The Market Is Weak. The Brand Of Shoe Companies Is Not Easy To Go.

Here, "selling shoes in winter" is aimed at the weak leather shoes market.

In recent years, the brand of shoe enterprises is not easy to go.

But AOKANG, the marketing leader of the industry, has gone from "four directions" to "dream come out" and then to the "1+N" mode. The famous dragonfly, famous for its culture, has gone from "four seasons to love" to "zero and span" and then to "integration shop". These successful brands have seen the strength of the industry.

Behind them, what we see is that the number of small shoe enterprises has been dropping sharply, or even closing down or closing down. Many of them are strong shoe companies or dark horse enterprises in the industry. They are no longer so fierce and tough. Some of the terminal stores that are listed as flagships or flagships have been withdrawn or switched off under the pressure of high rent and high cost.

From the above, we can see that the leading enterprises in the industry are getting bigger and bigger, and opening up big stores everywhere; the medium-sized shoe enterprises are on the bottleneck of development, and are preparing to fight a difficult battle; the small shoe enterprises are getting smaller and smaller and are engaged in guerrilla warfare everywhere.

The freezing of many factors in the industry environment, such as the merger and expansion of large enterprises, the rising cost, and so on, will push the Chinese footwear industry to the "winter" of marketing.

What is the market leader in the industry or region?

In order to take the shortcut, some enterprises have taken advantage of "good product + brand + agent" to seize the gap in the market.

A few days ago, I had a good relationship with N, who had just returned from the national market for more than 20 days. N has two brands, one is the old brand that wears the Chinese leather logo, the other is the brand of the international brand. Under the current market environment, the old brand is not good. The brand name is a good way to take the shortcut of the market. In Wenzhou, many small businesses and N always take the same path.

N sum my first sentence in telephone exchange is: the market is very hard to do!

Asked why, N said, the key is the strength and cooperation of agents is not enough!

Ask again, N said, our headquarters has worked hard on the product, the brand is also an international color brand (near the international brand), has "product + brand", if the agent's strength can not keep up, the advantage of the enterprise can't get the cooperation of the agent, it will not be able to play.

Ask N again, where is the national sample market?

Through careful understanding, I know that the N agent in Shanxi always used another brand and had worked for several years. Its terminal network foundation has been very good. The original ten million yuan market advantage is only the market base of Shanxi agents, which is not the advantage accumulated by N's brand.

It can be said that N's total business has not implanted its own marketing module in the Shanxi area. The sample market is just a sales data of the agents. On the face of it, this data is better than the agents in other provinces. In fact, N's general train of thought is far too far from the target of the regional market leader.

N總的“好產品+傍名牌+代理商的實力”的區域運作方式未免太短期化了，N總應該在山西市場乘勢而上，把代表本企業核心競爭力的營銷模塊導入這個區域的關鍵部位，因為產品再好，還是消費者說了算，要讓消費者要說你的產品好，這就是營銷的攻勢了，具體到一個企業，那就是個性營銷了，剛開始，代理商可能不承認你的“戰略之虛”，因為這個山西代理商是溫州人，雖然他曾經用敢為天下先和吃苦耐勞的精神搶占那個早已過去了的商業機會，并發財賺錢了，但此一時彼一時，這個時代的商機必須用科學的管理方法去贏得更新更大的財富，要贏得代理商的新的配合，不錯，品牌不是代理商的，但區域的營銷功能需要廠商共同去發揮的，這就需要跳脫N總的那種“好產品+傍名牌+代理商的實力”的營銷模式，找到廠商和諧的合力，并且這里邊刻不容緩！

Secondly, putting the marketing module into the regional market requires the company headquarters to concentrate resources, and there must be some input in the formation of brand awareness and accumulation of reputation, so that the personalized marketing light will shine in the regional sample market.

There is no sincere devotion to the formation of brand strength. It is very limited to rely on the flickering ball on the logo and the strength of the agents. It is necessary to scientifically cultivate the brand related elements, such as product development, channel operation, sales and service, etc., and effectively input and concentrate efforts to gradually form the consumer's reputation for the brand, so as to gradually form their own brand.

Small shoe companies can also cooperate with localized reputable brand consultants, because their successful consulting cases prove that the brand strategy leads to the authority and maneuverability of the enterprises. For example, a brand consultant in Wenzhou has brought some Wenzhou leather shoes to a brand operation level through the humanized consulting service features. Meanwhile, the implantation of the marketing module in the regional sample market of leather shoes enterprises has also made some leather shoes enterprises get through many difficulties in the market. The success of its innovation has been well received by the Wenzhou shoe and leather circles.

Therefore, when we operate the regional market, we must clarify the "beginning" thing before we decide to win the terminal. We should implant the standard management module in the relatively mature regional market that the manufacturers have already won, and finally harvest the success of the market. This success is like full fruit, rather than shrivelled form, otherwise the so-called decision plan is just worthless paper trash.

Do not think that the government is a close eye on the "brand name". After all, one eye is open. Therefore, Prime Minister N should first create a successful strategic regional sample market, turn the "brand name" into a truly "genuine brand", and let a successful case go to the channel members to convey the authority of the strategic decision of the enterprise, so that consumers can come to your own brand name and let the consumers praise your brand.

The "winter" of selling shoes is not spent on the "side". It relies on its own hard work and hard work to push forward the formation of the brand with solid management. Therefore, from the management point of view, there is no "winter" in selling shoes.