Wenzhou Leather Shoes Enterprises "Transform Into The Silk Road"

In the 21st century, we are delighted to see several excellent leather shoes in Wenzhou, the shoe capital of China enterprise It has successfully gone through 10, 15, 20 and 30 years. In the baptism of the industry for decades, they have experienced twists and turns and also gained many successes. They all have a certain scale of retail terminal network and marketing gains and losses cases. These are the precious wealth of leather shoes brands and become the leading force in the footwear industry.

The power of Wenzhou leather shoes

In the second decade of the 21st century, Wenzhou leather shoe enterprises will take new actions to transform and break the situation:

After 30 years of precipitation, Kangnai will set sail again after riding the wind and waves.

There are more than 3000 Wenzhou shoe brands such as Aokang and Red Dragonfly across the country. If they are listed in 2010, the power of capital will open more and more stores. The sample list pattern like Wenzhou Wuma Street and its adjacent business districts will move to more prefecture level cities. The development of China's first-class cities will no longer be a major problem for Wenzhou leather shoe enterprises.

The ability of Yierkang, Spider King and other leather shoe enterprises to operate stores on the streets of counties and cities is obvious to all. They also have the strength to continue to innovate and take advantage of the situation in the next decade.

In addition to Kangnai, Aokang, Red Dragonfly and other brands mentioned above, there are Ritai, Gilda and so on. More Wenzhou leather shoe enterprises are working together, which is the power of Wenzhou leather shoes! More authoritative voices of the industry will be played from Wenzhou, the shoe capital of China.

Today, it is not difficult to find that Wenzhou used to be leather shoes The capital of the enterprise is not very strong, let alone the successful and perfect introduction of advanced management processes. Therefore, a few years ago, Wenzhou leather shoe enterprises have been growing in agitation. In the second decade of the twenty-first century, leather shoe enterprises will no longer be restless, but gradually move towards peace and maturity. Because of the power of capital, capital will not be a problem. With the experience of opening stores in first tier cities, after competing with rivals and experts in top cities, many things will be improved on a higher platform. The bottle power problem encountered previously will be improved. By then, the mature charm of Wenzhou leather shoes will conquer more Chinese consumers.

channel

Whether it is the peak period or the trough period of the industry development, whether it is the impact of the international financial crisis or domestic macro policies, the development of Wenzhou leather shoes terminal, in the mode of chain monopoly, has expanded from the duplication of quantity, to the stable concentration of quality, and then returned to the upgrading and transformation of quantity and scale, This path will become the development thread of the future shoe brand. In addition, with the diversified extension of the leather shoes industry to department stores, shoe stores and online shopping malls, the market share of domestic sales will show new "segmentation".

The success of channel and terminal operation is derived from the accumulated strength, the idea of operation and management, the degree of cooperation of enterprise agents and terminal business, as well as the pre emptive marketing mix and the rapid response of the industry chain.

When the industry is "shuffling", we should also be good at "shuffling". "One tiger is far more powerful than 26 cats". When we open a store, we should also eliminate the rough and extract the essence, learn to integrate ourselves, and also be good at integrating others. Because the terminal integration war is no longer a contest of homogeneous marketing means, but a competition of comprehensive factors, breaking up the parts into the whole and turning the miscellaneous into the essence, Realize the value output of product carriers. Therefore, in the next 10 years, leather shoe operators must follow the ideas of manufacturer's brand strategy and agent regional planning to expand, strengthen and refine the market. For dealers who do not attach importance to brand management, brand operators should be guided through long-term training and sample lists, or direct marketing, joint operation, or other new models that can achieve win-win cooperation, To make the brand take off at the terminal, we must grasp the "three steps": starting, starting and taking off. These three steps are interlinked. In the process of negation of the negation of "quantity quality quantity", the operation situation of the shoe industry terminal is deduced. This span will take more than 10 years to be known.

The regional middlemen are responsible for building the front-line terminal market. The scale and quality of the shoe industry terminal operation are related to the development destiny of the brand. This issue is of great significance and should arouse the attention of our leather shoe enterprises.

Brand promotion

In 2010, in addition to building momentum for brands in terms of TV media investment, many brand strategy departments in the footwear industry will successively launch new brand ideas, promote brand spirit, highlight brand vitality, and launch a series of creative ideas to seize customers' mental resources.

In terms of terminal image construction, some leather shoe enterprises will launch new images of exhibition equipment, shop signs and other series of industry-leading signs in flagship stores and strategic stores, and improve the grade of leather shoe brands in software and hardware to win consumers' respect and recognition for their brands.

Regional operation organizations, such as offices, direct sales branches or agents, should rely on the company's brand resources, standardize the terminal image, concentrate on the market, provide first-class services, and win the brand image at the new starting line.

We know that in the first ten years, Wenzhou leather shoe enterprises invited image spokesmen to open the way for their brands. In the next ten years, many leather shoe enterprises will not consider the renewal of image spokesmen (there are also some contrary practices). All actions will focus on terminal operations, strengthen personnel management, and do a good job in promotion, It is also a skill to make the low threshold shoe industry into an extraordinary detail management. Wenzhou leather shoes are constantly making innovation efforts.

Future prospects

From the disclosure of macro information in 2010, the Chinese government is increasing its investment in the field of people's livelihood. The post-80s and post-90s consumer awareness is more advanced and different. The flow of people from rural areas to cities will drive the new consumption potential of the Chinese market.

The limited market capacity of the footwear business circle in the infinite competition will be shown as: leather shoes The terminal space war of the world is about to play out, and the "storm" of card shuffling and store shuffling will inevitably eliminate a number of weak brands and stores. However, the industry will continue to innovate in processes and standards, and the competition will be more orderly.

From the micro analysis of shoe sentiment, under the power of capital, the county and city shoe industry terminals will be rearranged and combined, and will experience a marketing transformation. Some county and city terminal stores will switch to second and third tier brands, which is a low-cost expansion opportunity for second and third tier brands to catch up, It is also hoped that the marketing staff working hard at the front line will not give up this opportunity and continue to strengthen and expand the store.

Finally, on the occasion of auspicious tiger welcoming the new year, the author wishes the industry people that in 2010, full of opportunities, everything is going well, the "tiger clothes" are well adjusted, and in the next 10 years, they will continue to move forward on a down-to-earth basis.