"Ke Ke Mode" To Dissolve The Dispute &Nbsp; Women'S Shoes Chain Stores Roaring.

Shoe enterprises

Sit up and take notice.

For the women's footwear enterprise founded in Chengdu, with annual sales of nearly 300 million yuan, its founder, Mr. Wu Song, has effectively focused on the third generation monopoly mode, and has been aiming to complete the national layout. It plans to open the chain store to 500 by the end of 2012.

Through the grams of women's shoes, Sichuan

"Rural encircling the city"

From the well-known Lotus Pond wholesale market, it is not easy to go to school to learn the shoes and shoes wholesale and retail business. However, over the past 10 years, the shoe sales market has been growing and participating in various training, and has cultivated his keen business sense and market sense.

Since 2001, he has implemented a brand new brand operation idea of women's shoes and started her own business.

"The shoe market is no longer calm.

The pfer of labor-intensive industries to the mainland is an inevitable trend, and large shoe making enterprises in the West are bound to seek business opportunities in the West.

At the same time, the brand of international and domestic shoe brands will intensify the pace of grabbing the footwear market in the mainland. As a shoe manufacturer in Chengdu, if we do not accelerate the pace of making brands and expand the domestic market, we will be squeezed in the increasingly narrow market space, unable to cultivate a brand that can compete with the brand of women's shoes.

In the view of fog, the era of profiteering in manufacturing has ended. High value-added products depend on brand reputation. Therefore, local shoe enterprises need to change their sense of entrepreneurship and bid farewell to the traditional family workshop mode of operation.

"We can analyze the Chinese shoe industry and sort out this vein: Guangzhou shoes occupy the one or two level market of the whole country, because they have the marketing mode of the shopping mall counters; Fujian sports shoes brand occupy the national market, because they have the marketing mode of leisure sports stores; Wenzhou brand occupies the two or three tier market of the country, because their brand stores (men and women shoes together) marketing mode."

In Chengdu, shoe industry has always been dominated by processing, and its brand has started late. Most enterprises are in a rather confused state and can not find a way out.

Generally speaking, there are four ways to pave the way for brand: the first is to do exclusive stores.

Judging from the current shoe market, the one or two tier cities are already saturated, so the three or four tier cities are the main battleground for enterprises to seize.

Second is to make shoes city, manufacturers directly connect with shoe city, take the road of scale.

The third is to enter the shopping mall and directly connect with shopping malls, but it is not easy to be subject to the high cost.

Fourth is the implementation of e-commerce.

Click shoes chose the first option and avoided the central city on the choice of the main battlefield, focusing on the three or four tier cities.

Three or four tier cities have low capital and only need about 200 thousand to open a store in busy streets. However, because these areas are far away from fashion consumption centers, the cost of logistics distribution, travel expenses, expansion and promotion is the main reason why most fashion products have not yet been deployed.

In addition, whether these areas have a certain foundation of fashion consumption is also a big question mark in the minds of many vendors who are committed to developing the market.

But it turns out that the choice of misty is right.

"These places not only already have quite a fashionable consumption base for women's shoes, but also some shoe giants are temporarily hard to reach."

"Ke Ke" avoids its edge, chooses the strategy of "encircling the city by the countryside" with long grams short, so that its shoe enterprises find a new blue ocean in their pioneering work.

Innovation chain mode

The success of Click's shoes also stems from the "Ke Ke mode" which was proved to be feasible after being suspected by peers. That is to say, the franchisee turned into an investor, avoiding the negative impact of the low-level operation and decentralized operation of the franchisee on brand integrated marketing.

In this mode, if investors approve of the development concept of gram women's shoes and have 200 thousand yuan to 500 thousand yuan of funds, they can choose a satisfactory gram store to invest, cooperate with a trusteeship shop, or choose the target market to invest and cooperate with franchising stores.

This mode is also forced by the market.

In 2007, the sales revenue of KEK women's shoes self shop rose steadily and gained a lot of money.

However, the revenue of franchised stores has not improved. Franchisees have shaken up the brand of the "Keke" brand.

"Self run shops are booming, and franchised businesses are light. This proves that there is no problem with the distribution pattern of grams of women's shoes.

Where is the problem? It must be in the management of the franchisee.

Analysis of fog.

To this end, Mr. Click visited many women's shoes franchisees, and found the reasons together with the owner of the store, and then boldly decided: "the separation of ownership and management rights of franchisees, franchisees become the company's strategic development shareholders, no longer participate in the specific business activities of shops, but" Keke "to ensure that investment has a stable rate of return.

In the new chain operation mode of KEK women's shoes, all chain stores are completely self operated, and the marketing team is responsible for unified training by the company training institute.

The new chain operation mode enriches the products of franchised stores, realizes "zero inventory", standardizes the operation of brands, and indirectly avoids the risk of investors.

Click women's shoes shift the risk of operation to the enterprises themselves, which is the concern of some people at first.

"At present, there are nearly 100 employees in our company. Our wish is to turn all our employees into bosses and turn them into the real owners of the company."

Misty believes that only when employees are turned into real entrepreneurs can they mobilize the enthusiasm and creativity of their employees.

To this end, the "joint-stock system" is introduced into single store operation, and on the basis of employees' possession of a single store share, the management rights and ownership are separated and the cooperation mode with customers is changed.

Customers are investors, companies in all aspects of management, mutual strategic partners, beyond the traditional franchise mode.

However, this "shake hands" investment mode has also encountered various doubts inside and outside the industry. The biggest doubt is that "Ke Ke" borrowed money from other people's money, but it made investors bear the risk of capital. At the same time, investors could not control the loss of their stores when they left the shop.

In response, Mister explained that while investors are investing, "Ke Ke" is also investing.

"Decoration, store goods are all" Keke "to ensure investment for investors, and the shop's legal representative is also an investor.

In order to reduce investor's investment risk, investors will sign a "bet game" agreement with "Keke" headquarters: if the store loses money or fails to achieve the profit target, the first year, "Ke Ke" will give investors 7% guaranteed profits, second years to 12%, and pfer some of the investment risk to "Keke".

When reporters interviewed Mr. Liu, who joined the women's shoes, he expressed his approval of this explanation.

He believes that in the new business mode of "betting" agreement to ensure bottom profit, both sides share risks for customers. Franchisees do not have operational pressure, management pressure and stock pressure.

For "Ke Ke", through the unified management of the company, resources can be targeted to integrate and improve profitability.

In addition, grams of women's shoes in logistics mobile chain manager, through the wireless network data pmission, so that each point can be sold each pair of shoes can be monitored, so that the operation of the front desk into a background management, logistics system to support, in order to ensure the normal operation of each node.