Shoe Wholesalers Change Concepts And Keep Pace With The Times

In the circulation chain of modern footwear industry, there is a link which is crucial to link up with manufacturers, which is shoe wholesalers.

For most shoe manufacturers, wholesalers do well in their work, and they are all alive. Wholesalers do not work properly, but the circulation is not smooth.

With the pformation of China's economic form from planned economy to market economy, the wholesale market environment of footwear industry has undergone tremendous changes: from seller's market to buyer's market, from wholesale to brand operation, from husband and wife stall to corporatization.

Shoe wholesalers can only change their ideas, improve their methods and keep pace with the times, so that they can remain invincible in the fierce commercial battle.

Historical review

China's shoe wholesalers group was born in the early stage of pition from planned economy to market economy. Some people with strong market awareness, wide information channels and many social connections became the first to eat crabs in the sea by virtue of courage, hardship and quick action, and most of them got the first pot of gold by tasting the sweetness.

The power of example is endless. As the relatives and neighbors' pockets continue to gain weight, more people join the shoe wholesaler industry.

Generally speaking, the development track of Chinese shoe wholesalers has gone through the following stages.

First, the "age of profiteers" (roughly before 1990): the market environment is basically a seller's market, and the market supply is scarce. Manufacturers (most of them are state-owned enterprises) are still in the status of "the emperor's daughter is not worried about getting married." wholesalers of shoes industry, depending on their relationship network, invite guests, send gifts, get the goods they want, and make money by changing hands. Many wholesalers have accumulated a certain amount of funds, experience and sales network at this stage.

Two, the "business age" (roughly from 1990 to 1995): after the reform and opening up, private capital and foreign capital accelerated to enter the footwear industry, easing the market supply and demand relationship.

Through the previous stage of development, shoe wholesalers have gradually become a bridge for communication providers. However, the guerrilla like management method can no longer meet the needs of development, so wholesale shops are inevitable.

Because the market environment is still relatively favorable, the shoe wholesalers' life is still moist, and the way of operation is basically staying indoors.

Three, the "business era" (roughly from 1995 to 2000): with the gradual balance of market supply and demand, more and more shoe wholesalers feel that the business is not as good as before. Passive passive waiting is not as good as taking the initiative to attack, so some conscious wholesalers began to take the initiative to run the market, promote sales, and hired a special salesman.

Fundamentally speaking, this is a profound change in the way of operation caused by supply and demand.

Four, "brand era" (from 2000 to the present): with the gradual saturation of market supply, a number of shoe enterprises began to seek a tight encirclement, especially the shoe industry in Wenzhou and Quanzhou.

Industry status

Fundamentally speaking, the competition of footwear industry is determined by the relationship between supply and demand at this stage.

Due to the low entry threshold of the footwear industry, a large amount of capital has entered the industry and increased competition among peers.

At present, the characteristics of footwear industry are as follows:

First, the surge of competitive enterprises and the serious saturation of the market.

How many shoe factories and how many shoe stores are there in China?

I am afraid the experts from the National Bureau of statistics are all having a headache.

The industry also has a joke that if the shoe factories in China are shut down for two years, it is estimated that the Chinese will not worry about wearing shoes.

There are many shoe enterprises and saturation of the market.

Two, brand consciousness is increasing day by day.

Walking around the street at random, the brand that consumers are carrying seems to be familiar. It's not on TV or in magazines.

It is an indisputable fact that consumers love famous brands.

As for the charm of famous brands, Shoes Wholesalers also have deep feelings. Choosing a brand is like choosing a wife. It's easier to make a living. There's always an invisible hand behind you to help you.

Three, the flattening of the channel is irreversible and the status of wholesalers is marginalized:

In the old circulation system, the disadvantages of various sections and long routes are being corrected.

Some strong shoe enterprises have begun to build provincial branches themselves, or even self retailing.

In the field of product marketing, the ideas of manufacturers gradually become clear and play a leading role, and the status of shoe wholesalers is becoming increasingly marginalized.

Four, large retail terminals are constantly emerging, squeezing the survival space of shoe wholesalers:

Under the background of China's entry into the WTO, foreign capital retail giants are very aggressive in taking up capital and running horses, and there are a number of domestic retail enterprises, especially department stores, which have made great progress through standardized management and capital listing. In addition, large scale private shoe retail terminals are emerging at all levels of the market. They mostly use "certain shoes city" as their own.

