On The Development And Breakthrough Of Leather Shoes In The Period Of Economic Pformation

In October 29th, in recent years, the output of leather shoes in Wenzhou increased dramatically.

First, the listing effect of BELLE.

1 billion 600 million yuan to buy San Da...

With the acquisition of a series of big acquisitions after BELLE's listing, domestic shoe enterprises have entered the stage of capital competition.

At a press conference, a reporter asked the chairman of the board of directors of BELLE, "have you raised 80 billion yuan in the capital market, will you invest in other fields"?

Mr. Deng Yao, chairman of BELLE's board of directors, said, "I have concentrated on making shoes all my life. I used to be like this, and I will continue to do so."

Obviously, in the future, the stronger the stronger, the weaker the weaker, the bigger fish will eat fish and so on.

BELLE's leather shoes are now firmly occupying the first place in high-end consumer areas such as shopping malls and department stores. In the future, it will undoubtedly expand to the potential market of leather shoes.

Two, product, commodity, brand and capital operation mode.

Market rule tells us that the competition in shoemaking industry can not be separated from four stages, from product to commodity to brand, and then to capital operation.

Three, the market position of leather and sports shoes brand has been preliminarily fixed. The potential of leather shoes brand is unlimited. [an error occurred while processing this directive]

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The domestic leather men's shoes are Wenzhou's brand as the main force, and AOKANG, red dragonfly and Kangnai lead the first line brand, the company is catching up with each other. The other two or three line brands are in a delicate position. The first line brand of leather shoes is headed by Guangzhou BELLE and Daphne, the two big brands and some women's shoes brands occupy the second line brand status; the field of sports shoes is dominated by brands such as Lining, Anta, and 361 degrees, PEAK and so on.

Leather shoes are only a blank in brand competition. In the near future, they will win the battle and decide the brand of strong leather shoes.

Four, leather shoes Olympic year

This year is the Olympic year of China and the Olympic year and key year for the domestic market of leather shoes brand competition.

If we miss a good opportunity, we will be inferior and passive in the future competition.

Moreover, with the return of the network channel, such as hypermarket, miscellaneous shop, counter, etc, the requirements for arrears, support and subsidy are becoming more and more stringent. With the acceleration of urbanization and the steady growth of the economy, the improvement of the national education quality leads to the change of the original sales channels. The provincial general agent is thinking about the changes, and the shoe enterprises are in the contingency. Who will get out of the line and break through sooner, and who will gain a strong brand position.

Therefore, from the previous production as the core, leather shoes enterprises must have a fast pition to marketing as the core and carry out comprehensive resource integration. All departments of the enterprise should make every effort to cooperate with the marketing center to make breakthroughs and improvements in the market.

Five, leather shoes 10 million phenomenon and present situation.

1, low price competition.

The vast majority of leather shoes enterprises in China are currently competing at low prices, and the sales channels are mainly wholesale and miscellaneous shop, and the terminal sales are recommended by the style and guide salesmen. The wholesale marketing mode shows that many agents rely on the original family team mode operation and emotional public relations. The operation of the regional market is not carried out by Brand Company, resulting in the scale of the products difficult to cross 10 million. The terminal is based on the brand name shop and the special hall as the main channel. The quality and image of the terminal are poor. Most of the business owners and regional agents are also small and impatient.

2, focus on production and development, and think marketing is useless.

After more than 10 years of development, leather shoes enterprises, which rely on production, have enjoyed the sweetness of production. They believe that as long as the quality is slightly better and the new styles are new, they are not afraid of no sales, and earn a few bucks for a pair of shoes and win by quantity.

Moreover, as long as the product is good, the wine is not afraid of the alley, others are not important.

In fact, products also need packaging and marketing environment to promote sales.

Most of the leather shoes enterprises do not even have marketing centers, and the sales department is only for production services. Basically, they can only play the role of firemen and passively cope with the market, and rarely go to the market for investigation, and maintain and enhance the terminal quality.

