Quanzhou Children Shoes Enterprises Encounter Inventory Pressure
A few days ago, a well-known children's products company in Quanzhou was responsible for the sale of the telephone. Distributor The phone almost blew up his cell phone.
"We will give you maximum policy support. The most urgent thing is to suggest that you do something quickly.
Promotion
Part of digestion
Stock
"!"
Most of the region entered the winter half a month earlier this year.
On the face of it, the uncertain factors of "no autumn to winter" triggered the inventory problem of enterprises in advance.
However, the inventory problem of children's products companies seems to be more than just "no autumn".
According to insiders, this year, Quanzhou
Children's shoes
It is common to try to integrate footwear and clothing, but due to lack of experience in children's clothing market, improper scheduling, plus the periphery of brand price war.
market
Factors, inventory pressure has become a knife hanging on the head of children's products enterprises in Quanzhou.
Fortunately, the majority of children's shoes enterprises have taken positive measures to ensure maximum inventory control and ensure the normal operation of the next round of ordering, payment and new products listing.
It is not a disaster caused by "no autumn".
For the weather factors that have no autumn in winter, most children's shoes enterprises believe that children's shoes and clothes are usually more distinct than adults' shoes and clothes in general seasons. In addition, compared with adult shoes and clothing, children's shoes and clothes are usually sold in the market in August, so there is relatively less sales in autumn.
From this point of view, "no autumn" seems not to be the promoter of inventory increase for children's products enterprises.
In the industry view, the majority of children's products enterprises in Quanzhou increased inventory for another reason.
Inducement 1: brand awareness is not enough.
Even in autumn, shoes are divided into early autumn and late autumn. For early autumn shoes, almost all enterprises will produce a layer of cotton and two layers of cotton shoes for customers to choose.
Dai Cai, general manager of Xing Xing children's Articles Co., Ltd., I think, it is precisely because the seasonal changes of children's shoes are particularly bright, and the demand for pitional season styles is too much for the thinning and thicker. But since the sale time of this part of the products is only about a month, the enterprises do not recommend the ordering at the ordering meeting.
As for the inventory problem, I think it is mainly due to the increasingly fierce competition in the market of children's shoes this year.
At present, the brand awareness of Quanzhou still lacks a bright spot, and it can only drift against the tide and fall into a brutal price war.
"You have a spokesperson, I also have a spokesperson, you have the style, I basically have, Wenling many children's shoes wholesale price will not exceed 20 yuan.
At present, Jinjiang children's shoes, which are mainly middle and high-end, are not comparable at all. "
Dai Cai said that I was very helpless, and homogenized products could only enter the price war, which is the fundamental reason why inventory is difficult to digest.
Inducement two: market trend forecast is not allowed
The increasingly fierce market competition and the pressure of brand upgrading have forced the pformation of Quanzhou children's shoes industry to the "comprehensive children's living hall", forcing them to continue to integrate resources and enrich product categories: from the horizontal integration of leather shoes and cloth shoes into footwear integration.
"Children's clothing is still not up? The answer of the industry is positive.
In the industry, the integration of shoes and clothing wind is fierce, Quanzhou children's shoes also decided to conform to the trend of the times, on the basis of children's shoes, horse clothing.
However, there is no lack of lessons in the industry at any time, and the inventory caused by the integration of shoes and clothing is the most direct reality, especially in clothing projects.
Xue Liang, marketing manager of wing Gao (China) Co., Ltd. admitted.
In fact, according to industry sources, due to the attempt to integrate shoes and clothing business mode, some of the children's shoes enterprises in Quanzhou are currently in the distress of clothing inventory, and the main reason is that the market trend is not fully grasped.
Chen Huaiyu, the brand manager of Fick shoes and Clothing Co., Ltd., told reporters that especially when children's shoes enterprises were just wearing leather shoes and clothing, they did not have practical experience in the operation of unfamiliar items such as clothes, especially in the fast changing seasons of clothing.
She said she once found a customer in the western market actually hung out six clothes, but only with a pair of trousers, how can it sell well? At this time, the attitude of the enterprise is very important.
