From Wholesale To Monopoly: The Brand Of Shoe And Clothing Is Nirvana.

Taking a look at the development of footwear industry in China, from Guangdong brand to Zhejiang brand to Fujian brand, we must abide by this rule: from traditional wholesale channel to franchise chain, from Xiaohong clothing store mode to * * franchised store in all kinds of market opening, from the first market retail terminal distinct archway to spread the brand operation of County Township village.

From the south to the north, the shoe and clothing industry in China is experiencing a collective Nirvana industry scene. When this feast is finished in the thousands of calls, there are usually only a few brands, but many brands lack the strength of their own industries or the pressure of industry competition.

Some people say that from wholesale to monopoly is the brand to the heaven of the cane tree, some people say, this is the brand decline when the pain of the magic soup.

How can we see the true picture behind the nirvana behind these unhappy noises?

The author puts forward some personal views in order to discuss with readers: from the wholesale to the exclusive brand, the brand adult ceremony has gone through the brand gold plated river China shoes and clothing industry from extensive processing to intensive operation. From selling sales awareness to creating brands, from wholesale to franchising, the entire Chinese footwear industry has just completed the crossing in just more than 10 years.

Like montage movies, many brands come out in succession. During this period, although there are many times when heroes emerge in large numbers, more and more failed stories are hidden in the marketplace and forgotten.

In this way, a group of brands will go to the pool that can be plated with golden river, like to go to a brand of adult ritual, all the best to wrap up the brand, expensive to hire the star to do the ceremony, in the media wide invitations.

Until one day, on the stage of CCTV, the star Marshal sounded the brand's assembly number. For a time, many courtship letters came from all over the country. This may be the only way for many Fujian brands.

Compared with Fujian brand, Zhejiang brand performance is relatively low-key. They do not spend too much money in brand promotion, but they have done enough work in product design and terminal construction.

Based on this, the brand of shoes and clothing in Zhejiang can be dominated by the domestic market, and the market performance is much better than that of Fujian brand.

Compared with the Zhejiang brand, Guangdong brand is even more low-key. They don't pay much attention to what "famous brand" and "exempt goods". They rarely spend money on advertising. They have excellent conditions and gorgeous image building, and brand prices are also proud of him in the country.

Therefore, some people in the industry say: Guangdong brand goes into the hall, Zhejiang brand self reliant archway, Fujian brand goes to the mountains and goes to the countryside.

With the continuous increase of China's national income and the rising consumption level, the traditional wholesale and retail mode can no longer meet the consumers' appetite, but whether the brand is adapted to the needs of the market or whether the brand is supplied by the producers or not is still not able to give an appropriate conclusion.

With the surge of this trend of thought, some brands that have accumulated enough capital in the wholesale process have begun to monopolized the operation. They have retired from the traditional wholesale market, and have begun to work in high-grade office buildings. The branding business has also brought some well managed areas to headquarters. This is the focus of the channel change, whether it is GREE's "cutting the vassal" in the home appliance industry or the P & G cleaning gateway of the daily chemical industry.

The shoe and clothing industry, which has been borrowing the appliance mode, has gradually begun to change its channels. However, the form of this pformation is odd: the headquarters is in a big way, the agents are half up and the terminal is blocking the way.

Nevertheless, such as Anta, Yi Kang, red dragonfly and so on, are constantly changing in the media advertising, which is gradually replaced by the exclusive stores. The fifth generation of decoration has replaced the fourth generation, flagship stores have replaced the ordinary stores, and Metersbonwe has even opened 9000 square meters of large shops.

This series of actions are constantly announced in the market: these brands have grown up, and they have gone through the brand adult ceremony since they broke away from the traditional wholesale mode, and are developing in a bigger and better direction.

There are too many Monopoly points in the market. Brand becomes a must for all people.

Although it seems that you are experiencing the same brand pformation mode, the road to Rome is different.

Some brands are singing all the way along the road. Some brands are gradually falling behind the group. The era of brands such as Tai Zi Long and red bean is over. AOKANG, YOUNGOR and seven wolves have become leaders of the industry.

How can the channel be pformed? When I talk about the channel pformation problem with many brand operators, I often hear such a statement: it is not easy to pform channels, and it is difficult for me to change the brain of the agents and distributors in the whole country. We began to sell franchised stores in the past year. In the past three years, we felt that it was eight words: trembling and walking on thin ice; the pformation of channels has turned out to be all right, and it is not easy to operate between monopoly and bulk goods. That is the process of self graves. This is a process of labor pains, which means that we can operate on the sick people without any anesthetic, and hold back the pain after that.

Many brand operators are confused in the actual operation, do not know what kind of magic to take to allow the channel to complete the pformation without loss.

The author, after years of experience in the operation of the market and summarizing the operation experience in the consultation process, sums up the two centers and six basic points of channel pformation: the two centers of channel pformation 1, brand development as the center and brand development as the center, which is the primary spirit of channel pformation. In the process of channel pformation, headquarters, agents and distributors must have a deep understanding that all the actions of the channel are for the brand, and only valuable brands can bring the most rewarding returns to the channel; brand value is rigid; the brand that the market only allows the price to rise continuously, and the brand with declining value will be eliminated by the market.

