Tentative Research Into The Merchandising For End-retailer-buyer-oriented Enterprises From The Perspective Of Customer Positioning

In a quick-responsive supply chain, the buyer-oriented model has played a tremendous role. The buyer-oriented model is a operative model focusing on efficiency. The intra-communication and coordination within the company have been strengthened, so as to promote the overall operative capacity of the company. The high efficiency demonstrated in the buyer-oriented model satisfies the needs of contemporary people in their pursuit of self-fulfillment and personality display. Thus this model has been highly valued by modern garment industry.China is a great country in terms of fashion industry, and under the circumstances of fashion industry's globalization, the production and operative models of fashion enterprises will be subject to rigorous tests, while traditional business models will turn out to be fetters and shackles to the development of the industry. The buyer-oriented model, however, will give impetus to the development of this industry. As this new model has been introduced into our country for a comparatively short span of time, the development speed is still relatively slow, with many imperfections in the mechanism, especially in the system of merchandising. Influenced by Europe and the U. S. the industry at home is relatively familiar with the operative model of brand buyer-oriented companies, but is still new to the operation of end-retailer-buyer-oriented enterprises. End-retailer-buyer-oriented enterprises run by serving as agents for many brands directly, so as to save the processes of designing and producing the products. The advantage in this mode is to cut down the productive costs of the company and more quickly to adjust to the change of the consumers'requirements, but its disadvantage is that if there is no clearly defined responsibilities between the buyer and the personnel of merchandising, in addition to the disjoints among the working cycle, it will lead to chaos of the commodity structure, the juxtaposition of end merchandising, failing to appeal to the consumer. As a consequence, the merchandising will play no practical guiding role, failing to establish the image of an enterprise's image and reputation. Thus, to effectively resolve the issue of merchandising of the end-retailer-buyer-oriented enterprises will not only help the commodity-layout staff assist the buyer to successfully accomplish the procurement of commodity, design the selling plan and set up the procedures of sales, but also help the shop displayer design the end display and complete the promotional layout of commodity in accordance with the brand style and image. What is more, it will provide a model for similar brands in China, therefore have quite practical guiding significance.This paper, based on the merchandising theories both at home and abroad , conducts a detailed research and analysis by combining them with the current state of end-retailer-buyer-oriented enterprises, in order to construct a scientific process and paradigm satisfying the requirements of such enterprises in merchandising. On this basis, the conclusion of this paper is proposed: such enterprises should highlight the positioning of the potential customers, thus to implement the merchandising of the enterprises.The paper also adopts the approach of combining the theory with empirical cases, conducting a detailed exposition and exploration of such issues as methods for collecting fashion trend information, analyzing data of sales, commodity compatibility and end-retailer shop image design for such enterprises.Based on the methodology of combining theory with practice, the paper is organized by field work into some end-retailer-buyer-oriented enterprises as practitioner. Furthermore, by collaborating the practical operation of such enterprises with advanced merchandising theories from domestic and foreign researchers, a merchandising system has been established by continuous reflection and improvement in implementation, and has been proved as suiting end-retailer-buyer-oriented enterprises in China. Consequently this paper is of a measure of scientific, theoretical and practical values. Meanwhile, this paper has also provided theoretical rationale and operational approaches for such enterprises to promote their own brand image, hence having considerable reference values and pragmatic significance.