How To Break Wenzhou Women'S Shoes

Many original production

As far as women's shoes market is concerned, Guangzhou brands and some international brands occupy the high-end of China.

However, China has 760 million of the rural population and 20 trillion of bank savings. Under the government's policy of speeding up urbanization and stimulating domestic demand and promoting economic growth, and in addition to Daphne, there are few brands of mature women's shoes in mid-range women's shoes. With the increasing consumption of women's shoes, fashion, parity, selection, branding, youth, taste and leisure, women's shoes market has further expanded.

Among them, we can easily find that the market demand of medium class women's shoes matches the brand positioning of Wenzhou women's shoes very much.

However, the main consumer groups we are facing today are 80 and 90s. Their demand for goods is not just about style, but also about product technology, shopping environment, service quality and shopping experience.

In view of the shoe market, most of the women's shoes brands in Wenzhou are still in the original wholesale stage. They do not form a systematic operation system, lack of clear brand positioning, unreasonable channel layout, poor product quality, lack of retail professionals, and profit seeking mode for short-term benefits; blindly focusing on production, even carrying out brand operation, just follow the trend, do not really form brand segmentation and their own marketing system, or even think that brand operation is monopoly, resulting in serious homogenization and low profit.

In view of this, the author thinks that if Wenzhou women shoes are sold in the high-end market but not in the low-end market, if we want to achieve breakthroughs in brand operation, the following points should be considered:

The first step is to break the traditional pattern and thinking.

Faced with the expansion of women's shoes such as BELLE and Saturday, and the expansion of women's shoes with the help of capital strength, and the brand of Q shoes and so on, through the establishment of a strong channel to build a retail brand, if the women's shoes in Wenzhou still stay in what shoes are good to sell and produce what shoes, at present, there is a state of alcoholic intoxication, it is very difficult to break through the "high homogenization, low profit margins" strange circle.

Because selling products is only the first level profit, only by increasing the added value of the brand can we get a longer, higher profit return and market share.

Then, how can Wenzhou women's shoes enterprises enhance the added value of brands?

The boss's mode of thinking is the joint point of the rise and fall of Wenzhou shoe enterprises, because the rapid development of the information age requires the leaders of enterprises to have an open mind.

Not only should we attach importance to production and market, but also give full play to the functions of the planning department, the human resources department, the propaganda department and the marketing department, so as to build up the comprehensive operation ability and marketing power of the shoe enterprises, and establish a special alliance of interests with suppliers, distributors, retailers, media and consumers, so as to realize an interactive relationship alliance, and enhance the added value of quality, channel, image, service and culture in an all-round way.

The second step: designing a unique business model.

At this stage, the brand operation of Wenzhou women's shoes is almost identical. In a narrow sense, the brand is to open a store.

The phenomenon of terminal homogeneity is becoming more and more serious.

With the maturity of the market and the increase of operation cost, the survival of this mode will be worse and worse.

How to design a unique and scientific business model has become one of the problems that Wenzhou women's shoe brands have to face.

To put it simply, business mode is the way or way to make money by the company.

It contains a series of conceptual tools of elements and their relationships to illustrate the business logic of a particular entity.

It describes the value that a company can provide for its customers and its internal structure, partnership network and relationship capital to achieve the value of (creating, marketing and delivering) and generating sustainable earnings.

Any business mode is a three-dimensional model composed of customer value, enterprise resources and capabilities, and profit making mode.

For the brand of women's shoes, at the beginning of building their own business models, it needs to be clear: who will sell your products? What kind of consumption habits do they have? What kind of goods, images and services do you need? Do your target consumers have strong purchasing power for your goods? Can they last? What resources do you have to ensure that the company can continue to make profits? Can the scale expand? {page_break}

On the basis of various concepts and long-term observation of shoe market, the author puts forward a reference model including the following elements.

Value proposition: the value that a company can provide to consumers through its products and services.

Value proposition confirms the practical significance and attractiveness of brand to consumers.

It is suggested that fashion should be pformed.

With the improvement of people's income and quality of life, the demand for shoes has shifted from functionalization to fashion and diversification. Wenzhou women's shoes should also emphasize fashion sense in product development and brand operation according to customers' needs.

Consumer target groups: target consumers group and market segmentation.

Analysis of these groups has certain commonalities, so as to create value in a targeted way.

Wenzhou women's shoes must be truly branded, and market segmentation is the only way to go.

Distribution channels: that is, the way companies contact consumers, and solve the problem of how the brand develops the market. It involves the company's market and distribution strategy.

It is suggested to establish a scientific distribution operation system from two levels: 1, establish a regional branch operation system, and assume sole responsibility for profits and losses.

Set up four centers of market, retail, logistics and finance, formulate perfect system, process and consideration standard; 2, establish the operation system of retail stores.

It includes the responsibilities of the retail shop staff, the daily shop management system, and the formulation of the four standard standards of store, service, merchandise and personnel in the retail store.

Customer relationship: the relationship between a company and its consumers.

Value allocation: mainly refers to the allocation of resources and activities.

For example, by establishing the system operation system of brand headquarters, branch offices and retail stores, we can ensure the normal and efficient operation of the brand.

Core competence: the ability and qualification of a company to execute its business model.

For the brand operation of women's shoes, we must establish a set of executable, replicable and operable standardization system, and all work is carried out around a core.

Brand headquarters operates in accordance with the development plan to set up a reasonable team, separate production and marketing, financial independence, establish brand operation center, set up planning, commodity, market, retail, logistics, administration, finance and other departments, formulate post responsibility, operation system, work standard, process and other operation methods and means.

Partner network: a cooperative relationship network formed between the company and other companies in order to effectively provide value and realize its commercialization.

Cost structure: the input form of the tools and methods used.

Revenue model: the way companies create wealth through various income streams.