1. The difference between a product and a commodity
The product is from the perspective of production; Commodities are from the perspective of commercial transactions and markets; Products are function-based, and commodities are demand-based; The product is a concrete concept, and the commodity is an abstract concept;
2. Single product
It refers to a commodity; Any product can be called a single product when it is mentioned separately; For example, a single piece of clothing sold is a single item, and a complete set of sportswear sold is a single item;
3. Image goods
It expresses the theme of a season's concept and highlights the fashion trend, so it is often used as a display object: the combination of design, materials and colors is novel, and it has a strong hint and advocacy for lifestyle; However, for fashion-sensitive consumers, it is difficult to predict accurately;
4. Bestsellers
It refers to the good products that sold in the previous season, and incorporates a little fashion trend characteristics, and is often used as the object of vigorous promotion; It is generally clear and easy to understand the occasion of wearing, and it has a large market demand; Best-selling products are expected to sell well, with medium gross profit and medium risk, and are often displayed in the main sales area of the store;
5. Long-selling goods
It sells steadily in all seasons and is less affected by fashion trends; It is usually a classic style and category, often in the form of a single item; It has the advantages of rich categories and easy to combine with consumers' original clothing; Long-selling goods are expected to have stable sales growth, small gross profit, medium risk, and are often displayed in the secondary sales area of the store, which is easy to see, easy to touch and easy to select;
6. How to improve the profit margin of goods
(1) Higher sell-outs, less inventory;
(2) Reasonable promotion, discounts that do not hurt the brand/store IP;
(3) Good product quality, less defective products;
7. The core of the commodity
The core of commodities is profit; The so-called profit should be understood dynamically, profit + turnover rate * gross profit margin; Therefore, when formulating commodity strategies, we must pay attention to categories and prices;
8. Marketing planning
It refers to various marketing designs around the market in which the brand is located and the perception of consumers; It includes: market analysis (market positioning, enterprise self-standard, competitive environment, etc.), product analysis, marketing analysis (marketing objectives, strategic means, presentation methods, cost budgets, revenue expectations, adjustment mechanisms, etc.)...
9. Product planning
It refers to a season's product structure, category style, and specific requirements, which are made for designers to see; Generally, the plan is issued by the commodity department, which is planned according to the operation of the previous quarter and the market trend;
Generally, it is formulated by the commodity director, and there are also design directors;
10. Basics of product planning
Consumer groups and brands are the two foundations for formulating product planning;
Product planning must be based on the customer, based on the basic understanding of the customer: spending power, preferences, age group, etc.;
11. "Five Appropriate Principles" for Product Planning
(1) Suitable products: the customer's favorite products (from the customer's point of view, in line with the quality, trend and convenience of the product);
(2) Timely: the period when customers expect it most;
(3) Appropriate amount: the most appropriate amount;
(4) Appropriate place: place the most appropriate place;
(5) Moderate price: the most acceptable price for customers;
12. "Left-Brain Thinking" in Product Planning
Left-brain thinking: the part that is related to data, that is, the rational part;
Right-brain thinking: the perceptual part, which is an abstract idea based on reason;
13. "Category Structure" in Product Planning
It generally refers to the type, quantity and proportion of each category (how many categories are to be developed, which categories are there, how many models are developed in each category and how much proportion each is accounted for);
14. "Category Structure Strategy" in Product Planning
Determine the structure of the category and the pricing level of the category;
First of all, it is necessary to clarify how many categories there are, and which of them are the main categories;
According to the positioning theory, a brand must have a main product or category to impress others; To be the main one means to be deep; To deepen this category, it needs to be subdivided into the next level of categories or product categories, and SKUs should be richer; The product strategy of the category should be combined with the product label;
