The Spider King Of Shoe Enterprises Vigorously Supports The Agent &Nbsp, And Decides To Win The Domestic Market.

December 13th hearing recently. Spider King Chongqing Agent Lu Xianyong rewarded his company with a prize of about 1200000 yuan, and opened a new store in Chongqing. Thanks to the "New Deal" introduced by the spider king group, the company's sales performance exceeded that of the previous year, and the company gave 6% cash incentives. Support agency expansion like this. market Measures, the spider king group has exclusive development of the "seven strokes".

It is by virtue of strong support for agents that the spider king has risen rapidly in the domestic market in recent years, and has been on the list of the top ten national footwear enterprises of industrial enterprises in three consecutive years. In October 13th, the 1000 richest list of "Hurun rich list" released in Beijing showed that the chairman of the spider Wang Group, Xu Cheng, ranked 836 in "1 billion 200 million yuan" fortune. At present, the spider king has opened more than 4000 leather shoes stores in China, and has expanded six hundred or seven hundred new stores every year, with annual sales increasing by more than 25%.

When the expansion mode of spider king and Semir is regarded as "myth" by Chinese shoes and clothing counterparts, the interpretation of the expansion mode of spider king is undoubtedly of considerable practical significance for many enterprises who are bogged down in the market and have difficulty in achieving brand breakout.

　　 Shoe industry in Wenzhou: stores are becoming more and more difficult to open

First, the number of shoemaking enterprises has decreased, but the annual output value has increased. According to the relevant information disclosed by Wenzhou shoe leather association, around 2000, there were about 5000 shoemaking enterprises in Wenzhou, with an annual output value of about 30 billion yuan, but by 2009, there were only 2633 Wenzhou shoe making enterprises with tax records, with an annual production value of 70 billion yuan. The proportion of shoe manufacturers in Wenzhou is about 6:4.

Secondly, 10 years of "shuffling" led to less influential footwear brands in Wenzhou, but the stronger the stronger. Around 2000, there were many Wenzhou footwear brands with men's shoes. "At that time, the fifty or sixty Wenzhou footwear brands, such as Kangnai, Dongyi, Jill, AOKANG, red dragonfly, Japanese Thai, Jay Ho, 66 Shun, zhe Ba, Australian Lun," Fei Lu "," whit "," Qiao Nai "and" Shenzhen Hong Kong ", had a high reputation in the domestic market. Now, apart from the industry's rumours that Kangnai, AOKANG, red dragonfly and spider king, whose annual sales exceed 2 billion yuan, have counted fingers down, there are still a few brands such as Japan, Tai Hao, Jill, and so on. They have some influence, other brands, or transformation of main foreign trade, or become "declining aristocrats", and some have withdrawn from the market or go bankrupt.

Third, the brand of Wenzhou women's shoes, such as giant days, giant Kang, famous classics, Royal sisters, Zhuo Shi Ni and Exhibition wind, has risen rapidly. In 2009, the annual output value of Wenzhou footwear industry reached 70 billion yuan, of which more than 300 women's shoes enterprises annual output value of about 26 billion yuan, Wenzhou women's shoes and Wenzhou men's shoes gradually become "keep abreast of the trend."

Fourth, the cost of opening a store is getting higher and higher, and the result is not as good as before. Wang Zhentao, President of AOKANG group, told me that last year, more than 4000 AOKANG stores only had store rents, which cost more than 700 million yuan. According to incomplete statistics of Wenzhou shoe leather association, at present, Wenzhou footwear brand has opened nearly 50000 stores in China, of which about 10000 are brand shops for women's shoes. Those small and medium sized brands with men's shoes can't afford franchised stores. They have to enter the wholesale and retail channels such as shoe city, supermarkets and other sales networks. It is difficult to effectively enhance brand integration. {page_break}

　　 The boss told himself: it is a great pity not to sell monopoly.

In view of the current situation of the sales market of China's footwear industry, the chairman of Chen Guorong, chairman of the Dongyi Footwear Company, and Wang Zhongqiang, chairman of the Wenzhou Footwear Company, said that in the past 10 years, their biggest regret was that they failed to implement the chain store sale in a timely manner and lost the golden opportunity to expand their domestic sales and brands. After Kangnai was named "China famous trademark" by SAIC in 1999, Dongyi became the second "China famous brand" footwear brand in Wenzhou the following year. Chen Guorong said recently that at the time, Dongyi did not pay much attention to opening up the domestic market and lost the golden opportunity to expand domestic sales.

