Discussion On Fast Selling Theory Of Footwear Enterprises -- 10 + 10= Of Business Opportunities In The World?

I. 3C enterprise environment characteristics,

After entering the twenty-first Century, the open China has become increasingly rich and powerful and integrated into the world economic integration process. The new economy and new technologies have been rapidly bred and developed. Customers, competition and change (Customer, competition, Change referred to as 3C) have become an important force affecting the development and success or failure of enterprises.

眾多鞋行業(yè)內的“老字號”同樣能真切體會這種變化，鞋行業(yè)從賣方市場變成買方市場，曾經(jīng)的代理商瘋狂搶鞋場面已經(jīng)一去不返，具備更多選擇、信息、知識和貨幣的客戶擁有了更多的話語權，而鞋業(yè)品牌競爭也從無序混戰(zhàn)的春秋時代走向數(shù)雄爭霸的戰(zhàn)國時代，百麗、星期六等已上市或其它籌備上市的鞋企更使得資本成為行業(yè)演變的新推力，并購大大加速了行業(yè)洗牌進程;如果說之前我們更多只認識到客戶和競爭帶來的影響，那么2009年由美國次貸危機所引發(fā)的全球金融海嘯則讓我們知道了什么叫Change (變化),這正是蝴蝶效應(The Butterfly Effect)的絕妙體現(xiàn)，中國經(jīng)濟已加入了更加混沌復雜的世界經(jīng)濟大循環(huán)中，難預測、非線性的世界經(jīng)濟系統(tǒng)有太多的不確定性，這讓企業(yè)經(jīng)營的復雜度和風險性呈幾何級增長。

Of course, Change (change) brings challenges to us, as is also brought the opportunity, in addition to the excitement. The financial tsunami subversion the original game rules excited excited threxcitement agexcitement excited excited excitement agonexcitement agexcitement excited excitement agonexcitement excited excitement agonexcitement excited threxcitement threxcitement excited excited excited excited excitement agonexcitement excitement excited threxcitement threxcitement excited excited excited excitement agonexcitement excited excited excitement agonexcitement excitement excited threxcitement excited excited excited excited excitement agonexcitement excitement excited threxcitement excitement excited excited excited excitement agonexcitement excitement excited threxcitement threxcitement excited excited excited excited excitement agonexcitement excitement excited threxcitement threxcitement excited excited excited excited excitement agonexcitement excitement excited threxcitement excitement excited excited excited excited excitement agonexcitement excitement excited threxcitement excited excited excited excited excited excited excitement agonexcitement excitement excited threxcitement excitement excited excited excited excited excitement agonexcitement excited threxcitement excitement excited excited excited excited excitement agonexcitement excitement excited threxcitement excited excited excited excited excited excited excitement agonexcitement excitement excited threxcitement excitement excited excited excited excited excitement agonexcitement excitement excited threxcitement excitement excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement excited excited excited excited excitement agonexcitement excited threxcitement excitement threxcitement threxcitement excited excited excited excited threxcitement excitement threxcitement threxcitement threxcitement excited excited excited excited threxcitement excitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement excited excited excited excited threxcitement excitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement threxcitement the heart of the heart.

Two, pay attention to the supply chain theory of system optimization and co integration.

　　伴隨著新世界、新環(huán)境、新變化所應運而生的新理念、新經(jīng)濟、新技術(信息技術、物流技術等)給企業(yè)變革帶來了新的動力，這里我們要重點談一談近十幾年來發(fā)展起來的供應鏈理論，所謂的供應鏈就是因客戶需求而形成的增值鏈，包括主體企業(yè)與其合作伙伴從產(chǎn)品研發(fā)、原材料采購、產(chǎn)品生產(chǎn)、分銷、零售的所有環(huán)節(jié)和流程，其理論發(fā)展的背景正是由于新世紀里市場需求的快速變化，傳統(tǒng)的企業(yè)以自我為中心，其戰(zhàn)略、組織、制度、流程由于僵化而很難適應快速變化，形象來說即船大難掉頭，因此企業(yè)開始注重價值鏈的分析和供應鏈的分解，尋找和打造自己的核心競爭力去經(jīng)營最有利于自己的供應鏈環(huán)節(jié)，外包不擅長或不盈利的環(huán)節(jié)，通過協(xié)同和集成來整合內外部資源以匹配和適應快速變化的外部環(huán)境，著名企業(yè)如Zara、Dell、IKEA、7-Eleven等都有應用供應鏈理

On the classic case.

