The "Five Steps" Process Of Upgrading The Brand Channels Of Children'S Shoes In Quanzhou

On November 15th, in the 2010, where brand competition is increasingly fierce, many of them went ahead.

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How to win the terminal and rush out of its own brand in the course of upgrading the channel?

A change in terminal upgrade

Outside, the children's shoes enterprises are expanding their horses for the terminal, while the children's shoes enterprises continue to integrate high-quality agents.

This year, the bugle call for terminal upgrading has been officially launched at foot friend company.

After nearly 500 monopoly terminals in this year's circle, the company has made bold efforts to replace a large number of agents.

"The brand must jump out, first the terminal must upgrade; the terminal must upgrade, first needs a batch of agents that can develop with you, and you have common ideas and values."

Luoping assistant general manager of foot friend company admitted.

Like most children's shoe enterprises, the development of the terminal is similar to that of their friends. They also gradually shift from wholesale to decentralized mode to the monopoly mode. From the beginning, many enterprises share an equal share of a terminal to the primary and secondary shared terminals, and then to the exclusive terminal. "This is the process of upgrading the channel itself, and also the process of enriching the category of enterprises, and the process of changing the concept of enterprises and agents."

In the view of Luoping, the pformation of the agents from the original mode to the terminal upgrade is facing two pformations: first, not only need to understand the marketing of children's shoes, but also understand the whole operation of the shoes and clothing integration mode, including making up the marketing knowledge and matching skills of the children's clothing, etc. Two, the terminal monopoly of the shoes and clothing integration is at least 40 square meters, which is more than doubled than the original single shoes shop. The increase of the cost and the operation of the new mode may not be able to win the rewards in the short term, and the agents need to be patient enough and have enough confidence in the brand.

"Therefore, we have eliminated some agents who are patient and undetermined. Some have even been with us for a long time, but now we do not think they are suitable."

Luoping says frankly.

How to fight for and monopolize the resources of superior agents while changing old people is another war that children's shoes enterprises are brewing.

In view of the fact that there are more than one brand of children's shoes in the hands of many superior agents, the company has put forward a "specificity" requirement for the newly changed agents.

"Do you see the agent of Anta acting other brands? No! Strong brands require agents to be single-minded. This is the trend of the development of children's shoes terminals, and is also necessary for the enterprise's terminal to win quickly.

Of course, this process also requires the continuous improvement of brand recognition and the integration of resources.

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Terminal determines brand height

"What kind of terminal determines what brand height?"

In a word, the marketing manager, Luo Zheng Ming, tells the voice of the industry. This can be seen from the different terminals of the company's "hundred Mickey" and "ABC".

In order to avoid homogenization, the "differential" and "ABC" have differentiated the positioning: "bazaar Mickey" positioning for the two or three line brand, the main middle end market, the terminal is mainly distributed in the two or three line cities; and "ABC" is positioned as a second line brand, the main high-end high-end market, and the second tier city's shopping malls and exclusive stores on the terminal.

It is reported that since 2007, ABC has gradually carried out channel reform, introduced monopoly mode, stationed in famous department stores, and joined the operation through children's shoes single store, children's wear shop, shoes and clothing comprehensive store, etc., which enriched the terminal format.

"In recent years, while speeding up the expansion of the terminal, we also pay attention to the improvement of the profitability of the single store. We have implemented standardized and standardized management from the terminal's image standardization, product display, training of the guide buyers, and constructed an efficient and high-quality terminal network."

Zhou Jianyong, President of ABC, said.

Unlike most children's shoes enterprises, the marketing strategy of "rural encircling the city" is different. The terminal of camel brand directly refers to the front-line shopping malls in the first tier cities in China. Moreover, "in the shopping mall location, we have to choose the side of little Nike and little ADI."

Zhang Congming, chairman of Mingwei shoes and Garments Co. Ltd., said that positioning determines the price and the opponent decides the height.

Channel determines your consumer group.

Although the early stage investment of high-end terminals is far higher than that of ordinary terminals, it has a direct significance to enhance the brand's height, and then open stores again, so the height of exclusive stores will naturally become higher.

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Dr., the first listed consumer product company in the Hongkong stock exchange, has set up different terminal modes for different regional markets.

It is understood that the company has 1100 sales outlets, including department store brand counters, street shops, doctor frog 365 life Museum and flagship store.

According to the characteristics of each city, they arrange different formats. For example, the department store brand is equivalent to the "BELLE" shoe industry mode, and the street shop is similar to the "Muse and bang Wei" mode. The 365 life hall of the doctor frog is like "Watsons", while the main store is similar to Gome and Suning.

The combination of various terminal forms to meet the needs of different consumer markets in a targeted manner is a reference for the construction of differentiated terminals in Quanzhou enterprises.

Multi brand integration in the same terminal

This year, many children's shoes brand has launched the experiential children's living hall, which has achieved a new leap in the terminal.

For example, leopard children's shoes have introduced the "healthy experience" mode on the terminal stores, and have made the leopard children's shoes store a children's health experience Museum.

It is understood that in the leopard children's health experience Museum, children's foot foot measurement instruments will be placed. Each child can measure their feet before choosing shoes, choose shoes that are really suitable for them according to their feet, and also set up health bars in terminal stores, add some children's health books, and the children's book of Chinese leopard children's health guide.

"Through experiential links, we can better communicate with consumers and further narrow their distance."

Zhang Fengyuan, vice president of leopard sporting goods Co., Ltd.

"The channel pformation of children's shoes enterprises has gone through these stages: from wholesale bulk goods to shoes city's special area, special shelves, to the shopping mall's special counters, special halls, then to shop stores and boutiques, and then to the experience type concept of children's living hall, each of which represents the terminal retail format that supports child shoe brand sales is changing."

Lv Fuqiang, general manager of Red Dragonfly international brand, said that looking back, we can find that the management mode of partners supporting the brand distribution of children's shoes is also changing.

The two streams of change have been brought together to make children's shoes brand channels unstoppable.

What each child shoe brand can do is conform to the trend of this channel upgrading, match and plan and provide the footwear and clothing category structure that can maximize the advantage of channel sales, and achieve targeted policy support and control according to the operation characteristics of different retail formats, especially the experiential children's living hall, which needs more resources and support.

The large children's life hall is also a successful mode of doctorate frog terminal.

It is reported that the largest one-stop shopping mall in Asia is occupied by 2000~3000 square meters. The store has integrated all its own brand, authorized brand and its agent or distribution products, providing products for 0~14 years old children, covering all kinds of consumer goods from clothing to daily food, food and toys, and also extending to books, audio-visual products and so on.

"However, not all enterprises in Quanzhou have the ability to be like Dr. frog. After all, the resources and investment required by a single enterprise to build a large experiential children's living hall are huge."

Xie Jiasheng, Secretary General of the footwear association of Fujian footwear industry association, suggests that Quanzhou children's shoes enterprises can unite and learn from foreign experience, and integrate resources with many brands to form a large-scale experiential children's city, and integrate multiple brands and multiple experiences under the same big terminal.

In children's city, consumers can not only buy children's shoes, children's clothes, accessories and so on, but also have a healthy experience and game play.

Then, using this large terminal to expand to the whole country, it can also avoid the resource consumption caused by the vicious terminal competition among enterprises, and it can join forces vigorously to speed up the popularity in the whole country.