Agent: Advanced Porters Ask Where The Road Is.

As we all know, Wenzhou is a famous shoe production base in China. The famous shoes capital has many famous brands, such as AOKANG, red dragonfly, Kangnai, and so on. These brands have been firmly in the two or three tier market in recent years, and some of them have achieved good results in the primary market.

In Wenzhou, where shoe factories are so numerous, creating brand names and building strong brands are the topics and urgent needs of these shoemaking enterprises.

From 2000 to 2006, the shoe market of almost all counties, towns and even prefecture level cities in China was occupied by Wenzhou brand.

Famous trademarks, genuine leather signs, famous brands in China, well-known trademarks in China, national inspection free products, Chinese genuine leather shoes and so on, all the honors are basically collected by Wenzhou shoe enterprises.

This is separate from the management and operation of professional managers introduced by Wenzhou shoe companies in recent years.

Various media have also publicized the achievements of the brand building of Wenzhou enterprises. From the government to the enterprises to the local people, there is a strong desire to create brand names. There is a market for brands and sales. Enterprises have already felt the strength of the brand.

In this place where everything will follow suit, the establishment of brand is no exception. Some small and medium-sized shoe companies rush to take the road of brand. In a short while, Wenzhou has become a brand name shoe capital.

According to market understanding, in 2006, the well-known trademarks of Wenzhou shoe enterprises suddenly appeared many owners of enterprises were very encouraged and encouraged to expand.

Manufacturers, agents, and business management have almost lost their way in front of honor.

However, enterprises ignore their various imperfect factors.

Such as capacity, development, market access, terminal image, team management concept, quality, service, talent allocation, shortage of funds and so on.

One after another began to parrot and imitate the business models of international brands such as Nike and Adidas.

Women's shoes are processed in Guangzhou, Chengdu and other places. Casual shoes are processed in Shishi, Guangzhou and other places. Gentlemen's shoes are produced and processed from other local shoe factories in Wenzhou.

Thus, a hollow brand will be built and sold to the market, or even a special store.

Because Wenzhou two or three line brand enterprise basically adopts this kind of management pattern, causes the wholesale market the different brand the same product to be everywhere.

Product homogenization is extremely serious, price war is imminent.

Because the image of terminal retailers is not in place, product homogenization is serious, business ideas are relatively backward, business mode is relatively simple, and marketing execution is not in place, resulting in two or three line brand terminal sales fatigue.

In the face of weak market sales, some brands began to make short term advertisements in CCTV, provincial satellite TV and other TV media. This kind of delivery is like Dragonfly water, and advertising cost and output are out of proportion.

Other brands began to create retail stores and standardized stores.

Manufacturers and agents are desperately trying to make a counter image, door image and outdoor advertisement.

However, the lack of overall strength opened up a store not long before it became a miscellaneous shop.

Due to the weakness of terminal sales, inventory backlog is serious and capital pressure is heavy.

In the end, retailers are short of agents, manufacturers, bad debts and bad debts. The profitability of these two or three line brands is generally low, or even some losses. Brand survival is at stake.

What is particularly worth mentioning is: Nike and Adidas, their R & D is in their own hands. Professional large manufacturers are specially designed for their brands. The quality checks are very strict. If we find that the defective products will never enter the market, we will use the pressure knife to cut off the shoes.

Looking back at some shoe manufacturers in Wenzhou, the R & D, production, quality, shipping time and so on are basically in the hands of others. Is such a brand truly a brand?

In the face of the brutal competition environment in the market, retailers are constantly asking agents. Manufacturers are constantly pressing agents, and agents are caught in the middle. They feel that the environment for survival is becoming more and more serious.

In the face of pressure from manufacturers and unreasonable demand from retailers, in addition, huge inventories and arrears pressed their spirits. The enthusiasm of agents was wavering and confidence was falling.

I have visited many terminal retailers who run Wenzhou brand shoes. They say that we have opened a lot of stores in a small county, all of them are Wenzhou brands. These brands have almost the same honor and product styles, and some even have the same commodity numbers.

The high price is equal to suicide, and the discount sale is not enough to make money.

The quality is not sure. To do a single brand monopoly, even the daily expenses of the clerk can not be maintained, but only to sell several brands to earn a small profit in order to survive.

The rent of the store is raised every year, and the good location is hard to rent, especially for the big brands. They open two or three facades, and the two or three line brands can only shrink back from the remote place, but they can not be reduced to miscellaneous brands.

In the era of highly developed information technology, consumers are becoming more rational. They want to rely on advertising + honor + celebrity endorsement to get brand recognition, and create a miracle of sales script src=>.