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Nowadays, Quanzhou Shoes And Clothing Enterprises Begin To Challenge Authority.

2013/4/1 19:14:00 33

CABBEEN Clothing Clothing Sales Skills Clothing Sales Concept

ordering society and agency system, these two weapons have achieved the brilliance of Min Pai < a href= "//www.sjfzxm.com/news/index_s.asp" > men's wear > /a >, and have been popular for more than ten years in Quanzhou footwear industry.

However, in today's increasingly strong atmosphere of innovation, Quanzhou enterprises have begun to challenge authority and subvert tradition, so that franchisees can pfer commission to a certain percentage according to sales volume, and no longer need to make capital contributions.

"some of the brands have begun to adopt a joint venture mode to break the profit pattern of the former franchisees to reduce the price of the goods. The unified price is stipulated by the brand headquarters company.

Do you like this model? "In early March, Huang Xiaosheng, a href=" //www.sjfzxm.com/news/index_h.asp "> children's shoes < /a > sent the micro-blog on Sina, forwarding nearly 400.

It is this micro-blog that put the new model of franchisee pformation into the public.

for this, expert analysis indicates that the pace of innovation in the new mode is very great, but the inventory pressure has been pferred to the head office.

However, some people believe that, compared with brands, the cost of opening a direct store is much lower than that of a brand owner, but the terminal control power is almost the same as that of a direct store.

mode interpretation

franchisees do not buy goods only as "salesmen"

the above joint mode is straightforward: the franchisee shops and labor costs, and the head office sells the goods and sells the goods to the franchisees on a pro rata basis.

"How much you sell depends on your own skills. The more you sell, the more you will achieve."

When Mr. Peng went to Jiji children's clothing business for a long time, he recently worked as a promotion project manager in the joint venture mode.

"we expect that our company will use the joint venture mode in the summer season."

Mr. Peng said that Jiyue music was launched in the summer of 2012. It was only for some new franchisees to test the water. After six months' running, a consensus was reached after communicating with the original distributors. This year, the new joint mode has been fully opened.

The biggest advantage of this mode is to reduce the burden of franchisees. Besides the store investment, they need to prepare at least 300 thousand yuan for the purchase of goods. Nowadays, they only need to pay a total of less than 100 thousand yuan for commodity margin and shelf margin.

Where is the biggest difficulty in the process of opening up P mode? Mr. Peng believes that there are no major problems in software management and so on. Most concerned about franchisees' cooperation integrity (franchised stores), they must invest more energy in communication and understanding when choosing partners.

At present, Ji Ji Yue adopts the way of "delivery" every day, the daily battalion returns to the head office, and the company commits the Commission according to the sales proportion.

to further understand the needs of the market, Jiji music will continue the habit of ordering orders in the past.

The theme of previous orders is to persuade dealers to place orders for goods, but now they listen to their opinions and guide their production.

According to Mr. Peng, according to the profit margin of dealers in the past, their return to service ratio is as high as 35%.

In the past, dealers usually took a few points at four points to get the goods. After the promotion, the average selling price was between forty percent off and thirty percent off, and the profit was between 30% and 35%.

It is reported that seasonal children's wear is a listed company in Singapore. It is one of the few brands of children's clothing in China.

to further understand the original intention of the joint venture system, the reporter is connected with Chen Binggao, the marketing director of the company.

"The initial idea is to ensure the flow of funds."

Chen Binggao said, before the agents, dealers or else, the rate of money can not keep up, the situation of "triangle debt" seriously restricts the development of enterprises.

This time, they started the joint venture system and did not rush to expand. They only found 7 provincial agents with terminal control experience in 9 provinces, and then they helped develop terminal franchisees. The provincial agency performance was linked to the terminal performance.

The company's unified control of the Commission's right to call back plays an absolute leading role.

"Every provincial representative needs to make a quarterly development plan, and then develops according to the plan. If it fails to do so, the headquarters can give some penalty.

