Buyer's brand: giving birth to fast fashion
This is a mainstream form of international buyers at present. They have their own brands, and the role of buyers in the company has replaced the position of brand designers. Brand buyers either directly order their own clothes with their own brand trademarks, or send them directly to the processing factory to produce their own brand products with slight changes, and then use their own sales platform to sell them. The main purchasing places of these buyers are the OEM enterprises of various industrial clusters and some small brands with characteristics in the wholesale market. They often have strong market recognition ability and assembly ability, and can make a plate of goods with reasonable collocation, complete layout and unified style. This kind of brand companies have fast operation efficiency and strong market adaptability, and become the main beneficiaries of fast fashion.
Agents and franchisees: a stable investment model
The most common buyer models in the field of textiles and clothing in China are dealers and agents. The main form of this model is franchising, which has become one of the best forms to attract social active funds because of its high maturity.
In the United States, franchising is regarded as an investment field with stable income, and this channel model has brought geometric growth in market share for many brand clothing. Agents, dealers and other buyers are characterized by placing orders for a fixed brand. They rely on the mastery of a specific market and the characteristics of the brand to buy brand products at a certain discount, and then sell them at a unified market price in their own sales channels. Due to the current dependence of China clothing brands on buyers, they often get good brand preferential policies, and even some brands will give unconditional returns. The main forms of brand selection are wholesale market, professional trade fair or brand ordering meeting.
Small retailers: multi-brand buyers
These buyers are different from big department stores. They either have their own small specialty stores or have a fixed customer base. The scope of their purchase is often not limited to one brand, but becomes a collection of multiple brands. They can concentrate the best-selling styles of the same style and different brands in their own market network. Compared with the department store market, their advantage is: real buyer behavior, they will become the darling of the channel by buying existing products or placing orders.
However, their disadvantage is that they cannot compete with the size of department stores. Moreover, because the existing brands pay more and more attention to their own brand image and are unwilling to display it in the same store as their competitors, this multi-brand buyer model is limited, which requires them to either have huge funds or order large enough. Otherwise, they will have to bargain with small brand owners. The ordering channels of these retailers are mainly OEM enterprises in major wholesale markets and industrial clusters.
The buyer mode in the industrial chain: the downstream is the buyer.
In the big industrial chain of China textile and clothing, the relationship between upstream and downstream can form a buyer, which is also the main reason why the comprehensive wholesale market can become bigger and bigger. In such a market, its business owners are also its buyers. The relationship between buyers in this industrial chain is often closer, and they will form partnerships to varying degrees. The most famous case in the world is the close cooperation between Lycra and many international brands, and the Lycra logo marked on the tags of major international fashion brands combines them into one.
Buyers in the industrial chain often work in the purchasing department of related enterprises. Most of them have their own fixed partners, and they can even establish a unique monopoly trading behavior with their partners on the color, style or price of related products to ensure their competitive advantage in the market. Of course, they also have an important task of constantly exploring new resources, which plays a very important role in brand innovation and sustainable development.
This is the best shopping moment!
Buyers are inseparable from the market. There are two customers in a large professional wholesale market, one is a business owner and the other is a buyer. So, what kind of market do buyers need? "The largest, most complete and lowest-priced global trading platform," Huang Wei, chairman of New World International, gave the answer: "Merchants make money here and buyers make money here. This is a win-win era."
To this end, Bo Huang flashed "You come to purchase, I will pay for the trip!" Our business trump card has attracted many mainstream buyers from China for Wuxi New World International Textile and Clothing City. Even the merchants in the New World didn't expect that the buyers they received came from all over China, including many clothing consumption centers such as Beijing, Shanghai and Harbin. "The propaganda offensive in the new world is so great that we have no reason not to do a good job in the market". The reporter interviewed several property buyers in Beijing at random. In their eyes, Wuxi New World International Textile and Clothing City meets the most popular market standards, especially in jeans, women's wear, men's wear, underwear, children's wear and other fields. When reporters asked why they bought in the newly opened market, they smiled mysteriously: "The best buyers know when they can make the most money. The new world gives us the biggest discount at this time, which is the best purchasing moment. "