One Of The Buying Rules: Brand Hands

In fact, "the Buyer Mode of clothing enterprises in China originated in Guangzhou."

Wang Shiru, chairman of enterprise consulting management company in Hangzhou, said.

Wang Shiru said that many enterprises lack independent research and development capabilities, so they need to learn from others by buying models, and then form a three-dimensional product development model combining copy, pformation and independent research and development.

Their work processes are:

"Buyer's mode can lead enterprises to find their own way in continuous borrowing and copying."

Wang Shiru said.

Recently, sales of popular fans are also alleged to be plagiarism.

"The product design of van guest adopts the combination of its own designer and outsourcing studio."

Fan company insiders revealed that the product design of all customers is mainly owned by customers.

But is this the meaning of the buyer? Is the buyer plagiarizing?

In fact, the buyer mode is facing the localization problem in the actual commercial behavior. An objective factor is that the development strength of some domestic garment enterprises is relatively weak, and it is easy to appear copy.

Insiders pointed out that the plagiarism in the clothing industry is not new, but the buying mode of ZARA and H&M has been relatively mature.

"In Europe, the buyer is a mature profession with a history of more than 50 years. Chinese enterprises blindly imitate and only digest indigestion."

Sun Ruizhe, vice president of China Textile Industry Association, said.

"There is a kind of deduction worthy of vigilance, that is to copy the buyer."

Yao Xiaoyun said that domestic media coverage of ZARA buyers has been exaggerated. The most powerful part of ZARA buyers is to reproduce fashion products with the fastest speed, but it can not be regarded as a buyer's definition.

She believes that Chinese companies like to cut corners and how to make money, which will never produce good brands.

"Buyers are not simply purchasing and copying money."

Chen Peng said.

And many clothing companies are currently referring to the functions of the buyers, "to tell you the truth is to pull a stock back, organize dealers screening."

"There are no real buyers in China," said Yao Liying, a buyer who served GIEVES&HAWKES and K&C. Now the first category is the agent, and the second is the brand manager or store manager.

Foreign buyers tend to buy from department stores.

Because in foreign countries, department stores are mostly business models. They often have their own brands or have their own brands, which needs to be concerned about which styles are good and which are unsalable.

But in China, department stores are mostly property models. They only care about the sales volume of merchants, but do not care how the sales volume is achieved.

Therefore, "domestic buyers will be the first to develop from agents, especially sports apparel agents," said Shao Li Gang, because this is the most competitive field in China's domestic competition.

"As far as buyer function is concerned, Chinese clothing enterprises always exist, and many bosses are themselves buyers."

Wang Xiangsheng, President of the international fashion brand development management center.

Actually, the buyers who serve the enterprises are brand buyers.

Their brand is called the buyer brand.

Buyer brands are mainly bought, and then they are put on the brand in the sales network.

They are a mobile Brand Company.

Such buyers brand is a direction for the development of the clothing industry.

Some experts say that when the difference between the product itself becomes more and more small, customers will buy it through brand recognition.

That is to say, customer consumption depends on the brand and his impression.

Obviously, it depends on brand proposition, aesthetics, taste and so on.

All this is related to the market appeal of the brand in the region.

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As a result, this has become the battleground of buyers. They have persisted in implementing their regional operation methods and shaping their ideal brand image and temperament.

"A mature buyer must have the ability to succeed and continue the brand, which is a comprehensive test for a buyer."

Wang Xiangsheng said that this will make Chinese clothing brands more mature and closer to internationalization.

In fact, many Japanese clothing enterprises set up overseas buyer offices in Paris and Milan.

Since then, through the buying team, we have connected the fashion market network around the world.

"Buyers are the best carriers of brands," Yao Liying said. To organize commodities to enter the market to meet different needs of consumers, buyers rely mainly on personal taste and vision, carrying the brand image of the entire company.

Obviously, buyers are easy to make brands.

Meng Fanhui, a Heilongjiang agent, is the forerunner of the buyer's dealer brand.

In her love house lingerie chain, various brands of clothing bought by buyers are displayed.

Now Meng Fanhui has pformed from a brand dealer to a private brand dealer, and has made a dream of his own clothing brand.

In fact, in foreign countries, all brand exhibitions focus on the eyes of two kinds of people, one is the media, the other two is the buyers.

Media evaluation guides the attention of consumers, while buyers are directly linked to sales.

As a matter of fact, many foreign brands sell their products through buyers, and finally push them to the market.

"The buyer is the creator of the brand," Wang Shiru said.

Wang Shiru believes that buying mobile phone system has many deeper contents, such as how to carry out the operation of the buyer market, how to cooperate and cooperate among buyers, how to conduct technology trafficking, and the prospect of Chinese clothing buyer's career development.

These methods have accelerated the driving force of all kinds of clothing to scale production in China.

In view of this, clothing buyers are not procurement, procurement is often only at the executive level, but the buyer has the functions of management and operation.

Fashion buyers are not product managers.

The product manager supervises and executes the production schedule and material organization, and the buyer mainly manages the finished product stage and plays a supervisory role only in the production process.

Of course, the buyer is not a commodity plan.

Commodity planning is responsible for organizing sales.

While buying is mainly buying, but also participating in the sales process.

As a result, buyers should never seek to expand their scale and enjoy their achievements.

For example, Mr. Cheng, a senior buyer of Hongqiao friendship mall, always takes the position of "white collar consumption" as the standard.

But in China, the division of labor is not very specific. Chinese clothing buyers often have several jobs in one person.

It is much more difficult to buy a job than in Europe and America. First of all, the Chinese market is different from Europe. Secondly, the land area is large and the regional differences are also great.

Shao Ligang said.

The environment has changed, the market has changed, and the buyer's mode is bound to change.

Obviously, no matter which country's brand, as long as we enter China, we must follow the Chinese market rules and conform to the purchasing preference of Chinese consumers.

For example, in Europe, white-collar workers can have the ability to consume Louis Vuitton and Gucci.

But in China, its consumer groups have become rich, successful businessmen, celebrities and so on.

The change of consumer groups naturally affects the choice of buyers when purchasing, and the factors such as taste, consumption ability, special preferences and wearing occasions of the consumer group should be considered.

So what kind of buyers are suitable for Chinese market?

Chen Peng believes that at this stage, the positioning of buyers should not be defined by a very high standard.

This stems from her shopping experience.

Once, in Lane Crawford, when she was picking a brand of clothing, the guide lady simply introduced to her another brand, which was not suitable for her clothes.

This caused her reflection?

How can China's buyers start?