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Strategy Guide And Information Bridge -- A Probe Into The Three Level Cargo Mode Of Ordering Society

2014/7/8 8:37:00 22

Order Meeting Order Meeting Order Meeting

brand business - agent - franchisee, the three party interest body - deep in futures group goods < a href= "http://sjfzxm.com/news/index_s.asp" > predicament < /a > /strong > /p >

min faction shoes and clothing brands follow the futures order meeting mode, which sounded the horn of Fujian faction shoes and clothing brand in the domestic market.

Futures orders will be a great success.

A large number of Fujian shoes and clothing brands have been established through the futures order meeting mode to obtain long-term orders, avoid sales forecast risks and channel inventory risks.

From P to 2008 Olympic spring March, coincides with the most important product season of the year, the autumn and winter new product orders will peak.

Autumn and winter ordering will be regarded as the most important order meeting in a year. The producers can basically guarantee the harvest for one year.

But not every shoe clothing brand can smile on your face and be happy in your heart.

Many brands of shoes and clothing are enduring the unprecedented and arduous torment and test. In the arena of shoes and branded shoes, which are filled with smoke and smoke, many three or four line shoes and clothing brands have arrived at the most critical moment.

Because of the rapid development and rapid growth of enterprises over the years, the huge inventory problem hidden and obscured by the business and the huge debts owed by the agents have begun to emerge rapidly.

From the source, the headquarters group - regional stores three levels of futures group cargo dilemma is the culprit.

look at a few "a" href= "http://sjfzxm.com/news/index_s.asp" > the true "/a" case of "Fujian shoes shoes" brand ordering group: /p >

case 1: when a brand is ordered at the headquarters, the export of exhibition hall will be closely guarded by company security.

If any area fails to complete the next futures order index, go to the regional agent and go to the franchisee. If you take part in the order meeting, no one can leave until the index is fulfilled.

Under such high pressure ordering atmosphere, agents and franchisees are complaining and suffering.

case two: when a regional agent of a brand is ordering at headquarters, because it fails to complete the order index issued by the headquarters, it strongly pfers pressure to the franchisee in the region.

As a result, the franchisee was intolerable, and was caught up in the act on the spot, with the agents fighting against each other by words, and staged a live martial arts farce.

just in the process of fighting for orders in multiple rounds, the interest game between headquarters and regional agents, regional agents and franchised franchisees is staged and repeated.

The three parties are happy to choose those who are agreeable. If they do not choose the right ones, the regional agents and franchisees will be resigned to their fate.

However, the confidence of agents in headquarters and the confidence of franchisees in agents and headquarters are all vanished in this round of competition.

why does the three party of shoes and clothing brand headquarters, regional agents and franchised franchisees fail to form a consistent product mix strategy and step by step decomposition? Precisely from the point of view of the order assembly goods combination business level, there is a lack of refining, curing and Optimization for the headquarters, regional and store three levels of interest groups on the headquarters group cargo regional group cargo store group cargo mode, resulting in every headquarters new product ordering period, the headquarters departments are facing the enemy, the regional agents are nervous, the franchisee is cautious, the three parties are jealous of each other, and guard against each other.

the traditional strong pressure index mode of ordering has been unpopular. It is time to go to the order mode of innovation pure pressure futures index!

the shoes and clothing brands, regional agents and franchisees in the market are calling for solutions and solutions.

thus, the three class cargo mode of the shoe and clothing brand which can take account of the interests of the three party group and respond to the three party goods needs arises.

headquarters area store three class cargo mode: crack futures group cargo dilemma

three group cargo business constitutes a chain of interests. The interests of Fujian shoe brand headquarters, regional agents and franchisee franchisees are tied together. It can be described as "one glory, one glory and one damage". Practice has proved that the matching of goods is the core of realizing the three party interests of Fujian shoes and clothing brand headquarters regional agents and franchised franchisees, and the chain of circulation of goods circulation is the key to the three levels of goods in the headquarters group, goods group, regional goods group, and store group.

headquarters group goods

The order of "P > Fujian shoes and clothing brand will start at headquarters based on or detailed or slightly, or with or without product planning into research and development plan, and through independent research and development, cooperative research and development and buy sample revision and other modes to piece together a whole plate of goods, and through the selection of goods and orders will receive the multiple inspection of regional agents and franchisees.

for Brand Company, the headquarters group cargo contains two meanings: the "R & D" of the sample (the whole stock issue) and the realization of "sales" (futures index).