3, pay attention to short-term benefits and kill the goose that lays the golden eggs.

Leather shoes enterprises from the head office, the general agent to the dealer, still do not have a strong sense of crisis. They feel very good now, the shoes can be sold out, and the production is busy. So they take advantage of the immediate interests, earn first, and then do not fight the brand. Let alone make the brand investment big, slow down, and bear the loneliness.

4, "brand heart, production soul, businessman brain" phenomenon.

Actually, as a business owner, it is not that he has no brand awareness, but that he has a brand's heart and great heart. He can not only make his brand known for two days in a day, but the reality is that production is the most important. Everything is centered on production and production is the soul. Only because the direct effect of production is profit, the profit comes out of the product, and the profit controls the brain of the businessman.

The brand is not loud, the profit is low, it doesn't matter. At least there is still money to earn. If you want to earn more, the boss first thinks of producing more and expanding the scale instead of raising the added value of the product brand and improving the profit margins of single and double shoes.

Furthermore, there is a conflict between the promotion of brand and production and network. The advantage of production lies in the new style. The foundation of the brand is the good style, and the new samples are disseminated to the consumers in time. So the worry of the boss is coming. What should others do to imitate?

5, only pay attention to the results, do not pay attention to the process.

From the previous analysis, we can see that the results of leather shoes enterprises are more important than anything else. For example, 10 million last year and 11 million this year, he will feel very good.

The result is an increase of 1 million over the past year.

As for how to grow, how much others have grown, how the terminal quality is and how consumers react is not what he focuses on.

Also can achieve 11 million, because the market demand is rising, and your business ability, your terminal team operation ability is improving or not? These are exactly what they do not pay attention to. They just care about the results and ignore the process, but the process is more important than the result. Without a good process, where can there be higher and better growth? After the wholesale market amount of the leather shoes market reaches 10 million, the general agent of the leather industry is patting the head with personal emotional public relations and family style team, digging out the original wholesale mode of the bag, being limited by ability and energy, leading to the loss of one's own and the loss of management, so that the management loses control, so that it lingers around 10 million, so it is very difficult to break through this bottleneck. Product life cycle and people's business thinking? The market is changing, and is becoming more and more serious. Competition is becoming more and more intense. The cost is higher every day. This year's 11 million is not the next year.

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Six, leather shoes enterprise brand breakthrough path.

To make a brand stronger and bigger, as a brand shoemaking enterprise in the initial stage of brand, no matter terminal merchants, distributors or enterprises, because brand awareness and idea are still at a primary stage, there is still a big gap between leather shoes and clothing brands. Therefore, it is necessary to integrate and standardize systematical integration, first of all, we need to integrate business modules and standardize processes in the head office, marketing companies and branches.

The head office should integrate and standardize the four major centers of administration, finance, marketing and production.

The four centers should integrate and standardize all departments.

The general agent should also carry out the corporatization operation, comb and standardize the four modules of finance, logistics, monopoly and market, followed by firm brand belief and long-term plan.

Brands are not built overnight. They need to accumulate over time, accumulate well, and have long-term plans, how to start the year, how to do the year of improvement, and how to do the year of the sprint.

Once again, we need to start brand engineering.

In order to start brand engineering, leather shoes enterprises should first brand positioning according to their own industry status and actual situation, and strive to build first-line brand or second-line brand, whether they are popular or fashionable, whether they are men's shoes or women's shoes, or do all kinds of leather shoes or leather fabrics and special fabrics. Brand positioning is very important, and then there should be clear thinking, based on the reality of the market, gradually improve the quality of the terminal from the initial accumulation, then start the monopoly project, open flagship store, carry out brand promotion and breakthroughs.

Specifically, how to do this is analyzed from the aspects of enterprises, regional branches and stores.

First of all, the company of leather shoes enterprises.

1, carry out the separation of production and marketing.

Establish a relatively independent marketing center or marketing company.

