Children'S Shoes Brand Channel Planning Is An Indispensable Medicine For A Sluggish Market.

March Quanzhou

After nearly two years of advertising,

Can such a channel strategy match the development stage of children's shoes brand, or is it just their quick success and instant benefits in pursuit of scale? Can the adult sports brand's successful monopoly system really take root in the children's market? Can the children's shoes really overcome the acclimatization of the rapid channel change? These questions are undoubtedly worth thinking about the children's shoes brand.

Choosing channels suitable for brand

On the eve of a brand order, a friend called, "our boss is going to take the business route of the mall and help me figure out a way to deal with it." obviously, it is a brand positioning the middle and low end scattered batch, but the headquarters issued instructions to take the city shopping mall and establish the brand image on the monopoly system. Who should we set it up for?

This is in the children's shoes industry magazine "China children's shoes" specially appointed.

Of course, in the past two years, in the process of brand development of children's shoes, with the increasingly clear positioning of the brand, the location of the channel seems to be increasingly clear.

"In fact, most of the brand's channel management mode still stays at the provincial level, while the agents are mostly the mentality of making money. It can not be said that planning is far from standard, plus the head office can not control, so there will be a phenomenon of brand positioning and channel inconsistency."

Ma Defeng said.

The same pair of shoes can realize the comprehensive coverage from the township market in Wenzhou to the high-end shopping malls in Beijing and Shanghai. The retail price level and the width of the channel coverage are largely controlled by the way of regional agent operation.

"The channel of children's shoes is relatively rich. Street stores, store shops, shopping malls, large business super counters, no matter which channel is the main channel, as long as the sales volume and scale benefits are considerable, in the process of promoting the upgrading of the monopoly system, we must plan the terminal mode according to the brand positioning and development stage, set the main channel, and gradually compile the extra pipeline, and we can not just look at the immediate interests, but will not accept the rectification."

ABC Brand Manager Huang Weicheng said.

"In terms of whether the channel can match the brand positioning ultimately, these companies in particular need to coordinate the interests of agents or distributors and distributors. The three parties work together to build the channel mode on the basis of strict planning and firm implementation. Because, if these two points are missing, the brand of children's shoes can't feel the pformation of the market at all."

Huang Weicheng suggested.

First make a channel and then make a channel plan.

With a clear brand positioning, a clear channel matching can be identified. It seems that the original traditional channel change should be pushed away. In fact, the pformation game between a brand dealer and a channel's vested interests and potential interests has just been staged.

So, how do we integrate brand dealers and channel providers? The 2012 channel strategy of "winning competition" in the autumn competition is worth discussing together.

It is understood that the theme of "concurrence and victory" of this season's order is based on the marketing strategy -- Co opetition strategy. The core content is based on the comprehensive combing, integration and promotion of the wing Gao people's channel in 2011, and further puts forward a compound strategy to deal with the competition among brands, regional markets and the wrestling between manufacturers.

The most attractive strategy in such a complex strategy is the path strategy that Yong Gao believes.

"Every landing will become a channel," he said. "In other words, their shoes can be placed in the comprehensive store of Guangzhou Li Yai Fang, and can also be placed in their own street shops. They can sell shoes only, and they can only sell the costumes of Yong Gao people, because the channels of children's shoes industry are diversified and complex, and the channel formats can not replace the channels, so it is better to" seize the sales position first, and then plan the channel design ".

This does not mean that the brand does not have a clear plan for the channel. Bi Xiaojun, a marketing expert, thinks that this is a mode of making channels after the first channel. In the development of the whole industry and the shuffle movement in a step by step, especially in the hovering of "sales and upgrading" of the channel, this method can make better use of the strength, first go deep into the regional market, do deep market development and brand building, assist agents to regulate and upgrade channels, and face the channel expansion and competition pressure together with agents.

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Terminal training system needs follow-up

The broad market strategy of "extensive farming and fine farming" needs strong retail terminal system support, so that the brand monopoly system can be built up under the premise of quality and quantity.

In order to start a spring shopping season, Kanding and Tutu appeared in business schools one by one, and many reflected the dawn of progress in children's shoes industry.

"When talking about market planning with agents, companies are no longer as simple as they used to be. How many stores have you helped me open, how much support I have given you, funds, materials and a bunch of support policies have emerged."

Kasiron, general manager of China Limited, especially Ding Canyang, feels that the industry is improving.

Instead, "every agent of our company, and even every franchisee of the company, together with the head office and the training teacher, will learn how to make the best use of the terminal material support provided by the company, and how to make good use of a series of supportive policies such as the conversion ratio, preferential sales promotion and so on, which is a skill support for store management output."

As a matter of fact, as early as last June, ABC launched the excellent team training program, launched an internal system optimization training course at the head office, and launched a terminal training program nationwide, which has achieved good results.

Tutu joined hands with an international business school to set up the "Tutu brand management school" to provide strong intellectual support for the vast number of distributors.

It will gather agents, dealers, shop assistants, and carry out terminal training activities at all levels, so as to enhance the terminal sales management ability.

Coincidentally, the Katy brand management business school aims at "cultivating talents", and takes "meticulous management" as a means to create a professional elite team to achieve terminal management optimization and ultimately achieve the goal of brand upgrading.

"Through a systematic and standardized training system, while training the professional quality of all sectors of the company, we will lay a solid foundation for building a highly competitive terminal team and strengthening the function of the internal organs of the enterprise, so as to expand the valuable human resources combat capability for the future terminal."

Tutu brand owner Chen Zhongshi, chairman of Europe and America dragon group, said.

In other words, enterprises must plan ahead of the human resources structure of the marketing team, set up a perfect retail management team as early as possible, develop the terminal, supervise the market and expand the regional development, so as to provide more powerful technical support for the retail terminal, and create an excellent agent team, thereby promoting the upgrading of the entire monopoly system, Bi Xiaojun suggests.

Reporter's notes

Integration of regional market for joint operation

Reporters visited several major brands of children's shoes enterprises to order, and felt that the "final victory" breath has never been so strong today.

However, can we really push the brand and sales volume to a new height?

The success of Anta, XTEP and other adult sports brand models has seen the advantages of the monopoly mode, but it can not ignore the irresistible defects of the children's shoes industry itself.

The objective fact is that children's shoes are closer to the product cycle characteristics than adult sports shoes, and the product category is highly ductile. Even when the adult sports brand has almost the same elements as period, business district, location, area, and product structure, the children's shoes brand still has small profit margins and small disk size.

All this raises a huge question mark for the channel innovation of children's shoes in the future. Copying adult sports shoes or cross industry channel versions will be a gamble. How to effectively draw on and find out suitable channels for their own development?

The company and the provincial generation joint venture, the provincial generation and the terminal business joint venture, all of them have their respective advantages and resources integration, set up a relatively independent sales organization in the dealer's location, and work together to operate the regional market.

In this way, franchisees have store resources, business experience and public relations resources, while brand manufacturers have products and management resources, and integrate the complementary mode of joint operation. They will add some chances for the current children's shoes and children's clothing enterprises to develop the terminal market.