Quanzhou Children's Shoes Enterprises Gather Up The Banner Of "Direct Camp" &Nbsp; Explore The Channel Pool.

In 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 The model market is coming out, and the key area is to lay stress on the key areas next year.

What is the reason for the single child fighting shoe company to take up the banner of direct operation instead of selecting the joint area, and whether it can skillfully borrow the hands of others to layout the domestic terminal? Is joint venture an expedient measure for these companies to move directly to the battalion, or will they become their final choice? The industry has different views on this issue.

　　 be run directly by a manufacturer It's a trend but a stumbling block.

On one occasion, when communicating with a shoe manufacturer's brand manager, it raised a problem that troubled for a long time: same period, same business district, same area, same area, same goods structure, why there was a huge difference in the management performance between the direct stores and the franchisees opened by the brand manufacturers. Why did the brand manufacturers directly delay the opening up of the situation? Why can franchisees take a firm foothold and grow rapidly? This boss can not help but sigh: the same store, why store efficiency gap is so big?

The dilemma faced by the boss has led many people to think about the difference management mechanism between Direct stores and franchisees. At present, some children's shoes brand manufacturers are vigorously promoting the wave of regional market direct construction, especially in the large business environment where overcapacity, backlog and purchasing power of consumers are decreasing. This thinking is particularly important and urgent.

"Because of this, children's shoes enterprises have to start trying to take a step back and ask for the next step -- joint local agents to develop regional markets or franchisees to set up joint stores. The purpose of this joint regional agency is, of course, to fully integrate resources: store resources, business experience and human relations public relations resources of franchisees, brand management and store management resources of brand manufacturers. This complementary mode of joint operation can serve as a transition and experience accumulation in trying to set up a direct battalion. Bi Xiaojun, chief consultant of Xiamen Tong Hang consulting and planning agency, told reporters.

"Besides, how many brands can a direct camp do? One is that after the listing of adult shoe sports brands, they have huge financial backing. Under normal circumstances, direct battalions put forward higher requirements for enterprises in terms of capital, products and other hard conditions, and a series of comprehensive factors such as human resources, terminal teams, customer service supervision and so on are also indispensable, while children's shoes industry starts relatively low, and there is no way to provide adequate follow-up guarantee for the direct market. This is an indisputable fact, especially funds, which is the insurmountable cost gap for the vast majority of children's shoes enterprises. Fujian Jinjiang Wan Tai Sheng shoes and Clothing Co., Ltd. marketing vice president Chen Binggao said.

At the same time, he said, the other one is those three or four line brands on the market, which can only survive directly, because they want to keep the final profit of the production link, but the ultimate goal of the children's shoes brand is to realize the flat development of the channel system. This can not only help the head office to improve the control over the various regional markets, enhance the timeliness and authenticity of the sales data and market information feedback, so that the head office can integrate with the market, understand the market information and data better, and be conducive to product development, cost control and other links.

After all, although the direct operation is relatively low in operation risk, many unexpected factors that face the early investment and operation process affect the process of direct market. Compared with joint venture, the risk of post operation may be relatively high. However, the head office is bound with customers to move forward and import into the regional model market, but by the agents who understand the local market and have local resources, it will undoubtedly increase the chances of success. Otherwise, brand direct operation is likely to be stumbling and bumpy.

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.

Do manufacturers build their own channels or rely on distributors' channels? Many manufacturers tried and tried to go back and found that the two methods had their own advantages, each had their own troubles. In the end, they did not know what to do, and they never grasped 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 always been a research topic in the industry.

"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's shoes join in? This 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.

Terminal manpower must follow up

What needs to be explained is that whether it is direct camp or joint venture, children's shoes and clothing brand channel marketing strategy is based on the principle of resource priority allocation and key allocation, hoping to provide some reference for the brand marketing strategy breakthrough at this stage.

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 transformation 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.