15. What is the basis for determining the "category" in product planning?
(1) the trend of fashion trends;
(2) consumers' perception of the brand;
(3) Good at advantages;
16. According to what is the proportion of clothing category composition
(1) According to the wearing habits of target consumers and the experience of competing brands;
(2) according to the proportion of sales composition of clothing categories in the previous season or the same season;
17. Style proportion
It refers to determining the composition ratio of the curated product style; Including: determining the proportion of product composition, determining the proportion of clothing category composition, and determining the proportion of commodity models under customer categories;
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18. Main responsibilities of the product planning department
(1) Design and control of commodity-related capital operation;
(2) Formulation of commodity-centered sales plan;
(3) a series of data that breaks down the quarterly target sales into individual products;
(4) determine the parameters to enhance the competitiveness of the product;
19. "Labeling" in product planning
It is divided into two types: natural labels, commodity labels;
Natural labeling is a kind of public cognition, which is the attribute of the commodity;
From the perspective of consumers, the product label understands what type/category it belongs to; Product labels are hierarchical and can be subdivided into many levels;
20. Merchandise operation label
It is divided into two categories: operational labels, product life cycle labels;
21. Two dimensions of commodity operation
One is the dimension of time and the other is the dimension of quantity;
22. The difference between e-commerce and brick-and-mortar business
The main differences are: consumption scenarios;
23. How to subdivide "categories" in a broad sense
With the addition of e-commerce operations, the original sense of "category" has also been added to more generalized classifications, which can be flexibly used; For example, the following is subdivided:
(1) According to the style of the product, such as: pants - low-waist, medium-waisted, high-waisted...
(2) Subdivided according to function, such as: hiking pants, yoga pants, jogging pants...
(3) Subdivided according to the wearing occasion, such as: home, light sports, social, travel....
(4) Segmentation according to consumer trends, such as: sunscreen clothing, pet clothing.....
(5) Subdivided according to the personality, such as: Hanfu, JK, Lolita...
(6) Subdivided according to characteristic attributes, such as: antibacterial jeans, ice oxygen bar jeans...
24. Basic indicators of commodity management
Purchase (quantity and amount), sales (quantity and amount), inventory (store and warehouse), sell-out rate gross margin, product structure, order and inventory deviation;
25. What are the key factors to pay attention to in commodity management?
(1) Scientific and reasonable purchase plan;
(2) Store sales management;
(3) Daily transfer and merge management;
(4) Quarter-end clearance planning;
26. Loading band
It refers to the batch of new goods on the store of clothing enterprises, which is mostly used in sales and as the basis for brand product development; Due to the different brand positioning, as well as the large difference in temperature between the south and the north, it is impossible to give a unified timetable;
27. How to do a good job in product band listing planning
(1) Understand the timing of the launch band of new products in the current season;
(2) Plan according to the actual situation of the market, temperature, and consumers during the listing period;
(3) Combine the inventory of the old model and the situation of stores in different business districts to carry out the reasonable distribution of the old and new models;
28. Product Life Cycle
It refers to the time that a product has experienced from the beginning of the market to the time it is eliminated from the market; A typical product life cycle is divided into four stages: introduction period, growth period, maturity period, and decline period;
29. Sell-through rate trends over the quarterly product life cycle
lead-in period (digestion 5%-10% in 1-2 weeks); growth phase (digestion 15-30% in 3-5 weeks); Maturity (6-9 weeks, 35% of flowers, 60% of rooms);
Recession closing period (65% to 80% digestion in 10-12 weeks); (The above is a big data situation, for reference only)
30. The life cycle of clothing
There is a customary law in the life cycle of general fashion in the industry: it depreciates by 0.7% per day from the date of listing; Of course, this is only an approximate proportion, and it does not represent the whole story! For example, the three-quarter sleeves of spring clothes, its life cycle is quite short, generally 10 days for wholesale and 1 month for retail; The life cycle of most seasonal fashion is 1 month for wholesale and half season for retail; Among the four seasons of the year, spring and autumn clothes have the shortest life cycle, and summer and winter clothes are relatively long; The life cycle of denim and formal wear is relatively long, because it does not change much and does not belong to the type of clothing that follows the trend and changes;
31. Delivery
It refers to the time from the time the order is placed to the time when the goods are off the assembly line; Many stalls are also speculative, so the delivery period is what the buyer must pay attention to;
32. Sales Cycle
It refers to the time period during which each batch of goods is sold;
Usually the fashion category is shorter, and the athleisure category is longer; Poor matching clothing is shorter, and strong matching clothing is longer;
33. Clothing in the off-peak season
Peak retail season: April to the end of June and October before the Spring Festival every year; Retail off-season: 3 months after the Spring Festival: July to September; Wholesale season: March to May, September to November every year;
Wholesale off-season: 2 months after the Spring Festival, June to August, around the New Year;
34.SKU
SKU is the smallest unit of inventory sold;
SKUs in apparel usually indicate specifications, colors, styles, and sizes;
35.SKC
It refers to a single monochrome; It has a certain spread in the early garment industry, but the scope of communication is limited, and it has not adapted to the current fine management needs, and has gradually been replaced by SKUs; SKC is now used more for ordering, planning, and product development.
