Children'S Shoes Shop Is Coming And Going.

From the special district and special rack of shoe city to the special counters and special offices of shopping malls, then to the shop stores and the boutiques on the street, this is the three development stage of upgrading the brand channels of children's shoes.

However, after drawing lessons from the monopoly system of adult shoes and clothing, and holding high the banner of "channel winning and terminal being king", two or three years later, many children's shoes enterprises found themselves in a vicious circle of opening stores - losing again - opening stores.

The rate is high.

The channel upgrading war of children's shoes enterprises started in 2009, reached a climax in 2010, and tended to be stable in 2011. The rapid expansion of terminal outlets became the most important part of channel upgrading.

"Last year's terminal stores were 600, expanding to 1000 this year, and 1500 to 1800 next year."

From a field to the regional ordering society, the children's shoes brand model market has been released, with a point to the surface, and through the regional market layout, the whole country highlights the ambition of children's shoes enterprises in the layout of the channel.

"However, this channel expansion strategy is leading to a new marketing crisis. Most businesses only focus on expanding new stores, but forget to consider whether the newly opened shops can" survive ".

Dog operation vice president Luo Zheng Ming said.

It is understood that, in order to encourage agents to open new stores, many children's shoes enterprises give agents great support, giving rents to shelves, shops, and even "full shop". Although the short-term expansion of new stores is fast, the rate of closing shops is also high.

"Shop development in 3 years, can survive the first 3 years of shops, basically can survive, but many brands are faced with the current situation is: this year opened 600 new, second years left 400, third years only 200 to 300," ahead of the shop, behind closed doors ", three years down, although the enterprise has invested a lot of costs, the number of channels has not changed much.

Luo Zhengming said.

Low unit price and low profit

"

To some extent, the mode of channel expansion refers to the practice of adult shoes and clothing brand. However, in the process of specific operation, many professional managers, including business owners, do not take into account the reality of children's shoes enterprises.

Chen Binggao, vice president of marketing, said.

"For example, the profit margin of children's shoes is enough to support the rent of the dominant area, whether the product line of children's shoes can support the operation of the monopoly system, and whether the children's shoes agents have the brand operation ability."

"Low price and low profit margins" are the main problems in the expansion of children's shoes industry.

Luo Zhengming said.

It is reported that the price of single products of children's shoes enterprises in Quanzhou is generally around 100 yuan. Basically, the profits of selling three pieces of single products are equivalent to that of adult brands.

"Therefore, children's shoes stores are basically open in the three or four tier cities, or the second and second tier cities.

If forced to enter a first-class business district to open stores, the low added value of children's shoes industry is difficult to support long-term operation.

Luo Zhengming once analyzed the profitability of children's shoe stores. He found that a standard store with 50 to 60 square meters of double storefront as an example, the annual rental input can not be higher than 250 thousand yuan, because the first time to open a shop, in addition to the rent and decoration fees, pfer fees and distribution fees, together it may be 400 thousand to 500 thousand yuan.

Generally speaking, if the monthly sales can reach 60 thousand to 70 thousand yuan, it will be profitable in second or third years. If the turnover is less than 40 thousand yuan per month, it will be at a loss.

Channel expansion marketing "sink"

For the present

Expansion mode, the industry believes that: "from a strategic point of view, there is no problem, because the quality of shop resources are limited, to seize the layout of the market can take the initiative, the problem lies in the pace of the layout of the channel is too urgent, did not take into account the terminal management capabilities of enterprises and the operation capacity of agents."

"Children's shoes industry should learn to let marketing go down now."

Chen Binggao said, "to sink" is to do shop management, product display, service improvement, inventory management and so on.

Not only do we give material support to agents and franchisees, it is more important to give skills support, and to help agents form a keen market sense through shop management output and training.

In fact, influenced by the market environment, many children's shoes enterprises have slowed down the pace of rapid expansion in 2012, and put more energy into Practicing "internal strength".

"Before opening a new store, the location of the store, rent, flow of people, the experience of agents, etc. need to be considered. After opening the store, the emphasis should be placed on process control."

Luo Zhengming said.

It is understood that at present, the dog is mainly through the adjustment of goods, services, activities and other adjustments to enhance the survival rate of shops, for example, to adjust the product mix, including price and style adjustment; secondly, improve the professional degree of services, improve customer stickiness; again, adjust the form and intensity of promotional activities.