Product Mode: Which Is More Or Less?

In simple terms, the product mode is nothing more than the relationship between the balance number (width) and order quantity (depth).

During the rise and fall of brand development, enterprises will pay more attention to the development of new style and new category, while in a stable development period, this problem is easy to be ignored.

Enterprises should establish relevant mechanisms to immediately adjust the dynamic balance between the two in brand development.

A high-end brand of women's clothing can be described as a successful representative of "a small amount of money".

The brand stores are large and the styles of products are sparse, and efforts are made to create a sense of hierarchy for each one.

In fact, the

High and high premium, and focus on improving consumer shopping experience.

A small amount of money, in fact, is the story of unlimited service.

In comparison, a small amount of money may be more suitable for attracting fashionable consumers.

The fashion brand of a foreign country keeps up with the trend of fashion week and street pads, with many styles.

Consumers sometimes complain that often the brand breaks off the code, but this is the strategy of hunger marketing.

But this kind of

The key lies in the support of design team, scale effect and logistics maturity. Without these support, eventually we will learn a lot of high cost inventory.

Easy to cause

There is also a large quantity of products.

The domestic popular women's wear brands benefit from the deep penetration of the three or four line market, adopt a large number of models, speed up the market reaction speed, close to the international fast fashion brand refurbishment speed, pricing the people, the rate is not high, but the result is also good.

However, once the demand for business is reduced, the risk of inventory will follow.

Contrary to the popular fashion of "fast fashion", a foreign popular clothing brand takes a slow basic way and adopts a small amount of money.

The total number of SKU in a year is only 800, of which a large proportion is the basic one, that is, those with a large number of consumers and a large number of consumers buying back.

The brand has already made product planning in the past two years, and the previous market research, consumer research and commodity planning are meticulous and leading in the industry.

Every 3-4 years, the R & D team will develop a series of new products with main concepts, or make breakthroughs in functionality or fabric.

This kind of star products can sell for more than 5 years. There is no need for brands to follow the fashion trend.

Besides the product mode, the brand's internal management ability is very strong, and its corporate culture is very unique.

In the past four or five years, although the market capacity of cities and towns has been expanding continuously, the performance is not inferior to that of other industries, but practitioners clearly see that the clothing industry is going downhill.

Why? Before 2010, Brand Company was most anxious about finding the source at both ends.

As long as shops and factories are found, cash is rolling in.