Purchasing Analysis of Clothing Stores
How can a store attract consumers in a lasting way? The first thing that clothing dealer owners have to consider is the factor of store goods. Because the goods must first meet the needs of consumers, consumers can enter the store to buy goods. It can be seen that the successful procurement of goods is an important condition for the success of clothing stores.
Now, more and more clothing brand companies have implemented the order system (some even buy out the order system). By holding order meetings several times a year, agents and franchisees can choose the goods themselves and pay the deposit in advance. Organize production according to the order quantity. For agents and franchisees, the order system is far more risky than the previous distribution system (or distribution system), because it tests the dealer's own vision and ability to see, select, and organize goods. Good ordering and reasonable ordering means that both display and shopping guide sales in the store will be more effective with half the effort, thereby creating high performance; otherwise, vicious inventory will be generated, which will put huge pressure on store operations. However, while the order system brings high risks, it also has some advantages. For example, agents and franchisees can selectively order goods according to their own sales capabilities and local market conditions, so that they can sell more effectively; Since the product information such as style, color system, collocation, structure, etc. is known when participating in the order, it can be well known when it is sold.
However, due to the limitation of experience, ability and vision, clothing dealers are often prone to blindly ordering, conservative ordering, following trends, and pursuing popular styles in actual orders. By analyzing these four common misunderstandings and providing corresponding countermeasures, this magazine hopes to help clothing dealers adjust their thinking and realize scientific and reasonable orders.
Misunderstanding 1 Blind ordering The so-called blind ordering means that the dealers order without any basis. This situation often occurs in some agents and franchisees who are engaged in clothing agents and have not joined for a long time. Because they do not have previous sales experience and any product information in previous years as a reference, they completely rely on personal vision and feeling to place orders, resulting in The order quantity is unreasonable, and finally there is a shortage of stock or a backlog of inventory. Some dealers do not rely on any data when ordering - whether it is precise data or vague data - completely rely on the "three-beat" mode to order: start to shoot the head, order according to intuition, and when others doubt, just shoot the chest Guaranteed to be no problem, at the end of the season, in the face of a large backlog of goods, I can only slap my butt to regret my previous judgment. At present, the competition in the clothing retail market is particularly fierce, and it is no longer an era when you can make money by blindly ordering.
1. Reasonable target analysis
The purpose of ordering is to sell, so you must set a sales target before the order meeting, that is, how much you expect your store to sell in the next year (season). If this goal is set unreasonably, it will directly lead to unreasonable ordering and unreasonable inventory, which will not only lose the profits that should be earned, but also drive customers to your similar competitors.
So how to set a reasonable sales target? Some people will say that it is enough to refer to the performance of the same period last year, and order as much as the previous quarter sold, or make discretionary adjustments based on inventory conditions and sales. But it turns out that relying on such a sales data (or quantity) alone cannot make a reasonable goal, and some scientific calculation methods are also needed, such as the naive prediction method, the square meter efficiency method, the inventory turnover rate method and the number of visitors and the unit price law, etc. In particular, the first two calculation methods are very simple and practical. The naive forecasting method uses the previous period’s value as the forecast basis. The calculation formula is: business target = performance for the same period of the current year × (performance for the same period of the current year ÷ performance for the same period of the previous year). The square meter efficiency method is to calculate the sales target according to the sales performance generated by the actual sales area per square meter of the store.
Of course, the calculated number is fixed, and if you want to improve your performance, you must also consider some actual factors, including the growth point of your store. If it is a multi-store operation, in addition to the average efficiency of a single store, you also need to consider The average efficiency of multiple stores, and the development trend of each store (in the growth period, stable period or decline period). In this way, by adjusting the average number up or down, a reasonable sales target can be calculated.
Therefore, for stores that have operated for more than one year, calculate the average average effect based on the sales performance and store area of the previous year, then calculate the theoretical sales performance, and then multiply the average growth rate of the store to be a reasonable sales target. For a new store that has just started operation, you can refer to the average average effect of the entire brand, and then multiply it by the store area, which is your sales target.