36.SKU与SKC的区别
(1) The meaning is different
The minimum inventory unit of SKU, which is used on clothes to represent a single monochrome single code, is used to walk through the data system, and the content of purchase, sales and inventory, data analysis and other contents are reflected from here;
SKC stock color unit, which is used on clothes to represent a single color, is used for daily communication; For example, how many SKCs are ordered this spring, it is how many styles;
(2) The recording method is different
Each product of a SKU has a unique SKU number; For a commodity, when any of its attributes such as brand, model, configuration, grade, design, packaging capacity, unit, production date, shelf life, use, price, and origin are different from other goods, it can be called a single product.
SKC originated from the purchase, sale and inventory management of the apparel industry; In the early days, the IT level of the company that did clothing sales was low, and before the system, it was possible to manually count and record how much each color of each style was, and not to record the size, so a single monochrome was the smallest inventory management unit;
37. Editions and styles
"Edition" is just the appearance of clothing, mainly referring to the difference in design and the use of surface accessories; In addition to the design and surface accessories, the "style" also has a clearer expression of the color and color;
38. Editions and editions
"Edition" is just a look, that is, a style, designed by a designer; The pattern maker will change the design to the truth, and the only master in the world is in his hands, and the effect of the pattern is the "version";
39. The number of styles is demanded
It refers to the number of new models that need to be available during this sales period; Generally speaking, the beginning of the sales cycle is also the date when the new model needs to arrive in the store;
40. Supplement the new model
It refers to the number of new models that need to be replenished in this sales cycle according to holidays/the company's marketing plan/market demand; It can also be a series of product lines for a certain holiday or in conjunction with the company's marketing plan;
41.Amount%
It refers to the amount of money in each listing cycle as part of the total amount of money in the season; Generally speaking, at the beginning of the season, the number of new products will not be too large, and many products from the previous season are being sold at a discount; Usually by the time the second or third batch of new products are launched, the proportion of new products will gradually increase to the maximum; As the end of the season approaches, the number of new models begins to gradually decrease;
42. Designer brand model
Designer brand definition: a personalized and niche brand that "realizes self-worth positioning for consumer groups and living conditions"; Designer brands are fashion brands designed by designers, with strong personal elements and experimental factors; It is dominated by the designer's strong style;
43. Clothing brand collection store model
It refers to the collection of products from multiple brands in a large store with a unified name; The variety of goods can cover clothing, shoes, bags, jewelry, watches and other varieties, and various brands with different styles and design concepts are "called" together by the same store and integrated into a brand collection store that has attracted much attention;
44. SPA business model
It refers to "private label clothing professional retailers", clothing enterprises own brands; From product planning, design, production, to retail, all the head office is responsible for the integrated approach;
45. F2C business model
It refers to the fact that goods do not go through middlemen, from factories directly to consumers, that is, "do not let middlemen make the difference"; F2C, F is on behalf of the factory, C is on behalf of the individual (consumer) factory to the consumer;
46.Showroom
It refers to the meaning of the showroom, which comes from the more mature operation methods of the European and American fashion industries, and the method of displaying products for sale or ordering through a space; It is an important bridge between designers and buyers;
47. Concept Store
It refers to a brand store dedicated to selling creative designs, a creative shopping environment, and a culturally relevant shopping experience, which can lead the trend of fashion;
48. Flag Hang Store
It refers to the brand store with the largest scale, the most complete products of the same kind and the most luxurious decoration in the bustling urban area; The term flagship store comes from the name of the brand center store in a large city in Europe and the United States, which is generally the largest store with the most complete products and the most luxurious decoration of a merchant or brand in a prosperous area in a certain area; Usually only deal in a relatively series of products or a certain brand of products;
49. How to classify business forms
A type of shopping mall: generally in the form of high deduction points and high guarantees; Class II shopping malls: take the form of low deduction points and high guarantees; Three types of markets: generally in the form of rent;
50. Operate in large quantities
Fully find out and make use of the common points in the production and operation of garments, improve the tolerance of size specifications, simplify into a unified processing mode, adopt flexible production technology to streamline the sales and supply ring, and try to dilute the differences in the real cost while strengthening the rational differences in clothing.