Quanzhou Children'S Shoes Enterprises Are Keen On Regional Tour Ordering.

Recently known Brand of children's shoes The Shenyang order will come to a close, which means that the "national ambition" will be finally concluded. This Hundred Mickey The order meeting went to five places in Hunan, Jiangsu, Hefei, Hangzhou and Shenyang respectively. It lasted for half a month, and the venue was connected. The result was surprisingly good.

It is not the case of Quanzhou children's shoes industry that chooses the national tour order. In fact, the brand of children's shoes, including Wan Tai Sheng, Baba beans and stupid bears, will place a brand order in a key regional market. Itinerant orders seem to become a popular practice in the children's shoes industry overnight.

In view of this practice, the industry believes that the original intention is to use the regional ordering Association as a display platform, and unite local agents to form a group effect, not only for brand building, but also to gain more market consumers' recognition, and further enhance brand awareness and reputation. Its fundamental purpose is to make full orders for the sale terminals in the deep market.

The reason is not difficult to explain. Regional ordering is often an important form of promotion for regional market development. It also helps agents to sell products, so that goods can be sold, rather than the goods transferred between manufacturers, agents and distributors. In a sense, through the nationwide way of ordering, the brand of children's shoes has realized a further sinking market, mastering more accurate market information, helping enterprises to complete futures orders better, and indirectly promoting the transformation of children's shoes brand management mode.

　　 Itinerant regional order meeting

At the beginning of April this year, we repositioned WTS|Kids, which was dedicated to building professional equipment for children, and opened 12 orders meeting throughout the country. It is these 12 consecutive regional orders that will open the WTS|Kids to the domestic situation.

"Indeed, relying on several successive regional orders, Wantai Sheng WTS|Kids brand concept is also accepted by more new agents, regional orders will win at one stroke, and the market response is very good." Chen Binggao, director of marketing of Wan Tai Sheng group, reveals a few successful smiles. "Next, we will also hold regional ordering meetings in several other key markets in the country, which is the most direct and effective shortcut to enhance brand awareness and expand the local market."

At the same time, children's shoes will often carry out a series of promotional activities at the regional ordering conference, combined with local media reports, through early promotion and later investment, bring obvious help to the regional market.

"Local consumers are not only impressed with our brand, but also believe that our brand is well done in the brand of children's shoes." Dai Xinmin, the marketing director of the wizard Mitch, also runs multiple regional ordering meetings, he told reporters.

Zhang Zhifeng, the brand leader of the Baba bean, also values the driving effect of regional ordering on the local market. "Not only can it stimulate the consumption of the market, but more importantly, it will enable consumers to pay more attention to your brand and eventually accept your brand idea."

In order to achieve this goal, the fashionable babbaba has distributed Apple mobile phones and other marketing activities at the regional ordering society to promote the brand of Baba bean and further promote the sales of Baba bean shoes.

　 Specific stage products

Although many children's shoes brands have chosen the mode of ordering regional meetings, in fact, the ordering of tour areas is only a way to promote the development of children's shoes to a specific stage. This is an extension of brand headquarters operation thinking and brand strategy system. Of course, the order of the tour area will be exactly the same as the order at the headquarters meeting on the agenda and the order form. The effect is also fully recognized by the headquarters and the agents. However, the tour ordering will often bring a lot of pressure to the human resources of the headquarters.

However, the convening of regional ordering is a platform for the strength of brand display. By means of regional ordering, a variety of marketing tools and brand development can effectively enhance brand awareness and attract more agents to join.

In view of this, regional ordering is often more than the meaning of "ordering". It focuses on the "ordering" center, which is linked to various brand concepts, and then carries out further marketing and promotion with local agents.

Chen Binggao believes that in the regional market order, the regional market will be bigger and stronger, so that the brand will become more stable and prosperous. Regional ordering will enable the brand to connect with local agents more effectively and assist agents in brand promotion and sales. "In fact, there is not much difference in the marketing plan of each brand, but the different execution power of agents result in different marketing results. Regional ordering will help the brand strengthen the execution of agents, which is of great significance for the intensive cultivation of regional markets.

More importantly, after deciding the key regional markets, many children's shoes brands have been holding large regional ordering meetings, with a view to occupy regional market share and enhance brand awareness. At the same time, the brand of children's shoes will move the order to the regional market. It is precisely to popularize the brand idea, set up multi-level layout of the channel network, accelerate the penetration of regional market, and initiate the channel expansion attack.

　　 Target futures order

Or for children's shoes in Quanzhou, the tour area ordering is only a product of a specific stage. However, an indisputable fact is that this is a mode that can better help headquarters and agents to achieve futures orders at present.

In the past two years, the brand of children's shoes in Quanzhou has been transforming in the mode of ordering, and has been exploring from the original semi futures gradually, hoping to finally achieve futures order.

As we all know, the market of children's shoes is changing rapidly. Especially the majority of children's shoe brands are in the early stage of brand creation. They still rely on products to speak. However, due to the relatively backward information construction, the market sales data obtained are very scarce. It is precisely because of the lack of true feedback on market information that enterprises lose the right weight to make a correct assessment of the market based on real data, which means that they can not control the market in accordance with their preferences, and develop products according to their preferences and different regions, but can only develop some spot products based on their own operational experience. Order goods.

This order mode is more subjective, always playing a game of gambling psychology, as long as it can produce one or two single product explosions, even if it is earned! An industry insider said, "if you meet with no treasure, if those products are sold, everyone will burn incense at home and worship Buddha."

However, it is different now. Although the overall information construction of the brand still takes some time, but through the order of the round trip, the more front-line franchisees in the region can see the goods, which provides more extensive and real opinions for the final sample order production, and undoubtedly promotes the transformation of the brand futures business mode.

Dai Xinmin said that after the realization of futures, ordering will never be a "warehouse transfer" strategy, it needs to help agents and distributors to sell goods, but only to shift the stock pressure onto the terminal. But if the terminal fails to sell goods, it will return to the brand, and the brand value will also be damaged. The relationship between loss and damage can not make the brand of "warehouse transfer" strategy the key to open the market.

The itinerant regional ordering will not only help stimulate the morale of local agents, but also play a good role in promoting sales of goods. If the brand is combined with local agents to help dealers sell goods, it will be able to find the real owner of the product - consumers. Of course, whether the products are sold effectively depends largely on whether the products are in place, but brands and agents are more competitive than single players.