A Number Of Children's Products Brands Adopt Partial Distribution System To Cope With Market Changes.

A few days ago, the press industry learned that in the new season's ordering meeting, many children's products brands including CE, and so on, all adopt the form of partial distribution system, so as to cope with the market changes.

After years of development, the futures system, which is easier to arrange, has gradually become a product.

The common choice of children's products industry.

However, when market demands for products become higher, it is more and more obvious that futures system can not quickly adjust products according to the actual demand of the market.

Faced with this situation, the industry has to regain the distribution system that has been abandoned before.

Is the distribution system more responsive to the market trend? Is the overall ordering after the delivery more reasonable? Is it more conducive to the standardization of the store? In the increasingly fast fashion of "fast fashion", the preparation looks beautiful.

The brand is difficult to make. Perhaps the distribution system is only some special adjustment to the agent policy on the premise of traditional futures order.

A few days ago, Xie Lei, director of CE marketing of Sino Australian Footwear Company Limited, was very busy. He took pen to circle in the product album, and discussed with the colleagues of the development department this season's money.

At present, CE is planning a group of goods, a small part of the money will become an important part of next summer distribution.

In his words, "a small distribution system can not only make goods better able to grasp the trend, but also contribute to the lack of goods.

Children's shoes enterprises with integrated operation experience are faster to promote the monopoly mode.

The distribution system in Xie Lei's mouth is different from the traditional full futures order. It is based on the change of the fashion trend, the brand enterprises are developed and sold to the distributors quickly in the shortest period before the goods are put on shelves.

"Xie TSE, these little clothes look very beautiful, but they won't match if they come back. Can you give me two pairs of trousers and match them?"

This is a telephone call received by Xie Lei two months ago. A regional agent has called several times. He hoped that the head office could provide support for the pfer of goods. The reason is very simple. During the last season, he ordered clothes and trousers to not be able to catch up. After he was put into the store, he was scattered and messy. He could only ask the head office for help when he was in a hurry.

Such problems not only appear on a CE agent, but also happen in many children's shoes agents.

"In order to help the agents open the store, the company has to consider developing certain items, that is, those clothes that match the trend and match well to solve this problem."

Xie Lei seemed a bit helpless.

In general order products, products will be divided into several series to support a single store. Once an agent is going to place orders on his own market experience, he will see more of the series. He will place more orders in this series, resulting in a series of disequilibrium orders. After returning to stores, they will become a group of scattered goods and will not be sold at all. Kasiron, director of brand of China () Limited, told reporters.

In fact, a franchised store has a stricter requirement for the number of shoes and clothes SKU (inventory entry and exit measurement units). From a width perspective, it requires sufficient category support, and can store goods one after another in season.

For example, winter products include T-shirts, long T-shirts, sweaters, jackets and so on. How can we do the matching of these garments so that stores can be sold on shelves? All of them require a reasonable and optimal product structure, and if small scale distribution is adopted, the problem can be solved easily.

"Now, the so-called distribution system is in the small test knife, that is, take some money and matching money to appear.

At present, the common practice of children's shoes enterprises is to use collocation manuals. In such a collocation, they are not only a reflection of the next season's product styles, but also an embody of the fixed sum and matching funds, which helps agents strengthen the control ability of goods from the start of ordering.

Chen Jianrong, planning manager of wild leopard (China) children's products Co., Ltd.

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Over the past few years, the brand of children's shoes in Quanzhou has been undergoing a pformation in the mode of ordering, and has been exploring and developing from the original semi futures, hoping to finally achieve futures orders.

But now we have to go back to the old way and make spot allocation. Many people think that this is a special policy for ordering agents under the traditional mode.

In fact, the traditional futures order pattern has not changed. Only in order to better control the product structure, they make a correct assessment of the market based on these sales data based on the true feedback from market information. According to the consumption preference, different regions, symptomatic development products, plus some of their own operational experience, we first develop some spot goods, that is, the fixed amount, and the remaining ones are ordered by futures.

