2008 Shoe Industry Terminal War: Establish A City Leading Edge

Personalized, differentiated consumption routes are being favored by young fashion consumers, and footwear industry is developing in diversified directions such as online shopping and personalized stores.

In recent years, for the shoe brand, the store is the best place for consumers to pursue fashion shopping. The shopping center of city center commercial street, pedestrian street, town street and so on is the preferred place to sell a pair of beloved shoes.

Wenzhou shoe enterprise tree card is an unavoidable topic. Wenzhou develops well, and the most successful tree brand is the fastest growing industry, such as AOKANG, red dragonfly, elk, Kangnai, spider king and so on. They are fighting for channels, keeping fish in water, and constantly using human property and preferential sales policies to support franchisees. And through the expansion of self run stores, I have been careful about the word "store", "shop = Guang + account", and "Guang" is the scale effect of terminal network formed by market expansion. Over the past few years, regional channel disputes still exist.

We only care about the enterprises that make products, but there is no way to be strong and big.

Because the boundary between brand and product is obvious, consumers can ignore the source of your product, but you must know what brand your product is selling, which city is sold and which district it sells.

Brand opportunities bring challenges to Wenzhou shoes. For example, Ningbo people are very resistant to Wenzhou products. Ningbo shoes Market attacks, Wenzhou shoes are very difficult, need process training and accumulation, products can be completed in a few days on the production line, but brands need years or even more years of cultivation on the market line. Therefore, the importance of brand is an unavoidable process for the upgrading of Wenzhou shoes. Only when brands are famous, can someone promote your beer, you will have reputation, brand is the power of value, and those who win first will win first.

The brand's value output must be realized through effective formats. The store is the most modern and fastest place to attract consumers' eyes, and the success of a franchised store must have a leading edge in a city.

Especially for strong brands, the rationality of the regional format structure is very important, so as to achieve the ideal effect of "self (shop) interaction", "horizontal interworking", vertical harmony, "blending inside and outside", "borrowing from each other" and "up and down radiation".

Network development and rectification, from scratch, single rise double, double rise, a layer of multi-storey, seeking more quality, changing and strong, the formation of market size, diversity of methods, not to mention.

Strong shoe companies can also increase the development and management of self run stores to show the strength and status of different brands. In the prosperous urban areas, they occupy the main business circle, do not give up valuable secondary business circles, see through the popularity advantages of shoe selling lots and specific locations, strive for the size and quantity of shops, but also compare with the quality of store operation, and use the huge "big squeeze" and "multi pressure and less" to deal with the vulnerable "big fight".

Specifically, there are some well-known brands in China, which are generally larger cities, "one city and many stores", and smaller cities "good streets and big shops", so as to establish a city's leading edge.

The success of Wenzhou shoes market is the success of monopolization first. Wenzhou does not have many shopping centers, because Wenzhou brand shoes like to set up stores in the city. Therefore, sometimes the contents and patterns of promotions can be seen that the added value or management ability of a brand can often be seen as a brand gap.

In many AOKANG and red dragonfly stores, promotional activities are basically not discounted, usually gifts or special sale.

Not long ago, I went to the front line, and some sales promotions of brand promotion shops were quite disadvantageous. It can be seen that bad stocks are too many, or poor management. The upstream management is chaotic, making the shops thin and weak.

The same store, different management path, different store atmosphere, the contribution of a single store is totally different.

If you have a shop that is full of momentum, the goods are complete and the management is in place, consumers will recognize your brand.

Finally, the market needs to be changed according to the needs of consumers. On the basis of this, brand shoe enterprises should establish barriers, consolidate their popularity, consolidate customer loyalty, and force them into non competitive sub business circles or no influence side, so as to make the development trend of the whole industry go on the true track of brand operation.