Shoes And Clothing Brand Retail Mode, Traditional Channels Are Facing Challenges.

< p > by the activation of lifestyle and terminal information can not be quickly and unmistakably feedback to brand manufacturers and other factors. < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > brand is gradually showing its inadaptability to the development of the times. Distributors at all levels only care about their own interests and income can not sort out the information flow of products in a timely manner. The way of selling too far away from consumers is no longer the "ten thousand gold oil" of Quanzhou a target= "_blank" href= "target=".

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< p > "star endorser + wholesaler order meeting" mode, so that the brand of Quanzhou shoes and clothing has been developing rapidly for more than ten years.

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In the past few years, the order form of the P has gradually released a signal in the industry: wholesale to retail. At that time, Anta, seven wolves, rich birds, and strong brands have embarked on the "Hope Road" that allowed enterprises to be reborn again and began to see the light.

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< p > < strong > traditional channels are facing challenges: < /strong > /p >

< p > "in the past one or two years, the traditional ordering of clothing brands in Quanzhou has been rather cold."

In the industry, it is not a bad thing. "The atmosphere of the order will be different from that of the previous years. Since the beginning of last year, many enterprises have begun to shift the focus of the order to the terminal sales channel of the product."

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"P > wholesale to retail is undoubtedly the most frequently used term in the past two years when it comes to innovation in product sales channels.

"We are conducting second wars."

Ding Shizhong, chairman of the board of directors of Anta (China) Limited, said in an interview with the media during the two sessions of this year that under the original mode, brand dealers do not control the retail channel, and the sale is mainly dependent on agents.

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< p > for brands, as long as the wholesale sales have already formed sales, but can not feel the market and retail terminal changes, "brand + wholesale" disadvantage is that information is not smooth.

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< p > when this mode is facing a slowdown in the market, there are many problems such as overcapacity and backlog. High inventory after Beijing Olympic Games is the product of this mode.

According to the analysis of the industry, from the wholesale mode highly dependent on agents in the past to the consumer oriented retail business mode, it is the general trend of the future development of the footwear industry in Quanzhou.

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< p > "ten years of traditional ordering mode let us find too far away from consumers."

Jiang Tao, deputy general manager of the seven wolves industrial Limited by Share Ltd, said without a taboo that the mode of "wholesale + agent" has begun to show its short side with the changes of the times and the change of consumer demand. "Information can not be timely feedback, making the downstream information closed, blind production leads to market saturation, homogenization is serious, and in the end, it is the interests of the enterprises themselves.

This is an era of fragmented consumption. Only when we are close to consumers, we can grasp the market dynamics and consumer demand for the first time, so that enterprises can continue to grow and expand.

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< p > < strong > the establishment of the enterprise retail Institute is hot < /strong > < /p >.

"P" recently, the University College of retailer, the University of trade unions, was formally established. The purpose is to conduct targeted interactive teaching and training for the core distributors and distributors nationwide, and to build an internal talent training system, so as to implement a real-time teaching experience for the construction of terminal retail.

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"P" and two years ago, the seven wolves also set up a retailer college. "The purpose of establishing this Retail Academy is that we have begun to pform the development strategy of the enterprise. We need a strong team to support the development of the terminal, understand the consumer's consumption habits, and create products that meet the needs of consumers.

It is necessary to teach new products, train and sell ways, share experience of shopkeeper, plan career direction, and change the concept of wholesalers so as to make them conform to the direction of brand development and truly integrate with brands.

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< p > "now, the whole industry is changing. It's not just a partial adjustment, but the whole business model has changed. The wholesale mode has not been able to adapt to the current stage of development." therefore, the birds put forward the strategy oriented, market sales as the core, renamed all the general agent companies as retail companies, and built strong terminal operation capabilities, "said Zhu Qun Bo, director of the channel of fortune bird.

"This customer driven channel pformation will be an opportunity and challenge for Time Inc, a retail leader."

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< p > Qipai held in Xiamen in August 18th, the spring and summer new product order meeting in 2014 took the theme of "control change" as the theme, clearly put forward the idea of "upgrading single store performance", and put the mode of single shop order into the strategic focus of the future development of enterprises. In the 2013 winter new product ordering conference, the "single shop order" became an important part of the pformation; the wolf family set up a new Department terminal department in the autumn and winter ordering meeting held in the first half of the year, "the future competition will be the terminal blade, and the terminal's retail capability will become an important core competitiveness of the enterprise."

Shi Hairong, chairman of the wolf family, said.

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< p > min faction < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > is entering a new stage of pursuing individuation, fashion and differentiation.

In the era of individualization, not only the products of the industry should be individualized, but also the personalized ordering mode is rising.

CABBEEN, the fashion menswear brand, has abandoned the traditional order mode this year, instead of looking for a small batch, multi style and customized ordering mode to maximize the efficiency of a single store.

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< p > not only that, not only that, but also the ERP data management system, including the nine clothes, seven cards, seven wolves, and wolves, and so on.

In this system, enterprises can clearly understand the sales situation and inventory information of each terminal store, and mobilize the products and share resources.

The development of ERP software can analyze the real time sales situation of each store, summarize experience and lessons, provide effective data for enterprise development, make the feedback of information content of terminal more convenient, and play a positive role in adjusting the production strategy in time.

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< p > < strong > sink effect of channel > /strong > /p >

In the first half of the year, in the first half of the year, when the prosperity of the clothing industry was not high, the fortune bird issued a news on its order meeting. In 2014, the performance of spring and summer orders increased by more than 20%, which is really exciting for the Fujian style clothing industry in the turning point of the industry.

All this has been helped by the series of retail sales system proposed by the rich birds this year.

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< p > recently, Anta sports released the third quarter report. The report said that the order of Anta for two consecutive quarters in 2014 continued to grow steadily. Meanwhile, the same store sales in the three quarter of this year remained stable compared with the same period last year.

In the report, Anta said that because of the perfect management of Anta's retail channels and the larger differentiation between brands and products, the profitability of retailers and their confidence in the group are rising.

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"P" and seven wolves in the "wholesale" to "retail" strategic adjustment, also continued to develop rapidly and steadily, the third quarter, < a href= "//www.sjfzxm.com/news/index_s.asp" > market < /a > performance triumphantly.

In recent years, seven wolves have carried out quite a lot of pformation reform, mainly manifested in the channel sink, vigorously implement flat management, improve the logistics system, improve the arrival rate of goods, comprehensively promote the terminal change shop image, hold terminal sales competition, etc., the implementation of the specific measures, enhance the operation efficiency and cost of reasonable control.

"Our group is in the forefront of the industry in the wholesale pfer strategy, so the performance has been greatly improved, and it is also reasonable."

Jiang Tao said.

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