Through the improvement of enterprises' quarterly products and the continuous running with agents, they can finally grow and grow.
Inducement three: lack of reasonable exchange rate
In the wave of resource integration in the children's shoes industry, the industry also raised its own concerns.
"Is the policy of Quanzhou children's footwear enterprises unlimited supporting the cause of a large number of stocks?"
At present, the brand of children's shoes in Quanzhou is still dominated by agent franchised stores.
The manufacturer has a certain rate of return for franchisees.
The replacement rate varies according to the distribution system and order system.
And the lack of reasonable exchange rate is also an important reason for increasing the stock of brand enterprises.
The distribution system refers to all or most of the styles designed by the manufacturer, and the franchisee has no option.
The order system is the clothing required by the franchisee according to the sample provided by the manufacturer.
For the distribution system, the pressure of manufacturers is relatively large. Generally speaking, there is no replenishment, the franchisee can retreat completely; the replenishment section, the franchisee has a 20% exchange rate.
There is no return for the order system, but there are more than 10% replacement rates.
By the end of the season, the clothes returned will become the manufacturer's stock.
"However, Quanzhou children's shoes enterprises have entered the stage of tackling terminal resources. Therefore, agents and franchisees are often given more preferential support. It is not possible to move products from the manufacturer's warehouse to the terminal of agents."
Kat Ding (China) Co., Ltd., director of marketing, coke Yuan said with emotion.
In the actual sales process, the centripetal force between the company, the general agent and the franchisee is fragile, and the lag of one link in the marketing process which is closely related to the development of goods and logistics cycle is changed into mutual antagonism and shirking responsibility.
The cruelty of the current situation is that the company, the total generation and the franchisee are blindly prepared for the passion for future development. Due to the poor channel, the homogenization of goods and the inaccurate delivery cycle, the inventory of goods in autumn and winter in 2010 is much higher than that in previous years. This leads to a series of closely related capital chain problems, and even the product development and terminal expansion in the coming year will be red.
Effect one: enterprise capital chain is not smooth.
Cheng Liang, marketing director of leopard children's products Co., Ltd., said that the problem of capital chain caused by inventory is serious enough to cause enterprises to have to tighten their money supply and reduce the proper support strategy for the market. Once the stock accounts for more than a certain proportion, it will become unmanageable. In this way, it may be difficult to fill the inventory deficit with 50% of the annual sales return.
At the same time, the general agent is short of self - digestion because of its high inventory pressure, and the head office is unable to give corresponding effective policies and guidance to help them digest themselves because of inventory pressure. The result is that it is difficult to collect debts on behalf of foreign companies, capital is stuck in goods, and new debts and new capital are not needed.
As a result, many of the two or three line manufacturers were forced to suspend cooperation with the enterprises due to the fault of the capital chain, or to suspend business, or to sell their stocks at low prices to support their company's survival and find other opportunities.
Effect two:
Problems of upstream and downstream industry chain
Raw materials and accounts can not be refunded, enterprises need to strengthen product research and development, production, stabilize the listing cycle to appease the total agent, but now, all financial pressure must be borne independently.
"For us, the brand of small and medium sized enterprises with long history and insufficient capital reserves is just like the last straw that has crushed the giant wheel," Ma Defeng, marketing director of Mingwei shoes and Garments Co., Ltd.
For example, he said, at the end of the year, the general agent will definitely offer a discount on inventory to ease his losses, but the company is already unable to fulfill it. As a result, the cooperation between the general agent and the company and loyalty will be irremediable harm.
Therefore, the huge inventory pressure has made the enterprise lose the normal cycle of upstream and downstream supply and sale, and also lose the ultimate combat effectiveness, and even need more market promotion, expansion and maintenance funds to return to the front line.
Effect three: impact on product mix in the coming year
Inventory goods are not just products, but all kinds of commodities have a certain proportion, which will lead to misleading business plans and product mix judgments in the coming year. The development department is unable to find out a series of commodities and high-end goods with the unique style of the enterprises. It is very easy to re develop the research idea of big and full.
