Reason: 1, pre-sale is not allowed, too conservative; 2. Poor product sales at the beginning of the season, misjudging the situation; 3. Buyers lack the ability to summarize and master product information; 4.SKU is too wide. Solution: 1, expanding the reference data plane, taking Hainan and Shenzhen as reference in summer; 2. Personally participate in market research and actively communicate with front-line store managers and customers; 3. Increase the number of days for best-selling inventory to support sales, with maximum and minimum sales expectations; 4. Judge the product life cycle in advance and predict the products with complex materials and processes in advance. ............'s dividing line has not updated its blog for two weeks. Plus, after the blog was opened, almost no one read it, and the motivation was greatly reduced. Think of it as your own back garden. Since no one is reading it, it is better to write whatever you want according to your own temperament. The sales report in May shows that the sales of various products have performed well in the rankings of various districts. Of course, there are activity factors, but it also reflects that the market in Xiamen is not as bad as we thought, and the situation has been bad, but it is not so bad that everyone does not buy anything to prepare for the winter. For the consumption of basic daily necessities, everyone has to buy and eat, but making money is not as easy as before. This time is the time to compete for everyone's endurance and internal strength. However, when I got off work on Tuesday, I opened my mailbox and received the weekly newspaper. I saw that part of the top ten funds had been deposited in a single store at 1 point, and I was still shocked at 2 o'clock. I subconsciously think that a leadership meeting should be held the next day. Sure enough, the next morning I informed the meeting at 1 0: 30 in the afternoon. The leadership is still relatively objective. After all, this is a problem in every district, not just Xiamen. Such a large area of shortage has to make people reflect on where the problem lies. In the face of weak growth some time ago, I actually have a judgment that this product is not bad, but it is too different from the previous product style, which leads to the confusion of the original customer base and I don't know what to choose. But the advantage is that rich colors and fashionable designs will attract young people, and when the price drops, the consumption of young people will bring great growth (after all, most young people are weak in economic strength and can not reach the level of free consumption). This is only my judgment, which has obviously been verified at present. In fact, one thing I really want to do is to export all the customer data and analyze their age, consumption orientation and distribution area. If a concrete chart can be formed, it will be very meaningful. It would be better if we can communicate with customers in depth. The lack of growth in April not only confused the brand impression of customers, but also seriously affected the market judgment of managers. Affected by regional differences, other places sell well, Xiamen sells badly, and the pre-sale is conservative. Originally, 60 or 70 pairs of products were pre-sold, but two or three pairs were sold at a time, which made most shops unable to obtain the best product supply, which directly affected their performance. The day after the meeting, when I was talking with the buyers of sports brands, I learned about their futures operation methods. Their analysis before the season can be described as meticulous, from styles, styles, materials, etc., even to the analysis of the sold-out rate of single models, they almost did not exist before the season. All stores have enough inventory to support sales, and the quantity of goods transferred is very small, because each store's warehouse is full. Of course, there is a huge difference between women's shoes and sports products. As a functional product (I have always positioned sports brands in this way, but at present NIKE and AD on the market are positioned as fashion products, which may continue, but in the long run, they are bound to be functional. At least, there are not as many people wearing sportswear in the street as before. ), the difference in styles is not as obvious as the seasonality of women's shoes, so the operation of futures is much simpler, but it is not impossible to learn from it. It is very necessary to analyze the style, material and style before ordering. In addition, an excessively wide SKU is undoubtedly a huge disaster for the operation difficulty of the whole shipment. I really don't care about others when I am exhausted during the replenishment process. I can't finish reading 480 SKUs in an hour, and reviewing after replenishment is a difficult process. Because there are too many SKUs at the beginning of the season, you can't tell which one is the best seller. In order to avoid mistakes, each style has to be replenished, and the number is similar. Some goods can't be sold after the second arrival, which becomes invalid inventory and loses huge replenishment space. At the beginning of the season, I think the store manager undoubtedly has the most say in the collection of product information by customers. It is far worse to discuss the customer's acceptance of the product with the store manager only by analyzing the buyer's own experience. This is a serious deficiency in the current work. Too wide a SKU will not give customers a dazzling feeling, because many styles are actually similar, and too crowded a column will make customers picky. How to let customers find good products by themselves must have an intermediate value. Many brands only control the SKU at about 200, which is enough for customers, because the top 30% of the models have reached more than 60 models, and you still can't pick out what you want from 60 models? It's impossible. The last 20% is just a foil. Even if it has only one pair, it won't affect your overall performance. Its function is to put it on the container. If you cut off 100 SKUs, there will be room for two or three thousand pairs. It is conceivable that even if out of stock occurs, it will not come to this. For goods with special materials, the arrival date really needs to be judged in advance. One kind of spring shoes sold well, and the dark green patent leather was very elegant, but it was delayed after replenishment. After a month's delay, the goods arrived in April, 100 pairs of shoes can only be pressed in the warehouse. When I asked the factory, I realized that this material was in short supply and the order was large, so I had to delay the delivery. It is very necessary to predict the life cycle of products with special materials and technologies in advance. For example, the sales of fishmouth shoes gradually showed signs of fatigue after the May Day sales peak, but there were also some empty styles, similar to sandals, and the sales cycle was also very long. Problems will always appear, even if they appear this year, they will appear next year. Therefore, as Xu Sanduo said, life is a contest between one problem and another. However, different solutions will lead to different results.