A complete set of goods is an organic combination of elements of serialization, style, price, color and code. Among them, the three elements of serialization, style and price constitute the core of the strategy of headquarters merchandise planning, and also the direct embodiment of the competitiveness of headquarters products.

Different color matching and different allocation of two elements constitute the demand for personalized goods combination of regional agents and franchised franchisees.

We should bear in mind two points for headquarters cargo:

(1) with R & D planning as the guide, /p >

at present, Fujian's shoes and clothing brands are usually placed before the ordering meeting, putting hundreds or even thousands of samples and shoes together, temporarily piecing together and combining them into series goods.

Too much amplification of R & D style selection, lack of a series of commodity concept and analysis and planning of goods in the year and season led to agents and franchisees picking their eyes and being at a loss.

Headquarters group cargo should be based on brand positioning and popular direction analysis, regional, business circle, store and consumer research, direct competitor research and other elements of organic integration, forming the whole merchandise business plan.

At the same time, according to the R & D mode of the enterprise, or independent design, or buy sample revision, or joint professional R & D institutions, or rely on the outsourcing factory to send samples, etc., the specific R & D tasks of each series, every category and every style will be implemented.

Moreover, more importantly, enterprises should grasp the core of their own research and development, and play a leading role in the overall planning of commodities, so as to avoid the consequences of disintegration of series themes, style antagonism, and misplacement of styles.

(two) with basic type stores as commodity basic structure .

every store of every shoe clothing brand is characterized by its individualized business characteristics: market level is different (provincial capital city, prefecture level city, county-level city, county town, township level), business circle level is different (central business circle, secondary business circle, fringe business circle), different level of area (one shop, two door shop, three head shop, super large flagship store), different formats (shopping malls, department stores, special stores, special shops, street stores).

What kind of stores belong to the "mainstay" of the sales of shoes and clothing brands? From the two large regions of the South and the north of the country, the most representative stores in the Southern District of the general shoe and clothing brands may be the double door stores in the market center of the county market. The most representative stores in the North District may be the special hall of the 30 level shops in the sub market area of the prefecture level city market.

This type of store is the so-called basic type store. On the one hand, it carries the main task of the decomposition of futures indicators. On the one hand, it enjoys the favor of headquarters investment promotion policy and brand communication.

the base store type of each shoe clothing brand represents the basic sales place and constitutes the main sales contribution.

To meet the requirements of the basic type store structure, it also ensures the basic product structure at the Brand Company level.

The selection of basic type stores by headquarters is equivalent to the establishment of "weather forecasting stations" in different regions, which can more accurately feedback the "weather change" data in different regions, such as store category sales, inventory structure, business circle competition and consumption trend, so as to form the characteristics of the basic store type combination, and accordingly determine the basic commodity structure framework of headquarters group cargo.

regional group goods

around the regional cargo, agents need to be supported and assisted by two levels of headquarters and franchisees.

Therefore, we should bear in mind two points in regional group cargo:

(1) strategic planning first /p >

from the market classification, the general shoes and clothing brand corresponds to the five level market concept: provincial capital city, prefecture level city, county-level city, county town and township.

Any brand regional agent will have different positioning for different markets, and it will also be very different for different market target decomposition, resource input and strategic direction.

Generally divided into key markets, general market and blank market.

Different markets have different strategic directions, including punctuate breakthroughs, concentric diffusion, edge eating, peripheral pressing and so on. Agents in each region need to be treated in combination with regional characteristics.

specific to the development strategy of business circle, it is necessary to discriminate between blank business circle and existing business circle.

The evaluation of the blank business circle needs to combine the two elements of the business possibility of the business district (the existing store operation situation of the direct competitive product) and the capacity of the business district (which can accommodate the new store), so as to make the four ways to enter, demonstrate, wait for the opportunity and give up immediately.

The assessment of existing business circles needs to combine the two elements of the possibility of operation of the store (the existing store operation status of its own brand) and the capacity of the business circle (which can accommodate new stores). It also makes four choices of one way, including multiple shops, multiple shops, single store rectification and single store reward.

based on the analysis of the market level and business circle type, a clear regional market store paction plan is coming out. It is not difficult to determine the layout strategy and plan of the franchisees and franchisees.

