How To Build Fast Supply Chain For Shoe Enterprises

Speed "is becoming a key factor in the competition of clothing and footwear enterprises.

How can local enterprises improve their response to market demand?

It takes only half a month for a pair of shoes to be listed from the definite style to the market, and the time required for clothing is shorter.

How did this work?

What are the clothes sold in stores that do not replenish goods?

　　—热风的“买手模式”

Fashion week in Paris, New York, Milan and London usually releases the latest fashions six months in advance.

For most fashion companies, they take months to turn design into finished products.

Take a skirt, for example, after the designer has finished the design, the fashion company needs to complete the raw material purchase, printing and dyeing, fine weaving and fine embroidery, and then enter the production and pportation links, so the cost can be imagined.

But the skirt may reach the high end shopping mall, and the shops next to it are hung with styles and materials that are very similar, but the price is much lower.

"Buying model" to make foreign things serve China

The barrier of Pyrenees seems to make Spain far away from the fashion center of Europe.

But in recent years, the fashion industry has been blowing up a "Spanish tornado". A group of fashion brands represented by Zara quickly swept the world.

The main reason why such brands can grow in a short time is that they have many fashionable smelling buyers all over the world.

Buyers collect fashionable styles and fashion elements all over the world. They are rapidly processed into garments through imitation and minor modifications, and are pported to customers from all over the world through their fast supply chain system.

It takes only 12 days to design and sell Zara.

Driven by "fast fashion", a fashion that people look at in Paris fashion week may appear in Zara stores in less than two weeks.

While Zara is rising, the elegant and lengthy traditional fashion design and supply methods are being abandoned.

After studying the clothing industry, Lang Xianping found that the success of the newly rising enterprises after 2000 is not innovation, but a rapid response to the market.

GAP in the US and UNIQLO in Japan reached their peak in 2000, but by 2006 they were overtaken by Spain's INDITEX group (with Zara brand) and Sweden's H&M.

"Less money and more economies of scale" has been a common feature of GAP and UNIQLO. Now they are starting to change and speed up the reaction.

Now that "speed" is becoming a key factor in the competition of clothing and footwear enterprises, how can local enterprises improve their response to market demand?

The practice of hot wind brand chain management (hereinafter referred to as "hot wind") is worth seeing.

Although compared with Zara, the hot air which was founded in 1996 has a considerable gap in terms of enterprise scale, reaction speed and meticulous management, but it also relies on "buyer mode" operation.

The hot wind does not have its own factory, even a fixed plant, using the resource advantage of China's huge clothing and footwear production base (2478.297,67.54,2.80%, bar), through the buyer to collect fashion styles and products, and then order directly to the factory to achieve a rapid response - less than 15 days in terms of clothing.

As we all know, China has a wealth of costume design and foundry resources, but there are few achievements in the field of brand. It is often the manufacturing enterprises that give others the OEM and the retail enterprises to act as agents for others, or else the two or three line brands plus street stores.

Against this background, the hot air buyer mode provides new experience.

　　紧追“时尚”

Hot wind is a retail chain enterprise with its own brand. It mainly deals with fashion shoes, and specializes in outdoor sports shoes, fashion, casual wear, bags, outdoor tourism products, etc. the product line is very rich.

All these products revolve around a common position: fashion.

Customers can always find the most popular fashion elements in the stormy stores.

New and unique design styles, personalized materials and accessories are all chips that motivate fashion people to shop.

Positioning in fashion means adapting to the critical and capricious changes of the target audience.

More importantly, we must occupy a leading position in the speed of updating products, otherwise the same or similar styles will soon appear on the market.

This is a very big challenge for traditional fashion enterprises.

The hot air of chain stores can also catch up with fashion and create brand personality by buying the popular styles.

Due to the existence of a large number of foundries, hot air has not encountered bottlenecks in production. Finding the most popular products is the buyer's experience and vision.

There are 8 buyers of hot air at present.

At ordinary times, they come into contact with fashion news from fashion magazines, pictorial, TV programs, exhibitions and fashion shows, so as to grasp the prevailing fashions and varieties and the trend of next season. Sometimes they also go to department stores and brand stores to find inspiration and catch consumers' interest in buying.

These people spend half of their time attending exhibitions and ordering meetings, patronizing the wholesale markets of clothing and footwear, communicating with suppliers, analyzing the data in the other half, understanding the sales situation of the products they purchased, and observing the customer response to the stores to improve them in the next purchase.

Whether a pair of shoes or clothes will sell well in hot air stores will largely depend on whether the buyer's work is in place and whether he can find a unique product or style in such a large market.

Chen Xin, the founder of the hot wind, is an old buyer.

Before he founded the hot air, he was a quality manager of a shoe company in Guangzhou, and was later sent to Shanghai to open up the market.

Chen Xin found that there was a big gap between the company's products and market demand, so he simply resigned and started his own business. He opened a small shop on the Huaihai Road, and procuring from Guangzhou and other places some cheap and high-quality foreign trade shoes sales. It was in this process that he built the own brand of hot air.