Brand Breakout Of Fujian De Hui Hui Sports Shoes

"Star endorsement + CCTV advertising" has become the mainstream mode of Fujian Jinjiang sports shoes licensing movement.

The Jinjiang brand advertised in CCTV sports channel was leaping forward. There were 16 in 2000, 33 in 2001, 36 in 2002, and 44 in 2003.

Today, products, prices, channels and brand communication have been highly homogenized.

On Sunday, March 21st, Xie Jian, 17, and several classmates imitated Jay Chou's ambiguous singing method and hummed the lyrics of "two trunkeys" into the flagship store of del Hui.

Xie Jian is a middle school student in Nanchang. Like most of his peers, he is close to his idol everywhere in personality and appearance. The purchase of sports shoes naturally inclined to the brand of del Hui, an idol's endorsement.

Jinjiang, Fujian, China's sports shoe industry, scattered nearly 3000 large and small shoe factories, before, almost without exception, choose the processing mode of accepting orders.

With the shrinking of foreign markets, the whole shoe industry in Jinjiang has turned around and shifted to the domestic market.

In 2000, Anta took the lead in asking Kong Linghui to be the spokesperson, and fired the first shot of the shoe industry in Jinjiang to create the brand in the domestic market. After that, many enterprises imitated it. At one time, the CCTV5 sports channel became the base camp of Jinjiang shoe industry propaganda. Dozens of sports stars came on the scene to make every effort to fight for a place for their endorsement brands.

However, after all, it is a new attempt to take the brand road. Most of the more than 300 footwear enterprises in Jinjiang choose the brand path. They do not start with product style design, channel construction, management mode, staff quality, brand operation concept, but rather put their hopes on the "star advertising + CCTV", resulting in the high homogeneity of 4P.

In the face of limited market resources, they fight the price war.

As a result, a large number of enterprises rushed to follow suit, but they did not wait for consumers to know and hurried away.

When the peers fell down, del Hui went against the trend. It took only three years to complete the pformation of an industry leader.

The wholesale market of channel jumping has gradually shifted to the retail market. Unlike other city brothers, del Hui has always been domestic, but the choice is wholesale.

This is a simple process. Enterprises only need to find dealers who can purchase large quantities of goods after they produce the products, so they can easily bring profits into the bag.

But this model also has a fatal weakness -- too far away from consumers.

Enterprises do not know the flow of products, do not understand the characteristics of specific consumer groups, feedback information from dealers, rather than consumers.

This is a very dangerous thing for the long-term development of enterprises.

Therefore, in 2001, del Hui gradually shifted from the wholesale market to the retail market. In various provinces and cities in the country, in line with the principle of "point to point", we vigorously developed stores and entered the shopping mall counters. By June 2002, the Del Hui retail network has covered 85% of the mainland China.

Strengthening the quality of the retail network in 2002, del Hui emphasized that while guaranteeing the number of retail outlets, it greatly strengthened the quality of the retail network, and in a very short time, introduced the visual standard of the Del Hui store image.

According to this regulation, flagship stores in Sichuan, Nanchang, Quanzhou, Changchun and other places have been established, and the image of del Hui has been significantly improved.

As the brand matures, del Hui's brand image is more thorough, and it can win the biggest profit. It is the most convincing image. It is unrealistic to set up a super standard image store. At last, it is hard to sustain and make ends meet. It is a blow to the salesman's confidence and the impact on the brand will be very deep. So, the company emphasizes the place where the store is built, how big the store is, and the ratio of input to output.

All these problems need a scientific and objective argument process, and we must not rush into it.

A lot of Jinjiang shoe industry are now engaged in "franchised stores". In the urban area of Quanzhou, Fangyuan 35 kilometers, the sports shoes store is just like the more than 20 square meter shop. It is also a monotonous shoe display, which is far from what the manufacturer claims "sports culture".

Del Hui realized that this terminal image is very incongruous with the brand connotation.

In 2003, del Hui redesigned the original store design and promoted it quickly, and the new store was more youthful and closely coordinated with product taste.

In the survey of the brand image of de Hui, 62% of the consumers expressed satisfaction with the image of the new store, especially for its flat image.

At present, there are more than 2000 retail outlets, including more than 800 franchised stores.

Many companies in Jinjiang take the way of subsidized distributors to shop everywhere, often to the distributors.

But the company does not advocate development everywhere, but is committed to improving the quality of the network.

In terms of sales mode, del Hui turns dealers from wholesale and retail to brand management and gradually reduces the proportion of wholesale.

Brand integration program, the shoe store in Jinjiang, has begun to pay attention to the problem of product mix.

Besides sports shoes, sportswear and sports equipment are used to build sporting goods stores.

But most brands of sportswear and sports equipment are just furnishings, without actual sales.

In order to eradicate this malpractice, del Hui launched the brand integration plan in a comprehensive way: strategically adjusting the product structure, entering the leisure market with larger space; gradually implementing the unified distribution price, unified retail price, taking the price differential positioning, pushing the middle and high-end products; upgrading the channels; unified the terminal image of light boxes, doorways, signboards, decoration and layout on the hardware; upgrading the single store management and shopping guide services on software; promoting further integration, strengthening training guidance, unifying the promotion mode of various regions in a certain period, and promoting the promotion mode in a certain period of time, with the support of the advertising activities of the company, and unified implementation according to the company's plan.

