Three Major Problems Need To Be Solved In Shoe Enterprise Marketing

Necessities of life are indispensable to human life, shoes and clothing. Marketing It is precisely for the sake of human life. In the past thirty years, the marketing of Chinese shoes and clothing has been constantly innovating and fission, presenting a colorful scene: wholesale, retail, monopoly, Promotion Central store marketing, Sports marketing Music marketing, collection marketing and other marketing models are brilliant. However, the author Tan Ru found that with the development of the times, the three major problems in the marketing of shoes and clothing have also been exposed and must be solved in time, otherwise it will lead to great trouble.

　 First, the human problem.

Man is the most decisive force in productive forces. If people solve problems badly, all efforts will be paid to the East.

People's problems are very complex. They can be manifested in the following aspects:

　 1. executives' problems

A. bureaucracy, arbitrary and arbitrary decisions, making decisions without listening to the opinions of outstanding employees, resulting in failure in decision-making, making marketing work and goals opposite.

B. used only to be a parent, jealous of talented people, ganging up gangs and selfish parties, sacrificing the overall interests of small groups and hurting the enthusiasm of employees. Even if the consequences are serious, the boss will be held hostage by the checks and balances of his small group.

C. empiricism, not good learning, unwilling to accept new things, even the new information tools such as computers do not want to grasp, the research market is superficial, and all hope to use external forces (planning companies, advertising companies) to solve. The result is that executives lack the judgment of things, easy to be deceived, cheaters can walk away, but they can not make up for marketing losses, and may leave terrible aftereffects.

　 2. employees' problems

A. can't keep people. Poor marketing is bound to lead to a vicious cycle of marketing. Management is not in place, marketing performance is poor, staff's wage growth can not keep up with price increases, star employees have lost good expectations, if coupled with long working hours, work is not challenging, personal goals can not be broken, their value can not be reflected, employees can only choose to leave.

B. employees lose enthusiasm for work. The excellent staff will lose their passion when they are under bureaucracy and unfair treatment mechanism, because they will clearly know that even if they are doing well, they will not get the corresponding treatment. Besides, the strength of a person is always limited, and they cooperate with the rotten people. The company has no development, its own hopes are slim, and the space for upgrading is narrow. A person loses his passion for work from his heart. Even if managers use the most primitive and low-level management tools, such as punching cards on time, checking attendance, uniform uniforms, cutting off Internet lines and penalty for missing posts, it will be futile to manage employees, even if employees work twenty-four hours a day. Employees will even have the idea that "one day is a day and one month is another month."

C. employee turnover has a negative effect. The manpower market is no longer the same now. The loss of excellent staff will lead to a huge increase in recruiting costs, a cheaper competitor and lower overall quality of employees. It may also lead to information loss and resource loss, and also take away some of its customers and damage the brand image of shoes and clothing enterprises.

　　 Two, Administration problem

Management benefits. Marketing management is the act of making and optimizing the organization, structure, personnel, training, performance, evaluation, salary and other factors in the market behavior. The purpose of management is to solve the problem. The author Tan Ru thinks that once the management is out of order, shoes and clothing enterprises will not be able to make profits.

　 1. institutional problems

Every shoe clothing enterprise has a system, but some shoes and clothing enterprises have the following system problems.

The A. system is not perfect. Some shoe and clothing enterprises have no system matching marketing management system and matching marketing management policies, which have obvious defects and omissions in the system. Some rewards and punishments do not stipulate in the system: there is a lack of the reward system in the encouragement, the lack of corresponding punishment system of the prohibition, and the failure of the award can not be fulfilled in time. Because of the lack of supervision mechanism, individual "capable" talents will take advantage of their work to gain benefits, which greatly damages the interests of the company. Even if they are discovered, the boss will be forced to leave because of lack of evidence.

The execution of B. system is poor. Some marketing executives rely on their sense and popularity. They can not act strictly according to the system. They are "monitoring the outcome of the process, regardless of the process", and do not supervise and control the marketing actions of the salesmen. They are very extensive management, pigeon style management, and only wait for the salesmen to bring in an order to the enterprises, develop a piece of market, but not control the behavior of the salesmen, ignoring the fact that the salesmen have caused a series of problems to the enterprises: false promises, fraud and so on. The result is that the development of a market is not always a benign market, and it is hard to stick to it. The legacy problems will also cause huge adverse effects on the brand.

The C. system is unreasonable. Some shoe and clothing enterprises have many marketing systems, but they are not specific problems, or follow suit, or copy the old ones. They are not practical. The system they make is neither modern nor scientific, divorced from objective reality, and is not only difficult to carry out, but also frustrates the enthusiasm of marketing personnel, resulting in poor internal management and high marketing costs.

　　 2. service problem

"Service is the soul of marketing". However, in services, problems are most likely to arise.

A. services are too crude. For the shoes and clothing enterprises in post crisis era, customers are God and customers are masters. More customers mean more orders and better marketing performance. However, there are a large number of shoes and clothing enterprises, which are not able to keep up with customers' maintenance and management services. There is no quality, characteristic and comprehensive service. They can not effectively communicate, guide and manage. It is easy to frustrate customers' enthusiasm for business, resulting in customers unwilling to actively cooperate with manufacturers' policies. Some customers want the goods can not be delivered in time. The goods that have already been fixed can not be delivered on time, resulting in the lack of goods when the customers are selling well.

