Wenzhou Women'S Shoes Market Competition Break Six Steps

A lot of Wenzhou shoe companies originally producing men's shoes have been increasing the proportion of women's shoes in recent years.

Wenzhou women leather shoes as a rising star, the growth rate is amazing, but in Guangdong and other women's shoes brand, the branding process is very difficult.

How can women's shoes break in Wenzhou?

In terms of women's shoes market, Guangzhou's brand and some international brands occupy China's high-end market.

Among them, BELLE has almost 2/3 of the channel share, and according to relevant statistics, in the high-end consumer sector, 71% of consumers like to go shopping.

Therefore, it is difficult for new players in the high-end market to integrate, let alone competitive advantage.

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 women's shoes, at the beginning of building their own business models, it needs to be clear: who will sell your products to you? 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?

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.

The third step is to integrate the best quality resources and build the core advantages.

Marketing is about integration.

In the era of scarcity of resources, whoever wins a strong retail channel, professional talents and high-quality commodity resources will win the competition.

Because today's market is an era of robbing stores, robbing people and grabbing resources.

Those who do not seek the world are not enough to seek for a time.

We should not just look at shoes and shoes, but look at the future and the overall situation, and see the pattern and development trend of the industry.

You can't always keep your own three acres of land - the upstream and downstream cooperation networks are limited to Wenzhou, and are not willing to dilute the share rights, unwilling to cooperate with others, block information, and still use traditional tools and concepts.

We should "go out and bring in". We should learn some successful international cross trade brand methods, integrate the best commodities, the best channels and the strongest marketing strategies for ourselves.

Only by combining strength and strength can we get twice the result with half the effort.

The fourth step: building high-quality channels

The topic of "channel first or brand first?" has aroused heated debate in the shoe industry. The results of discussions in the industry have led the channel to gain the upper hand.

Nowadays, branding is becoming the mainstream. People in the industry generally believe that to make brands and channels grow together, they are complementary and indivisible, and the quality of channels directly determines the fate of the brand.

Because channel is a powerful platform for gathering popularity, setting up enterprise and product image and enhancing brand awareness. At the same time, it can make products form fast sales and dynamic sales.

So, what kind of channel is a high quality channel?

Under normal circumstances, a good channel can meet the following three prerequisites: first, to meet the needs of product marketing while matching the existing resources of enterprises; two, to ensure the sustained development of the market while meeting the fast selling of products, and three, to retain market controllability while meeting the stability of the channel.

In contrast, we will find that the number of women's shoes brands in Wenzhou can achieve these three points.

Therefore, shoes enterprises can build channels according to the actual situation of their company and the resources that can be integrated. They may not have to open stores, counters, special offices, integrated stores, individual shops, fashion living houses and so on. They can also try, and there are many choices of channel operation mode, such as joint operation, self run and single store franchise.

In addition, through the design of business models and the rational layout of the market, we will create a retail brand and achieve rapid and standardized replication.

Then upstream control suppliers, intermediate control channels, downstream consumer control, and ultimately the formation of brand power, is a powerful channel strategy.

If BELLE takes advantage of its multiple brands to seize the mainstream channels of shopping malls, it will have a certain initiative in terms of the right of discourse, the purchasing power of consumers and the bargaining power of suppliers.

The fifth step: create excellent commodity strength.

Wenzhou women shoes want to really make the brand bigger and stronger, it is not enough to rely solely on production and marketing, but also need to establish an independent operation Department of commodity design and development, and gradually eliminate the phenomenon of "only imitation, no originality", "development for development" and "close doors"; and establish channels of information, integrate European and American fashion, let products and design concepts keep pace with the market and trend; set up fashion buyers, integrate commodity resources, formulate commodity promotion plans, set up brand new images, disseminate fashion concepts, make design thin, specialized and refined, and make the market stronger and bigger.

Fully embodies the power of design, and ultimately form a unique design style and competitive advantage.

The sixth step: leveraging the capital market.

The power of capital is strong. It is the ultimate goal of retail. The profit margins of shoe companies will expand with the listing of enterprises.

At this point, BELLE is the best example. The author thinks that all Wenzhou women's shoes must enter the capital market if they want to be strong. The sooner the better.

If you stick to tradition and do not want to capitalization, you can only be abandoned by the times and the market. Because when international and domestic capital enters Wenzhou market, acquisition and merger will become a norm. The trend of domestic shoe market share and wealth concentration will be more obvious. The stronger the stronger, the weaker the weaker.

On the contrary, if you seize the opportunity, you can not only get a lot of financing, but also win a bigger stage of development.

The structural adjustment and mode optimization of Wenzhou women's shoes is imperative. In Wenzhou, women's shoes will usher in a new spring after relying on weather, geography, human resources and breaking the board.

About the author:

Zhou Jiandong, a famous shoe brand marketing management real war expert, brand investment and ordering Association gold medal lecturer, is currently the chief consultant of brand management consulting agency.

Specializes in retail monopoly management and Brand Company system operation, proficient in human resources, suppliers, retailers, distributors resource integration and supply, has provided many shoe brand business consulting and training, and has served as a columnist for many media.

"The power of the system - the road to the success of brand retail sales by agency wholesale", "the power of the system - how the brand implements the operation of the headquarters", "winning in terminal - the profit model of the store ten" and "the eight trilogy of the profit model of the shoe industry".

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