In line with it, delhui focuses on introducing the concept of deep distribution: 1. the core Market: to seize the key markets, focus on promoting the construction of image shops in provincial capital cities, and build "model shops, typical shops and flagship stores" to enhance the image quality, and then radiate the surrounding market outlets to play a leading role in the implementation of ABC classification.

2. core customers: focus on key customers, improve the overall competitiveness of key customers.

3. terminal management: footwear brand competition has been developed from competition, production competition, quality competition, logistics competition, image competition, service competition, to the competition in terminal stores, and the introduction of terminal upgrade system in all directions, combined with hardware and software, giving full play to building a highly effective terminal team, exploring the potential of terminal employees, condensing terminal culture, enhancing terminal sales performance, spreading corporate culture, highlighting the advantages of enterprises, feedback market information, and investigating the effectiveness of advertising at any time.

4. marketing service orientation: provide pre-sale, sale and after-sale services in the sales process, provide internal management, order guidance, purchase and sale analysis, personnel recruitment, and organization structure design.

To enhance the loyalty of distributors and provide value-added services to consumers, put forward higher requirements for the channels. In order to complete the new marketing value chain pfer, the company has established a new market operation technique: market grading management, differentiated operation, and the idea of market intensive distribution in key regions.

We should increase our support for key core customers, focus on supporting image stores, and adopt a tilt policy on product prices, image decoration, logistics and advertising to further enhance the speed and image of terminal network construction.

Del Hui pays attention to the training of distributors. Every order will invite experts to train, usually according to the stage of the dealer training.

The company often sends regional managers and supervisors to run the market, supervise the execution, and standardize the retail terminal, which means that the investment of distributors is increasing.

Some people do not need to wait and see immediately.

The company has promoted a group of dealers who have clear ideas and easy communication.

At the same time, we should focus on the core market and demonstrate it first.

Del Hui produces a set of standardized operation manual, how to decorate and display 30 square meters, how to decorate and display 60 square meters.

After the specification of the franchised store, although the investment is larger, the traffic volume is different, and the price of the product is different.

The store itself has played the role of brand communication. If a franchised store can sell 300 thousand a year before decorating, it will probably sell 600 thousand after renovation.

Dealers have their own marketing team to perform in place, the efficiency of management lies in details, and the value of distributors is service.

This operation resulted in a virtuous circle.

The loyalty of del Hui distributors is very high. Only 5 agents in the whole country have made other brands, basically operating single brands.

This is unique in Jinjiang.

Brand promotion three endorser advertising is the killer of Jinjiang footwear industry. 44 brands get together with CCTV, Kong Linghui, Wang Nan, Nicholas Tse, Jordan Chan, Ekin Cheng, Fu Mingxia, etc. or dunk, or jump, or run, or plunge into the water......

I feel that my voice is not loud enough to be heard, so it is no mistake to invite celebrity endorsements.

For sports shoe enterprises that have completed the original accumulation, it is no doubt a "shortcut to cut corners".

The question of enterprises is not who to be the spokesperson. The key is how to use the spokesperson.

So far, he has used three brand image spokesmen.

In 2000, Su Maozhen became Ambassador de Hui.

At that time, the product positioning of de Hui was "leisure sports", emphasizing sports.

At present, the sport that most people care about is undoubtedly football. In many international soccer players, Su Maozhen has good temperament and beautiful head skills, making it the image representative of Shandong football and the target of domestic and female fans.

This is a good choice for the target consumer group to recognize its brand, for Su Maozhen, who is just walking on the brand and has no reputation and no influence.

However, meeting sports needs is only part of the functional requirements of consumers for footwear products. In this segment, consumers are mainly influenced by the basic functions of shoes, which are less influenced by styles and other derivative services, and the consumption cycle is relatively long. On the other hand, there are many brands in the sub market, and the market space is relatively small.

So, in 2001, he tried to turn his product positioning into "sports leisure", emphasizing leisure.

Obviously, Su Maozhen has not met the brand image requirements.

So Nicky Wu, a cheap and influential Taiwan film and TV star, became the spokesperson for the pition period.

At the end of 2002, del Hui changed the image spokesperson again.

This is because del Hui product positioning pformation attempt has achieved initial success.

In 2002, sales of del Hui reached 400 million. In the same year, sales of traditional big brands Qingdao double star were 171 million.

Del Hui has gained a qualitative leap in popularity and reputation. Nicky Wu's influence has been unable to bear the need for the leap of del Hui again.

Against this background, del Hui invested tens of millions of yuan to invite Jay Chou, the most popular artist, to be the image spokesperson.

Combined with the pformation of product positioning, del Hui also made adjustments in the brand promotion channel, and began to rely on entertainment programs which means entertainment.

In the beginning of 2001, del Hui mainly put advertisements in entertainment entertainment programs such as entertainment unlimited, and the number of ads dropped by more than half in CCTV5.

The introduction of design teams, product upgrading and product homogenization are people's views on the whole domestic sports shoe industry.

Nowadays, the market is fighting for time, and whoever wins first will launch a good selling style and protect its continuous supply of goods.

Del Hui is at the leading level in the "Fundamentals" of products.

Four times a year, the order will be 300 times, and the actual development is 5 times the number.

That is to say, these more than 300 styles are selected from 1500 styles.

In 2001, the "cool Street" series was launched. In 2002, the "city phantom" series was launched. In 2003, del Hui launched the newly developed "N degree space" series. The new products have already won the majority of distributors, retailers and consumers in product color matching, production technology, quality and price.