Footwear Industry, The Natural Law Of Sale Season

　　 Shoes and clothing products As essential necessities in life, the trend of development in recent years is attracting much attention from the industry. Compared with other products, shoes and clothing products have short life cycle, obvious variability and recycling characteristics. These characteristics determine a distinctive feature of the footwear industry: seasonality. So what does the seasonality bring to shoes and clothing enterprises?

On the one hand, the obvious seasonal characteristics require the management of shoes and clothing enterprises to be more meticulous, more responsive to the market, and more effective collaboration among various departments. On the other hand, cross listing of several seasonal products and overlapping of several links can easily lead to confusion in the internal work of shoes and clothing enterprises, the weakening of the overall coordination operation ability of enterprises, and the poor collaboration between the upstream and downstream departments of the supply chain.

　　 Comment on product season of footwear industry

It is not difficult to see that this characteristic of seasonality puts forward high requirements and challenges for shoes and clothing enterprises. From the beginning of the season, we can analyze the supply chain management of shoes and clothing enterprises, which can clear the business as a whole and benefit all links in the supply chain, and solve these problems effectively. For example, leather shoes factory is used for production. Sandals The craft of single shoe and cotton shoe is different. If it can plan raw material purchase according to the characteristics of different seasons, it can save production cost and shorten the time of loading.

To analyze the impact of seasons on footwear enterprises, we first need to define the concept of seasons and clarify the division of seasons. There are two common dividing dimensions, one is climate and the other is popular element. Two According to climate, there are four seasons of spring, summer, autumn and winter in one year. According to the elements of popular elements, four seasons can be further divided into six seasons: spring, summer, summer, autumn, autumn and winter, winter and winter and spring. The fine graininess of popular elements can be refined, and a fine division can be made, which is divided into extreme ZARA mode. In order to distinguish the seasons of shoes and clothing industry and the four seasons in the usual sense, the name of the former is called product season.

The product season is a business cycle in which all sales and marketing centers are operated. The main target of product season management is product orders, and the main executors are marketing companies, R & D companies, purchasing companies and production companies in the supply chain. According to the characteristics of shoes and clothing industry, the seasonal movement of products can be divided into six stages: demand analysis, product development, review and order, product organization, sales promotion and summary assessment.

In the demand analysis phase, the marketing company determines the product demand plan for each product season under the guidance of the annual product requirement outline, and provides the quarterly product development plan for the research and development company. In the process of product development, R & D companies, marketing companies and purchasing companies should closely cooperate with each other to supervise and control the three stages of product development, such as prophase development, mid-term review and later stage final review.

In order to evaluate the ordering stage, the marketing company takes the form of the order meeting to review and place the samples for R & D and purchase. After ordering, the production company will organize product production, purchase company and organize product purchase. According to the requirements of marketing companies, logistics companies distribute products produced and purchased to corresponding sales networks. In the stage of sales promotion, marketing companies sell products to the final consumers through retail and distribution channels, so as to achieve sales promotion. In summing up the assessment stage, we use sales, profit, inventory turnover rate and other indicators to assess the whole product season, and sum up the promotion.

China shoes net will introduce some basic ideas from the two aspects of the product quarterly conference system and the product quarterly planning system, which will provide some basic ideas for the supply chain management of the shoe and garment enterprises in the product season.

　　 Shoes and clothing enterprises The core of management is product order. In the whole product season, the work of various companies and departments is centered around the formation, execution and assessment of product orders. Through the conference system, each company and department's work activities can achieve the same rhythm and realize the high coordination of the whole chain.

The supply chain management strategy is integrated into the product season. Every time point of shoes and clothing enterprises has multiple product seasons running at the same time, and a number of product seasons cross operation to form a huge conference system. Take six product seasons of one year as an example, each product season includes eight important meetings: product strategy and requirement outline argumentation, order preparation meeting, finished product preliminary meeting, final product final meeting, order meeting, production and marketing coordination, ordering meeting summary, sales strategy discussion and product quarterly summary. {page_break}

　　 Plan management based on season

The planned management based on season mainly refers to the formulation of a unified product order execution plan in a product season, through the planned management of a product quarterly product order, to enhance the synergy between the four links of marketing, R & D, procurement and production in the supply chain, so as to realize the transformation of supply chain from "Mustang mode" to "war horse mode", enhance the operational capability of the supply chain system, and enhance the competitiveness of enterprises in the market.

The business operation based on the product season needs to be driven by the seasonal main line planning system. Taking into account the intersection of multiple product seasons, the actual operation of enterprises is shown in Figure 4 below (four product seasons in one year).

The planned management based on the season is the core of the business of shoes and clothing enterprises, which is of great significance for responding to the market demand and improving the competitiveness of the enterprise system. With the continuous deepening of management, the six phases of the product season can be further decomposed and finally refined to specific activities of the business process. By focusing on the start, end time, precursor, follow-up activities, responsibility departments, management forms and templates of each activity, enterprises can guide each employee to accomplish the right tasks at the right time and through appropriate methods, and ultimately enhance the coordinated operation capability of the entire supply chain.

Based on the product season, the business operation is driven by the seasonal main line planning system. The implementation of the planning system is supported by a complete conference system. The conference system comes from an in-depth understanding of the important milestone of the product season, and the in-depth understanding of the milestone is inseparable from the operation of the business.

In the past, the research of supply chain management in shoe and clothing industry mostly stayed in the traditional "R & D procurement production logistics sale" line, ignoring the significant impact of seasonality on enterprises. In recent years, the personalization, small batch and multi variety characteristics of the shoe and clothing market are increasingly showing the unprecedented challenge to the speed of shoe clothing enterprises' response. Organizing business operation with product cycle is the only choice to solve the problem of supply chain management of shoes and clothing enterprises.