Dongguan Shoes Set Up Marketing Team &Nbsp; Enter The Domestic Market.

Perplexity:

Last weekend's shoe exhibition exposed the embarrassing situation of "world shoe capital" in Dongguan: orders were hot and profits were thin, and many shoe companies were already overwhelmed.

From the beginning of the financial crisis to the first half of this year, with the hot and cold export market, Dongguan shoe enterprises have been swaying between domestic sales and export sales, and in the second half of the year, the weakness of foreign markets has been a reassurance for shoe companies.

"How far a person goes, the key is to see who is going along."

Chu Xiuqi, President of the Chinese Department Store Association, said that Dongguan shoe enterprises must enter the path of department stores when they want to enter the domestic market.

Dongguan shoe bosses also agree with this view.

Guo Xiaoping, chairman of Dongguan Huahong shoes industry, has just entered the domestic market 1 years ago and specializes in high-end high-heeled shoes.

He opened the flagship store on the street and entered the shopping mall.

He found that the effect of the two was quite different.

"The 2 flagship stores I have opened are expensive, and they can not sell rents any more. They can only earn their image.

And several stores that I opened were made.

So I must go into the mall.

As long as I can get in, I hope to win. "

Yin Jiqi, chairman of Qisheng shoes industry, also believes that to really do the domestic market, we must rely on department stores.

"Good store lots are also scarce resources, not necessarily to find the ideal location."

But department stores are not so receptive to Dongguan shoes.

The biggest difficulty of domestic sales is that our national brands can't get in.

Chinese consumers are superstitious about foreign brands, and the shopping centers are all the common brands of Nike and Adidas.

In foreign countries, as long as your shoes can lead the trend, you can easily enter the market as long as you obey the law.

Guo Xiaoping, chairman of Huahong shoe industry, is in a sea of fish in overseas markets, but he has a lot of complaints about the channel problems in the domestic market.

In contrast, Wenzhou shoes are much easier, which makes Dongguan shoe enterprises bosses feel dissatisfied.

"There are many high-end shoes in Dongguan, and the starting point is very high.

But the brand building in Wenzhou is very long, and it is very strong in marketing.

I think most of them are related to our entrepreneurs themselves. Dongguan entrepreneurs have been doing business with foreigners for twenty or thirty years. They are in line with the international practice. Everything is done according to the contract and how to do it.

And the hidden rules of the domestic market are not acceptable to our bosses.

Qi Yaochang, chairman of Yin Sheng shoe industry, said that what Dongguan shoes enterprises need most now is that department stores can give an opportunity, and the "final elimination system" commonly implemented in department stores is too cruel for new Dongguan shoe enterprises to enter the domestic market.

Dispel doubts: not fully understand the domestic market

In fact, department stores do not accept Dongguan shoes and have their own difficulties.

Famous department stores have said that today is a market-oriented society, department stores must consider whether the introduction of brands can bring benefits.

"The general market needs to talk about efficiency, so the imported brands are consumers' cognizant brands, and they will soon be able to sell money.

New brands in China do not recognize you.

Every year we will take out 1-2 seats to test the water for the new brand, but I will not give it much longer than one year.

If not, the last position will be eliminated.

As a general manager, I can have strategic thinking, but my business managers have the pressure of performance appraisal.

Zhou Ping, general manager of Beijing Gan Jia Kou building, said.

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She believes that the design and production of Dongguan shoes are very internationalized, but when we go back to China, we should study the domestic market and adjust measures to local conditions rather than go wrong.

"You said you could lose money, but you can't afford to lose it all the time. You should study how to link up with the domestic market.

The domestic market is very large, but it is very different from the foreign style, marketing method and price.

For example, high heeled shoes, Dongguan is very fashionable, but most people in China consider comfort first, while the audience as fashion is the first choice.

"There are at least thousands of department stores in the whole country, so you can't get in the two or three houses," Gao Yilin, deputy general manager of Guang Bai group, bluntly pointed out. This embarrassing situation is still related to the lack of clear understanding of Dongguan shoe enterprises themselves.

He believes that the advantages of manufacturing and design in Dongguan are very strong, but to do domestic sales depends on many aspects such as positioning, marketing team and so on.

Weapon: well formed.

"Entering the department store also has a set of patterns and methods. We should have a clear idea of its strategy."

Zhou Ping, general manager of Beijing Gan Jia Kou building, is a weapon for Dongguan shoe enterprises.

She pointed out that first positioning is very critical, and different shopping malls have different positioning.

If the manufacturer's style, price and marketing strategy coincide with the shopping mall, it will be easy to enter.

In addition, it is more important to see the strength of your marketing team, whether the brand can last and how to stick to it, all have great relationship with the marketing team.

Gao Yilin, deputy general manager of Guang Bai group, said that the general department stores have their selection rules.

"New brand, it will assess you, your positioning is suitable for my shopping malls.

Shopping malls are almost alike at first glance, but they are actually divided into high schools and low grades.

The rules you choose are almost the same, first, whether they are in line with my position; and second, whether the prediction can bring benefits.

If you used to do well in foreign markets, can you also take out the previous data? "

Huang Yonggan, chairman of the Nanning department store, which has already been listed, said that the criteria for introducing the brand in the mall are mainly quality, style, promotion plan and public recognition.

Dongguan shoe enterprises should find out these rules instead of complaining that department stores do not give them opportunities.

"Dongguan is very famous, but the brand of Dongguan is not famous, it is a marketing strategy."

These are often the short board of Dongguan shoe enterprises.

"When we were doing the domestic market, we got a lot of blood.

When we first entered, we still looked at products from the perspective of manufacturing, ignoring the needs of the market.

We neglect that a brand must be able to base itself on and develop. "

Yin Jiqi, chairman of Dongguan Qisheng shoes industry, said that after more than 5 years of efforts, Qi Sheng slowly found out the needs of consumers, and the road was slowly opened. So far, more than 120 stores have been opened, and Dongguan is one of the most successful shoe brands in the domestic market.