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Knowledge Delivery: The Growing Hand of Buyer Law
In the Business Club on October 25th, it was emphasized that market training is the most effective way to develop successful buyers. One example highlighted a domestic buyer who caused a company to lose over 4 million yuan due to a lack of financial knowledge. As He Qiang noted, finding a good buyer today is extremely challenging. His company interviewed several candidates, but none met the expectations, leading to the brand manager taking on some buyer responsibilities instead.
Dong Yan from Zhonghe explained that while these individuals may have some of the necessary qualities, they often lack the professional expertise required. In China, most buyers come from sales or design backgrounds, creating a significant gap compared to their European and American counterparts. For instance, salespeople may be strong in market analysis but lack aesthetic sense and an understanding of trends.
Wang Xiangsheng pointed out that being a buyer is a highly specialized career requiring training beyond simple on-the-job learning. Yao Xiaoyun added that buyers must understand market dynamics, finance, statistical analysis, and fashion design, along with a keen sense of style. Bu Hong from Xi'an Diandian emphasized that buyers need both emotional insight and rational thinking.
According to Yao Xiaoyun, two key profiles are suitable for transitioning into buying: designers with artistic skills and salespeople with analytical abilities. Shao Ligang’s trainees often come from design and sales roles, bringing years of experience. However, not everyone follows this path. Chen Hao, for example, became a buyer after living abroad for over a decade and identifying a gap in the Chinese market for international brands.
Yang Yi started as a salesperson before moving into buying, while Li Xiaoyan transitioned from design to buying through hands-on experience. She began as an assistant and eventually became a professional buyer, continuously improving her knowledge and cultural awareness to stay ahead of trends.
Shao Ligang stressed that buyers must have at least a year of experience in the industry to understand fabric quality, trends, and cost control. Buyers cannot be trained overnight, as Chen Yu explained that in foreign countries, it takes years of experience before one becomes a professional buyer. According to a U.S. fashion institute, it can take at least five years of training to meet basic buyer requirements.
In contrast, Chinese universities rarely offer specialized buyer programs, with only private institutions providing such courses. Gu Qingliang from Donghua University suggested that national clothing institutes should introduce such majors, involving industry experts in the training process. Zhao Ping from Beijing Fashion Institute noted that theoretical education alone isn’t enough—students need real-world experience and practical cases.
Many companies, like Wan Jing’s, internally train their buyers. For those aiming to become buyers, starting from the basics—industry knowledge, communication skills, and market research—is essential. Wang Yueyan from Zhonghe advised new graduates to begin as display designers, gaining exposure to brands, markets, and buyers.
Chen Yu recommended that aspiring buyers start as retail store guides or managers, as they directly interact with consumers and understand market demands. “Shopping guides have the foundational traits needed for a professional buyer,†Chen Hao said, suggesting that starting with basic training could help build a solid buyer system.
Yao Liying, a friend aiming to become a buyer, has built a strong foundation in market understanding and local preferences, combining sensibility with logic. As Wang Shiru concluded, without market experience and structured training, it's difficult to excel in this role.