Double Star Small Slippers Rush Into Big Market

In the double star group, there is a slippers department. It has not relied on group investment for six years. Instead, it relies on self rolling to play the advantage of double star brand. It has developed surprisingly rapidly, making the small star slippers go out of the big market, not only in the double star chain network, but also in some large supermarkets, and small commodities have set off a great wave in the market.

There are not many people in the double star slippers department. There are only a dozen people. They are busy in front of the computer. There are all kinds of bright and beautiful slippers on the shelves around the office, and there is a bright banner on the front wall of the "Double Star Group's advanced management unit".

Two star such a large group, but began to call the "small market", "slippage market" - the slipper Market, but made small products such as slippers into a small star industry.

At the historic moment, the "slipper edge" came into being in 2000, while the two stars gradually completed the restructuring of the chain network, and began to increase the pace of the construction of the image shop. Large image shops sprang up like mushrooms, which required more powerful support from the two star products.

Slippers are the missing parts of double stars. With the development of society, people's living standards are constantly improving, and demand for slippers is increasing.

So, the two stars seized business opportunities and entered the "market gap" with the opportunity. In 2002, a small slipper Department came into being.

At the beginning, under the condition of few staff and lack of funds, the double star slippers department took advantage of the "double star" brand advantage, made use of the value and popularity of famous brands, took the brand operation route, found some reputable factories to place orders, and played the advantage of marketing networks with double stars.

Wang Hai, President of the double star group, the "win market" style group, puts forward: "factories can not only pursue quantity but not guarantee profits". "Only by doing special work, can they be bigger and stronger". Under the condition of rising prices of raw materials and rising production costs, the double star slippers are not afraid of difficulties and actively enter the high-end market, instead of blindly pursuing quantity. Instead, they concentrate their efforts on mastering market front-line information, studying raw materials, technology and styles, and focusing on building brand products.

At the same time, subdividing products and markets, from material, formula, technology, product structure to packaging are checked at all levels, continuously improving product quality, and boldly using some imported raw materials which other brands dare not use or dare not to use in large quantities, increasing the added value of products, improving product quality and meeting the needs of high-end consumers.

At present, the varieties of double star slippers have been developed from original simplification to serialization and diversification. They are no longer limited to the traditional single dragging and cotton towing, but the extension and innovation of products. For example, crystal shoes, garden shoes, warm shoes and so on are all innovative features with both Chinese cultural connotation and lovely cartoon shape, which not only enriches varieties but also sets up a unique brand image of double stars.

With the fashion matching slippers, outdoor leisure slippers, home slippers, sexy slippers and so on, a variety of series of double star slippers fist products, improve the added value of products, but also increase the gross profit of chain stores, agents willing to sell double star slippers, achieve a win-win win and win.

Sales of slippers increased by 20% in 2007 compared with the same period last year.

Marketing launched the strategy of "full strategy". "Only the business leader is lifted up and the dragon tail can be put up." on the basis of developing some products suitable for high consumption groups, the double star slippers department takes the initiative to investigate the market, strengthen communication with agents, offer preferential policies to agents who dare to image and take the initiative to place orders in large stores and flagship stores, especially those of high-end products, and fully mobilize the enthusiasm of agents. In 2007, sales of high-end products in double star slippers increased by nearly 60% compared with 2006.

To do a good job in advertising, double star slippers are still working on the naming and publicity of slippers products. They no longer follow the traditional way of naming the leisure dragging and leisure cotton towing, but according to their appearance, functions and properties.

For example, "crystal shoes, beach shoes, garden shoes, warm shoes" and so on, have brought a kind of cordial, bright and fashionable feeling to consumers. Through the donation to Qingdao Charity Federation, Qingdao workers and materials Mutual Aid Center, publicity and painting promotion and other forms, it has not only enhanced the understanding of the social responsibility of the two star brands, but also made the products recognized by the market and won a good reputation.

While making good use of the double star marketing network, the double star slippers department also aimed at the supermarket.

Supermarket, as one of the most advanced modes of modern management, is an excellent business position for slippers marketing.

In 2007, the Department of double star slippers overcame difficulties and went to some large supermarkets in Qingdao. It built a brand of double stars in the brand supermarket stands.

Nowadays, the "double star" slippers with fine workmanship, beautiful appearance and novel style have become the brand products that are called in some parts of China.

Talking about how to continue to deal with the unfavorable factors in 2008 and realize the further development of the small slippers, the head of the slippers department is confident that at present, we are actively involved in some areas of agency communication, negotiating and working together to operate large supermarkets, and constantly improving the visibility and impact of "double star slippers".

According to the analysis, the advantage of the double star group lies in its ability to apply counter thinking to occupy the so-called "small market", and the high value-added of small commodities has overcome all kinds of unfavorable factors, and has increased the market coverage and market share for the double star brand.

This is precisely the small slippers against big storms, small slippers break out of the "big market".