Wang Zhongqiang, who started the shoe factory in 1999, also said that his biggest regret in 10 years was that he did not set up a chain monopoly system in time before 2005, when the monopoly network was built up at a low cost. Now the monopoly network is very expensive, and the result is not as good as before.

　　 The biggest secret is to strongly support agents.

Before 2000, the spider king was only a professional manufacturer of women's leather shoes. According to Xu Chengjian, the annual output was only about 1 million 200 thousand pairs, and there were no stores. Objectively speaking, the spider king at that time was not well known in the footwear industry of Wenzhou.

In 1999, Xu Chengjian, a Zhuzhou agent of spider king, told her that she only wanted to make shoes for women. In 2000, Xu Chengjian hired a factory director with a high salary and began to put the men's shoes into full swing. Xu Chengjian's memory was very deep at that time: "the director of the factory has only fifty thousand or sixty thousand yuan annual salary in other companies. I give him an annual salary of 118888 yuan, give him the money first, as the bottom salary, after the company produces 118888 pairs of men's shoes, each pair of men's shoes will be awarded to the factory director for 1 yuan. In this way, in 2000, the company made about 400000 pairs of men's shoes, and made about 600000 pairs in second years.

Both men and women have shoes. In 2000, the spider king began to divide the regional market: in a former province, there were several agents in general; from that year, a province had the best choice of 2 agents. In the second half of 2000, the spider king began to implement chain monopoly.

In 2001, the spider king did three important things: first, to open stores on a large scale; two, to ask Yu Rongguang to be the brand spokesperson of the spider king; three, to start buying shoes from other shoe factories, and diversify the product mix of the franchised stores.

Summing up the experience of chain monopolization these years, Xu Chengjian said that the secret of rapid development of the spider king is "great support for agents". "Only the franchisee and the franchisee make money, can enterprises make money".

He laughs at the fact that over the past decade, the company has made profits, in addition to building factories, other money has been circulating to agents.

Before 2008, the king of spiders did not do well in the Zhengzhou market. Therefore, Xu Chengjian called all aspects of outstanding Zhuzhou agent Xu TSE Yi, to "receive" and act as an agent in Zhengzhou. Xu told him that he wanted to expand the "site", but hesitated. Because he had been in Zhuzhou for more than ten years, he had already owed a lot of money to the company, and then he went to Zhengzhou as an agent, and then invested tens of millions of dollars. What should he do? Xu, after knowing his worries, gave him a sentence: "you drive a car in the past, do not bring anything, everything is supported by me!" after giving away the business of Zhuzhou to the family, in 2008, Xu Yuan Yi went to Zhengzhou to expand the market. With strong support from the company's manpower, material resources and financial resources, Zhengzhou's market performance increased by more than 40% over the same period last year. Xu TSE Yi asked the author, "how can the business support such a big business?" {page_break}

　　 Seven strokes win the world

Since 2005, the spider king group has launched seven "policies" to support agents expanding the market and supporting franchisees to open stores. These strong support measures provide a powerful "policy" guarantee for the spider king to build a strong marketing network.

First prize: Performance Award car

In the 3 years from 2008 to 2010, when the agent finished the best sales year, the company rewarded the dealer with the 1.5% of the year's performance.

In June this year, the "spider king 2010 national marketing conference", the company based on this policy, 2009 outstanding agents and franchisees have been rewarded, 2 million 100 thousand yuan won the Land Rover Range Rover supercharged sports car 1, awarded 6 worth about 7000000 BMW 7 cars, and hundreds of thousands of dollars in cash.

The Land Rover winner Huang Jin Jin became a Wuhan agent in 1997. Nowadays, the spider king is among the best in the footwear market in Wuhan. He told me that since the company began to award cars in 2008, some 2/3 agents have been rewarded accordingly.

　　 Second recruit: high rent subsidy

In order to transform and upgrade the marketing network to the provincial capital cities and large and medium-sized cities in the layout, since 2008, the spider Wang Group has implemented the "high rent subsidy" for the store stores: the annual rent of the franchised stores is more than 200 thousand yuan, and the company grants 12% to 20% rent subsidy every year.