"These goods are no longer required to place an order six months in advance, just wait until the season is coming, and produce small quantities of goods in advance to sell on the market. According to the situation of market sales, timely replenish orders, and those goods that have been verified through the market can be sold, they are the products that they make up for the production. Therefore, basically, the risk of spot inventory is small, and the possibility of unsalable products is relatively small."

Industry insider Zhang Han said.

He believes that under the background of the current economic situation, it is also normal for many enterprises to go back to the distribution mode, especially in developing children's shoes brand enterprises.

Over the past two years, the children's shoes enterprises have realized the whole futures, and the futures system has not reached the ideal order and sales status. The large quantity of orders brought by futures seems to be the pronoun of "warehouse pfer". The estimated order planning often deviate from the market in half a year, and the orders scattered to various categories can not be optimized in terms of quantity or product structure.

In addition, there is an indisputable fact that the children's shoes enterprises are faced with the fact that their agents are all shoes makers. The actual operation experience on clothing is almost zero. For these agents who just started making children's clothing, the head office, in order to support them, first take some goods to them, so that they can sell them, or even sell them back to the head office. The purpose is to support them to understand children's clothing sales and product mix more quickly, and integrate into the operation mode of the store as soon as possible.

So, how to minimize inventory, how to help dealers and distributors to sell goods, and quickly enter the development track of the monopoly system, the distribution system is the key to solve the crux of the problem.

In fact, such small-scale distribution to CE and other children's shoes enterprises have brought unexpected gains.

Originally only wanted to order the product structure through small scale distribution to make it more reasonable, but unexpectedly, several matching shoes and clothing appeared in the distribution, and the short period development of the distribution made the goods more fashionable to cater to the market. When the voice of "fast fashion" grew louder and louder, the distribution system seemed to be "fast fashion" recognition and execution, while children's products enterprises had missed the sweet spot in a small range of distribution.

Xie Lei said so, those who sell hot money are not only excellent sales figures, but also the approval of their re trying to distribute the goods. He has been wondering whether this will be a positive exploration of children's products industry entering "fast fashion".

"Although there are many disadvantages in the spot, not only is it not conducive to the planned production, but also the demand for the rapid production response capability of the enterprise is very high, but its small batch trial sale and good sale make up a large number of orders. In accordance with the critical time cycle, development, production, distribution and sales can make it keep up with the trend. It is really fascinating, but many enterprises do not have quick response and production capacity. If so, it is very similar to" fast fashion ".

Generally speaking, the traditional ordering system requires the enterprise to research and develop the product half a year before the product is set up, and then organize the order.

This traditional mode makes it difficult for enterprises to grasp the trend of popularity, and naturally it can not be called "fast fashion".

The distribution system is a brand enterprise based on the trend of change, in the shortest period before the goods are developed, and quickly distributed to the dealer.

And the popularity of children's shoes market is changing rapidly, which is no less than that of adult shoes and clothing industry. Especially the majority of children's shoes brand enterprises are in the early stage of brand creation. They still rely on products to speak.

"Small-scale spot is the product of the strength of the market," Chen Jianrong felt empathy. However, from ordering system to distribution system, the pformation is not only a choice mode of goods, but a big change to the interests of suppliers, brands, distributors, and so on three.

The distribution system is only "the sharp corner of the small lotus". But whether the distribution system can subvert the ordering system that has been popular for many years, it will take time to verify the real trend of fashion.

Ma Defeng, deputy general manager of ray speed (China) Limited, told reporters that the distribution system looked very "beautiful", but it was very difficult to do it.

First of all, the choice of distribution system often makes the brand operators unable to place orders accurately. Secondly, because of the "fast fashion", the goods distribution enterprises often want to achieve "a lot of money," which will test the ability of the entire supply chain to react at top speed.

He suggested that children's shoes enterprises should try their own distribution system, starting with their own information platform. From retail terminals to headquarters related departments and personnel, producers and raw materials, they can synchronously grasp the sale and inventory of retail terminals. At the same time, enterprises also respond quickly to sales and inventory, and prepare for production and commodity development ahead of schedule.