"Dislocation + Thin" Shoe Enterprises Broaden The Channels Of Listing

This is the age of the wave of cloud and wave in the shoe market, which is the age of RMB appreciation, rising raw material prices and huge increase in labor costs. In this era, the Matthew effect of strong Yu Qiang and weaker weaker has been concentrated. BELLE, Anta, Daphne, etc. brand Glittering and shining, moving forward to the front line brand camp; the two or three line shoe brand is struggling in the cycle of continually opening stores and stores; the unbranded shoe enterprises choose the foundry or the boss to run away. In this era, the strength of the brand has been so clear and clear. When the dust settled in 2011, China in 2012. footwear industry Where will the brand go?

Footwear industry brand observer Tan Ru asserted: in 2012, it must be the year of the surging brand of footwear industry. In the melodies of price increases, mergers and acquisitions and integration, the footwear brand will go smoothly and go in the following three directions:

Direction 1: realizing the strategic layout of "point to point + vertical integration"

Generally speaking, the brand of China's footwear industry is a regional shoe brand, which is located in its own base. In order to achieve the great dream of brand expansion, the market must break through the regional restrictions and extend to the whole country. Therefore, in 2012, the shoe industry brand of China must implement the shoe industry strategy of "point by point, vertical integration" to complete the strategic layout of the national market.

First, from point to area. Because of the serious homogenization, lack of characteristics and low price competition among Chinese footwear brands, the shoe industry has been following the trend without having enough time to rebuild brand value. If the shoe industry wants to stand out in many brands, it must have its own flagship product, the main brand, and the brand that distinguishes itself from others, so as to drive the development of other brands under the shoes enterprises. At the same time, we must establish a base market, stand on the heels, point to the surface, and radiate all around. We can say that around 2012 market The development of the two or three line shoe brand is the biggest driving force for sales growth.

Two, vertical integration. In 2011, price increases, recruitment difficulties, electricity shortage, and capital chain suddenly tightened. China's shoe enterprises have narrowed their living space. Only more than 200 lead-acid battery enterprises in Zhejiang province were shut down because of pollution, and 74 enterprises' backward production capacity must be eliminated. There are many stories of "running on the road", jumping off buildings and closing down. The reason is that they invest too much in real estate or engage in huge private usury, blindly diversify and abandon the main business. If shoe industry brand wants to break through from the low end of the industrial chain, it must be vertically integrated and work hard in the upstream and downstream scientific control, brand building, R & D design, transformation and upgrading, so that it can get "the right to speak" in the fierce market competition.

Direction two: set up a distinct brand banner.

What is the soul of a brand? How to make consumers see a shoe brand will go for it? This is precisely the key issue that footwear enterprises need to consider in 2012. After the "price reduction campaign", "advertising campaign", "packaging war" and "promotional war", the marketing of shoe brands can only occupy the brand commanding heights only by haunting the brand soul and building the cultural connotation of the brand.

Anta's "never stop!", CONVERSE "is not playing," BELLE's "hundred changes, so beautiful", "Yin Xin bird" "new fashion and new women" these bright brand flags have given us a lot of inspiration.

Tan Ru believes that there are two key points for footwear enterprises to establish brand flags in 2012, namely, the core value refining of shoes brand and the dissemination of core values. 1, the refinement of core values is the excavation of cultural appeals. 2, the dissemination of core values. After refining the core value, shoemaking enterprises will disseminated it through appropriate channels and channels.

How can the value of brand shoes of two or three line shoes be reflected? First of all, we should define the brand core value proposition of the shoe brand, and lead the development direction of all brands under the unified core value proposition. The second is to require the core strategic brand to play the role of "wolf" in its exclusive field, and to lead other members to cooperate and grow together. Finally, despite the operation of sub brands and sub items, we avoided the situation of decentralization of resources and fighting for themselves.

Direction three: dislocation competition + slimming competition

In the era of intense high cost, the Chinese shoe industry will never have a positive confrontation with the strong brands in the same narrow competition area.

2011, the phenomenon of Chinese shoe brands' follow suit is still spreading. You copied me and I imitated you, resulting in serious homogenization of shoes. Plagiarism has become a habit. It has been copied into the art of stealing and stealing. It has been regarded as a "silly hat" to invest a lot of money and energy to develop innovative shoes. The patent products that are hard to develop have been unscrupulously grabbed by some unearned enterprises, and then they have been "grafting" on their products for profiteering. Therefore, some shoe companies are too lazy to invest in funds for scientific research. While frantically catching up with the trend and intoxicated, the lack of independent thinking of Chinese shoe brands is losing their personalised faces. When all shoe brands share a set of thinking patterns, we can only get into a crowded and narrow shoe culture or market, bumping against each other, squeezing each other, and then slowly shrinking and collapsing. In 2011, a lot of shoe companies propagated a large number of sub brands. The sub brands didn't develop rapidly as imagined, but they got "tasty symptoms" and gradually erode the powerful resources of the main brand, which made a hot potato for the main brand. On the surface, some shoe brands have strong lineup. In fact, all aspects of action are hamper. They are as clumsy as gorillas and can hardly turn around in a changing market. Therefore, the "thin body" competition has become an effective strategy for the shoe industry to break through in 2012.

In 2012, Chinese shoe enterprises should abandon the operation of multi brands and concentrate their efforts on broadening the channels for enterprises to go public. At the same time, they should carefully carve and concentrate on the market, strengthen joint efforts with distributors to carry out product inventory reduction so as to achieve "zero inventory" of products, and, in addition, "throw away the fat and light up the battle array", in the face of the new market pattern, they should implement the "thin body" competitive strategy focusing on expertise.