"There are products in the market, we all have, and we have to innovate, so that the cost of research and development has been greatly increased, which has brought about an increase of 2-5 yuan in production costs, and has led to a rising trend in the chain of factory, wholesale and retail prices, thereby losing the pursuit of wage earners in the main consumption groups, and turning to other brand names that are more cost-effective than those of other brands. Thus, the pace of quantitative change to qualitative change needed by enterprises to build brands will also be significantly slower than those of other brands with good control."
Lv Fuqiang, who has served as vice president of the brand in Haixi children's shoes and children's clothing business, said.
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Inventory reduction easily overwinter
Reporter observation
Inventory reduction easily overwinter
The enormous pressure of inventory has forced every enterprise to go all the way through the Eight Immortals crossing the sea. Several happy families are worried about it. The brand that can successfully recount the funds owed outside the crisis in the crisis marketing and will survive the winter will surely be the main force in the coming year.
The inventory problem of autumn and winter in 2010 reveals the weakness of many enterprises such as team building, marketing strategy, market segmentation, terminal maintenance, total generation management and guidance.
I think the way to success is to strengthen the management of the internal management and the professional managers' training in the middle and high level, and reconsider the routines of spokesperson, advertising, building monopoly and selling products, so as to find out the unique selling points and brand appeals of their enterprises and tailor them.
For example, if we divide the market and subdivide the commodity mix, the churches will always make monthly repayment plans and goods cycle schedules, and turn the order into a scientific and orderly corporate behavior.
In 2011, we hope that under the scientific order, the children's products industry in Quanzhou will be able to travel lightly and develop their exclusive monopoly roads. The ancestors will occupy the Limited shop resources step by step, and use the terminal and price to attack the latecomers.
The pressure brought by inventory is the same for every enterprise.
Whoever can get rid of this pressure as soon as possible will be able to travel lightly in the increasingly fierce market competition.
It is gratifying to note that several large scale children's products enterprises in Quanzhou have begun to try various ways to minimize the pressure brought by inventory.
Fick: foreseeable order
It is reported that this year, Shenyang and Harbin entered the winter half a month in advance. According to the weather forecast and other comprehensive information, autumn this year is particularly "short".
According to the experience of long term orders, Fick did not place special emphasis on the number of orders in autumn. Compared with the early autumn style, the selling period was only a short month. Fick did not advocate more customers, but guided the customers to prepare for the late autumn and winter products according to the local market conditions and weather factors.
In order to ensure that the winter money will be available as early as possible, Fick directly cut off 50% of the autumn orders for customers to ensure that the winter money is scheduled to go public.
Let's try some spot orders.
According to Dai Cai, I have introduced that once the inventory is still incomplete and even very weak, the sales promotion activities are difficult to start, so we still need to take precautions against them.
For example, under normal circumstances, a children's shoes brand originally had 50 customers, of which 40 were relatively stable customers, and 10 were floating customers.
Because the children's shoes industry is still in the loose batch status, in fact, these customers do not have the bottom of their orders when they place orders. They do not know what style to set and how much quantity they are suitable for. If the order is more successful, then they can earn money. Otherwise, they will be a stock of stocks. Next year they will not come back to your brand again. The rate of customer churn is high. It has always been a stumbling block in the pformation of children's shoes monopoly system.
Because of this, on the one hand, to stabilize the customer base, on the other hand, to speed up the pformation of monopoly, and to start small quantities of spot goods, if the market reflects well, and then continue to make up the supplementary order, the enterprise can go on the spot to reduce the inventory virtually.
Leopard: India Market
Leopard has become the leading brand of children's shoes in India. 80% of retailers know that the brand of leopard has won the recognition of India children's shoes market.
Its image of high-end children's health products has already penetrated into the hearts of foreign customers.
According to reports, in order to ensure the supply of domestic brands, leopard has basically stopped exporting products.
If there is a stock problem, leopard will have the ability to quickly digest the inventory and return the funds through the way of export sales.
However, leopard also said that if we want to keep the inventory within the controllable range, we need to further strengthen the product mix of the north and south market, that is, effectively control the inventory within 5% according to the local market channel and the company's sales plan, through scientific guidance, ordering and strengthening the terminal team building.
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