Explain how clothing brands deal with stocks

Each garment company has its own ability to carry out brand development and promotion, and compete for its own place. However, no matter which consumer level is located, the brand will face the same problem - inventory, which is inevitable to be met in the sales of clothing, but also can not be avoided. The key to solving this problem is to get rid of inventory as soon as possible, circulation of funds, to avoid it as a stumbling block affecting brand development.

Nowadays, the most commonly used methods for clothing brand operators to clean up inventory are the following: First, discounts in their own stores; Second, discounts in franchise areas of their own brands in large shopping malls; Third, set up their own brand specials franchise Stores, unified sales of inventory goods; Fourth, the inventory of goods sent to discount clothing store sales. How are these methods better than others? Let's compare them carefully.

First analyze the first two. Whether it is in its own specialty store or in a franchise in a shopping mall, it will attract many customers. However, new products and discounted goods are sold in the same district, and the price advantage of discounted goods will inevitably affect the sales performance of new products. As time goes by, it will enter the embarrassing situation where new products are introduced by few people.

The brand operators were forced to discount new products in the short term for circulation funds, and new products soon became falsified products, which seriously affected the profitability of the products. The economic benefits brought about by the launch of new products cannot compensate for the development investment. Everyday discounts will also leave consumers with a negative impression and lose the original consumer group; this discount can only become a big discount to the brand image.

Therefore, we must select the latter two sales methods in order to deal with inventory in a timely manner without damaging the brand image. There are many famous brands that have opened franchised stores specializing in their own discounted products, which have solved the above problems to some extent. However, this kind of ability and financial resources are not owned by every brand, and this kind of sales is, after all, a small-scale, small-scale operation and is performed as a "sideline business" of enterprises, so the effect is not necessarily satisfactory. This is also the reason why this model has not been widely adopted.

Discounted franchise stores are relatively new business models and concepts relative to the previous forms. In the past one or two years in Beijing, there have also been several discount stores known as “special sales venues”, such as the “Top Goods Discount Square” on the fifth floor of Gongmei Building in Wangfujing, the Sogo’s Sogo Meeting Point, and the Children’s Store on the fourth floor. Among them, “Top Product Discount” is also a discount store with the most distinctive franchise-name brand clothing that simultaneously holds high the banner of “brand name” and “discount”:

The proliferation of these discount stores on the one hand shows that it meets consumer demand for consumers. On the other hand, it also reflects the operating needs of the majority of clothing brands in the factory. First of all, a clear market positioning makes discount stores more energy and the ability to specialize in the sale of discounted goods. Therefore, they are more experienced in advertising and organizing sales activities than Jingpai himself, which saves time for the brand operators to gradually explore the factory themselves. , thus putting more energy into the operation of new products. Second, discount stores have a relatively large area and size that can lead to better sales performance.

In foreign countries, there are also some well-known brand-name special markets at the suburban highway hub. The brand-name clothes that have just passed the season are quickly sent here, and they are concentrated and dealt with as “special deals”. There are also many people, and everyone is very reassuring about the quality of the goods, and in Beijing, taking Shangpin Discount Plaza as an example, its store area is about 1,700 square meters, which is one of the larger scale in the capital. In the stores, there are always many discount products sold by famous brands at the same time, which brings followers of different brands, expands the source of customers, and plays a role in promoting each other and stimulating each other. Seasonal and consumer demand for consumers regularly organize themed sale activities for different categories of merchandise, further stimulating consumers’ desire for brand-name discounts, and it is worth considering that discount franchises such as “superior discounts” are in operation. In particular, China pays special attention to lowering costs for brand managers, reducing unnecessary expenditures, and striving to supply the time and method of payment. To offer concessions, the suppliers with minimum expenditure, to solve the biggest inventory.