In 2010, Domestic Shoe Enterprises Unrest &Nbsp.

2009, accompanied by

Whether it is a series of dazzling capital market roadshows in Jinjiang sports brand, or the fact that the listed companies are doubling their current sales revenue and profits in the current listing effect, they are undoubtedly deeply stimulating the brand of many domestic shoes and clothing that are stronger and bigger.

The Red Dragonfly "fly into" big business, not only lies in holding 33.33% of the state-owned property rights, but also accumulates the experience of listing and is familiar with the operation mode.

According to Qian Jinbo, chairman of the company, the plan for listing A shares of red dragonfly is actively pushing forward. It plans to report the application materials to the SFC next year. The company's top executives also claim to be able to complete the listing by the end of 2010, and 100 million shares are expected to be issued.

At the same time, AOKANG and Kangnai, two of the two footwear giants that belong to the Wenzhou Department of red dragonfly, are also on the market.

In addition, Jinjiang sports shoes and clothing enterprises, which are strongly supported by the Quanzhou municipal government, and the main force of Guangdong footwear industry, have made various efforts to this end.

In view of this, more shoe and clothing enterprises will be listed successfully in 2010, and the marketing competition of the domestic shoe brands will be upgraded rapidly from the terminal network warfare to the capital war and the talent war.

Whoever can get the favor of the capital market will get the favor of the consumer market.

Transformation of domestic sales? Waiting for death or finding death? The key is to take the first four steps.

In October of 2009, the author was invited to take part in the Dongguan footwear exhibition by "world shoe net". I made a keynote speech entitled "marketing strategy, where the road is -- the way to pform the footwear industry category channel". The audience mostly came from the Dongguan footwear enterprises that currently undertake foreign trade orders, and I personally felt the urgent need for foreign trade leather shoes enterprises with Dongguan region as the typical representative to carry out the pformation of domestic sales.

Including Quanzhou's sports shoes, children's shoes, slippers and other industries, are also faced with continuing to undertake foreign trade orders, or to carry out domestic sales pformation, continue to OEM production or start building a brand hard choice.

What needs to be pointed out is that the idea that foreign trade shoes enterprises want to pform themselves into "one battle" with the aid of domestic sales is simple and terrible. The creation of brands needs time to accumulate and test. Every stage of brand building can not be completely omitted. What foreign trade shoes enterprises can do at this stage is to learn from the successful experience and failure lessons of existing domestic shoe enterprises in building their own brand, and combine their own resources and capabilities, appropriately compressing and shortening some stages of brand building, and speeding up and filling up their own homework related to the pformation of domestic marketing.

In 2010, there will be more and more footwear enterprises that aspire or explore the pformation of domestic sales.

Before carrying out the pformation of domestic market, it is necessary for shoe enterprises to carry out strategic thinking to clarify the pace of their domestic marketing pformation: the first step is to clarify the strategic positioning of domestic sales, and the second step is to make clear the advantages of footwear industry, and the third step is to define the market positioning of domestic brands, and the fourth step, to make clear the development strategy of sales channels.

Only by understanding the above four core issues can the path of domestic marketing pformation be on the right track.

Direct camp is half way to sea and half to fire!

In the 2009 year, the circulation of the Jinjiang regional sports brand shoe business regional direct branch company is a reflection of the business dilemma of the shoe brand for the regional management and control mode.

Take two examples: one of the fast growing well-known second line brands, because the general manager of a direct branch company has misquoted the cost of entering the shopping mall, the headquarters must not cancel the direct branch company, instead of implementing the regional agent mode, so that the agents in the surrounding area take over the market; another well-known brand of second line, because the personal data of a general manager of a direct branch company are not properly controlled (its false information is mixed up), has resulted in the financial relatives of the headquarters expatriate being dragged down, all the goods in the warehouse have been sold off, all the company's money has been sold away, and all the company's money has been run away, leaving a situation of "mute eating Coptis chinensis, and bitter words can not speak out".

Although the above examples reflect the current situation and problems of the lack of professional ethics of Chinese professional managers, they are also the bitter fruits of the management mode of the direct branch company, which lacks actual effect in the footwear industry.

Regional direct battalion, to a crossroads at a dilemma! {page_break}

As the listed shoe companies hope to increase the overall valuation value of the network assets by means of the buyback channel, how to achieve effective control of the direct branch companies in the year 2010 will become a barrier for the shoe enterprises to seek listing.

On the whole, how to extract and solidify business management, financial control and information control in direct battalion branch is the urgent task and the only way for shoes enterprises to get in place.

In this regard, I sincerely advise the shoe enterprises eager to carry out the regional direct marketing: the water in the regional battalion is very deep. Let's look before we leap.

Inventory backlog - many years of stubborn disease, how can we eradicate it?

In 2009, due to the weakness of domestic consumption caused by the global financial crisis, the discount of the shoe industry brands has been blowing up and down. However, the backlog of shoe brand stocks is not due to the global financial crisis. The global financial crisis has only accelerated the opening of the "open secret" window paper which is a serious problem in China's footwear industry.

The Fujian shoe brand, which has been developing rapidly through the futures order meeting mode, began paying for the blind members of the channel members and compulsorily pressing goods at the ordering meeting for many years, and borrowed the classic line in the movie Infernal Affairs: "come out and mix up sooner or later!" these payment methods include: cancel the order index, increase the credit limit, or provide paid loans.

In 2010, the problem of backlog is still grim. Some shoe enterprises may fall down because they are overwhelmed.

It is a good prescription to eradicate the stubborn disease of shoe enterprises by exploring the reasonable matching of futures and spot proportions and upgrading the ability of quick rewriting of footwear enterprises.

In particular, the three stages of effective supply chain response and seamless order development, order fulfillment, order digestion, will become a long-term solution for China's shoe brand to light up and win the market.

Now, more and more enterprises are using science information technology or third party logistics to enhance their control over inventory and sales.

Online sales -- a new starting line. Who can take the lead?

The hot degree of shoe industry category online shopping market in 2009 has undoubtedly added a glimmer of color to the sales situation of shoe industry in the 2009 overall recession.

Local enterprises have increased the sales opportunities of online shopping subgroups and accelerated the processing efficiency of backlog stocks for the shoe enterprises that have already launched physical store sales.

As a rising star of footwear enterprises, leather shoes, children's shoes and foreign trade footwear enterprises have obtained the opportunity to reshuffle the existing sales channels and even wait for the opportunity to flop with the help of online shopping channels.

However, the water of the network is not very good. So far, only Lining has made frequent reports in the local shoe enterprises. The sales volume of e-commerce has increased 12 times in one year, and the official mall has gone through the task every month. 60 thousand of the net members in the year are on the official website of Taobao platform, and the daily turnover is over one hundred thousand yuan a month.

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In 2010, Internet sales will become more popular. No shoe enterprise can ignore the real contribution of online sales.

Many enterprises have stepped up their offensive in the network channel.

However, after all, network channels are different from traditional channels and have exclusive channel characteristics. How to overcome the difficulties of channel pformation and meet the needs of network sales? How can the enterprises that are proficient in traditional channel sales overcome the difficulties of channel pformation and adapt to the needs of network sales? With the increasing share of online shopping channels, the necessity of coordinating interests with traditional channel entities is becoming increasingly urgent. How to separate the goods structure and price positioning between entities and online stores? How to balance the interests of distributors, franchisees, online purchasing agents and franchisees in the existing monopoly system? All of these will be the real problems faced by every shoe company that is willing to break through with online shopping channels.