How Can The Shoe And Clothing Enterprises Of Fujian Province Change Their Cocoon?

Commodity planning, commodity planning, product ordering and brand marketing are adopted to improve the hit rate of product design, enhance the terminal efficiency of the company, and ensure that the products meet the needs of the end consumers. Shoes and clothing enterprises In particular, it is an important index that is expected to be adopted by the Fujian style footwear and clothing enterprises. However, behind the bright goal is slow action, commodity planning in many enterprise architectures in name only, enterprises lack of strength, and the industry can give enterprise business planning guidance institutions are few. How can local enterprises break their cocoon and transform?

　　 Forming brand characteristics with commodity planning

The futures order pattern starts from the transformation of product planning based on detailed or slightly, or with or without the head office into research and development plan, and then pieced together a whole plate of products by independent research and development, cooperative research and development, and buy and sample revision, and so on, so that the products can accept multiple tests by regional agents and dealers through the form of picking and ordering.

At present, however, Fujian shoes and clothing brand Usually, hundreds of thousands of samples and shoes are put together before the order meeting. They are temporarily pieced together into so-called serial goods, which are oversized and enlarged. style The number of choices, but the lack of a series of theme concepts, but also lack of analysis and planning for the products of the season, which eventually led agents and dealers to pick holes in their eyes and be at a loss.

In the development stage of production and manufacturing, we do not deny that local enterprises prefer simple channel construction and brand publicity to the immediate effect, ignoring the integration of upstream and downstream resources and commodity planning. However, if a brand wants to truly mature, commodity planning is essential.

In the era of market-oriented consumption, enterprises need to stand on the consumer's standpoint to excavate more maximized interests, and some enterprises are aware of the importance of commodity planning. Voight, chairman of the board of directors Cai Jinhui, introduced that Voight has gradually introduced into the commodity planning. Although there is a temporary support, the internal operation is gradually maturing. In the future, an independent commodity planning department will be set up, which will revolve around the market demand. Trend Brand positioning, product style, and so on, multi department coordination and coordination to do a good job in commodity planning.

However, on the whole, commodity planning is still "popular" in some enterprises, and for many small and medium-sized enterprises, it is more of a luxury.

A few leading brands in the market, because of their abundant resources and their own star products, are very easy to form the inherent style of the brand. In the process of commodity planning, the popular products and best sellers of the above season are often used as templates, resulting in similar old and new products. And those unnamed low-grade brands have been copying and copying high-end brand products for development. In the long run, it is more difficult to form the brand's inherent commodity planning culture, nor do they have their own brand characteristics.

　　 It takes time to cultivate locally.

In the context of the culture of imitation and imitation as the mainstream commodity planning culture, the traditional shoes and garment manufacturing industry in China must have a long and arduous process and obstacles.

The fetters of traditional concept and consciousness. In China, the internal management ideas and operation modes of traditional enterprises have been deeply rooted. It is difficult to persist in and implement the reform of commodity planning that requires "Eagle regeneration". The idea of resource optimization in commodity planning is more difficult to find. More enterprises in China only regard commodity planning as a channel to get information. However, unlike other countries, many excellent companies have long realized the importance of commodity planning, such as UNIQLO, which even needs less than 1000 yen to make commodity planning, and then organize and produce one piece and one piece of sales to achieve rapid growth and high profits. "The children" s place "brand has the perfect combination of keen insight into the market and commodity planning, and has achieved excellent yield and warehouse sales ratio.

Subjective misunderstanding. Most domestic enterprises do not understand the role of the commodity planners. They think that they are merely positioning the style of the brand, or designing the plan for the designer, which is the same as the product manager's function. They only need to set a direction before each order meeting and organize a good stock. Or equate product planning with product design. In fact, the difference between the two is very great. The product design focuses more on the design of the product and the spirit and culture of the brand, while the commodity planning is a system which is not affiliated with the departments of marketing, brand, but also related to the vast majority of departments inside the enterprise. Some enterprises often divide the commodity planning into the brand planning department jurisdiction, and unilaterally equate the commodity planning with the display of the characteristics of the merchandise, so as to cover the surface.

For this reason, Li Xiang, director of merchandising, who has many years of experience in R & D and supply of commodities, believes that the key to success is to decide the success or failure of enterprise development, how to make the product speak and contact with consumers. Commodity planning departments are often passive in collecting market information, market research, commodity research and development, and commodity supply. They are separated from marketing, responsibilities are not clear, and after-sales service is not in place. All these are the important factors causing imperfect job docking. Domestic enterprises pay too much attention to single product marketing, while ignoring the integrity of the brand, which just needs commodity planning to make up for it. In addition, from the lack of talent in the domestic commodity planning industry and the difficulty of forming the talent market atmosphere, it can be seen that the commodity planning is still weak in the enterprise.

Lack of altitude. In the process of commodity planning, domestic enterprises lack foresight, lack of vision and height, resulting in the fact that the information obtained from outside can not be truly integrated with the enterprise's internal commodity planning, and it is difficult to develop orderly and healthily. Ruilin brand planning, Luo Lan, once worked in international brands such as Nike, CONVERSE, etc., has witnessed the international brand's forward-looking forecast of the market trend. He said that the major international brands have made commodity plans, but they are not necessarily confident about the market reaction of each new season, so that commodity planning is not an easy task. As a commodity planner, Luo Lan, while carrying out the output of fashion trends, also provides guidance for commodity planning for many local enterprises. In his view, trend output is only one of the tasks. The key is how to transform the trend into the actual application of enterprise's commodity planning in output.

　　 The essence is meticulous management.

A reasonable commodity plan is to improve the combined ability of the whole product with the premise of increasing the sales volume and reducing the risk of the brand product in the season. At present, most of the Fujian sports brand names themselves as product manufacturers, and the ability of commodity planning is weak. However, as the profit zone of the footwear industry accelerates the "float away" manufacturing link, it quickly drifts to the upstream research and development links and downstream marketing links, and enterprises urgently need reasonable merchandise planning.

In terms of goods, shoe companies can neither stock too much nor sell out, which requires the commodity planning department to handle it. Commodity planning group should be based on brand positioning and popular direction analysis, consumer research and other elements of the organic integration, forming the whole merchandise business plan. At the same time, according to the R & D mode of enterprises, or independent design, or buy sample revision, or joint professional R & D institutions, or rely on the outsourcing factory to send samples, each specific series, category and style of R & D tasks will be implemented. Reasonable and low risk merchandising should take into account the main push, market level and style integrity of the product. More importantly, on the basis of grasping the core R & D of their core products, enterprises should play a leading role in the overall planning of commodities and avoid the consequences of disintegration of series themes, style antagonism, and misplacement of styles.

In the view of Li Xiang, director of commodities, the product planning can not only be R & D and supply, but also analyze the trend of fashion, control the whole work of suppliers, and accurately import goods into the store at the right time. In management, the organization structure should be re established, the commodity planning organization should be set up, the post training of commodity practitioners should be considered, the coordination between departments and sales teams should be coordinated, and marketing should be combined to strengthen late stage promotion and after-sales service, so as to truly and effectively meet the market demand.