The Construction Of Sales Channels Has Become The Key For Domestic Shoe Enterprises To Grasp Market Competition.

In December 6th, in the era of "channel is king", the construction of sales channel system has become domestic.

For export oriented footwear enterprises, how to make good use of the sales channels under the current foreign trade situation is not optimistic, and successfully build high-quality overseas sales network system and consolidate the competitive foundation, not only need to learn from other people's experience, but also learn to innovate their marketing concept.

Last year, Quanzhou sports brand PEAK played a good card to expand the international market - "global order meeting".

The main character of this order is not only from many domestic distributors, but also forty overseas distributors from more than 10 countries in four continents.

Wu, manager of PEAK international business department, told reporters that through the global ordering society, these overseas agents had a closer understanding of PEAK, and the volume of orders was more concentrated.

As the first Chinese sports shoe enterprise to enter the NBA market, the construction of PEAK overseas terminal has begun to take shape.

At present, the mode of PEAK's overseas sales network is the general agent system, that is, a country (or region) authorizes a general agent, and the general agent is fully responsible for product sales in the region.

This mode is similar to the current provincial agent distribution mode of sports brand in China, or it can be said that its upgrading version is upgraded to "state generation".

PEAK also works directly with retailers in some countries.

After years of efforts, PEAK has built sales networks in many parts of Asia, Europe, South America and Oceania.

Anta: branch offices

Also known as a well-known brand in China, Anta has chosen to set up branches overseas and set up a local store mode.

In 2001, Anta set up a branch in Russia. At present, Anta has hundreds of sales outlets in Russia. In 2005, Anta officially set up a representative office in Singapore. In 2006, Anta opened stores in overseas markets such as Greece, and also found close partners in Czech, Ukraine and other countries.

So far, Anta brand has entered Russia, Singapore, Hungary, Greece, Czech, Ukraine, Philippines and other countries (regions), is committed to the development of the European market.

"Near" international famous brand

"Enterprises should be clear about brand decision channels, rather than channel decisions on brands. When establishing marketing channels overseas, we should give full consideration to the actual situation of enterprises, make clear the advantages and disadvantages of all channels, and choose the best ones."

Prof. Zeng Lu, vice president of the school of business administration, Huaqiao University, analyzes the idea that spring enterprises actively explore the international market and establish sales channels. It is right that enterprises with initial established channels can try to cooperate with international famous brands and learn from all aspects of the terminal operation of the centenary stores. Once the time is ripe, the enterprises will further merge their channels into the "bag".

According to the insiders, shoe companies should take full account of their brand positioning if they want to take up overseas sales terminals. If their brands are positioned at the top end, they can choose to enter the famous large department stores abroad, and be close to the international brands, so that foreign consumers can see the bright spot. If they are located in the middle end, they can choose the local bustling commercial streets to enter the exclusive stores.

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In the uncertain market situation, export oriented footwear enterprises have launched a series of effective new measures and new methods. These are the basic ways to survive.

In the analysis of international market and the construction of channel, we see the hardships of shoe enterprises going forward.

Therefore, the export oriented footwear enterprises should constantly improve the system in the actual combat and insist on making products with characteristics so that they can keep their youth forever.