Shishi Shoes And Clothing Enterprise Seeks Survival In Change

　　 To achieve sales growth, shoe and clothing enterprises must rely on sale Network dealers, "although in the middle school of enterprise development, dealers have made great contributions, but as they become more and more difficult to control, this is not conducive to the long-term development of the enterprise."

Xiao Fu, manager of the planning department of Shishi Mulinsen Shoes Co., Ltd. and a senior insider, said that how to deal with the relationship between the headquarters, agents and dealers will determine the future development of the enterprise. In recent years, Shishi shoes and clothing enterprises have set off a wave of changes in the inherent sales channels and models. From the overall results, these enterprises' changes are successful.

"My current sales volume has reached ten million yuan, and with the company's continuous decentralization, my ability to get goods will be stronger." Zhu Jiping, the general manager of Hubei Jirui Trading Co., Ltd., who will come to Shishi to attend the Edenburgh order meeting early next month, told reporters that "Lao Tian" (Tian Qiming, the chairman of Edenburgh) hoped that he and his team could win the overall power of a certain area of Edenburgh, "I'm thinking about it." It is understood that since 2003, when acting as the brand of Attenborough and opening the first Attenborough store in Xiaogan, Hubei Province, Hubei Jirui Trading Co., Ltd. has owned five Attenborough stores in one urban area, forming the encirclement of Attenborough brand to other men's wear brands. Zhu Jiping introduced that the continuous expansion of Jirui Commerce and Trade can not be separated from the transformation of the inherent sales channels and models of Attenborough. For example, if a regional direct marketing center is set up and power is delegated to dealers, dealers will have a sense of "ownership" and dare to expand. Last year, after the launch of the third generation terminal mode upgrade channel for men's clothing, Attenborough has taken the lead in transforming a Yunmeng store into a living hall. In June this year, the flagship store of Attenborough, located in the most prosperous section of Wenhua Road in Xiaogan, with a business area of 500 square meters, was also in the process of transformation and upgrading. "This year's sales will definitely exceed 10 million yuan."

Not only Attenborough, but also Noble bird 、 stava Many brand enterprises of Shishi, such as Kabin, Dadi and Shengtianhu, are reforming their traditional sales channels and models, such as accelerating the layout of "regional direct sales centers" and setting up direct sales branches. Mr. Chen, an insider, told the reporter that after two years of reform, most of Shishi's brand shoes and clothing enterprises are currently following the "regional direct marketing center+provincial general agent" or "regional direct marketing center+dealer" model, which can maximize profits. Last year, a brand enterprise of Shishi realized a 35% growth by effectively adjusting its market operation on the basis of the existing regional direct marketing centers and direct marketing companies, timely regional integration, focusing on commodity research and development and production, and improving the order accuracy of terminal distributors when the profit of channel agents declined.

"If you are poor, you will change; if you change, you will be able to pass; if you change, you will be able to pass for a long time. Shishi enterprises are looking for vitality in the change," said the relevant person in charge of Shishi Quality and Technology Supervision Association.

During this year's Haibo Expo, Shishi brand costumes such as Attenborough, Dadi, Willancy, and Strya attracted much attention. They not only had novel designs, updated logos, and launched new brands, but also changed some companies' investment policies, which were more attractive than before. The number of dealers also increased significantly compared with last year.