Interpretation Of Channel Pformation Methods For Medium And Small Sports Shoes Enterprises

    中國運動鞋業在經歷十余年的風雨激蕩后，少數品牌浴血奮戰得以脫穎而出成為行業翹楚，多數品牌則仍在疲于奔命地爭奪著彼此并不樂觀的生存發展空間——此消彼長。

With the formation of polarization, the market structure gradually cleared up, and the tower type brand tier gradually formed.

Once the "overnight success" business miracle has been gradually reduced to the dream of sports shoes, the brutal reality of "big fish eating small fish" has become clear.

Under such a big background, as a "small fish" brand of medium and small sports shoes, we should not only guard against the attack of "fast fish" but also deal with the "sweeping" of "big fish".

How to win the battle and get out of the tight encirclement and become a new force has become the itch of "small fish".

Small and medium sized sports shoes enterprises are breaking through difficulties. In addition to actively strengthening the product system and accumulating brand magnetic fields as soon as possible, channel pformation is also the top priority in creating new competitive advantages.

As we all know, "big fish" has strong brand influence, high customer loyalty and strong profitability of natural stores. With the accumulation of resources, the "cleaning up" strategy of "opening large stores and opening many stores" is opportune, so that "little fish" is almost impossible to have a place: the original brand has weak influence and small added value, and it is often "Besieged everywhere".

The profitability of small and medium-sized brand stores is becoming weaker.

Therefore, the core of the pformation of small and medium brand channels is to improve the competitive advantage and profitability of the terminal.

This inevitably includes two aspects: first, the innovation of the channel structure; two, the optimization of the channel management mode; the author's right is called "the two major methods".

First, the innovation of channel structure.

The innovation direction of the channel structure should consider minimizing circulation, making the channel flat, increasing the profit margin of the terminal and shortening the chain of management.

From my point of view, we can focus on the construction of 3 channels:

First, the development of direct battalions and direct stores; at least 7 purposes can be achieved by developing enterprises' direct channel.

    1、實現渠道扁平化，降低流通成本

The so-called "flat channel" is to minimize the circulation link, thus achieving the cost advantage of terminal competition.

2, encourage agents to promote the operation level of distribution channels.

Enterprises in the appropriate area to establish their own direct branch offices, to other regional agents can play the role of "knocking mountains and shaking tiger", its subtext is: if you do not work hard to manage well, I will replace you at any time.

At the same time, it can also provide business support and guidance to agents, plus the greater investment of agents themselves, so that the purpose of business promotion can be achieved.

3, relieve channel inventory pressure, dredge channel goods flow.

The establishment of a direct branch or a direct store in an appropriate area can help the surrounding market to allocate goods in a timely manner, help to digest inventory and speed up the turnover of goods flow.

    4、樹立品牌形象，促進渠道招商

We know that the more densely populated and stronger purchasing streets, the more expensive the shops rent. The shops that open this lot are big and risky, but the image spreads well and the opportunity profits are great.

Enterprises in this area have direct advantages in the establishment of flagship stores. They also have business advantages. They can not only establish brand image, but also achieve the purpose of promoting investment.

5. Lay the foundation for capital operation.

We know that if we want to strengthen the direct control of the terminal, we must gradually reduce the distribution channels in the form of agency, that is, increase the proportion of direct market and joint market.

With the improvement of enterprise management and control capability and the maturity of resource conditions, the proportion of direct market is gradually expanded, thus laying the foundation for the financing strategy and capital operation strategy of enterprises.

    6、提煉區域、門店運作模式，促進渠道銷售能力

With the increasingly fierce market competition, most dealers seem to have more than enough strength in the fierce market competition, which requires enterprises to provide more support and assistance to them.

It is not necessarily for them to pfusions, but more importantly, to establish a set of functional systems that can sustain hematopoiesis for them.

The establishment of enterprise direct operation system is to extract this set of functional system that can make regional and store operate efficiently, and realize the common development of headquarters, region and store.

    7、快捷地掌握一線市場的真實信息，為渠道分銷提供決策參考

Enterprise operation must be guided by market demand. If enterprises want to grasp the real information of the first-line market quickly, it is best to understand the actual needs of the target market through their own direct stores.

In the brand of Fujian school sports shoes, the application of the direct strategy of the nine Kings is worthy of reference.

In almost all provincial capitals, nine Mu Wang adopted the way of direct operation, and the market at the county level and county level took the form of regional agency.

In this way, the core of the channel is mastered by enterprises, so that the distribution channel can not be used as a bargaining chip for agents and enterprises. In the operation of the market, enterprises can always be in the initiative position, and at the same time, they can better grasp the market and serve the management and management of the agent area.

Two, we should encourage agents to actively develop proprietary stores.

With the intensification of terminal competition, "Luoyang paper" has become a reality in store resources, with the limited influence of small and medium-sized brands and low added value.

The establishment of a self run store in the region is more advantageous than the franchisee's opening. It has the advantage of profit margins and the advantage of goods regulation. The profitability of the stores is relatively strong.

It is important that the opening of self run stores should be strategic.

It is necessary to plan the location of self owned stores according to the business status, business circle and competition environment of the city. Whether it is flagship store or image store or single store or discount store, different stores should have different strategies in image standard and goods allocation.