How Far Can Shoe Store Marketing Strategy Go?

In recent years, domestic enterprises compete with the "Red Sea area" market as an important strategy for brand breakthrough. With the increasingly fierce competition in the industry, many enterprises in order to better ensure the market position of their products, through imitation and follow-up, various forms of shoe industry are born according to the situation, especially the dress up of exclusive stores, which makes a gorgeous landscape in the retail format. the following takes the shoe industry as a case study to discuss how the exclusive stores operate in the new market situation. ??? As a brand shoe maker knows, without a terminal, there will be no market, no sales source, and there is no way to talk about product profits. Owning a market is more important than owning a market. If we say that ten years ago, Qian Jinbo, a leading figure in the shoe industry, founded red dragonfly, which made red dragonfly develop rapidly, it is because of taking the "early bus of brand". In recent years, the difficult development of some small and medium-sized shoe enterprises is Take the last bus. In particular, some small and medium-sized shoe enterprises still mainly imitate the marketing tactics of some industries, such as product similarity, crowd tactics, low-cost competition, promotion struggle, popular endorsement, and edge of international brands OEM will close down or even turn to OEM at the end of the day. ??? Where is the "Blue Ocean tactic" of terminal operation? How to make the "wedding dress" manufacturer of the terminal? Is it self-supporting terminal, exclusive store, shoe store, or shopping mall, online shopping, and telephone marketing? The greatest thing in the world is the mother. The happiest moment for a mother is the moment when she becomes a bride. For example, when comparing the exclusive shop to the bride, the enterprise is All we have done is to make the bride more beautiful and moving, take the essence and go our own way, so that the monopoly business with a very thick corporate personality will become a new culture in this century, bloom flowers and bear fruits. The first is that we should not focus on the operation of the "exclusive shop" and the "exclusive shop", but we should not focus on the operation of the "exclusive shop" and the "local shop", In order to have "content", we must learn some advantages of the "husband and wife shop", that is, there is no guide provision of a, B, C and D in the husband and wife shop. The key to their success is to learn while doing, to take root in localization, and to adapt flexibly. In addition, some local terminals, such as husband and wife shops, send locally recruited shopping guides and store managers to the headquarters for intensive training from time to time The mode has played a good role in promoting the operation of stores. in the bustling business district of the city, there are many kinds of shops everywhere. In addition to the large supermarkets and shopping malls, you can see that the husband and wife shop, sister shop, brother shop and father son shop account for more than 90% of China's shoe industry terminal. In the past, the "monopoly shop" has turned into a "consumer oriented" consumer group, which has become a "mystery" in the past. For this reason, it can be said that some franchised stores will try their best to solve the problem. The monopoly of enterprises is mainly carried out nationwide under the premise of unified image and standard. This requires that the monopoly enterprises must have considerable preparation and foundation, including store image design, product positioning, price positioning, store management regulations, service standards, print advertising, logistics control and so on. according to the author's understanding, most of the enterprises that do business in stores almost have not formulated their own terminal service management manual according to their own factors and conditions. Blindly plagiarize and vividly move other people's things to change their names. Once printed, it becomes "XX company terminal service management manual". There is nothing wrong with learning from other people's successful experience. However, if an enterprise can't give full play to its own characteristics and advantages, mechanically copy and homogenize products, it can be said that it has lost the meaning of "monopoly". The cultivation of talents, the use of talents, and the ability of self-development of talents are also vulgar. It can be said that there is no monopoly The real content of. second, the second key: like the shoe stores in Wenzhou Wuma street and Renmin Road Business District, they should display their services and responsibilities with good service and image, good speed and mentality. Unfortunately, they are only a sample. If they can develop vertically and horizontally across the country, it will be a vigorous terminal revolution of shoe enterprises! At present, no one in China can do it! They can't do it. From a point of view, Chinese shoe enterprises must innovate. Innovation is a kind of service and the most critical factor for shoe enterprises to become bigger and stronger. the exclusive store is a mirror that the enterprise makes for itself. It shows the internal culture of the enterprise to the society. This mirror must always be kept clean and bright, and can not leave any stain to cause visual deviation to customers. "Specialty" should closely link the positioning of products with the affordability and acceptability of consumers, including the style, quality, personality, price of products and the age and occupation factors of consumers; "Selling" tries its best to meet the customers' requirements for products. It quickly synthesizes the expressions, actions and language details of every customer entering the store into a picture of the shopping mall. It serves as an adviser to the customers first, and then acts as the host; The layout design of the "store" must combine with the enterprise brand culture, highlight the personality, and let the customers have an immersive feeling of your trademark, which includes aesthetics, optics, architectural art, display knowledge, flat / surface design, decorative art, cultural art, etc. to create the atmosphere of the store. This is also a kind of visual marketing, the service of the Red Dragonfly brand of the industry's predecessors In addition, the Red Dragonfly's current exclusive exhibition image and window format logo image have produced an unparalleled competitiveness