Terminal Manpower To Work Together To Create A New Brand Of Children'S Shoes

July 19th news now children's shoes

Recently, the ordering of local children's shoes enterprises will come to a close. Holding the terminal to expand the flag is still the common theme of this year's children's shoes ordering Association.

As a matter of fact, since last year, many children's shoes enterprises in Quanzhou have already started the battle of channel upgrading in advance: Children's shoes brand model market has been released, and the key area is to set up a key area next year.

But what is the reason for making it alone?

Joint venture or current ideal mode

Channel is not only a battleground between competitors, but also a chess game between manufacturers and distributors. The conflict of interests between them is often unclear and continuous.

It is the mainstream channel for children's shoe brand enterprises to rely on distributors and wholesalers at several levels to go to the terminal's circulation channel. The powerful channels of circulation can not be avoided and irreplaceable.

"But this channel is too messy. The flow of goods is chaotic, disorderly and interlaced, which affects the effective control of the distribution system by the manufacturers. Moreover, the loyalty of the agents in the distribution channel needs to be considered.

As a result, some manufacturers built their own channels, branches, stores, and direct suppliers, but fell into the trap of endless management and soaring costs.

Zhang Zhifeng, general manager of fashionable Baba beans, sighed.

Manufacturers are self built channels, or rely on distributors' channels? Many manufacturers try to try, change and return, find that each of the two methods has its own advantages, each has its own troubles. In the end, it doesn't know what to do and always can't grasp the degree of intensive farming in the regional market.

Which way is more suitable? This has not only become the eternal pain of manufacturers, but also has been a research topic in the industry forever.

"Joint venture" is a compromise business mode produced under this helpless pattern.

This kind of joint venture is the combination of manufacturers and distributors to each side's superior resources, and jointly set up a relatively independent sales organization in the dealer area to work together with the regional market.

It refers to a sales Union which is closely linked with the manufacturers, distributors and distributors who are built up with products or brands as the leader, assets as the link, distribution interests as the guidance, service as backing and organizational guarantee as the support. "

Bi Xiaojun explained.

However, the industry believes that joint venture is only the ideal mode at present.

Chen Binggao thought, "there is a piece of land that compares the land to a market. What you want to plant is what you want to grow. Otherwise, you should plant all kinds of things for the agents, or you can plant them for others, but you will have problems with others.

I do not agree with the joint venture. If I have the ability to go straight to the camp, I will not be able to act as an agent without funds.

Why don't children shoes join in? The industry is too small, the interest chain is too weak to share the benefits, so I think the children's shoes industry is not particularly suitable for joint venture.

However, Dai Xinmin, director of Mitch marketing director, said that joint venture would be a suitable ideal mode at present. Of course, different markets have different rules, that is, according to the actual situation of the locals, we should analyze the problems concretely, control and control financial risks and business risks. With the help of wealth accumulated by local agents for many years, it is not true that brand manufacturers or professional managers can accumulate and leap quickly in the short term.

By contrast, regional agents can help local franchisees make it easier to stay on their feet, easier to cross the opening period, and are more likely to get on the right track.

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Terminal manpower must follow up

Bi Xiaojun believes that choosing any direction as the main line of marketing strategy at the present stage does not mean that the business can be ignored or even neglected in other marketing fields at this stage.

After all, market management, supply chain management and retail management constitute the three key elements of the success of the footwear industry. Each factor brews, grows and creates the core competitiveness of enterprises in a certain period of time.

Similarly, the key reason for the success of every key element lies in the synergy between other key elements of the enterprise.

Jiao Yuan Ping, an industry insider, said that the so-called "military and water impermanence", after all, the channel strategy is constrained by many factors, such as entrepreneurial philosophy, resource strength, management ability, management level, team quality and corporate culture atmosphere.

However, children's shoes must be confident in the monopoly pformation system.

"We need to have confidence in our brand, and have confidence in the upstream and downstream industries. Secondly, let all employees and customers of our company have hope, do not let them have a brand and do well in the future.

Only in this way can we consolidate our company's internal and external resources and forge ahead in the channel expansion, especially when our company should expand the channel and do a good job in terminal operation.

Chen Binggao said.