To Build Three Or Four Level Market Channel -- "Nesting" Is About To Happen.

A large number of three or four level market channels is one of the most important work of the birds.

How to make consumers better experience

Jinjiang sports brand in early 2010

How to make consumers better experience the lifestyle advocated by the brand, and build up the connotation of the brand through terminal channel construction? For this reason, the "ninth generation simulation shop" is proposed.

"Simulation shop" aims to break the boundaries of traditional sports brands, first of all, conceptually.

At the same time, the company's "nesting" action is maturing. The simulation shop will be divided into three equal grades, that is, the flagship store is designed and developed independently, and the image shop is the main selling shop for the one or two tier city market, and the image store is mainly based on the three or four level market.

Among them, a large number of three or four level market channels is one of the priorities of the company.

It is said that a Zhejiang noble bird agent opened eleven branches in a week in August 2010.

It can be said that so far, the company's retail terminal expansion plan is relatively successful.

Since 2002, the scale of the five thousand retail outlets has been realized in only eight years. Hundreds of new stores have opened up to show that the agents recognize their current market strategy and provide profit margins.

The reason why the terminal expansion of the noble bird is obvious is that it can protect the profit margin of most agent dealers.

According to the information provided by the company, so far, the trend of the expansion of noble birds has made most of the agency dealers profitable.

"There will be some dealers who do not make profits or even lose money, but the overall situation is not obvious. So far, our single store profit margins are good."

Wang Zhidong, brand manager of expensive bird, said.

This is because the precise choice of the target market is possible for the dealer to make profits and expand the brand.

For example, in 2010, "most of our new stores are located in the central part of Guangxi and Yunnan, and the main line is the three or four line market.

In these markets, the shop cost is not high, the market space is relatively large, "Wang Zhidong said." at the same time, because the main competitors are in the pioneering period, our expansion pressure is small, and profits are easy to protect.

"Yunnan birds and birds invest heavily in storefront upgrading."

Xie Guohua, general manager of Yunnan bird branch, said that the existing sixty square meters shops will be completely cut down, and the average area of the upgraded shops will be more than one hundred square meters.

The company has also set up 1500 new terminal stores nationwide.

At the same time, it has entered the Vietnam and Laos market in a small amount, and intends to enter Southeast Asian countries in the near future to set up distribution points.

High speed expansion will inevitably bring financial pressure, and companies want to seek help from the capital market.

In recent years, capital operation and modern enterprise management are becoming the industry aspirations of Jinjiang, and more and more listed companies in Jinjiang.

At present, the demand for capital is huge due to the increasingly fierce competition in sports brands, the increasingly meticulous operation of sports goods companies and the increasingly rational rationalization of terminal franchisees.

Listing financing has become an internal demand for further development of sports brand, and also promotes enterprises to formulate higher level development strategy and modern marketing mode.

"The birds are ready to go public."

Lin Tianfu, chairman of the company, said that the company is actively preparing for the listing of A shares in two years according to the listing requirements.

"Listing is to let the birds really practice internal skills, make strategic planning and enhance brand influence," Lin Tianfu said. "Through the listing and financing, companies can put more capital into the Chinese market."

If the funds are sufficient, Lin Tianfu will be more confident in speeding up the birds.

"Through intensive distribution, we should strengthen the competitive advantage in the three or four tier market, consolidate the channel advantage, form the market scale, further enlarge the" noble birds and birds ", and cultivate the competitive ability of the one or two birds in the market by selecting the best shops.

In 2011, the "nesting" action will start, and the image store will enter the first tier core business circle, opening up more than thirty scale businesses in the first tier market.

However, some agents are mixed about the capital operation of the company, which may affect the current system of the company.

"After the listing of the group, an obvious advantage for our agents is to speed up the research and development of new products."

A few years ago, the brand agent of Yunnan, a brand listed overseas, said that for the brand, the speed of product development and production was guaranteed, and the increase of advertising investment could also enhance brand awareness.

Another agent who will soon be listed is cautious. "Post market agency pressure is even greater."

This is indeed the case.

Prior to this, Anta, XTEP and other brands have gradually recovered their agency rights and changed them to headquarters headquarters, which is related to listing.

At the same time, "after the group is listed, with more funds, it will speed up the market. Naturally, agents will continue to open stores. Although the headquarters will support this, they will still rely on agents".