New Marketing Strategy For Shoe Industry: Marketing Talent Abandoning "Big" And Grasping "Small"

Seeking professional professional managers to create professional marketing team is in the upward stage.

Began to frequently throw out the "olive branch" of attracting talents; "the space of ascension is narrowed, and the occupation touches" ceiling ".

This is also the common reason for the vast majority of professional managers to pform their industries.

With a keen eye and a spirit of struggle, the first generation of children's shoes manufacturers in Quanzhou have carried a piece of iron with their shoulders.

However, with the emergence of uneven brands and pressure, the family management of "big brother tube production, second brother financial management and three brothers brand" has been unable to cope with the changing market.

Looking for professional professional managers and creating professional marketing teams, children's shoes enterprises are in the ascend stage, frequently throwing out "olive branches" to attract talents, while career managers who are looking for career promotion have quickly accepted the "olive branch".

70% marketing talents come from "big shoes".

In 2007, Luo Zhengming, who was also a marketing director of Worden card, was the first to jump into the children's shoes industry from the vigorous development stage of the adult sports brand, and was responsible for the marketing of the brand ABC of children's shoes.

Luo Zhengming, who has just entered the field of children's shoes, is a little out of tune. "At that time, many children's shoes enterprises were still in an extensive mode of operation, no marketing team, no monopoly channels, and wholesale products."

However, it is such a less regulated industry that gives Luo Zhengming room to play.

After entering ABC, Luo Zhengming first copied the monopoly system of adult sports to the children's brand, and achieved success. In 2007, the monopoly outlets of ABC expanded rapidly, and sales doubled over 2006.

In 2008, after Luo Zhengming, Chen Binggao, who is now vice president of Wan Tai Sheng marketing, turned from an adult brand to a children's shoe industry, becoming an earlier group of marketing talents from "big shoes" to "small shoes".

"More intensive" job hopping "took place in 2011, and 70% to 80% of children's shoe brands began to introduce professional managers from adult brands.

Luo Zheng Ming, vice president of operations at the current pet dog, said.

According to the introduction, some of the brands that are developing faster in Quanzhou's children's shoes industry, such as ABC, Kate, gang Deng, small camel, Bumblebee, Bumblebee, and Wan Tai Sheng, are all from the adult brand, many of them come from the brand.

XTEP, 361 degrees and other sports brand.

Looking for a broader career platform

"The space for ascension is narrowed and the occupation touches the ceiling."

This is why Luo Zhengming and Chen Binggao chose to leave the adult brand.

Obviously, this is also the common reason for the vast majority of professional managers to pform their industries.

"The development of adult sports brand is relatively mature. The first and second tier brands are more willing to introduce world-class professional managers from some multinational companies, and local marketing personnel have no room for improvement in the talent environment like strong hands."

Wan Tai Sheng, chief executive officer, said.

Compared with the abundant talent reserve in the adult sports market, the talent in children's footwear industry is relatively scarce, especially in marketing and design talents.

Chen Shuqing, Deputy Secretary General of Fujian children's shoes Association, believes that the flow of marketing talents from "big shoes" to "small shoes" is also a kind of "south to North Water Diversion" project for talents. "Although there are certain differences between big shoes, big clothes and children's shoes and children's clothing, it is possible for talents to form and control the market. The elite of adult shoes and clothing will bring fresh management concepts to children's footwear industry."

"At present, some important things that children's shoes industry is doing, including meticulous management, team building, regional market, model market and upgrading of single store profits, are all things that adult brands have done, and this is also inseparable from the experience and ideas accumulated by adult managers in adult brands."

Luo Zhengming said.

Avoid copying the model "acclimatized"

"

After more than 10 years of development, the competition pattern has been formed and the operation mode has been basically fixed.

But children's shoes are different. They are facing the confusion of the spring and Autumn period and the Warring States period and the confusion of the group. It should be said that at the present stage, the platform that children's shoes enterprises can offer to professional managers will be wider and wider.

Chen Shuqing said that with the overcapacity of the adult sports brand and the industry entering the "bottleneck period", more adult shoe and clothing marketing talents will be pferred to the children's shoes and clothing industry in 2012.

However, Chen Binggao also saw some worries about such a wide range of talent flow.

"Risk comes from two aspects, on the one hand is the superstition of entrepreneurs, hoping to realize the rapid development of enterprises with one or two professional managers. On the other hand, it comes from professional managers themselves, and some are too eager for quick success and instant benefits. Before fully understanding the characteristics of children's industries, they begin copying the operation mode of adult brands."

"In recent years, there are indeed some successful marketing talents coming from" big shoes "to help children's shoes achieve rapid development, but there are also some losers.

For example, in 2011, many of the professional managers who jumped into the children's shoes industry left the children's shoes industry after a year's work.

Luo Zhengming said, the problem is that some professional managers do not take into account the financial strength of children's shoes enterprises, directly apply the channel expansion mode and brand promotion mode of adult brand, and finally bring some bad chain reactions to enterprises.