Quanzhou Children'S Footwear Industry Channel Upgrading Should Cross Three Barriers

December 21st, recently, Quanzhou

In fact, since the beginning of this year, many children's shoes enterprises in Quanzhou have already started the battle of channel upgrading in advance: Children's shoes.

But is it possible to layout the domestic terminal in order to see whether the higher skills support can further expand the outlets? From wholesale bulk goods to shoe city's special area and special shelves, to the special counters and special offices of shopping malls, to store stores and boutiques to the children's life hall, the upgrading of the channel of Quanzhou children's shoes brand is constantly changing and innovating. What kind of retail formats are suitable for children's shoes monopoly system? The channel expansion of Quanzhou children's shoes is carried out in such thinking and debate.

Thinking one: whether to "point to the surface"?

This year, a children's shoes regional ordering meeting to go out, to some extent, represents the Quanzhou children's shoes brand terminal model market has begun to take shape.

The ABC market in Hunan has become an example of its national market; leopard is entrenched in Jiangsu; and Kate is in the Yunnan Guizhou region, where the annual profit of a single store is as high as 500 thousand yuan, and the market far away from the border is fad.

In the stage of brand power and large-scale expansion of enterprises, the model market is undoubtedly a brand tool for leveraging the domestic market.

Previously, Zhang Fengyuan, vice president of leopard sporting goods company, praised the key markets such as Hangzhou and Chengdu. "At the end of last year, after the end of Chengdu's orders, the operation of Sichuan's direct market has been greatly improved, both in terms of team management and brand operation.

This is not only the success of leopard Sichuan market, but also provides a model support for the operation of other domestic markets, and its example power can not be ignored.

So we moved this model to the Beijing market this year. "

However, can children's shoes in Quanzhou be able to bring the model market to the surrounding areas and promote the terminal expansion of large regional markets? In fact, children's shoes enterprises have been exploring.

If we continue to use the old routines of adult shoes and clothing, it will be especially unfeasible for children's shoes enterprises with limited funds, lack of human resources and other aspects.

Just imagine, from a model market to a region, as an enterprise, is your capital chain strong enough? Is your brand and product positioning ready? Facing the next terminal expansion next year, Zhang Han, deputy director of the leopard sporting goods Co., Ltd., questioned himself.

"To do a good job in a single market, to make a larger area, put forward higher requirements for enterprises in terms of capital, products and other hard conditions, and a series of comprehensive factors, such as human resources, terminal team, customer service supervision, and so on, are more likely to affect the growth of regional market.

Now there is a drawback to the brand of children's shoes in Quanzhou: the head office pushes the customers forward, but does not consider that if the link is carried out halfway, the whole market will collapse rapidly.

An insider who did not want to be named said so.

"The model market can sometimes be very successful, but there is often no way to replicate. Even in the same market and different agents, there may be totally different market results. What are the reasons?" Huang smart, director of marketing of Yu Su sporting goods Co., Ltd. told reporters that the concept of agents will be different. In the process of accepting the concept of the head office, the executive power has also been weakened or even deviated. A good regional market really needs demonstration and promotion of the model market, but the investment idea of an agent and a complete execution team are also important factors that can not be ignored.

In the rush to become a film, it is still necessary to continue to build up a model that is suitable for children's shoes terminal development. Children's shoes industry has to rethink.

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Thinking two: simple policy support or skill support?

In June this year, ABC launched the excellent team training program, launched an internal system optimization training course at the head office, and launched a terminal training tour nationwide.

Through systematic and standardized training system, while training the professional quality of all sectors of the company, we will lay a solid foundation for building a highly competitive terminal team and strengthening the function of the internal organs of the enterprise, so as to expand the valuable human resources combat capability in the future.

Jiao yuan Bang is the marketing director of Katin (China) children's products limited company. He often jokes that in the past two years, he has been from a bachelor commander to a few children, and now his marketing team has expanded several times. This year, it has been expanded from the original ten to six or seven people to about 50 people at the end of the year.

One thing that makes him feel the biggest change is that when we talk about market planning with agents, the company is no longer as simple as it used to be. How many stores have you helped me open, how much support I have given you, funds, materials, and a bunch of support policies to emerge.

