Breaking Through The Traditional Mode: Portugal Chinese Footwear Manufacturers Strive To Explore New Ways

According to the news of the Internet, in Portugal, the three hundred shops and clothing stores in China, which have passed through dozens of years, have formed a cheap and low quality impression in the minds of most consumers in Portugal because of their unchanged marketing mode.

As Portuguese increasingly pursue higher quality of life today, China's three hundred stores and clothing stores are no longer the first choice for low and middle income Portuguese buyers. The vast majority of China's three hundred stores and clothing stores have entered the bottleneck of development. Meanwhile, the Portuguese Chinese economy has fallen into a dilemma of development.

In Portuguese streets and lanes, the three hundred shops and clothing stores operated by Chinese expatriates are very easy to identify, because these stores are different in size and business area, but they have formed a set of Chinese characteristics in store decoration, display and staffing. They are very high hanging two bright or faded Chinese lanterns, which enter the shop. The shelves are covered with various kinds of small commodities, and every commodity is covered with orange tags. Besides labels, there are no other descriptions on the labels, and each coat hanger is loaded with various kinds of clothes. Go

Some of the oversized and difficult to put goods are directly stacked on the side of the aisle and around the corner. There are bumps and bumps on the way from people to people. Some clothing stores or three hundred clothing stores also have fitting rooms, but the privacy of the fitting rooms is not flattering. However, some fitting rooms are directly located in the washroom. Some of them are equipped with independent fitting rooms, but the decoration of one side of the three sheets of sheets is also a way of decorating the guests. Because of too many clothes, the clothes hanger is not stressed and crumbling.

The Portuguese visitor's consistent impression of the three hundred stores and clothing stores in China is that the store layout of these Chinese shops gives people a feeling of clutter, crowding and oppression. The overall grade of the stores is low, and the Chinese explanation is that only in this way can they display a great variety of goods in their stores, so as to maximize the satisfaction of all the customers' needs.

Such operators in China's three hundred stores and clothing stores show different performances in the face of overall sluggish business performance. Some complain that the Portuguese economy is in a bad environment, some complain that the goods in the wholesale warehouses are too rubbish, some do not care about it, and one day is mixed with each other. There is also a reluctantly willing to change a business model, but reluctantly, the most important element in business activities: capital has been consumed by various kinds of unsalable goods.

Although the overall performance of the three hundred stores and clothing stores in China is poor, these difficulties have not blocked the enthusiasm of the new group of Chinese entrepreneurs.

In the late autumn and early winter, some overseas Chinese with courage and insight joined in the fierce battle with capital and courage.

These people have strong pertinence and clear management ideas. They have a detailed and in-depth understanding of the differences between the three hundred stores, clothing stores and foreign shops. Their business models are essentially different from the traditional three hundred stores and clothing stores, which are refreshing.

Rees Ben FICA area is one of the most competitive areas in Chinese retail industry. There are dozens of China's three hundred stores and clothing stores in several square kilometers, because many shops are difficult to manage.

Recently, two distinctive Chinese shops have appeared in Benfica area: a shoe store and a clothing store.

The two businesses are booming and customers are thriving in the Chinese retail industry in Benfica region.

The two stores have abandoned the traditional Chinese store's unique business model.

First of all, from the shop decoration aspect, there is no red lantern hanging on the doorway of the two shops. The interior decoration adopts a similar decoration style with the Portuguese industry, and the color and lighting design of the decoration materials are completely close to the Portuguese's aesthetic consciousness.

Moreover, the display and display of goods in these two stores are different from those of traditional Chinese stores. Their merchandise is placed in a flexible manner to maximize the convenience and comfort of customers when choosing goods.

The width of the aisle between the shelves is moderate, and there is not a stack of goods on the ground. Customers can conveniently walk through it, instead of crowding around like some shops.

The clothing store has the same fitting room as the big company, which can lock the fitting room so that the customers can choose their clothes comfortably, without having to worry about embarrassment due to their carelessness or the intrusion of the rash ghost. The shoe shop has set the leather stool on the side of each shelf, and has changed the discomfort of trying shoes with Chinese customers.

The staff of these two stores are easy to identify with uniform clothing, and they can always ask the waiter for help when they need them.

What is particularly notable is that the attendants of these two stores are mainly foreigners, with Chinese as the supplement, while the overseas attendants are mainly responsible for the sale of goods. The Chinese are mainly responsible for placing and receiving goods.

This way has targeted the advantages of foreign staff and Chinese staff, so that some customers with no definite goals have become real consumers, and the business revenue of stores has been greatly improved because of these impulses.

In addition to adopting the operation mode of the two stores, another clothing store operated by Chinese overseas businessmen in OLDIVILAS is the biggest bright spot. This store is a brand franchise, and all products in the store use a unified brand.

The brand adopts the current international brand franchising business mode. After several years of operation, the brand's market operation has been quite mature, and its benefits in various franchises in the Spanish market are very satisfactory.

OLDIVILAS this store is the flagship store that the brand is involved in the Portuguese market. After several years of market operation, the biggest success of the brand is also to maximize its localization in the retail stores, such as storefront decoration, personnel use and merchandise display, so as to minimize the Chinese characteristics of the storefront, and the overall soft environment of the storehouse is in line with the grade of the merchandise it operates.

The efforts made by the above three stores are a choice for the three hundred stores in China to change their business ideas and market positioning. This choice is not omnipotent and will not cure all diseases. However, localization, branding and specialization of Portuguese Chinese overseas retailing businesses are the trend of the times.