Direct Camp Mode Has Become The Mainstream Of Shoe Enterprises' Development.

Since 2000, Daphne The focus of channel strategy is shifted from agents to self owned stores, and the scope is also expanded from shopping mall counters to street stores. Among the many footwear brands, there are not many direct marketing modes like Daphne. Daphne owns 4 brands of Daphne, love, Amanda and shoe cabinet. There are more than 4000 stores in the whole country, more than 20 provinces and municipalities directly under the central government, and far to Xinjiang, Tibet and Inner Mongolia. In order to ensure satisfactory quality and service to consumers, Daphne always adheres to the direct access channel. Daphne believes that relatively speaking, there are many changes in the way of franchising. It is difficult to control. Direct stores are easier to manage. Enterprises can check the operation of all channels, and will not affect the operation of enterprises because of the changes of franchisees. Once there are individual shops running poorly, the company headquarters can mobilize all forces to help them overcome their business difficulties.

We all know Direct shop It is not a new concept, but rather the most primitive mode of shoe enterprise development. It played an important role in the early development of shoe enterprises. Later, because of the realistic demand for rapid expansion of brands, the agency mechanism was introduced, and shoe manufacturers focused more on production and research and development. The development of channels relied more on agents scattered across the country, and the direct operation mechanism gradually faded away from people's vision. However, with the expansion of the scale of enterprises, the contradiction between manufacturers and distributors has become increasingly prominent. The agency marketing system has begun to collapse, and the high profit advantage of the direct mode has begun to appear, which provides an important prerequisite for the upgrading of factory outlets and retail outlets.

Moreover, the direct establishment of Direct stores by shoe companies can shorten the chain of agents, reduce the level of agents, enhance the ultimate control of sales terminals, thereby achieving higher profit returns, and facilitate rapid response to consumers' feedback. This will help shoe manufacturers further improve the evaluation system of suppliers such as materials and processing, refine service standards, and shift the supply chain management from extensive to meticulous direction, which will help shoe manufacturers to control product quality.

Moreover, the direct store not only bears the direct responsibility of improving sales profits, but also shoulders the important task of upgrading the brand. General consumers do not know much about brands, and their brand impressions are mainly through brand stores, but some franchisees do not operate properly. Promotion discount It has hurt the brand image in an invisible way. Therefore, shoe companies need to pay special attention in the process of direct marketing, so as to create competitive outlets that can fully display their brand image.

So how can we do a good job in the direct store? First of all, the direct distribution of products in the store is conducive to showing the grade of the brand. Apart from paying attention to internal and external loading, Direct stores should pay more attention to rational product layout, highlight the main products, make good use of space and make rational use of store resources. For example, the brand advertisement should be placed in a striking place, and the product layout should be as hierarchical as possible. High grade decoration plus reasonable layout can bring out the grade of brand.

Secondly, good service attitude is conducive to displaying the culture of the brand. Service attitude is the main board of store management, and the quality of service affects the reputation of the brand. Good service can directly get two effects. On the one hand, it can increase the turnover rate. On the other hand, service personnel can directly transmit the brand culture brand information to consumers through service platform, through service personnel explanation. Long term courteous and considerate service will bring more repeat customers to the brand.

Again, constantly updating shop products is conducive to displaying the brand's innovation. Compared with franchised stores, Direct stores have a quicker grasp of goods information, so we should try to accelerate the speed of new products entering stores. Direct store must pay attention to keeping freshness, so that we can constantly sell new products in order to display the brand's innovation speed and enhance customer's confidence in the brand.

In recent years, the development of Direct stores has gradually become the mainstream of the development of shoe enterprises. Direct stores have some advantages, but there are many difficulties. The compression of channels will inevitably be accompanied by the widening of management span. As long as the headquarters can manage dozens of agents, once the intermediate links are omitted, it becomes necessary to control hundreds of stores. This requires not only the considerable human, material and financial resources of enterprises, but also requires enterprises to have sound management information system and accurate data analysis and processing capabilities.

Therefore, the shoe enterprises can take direct cooperation to reduce the capital demand and risk of the sole proprietorship by introducing cooperative funds to set up direct stores, and chain enterprises can also solve the capital problem of establishing direct outlets through the search for external investment funds.