AOKANG: Implementing Fruit Marketing Strategy
In 2009, the leading brand of China's leather shoes.
AOKANG
It has launched "more than 3000 stores in China".
Fruits
"Marketing" strategy, like selling fruit, will be launched in eight seasons a year, with new products coming up every one and a half months, breaking the traditional practice of the shoe industry in the four seasons.
As a direct consumer oriented and fashion oriented footwear product, quickly capturing the changing needs of consumers is the key to AOKANG's success in the market.
AOKANG has found that with the growth of China's economy and the increasing consumption ability of consumers, footwear products have moved from durable goods to semi fast consumer goods or fast moving consumer goods.
Some female customers may buy several pairs of new shoes in one quarter.
leather shoes
It has become an element of dress matching.
After taking the change of customer's needs sensitively, AOKANG decided to implement the strategy of "fruit marketing" with 25 to 40 years old, better economic conditions and more advanced customers.
The design department is constantly pushing the new company, and the company's order will be changed from four times a year to eight times a year.
As the replacement speed of new products speeds up and brings pressure to the logistics system, the company then recommends that retailers order less batch and batch, relieving their own logistics pressure and ensuring that sellers' inventory can be kept at a reasonable level.
This marketing innovation has promoted the performance of single stores in more than 3000 stores all over the country, and the performance of the southern regional cities has been enhanced notably in the different stores.
With this innovation, the overall sales of AOKANG leather shoes increased by 20% in 2009.
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