Wenzhou Women'S Shoes Break Through Development Dilemma.

Many original production

Wenzhou shoe enterprises have been increasing in recent years.

But the proportion is hollow.

As a rising star, the growth speed is amazing, but on the road of branding, it is difficult.

In Guangdong and other women's shoes brand, how can Wenzhou women's shoes break?

on

For now, Guangzhou brand and some

Occupying China's high-end market.

Among them,

Almost 2/3 of the channel share, and 71% of high-end consumers like shopping.

Therefore, it is difficult for new players in the high-end market to integrate, let alone competitive advantage.

However, China has 760 million of the rural population and 20 trillion of bank savings, the acceleration of urbanization and the government to stimulate domestic demand and promote economic growth through retail sales. In addition, there are only a few brands of medium-sized women's shoes in addition to Daphne, and with the increasing consumption of women's shoes, fashion, parity, choice, branding, youth, taste and leisure, the space of women's shoes market has further expanded.

Moreover, the market demand of mid size women's shoes matches the brand positioning of Wenzhou women's shoes very much.

However, the main consumer groups we are facing today are 80 and 90s. Their demand for goods is not just about style, but also about product technology, shopping environment, service quality and shopping experience.

In view of the shoe market, most of the women's shoes brands in Wenzhou are still in the original wholesale stage. They do not form a systematic operation system, the brand positioning is not clear, the layout of the channel is unreasonable, the quality of the intermediate products is poor, the retail professionals are short, and the profit mode is short and short-sighted.

If we focus on production, even if we put forward brand operation, we will just follow the big stream, do not really make distinction and popularity, do not form our own marketing system, or even mistaken that making brand is monopoly, resulting in serious homogenization and low profit.

In this case, I believe that the Wenzhou women's shoes should be considered in the context of "high-end selling but shopping mall, but the market is not sold at a low end".

The first step is to break the traditional pattern and thinking.

Face

The listing, and the Q and other retail brands to build a strong market positioning and ultimately enter the capital market purpose, Wenzhou shoe companies are still in what shoes to sell, what shoes to produce, and now the state of liquor is now drunk.

Today's

Having said goodbye to the era of single fight, showing a "gang fight" situation, if you are still selling shoes, then your profits are very small.

Because the product is only the first tier profit.

If you sell fashion, your profit margin will increase.

Fashion is a life condition advocated by people for a certain period of time. It has timeliness and attractiveness.

So where does fashion come from?

It comes from the consumers' perception of the image, goods, service and personnel of the terminal retail channel.

Therefore, the establishment of a high-quality retail channel is the only way to make the brand bigger and stronger.

Many brands are often not clear about the real purpose of building a strong channel. They are not just selling shoes, but creating a platform that allows them to expand indefinitely, and then enter the capital market, so that your brand value can be enlarged indefinitely.

So today,

The boss's thinking is the key to being strong and big. It can be said that the boss's thinking and pattern determine the fate of the brand.

Just how big the heart is, how big the stage is, how high the pattern decides, depth determines depth, and depth determines how far it can go.

If women's shoes in Wenzhou are still satisfied with the status quo and stay in individualism instead of using equity to integrate manpower, financial resources and material resources to make the cake bigger, then the breakthrough will be hard to see.

The second step:

At this stage, the brand operation of Wenzhou women's shoes is almost identical. In a narrow sense, the brand is to open a store.

The phenomenon of terminal homogeneity is becoming more and more serious.

With the maturity of the market and the increase of operation cost, the survival and profit of this way will be more and more difficult.

How to design a unique and scientific business model has become one of the problems that Wenzhou women's shoe brands have to face.

So, what is the business model?

To put it simply, business mode is the way or way to make money by the company.

It contains a series of conceptual tools of elements and their relationships to illustrate the business logic of a particular entity.

It describes the value that a company can provide for its customers and its internal structure, partnership network and relationship capital to achieve the value of (creating, marketing and delivering) and generating sustainable earnings.

Any business mode is a three-dimensional model composed of customer value, enterprise resources and capabilities, and profit making mode.

For women's shoes, at the beginning of building their own business models, it needs to be clear: who will sell your products to?

What kind of spending habits do they have?

What kind of goods, images and services do they need?

Do your target consumers have strong potential purchasing power for your products?

Can the demand continue?

What resources do you have to ensure continuous profitability?

Can the scale expand?

On the basis of various concepts and long-term observation of shoe market, the author puts forward a reference model including the following elements.

Value proposition: the value that a company can provide to consumers through its products and services.

Value proposition confirms the practical significance and attractiveness of brand to consumers.

It is suggested that fashion should be pformed.

With the improvement of people's income and quality of life, the demand for shoes has also been shifted to fashion and diversification. Wenzhou women's shoes should also emphasize fashion sense in product development and brand operation according to customers and market needs.

Consumer target group: the consumer group targeted by the company.

Analyze some commonalities of these groups and create value accordingly, that is, market division.

Wenzhou women's shoes want to really brand, market segmentation is the only way.

Distribution channels: the way companies use to contact consumers.

To solve the problem of how the brand develops the market, it involves the market and distribution strategy of the company.

It is suggested to establish a scientific distribution operation system from two levels: 1, establish a regional branch operation system, and assume sole responsibility for profits and losses.

Set up four centers of market, retail, logistics and finance, formulate perfect system, process and consideration standard; 2, establish the operation system of retail stores.

It includes the responsibilities of the retail shop staff, the daily shop management system, and the formulation of the four standard standards of store, service, merchandise and personnel in the retail store.

Customer relationship: the relationship between a company and its consumers.