According to Xu Limin, vice president of spider king group, last year, the agent and franchisee of the spider king opened more than 600 new stores, among which the high rent subsidy provided by the company amounted to about 10000000 yuan.

　 The third move: send the container to the store.

Since 2005, the spider king group has introduced the measures to send the container to the franchised stores: all the franchised stores with an annual rent of more than 100 thousand yuan, all the containers are donated by the company; the annual cost is less than 100 thousand yuan, and the cost of the container is 50% by the company and the franchisee.

It is understood that a general about 30 square meters of leather shoes stores, the cost of containers is about 20 thousand yuan. Xu Chengjian told me that after the launch of the measure, an average of 80% of the franchised store containers were presented by the company. {page_break}

　 Fourth recruit: meager profit subsidy

Mainly for high rent stores. Xu Limin said that some stores opened after a period of time, because the source has not yet accumulated to a certain extent, there will inevitably be a loss. In order to encourage franchisees to open their stores, the company launched a "small profit subsidy" system, striving to make franchisees net profit a year over 25%.

For example, he said that franchisees opened a new store with an annual rent of 1 million yuan. Apart from supporting policies such as high rent subsidies and sending containers to stores, if there was a loss, the company would calculate its input and output for a year, and then give corresponding profit margins.

　　 The fifth recruit: reward more shops

In order to encourage agents to open more stores in the area of their agents, the spider king group stipulates that the franchisee opens a new store, and the company rewards agents in the region from 5000 yuan to 20000 yuan; on the contrary, the franchisee shut down a franchised store and the company fines 5000 yuan to 20000 yuan. Xu Chengjian said that this is a phased measure and will continue to improve in the future.

　　 Sixth recruit: performance growth Award

The sales performance of the agent last year was 6% higher than that of the previous year.

Lu Xianyong, an agent in Chongqing, said that the performance last year increased by more than 30% over the previous year. After accounting, the company rewarded him about 1200000 yuan at a time.

　 The seventh move: more and more efforts.

Spider king's policy support for agents is increasing. It is understood that the sales performance of the spider king agent this year is higher than that of last year's growth. The company will give a reward of 17%, of which 12% will be rewarded in cash, and the other 5% will pay the agency's advertising expenses in the local area. Xu Chengjian said that because of the growing base of agents, the annual growth rate will be slower and slower. In order to support the agents to the maximum extent, he expects to give 20% of the agency's bonus next year.

With these strong support for the further promotion of the terminal policy, the morale of the franchisees in the first tier market has been greatly encouraged. They have more confidence in the operation of the spider king brand, and have devoted themselves to speeding up the strategic pace of one city and many stores. Some franchisees even opened 8 stores, and the profit is more than 2 million yuan a year. {page_break}

　　 Expand like a spider king

In addition to the above seven policies to support agents, the spider Wang Group has also made creative reforms in production and production to enhance the core competitiveness of enterprises.

In fact, the production of leather shoes of spider king is almost the same as that of other enterprises: the marketing company orders, the production department processes. Now, Xu Chengjian divides the production and Development Department of the group company into 10 sub companies according to different footwear types, such as men's shoes, women's shoes, fashion shoes, injection shoes and so on, and each subsidiary has shares to the relevant managers.

Xu Chengjian said, such a division, the two advantages immediately reflected: first, the more monotonous the development and design, the more professional, the more developed products, the more unique, novelty and chic; two, the production orders are single, for example, the injection shoes workers only make injection shoes all the year round, unlike other shoe factory workers, today they are making injection shoes, making women's shoes tomorrow, and making men's shoes the day after tomorrow, so they not only produce fast, but also have good quality.

Zheng Xiukang, chairman of Wenzhou shoe leather association and chairman of Kangnai group, this year, when he visited the spider king group, he appreciated the success of the spider king's "expanding market and ensuring growth". He thought it was worth learning and learning from other enterprises.

Xu Chengjian thinks, in recent years, opening stores not only has high store rentals, but also good stores are becoming more and more difficult to find. After establishing a huge marketing network of more than 4000 franchised stores, he is most worried about not being afraid that agents will not make money, but that they must try to make money out of franchisees in franchised stores.

He seriously told the author that the spider king launched so many supporting measures, not only for the survival and development of enterprises, but also for the franchisees to make better money and make the spider king stronger and bigger.