He believes that the children's shoes enterprises have made progress, and at least a few of them have jumped out of the blind circle of policy support and pformed from policy support to skill support.

"The company did not recruit the total generation, the franchisee, the goods, and the shelves. This is the support.

We are going to teach every agent, and even every franchisee who makes Kat, how to make the best use of the terminal material support provided by the company? How can we make good use of a series of supporting policies such as adjusting the proportion, preferential sales promotion and so on? This is a kind of skill support for store management output.

This is also recognized by Ma Defeng, deputy general manager of Jinjiang Mingwei shoes and Garments Co., Ltd.

In his view, skill support is like buying clothes for children.

In other words, enterprises must plan ahead of time on the human resource structure of marketing team, and provide a comprehensive retail management team as early as possible, so that terminal development, market supervision and regional expansion should be all in order to provide more powerful technical support for the retail terminal, and create a good agent team, thereby promoting the upgrading of the entire monopoly system.

"Now we continue to train agents through centralized ordering, which is to let agents accept new baptism from ideas and ideas, and become a booster for enterprise upgrading, focusing on support and upgrading of conceptual skills, so that the cognition level of agents can keep pace with the pace of development of enterprises and enable agents to develop a keen market sense of smell and judgment in the development of business."

ABC children's products Co., Ltd. Brand Manager Huang Wei said.

Thinking three: single brand monopoly or "doctor frog" mode

With regard to the terminal monopoly system of children's shoes, the view of the industry is almost the same: This is an inevitable trend in the integration process of children's shoes and clothing.

But no one can guarantee that a single brand store is really the ultimate mode of the future children's shoes terminal in Quanzhou.

As more and more children's living hall concept has been thrown out of the city, children's products store model has been looked forward to by Quanzhou children's shoes enterprises.

The industry believes that the market for children's monopoly system is still a fog.

"Now, Quanzhou children's shoes are open shop, this year is defined as the channel of friends, 60~70 square meters of children's life hall in the domestic market everywhere.

After last year's integration of footwear and clothing, a more stable product line has provided a guarantee of profitability for the "full friend monopoly" now.

Although very few good single store sales volume is as high as 18 thousand yuan, Leo Dick, the head of foot friend, is still not optimistic about Luoping.

He believes that whether the system can be maintained for a long time, the monopoly system needs to wait and see.

The reason is very simple. Single shop profit evaluation often affects the location of the pavement directly. Under normal circumstances, children's shoes monopoly can only survive in the cracks of the two or three line business circle.

If we are forced to enter the first-class business circle to open the monopoly, without the continuous expansion of the late product and the steady improvement of brand awareness, it is absolutely difficult to support the cost operation solely by the low added value of the children's shoes industry.

As a matter of fact, Wei Xiaodong, general manager of CE, does not want to be entrusted with a single monopoly system.

He told reporters directly that, because of CE positioning high-end children's shoes, practice has proved that CE is suitable for positioning the middle class department stores, rather than the mass consumption monopoly system.

He believes that the new retail formats such as the one-stop shopping of doctor frog should be worth learning from Quanzhou children's shoes.

Although many brands of children's shoes in Jinjiang have made bold attempts to create various kinds of children's products living hall through the rich products brought by integration, but at present, such a living hall is just a window to display the brand products, creating a platform for displaying the brand personality, and the concept and essence of children's products stores are far from each other.

"It is almost impossible for them to integrate all the brands together and build a terminal sales platform. It is almost impossible for the same village." some people in the industry say that although there are some arbitrariness, let us know a little bit that there is really no shadow of cooperation in the development of children's shoes in Jinjiang.

If we can build a terminal brand and push the golden shoe of Quanzhou children's shoes to the domestic market, will the children's shoes of Quanzhou become a higher level?

Perhaps, after the idea of the hypermarket is running in, the children's shoes of Quanzhou can finally be accepted, but one-stop shopping itself is the core of a series of harnessing such as products, logistics and sales, which is probably the most suitable place for Quanzhou children's shoes to learn.