A professional marketing team should be set up, including planning, marketing, commodities, finance and other departments, so that professionals can do professional things and strive to be efficient, fast and high quality.

From the early role of the waiter, what services should be provided to the leather shoes market, the guidance and assistance in the medium term and the upgrading of the later stage.

2, plan the market and start the sample project.

National market plan: the national market as a "1", according to the actual situation of the enterprise is divided into several large areas, such as East China, Southern China and so on. Under the regional market, the provincial distributor is also the element that constitutes the regional market "1".

We should use the point effect of the model market to pull all the provincial agents on the whole.

Finally, the whole line will be covered and the market will be standardized step by step.

If conditions permit, leather shoes enterprises are best able to start the self operated model market in the location of the enterprise, carry out the branding operation, the model project, so as to facilitate the learning and imitation of the national distributors, so as to replicate the successful mode and carry out the Brand Company operation at the provincial level, and the regional offices should also create their own image shops for the reference, reproduction and learning of the dealers in the region.

The product image, service and management of the model store should be standardized, standardized and streamlined.

The whole line should be covered, and the regional division of offices must be clearly defined, so as to eliminate the problem of regional cargo rush.

3, formulate medium and long-term strategies.

We should not only walk down the road, but also look up the road.

The road is the direction, the direction is the strategy.

The first is to establish a 3 year strategy and implementation plan on the basis of brand positioning. The first year is the base year, the second year is the promotion year, the third year is the sprint year. Every year's promotion plan, execution, market reaction and effect embodiment must be followed up in time, carefully analyzed and accurately decided.

Second, we need to formulate complementary tactics.

According to the strategic goal of subdivision to every year, formulate relevant management policies, reward system, contract tender, etc., to ensure the intensity of strategy implementation.

4, formulate annual plans and track them in place.

The center of marketing, development, production and finance should draw up the work plan for this year according to the actual situation of last year, and confirm the annual work schedule.

Administrative, human resources and other departments and company leaders should supervise and track monthly and quarterly, and evaluate the implementation of various departments to ensure smooth progress according to the plan.

5, the planning department should set up a brand promotion team, quickly start the enterprise publicity and publicity.

The newspaper and magazine inside the enterprise are a good carrier for connecting production, sales and customers. Through this carrier, the general agent can feel the development situation of the enterprise, let the salesperson learn the marketing skills, let the customers see the connotation of an enterprise, and publicize a lot of soft language propaganda with the advertisement, when it starts, it can be promoted in the industry media, the brand is bigger, and the advertisement is put into the mass media.

It will take advantage of the situation, create momentum, take advantage of the situation and take advantage of it.

Next is the regional branch.

The competition in the regional market of leather shoes is simply that the regional branches can do more professional, detailed, systematic and more standardized in terms of the means and methods of brand operation. The comprehensive quality of the team is stronger than that of the rival brands, and is ultimately reflected in the market, which is reflected in every terminal store. Therefore, the brand regional branch must clap its head from the original wholesalers, rely on personal relations and efforts, and take the pocket stage pformation and upgrading into Brand Company operation.

1, set up a professional team to carry out Brand Company operation.

At present, many regional agents are also very decent after their careers. They have logistics, finance, and storefront, but they can get rid of the family type when they run the company. It does not mean that they are not good at running their own "couples" as nepotism, but rather professional, standardized and systematic management.

Use management to produce benefits, that is to say, the regional branch only moves from the original single wholesale mode to the Brand Company operation team operation, so that the benefit can be achieved through professional management.

2, do a good job in market planning and development.

The regional market plan of the branch considers the provincial regional market as a 1 character, and divides it into several districts according to the actual situation, such as the Taizhou, Jinhua, Hangzhou, Wenzhou and Ningbo regions of the Zhejiang market, and then finds out several commanding heights of influential and advertising effects from each district, such as the five Horse Street, Liushi, Longgang and so on.

