Small And Big Star Shoe Industry Is Hard To Become King.

At least from the current situation, it is not easy to tell who is lying between two star celebrities and special stars.

The internal disputes caused by the double star celebrities' incorporation of the agent of the southwest double star and Ji'nan double star control finally fell into an irreparable situation with the launch of the special brand by the southwest and Ji'nan binary stars.

True and false mystery

As the main weapon to fight the double star celebrities, the star brand has begun the "bid change" of the stores in the southwest and Ji'nan double stars. That is, "double star chain" is changed into "special star chain", and the former "W" sign is changed to "T STAR".

In the process of bid change, the two sides launched a real market competition for real guns, but it is worth pondering that as the most important link in the current competition between the two sides, the contention for chain stores is now in an endless quarrel.

The newly built Southwest Logistics Platform of double star celebrities has controlled 80% of the chain stores in southwest and Ji'nan.

In this connection, the double star group was verified again, and the relevant responsible person of the group replied to the situation for a long time without knowing anything about it.

But in the past visit to the former Southwest double star control area, Chongqing, it was discovered that although the star claimed that it still controls most of the local chain store resources, however, the "power" of the two star celebrities is extremely strong. In the western Chongqing footwear industry international exposition, one of the most important business activities in the western region of Chongqing, the double star celebrities are not active. The stars of the two star celebrities visited several double star stores in a better location.

And there are no special stores in these commercial streets.

Is it possible to sell billions in 5 years?

At the beginning of the founding of the special star, Liu Shuli, the head of the former Southwest double star, once issued a bold statement that he wanted to achieve over 10 billion sales in 5 years and become the first brand of sports leisure in China.

In fact, facing the competition of double stars, it has made it difficult for the star to cope.

In order to further suppress the special star and further receive the chain stores controlled by the former Southwest double star, double stars have launched a series of preferential measures to deal with agents in the recent period, such as the annual advertising expenses of 5000 yuan per store are free; the 2% of the original purchase amount is used to pay the brand, so that the fees are no longer charged; and the unsalable goods no longer engage in forced collocation.

What is more critical is that the two stars have decided to "defeat" the "Star". The two stars stipulate that the exclusive stores that sell double star products will not sell the products of the star brand in the future.

This is considered to be the key step in deciding whether to win or lose. Analysts pointed out that because the agents previously controlled by the southwest double stars were only selling double star products in the past, they had certain approval on the influence of the double star brand. Therefore, making an exclusive choice between the famous double star brand and the new brand star will lead to the original hesitant and swaying agent finally approaching the star of the two stars.

Although the profit analysis of product sales shows that the products sold by agents may be higher than the profits from the sale of double star products (thanks to the profits of special star, some agents figure out that there will be a profit margin of 40% for the sale of the special star, while the profit margins for the double stars in the previous years are around 27%), but because the brand influence is not guaranteed, this is also considered to be a huge risk.

There's still a long way to go.

The lack of confidence in the influence of special star brand can also be seen inside the special star.

When double star celebrities frequently attack, the general manager of Shijiazhuang branch of Ji'nan double star has said that the company not only manages the star brand, but also talks with several other brands of shoes and clothing manufacturers, and says it can not rule out the compatibility of other star brands with other brands.

This is regarded as lack of confidence in the company's strength and brand influence.

In this regard, some experts said, for single brand channel business, brand is in a strong position, such as double star, it has greater operation space and initiative, the "Southwest double star" and "Ji'nan double star" set up star, and "double star" counterbalance still have a long way to go.