Export Shoes And Clothing Enterprises Tighten Domestic Sales Enclosure

In order to establish brand status in the short term, Quanzhou's export to domestic enterprises take the lead in changing the sales mode of light industry products led by shopping malls and supermarkets, and grabbing Direct stores or Quanzhou brand "one street" in the whole country. Through unified packaging, identification, price and service, the brand culture of enterprises can directly connect consumers.

When the attention of the light industry focuses on "export to domestic sales", the sales channels of light industrial products are also facing a huge impact of "expansion".

As the main export base of shoes, ceramics and handicrafts in China, large and medium-sized enterprises in Quanzhou and Fujian have seized the same outlets and have increased sales outlets nationwide.

Therefore, in Shanghai, Guangzhou, and other first-class cities, the large business circles of Quanzhou can see large stores, some of which are mostly direct outlets of Quanzhou enterprises.

"It's like opening the Pandora's box in the sales channel, and making the traditional selling structure of light industry products mainly based on shopping malls and supermarkets."

Export enterprises expand domestic sales channels

Sun Chongming, a marketing analyst, said that direct stores have their own number plates and names, and have their own service, management and sales systems. They also have their own employees and customers, forming an independent sales entity.

In fact, there are not many enterprises that have implemented direct plan or self built channels.

Another Quanzhou brand "seven wolf" clothing related personage also disclosed to the reporter: seven wolves in Xi'an, Shanghai, Beijing, Jinjiang, Changzhou and other places have built a large "living hall".

In fact, the direct store mode has also been used for reference by Quanzhou tea enterprises.

"These enterprises in Quanzhou choose most of the first tier cities, and the outlets are generally located in the prosperous business circle. The business area is hundreds of square or even thousands of, and the decoration is luxurious and the products are abundant. It is indeed conducive to the display and dissemination of brand image, brand culture and the shaping of corporate culture."

"As an export enterprise, we are not short of product technology, but also have the ability to produce, but we need more high-end brand image."

From OEM era to brand era

Reporters learned that the development of the focus shifted to the domestic market of export enterprises, have laid a huge sales network in the domestic market.

"Now, we all want to establish brand status by controlling sales channels."

8 years ago, Ding Wenyong, who produced sports shoes, began to consider the way out for enterprises.

Such competition is even more prominent in the context of trade restructuring.

Analyst Sun Chongming pointed out that this environment will cause about 50% of enterprises to be eliminated.

In this regard, Ding Wenyong also admitted that the era of OEM has passed, and now domestic enterprises are developing their own brands.

It is understood that chain stores and franchisees can reduce the flow of products to the maximum extent, and invest less and build faster, which is considered as the fastest way to expand channels.

At the same time, the cost is also the reason for the large number of duplicated outlets.

Comparatively speaking, the pressure of brands entering the shopping mall is even greater.

The most obvious advantage is that "after entering the shopping mall, there is no way to deal with a large number of stocks. In the franchise mode, each franchisee will digest its inventory itself."