The emergence of these large retail terminals, to a large extent, hampered the wholesalers of footwear industry, enhanced the strength of the game between retailers and wholesalers, and squeezed the survival space of shoe wholesalers.

Five, improving the level of management has become a top priority.

Objectively speaking, the development of wholesalers in China's footwear industry is uneven at the present stage. A group of wholesalers with mentality and consciousness are rapidly becoming bigger and stronger, becoming a force that the market can not underestimate.

But most shoe wholesalers are still at a low level of development. They are not aware of new ideas, unclear ideas, poor funds and poor management, which have greatly hindered their growth and development.

Strain path

In the face of fierce market competition, most shoe wholesalers feel incapable of extricatting themselves. If this situation is not improved, many wholesalers will face the danger of going out. I believe that in the final analysis, we should be able to adapt to the trend of the times and adapt to changes.

First, change our concept:

"Concept decides behavior, behavior leads to result". In the process of pformation of shoe wholesalers, the change of concept is very important. At this stage, shoe wholesalers generally have the following mistaken ideas, which must be changed and improved.

1, wholesale complex: most wholesalers hold nostalgic complex, yearning for the golden years of "hand in hand, single handed delivery", and do routine work such as goods distribution and credit support.

2, short-term behavior: most agents think that brand is factory, brand promotion is a factory matter, has nothing to do with oneself, "do not concern oneself, hang on high", oneself only busy making money, making quick money, lack of long-term plan;

3, credit crisis: some wholesalers have not enough sense of good faith management. They only care about the immediate interests. They exaggerate the facts, and do not give lip service to them.

4, the lack of system: now the shoe wholesalers are mostly private bosses, the internal general lack of management system, mainly rely on family feelings, feelings and unwritten rules of conduct to maintain; lack of a complete set of standardized external policy system, the boss verbal commitment prevalent.

5, cronyism: many private bosses rely on relatives and friends to manage and manage businesses. They do not trust or reuse foreign employees, but do not retain talents.

Two, enhance learning:

On the whole, the cultural level of shoe wholesalers in China at this stage is generally low, and knowledge of modern marketing and business management is relatively low.

1, reading, reading newspapers and watching TV: most Chinese bosses do not read large business management books, but learn and manage from reading newspapers, watching magazines and watching TV.

2. Take part in the accelerated training course of modern management and management. Now, the training course of managers (presidents) set up by many universities and training institutions, though not expensive, is not too small. It is recommended that qualified footwear wholesalers take part in the training.

3, hire a consultant company: hire a professional consultant company to manage pulse and ask questions for your business management, and also tailor some training courses for your company so that your dealers can participate and change accordingly. This is a good choice to optimize the dealer team.

Three, absorb talents:

When the strength of shoe dealers is increasing and the scale continues to expand, we must pay attention to attracting talents, appoint talents and establish a humanistic concept. This is the long-term development of shoe wholesalers.

Prospects for development

After the curtain of the era of brand competition in the footwear industry, there are four competing markets. However, through the heavy smoke, we can still see the new trend of shoe market competition.

First, the information trend of shoe market competition:

With the rapid development of computer technology and information technology, it will bring a new look in the management of shoe wholesalers: remote control, online ordering and dispatching, and computerized management have become possible and implemented.

Two, the Branding Trend of shoe market competition:

In the future market, the brand "invisible hand" will become more powerful. The brand will become a sharp weapon for wholesalers to compete. The brand awareness of footwear operators and consumers will be improved unprecedentedly. Brand management is the only way for shoe wholesalers to develop.

Three, the flattening trend of shoe market competition:

Shoemaking wholesalers must complete the accumulation of funds in a relatively short time, and adapt to the trend of flattening of the channel, and gradually start self retailing, especially the self employment of key retail markets, and complete the pformation from wholesalers to large retailers.

Four, the sensitive trend of shoe market competition:

To meet the new market demand, shoe wholesalers must constantly improve the logistics process, shorten the supply cycle, strengthen stocking and replenishment skills, and improve the sensitivity of their own market.

Five, the fine trend of shoe market competition:

The management level of wholesalers in the footwear industry will go up to a higher level in the future. The overall management mode will change from extensive to meticulous. This is the inevitable requirement of the development of the times.

In the process of pformation, shoe wholesalers should pay attention to create a good external environment for themselves, including the relationship with factories, the relationship with local industry authorities, the relationship with competitors, and the relationship with the financial sector.