The overall index, the ideal target, the realistic target and the bottom target of the futures index of the next regional product season are also basically judged.

When participating in the regional election meeting held before the order meeting, the agent will not have no judgement on the next quarter's futures index for each region.

if the market characteristics of the different regions of the market are different, agents need to invite different types of sub regional market core business franchisees to headquarters to assist in the selection of funds.

After all, agents do not order futures for themselves, but represent the interests of all franchisees in the region. The quality of a year's harvest is all in this way.

From the point of view of the operation and profitability of agents and franchisees, we can comprehensively demonstrate that the direction of regional futures index's style and structure can be more secure than the agent's regional market choice.

return from headquarters, the most urgent and critical task for agents is to decompose regional futures indicators.

The decomposition of the futures index of the regional agents needs to be integrated into the previous regional strategy planning, closely with the business operations of all stores, and will be broken down to the existing franchised stores, self run stores and new stores expected to be opened.

What needs special emphasis is that index decomposition is only the first step, and more importantly, the agent must fully communicate with the owner and agent of each franchisee, so as to ensure that he understands and recognises the futures indicators that are initially decomposed.

Don't wait for orders to rush on the scene, overthrow your bow, communicate better and communicate better.

the way of specific communication can be telephone communication, individual visit, or the regional group goods booking meeting that all the franchisees participate in. The actual communication effect is most direct and effective, and of course the cost is the highest.

At the preparatory meeting for regional ordering, agents can fully communicate with franchisees in three aspects: introduction of regional group goods, headquarters support policy and regional futures index decomposition.

The ideal outcome of the conference is, of course, that every participating franchisee and self run store manager can have a clear idea of the total futures quota of their next product season before they go to headquarters to order.

(two) is the main line of index docking .

win the rapid growth through pressure indicators is an open secret to the brand operation of Fujian shoes and clothing.

Before undertaking the headquarters futures index, agents need to carry out comprehensive strategic planning for the regional market.

Including the regional business strategy and the agent's undertaking of the headquarters index, the futures order index issued by the headquarters should be promptly implemented to different types of stores, that is, agents should have at least one steelyard in mind. What kind of stores are these increased futures indicators ready for?

The ideal outcome of the conference is, of course, that each participating franchisee and self run store manager can have a clear idea of the total futures quota of their next product season before they go to headquarters to order.

< a > href= > http://sjfzxm.com/news/index_s.asp > shop group goods > /a > /strong > /p >

the starting point of the store group is to make clear the total sales volume of this store season.

The franchisee needs to carefully calculate how many goods are ordered to achieve the profit and loss balance of the store? How much goods can be made to earn the wages of the two husband and wife? How many products can be made to achieve a well-off family? The specific need is based on the direct impact of changes in the operating environment and store management capabilities on the sales of the store, and the proportion of sales growth in this product season is calculated.

For example, the increase in the proportion of positive selling price may bring two consequences: first, the overall sales increase; secondly, the turnover rate decreases.

Similarly, the increase of the number of direct competitors will have an adverse effect on the sales of their own stores.

The factors such as image correction, shelf renewal and salesperson's sales promotion will undoubtedly play a positive role in the growth of store sales.

At the same time, the degree of influence of these factors should be quantified into specific percentages, and the proportion of sales growth of the next product season will be formed after each other.

Finally, combined with the sales volume of the last product season, it is not difficult to determine the total sales volume of the product season.

to store goods, it is to fill in a structural chart of goods: category, style (color), size, and place the total sales volume of the store one by one.

Among them, the dual number and price are the key to the structure of the goods.

The work of group stores can be divided into four parts:

1, analysis of competitors /p >

to study the various brands of the competing brands in the business circle of their own stores, lock the direct competitors of their brand camps, and grasp the core competition positioning, the main price band and the best selling style of each category.

Especially in the determination of the central price band of the dominant category, the ordering style and quantity of the blocking money, it is essential to analyze the specific category and the specific style of the direct competition brand.

two, analysis of store category structure /p >

.

category analysis aims to define the contribution of different goods to the store portfolio.

That is to say, all products of all products in a product season that are also sold in stores should not be treated equally in the eyes of franchisees, but should be looked upon in another way.

What are the image products? What are the profit items? What are the quantity items? What are the blocking products? Different status of goods determines the distribution direction of different order indicators.

store category analysis needs to solve various major topics such as category positioning, category strategy, category structure and category center price band.

