What is the buyer model?

There is an important model that has always been under the iceberg of China's textile and apparel carrier marketing. This model is the buyer model. There have been many organizations that have tried to bring these important forces together, but all have failed. Chinese textile and apparel buyers are content to make money quietly and are scattered in every corner of the country. Although a large part of the wealth in this industry comes from their hands, they have never united together, so that this power has never been truly powerful. The places where you can see them most concentratedly are: major industrial clusters, wholesale markets, professional expos, and order fairs for various brands.

Buyer brand: spawning fast fashion

This is a relatively mainstream form of buyer in the world. They have their own brand, and the buyer’s role in the company replaces the brand. Designer position. Brand buyers either directly put their own brand trademarks on the clothes they buy, or make slight changes and send them directly to processing factories to produce their own brand products, and then use their own sales platforms to sell them. The main purchasing places for these buyers are OEM companies in various industrial clusters and some distinctive small brands in the wholesale market. They often have strong market identification and cargo assembly capabilities, and can achieve a reasonable mix of goods, a complete layout, and a unified style. Such brand companies have fast operation efficiency and strong ability to adapt to the market, and have become the main beneficiaries of fast fashion.

Agents and franchisees: investment models with stable returns

The most common buyer models in China’s textile and apparel field are dealers and agents. The main form of this model is franchising, and due to its high level of maturity, it is one of the best forms to attract socially active funds.

In the United States, franchising is regarded as an investment sector with stable returns. This channel model has brought about exponential growth in the market share of many brand clothing. The characteristic of buyers such as agents and dealers is to place orders for a fixed brand. They rely on their knowledge of a specific market and combine the characteristics of the brand to buy brand products at a certain discount, and then, according to the unified The market price is sold within its own sales channels. Because Chinese clothing brands currently rely on buyers, they are often able to obtain good brand preferential policies, and some brands will even provide them with unconditional returns and exchanges. The main ways for them to choose brands are various wholesale markets, professional expos, or brand ordering fairs.

Small retailers: multi-brand buyers

These buyers are different from large department stores. They either have their own small specialty stores or have a fixed customer base. They buy The scope is often not limited to one brand, becoming a collection of multiple brands. They can concentrate the best-selling styles of different brands in the same style in their own market network. Their advantage compared to the department store market is: real buyer behavior, they will become the darling of the channel by purchasing existing products or placing orders.

However, their disadvantage is that they cannot compete with the size of department stores. Moreover, as existing brands pay more and more attention to their own brand image and do not want to be displayed in the same store as their competitors, this multi-brand buyer model is restricted, which requires them to either Have huge funds, or the order volume is large enough. Otherwise, they will have to bargain with small brand owners. The ordering channels for these retailers are mainly OEM companies in major wholesale markets and industrial clusters.

Buyer model in the industrial chain: Downstream is the buyer

In the entire large industrial chain of China's textile and apparel industry, a buyer relationship can be formed between upstream and downstream. This is also the main reason why the comprehensive wholesale market can grow bigger and bigger. In such a market, its operators are also its buyers. The relationship between buyers in this industry chain is often closer, and they will form partnerships to varying degrees. The most famous case in the world is the close cooperative relationship between Lycra and many international brands. The Lycra logo marked on the hangtags of major international fashion brands combines them into one.

Buyers in the industry chain often work in the purchasing departments of related companies. Most of them have their own fixed partners and can even establish a unique monopoly with their partners on the color, style or price of related products. trading behavior to ensure their competitive advantage in the market. Of course, they also have an important task, which is to continuously develop new resources and play a very important role in brand innovation and sustainable development.

This is the best time to buy!

Buyers cannot do without the market. A large professional wholesale market has two customers, one is the business owner and the other is the buyer. So, what kind of market do buyers need? "The global trading platform with the largest scale, the most complete varieties and the lowest prices." The answer given by Huang Wei, chairman of New World International, is this: "We want merchants to make money here, and we also want buyers to make money here. Money, this is a win-win era."

For this reason, Huang Wei showed his business ace of "you do the purchasing, and I pay the travel expenses!", which suddenly attracted many people to Wuxi New World International Textile and Garment City. Mainstream buyers in China. Even the merchants in New World did not expect that among the buyers they received, they came from all over China, including Beijing, Shanghai, Harbin and other clothing consumption centers.

"New World's publicity campaign is too great, and there is no reason for us not to do a good job in the market." The reporter randomly interviewed several buyers from Beijing. In their eyes, Wuxi New World International Textile and Garment City meets the market standards that are most popular among buyers, especially in the fields of jeans, women's clothing, men's clothing, underwear, children's clothing and other fields. Become a market. When reporters asked why they went to a newly opened market to purchase, they smiled mysteriously: "The best buyers know when they can make the most money. New World offers us the biggest discount at this time." Yes, this is the best time to purchase.

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