This is something like Amway. "

Chen Binggao said, because of this, it is very test of the enterprise's production control ability, and Jiyue music has the whole industry chain enterprise from textile to clothing product research and development. If franchisee needs to add a single piece of clothing, it will take 12 days from the order to the shipment, compared with the 45 day of the ordinary enterprise, the production chain reaction speed is fast enough to support the new joint mode.

industry view /p >

big brands do not agree with "dead goods" and can't afford to go .

many industry experts believe that the above joint mode is applicable only to the initial stage of enterprise development, and is not suitable for large-scale enterprises, and the scope of application is relatively narrow.

"This model is not the latest invention in a strict sense, but it is only a retro."

Su Jing, a well-known marketing expert in Quanzhou, said: "a long time ago, some enterprises adopted such methods, but with the growing scale of enterprises, the mode was difficult to adapt to.

It is very simple, from R & D to production, to distribution and final settlement, to be controlled by the headquarters of the company. If the annual sales volume is several million yuan or tens of millions of yuan, it can barely cope with it. If the sales volume reaches 100 million yuan, the order cost of single single season will be enough to drag down the business.

"this mode of association can be traced back to the beginning of the agency system."

Hu Chengchu, executive director and vice president of Li Lang (China) Limited, said, "people tried to make shoes and clothing brands that year, but most of them did not know what to do.

Now that the former joint venture system has been reestablished, it is considered that the old way of wearing new shoes is not enough to solve the difficulties faced by the shoe and clothing industry, and it is also difficult to get the approval of large-scale enterprises.

"first of all, we need to understand a question: who to do.

It is a dealer who spends money on his own business, and of course wants to do business better.

But now, with less investment, a garment pays 35%. Calculating the cost of the shop staff can easily calculate the daily sales of the store. After that, how to sell it will not change the fact that the shop is working.

Agency system, including franchising, is a decentralization of the company's tentacles through the efforts of franchisees to develop, and the current joint system is to re concentrate power.

What needs to be understood is that nowadays, < a href= "//www.sjfzxm.com/news/index_p.asp" > shoes and clothing < /a > enterprises are faced with the problem of increasing volume of unsalable goods before continuously pressing goods to dealers, and this is not simply a change in channel operation mode.

He said, "under normal circumstances, the annual sales of clothing in the season can be between 40% and 60%. If so, each store will have about 40% of the goods delivered to the company. How can the goods be carried? One season, one year, maybe 35 years. According to the current profit ratio, the terminal takes 35%, and the provincial agent takes 15%. Only 50 yuan is left to the enterprise. This part of the cost includes all the manpower and material input in all production sectors, which is quite difficult.

Of course, if the enterprise can achieve the goal of selling products, the above problems can be solved.

The key is how to control the market direction and how to ensure the quick response of production chain.

Now, which companies can do that?

"there are many ways to reform the channel, only the most suitable and never right or wrong."

Yang Ziming, chairman of CABBEEN fashion, said: "like the" Hai Lan home ", it also adopts a joint mode. One side delivers goods, one side shops, the other side makes the brand, and makes money and then profits.

At first glance, it seems that each side has a very small risk. But if you don't make money, who will play with you? No matter how magical your method is, the key is to make money. It's a good way to meet your current stage of development.

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industry background /p >

inventory pressure big shoe clothing enterprise moves .

for franchisees, the biggest attraction of the joint venture system is not to pay less than a few hundred thousand yuan, but rather that "inventory is no longer related to my half price."

in fact, inventory has become the "magic spell" on the development path of shoes and clothing enterprises.

Recently, domestic well-known shoe and clothing enterprises have issued annual reports. It is not difficult to see that the era of arbitrarily expanding the banner of high flags has ended. It is a common theme to rethink the location of products and rearrange the positioning of products.

in recent years, XTEP, Anta, PEAK, 361 degrees, nine men's wolves, seven wolves and so on in the sports brand, many famous brands have offered the magic weapon of "special sale meeting", especially at the end of the year, the sale time and scale and propaganda can be said to be unprecedented.

