Marketing Expert Interpretation Of Wenzhou Leather Shoes Development Strategy In 2010

In the 10 years since twenty-first Century, we are delighted to see several excellent Wenzhou shoes in China.

The metamorphosis is broken.

In the second 10 years of twenty-first Century, there will be a new movement of Wenzhou leather shoes enterprises.

After thirty spring and autumn precipitation

Such as Wenzhou, red dragonfly, and so on, the number of shoes in the country has exceeded 3000. If they are listed in 2010, then the power of capital will make the shop bigger and more. Like Wenzhou's five Horse Street and its nearby business circle, the pattern will go to more prefecture level cities. The development of China's first tier cities will no longer be a big problem for Wenzhou's leather shoes enterprises. "Wenzhou"

Yi Kang, spider king and other leather shoes enterprises run the streets and stores in the county and City Stores for all to see. They also have the strength to continue to innovate and go smoothly for the next ten years.

In addition to the above brands, such as Kangnai, AOKANG, red dragonfly and so on, there are also Thai, Jill, and so on. More Wenzhou leather shoes enterprises are holding together. This is the strength of Wenzhou's leather shoes! More industry authority voices will be played from Wenzhou, China's shoe capital.

Wenzhou shoe industry marketing today, it is not difficult to find that the funds of Wenzhou leather shoes enterprises were not very strong before, not to mention the successful introduction of advanced management processes. Therefore, in the past few years, Wenzhou leather shoes enterprises have been growing restlessly. In the second ten years of twenty-first Century, leather shoes enterprises will no longer be restless, but gradually come closer to peace and maturity.

Because of the power of capital, money will not be a problem. With the experience of opening a shop in the first tier cities, many of them will be promoted on a higher platform after the recruitment of opponents and experts in the top cities. The bottle strength problems encountered before will be improved, and the mature charm of Wenzhou leather shoes will conquer more consumers in China.

channel

Whether it is the peak or low period of development of the industry, whether it is the international financial crisis or the impact of domestic macro policies, the development of leather shoes terminals in Wenzhou has expanded from quantity replicating to the stable concentration of quality at the level of chain monopoly, and then returned to the upgrading and pformation of the quantity scale. This path will become the development skeleton of the shoe industry's brand development in the future.

In addition, the leather shoes industry has diversified extensions to department stores, shoe cities and online shopping malls, and the market share of domestic sales will have a new "partition".

The author believes that the success of channel and terminal operation comes from the strength of continuous accumulation, management and management and the cooperation degree of trinity of business agents and terminal businesses, as well as the precondition of marketing mix and the rapid reaction of industry chain.

Industry is in shuffle, we should also be good at "washing shop", "a tiger's power is far more than 26 cats". We must open up shop and learn to integrate ourselves, and we must be good at integrating other people, because terminal integration warfare is no longer a contest of homogenized marketing means, but a competition that combines all factors.

Therefore, in the next 10 years, leather shoes operators must make bigger and stronger market according to the brand strategy of manufacturers and the idea of agent regional planning. For dealers who do not attach importance to brand management, the brand operators should guide them through long-term training and sample lists, or directly run, join or operate in a new mode that can win win-win cooperation, so that the brand must take off at the terminal. We must grasp the "three steps": starting point, starting and taking off. These three steps are interlinked. In the negative negation process of "quantity quality quantity", we can deduce the operation situation of the shoe terminal, and this span will take 10 years or more to see.

Regional middlemen bear the responsibility of building a front-end market. The size and quality of shoe terminal operation are related to the development destiny of the brand. This problem is of great significance, which should arouse the attention of our leather shoes enterprises.

Brand promotion

In addition to brand advocacy for TV media input in 2010, many shoe brand strategy departments will launch brand new ideas, publicize the brand spirit, highlight brand vitality, and launch a series of creative ideas to seize the customers' mental resources.

In the construction of terminal image, leather shoes enterprises will launch a series of new images, such as exhibits and shop signs in the flagship store and strategic store, improve the brand grades of shoes on software and hardware, so as to win consumers' respect and recognition of their brands.

Regional operators, such as offices, direct branches or agents, must rely on the brand resources of the company, standardize the terminal image, cultivate the market, make top-notch services, and win the brand image on the new starting line.

We know that in the first ten years, the Wenzhou leather shoes enterprise asks the image spokesperson to open the way for the brand. In the next ten years, many leather shoes enterprises will not consider the renewal of the image spokesperson. All the actions will focus on the terminal operation, strengthen personnel management, do a good job of sales promotion, and make the shoe industry with low threshold to make extraordinary details management. It is also a skill to make Wenzhou leather shoes are constantly innovating.

Future prospects

According to the disclosure of macro information in 2010, the Chinese government's investment in people's livelihood is increasing. The consumption consciousness of the post-80s and 90s is more advanced and different. The flow of people from rural areas to cities will bring new consumption potential to the Chinese market.

The limited market capacity of shoe business circle will be displayed in the infinite competition: a terminal space war in leather shoes industry will be vigorously developed, and the storm of shuffling and washing will inevitably eliminate a number of vulnerable brands and shops.

But the industry will continue to innovate in processes and standards, and compete more orderly.

From the microscopic analysis of shoe feeling, under the power of capital, the shoe terminal of counties and cities will be rearranged and combined, and will undergo a marketing pformation. Some county stores will turn to the two or three line brand, which is a low cost development opportunity for the two or three line brand.

Finally, with the help of Jihu in the new era, I hope that the industry will have a good chance in 2010: everything is going well and the tiger pack will be completed. In the next 10 years, we will keep our feet on the ground.