B. services lack talent. In the marketing department of shoes and clothing enterprises, the employees who engage in service will not be treated too high, which makes it difficult for shoes and clothing enterprises to get familiar with the talents, such as academic knowledge, skills and so on. The service work is for others to do the wedding dress, the responsibility is very big, the income is very few. Talents are willing to develop and sell front-line sales. They are very eloquent, do not want to do tracking service at home anonymously, and do not want to listen to consumers' accusations of complains.

C. low quality of service. No first-class talent, no sense of service, no scientific service management system, no construction service platform, failure to achieve pre sale, sale, and after-sales service links, can not provide consumers with good sales services. Many shoe and clothing enterprises do not have customers' data files. Even if they are complains, they are able to cope with the matter and solve them again. {page_break}

　 Three, market problems

The shoe and clothing industry is a low technology, large demand and everlasting industry, with low entry threshold and easy operation. So there are many people doing this business. The Chinese shoes and garments were more than 6000 shoe and garment leather enterprises in the period of Wenzhou's popularity. Explosive expansion not only causes intense competition in footwear industry, but also causes many problems in the market development of some shoes and clothing products.

1. brand problem

Brand is the emotional demand of the consumer group corresponding to the product concept. If the brand is well done, the product will have the market. There are too many brands and many problems in China.

A. has few international brands. Apart from the fact that a few Chinese shoes and clothing brands such as BELLE and Lining have certain influence in the international market, it is hard to see the shadow of Chinese shoes and clothing brands in international shopping malls. Even the shopping mall in Shanghai, such as Hang Lung Plaza and Hangzhou Tower, is difficult to see the brand of Chinese shoes and clothing. Chinese shoes and clothing enterprises mostly make up for those world brands, become the world famous brand processing plants, do not have their own brand idea and brand culture.

B. lacks differentiation. In the new century, with the increasing individualization of consumption and the oversupply of shoes and clothing brands, China's footwear industry has entered the era of brand differentiation and brand conceptualization. Although the domestic shoes and clothing brands also began to pay attention to the brand sense of the times, fashion, grade, internationalization and brand style, they still lacked the brand concept and management concept. The brand lacks the concept of differentiation. The vulgar, follow suit and plagiarism of the design are so common that Chinese shoes and clothing products lack the unique brand personality. If consumers look at goods within three stores and look closely, they will find that many shoes and clothes are exactly the same as trademarks, styles, materials and colors.

C. brand management is weak. The management of Chinese shoes and clothing brands is still in its infancy. Although some brands have done a lot of brand promotion, they are relatively extensive and the results are not ideal. Some brands are very dead at the expense of brand promotion, unable to create a sensational effect, the brand influence is becoming weaker and weaker, the market is shrinking and the investment in brand promotion is less and less. This vicious cycle will inevitably lead to "exhaustion and death" of the brand.

2. expansion

At present, the marketing confusion of shoes and clothing has not changed completely, and there has not been a big brand in China's footwear industry.

A. marketing mode is out of date. Over the past thirty years of reform and opening up, the three business models of domestic shoe and clothing industry, such as chain monopoly, wholesale agency and shopping malls, are still playing the leading role. Although franchised franchised stores have the advantage of rapid expansion with low cost and low risk, the scarcity of shopping guides restricts the expansion of franchised stores because of the increasing cost of stores and rents. Wholesale agents are prone to unpacking goods and prices, damaging the reputation of brands, and having too many outlets in shopping malls, so that large shopping malls are difficult to enter, and it is difficult to form the backbone of marketing.

B. lacks planning talents. Shoes and clothing industry "military teacher type" talent can be described as "pure" and "mixed", "counterfeit and shoddy" abound, and a lot of flickers, and some even group fickle, deceive a sum of money after leaving, lost to the boss a mess, the boss had to guard against some "talent". Coupled with some shoes and clothing boss "Ye Gong Hao long", talented people do not need to use, or large quantities of talent, truly talented people can not get reused, can only "walk away".

C. lacks marketing strategy. Faced with the entry of large numbers of overseas brands, in the face of increasingly fierce market competition, some shoe and clothing enterprises have not accurately analyzed the internal environment of shoes and clothing enterprises. They have not designed and planned the marketing principles, objectives, strategies, implementation plans and specific measures of marketing activities, but are eager for quick success or instant benefits or killing the goose that lays the golden eggs. The marketing of shoes and clothing enterprises is lack of planning. It can only be a result of blind people feeling, beating and bumping, catching up with others, marketing others' experience, fighting price war and fatigue. In fact, no planning marketing has become the trap that restricts the development of shoes and clothing enterprises, and is the precursor of chronic suicide for shoes and clothing enterprises.

In the eight Party of the opposition, Mao Zedong, the great man, said, "what is a problem? The problem is the contradiction of things." Author Tan Ru firmly believes that as long as the above three problems are solved, the contradictions in the marketing process can be solved and the leap forward development of shoes and clothing enterprises can be realized.