Research On Weekly-Transshipment Of Fast Fashion H Brand

With the improvement of people's consumption level,the trend of diversified consumption brings new challenges and opportunities to the traditional fashion industry.However,consumer demand is difficult to grasp and weak sales are one of the main factors affecting corporate profitability.Through interviews with experts,it can improve the sales probability of products to make targeted allocation according to consumers' preferences.Based on the weekly allocation,this study seeks a scientific method for enterprises to transfer goods.According to the internal statistics and practice of the company,it was found that the allocation plan is mainly based on historical sales data and managers' experience,which ensures no large-scale deviation in the allocation.But it still needs to pay more attention to the demand of local consumers when allocation to be further improve.Therefore,it is the main point to improve the precision of enterprise allocation by studying how to allocate different products to consumers in different market areas with their existing products.First,through literature reading and theoretical research,this paper analyzes the feasibility of using allocation as a method to solve sales problems.Combined with the interviews and inquiries of several well-known garment enterprises,the existing types of clothing allocation are divided,and the weekly allocation of clothing products is determined as the research object,and the product attribute and consumer preference theory are the theoretical basis.The feasibility of using structural equation model to study the weekly allocation of clothing products is also expounded.Secondly,taking the commodity department staff to understand the market as the time point,this paper analyzes the weekly allocation data of women's clothing products in each series and different regions (Beijing and Shanghai),and compares the implementation of the weekly allocation of clothing products around this time point.Found that the implementation of the allocation of staff in the "shop tour",the distribution of products sales significantly improved.After analyzing all factors,select the consumer preference angle,carry on the research to the allocation.According to the results of the interview and commodity report,three secondary product attribute indexes and twelve third-level attribute indexes are extracted.The model is used to obtain the weight of each product attribute index to consumer preference,and the primary and secondary levels and product composition of all kinds of products when H brand performs weekly allocation are analyzed.Finally,using the data mining method,through the analysis of the sales data of H brand 2016.9 / 2018.11 in Beijing and Shanghai by SPSS,46 indexes are extracted as the four-level index.Based on the weekly allocation model,the product attribute preference of H brand is scored comprehensively.The similarities and differences of consumer preferences between Beijing and Shanghai are analyzed.For example,Beijing consumers prefer and size clothing products,while Shanghai consumers prefer loose products.Finally,the H brand weekly allocation scheme is analyzed in detail,combined with the safe inventory formula and consumer preference.This paper makes a discussion on the determination of the allocation quantity.This study is based on product attributes and consumer preferences,respectively,from the subjective and objective point of view of product attributes extraction.Combined with the structural equation model,a reasonable allocation model is constructed for the weekly allocation of H brand.It provides a scientific and reasonable basis for the product allocation of each branch of the enterprise,and improves the sales and profit of the enterprise.