Brand Shoe Enterprises Enter Market Terminals To Find Growth Points

Throughout the footwear industry, the major brand In the competition to seize the advantageous position of the market, do not show any weakness, keep pace with the times in the development strategy, innovate in marketing strategy, and strive for excellence in customer service. The only common and persistent goal is to expand the overall competitiveness of the brand and enhance the profitability of the brand. Therefore, to a certain extent, the brand Sale Turnover is often regarded as an important measure of the strength of an enterprise. index In order to achieve higher turnover, we need to rely on brand sales terminals to promote.

In recent years, many shoe brands have been stationed in various important economic market stations in the country, opening one shop after another, laying the sales network of the brand in every corner. Faced with foreign brands entering the domestic market and grabbing market share, domestic brands are more active in expanding channels. Lining, as the leader of the stable sports brand, has 6917 stores in 2008, with the most potential two or three tier cities as the focus of development, which accounts for more than half of the number of new shops in the country, and has reached about 7700 by 2010. In the outdoor footwear market, Kolumb (Colombian) also extended the brand sales point to four municipalities directly under the central government of Beijing, Shanghai, Tianjin and Chongqing, and the main cities in 19 provinces, including Guangdong, Fujian, Zhejiang, Jiangsu, Shandong, Jilin and Jilin, with an annual sales growth rate of over 50%. As of the end of April, the number of shops has reached 380. A variety of industry data reports, we can see the importance of sales terminals, which is a competitive weapon for the brand to base itself on the market and master the leading power.

Terminal is the front line of marketing channel, and is also the most direct part of brand facing consumers directly, and it plays a decisive role. Whether in brand stores, chain stores, retail stores, or in Shang Chao, department stores, convenience stores and other places, all kinds of brands are fighting at the terminal and counter shelves. Many shoe companies are stepping up efforts to expand sales terminals, making this resource grab battle intensified. Admittedly, there is no doubt that the role of market terminals in promoting brand development is unquestionable. However, it does not mean that the number of advantages can ensure that the brand can get huge profits. If the shoe companies want to gain fame and wealth in this channel, the key is to work hard to improve the quality of the market terminals.

Understanding brand and determining market positioning

Having a thorough understanding of brand is not only a prerequisite for developing the market, but also a prerequisite for the establishment and development of an enterprise. Through a comprehensive analysis of the brand, the market positioning of the brand, including the target consumer group, channel mode and profit point, is clarifying. Based on the results of market research, the practical problems such as the economic strength, development status and strategic planning of the enterprise are taken into consideration, and then the selection of the sales channel is made, and an effective operation process is formulated.

Understand the market and pay attention to terminal construction

Shoe enterprises should select several target markets that match the brand, and conduct a comprehensive survey of the population, traffic and consumption level of the market, screen out the most suitable geographical area, establish brand terminal sales stores, and enhance the concept of building a complete terminal sales network system. At the same time, we should build the terminal according to the overall image of the brand, whether it is shop decoration or product display, we must strive to create the best quality shopping environment for consumers, and further achieve a full range of brand expansion.

Understanding customers and improving consumption experience

How to attract the eyes of consumers and affect the purchasing psychology of consumers is the key to terminal work. Therefore, shoes enterprises must truly understand customers, not only on the needs of products, but also on the needs of services. Shopping guide is the carrier to convey brand product information to consumers, and also the main body of sales service. Therefore, shoe enterprises should enhance the quality and ability of guide buyers, help consumers choose the right products, let them experience the whole happy shopping process, and do well in the all-round service including after-sale service. Of course, some marketing campaigns and promotional activities are also essential. Through the introduction of a unique interactive experience consumption mode, we can attract and satisfy consumers' desire to buy, so that they can really enjoy the whole shopping process and enhance the consumption experience.

In the shoe market, where the brand is concentrated, shoe companies should stand out from thousands of competitors. Besides having first-class product quality and distinct product image, it is more important to provide all services to consumers through sales terminals, and gradually cultivate the loyalty of consumers, thereby enhancing the value of the brand. As long as the shoe enterprises combine their own actual conditions, the construction of channels can be carried out according to local conditions, and the innovation of putting into the terminal will surely find new market growth points and successfully break through.