The use of several points in each district to set up flagship stores, to pull a surface below the area, because every surface can be city, county, town, specialty stores, special offices, counters, and then carry out market development and maintenance, and ultimately covered the whole line.

3, set up flagship model store.

Only by opening your own image store, flagship store or model store will you attract more people to imitate you and change from the original retail store to the brand monopoly.

Therefore, the provincial agents must establish the image Office of the provincial branch office so that the regional franchisees can copy and learn, and play the role of investment promotion and advertising. The flagship store in each district will facilitate the goods, learning and advertising effects of franchisees in various regions.

4, formulate 3-1Q plan and market policy and management measures.

The regional branch should timely and conscientiously interpret the market policies of the different companies in different periods. Based on this, according to the actual market situation and the findings of the regional market, the policy of franchise, return management and the 3-1Q plan should be formulated in detail, namely, the three year strategy and the one year implementation plan.

In the process of execution, we must follow the principle of "quality determines destiny, details determine outcome, process is more important than result".

Once again, it is a store, that is, a store.

1 product mix.

The experience of wholesale before is that it is good to choose a good style. Therefore, wholesale depends on the retail sale of the style.

It is a combination of different styles, styles, prices and colors. Only by combining a product that meets the needs of the local market can it display its ability to attract customers' attention and promote sales.

2 image display.

The difference between a store and a miscellaneous shop is that it requires a high level of store image. Product display, shop advertisement, lighting, hygiene, POP props, music, guides and so on are all key points for the success of a franchised store.

To create a comfortable and easy shopping environment for customers and attract customers to visit your storefront naturally, you are half way through.

And the store is the stage of brand display. Consumers decide the understanding and impression of the brand through the quality of the terminal, and people want clothes, so the image packaging of the store is very important.

3 quality of service.

After attracting customers, the promotion skills and quality of service are particularly important.

The owner of the store should do a good job in the training of guide salesmen, do well the pre sale, sale, after sale service and VIP customer management.

To guide the shopping guide in the store, every customer who enters the shop is "RMB", that is God, to serve her well, and to push her into a paction, that is, to import "Renminbi" into his pocket.

It is very happy to plug the RMB into your pocket, so treat the customer with a smile from the heart, and treat her sincerely with the sincerity of God, serve her.

4 manage efficiency.

Through the management of the details of the stores, we can create a comfortable and relaxed shopping environment by using the details to create the comprehensive quality of the stores, so as to achieve the goal of managing the benefits.

Such as product design, replenishment, inventory, image maintenance and upgrading, service value for money and so on.

5 develop annual plans and annual work schedules.

The store plans according to the sales and market realities of last year.

These include annual sales target, cost, profit, promotion plan, new listing plan, advertising plan, image decoration plan, staff training plan, etc., and work out the annual work arrangement from January to December, then push forward according to the work plan, and decompose the annual sales target according to the season to every month, every day, then focus on the target, ensure that every day, every month, every year is completed according to the plan, and ensure that the details of the management are carried out in place, so that the annual target can be achieved according to the quality and quantity.

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In general, the brand operation of leather shoes enterprises should take the profit of the terminal as the core, enhance the quality as the goal, take the market as the guidance, and serve as the purpose, so as to manage the benefits.

Mr. Tang Jun, the president of Shanda, put forward the management mode of "simple and diligent", which I agree with.

"Simplicity" is the strategy of enterprises and the positioning of enterprises should be clear, clear, let people see at a glance to understand, so that the implementation will not go wrong direction.

"Diligence" is to put into practice and work wholeheartedly.

At the same time, we should adhere to the principle of "quality decides fate, details determine results, process is more important than results". At the same time, we must lay stress on improving internal strength and lay a solid foundation for upgrading leather shoes from product to commodity competition stage to the stage of brand competition.

The experience of shoemaking enterprises at home and abroad tells us that the vast majority of the market and profit in the future are created by the brand. The protagonist of the future is the brand, and the product is only a prop.

Who will take the lead in brand building and stick to it? Who will become the leader of the future industry?