How To Grasp The "Thin" Marketing Of Footwear Companies In 2012

"Fast or steady, this is a question worth pondering." Throughout the Spring Festival, Zhejiang India bird footwear industry Huang Gaowu, chairman of the limited company, has been thinking about this hamlet problem.

In 2011, China's footwear industry was surging, with ups and downs. Precisely in the turbulent times of the footwear industry, the Indian heart bird has developed remarkably and has been hailed as a dark horse in Wenzhou's footwear industry. However, after crossing the "Longmen", Huang Gaowu chose the development of "steady progress". A few days ago, in the "printed bird bird 2012 summer new product supplement order meeting", Huang Gaowu passed the "steady" information to the agents and distributors.

In fact, in 2012, many shoe enterprises chose the same way as "Yin Xin bird" to strive for stability, and strive to successfully pass the 2012, accumulating strength and waiting for the opportunity to fly up to the sky. According to Chinese footwear industry brand Observer Tan Ru investigated, in order to "stabilize". Wenzhou Most shoe companies have changed the marketing strategy of "speeding up" and opening more stores. Their marketing shows three trends.

　　 Trend 1: "micro" Marketing

In 2012, consumers who entered the fast food age seemed to have a liking for "micro" things.

In the 2011 Chinese character selection, "micro" was dominated by 400 thousand votes. The rise of micro-blog, WeChat, micro film and micro public welfare proclaimed the arrival of the "micro era", and the concept of "micro" marketing came into being. "Micro" marketing is mainly based on "self media" as a marketing platform. It updates the "self media" to disseminate information on enterprises, brands and products to users, sets up a good corporate image and product image, and develops its own loyal consumer groups, so as to achieve the purpose of marketing. Just like micro-blog has occupied the commanding heights of the market, and the wolf has seen the "micro" knowledge and the accumulation of "Bo", these shoe enterprises' "micro" marketing has made the shoe industry enter the realm of "micro power, wide world". It is reported that in 2012, Yin Xin bird company plans to shoot a "micro" movie about the legend of the Indian heart bird, which will spread on the Internet.

　　 Trend two: "thin" marketing

In 2011, many shoe companies went on to speed up their efforts. In order to achieve the goal of setting up marketing targets years ago, they set up a marketing policy with multiple awards and multiple incentives. As a result, the profit rate of self operated shops opened by many shoe enterprises was not high, and many shops became hot potatoes. At the same time, some shoe dealers and agents have increased their orders in pursuit of rewards. On the face of it, sales of shoes enterprises have increased significantly, but most of the shoes are not worn at the foot of consumers, but rather in the middle channel. Therefore, many shoe enterprises inventory increases, stamina is insufficient. Therefore, the realization of product inventory "thin" and the profits of the stores became the top priority of shoe marketing in 2012.

In order to achieve "zero inventory", "throw away fat meat, light up the battle array" and realize the overall promotion of marketing profits, we must carry out the "thin body" marketing. Huang Gaowu told Tan Ru, in 2012, the Indian bird will sort out the existing marketing channels so as to make it healthier and develop a self run shoe store when the profit is grasped. {page_break}

　 Trend three: "online shopping" marketing

Huang Gaowu, chairman of Yin Xin bird company, said at the 2011 marketing meeting of Yin Xin bird, "in 2012, Yin Xin bird will build a more healthy marketing network, including building a healthy online shop."

There is no doubt that in 2011 inflation, prices rose, store rental costs and labor costs increased, making the traditional sales channels and marketing models of shoes industry hit the ceiling, while the online shopping market was in the explosive growth stage, and developing e-commerce would become a more sensible choice for more traditional shoe companies. Whether or not to do e-commerce is no longer a problem. The key is how to choose the form of e-business. At present, the shoe enterprises, including the Indian bird, have already launched e-commerce business.

As a matter of fact, the traditional footwear enterprises that carried out e-commerce before 2012 are not uncommon. But almost all of them are crossing the river by feeling the stones, holding the attitude of trying to see it, taking e-commerce as a marketing channel which is based on traditional sales, and invest very cautiously. Some shoe companies do not have too much energy to analyze and study electronic commerce. They only engage in online shop, recruit several customer service, then buy goods, sell goods and deliver goods.

In 2012, many shoe enterprises began to increase investment in online store marketing. Taking e-commerce as one of the most important platforms for marketing, it will promote the overall level of B2C ("business to customer", that is, direct sales of products and services directly to consumers). According to their own situation and market situation, many shoe enterprises constantly make strategic adjustments, constantly learn the successful ways of their peers, and establish professional teams of e-commerce in enterprises, trying to improve the operation ability of enterprises' e-commerce.

From department stores to retail wholesale, from franchised stores to integrated stores, from the marketing of "authorized operation, first level agency, multi-level distribution" to "micro marketing" and "online shopping", the marketing format of China's footwear industry is changing with the development of history, and every era has the trend of every generation.

"Sun Tzu's art of war": "seek for momentum, not blame people."

Tan Ru, a footwear brand observer in China, believes that in 2012, China's economy was "moving steadily forward" for the general trend. China's shoe enterprises must go smoothly in the process of "seeking stability". As long as they grasp the above three marketing trends, they will surely lead to a brilliant tomorrow.