Not only is the enterprise anxious to digest inventory, but also the government departments are afraid to neglect it. The relevant departments have regarded "digestion stock" as one of the ways to boost the development of enterprises.

At the end of last year, sponsored by the Quanzhou economic and Trade Commission and the Quanzhou Federation of industry and commerce, the Quanzhou textile and clothing association and the footwear industry association jointly hosted the "special sale meeting", which assembled 88 shoe and garment enterprises in Quanzhou, and in a short period of five days, the sales volume reached tens of millions of yuan.

This year, the relevant departments will continue to "digest inventory" as the theme to help enterprises develop.

precisely because the joint venture system appears in the wave of the era of inventory in the shoe and clothing industry, and the main feature is that the franchisees have no stock, so it is particularly attracting attention.

"when we develop the provincial agents, we have written a joint sale scheme at the end of the year.

Chen Binggao said that at the end of the year, the company will hold factory shop activities in various provinces, fully digest the inventory, and local agents need to cooperate with each other. Of course, profits will also be divided.

In order to reduce inventories at the source, enterprises are not only making performance in formulating production plans, but in order to achieve the ultimate sales goal.

In order to increase the volume of civilian routes, the unit price of Jiyue music is much lower than that of similar products.

"A dress sells for 100 yuan, we only sell 50 yuan."

Chen Binggao said, because children's clothing is different from adult clothing, they look forward to selling products at low price in the initial selling season.

exploration .

what else can you do without /p?

the enterprises exploring the path of channel reform are not only happy in the first quarter.

In recent years, with the introduction of the first seven agent wolves, many large-scale brand enterprises have reformed their original agent system.

in order to avoid all the agents at the provincial level who are "highly valued", they only take their own interests into account and affect the overall marketing plan of the headquarters company. Some enterprises have duplicated the mode of the direct branch company, on the one hand, gradually increase the proportion of the direct stores, and on the other hand, they are actively establishing direct branch offices in all important sales areas.

"The advantage of doing this is first of all, to be able to" get the first place on the water and get the first month ", so as to better guide the dealers to do well in the market. Secondly, such" imperial envoy "agencies can well restrict the generation of provinces.

Industry insiders said.

the change of the men's dress in this area is more daring. The business shops all over the country are mainly direct battalions, while franchisees are unified by the management of various branches.

"We never open orders."

Wang Weiwei, manager of the brand department, said that direct stores or franchisees need what products they need. They will arrange the distribution according to the data analysis and the opinions of each store manager.

In the sales process, if there is a store that is out of stock or unmarketable, the headquarters will start a unified scheduling mechanism.

in the field of women's clothing in Quanzhou, Jinyuan adopts the distribution system instead of ordering.

Mao Jinhua, general manager of the company, introduces that there are 700 terminals in the Jinyuan brand, and the company has implemented one-stop management services for the franchisees from the assessment of shop opening, decoration guidance to matching (Supplement) cargo operation, and different distribution schemes and key service contents for different stores.

More importantly, Jinyuan company actually operates every brand marketing shop.

"Scientific distribution products plus scientific management guidance, Jinyuan brand dealers run every quarter, basically no inventory problems."

Mao Jinhua said proudly.

Enterprises under the P line frequently reform channels, and online businesses are also groping for it.

Huang Xiaosheng, the operator of No. 8 bear's children's clothing brand, has developed from online to offline experience shop. He has been looking for a new model that is most suitable for enterprise development.

After hearing the joint venture mode, Huang Xiaosheng said that in fact, this coincided with his previous ideas, but his idea was not only limited to offline joint ventures, but also to online joint ventures, and he planned to finally pave the way for the 020 marketing.

"Offline stores also have concurrent online sales, virtual reality synchronization, and price convergence."

Huang Xiaosheng said that due to the need for corresponding software support, the online and offline synchronous joint mode is still in the process of brewing.