Brand Marketing Of Shoe Enterprises: A New Way Of Marketing

With the rapid growth of a number of new brands such as Bao DA and Lei speed, the channel mode of their rapid growth is very bright. Their channel mode is another way to change the traditional "provincial agent system" as "urban agent system" or "city agent + provincial generation". After the innovation channel model, these brands' outlets have indeed made rapid progress.

However, while bringing rapid expansion to enterprises, the "urban agency" mode is also burying the difficulty of implementation.

At present, most brands are very optimistic about the "perfect" model of urban agent, but how to choose the right time to cut in?

What kind of essential hardware do we need in the pilot city agency mode?

This has become the focus of more growth brands in Jinjiang.

Phenomenon: Urban agents become "new favorites"

Recently, a recruitment advertisement for "mayor" in every place has appeared in newspapers, magazines and websites. This is the first large-scale trial of the mode of urban agency channel.

The so-called "mayor" should be responsible for the expansion of the market in the first tier cities that are currently locked up by Bao Da, which is responsible for the business expansion, goods distribution and network development of the city.

"A warehouse distribution warehouse, a van.

This is the sword that Bao Da gives to business managers. They need to use these two weapons to split up the terminal structure of land in the first tier cities.

Relevant person in charge of Bao Da company.

According to the introduction, at a suitable selling point, the company will provide 1 sets of shelves and 200 pairs of shoes.

A consignment point of 1 pairs of shoes is sold, and a certain proportion of cash rebates can be drawn from it.

If necessary, you can place the order at any time, and the warehouse will be distributed throughout the city.

That is to say, in the city, with the storage warehouse of Bao DA as a center, those consignment points will form a number of "point to point" sales terminals.

There is no coincidence.

At the 2010 autumn and winter ordering meeting of the national brand of Lei Hui casual shoes, the management executives and agents of the company reached a consensus that they should speed up the development of the core agency and implement the channel system construction idea of "changing from channel oriented to customer oriented".

This also means that the thunder speed brand that has just been on the road will also try the city agent for the first time.

Li Guomin, general manager of Lei speed brand, said that because the brand startup time is not long enough, agents can not completely cover the whole country. Therefore, the supplementary channel mode of urban agents may solve this problem.

"For example, the East and West span of Shandong is relatively large, and the consumption habits of Qingdao and Ji'nan are often different. The provincial generation is sometimes more willing than the other, so we propose to set up a city agent in Qingdao, on the one hand, it can meet the needs of market expansion, and on the other hand, it can avoid the blind spot that has been developed across the board."

The most important concern in the channel system of Bao DA and Lei speed is that in the "point to point" sales terminals formed by brands and outlets, they can directly sink to the two or three line cities surrounding the surrounding area, including some towns.

Objection: facing challenges such as logistics talents

There are plenty of people who disapprove of city agents.

Ceng Guanghua, marketing director of UMBRO sporting goods Co., Ltd. made a vivid analogy: the market is a large fish tank, the province is the big fish, the city agent is the small fish, imagine, at the same time, catch 100 small fish to salvage, or only catch some big fish.

"Since a new brand has just started operation and limited in many resources, how can we have a perfect logistics system to support the layout and development of urban agents?"

Ceng Guanghua said.

The new brand UMBRO, which also just started soon, insisted on the way of saving the province. Ceng Guanghua expressed satisfaction with UMBRO's expansion in the national market. He affirmed the role played by the provincial development market.

At present, the company has more than 20 provinces, with the help of the provincial network, UMBRO has made the northern market in a short span of six months.

Ceng Guanghua believes that in the long run, urban agents are indeed conducive to the operation of the company's brand. However, the real popularization of ERP logistics system still needs a lot of manpower, material resources and time. How to solve some specific problems in terminal retail management remains to be seen.

Under normal circumstances, through the ERP logistics management system can play the role of deployment, monitoring and management of daily store sales management, but it can not solve the actual distribution problem, especially the issue of return, need to have strong logistics warehousing support in the local, otherwise, any single item in a single store will be replaced, and then it will be changed from the company headquarters to the past, it will be time-consuming, laborious and costly.

"In addition to resources and other resources allocation constraints, originally factory style brand operation, talent team is more in the construction period, where do we have a relatively perfect retail management team to operate urban agents?"

Yang Hui, director of Shuai step marketing, sighed.

Yang Hui believes that the urban agent as a direct investment will be the future development trend of the brand, but different stages need different channel pattern matching. From a suitable point of view, the city agent is not suitable for the first time to attract investment. Perhaps the cost of developing a direct city agent is enough to open up the whole country. The relationship between local agents and the familiarity of market operation will help the brand to start.

Way out: trial from some areas

Although there are always a lot of problems in the implementation of urban agents, this is, after all, an embarrassment of perfection.

Most brands are optimistic about city agents. This has been a terminal development mode.

Different from the traditional direct branch and the provincial generation channel mode, the city agent does not increase the cash burden and does not generate inventory. Every day, according to the sales volume, it will replenish the company's local warehousing and logistics center at any time, and get a certain proportion of cash rebates.

For brands, setting up the terms of daily checkout and rebate per consignment point not only guarantees timely withdrawal of cash, but also collects market feedback information at the first time according to the sales status of various sales outlets, which is conducive to the unified scheduling of goods and subsequent development of the market.

The benefits are obvious.

However, how can we eliminate the worries in the eyes of the industry?

Selecting regional markets for trial may be an option.

Stakeholders suggested that urban agents could first choose Jiangsu and Zhejiang provinces.

"The logistics and pportation are convenient and close to the production base of shoes and clothing, which makes it easier to pilot city agents."

Ceng Guanghua told reporters.

Li Guomin also said that the cost of a city agent is always more expensive. Under the specific operation, the head office will have higher requirements for the agent's joining conditions in the city, which may require 30 square meters for the provincial generation, but the urban agent for direct joining is usually as high as sixty or seventy square meters. In addition, the consumption situation of the local market can not be fully grasped, so the head office and franchisee should be more careful in the development of the terminal network.