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Facing The Industry Crisis, Shoe Enterprises Should Grasp The Initiative Of Survival And Development.

2010/8/2 14:29:00 49

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On August 2nd, with the appreciation of RMB and the rising cost, many factors led to this year.

Shoes and clothing

The industry did not appear in the past "gold three silver four", the market volume of the rapid decline in the volume of the tragedy is unanticipated, many more small and medium-sized shoes and clothing enterprises have to shut down and stop production, and well-known brands in CCTV prime time advertising also stopped.

As for the phenomenon of mass decline in the overall sales of shoes and clothing in the whole country, industry observation experts express their views differently.

In the face of the sudden industrial crisis, people feel deeply sorry at the same time, give us inspiration.

At present, shoes and clothing enterprises must end the passive marketing mode which relies too much on channels as soon as possible, and turn to the brand new strategic mode of building brand comprehensive strength, so as to control the basic market initiative, the channel leading power and the pricing right of speech.

The so-called "

market

The initiative is to guide consumption in the market rather than to cater to consumption, and to create popularity rather than follow suit; the so-called "channel dominating power" is the market control power; enterprises can participate in the formulation of rules of the game and seize the commanding heights of competition; the so-called "pricing discourse power" is to get rid of the problem of "low quality and low price", shift from price orientation to value orientation, and gradually get the pricing power, so as to win the respect of users.

At present, the vast majority of shoe enterprises are producing homogeneous products and competing at low prices, resulting in weak development of enterprises.

For those shoe companies that are determined to break through the market predicament, they should regard their competitors as training partners to cultivate their own adaptability. Competition should focus on performance comparisons instead of price wars.

In the brand targeted market, in-depth study of the deep-seated needs of target users, so as to create a complete product to meet the needs of users, relying on the unique value of the brand to become the first choice for users.

It's based on right.

footwear industry

With the correct judgement of market trend, a group of shoe enterprises in Wenzhou began to act early in the cold war and moved ahead with industrial pfer.

Let us take an example. AOKANG is the representative of winter for the "cotton jacket". Wang Zhentao carries out lean management within AOKANG and strengthens the construction of marketing network.

He said, "in fact, AOKANG has invested 1 billion yuan in cooperation with the Bishan county government of Chongqing to build the industrial park in the west of China.

The company has made industrial pfer ahead of schedule. This not only avoids vicious competition, expands market space, but also reduces the industrial cost and enhances the competitive advantage of the product.

After years of accumulation and concentration, AOKANG has taken the road of differential survival, becoming a model in the industry segmentation market.

AOKANG

For example, for small and medium sized footwear enterprises, which are temporarily at a disadvantage, it is more important to firmly grasp the initiative of enterprises' survival and development. They should be regarded as the lifeblood of enterprises. They should be able to stick to their strategic intentions, always keep a clear head from all aspects, and firmly grasp the initiative of survival and development, including the quality of products.

Marketing

The market initiative factors such as channels and so on, can have sufficient reasons to survive in the shoe market, and occupy the market.