Wenzhou Women'S Shoes Go On Chain Store Brand Monopoly Road

October 8th,

Recently, the reporter was leading 23 women's shoes in China shoes market.

In the last 2 years, a group of women's shoes, which have grown up in Wenzhou through wholesale and retail stores in the whole country, have begun to take the same brand name and unified decoration chain management brand.

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In recent years, Wenzhou women's shoes have sprung up, and a large number of Wenzhou women's shoes have sprung up like mushrooms, becoming the new highlight of Wenzhou's footwear industry.

According to statistics of Wenzhou shoe leather industry association, in 2009, the annual output value of footwear industry in Wenzhou was 70 billion yuan, of which more than 300 women shoes enterprises had an annual output value of about 26 billion yuan.

Xie Rongfang, Secretary General of Wenzhou shoe leather association, said that compared with Chengdu, Guangdong and other domestic women's shoes production base, Wenzhou women's shoes have been in the forefront of the national counterparts in terms of brand awareness and market network construction.

In particular, the women's shoes enterprises in Wenzhou have strong brand awareness and quick renewal of ideas, and strive for the brand, whether in the image spokesperson or the channel innovation.

Wenzhou is the most popular brand in women's shoes.

Open shop

Wenzhou women's shoes used to be mainly wholesale agents, and there are thousands of retail terminals throughout the country.

In the past 2 years, a large number of women's shoes enterprises have begun to replace the original wholesale stores in a unified image store.

Some women's brands even open two stores or outlets directly above to enhance the brand's terminal image.

The famous brand footwear industry started monopoly in 2008, opened more than 1000 stores in 2009, and sold millions of pairs of women's shoes.

Zhou Xiaohong said that the number of stores will increase to more than 2000 this year, and the shop will continue.

After launching the monopoly, agents in many regions are confident and are among the top three of the local shoe market share.

A Chengdu agent even said that in the footwear sales market in Chengdu, "do not do" big brother ", also need to be" sister-in-law ".

Zhou Xiaohong said that compared with women's shoes in Chengdu, Guangzhou and other places, the brand awareness of Wenzhou women's shoes enterprises is stronger, which is probably the biggest advantage of Wenzhou women's shoes development.

Liu Xiaobiao, general manager of Suzhou Ye bird Shoes Co., Ltd. plans to add five hundred or six hundred stores this year.

For the young boss, the biggest regret is that he had no idea of running a brand monopoly before. If he had started earlier, would he not have taken the lead?

The Denilson shoe industry Co., Ltd., which launched the monopoly mode in the same way, has begun to update the terminal since the first half of last year. It has opened more than 2000 stores in the whole country.

In order to update this pformation, the company's one-time decoration investment amounted to about 30000000 yuan.

According to Zhang Xinming, chief executive officer of the company, sales performance was very good after the terminal was updated, and sales in 2009, such as Chengdu and Shenyang, increased by 40% over the same period last year.

Ge Mei Chi Shoes Co., Ltd. opened stores in 2005 and gradually replaced wholesale and retail stores.

According to Li Baoping, assistant director of the company, the pformation will be officially completed by the end of this year, and all wholesale and retail outlets will be withdrawn from the market.

Lu Haifeng, director of marketing of the more than 300 special counters (Hall), Seth Shoe Co., Ltd., said that after changing to the exclusive store mode, sales performance was even more prominent. A shopping mall in Henan sold more than 100 pairs of shoes a day, with a daily sales volume of 15000 yuan.

Advocacy of brand image is not cheap.

"Now we need to make money for the brand."

A woman shoes brand enterprise boss said so.

In recent years, the brand awareness of women's shoes enterprises in Wenzhou has become more and more strong. Apart from the establishment of exclusive stores, their investment in brand publicity is also great.

In the 23 women's shoes enterprises surveyed, most of the women's shoes brands have at least a few million or even tens of millions of brand promotion plans.

Cecilia Cheung, Ting Mei, Li Bingbing, Chen Hao and some other influential women stars in China have become the spokesmen of Wenzhou shoes brand, such as Zhuo Shi Ni, Ming Dian, Ge Mei Qi and Ti ya.