards of out of stock, because out of stock is a hidden loss, while the loss of inventory is dominant. Baby Square 2010 cute winter release! (3) Of course, there are franchisees who think that doing promotions requires labor costs, promotion costs, and store rental costs, etc. But do we really think that the stores are fixed and the staffs are fixed, and these are all we have already Resources? Moreover, the promotion can not only benefit the old customers to attract new customers, increase performance, expand market share, enhance the brand and store influence at the same time separated from competitors. Some franchisees think that out of stock phenomenon can be completed by replenishment. In fact, many brand companies in the production of orders when there will be a certain amount of reserves to meet the appropriate replenishment of the franchisee, but the brand can not have a large amount of each reserve, and franchisees in the business process comparison Serious out of stock is usually the best-selling models of all stores throughout the brand, relying solely on the brand company's first batch of production orders is not enough. Not only that, but also the harm is: impact analysis of the project replenishment In the management center of gravity brand companies in order to meet the replenishment of the franchisee, will be the next chase orders, we know that clothing is a seasonal product sales And time running, at this time not only delayed the production of other goods, there may affect the quality of products chasing a single product, and brand companies to shift the focus of management to the production sector. In the production arrangements due to low order volume, rising production costs, lower profit margins, time constraints, one to two weeks time required for the flip, the goods sent to the franchisee hands need 3-5 days, can not meet the market demand. In quality control because rush rush to catch up, resulting in quality control impossible to guarantee. In the production of stocks due to procurement, production, and distribution delays, the product should not be listed on the market, the final result can only be backlog. The choice of ordering system, the product in the market three months ago even before it has been fully prepared, even if there are quality problems, can be resolved ahead of time. Baby Square 2010 cute winter release! At present, China's garment enterprises have shifted from the past production orientation to customer orientation and competition orientation. The most important thing is the marketing management and product development. If you let the brand company to focus on production, is bound to affect the operation of the entire brand company, franklin marshall, resulting in the franchisee's retail market has caused incalculable negative impact. Therefore, the ordering system is the inevitable trend of the apparel industry goods management. What it embodies is a true principle of equality and mutual benefit, which is a win-win mode of interdependence and reciprocal cooperation between brand managers and franchisees. Franchisee and brand managers each director, the use of their respective advantages to face the market, the use of complementary advantages to achieve the purpose of common profit. The benefits of doing so are: (1) On the one hand, the total amount of delivery can be kept unchanged, the total number of goods delivered by the company is the total number of sales, the company seizes the initiative to control the sales of goods, and can more accurately control the production and inventory (2) On the other hand, it is possible to control the return of a certain amount of slow sales to promote its sales and relieve inventory pressure on the company and its franchisees. In order to further clarify the superiority of the order system, we can compare a series of three different modes of operation, from which we can see that the three are cooked and cooked. Baby Square 2010 cute winter release! Market Availability of Project Products Market Oriented and Operational Ordering System Targeted, Effectively Capable of Market, Only Franchisee Can Understand Market Frontier Needs and Quickly Return Headquarters. Fast, franchisee one-time orders up to tens of thousands of thousands of additional goods at least 10,000 yuan or more, the rules of operation is simple. Targeted poor wholesale, can not effectively grasp the market, franchisees passively accept the goods, unable to grasp the market demand. Slow, the new distribution of small, long cycle, franchisees replenishment volume is very small, up to tens of thousands, ranging from a few hundred, and the operating system is complex and cumbersome. Distribution of large quantities of goods distribution channels to manufacturers, manufacturers pressure, development failed to address the market demand, easy to produce a serious backlog or capacity shortage, keep up the goods can not keep up. Low market returns, funds back to slow, heavy workload, process cumbersome. Out of stock serious, continued replenishment is not timely, customer loyalty is not high, did not keep returning. From the above contrast situation, order management system operating system is simple and easy, marketing, production planning is strong, the degree of specialization of the franchisee demanding market recognition, strong momentum of development. Baby Square 2010 cute winter release! Some franchisees in the past concluded that the order data, why each order are inaccurate, either more, or less (of course, too many Chinese franchisees ordering the phenomenon is not common, are basically not enough to order to sell of). In fact, for the same store, the order is no standard answer. Suppose a store has a sales capacity of 1500 pieces for the season, and when you order 1000 pieces, it will also generate inventory by the end of the season (assuming 100 pieces). At this point some franchisees began to feel lucky, "Fortunately, only set a 1000, if you listen to the company on the miserable, had known to set 850 on it." Conversely, when you set to 1800 when the time, You will certainly have inventory (probably 200), then you count an account, which book is more cost-effective it? We then turn the above questions in turn analyze the store is not a fixed sales ability, the actual sales of orders is related to your order. No matter how much you set the goods, and finally there will be inventory, which is the inevitable phenomenon of clothing retail store goods management. When your goods set more (of course, not unlimited to go on, but more than what you call the sales ability within a certain percentage), your actual sales will be higher, although the inventory will increase at this time, Inventory does not mean that no money earned, franchisees do not have to see the inventory in the warehouse was uncomfortable, we must learn to see the overall profit is big or small. Baby Square 2010 cute winter release! So, theoretically, only the more orders, it may produce more profits. And when your order volume is too small compared to the cost of your store, even if all is sold at a regular price, it does not generate too much profit. This also confirms the "more orders less order" business philosophy. In addition, when we calculate the profit margin is calculated by the total number of sales and the average profit and cost of sales discount, so we consider both the total number of orders and the average sales discount when considering the profit of the store, and can not Simply say that the higher the average sales discount on behalf of the higher the profit shop. Baby Square 2010 cute winter release! The core values ​​of philosophy: believe and fully practice, there must be a great harvest! There is no brand in the world, only cognitive! There is no truth in the brand's world! Only recognized! There is no absolute truth in the world, only in the right place at the right time to choose the right scene suitable for the theory! The greatest strength in the human world is the power of choice! The choice is always important than the effort 100 times! 1000 times! ! 10000 times! ! ! The essence of market competition is the consumer's mental model of competition, who can resonate with consumers, the concept of consensus, action common, who can really win the market! Baby Square 2010 cute winter release!
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