The Third Rule Of Buyers: The Buying Hand

　　 order goods The secret of

Obviously, style collection can directly buy sample clothes in the market, select from the styles developed by OEM manufacturers, combine styles with designers, and cooperate with external parties designer Cooperative development.

Yao Xiaoyun said that after the first sample was modified two or three times, it was confirmed at the purchase meeting, and then the manufacturer made Sample garment The sample can be sealed after the buyer's confirmation.

The sealed sample is the standard sample clothes that the buyer and the seller will accept the large goods in the future. One is kept by the buyer and the other is returned to the factory as a reference for the production of large goods.

In addition to developing products together with designers, buyers should investigate and evaluate the suppliers of Seven Wolves and establish a retail price system.

As a result, "there are seven months in a year to fly around the world to communicate and negotiate with suppliers from all over the world." Many Chinese buyers say so.

It also includes buyers of hot air, who spend half of their time in the wholesale markets of clothing and shoes to communicate with suppliers.

Juliet, the buyer director of Kookai Company, is talking with the supplier whenever she is in the office. At this time, as a buyer, she discusses the price, delivery date, size, quantity, order details, payment method, etc.

"Negotiation" is the theme of Zou Lin's work.

She serves a large sporting goods franchise enterprise in Europe and is responsible for the purchase of hiking shoes.

"The price of raw materials has risen abruptly. We split the previous large orders to avoid suppliers raising prices too much at once," said Zou Lin.

"If the profit is less than 10%, the supplier would rather not accept the order." So she spends more time on negotiation skills. If she talks about the price, she will choose the supplier's office; If it is about new product development, she will go to the supplier's factory.

Now, she gets up every morning to check the raw material market and the inventory of stores around the world, so as to improve the next purchase.

Every season, hot air has an important communication to determine the purchase plan for the next quarter, mainly to reach a basic consensus on the trend, overall quantity and budget.

After they like the style, they negotiate directly with the manufacturer.

Then determine the product style, raw materials, price, quantity and delivery time with the manufacturer, and supervise the production progress and product quality.

After the completion of the manufacturer, it will be directly transported to the hot air stores and distribution centers by professional logistics companies.

In this way, depending on the buyer to directly connect the supplier and the sales terminal, the product launch process is shortened.

In this process, the dealers of Armani, FENDI, PRADA, LV, etc. play the role of buyers. They do not have to obey the requirements of the headquarters and have the right to choose their own goods.

By virtue of their mastery of specific markets, they buy products and sell them in sales channels.

"Brand should help dealers become buyers so that they can have a clear target when ordering," said Yang Dayun, president of United Times Enterprise Management Consulting (China) Co., Ltd.

This is one of the key points of Chinese brand development.

"At the beginning, they often made mistakes. There were fewer good sales and more bad sales," Zhao said.

Zhao Na is an agent of a clothing company in Shanghai in Guangzhou. She not only needs to make her own purchase plan according to the local people's aesthetic tendencies and dress habits, but also the sales volume, customer flow, turnover and other data of the store.

With trial and error, she became more experienced in ordering.

And "Kaixiya" launched the buyer system.

The reason for this is that the franchisee originally selected several pieces of a style and placed an order once the clothes sold well, but the peak sales period may have passed.

However, "there is still a long way to go before the franchisee can become a real buyer." Wu Lifeng, general manager of Beijing Kaili Garment Co., Ltd., said that if she found that the franchisee's selection was biased, she would make suggestions.

For this reason, 1/3 of the franchisees of follow-up goods are ready and promise that their goods rate is enough to offset the risk of goods shortage, so as to cultivate their franchisees' ordering ability on the basis of solving their worries.

Indeed, "a brand may have thousands of styles, and if the buyer miscalculates, it will bring huge inventory," said Wang Yueyan, director of marketing operations of Zhonghe Fashion Vocational Training Institute.

Obviously, in the terminal store, goods are the core of operation. If the goods are not ordered well, no matter how good the shopping guide or comfortable the shopping environment is, it will not help.

Therefore, it is necessary to avoid mistakes such as insufficient orders, blindly following the trend, and pursuing the best products, especially the product mix.

This requires an overall grasp of product positioning.

On this basis, Wang Shiru believes that every order needs to be improved on the original basis.

This mainly considers two levels: before each order, the buyer needs to carefully analyze the market needs and fully understand the popular styles and colors; And focus on determining the main sales amount.

"It's really difficult. Sometimes we have to order some products with strong brand sense and exaggerated style. Although we know that these products are basically not marketable, they still need to be used for store display to enhance the brand sense," Cate said.

"Being a buyer is not smart at all, let alone easy." Wan Jing, the general manager of a clothing company, said that when placing an order, her mind still needs to run at full speed, not only to analyze the goods, but also to classify and sort them carefully when she comes back. Otherwise, buying too much will cause backlog; They bought less and didn't have enough stock.

Huang He, as the agent of HAPPY's 2ND brand, "Every season (February and August) is the time when I feel the greatest pressure, which means whether the goods I choose can be recognized by the market."

Obviously, buyers can't buy according to their own preferences.

In September 2006, the fashion women's wear brand FRIST VIEW was launched, which is the third women's wear brand of Zhejiang Qiushui Iren Clothing Co., Ltd. The company began to plan the operation mode of buyer system.

However, when the company recruited several "buyers" and operated for half a year, the buyer system slowly died.

The reason is that buyers only purchase according to their own preferences.

"You must have good taste," said Chen Yujia, the owner of the clothing store. At the beginning, her orders looked good, but it was difficult to sell. She often oversold.

Now, she usually doesn't wear tight clothes. These clothes are very specific and look good, but few people can wear them.

In addition to vision, experience is also essential. We need to see people as well as the weather.

For example, "there are many hot days in Guangzhou, and business is weak in a few months. If too many thin clothes are imported, the weather will suddenly become cold and the goods will be overstocked."

Studying the local market is also the main responsibility of the buyer.

Wu Chen felt that Beijingers like the flowery style, while Shanghainese prefer the light plain color.

"The buyers are left-handed design and right-handed market," said Li Yongru, a buyer who has served CK and other brands.

Once, Yao Xiaoyun was going to buy a skirt with embroidered beads, but the supplier quoted a cost price of 20 pounds, which was more than consumers could accept.

As a result, they communicated with the supplier repeatedly, reducing embroidery and bead pieces, and finally reducing the price to half of the original.

More importantly, "every brand has its own positioning, and we should be very familiar with brand positioning," Yao Xiaoyun said. "This requires a series of scientific analysis and statistics, combined with previous sales data, and market experience to decide to place an order.

Huang He has to do a lot of preparation before each business trip, such as budgeting and reviewing the sales of last quarter.

Merchandiser Joy of CHLOE China said that she spent part of her time in the store and part of her time studying data in the office.

"The biggest difference between good buyers and bad buyers lies in the data analysis of commodities," Shao Ligang said, which includes external information, internal commodity data analysis, and reasonable sales targets.

"Buyers must find problems from historical data. What is the reason for good sales and what is the reason for bad sales? Without understanding the reasons, they cannot seize the next sales opportunity and avoid mistakes in future business activities." Shao Ligang said.

Ivy, who has been immersed in the fashion industry for 18 years, feels that his work is a bit like a gambler, and his judgment should be based on experience, digital analysis and a keen sense of smell.

In fact, "this is a very careful job, because most of the time we deal with numbers".

But only in this way can we "very clearly know when, how and at what price we should buy clothes, and then at what time and at what price we should sell them," Wang said.

Selling is the real goal of the buyer.