Short term interest game can not achieve the goal of maximizing the value of supply chain; because the organization, system and process are unreasonable, and incentives are mainly local targets, every link and departments in the supply chain are self governed, pursuing unilateral interests unilaterally, and the basic activities such as research, supply, production, marketing and so on are often out of step. They can not form a value chain that thinks effective collaboration, and the overall system coordination is poor. The information integration system in the supply chain is backward, and the logistics and information flow of the enterprise are often distorted and distorted, unable to deal with business data in a timely and accurate manner, and can not analyze and make use of information flexor and quickly to cope with the market. Traditional enterprises often have the following disadvantages, such as lack of cooperation and trust between the main enterprises and the collaborative enterprises in the supply chain.

In systems science, system optimization is to integrate conflicting elements within the system, or to balance, select and coordinate elements that are not mutually conflicting but must be coordinated.

The goal of system resource integration is to achieve the overall optimization of the system rather than the optimal goal of the system.

Therefore, system optimization first needs to determine a system boundary. Only when the system boundary is determined can it facilitate its integrated operation, otherwise it will not be able to proceed.

The goal of supply chain management is to improve the efficiency and efficiency of the whole system and reduce the comprehensive cost. It requires that the main body enterprises not only focus on internal resources, but expand the system boundaries to the entire supply chain, plan, coordinate, operate, control and optimize the supply chain, and quickly and flexibly and high quality to meet the changing customer needs. The goal is to deliver the right Right (Product Right) at the right time (Right Quantity), the right quality (Right Qulity) and the right state (Right Status) to the right place (Right Right), and strive to maximize the total revenue of the parties in the supply chain, while maintaining the level of customer service while minimizing the total cost.

Supply chain management has two outstanding characteristics: Coordination (synergy) and Integration (integration).

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The first is Coordination (synergy). The single enterprise in each link of the supply chain is an independent unit of interest. If we only consider the maximization of their own interests instead of standing in the supply chain to consider the maximization of the common interests, there will be a double lose situation.

In the game theory, there is a famous "Prisoners Dilemma", that is, two thieves a and B committed a crime. The private residence was caught by the police but no evidence was found.

The police put two people in two rooms separately. The police policy is that if one person confessed, but the other person did not recruit, the person was immediately released. The unwanted person was sentenced to 10 years' imprisonment (the worst result of one party). If two people were recruited, two people were sentenced to 5 years' imprisonment (double lose result); if two people were not recruited, they were acquitted without evidence.

Although he doesn't know whether or not to confess, he repeatedly weighs and finds that he chooses "recruit" most beneficial to himself. Therefore, he will choose "recruit", and B will also choose "recruit". The result will be 5 years, but if two people do not recruit, the result is two people are released, but this result will not happen, because in case of information and communication between two parties, they can only choose the best result for themselves, not two people.

For shoes and garment enterprises integrated with production, research and development, sales, from R & D department, raw material manufacturer, OEM processing plant, headquarters, branch offices and agents to stores, is a supply chain. Each link unit must establish trust and cooperation relationship, and carry out band operation according to market timing and consistency. Otherwise, it is very likely that all parties in the prisoner's dilemma will pursue the best result but lose the final result.

Next is Integration (integration).

由于供應鏈各環(huán)節(jié)的信息脫節(jié)，會產(chǎn)生Bullwhip Effect(牛鞭效應)，即供應鏈前段顧客需求的小小波動會通過門店、代理商、分公司、工廠、原料供應商逐級放大，最終在后端的備貨、生產(chǎn)產(chǎn)生極大的波動，這主要是供應鏈各環(huán)節(jié)沒有實現(xiàn)信息集成而產(chǎn)生的信息失真，因此通過高效的信息平臺對供應鏈各環(huán)節(jié)各部門的信息進行集成和共享非常重要，此外Integration(集成)還不單單是信息的集成，也是知識的集成和共享、員工在價值觀和文化上的集成，使得供應鏈能成為一個對環(huán)境能做出有效反應的“有機體”，而非依靠命令和指令的“機械體”，我們可以看到有著卓越供應鏈管理水平的企業(yè)都實現(xiàn)了資源配置和客戶分布的全球化，使得供應鏈管理能超越時空局限和個體局限，站在更高的角度來優(yōu)化資源提升效率。

Three, the "fast selling theory" is to effectively integrate supply chain of shoe enterprises, use systematic thinking to integrate and optimize internal and external resources, and grasp the time and timing by band operation to balance supply chain demand and production, and improve the response speed to the market.

Because of the rapid change and unpredictability of the business environment, the life cycle of new products is becoming shorter and shorter. If the only way to combat this change is to firmly grasp the time, time has become a scarce resource which is more important than human property and needs more management. Peter F. Drucker, a management guru, (Peter Drucker) puts forward in the Effective Executive (effective manager): "time is the most scarce resource in the world, and there is no substitute for time."

In the new economic era, the winner takes all the food. Only when the customer demand has not changed and the competitor has not yet responded, can the opportunity for survival and development be achieved.

