Why Do You Not Discount The Price Of Shoes?

In recent years, the shoe industry "price war" has been overwhelming, double star has won the first sales volume in the same industry for 15 consecutive years with its unique business strategy.

Wang Hai, President of the China rubber shoes Association and President of the double star group, introduces the management strength, quality and cost advantages of the two stars, and the brand new marketing strategy has won the consumers to a large extent.

Now, all kinds of shoe stores are competing for customers. They have staged various kinds of "price wars", attracting consumers' desire to buy with "Digital Games", and the leaders of the double star group believe that this is a short-term behavior.

Now that consumers are getting more and more mature, we all realize that no matter how you change, the situation of price below cost is unlikely, because enterprises and distributors are pursuing profits.

Price war inevitably leads to mutual killing and retaliation among industry peers, resulting in a reduction in the profit margin of the industry.

Only relying on price war can not form effective competitive force.

Therefore, we must operate in good faith and ensure product value from the aspects of production management, business philosophy, business mode and operation means, and create a "selling point" at the same time.

In terms of business philosophy, Binxing put forward the strategic goal of "tree centenary brand and build a hundred years old shop", and told the two star production and market line double star very clearly that we must focus on the long term and achieve sustainable development. Any short-term behavior, such as shoddy, price deception and so on, will be a departure from this concept. The binary star believes that price war is not conducive to the maintenance and enhancement of corporate image, and product price is an inseparable part of the corporate image.

If the enterprise blindly reduces sales promotion, it will give consumers doubt. Is there any problem in the product quality or other aspects?

Therefore, by holding educational training courses and other forms, the educational agents and distributors must operate in good faith, "do not fight price wars, do not play digital games". They must "create a brand in good faith and repay the society with true feelings". Even if the price is reduced, it is also true that the products of the off-season or broken codes should be processed at below cost, even if they are not profitable, but they must win the heart, and at the same time, they can expand the market share and drive the sale of new products.

In terms of business mode, binaries make the lowest price strategy and implement the "flat" business mode of production and supply, that is, "shop before factory" mode, so as to achieve "where there is a market, where there are factories, where there are factories, there are shops."

Factories, and in the production process to strengthen management, technology and technological innovation, so that the history of labor intensive production has been changed, the application of new equipment, new technology, new technology, so that the production line personnel to the greatest extent reduced, greatly reducing the production costs, these products through the double star logistics center, directly supply chain stores, from the logistics link to ensure that the market provides the lowest price of products, the product's intrinsic value does not drop, through scientific and technological innovation, instead of improving, to achieve maximum customer value, truly achieve the purpose of "value war", but also ensure that products in the minds of consumers has always been "low price, beautiful, affordable, affordable brand names in China," a good impression. In order to control costs, Binxing built factories to all parts of the country, including more than 100 large and small ones.

In terms of management and sales promotion, the two stars discard the "discount" form, and regularly launch "special products", with the aim of "allowing consumers to buy the best products at the lowest price", and enterprises and distributors create profits through small profits but quick turnover.

Therefore, the "special products" launched by double stars can cause a sensation in the market every time.

"To create a brand with sincerity, to repay the society with true feelings", "double star" provides products to consumers with the lowest cost, which is a dedication to consumers, and is also the best explanation for the brand image of a double star tree.

At the same time, double star people actively implement the replacement strategy of price war, carry out product innovation, focus on high-end market, expand the middle end market, occupy the mass market, attract consumers by high, specialized, new, odd and special products, carry out brand innovation, launch the celebrity logo, design and package with cultural color, carry out service innovation, promote the 200% services of "better and better", achieve "differentiated marketing", "public cultural marketing", "fashion culture marketing" and "entertainment marketing", etc., which produce differentiated functions, attract consumers, win the trust and affirmation of consumers, and set up a new image of double star brand.

From price competition to non price competition is a directional change of business philosophy and development strategy.

Price competition embodies the development strategy of products and cost oriented enterprises. It requires more attention to the cost, scale and quantity of enterprise products. Therefore, it is passively and limited to adapt to market rather than price competition. It embodies market oriented, enterprise development strategy guiding market. It pays more attention to the characteristics and changes of market and consumer demand, and the effectiveness of marketing methods, so it is able to adapt to the market actively and comprehensively.