Category analysis is based on four basic data and one auxiliary data: order quantity, order quantity, sales volume, sales volume and return volume. All these data come from the daily management basic skills of each store - Invoicing report, including general ledger, store account, small warehouse account and so on.

Without these basic data, stores can only gamble.

according to the positioning analysis of category status and Category attribute, the order structure and sales performance of the last product season have also been fully grasped, and the corresponding category ordering strategy is also ready to come out.

Finally, the ordering strategies of different categories can be expressed in four directions: increasing, maintaining, decreasing and deleting.

Accordingly, the category structure of this product season is also bottomed out.

The total amount of orders, the price and the total price of the category will not be hard to come out.

after determining the total amount of goods, we need to subdivide it into style.

The number of orders for each category depends on the factors such as band size, display area and existing effective inventory style.

(1) listing band, which needs to be butted with the large cargo delivery plan of the headquarters, and how many times according to the number of shipments, how much each batch, and how long it is? (2) the display area -- the sales volume of different display areas is quite different.

How much of the display area should be reserved for different styles? It is necessary to evaluate the contribution of the existing display area, and combine the principle of display and sampling of different kinds of styles, the maximum number of repeat displays and the minimum number of repeat displays, so as to determine the scope of display styles.

As far as repeat display principle is concerned, franchisees should bear in mind that the more the better, the more important is the need to repeat display to enhance the display effect.

At the same time, the reserved area of the special price area is also essential, such as the display of sports shoes, the reservation of two shoe holders, the fixed position of 16 shoe holders, and the display of stock special products all the year round, often attracting price sensitive customers.

(3) the existing effective stock effective stock style refers to the stock pattern that can be sold at a positive price during the next product season.

Therefore, in actual ordering, it should be accounted for in the next product season, the total number of orders, avoid duplication of orders, avoid the consequences of new goods to suppress secondhand goods.

the choice of specific styles of different categories is based on two aspects: historical sales data and popular direction.

Historical sales data include the top ten brands of all brands under the category of their own brands, the top ten ranking of the best selling brands, the top selling brands of the direct competitive brands, the top ten ranking of the unsalable goods, the rankings of the sales volume of all brands under their brands, etc., so as to summarize the common characteristics of these best-selling and unsalable funds, so as to be the direct basis for this product's quarterly election.

The direction of popularity may depend mainly on the artistic talent and sensibility of franchisees.

Relying on historical sales data is a scientific decision making, and sense sensitivity is an artistic intuition.

Color and size are of course the result of long-term accumulation. There is no uniform mode of copying. It mainly depends on the vision and experience of each franchisee.

three, adjusting the structure of store goods

the adjustment of goods structure in stores is based on the adjustment of category ordering strategy, thus determining the different order selection for the original order category - increase maintenance reduction deletion.

four, drawing up the order goods structure chart .

the final product structure chart is a guide for franchisees to carry out group stores.

The total amount of orders for each category is broken down, the quantity of each category, the center price band and the quantity of each order are clear at a glance.

regardless of headquarters, region or stores, group cargo strategy is particularly critical if the goods are reasonable and clear.

Whether the strategic direction is right or not determines the direct effect of the group cargo, and thus determines the sales speed of the goods.

The basic basis for achieving the strategic direction of group cargo is the analysis and application of various business information.

From the analysis of sales information, such as ordering, shipping and sales, the analysis of different types of sales and gross profit contribution, the analysis of inventory structure of different categories and styles, and the analysis of consumer behavior and habits in different business circles, the group cargo strategy can only be castles in the air, and no landing. The index of order goods can only be a mirage and looks beautiful, but it can not be expected!

a lot of shoes and clothing brands will be held by all regional agents and key franchisees before the ordering meeting.

The main purpose is to confirm the futures order index with regional agents, confirm the style structure of regional goods, and form the whole product structure of each area in the season.

If the agents are not allowed to choose the regional inventory, franchisees will have a big business. The sales in the season will be too weak.

key franchisees usually come from the core stores.

The so-called core stores refer to those stores that have better ideas, familiar with customers' consumption psychology, familiar with the structure of the company's goods, the customers in the existing areas, and the customers in the existing regions.

This standard is put forward to help agents choose helpers and advisers of regional cargo, so that they can work together at headquarters to pick up goods and carry out the glorious task of determining the structure of goods in the whole region.