Depth Analysis Of The Key Points Of Shoe Enterprises Development

Industry elite analysis, export and domestic sales

Trade patterns are totally different. Foreign trade is followed up after production.

We need to set up different management teams and build new sales channels.

The road of pformation of foreign trade enterprises is bound to not be smooth sailing. It needs to break through its own bottleneck and cross many barriers.

　　內銷之疑惑

Many small and medium-sized foreign sports enterprises are concerned about domestic sales.

At the time of the market, the relevant market experts can not help worrying.

According to the authoritative survey data, most of the small and medium-sized enterprises intend to export.

To domestic sales, there are still some enterprises that will not fully turn to export.

Domestic sales "two legs" walk.

According to the results of the interview, most of the small and medium-sized enterprises are export-oriented.

There are still many concerns about domestic sales.

What is the capacity of the domestic market?

Even the relevant market experts can not give authoritative data.

Anta President Ding Zhizhong has repeatedly said, "the export of domestic shoe market is nothing but Eastern Europe and South America. These sales volume does not add up to the Chinese market."

In order to get a share in the "big enough" market, those small and medium-sized enterprises gradually spread through towns and villages as the base, and took the route of "encircling the cities in the countryside", especially the three or four tier markets outside the first tier cities such as Lining, Anta and 31st degree Sports, such as northeast, Shandong, Shanxi, Hebei and Shaanxi, and the southwest markets such as Yunnan, Guizhou and Guangxi.

According to dealers, there are dozens of shops selling shoes of the same texture and different brands on one street, so competition is fierce.

Competitive homogenization.

People who have participated in brand new product launches or ordering meetings will often find the word "declined to take pictures" at the scene.

"No matter what style is designed, once it appears on the domestic market, it will not be long before the similar products will spread out and the price will be relatively cheap."

A research and Development Department of a sporting goods enterprise in Jinjiang said that the product intellectual property rights were frequently infringed, and the imitators "lost their profits", eliminating the cost of product development and design, which led to the high cost of product design for the innovative brand, and resulted in the homogenization of competition towards white hot.

If enterprises do not launch market segmentation products according to the actual situation or research and develop personalized products with independent intellectual property rights, enterprises will be more difficult to survive.

Brand operation cost is high.

According to relevant domestic market survey data, it will cost at least 70 million yuan to establish a shoe and clothing brand in China.

In addition, the brand needs to continue to invest and maintain after it has been set up.

At the exit

Bi Xiaofeng, executive general manager of Baofeng shoe industry in Quanzhou, told the reporters that the export market should only reflect the characteristics of the factory, while the domestic market must reflect the characteristics of the brand.

In the case of simply considering production, there is no such thing as brand operation cost.

The cost of sales channels increased.

Bi Xiaofeng, executive general manager of Baofeng shoe industry in Quanzhou, told reporters: the most important difference between export and domestic sales is that domestic sales must exert great efforts in the construction of sales channels.

It is reported that the current domestic market basically adopts the way of consignment, and the payment is seldom done on the spot.

"In order to prevent sellers from getting into debt, enterprises can only ask the other party to pay a certain margin, or to jointly operate the monopoly point by way of shares, which has increased the sales cost of enterprises."

Insiders say that some channels of circulation also need to charge various enterprises such as "rack fees", "promotion fees", "holiday fees" and "promotion fees".

These "stumbling blocks" that affect the pformation of enterprises need to be cleaned up.

　　沖破“迷霧”的方法

Changing concepts from a new perspective

In the foreign trade enterprises, the inertia thinking of the leading team is the first obstacle to the development of the domestic market. It is impossible to blindly develop the domestic market without excluding the influence of this Empiricism on the leading team.

Therefore, ideological pformation is the top priority of the pformation of foreign trade enterprises.

Ideological pformation is not a simple sentence, but a process of re understanding itself, market and opponents.