The key words of "fast selling theory" and "time marketing" in the practical application are to seize the shorter and shorter product life cycle, seize the time and opportunity to break the traditional idea of "relying on the heaven" in the footwear industry, use the difference of the regional climate and popularity between the north and the south to match the allocation of resources in the time and space, and no longer worry about the impact of climate fluctuations on the "one city and one pool", such as the hot summer and the cold winter. The R & D departments can quickly get market feedback from the products, and quickly adjust the research and development direction. In addition, the band also overcomes the malpractice of large-scale production resulting from the original seller era, and balances the demand through the wave band and ultimately balances production. The principle is similar to the balanced production method in TOYOTA JIT. "Band (band research and development, band production, wave band and wave band promotion") is precisely the "band".

Similarly, the benefits of band operation on other aspects of supply chain of shoe manufacturers are immeasurable: for consumers, band operation increases the freshness and attractiveness of terminal stores; for agents, it reduces the pressure of capital turnover and inventory sluggish pressure on large quantities of incoming goods; for the branch, the band is conducive to grasping the effective product life cycle, because the band breaks down the original forecast period of several months, reduces the prediction risk and improves the hit rate of smooth sales, reduces inventory and improves profits and sales.

"Quick sale" must seize time and integrate effectively and react quickly.

The theory of fast selling also emphasizes the rapid digestion of every band of every season. Because the opportunity cost exists, if the product can not be digested in the season and be processed next year, the loss is much greater than that in the season. We can account for this: suppose a pair of shoes is priced at 160 yuan, the retail price is 300 yuan / double, and the inventory is 1 years. The loss is (1) "warehousing and financial cost": 10+10=20 yuan; (2) "sales opportunity cost": occupying the shelf loss, new product sales profit =140 yuan; (3) the negative impact of brand aging on customers.

The total cost of opportunity is 160 yuan plus brand negative effect, that is, (1) + (2) + (3) addition, if a year can be sold at 200 yuan, the residual value is 200 - (160 yuan + brand negative impact) = 40 + brand negative impact, so it is worth selling at 40 yuan.

In fact, the rapid processing of seasonal products is not only a low price strategy, but a good use of effective outlets and holiday promotions, walking in front of competitors and actively responding to competitors' reactions.

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The differentiation of products, terminals and services is the key point to achieve quick sales. Because of the strong power of Customer (customer), in the past, the key factors of the success of enterprises, such as T (delivery time), Q (quality), C (cost) and S (service), also need to add E (Experience customer experience), such as the unique design and function of the product, convenience of purchase, the fit of the brand to the consumers' psychology and emotion, and so on. Only when the differentiation is realized, can the core customers purchase in time for each product band instead of holding the money or waiting for the competitive brand to choose the purchase price, otherwise the band operation is likely to become a disguised price competition.

Many shoe companies can no longer spare no efforts to improve the performance of the terminal. In addition to the escalation of the door shelf versions, many enterprises have been drawing on the experience of European and American space aesthetics and employing professional companies to design products. They also focus on original theme, serialization, modularity and combination in products, and strive to achieve comprehensive differentiation.

The change of the concept of the whole staff in the supply chain is the first cornerstone of the implementation of the "quick sale theory" by the headquarters. Only the right ideas can do the right thing. Any great change can not be separated from the spread of the concept. Only when the new concept is deeply rooted in the hearts of the people is the opening day of the new revolution.

It is not fearful to resist the conflict or even make mistakes in the implementation of fast marketing. Only when we do it can we know whether it is right or wrong, as long as we communicate, understand, discriminate, practice and adjust constantly.

It is important for people to change their minds. Only by focusing on solving concepts and personnel problems, and by building a framework and creating an atmosphere, we strive to have a good organizational and institutional basis in the initial state of change. Through performance appraisal and talent echelon construction, we can gradually rationalize the team structure and reduce the subsequent series of changes due to human problems.

The standardization and standardization of the organization, system, process, product, terminal and so on is the premise of system optimization. The standardization and standardization management of shoes and clothing enterprises is a very important basic work, such as fine management for store classification, price segmentation and category combination, so that different types of terminals can match different market types and core consumer groups, and carry out inventory Standardization (according to the market level, business area and sales volume of stores, determine the storehouse's standard stocks in the short and high season, strictly control excessive inventory) and category standardization management. Similarly, we all know that chaos, randomness, irregularity, and immeasurable things can not be optimized. In operational research, the optimization model must be clear based on the system boundary, system variables and constraints.

Shoe enterprises have escalated from the initial price competition, quality competition and brand competition to the new era of post economic crisis. "Quick sale" has become the embodiment of time marketing, and also the nuclear weapon of shoemaking enterprises under the new background and new form. In the movie Kung Fu, there is a line that tells the secret of Kungfu: no firm, no break, only fast and fast. Only faster, better and more accurate than competitors can meet the needs of consumers one after another, so that they can really become the future leaders of the footwear industry.