Five Major Propositions Of China Shoe Enterprise Development Strategy

First, what products does the channel sell? How do we grasp the rhythm of upgrading channels and improving categories?

Different types of products have different channel types. The relationship between category and channel belongs to a highly complex relationship, which is neither one-to-one nor not regular. What kind of channel structure does the domestic sales structure need to carry? Is the optimization of category structure promoting the upgrading of channel structure, or the upgrading of channel structure and the improvement of category structure? This requires shoes enterprises to plan ahead in advance, control the rhythm of both, and realize the proper combination and synchronous development of products and channels.

Second. Who will expand the channel? How to identify the regional market customer cooperation mode?

First, regional market agents should be leveraged to maximize the integration of regional agents' resources in the local market. The evaluation and selection of agents should correspond to the breadth of the pre planned channels, that is, what role do shoe companies want agents to play in the value chain of goods distribution? What role does it play?

If you want to set up a direct branch company to control and control the regional market, it will be more difficult for the shoe companies that have just been transformed into domestic brands. After all, the operation of the direct sub branch is far from being solved by funds. Talent team and management mode are two major problems that shoe enterprises must face.

For those shoe companies that want to shorten the channel level and expand the sales network with single store franchisee, they also need to carefully evaluate their marketing team's ability to manage and assist the terminal and supervise and control.

Third, which mode should we develop? How can we transform from wholesale to monopoly?

The author thinks that as long as we concentrate on brand image and display brand goods, it can be regarded as the beginning of monopoly transformation, rather than the exclusive store. From this point of view, the sale of specialized frames has blown the trumpet of the monopoly transformation. From the "special rack area, special counters to special shops and exclusive stores", this evolution is exactly the transformation process of the monopoly mode "sowing, rooting, sprouting, flowering and results".

Fourth, which kind of format sales? How to choose the main retail format of the terminal?

No matter which form of retail terminal format, it has become a "final realization of brand value transformation" role. As for the terminal retail business of footwear industry, shopping malls, franchised stores and chain shoe cities constitute the three main formats.

How to assess the development potential of the three major retail formats? The central island, the side hall and the special hall in the shopping mall, the single door, double door or flagship store in the exclusive store. These are the issues that every shoe company can't avoid when carrying out terminal layout.

How to realize the complementary advantages of the three major retail formats? The author suggests that the combination of "Sun Moon and stars" should be combined with the combination of level and point, brand and sales should be emphasized and local absolute advantages should be established.

The sun sets up 1 image stores or large stores to play the role of display window, brand image and sales model.

The moon sets up characteristic boutiques to shoulder the responsibility of contributing profits; or sets up special discount stores to play a role in handling inventory.
 
Stars - more open mall or side Island, shoe Super Edge hall or counters, street single door stores and so on, play a role in supply and marketing volume.

Fifth, speed or efficiency? How to balance the relationship between the number of outlets and the quality of outlets?

All footwear brands need to go through three stages of development, deep tillage and maturity. In the period of development, shoe enterprises should take terminal expansion as the main function and terminal maintenance as supplement; in deep tillage period, terminal development and maintenance should be equally important; when entering maturity, the terminal maintenance function should be the main and expansion should be supplemented.

Shoe enterprises should balance the flexibility and standardization of monopoly system with the development stages of different markets. In the initial stage of monopoly, Dongguan shoe enterprises should emphasize the form of monopoly: unified brand image, promotion and promotion of unification, and at the same time attract new customers to join. Its purpose is to establish a monopoly image quickly.

Once entering the stage of monopoly promotion, shoe enterprises should emphasize the standardization of monopolization and the intensive cultivation of single stores. It emphasizes the monopoly of content: the uniform style of goods, the unity of operation and management, and the attraction of new customers and the development of multiple stores with the guidance of old customers. The aim is to create a model of monopoly image for a long time and lay a solid foundation for the strategic transformation of domestic sales.
 
Judging from the three stages of the efficient supply chain reaction, the order development, order fulfillment and order digestion, it is judged that the export to domestic shoe enterprises occupy the absolute advantage in the second link, that is, the order fulfillment stage. This is the biggest accumulation of wealth for the shoe companies to open up the domestic market, and it is also the chance for them to dare to embark on this road.

Order development and digestion become the obstacles and barriers that can not be overtaken in the short term of the transformation of export oriented footwear enterprises. Among them, the key to smooth operation of order development is to carry out commodity planning and R & D group products on the basis of grasping the consumer demand of the domestic market, and order digestion requires footwear companies to create distinctive domestic brands and build a competitive Olympic model. Therefore, R & D, brand and marketing are the three short boards for the domestic market transformation of shoe enterprises. They must be replenish in order to promote shoe enterprises to move forward from the current club type structure to the dumbbell operation organization structure.

The footwear industry in Dongguan, especially in the domestic market, has a strong transition. The author believes that the footwear industry in Dongguan should form its own industrial cluster advantage and create superior products so as to form the overall brand image recognition and dominant category cognition of Dongguan shoe brand in the domestic market. Just like sports shoes in Jinjiang, leather shoes in Wenzhou, women's shoes in Chengdu. From the perspective of long-term development, the government should support Dongguan shoe enterprises to "walk on two legs and carry out both internal and external marketing". The footwear industry association also needs to timely exchange and share information dynamics of the domestic footwear industry cluster, integrate the intellectual resources of shoe industry brand service agencies, marketing consulting agencies, etc., and guide and help Dongguan shoe enterprises to create their own brands in a timely manner and expand domestic sales channels; local media should also contribute to the promotion and promotion of Dongguan shoe enterprises to expand the domestic market. Through the integration of government, associations, media and other forces, we will jointly promote Dongguan shoe enterprises to identify their own position and explore the way of development in the domestic sales sector.