Chinese Clothing Companies Create Brand Merchandising: Please Don't Ignore Me.

Commodity planning poses a greater challenge to enterprises in operation. In the industry, it is called brand. vitality However, even in most mature brand clothing enterprises, commodity planning is still a weakness.

The birth of a garment is based on meeting the brand positioning and meeting the needs of the sales link. Production link All of the two prerequisites need to be carried out closely. In addition, we should also pay attention to terminal operation, such as terminal display and layout. These are the problems to be considered before the development of commodities, and make adjustment plans at any time according to the market changes. This requires a thread, which runs through the whole process of clothing brand operation, and can effectively integrate and guide such links as "sales, production and brand image". The main line is commodity. Planning 。

Liu Yong, a famous fashion designer in China, realized the importance of commodity planning more than 10 years ago. He believes that the planning process should include five major links: overall planning of commodities, proofing of commodities, post integration, mass production and terminal sales. The first three links convey the principle that everything must revolve around the demand for terminal sales.

To make a high quality and high volume commodity plan, it requires more stringent requirements for the organization structure and process setting of an enterprise. If a link is negligent or inappropriate, it may produce a chain reaction, which will have adverse effects on all subsequent links and even terminal sales. For example, in the overall planning of commodities, it is necessary to complete the brand positioning, combing the style of merchandise, collecting and analyzing all kinds of information, analyzing sales, designing themes and elements of each band. The completion of these tasks, based on the need to co-ordinate the responsibility of a highly professional and managerial person, requires timely and effective communication among multiple departments.

To achieve this, it is even more difficult for foreign trade clothing companies accustomed to production management. "The most difficult part of us is to find people and find the right people in every link." Tong Xiaoming said with emotion.