Shoe Market Direct Operation Mode Becomes Trend

Looking at the shoe industry as a whole, regardless of the considerations, for the vast majority of shoe companies, the direct operation mode of the regional market seems to be an inevitable trend.

There is no denying that the game between brand enterprises and regional agents has always been a hot topic.

If agents do not operate well, enterprises are eager to operate in person. If not, for a brand enterprise, "two birds in the forest are not as good as a bird in hand".

Is the "7" big interest point straight worth?

Whether it is a pure conflict of interests between the two sides or a strategic need for the actual development of enterprises, the mode of direct operation is a way out of question. But a beautiful vision needs more tough will and careful planning.

In reality, there is no shortage of applause from successful people. But don't forget that there are still many failures to learn from others.

Over the past two years, the trend of direct selling has been booming: first, the region which was originally operated by agents was assigned directly to the headquarters to appoint a team to operate directly from the branch to manage franchisees or to set up direct stores; secondly, vigorously open new direct terminals or return the original franchisees to the direct battalion.

The reasons for this trend can be roughly summed up as two points: first, the need for market competition; the relationship between manufacturers from the beginning to the present and the frequent game; after more than 10 years of development, the disadvantages of the agency system have been gradually revealed or misappropriated, or in arrears of money, or at a time when there is no easy way out, or rely on old age, continuous demands, or old ideas and poor execution.

At the same time, direct operation can help shoe enterprises to enhance their ability to control terminals, enhance the speed of supply chain reaction, reduce channel costs, enhance profits and enhance their competitiveness.

Two, the needs of listing and financing, BELLE, Saturday, Anta and other listed army, to a large extent, in the direct channel of holding heavy soldiers, this is clamoring for the big shoe enterprises are directly oriented, direct battalion can increase the total assets of enterprises, achieve the rapid growth of performance in books, in order to win a higher market value.

However, over the past two years, as far as the actual situation is concerned, many enterprises are not successful in their direct operation, and their market performance has not only improved but also declined rapidly.

The weak operation ability of enterprises is revealed under the direct battalion mode.

Enterprises can manage well the "one mu three points" headquarters, but are unable to reach other regions. After cutting off agents, enterprises often find that they do not have the right management personnel and management team at hand, nor do they have readily available replicable methods.

Under such circumstances, rapid direct operation may bring about disaster to enterprises.

Then, the enterprises need to clarify why they need to rebuild the direct battalion. Relative to the risks and costs they may face, are the benefits brought by the battalion strong enough? Generally speaking, rebuilding the direct branch and developing the direct channel can at least achieve the "7" interest point.

1, realize the flat channel and reduce the circulation cost.

The intermediate links of agents are removed, and the circulation level is minimized, thus achieving the cost advantage of terminal competition.

2, encourage agents to promote the operation level of distribution channels.

3, alleviate the pressure of channel inventory and dredge channel goods flow.

4, establish brand image and promote channel investment.

The more crowded the streets are, the more expensive the shops will be. The opening of stores in these areas will be large and risky, but the image will spread well and the profits will be great.

However, the business philosophy or financial strength of an agent is usually unbearable. Enterprises have a cost advantage and a business advantage in setting up flagship stores in this area. They can not only establish brand image, but also achieve the purpose of promoting investment.

5, lay the foundation for capital operation.

As mentioned above, if enterprises want to strengthen direct control over the terminal, they must gradually reduce the distribution channel of agency, that is to say, increase the proportion of direct market and joint market.

With the improvement of enterprise management and control capability and the maturity of resource conditions, the proportion of direct market is gradually expanded, thus laying the foundation for the financing strategy and capital operation strategy of enterprises.

6, refining regional and store operation mode to promote channel sales ability.

With the increasingly fierce market competition, most agents appear to be more willing and less powerful in fierce market competition, which requires enterprises to provide more support and assistance to them.

It is not necessarily for them to pfusions, but more importantly, to establish a set of functional systems that can sustain hematopoiesis for them.

The establishment of enterprise direct operation system is to extract this set of functional system that can make regional and store operate efficiently, and realize the common development of headquarters, region and store.

7, quickly grasp the real information in the first-line market, and provide decision-making reference for channel distribution.

Market demand is