Spider King'S Regional Strategy: Something To Do, Something To Do.

 　　來自外地的鞋類品牌“蜘蛛王”山東代理商，用短短10年時間，從一個小小的夫妻店發(fā)展到如今辦公面積1600平方米、倉儲面積2400平方米、直營店20多家、加盟店230多家、年銷售額近2億元的龐大規(guī)模。

Standing behind these achievements is Lin Yongjing, the general agent of Shandong, who is not tall and unstaggering.

Regional strategy: something to do, something to do.

"To avoid the rival's edge, temporarily abandon the rich and developed cities, and take the road of rural encircling the city."

Shandong branch, a newly arrived "spider king", is only responsible for some parts of Shandong province.

For the "spider king", the reason is very simple: care about the price is the most basic consumer psychology of consumers. In the case of large scale advertising in the Shandong market, it is not easy for the "spider king" who is not well-known enough to choose the high end road, with cheap products, and go to the low and middle price market to fight and develop, becoming the two choice of the couple.

The next regional market choice also let Lin Yongjing husband and wife take a lot of thought: at that time, Shandong province was facing the middle and low end market, the larger scale.

Over the next few years, the market layout of "spider king" in Shandong rapidly expanded, and opened direct stores in Dezhou, Binzhou, Liaocheng, Zibo, Tai'an and other cities, or developed franchisees, or set up counters in large local businesses. In 2007, Linyi and Heze markets merged to Lin Yongjing, and initially completed the "unification" of "spider king" in Shandong target market.

Franchisee management is like Taijiquan.

"After joining the franchisee, they will minimize their investment risk and make every effort to make the franchisee earn money, which is the prerequisite for the cooperation between the two sides."

In addition to cooperation with large shopping malls and supermarkets, the most basic mode of "spider king" expansion is the exclusive franchise.

{page_break}

To this end, Lin Yong Jing and his team summed up 3 types of franchisees and put forward the corresponding solutions one by one.

The first type: thinking, thinking and training.

The second category: have ideas, no ideas, efforts to help him;

The third category: no ideas, no ideas, and resolutely removed.

Lin Yongjing often compares the development of franchisees with looking for venture capital: although they all take investors' money in form, they do not have strong professional think tanks like venture capitalists.

When franchisees invest in us, we need more help in management, management and sales policies to minimize their investment risks and make every effort to make franchisees earn money.

This requires the "spider king" team to hold a responsible attitude towards franchisees, and establish a prevention and control mechanism from the day they enter the threshold.

Lin Yongjing has been trying to improve the survival rate of the "spider king" franchisee since he took charge of the "king of spiders" in Shandong market, so as not to let the franchisee fail, so as to avoid a negative chain reaction.

At the same time, Lin Yong Jing and his team are meticulously involved in the construction of lower agent sales terminals.

In the formulation of marketing strategy, he asked the district manager to develop a targeted product promotion strategy based on fully understanding the composition, consumption level, market condition and channel status of the area, and promptly communicated with all agents at the city, county and township levels to check the statistics and ensure the timeliness and accuracy of the market information.

In the process of marketing, we should strive to integrate all the links related to the market and integrate all the beneficial factors that can be utilized into the operation of the market, and form a combination of regional marketing, which will greatly enhance the competitiveness and profitability of franchisees.

At the same time, Lin Yong Jing is also very clear that the provincial agents and franchisees are linked by common interests. On the basis of defining their respective rights and obligations, a proper balance mechanism is needed to maintain the relationship between the two parties and make them develop healthier.

Lin Yong Jing image is called "fight Taijiquan".

Choice of formats: survival of the fittest

"Take one step and unite us.

Lin Yongjing, who is familiar with Chinese traditional commerce, has a unique understanding of Shandong's development strategy.

He believes that after Chinese business entered the brand era, the wholesale market dominated by the sale of large staple goods simply could not satisfy the requirements of the "spider king" for the commercial format.

So, although his company once lived in the business circle of Ji Luo Road, but after the force grew, he also found a spacious and dignified office as the headquarters of the "spider king" Shandong branch.

He purposely walks along a special way of thinking about China's shoes and clothing market.

According to its observation, Shandong consumers used to sell shoes city, shopping malls, shoes city and business super counters almost 60% of the market share.

But because shoe city sells many brands at the same time, and tends to do so.

As of 2008, the "spider king" has completed the rectification of Shandong shoe city, withdrew from some of the shoe cities and shopping malls that failed to meet the standards, and added more than 20 new counters and specialized offices.

In the county-level cities of the "spider king" power, Lin Yong Jing urged franchisees to open their own stores.

In some

In order to set up the brand image of "spider king" enterprise, Lin Yong Jing began to extend his business tentacles to the high-end mall and seek to set up a brand counter.

In this way, Lin Yong Jing, with his skillful commercial skills and profound details, has made the "spider king" in Shandong market realize the pattern of professional shoe city, franchised store, direct store and large brand mall, which has laid a solid foundation for the further development of the "spider king".