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Chain Monopolization And Traditional Market Mode Are The Same.

2009/4/3 0:00:00 39

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WTO has pushed the "fence" of the economy and brought new business opportunities to China's private enterprises, but the international leather shoes brands have entered China. The homogenization of products has become increasingly serious, and the sales channels are becoming more and more patterned. The overall situation of the shoe industry in China is not optimistic. The sales of the major shoe brands are not ideal. Even some good sales enterprises have to worry: from "big fish eating small fish" to "tiger eating lions", instead of "leading the wolf into the house" rather than "dancing with Wolves".

Strong market competition pressure, so that the popularity of chain monopolization is gradually darkening, far from meeting the operational needs of the new era. How can we stand out among many of our peers?

In particular, some small and medium-sized brands in the fierce competition, how to innovate marketing ideas and seek room for development?

Why does "chain Monopoly" come to an end?

As a successful chain franchised business model, many businesses have gradually realized the charm in recent years, and have followed up, adjusted their marketing strategies, and implemented chain monopolization as a primary means to occupy the terminal market.

Take the shoe industry giant AOKANG group as an example, since the opening of shoe industry chain in 1998, franchised stores have opened 3000 stores in the country in just four years, and become the main marketing method of AOKANG's "multi legged walk", which makes AOKANG grow at a rate of 40% per year, with an annual output value of more than 1 billion yuan, but "cake" is limited. With the introduction of this sales mode in the small and medium-sized enterprises throughout the country, some smaller manufacturers have even made no changes to AOKANG's marketing mode.

This step by step marketing strategy, to a certain extent, has promoted the development of China's leather shoes industry, making some small and medium-sized leather shoes enterprises avoid taking a lot of detours and rapidly upgrading a brand in a relatively short period of time.

But in the long run, it reveals that the innovation ability of China's shoe market is not enough. Especially after China's entry into WTO, with the further competition among enterprises, the enterprises that are in the forefront of peers will have to find new ways of marketing in the fierce market competition.

"Market competition is increasingly fierce, and market segmentation is also increasingly evident.

The advantage of an enterprise in marketing will gradually weaken.

Facing the new situation, we must adjust the marketing strategy in time.

Wang Zhentao, President of AOKANG group, believes that many brands are implementing multi brand management system in the current period. They implement "one brand and many products" and extend the industry. Some of them also implement "one product and many cards" and implement intensive farming and three-dimensional operations.

No matter what marketing strategy, if we want to further improve the market share of our products and achieve the goal of marketing success, we must innovate the sales way.

According to the survey, any marketing method has its periodicity. The traditional marketing channels include chain monopoly, which is a big problem in providing convenience for purchase, keeping the freshness of the product and the equivalence between the product and the price. For example, the goods of the stores and shopping malls, in order to support the image of its brand, we must make great efforts in decorating and image, which will increase the operation cost. Finally, the equivalence of these costs becomes a big problem.

For example, the distribution of stores between traditional brands is decentralized, and consumers have to buy the same type of products, buy goods for three stores, and have to search for one family and so on. For this reason, it is essential to carry out surgery on traditional channels to improve consumer satisfaction.

To solve this problem, the problem of "visible", "buy", "low cost" and "high grade" has become a topic that entrepreneurs must study. At the same time, it is imperative to improve service quality and enhance overall competitiveness based on existing channels such as boutiques, stores and stores.

Editor in chief: Du Jun