visually, which makes people have personality and vitality. However, most shoe companies follow suit in terms of visual display and other images. If they do not pay close attention to the logo, they will misunderstand it as a well-known brand. This shows that some shoe enterprises in Wenzhou still like to follow the formal things and often ignore the content. The consequences can be imagined. In fact, service is an important part of the monopoly operation. Service is another function of enterprise. At present, our service is under the restriction of a responsibility to complete their own work. The interest relations among shop assistants, shop owners and companies often make our staff forget the "brand" and "consumers"; it is this kind of forgetting in the interest contradiction that the penetration of the original brand culture consciousness will be weakened or distorted. it is important to adhere to the fortress, and it is natural for the traveler to do his / her due diligence. If we all take our own interests as the starting point, customers will gradually feel cheated. For this reason, enterprises should not only bear the responsibility for their own survival, but also shoulder a kind of social responsibility. Just as the slogan of Nongfu spring says, "drink a bottle of Nongfu spring, you will donate a cent to the children in poor areas". A penny is so small, and the value accumulated by this Penny gives the society a long-term hope and harvest. This kind of social marketing service is far more impressive than the color of commercial marketing in the promotion war. To meet the needs of our customers, we should not only reflect on the concept of products and products, but also quickly transform them into products and services The needs of people. It is a complex project for yinglu, which is just born and nurtured by the market. especially in the shoe industry where brand wars are bloodless and products are homogenized, the conflict between technological innovation and traditional crafts will eventually be differentiated in the culture of social progress. China's third generation, fourth generation and the fifth generation, which is about to mature, are no longer unified by one country. The era of world-wide material life has entered the country and has been integrated into our real life. It is not only the end but also the form of shoe industry. Shoe enterprises rely on imitation and shopping guide provisions, is not a good end of the wedding dress, self-supporting terminals, exclusive stores, shoe city counters, shopping malls (cabinets), online shopping, telephone marketing..... Their "wedding dress" is one of the most appropriate services, with the promotion of the market, all marketing means are ultimately innovative or play a role for the service. In short, the key to success lies in the large and medium-sized enterprises, regardless of the size of the big enterprises, the key to success lies in the service of large and medium-sized enterprises. How long can the monopoly of Chinese shoe enterprises expand? franchising has strong management requirements from the identification and confirmation of franchise partners, to market research, store location, decoration, loading, product display, to shopping guide training, sales promotion, after-sales service, market supervision of the headquarters, etc., all of which have strong management requirements. Successful shoe enterprises treat this problem very rationally. However, some small and medium-sized shoe enterprises have hardly developed their own terminal service management manual according to their own factors and conditions. blindly plagiarize and vividly move other people's things to change their names. Once printed, it becomes "XX company's terminal service management manual". To cope with the ever-changing market competition with the provisions and standards of a, B, C and D, it can be said that monopoly does not lose money, and profits are difficult to maintain capital. At present, the most important thing for store managers to work is to study and train talents on the spot. Therefore, in the actual operation process, it is unfamiliar and clumsy to grasp etiquette, store knowledge, commodity display, window publicity, product knowledge, and customer psychology. Moreover, the personnel training of a monopoly store needs several stages of training to improve the quality of shopping guide and truly meet the customer service. To cultivate high-quality monopoly talents, we should start with the positioning of their own products and brands, and then innovate continuously according to the market service function. The most important thing is how to make the store talents play and obtain their own value with the store as the home and the store as the platform. In fact, many of China's husband and wife shops, brother and sister shops, father and son shops can be successful, and none of them has received professional knowledge training. Why can many of them grow evergreen? This highlights a topic centered on "I". Enterprises do monopoly, the investment in the quality of talent is the key, but the emotional investment in talent is also very important. At present, many of our store staff, can be said to eat a bowl of youth rice, the short-term workplace, to the enterprise is not only the vacancy of talent, more importantly, take away the experience, lost the source of customers, which is why the monopoly shop and husband and wife shop is one of the big differences in the pursuit of success. Therefore, when enterprises do a good job in talent investment, they should also do a good job in the investment of talent industry, tie talents tightly to the same coach with enterprises, and grasp the yardstick of accountability and decentralization, so as to keep talents full of vitality. in addition, the marketing strategy of enterprises is also very important. Successful small and medium-sized shoe enterprises claim that the number of terminals in the country is as high as 2000 ~ 3000. According to the principle of eight to two, the enterprise efficiency comes from the profit generated by 80% of the 3000 terminals; For small shoe enterprises, the principle of eight to two is invalid here. The number of terminals of small shoe enterprises in China is about 500 ~ 1000, but the biggest revenue of terminals does not come from exclusive stores, which are only in the form of tree image to make a sample list. The number of exclusive stores of small shoe enterprises is not large, which accounts for 20% of the total number of terminals at most