Therefore, headquarters, agents and distributors must never seek short-term incentives at the expense of brand interests.

In addition, the brand thinking of headquarters, agents and dealers in the three level operation system must complement each other. The headquarters is bigger than the terminal, the terminal is difficult to operate, the terminal is larger than the headquarters, and the headquarters will eventually lose the terminal channel.

2. With terminal intensive farming as the center, the current market competition has shifted from high-altitude advertising headquarters policy to terminal competition, and terminal has become the first battlefield of brand competition. At this time, the intensive farming channel is particularly necessary.

In the process of pformation, the most direct expression of brand is terminal pformation, and consumers perceive the brand image and service from the terminal.

Terminal intensive farming should pay attention to strengthening two aspects of action: improving the operation level of the terminal itself. This is a permanent cure. The terminal can not always operate under the care of the headquarters or agents. The terminal must be able to realize self-sufficiency, self-development, and improve the regional training and supervision mechanism of headquarters and agents. However, it needs to be clear that the supervisor should supervise and guide the market to visit the market, not only to take a few bad photos of the terminal, but also to give the skills and ideas of the terminal operation.

Six basic points of channel pformation: 1, the product's basic products are always the core of the brand. The brand is based on the product, and the product can also destroy a brand.

Before conducting a channel pformation, enterprises must consider two questions: whether a company has a sound product line to support terminal operation, and whether a strong product class can attract enough consumers to support terminal operation?

If the enterprise can not give a positive reply, then the enterprise needs to work hard on the product first, and eager to channel pformation when the product is not perfect. Then, even if the pformation is successful, the terminal Epiphyllum will become the last blooming before the end of the enterprise.

2, what is the basic point of image building when we walk on the road, what attracts us into a store that may not be ready to enter? What makes us slow down and choose carefully?

It is image, just like beautiful people, we will all like it. Consumers also like the brand built by terminal image.

A good image can not only attract consumers into the terminal, but also directly reflect the brand value.

Therefore, before the channel pformation, enterprises must design the image of different forms of terminals. In the decoration design, store layout, sales line and display planning, there is a set of brand's own specifications, so that consumers can better get close to the brand.

3, the basic point of service, when the international mainstream marketing theory is pferred from 4P to 4C, fully communicating with customers and providing quality services become the competitive skills of all brands.

In today's market competition, product differentiation is gradually narrowing. Customers' purchase considerations, such as convenience and terminal services, are gradually increasing.

Terminal light has good products and excellent image construction is not enough. Finally, we must improve our service level.

The services include: terminal service customer shopping convenience service, sale in life service, after sale service, customer customization service, etc., should also include headquarters to agents and distributors, agents to dealers' service.

Only in this way can customers acquire more value in order to be satisfied and willing to be loyal to the brand terminal.

4, the expansion of basic channels of channel development is always an inexhaustible driving force for the development of enterprises. Enterprises can not relax their attention to channel development at any time.

The pformation of channels is inevitable for enterprises to rectify the existing channels, so the expansion of new channels is inevitable.

Leaving the original wholesale channels, enterprises are widely used in department stores, supermarkets, channels, supermarkets, clothing and footwear supermarket chains, franchised channels and self operated channels.

Different types of channels will have different ways of expanding. Enterprises should choose their own channels and ways of expansion according to their own development and market situation.

5, after the pformation of monopoly channels from the wholesale market to the basic point of channel management and control, the original extensive operation of enterprises is gradually replaced by brand operation. Enterprises can not allow themselves to destroy themselves as before, but the management of their own terminals should be strengthened.

These include: guiding terminal products, maintaining terminal image building, standardizing terminal sales behavior, collating and collecting terminal information, standardizing terminal channel development policy, promoting brand promotion by joint efforts, and carrying out terminal rectification with joint efforts.

Channel management and control is the necessary driving force for brand chain monopoly operation, and enterprises must do enough to control and control.

6, the basic point of team building pformation channels enterprises must be equipped with professional teams. To sinks, enterprises should first establish a marketing system centered on order, improve the organization of the direct sales department, sales department, channel department, channel support department and other departments, establish a sales platform that fits the existing channels, enhance the quality of the team, improve inter departmental collaboration and team operation efficiency.

In the agent team, we should gradually develop the operation system of agents, and realize the combination of regional company's integrated operation standard and regional characteristic operation.

In terms of remuneration, a salary mechanism and a position promotion mechanism based on team and department key job points are established, focusing on team members' growth and team culture construction.

An enterprise has a strong team, competitive products, attractive and attractive images and humanized services, and effective channel control, so it is difficult for enterprises to succeed in channel pformation and channel expansion.

The banquet has come to an end. Nirvana has just started the carnival feast of the brand. The end of the collective Nirvana dance is over.