Value allocation: the allocation of resources and activities.

For example, by establishing the system operation system of brand headquarters, branch offices and retail stores, we can ensure the normal and efficient operation of the brand.

Core competence: the ability and qualification of a company to execute its business model.

For the brand operation of women's shoes, we must establish a set of executable, replicable and operable standardization system, and all work is carried out around a core.

Brand headquarters operates in accordance with the development plan to set up a reasonable team, separate production and marketing, financial independence, establish brand operation center, set up planning, commodity, market, retail, logistics, administration, finance and other departments, formulate post responsibility, operation system, work standard, process and other operation methods and means.

Partner network: a cooperative relationship network formed between the company and other companies in order to effectively provide value and realize its commercialization.

Cost structure: the monetary description of the tools and methods used.

Revenue model: the way companies create wealth through various income streams.

The third step is to integrate the best quality resources and build the core advantages.

Marketing pays attention to integration, and pays attention to integration.

And resources are always scarce.

Whoever masters a strong retail channel, who masters professional retail talents, and who has good quality commodity resources, will win.

Because today's market is an era of robbing stores, robbing people and grabbing resources.

Those who do not seek all things are not enough to make a fortune.

We should not just look at shoes and shoes, but look at the future and the overall situation, and see the pattern and development trend of the industry.

You can't always keep your own three acres of land - the upstream and downstream cooperation networks are limited to Wenzhou, and are not willing to dilute the share rights, unwilling to cooperate with others, block information, and still use traditional tools and concepts.

We should "go out and bring in". We should learn some successful international cross trade brand methods, integrate the best commodities, the best channels and the strongest marketing strategies for ourselves.

Only by understanding the combination of strength and strength can we get twice the result with half the effort and stand out in the fierce competition.

The fourth step: building high-quality channels

For now, brand is really valuable channel, it can gather popularity, it is a powerful platform to establish enterprise and product image and enhance brand awareness.

At the same time, it can make products form fast sales and dynamic sales.

The quality of the channel directly determines the fate of the brand.

So, what kind of channel is a high quality channel?

Under normal circumstances, a good channel can meet the following three prerequisites: first, to meet the marketing needs of products while matching the existing resources of enterprises; two, to ensure the sustained development of the market while satisfying the quick marketing of products; three, to retain market controllability while meeting the stability of the channel.

In contrast, we will find that the number of women's shoes brands in Wenzhou can achieve these three points.

Therefore, shoes enterprises can build channels according to the actual situation of their company and the resources that can be integrated. They may not have to open stores, counters, special offices, integrated stores, individual shops, fashion living houses and so on. They can also try, and there are many options for channel operation mode, such as joint operation, self run and single store franchise.

In addition, through the design of business models and the rational layout of the market, we will create a retail brand and achieve rapid and standardized replication.

Then upstream control suppliers, intermediate control channels, downstream consumer control, and ultimately the formation of brand power, is a powerful channel strategy.

If BELLE takes advantage of its multiple brands to seize the mainstream channels of shopping malls, it will have a certain initiative in terms of the right of discourse, the purchasing power of consumers and the bargaining power of suppliers.

The fifth step: create excellent commodity strength.

Wenzhou women shoes want to really make the brand bigger and stronger, and only rely on the production and marketing stripping is not enough. It also needs to establish an independent operation Department of commodity design and development, and gradually eliminate the phenomenon of "only imitation, no originality", "development for the sake of development" and "closed doors" phenomenon; establish information channels, integrate European and American fashion, let products and design concepts keep pace with the market and trend; set up fashionable buyers, integrate commodity resources, formulate commodity promotion plan, establish brand new brand image, disseminate fashion concept, make the design meticulous, specialized and refined, and make the market stronger and bigger.

Fully embodies the power of design, and ultimately form a unique design style and competitive advantage.

The sixth step: leveraging the capital market.

The power of capital is strong, and it is the ultimate goal of retail. The profit margins of shoe companies will expand indefinitely with the listing of capital.

At this point, BELLE is the best example: in May 14, 2007, the BELLE International (01880.hk) offer ended, priced at HK $6.20, and frozen over HK $433 billion 700 million.

This round of IPO, BELLE international raised HK $8 billion 660 million, the market value of HK $50 billion on the day of listing, Gome, which is worth more than HK $38 billion 600 million, is strongly praised by Hongkong media as "the king of the mainland's retail market value".

In the past three years, BELLE International (01880.hk) has been doing well in the capital market.

The market value has exceeded HK $120 billion; in the first half of 2010, BELLE group achieved sales revenue of about 11 billion 150 million yuan, an increase of 19.8% over the same period last year, and the net profit growth rate exceeded the sales revenue growth rate. The total number of stores was more than 1 million, an increase of more than 700 over the end of last year.

In addition, BELLE group owns 15 footwear brands, including BELLE, Teenmix, real beauty, Staccato and so on, and is also the largest distributor of Nike and Adidas in China.

The author believes that all Wenzhou women's shoes must enter the capital market if they want to be strong. The sooner the better, if they stick to tradition and do not want to enter capitalization, they can only be abandoned by the times and the market.

Because when international and domestic capital enters the Wenzhou market, acquisition and merger will become a norm. The trend of domestic shoe market share and wealth concentration will be more obvious, the stronger the stronger, the weaker the weaker.

On the contrary, if you seize the opportunity, you can not only get a lot of financing, but also win a bigger stage.

The breaking situation of Wenzhou women's shoes is inevitable. When we have heaven, time, place, and people, we will see how the industry creates the spring of Wenzhou women's shoes.