You Will Be Included In The Brand Development Plan This Year.

< p > at the end of last month, at the 2013 autumn and winter ordering meeting of the precious bird (China) Co., Ltd., the single store order was included in the brand development plan of this year.

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Prior to P, the concept of "retail" was constantly mentioned in the annual reports of major sporting goods companies.

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Less than P, after years of brand wholesale, local sporting goods began to rearrange sales patterns, trying to advance to higher brand retailers.

In the process of entering, "single shop order" has become the entry point for many sporting goods companies.

From extensive brand wholesale to more sophisticated brand retail, a big change is taking place.

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< p > < strong > store manager is the breakthrough point < /strong > < /p >

When p lights up, Ren LAN is shuttling in the showroom of the ordering society.

He is a store manager of a sporting goods company, "a href=" //www.sjfzxm.com/news/index_p.asp "Zhangjiakou" /a "a commercial street shop. So busy, because this order will be entirely responsible for ordering the shop in her own, which makes him have to think twice about ordering each item.

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< p > before a person takes on a store's order task, Ren LAN first took part in the training of several terminal stores, and then concentrated on the product training course. He used Ren Lan's saying that he knew more about the consumption situation of the market, and could also pick out some of the explosions, but his own order was still not enough: how to make a detailed ordering plan for a store according to the store form and historical sales data, he admitted that he could only try it.

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The idea of < p > Ren Xiaolan is, to some extent, the inner portrayal of most store managers.

Each store manager knows his mind about which products sell well and which are not sold well last year, but still needs the guidance of the head office in anticipation of the future sales market trend, especially for the new products and new technologies of each season.

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< p > in the implementation of single store orders, these store managers, retailers, franchisees, and county agents are more aware of the needs of consumers than provincial agents. In fact, many "low-level" dealers themselves are managers.

In this way, it can really be guided by market demand, but it is also accompanied by a host of problems: how to integrate historical data with changing market conditions, and how to help a single store make a pre order ordering plan? How to enhance the control ability of store owners or single store franchisees to the overall ordering of goods? These are still trying to adjust, but now the major brands give the answer: first, activate the store manager.

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< p > the head office pushed the store manager to the front row of the order terminal, and the head office, branch company and even the provincial agent (dealer) were ready to serve the store manager.

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< p > Ren Xiaolan's company said that in order to better implement the single store order mode, the company has strengthened the training of the franchisee buyer (shop manager), fully explained the performance of each product, enhanced their prediction and planning level for the market sales, promoted the refined single store order mode, and gradually optimized the order structure of the franchisee.

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< p > > while you are on the order, you especially emphasize that the implementation of single store order should start from the following four aspects: reasonable promotion of < a href= "//www.sjfzxm.com/news/index_h.asp" > inventory < /a >, commodity management, sales dynamics and holiday promotion, helping single store managers independently formulate more orderly commodity plans, for example, in terms of the width and depth of the structure, as well as listing band and promotion progress.

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< p > < strong > through single store order, strengthen large retail sales < /strong > < /p >

< p > "single store order" is the beginning of the pformation of brand retail, and the life cycle issues behind the products concerned by the enterprises are from production to sale, from the original brand wholesale to the brand retail nowadays.

For the sporting goods industry, although it has just started, it can not show signs of recovery, but at least it will play a strong role in the future of the industry. A scientific and rational way of development will bring the spring of recovery for enterprises.

When it comes to single store orders, the industry personage < a href= "//www.sjfzxm.com/pioneer/ > > Hou Lidong < /a >.

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< p > in many industry circles, the implementation of single store order is only a microcosm of the brand retail pformation campaign. Under the background of the continuous decline of orders and the difficulty of cleaning up inventory, how to find a breakthrough for local sports brands is imminent.

This can be seen from one or two major sporting goods brands.

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< p > Lining pointed out at the annual report conference that the main task of 2013 is to clean up the stock, adjust the business mode and strengthen the retail business.

Anta also believes that the existing "brand + wholesale" mode is difficult to meet the market demand. In the future, it will pform to a retail oriented business mode, from the pursuit of order growth to the single store revenue.

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< p > Ding Shizhong, chairman of Anta sports board, said that the past development mode was to first advertise, to make the brand and sell the goods to wholesalers.

In the retail mode, it is necessary to consider the situation of distributors under the jurisdiction of the shops. The demand of stores is more important than that of wholesalers.

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For this reason, PEAK set up a terminal operation management center at the beginning of this year, guiding P terminal to be scientific, standardized and timely to make marketing response according to the market changes.

The 361 degree helps retailers improve store efficiency by providing training to retailers, providing upper allowance to improve store display and shopping environment, and promoting e-POS (retail terminal electronic enterprise resource planning system).

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< p > under the condition of economic depression, we should speed up the brand retail management system to improve. Besides effectively controlling inventory and increasing sales volume, we can also analyze the market and brand information in a unique way, formulate a feasible market plan, and accurately provide brand new product market research and development orientation.

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In the competition of this brand retailer, from the wholesale business model which was highly dependent on the past to a more retail and seller oriented retail business mode, who can take the lead in the first time, who can take the lead in recovery? As the key sports CEO Zhang Qing said, in the big pattern of brand awareness, the pition to a closer marketing mode to consumers is only a matter of time.

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< p > the implementation of single shop order has raised a lot of requests for all participants.

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< p > < strong > expert eye < /strong > /p >

< p > < strong > Liu Jinping: system engineering construction single shop order < /strong > < /p >

< p > in Shanghai heart marketing brand planning Co., Ltd. Liu Jinping, founder of dairy theory, single store order has become an efficient and precise ordering mode, and is also a trend of future orders.

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< p > the single store order way starts from the actual demand of each shop, uses the scientific category management, pays attention to the product life cycle, thus reduces the stock backlog, speeds up the capital turnover.

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< p > in addition to being able to grasp the terminal more accurately, the single store order is an important foundation for improving the profitability and retail management ability of a single store. Therefore, it is necessary for the company to pay close attention to the changes in key indicators such as the ratio of goods to goods sold and the selling rate of chain stores, so as to enhance the merchantability and quantity of the futures products and the accuracy of the categories, further enhance the accuracy of the outsourcing production and the response speed of the supply chain, and plan the quick replenishment mechanism for the seasonal goods according to the market demand, and gradually reduce the proportion of the futures order orders in the whole year's product sales, so as to promote the single store order to be more efficient and precise.

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< p > it is worth mentioning that if enterprises want to make a single store order well, they must have a concept of the terminal data, especially the business district, different city level, and the sales capacity is different. The enterprises should have a good idea of the key indicators such as people's flow rate, store entry rate, turnover rate, marketing rate and turnover rate.

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