Unexpected Success: Garment Enterprises "Deformation Meter"

< p > 2014, < a href= "http:// www.sjfzxm.com/news/index_c.asp" > China sports goods industry < /a > appears to be showing signs of haze.

In March, Lining announced the results for the whole year of 2013. Although sales revenue has declined, the deficit has narrowed.

In particular, since the company is committed to cleaning up inventory, the old inventory problem has been solved, and the overall inventory level has dropped further than last year.

This is thanks to the channel revival plan established by Lining.

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< p > 2013, Lining also implemented two changes in business adjustment and establishment of retail business platform, increased the number of self run shops and regular shops, optimized the new product mix and closed down inefficient shops while clearing inventory.

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< p > over the past 10 years, China's sporting goods enterprises have basically adopted the mode of "wholesale + a href=" http:// "www.sjfzxm.com/news/index_c.asp" > brand < /a >. Because of the good external environment, for sporting goods companies, they only need to vigorously build brands, sign various sports resources, sign sports star spokesmen, and be approved by dealers, so that they can quickly open shop and expand a href= "http:// www.sjfzxm.com/news/index_c.asp" > channel < /a >.

The core of the "brand + wholesale" mode is that the brand manufacturers do the brand of the enterprise, then wholesale the goods to the distributors, and whether the goods are sold to consumers in the end, how to sell them to consumers, and what feedback consumers have, these brands do not need to consider.

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< p >, however, is this product really popular among consumers? Brand dealers and dealers have no idea in mind.

Moreover, the "brand + wholesale" mode adopts the fixed order mode, the dealer orders the goods at the order meeting, and the brand dealer gives the goods to the dealer, and the whole business activity is over.

Even in the actual sales process, there is no way to adjust flexibly for a particular product, especially for a particular product.

The sale of special salable products is gone, dealers can not replenish goods, especially products that are not well sold can only become inventories, stacked in warehouses, many dealers have no means nor have the ability to sell places in a certain place, but the goods that may be salable in other places are p regional dispatching.

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< p > in fact, Lining and other first-line sports brands recognize the drawbacks of the wholesale mode.

As a result, Lining established the channel revival plan, launched the strategy of "small batch and multi SKU" on the product, and introduced a new business mode combining "guided order + quick replenishment + quick response", which improved the dealer's order guidance and goods arrangement.

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