China'S Children'S Shoes Industry After Marketing War

China

After nearly two years of advertising, star, terminal, promotions and other marketing wars, the brand operation costs of children's shoes have been greatly improved, the profits of products have been gradually diluted, sales have been weakening and declining, brand homogenization is serious, and the market is becoming more and more difficult to do.

The channel planning of children's shoes is based on such a big background.

Can such a channel strategy match the development stage of children's shoes brand, or is it just their quick success and instant benefits in pursuit of scale? Can the adult sports brand's successful monopoly system really take root in the children's market? Can the children's shoes really overcome the acclimatization of the rapid channel change? These questions are undoubtedly worth thinking about the children's shoes brand.

In the past two years, with the brand positioning becoming clearer, the positioning of children's shoes seems to be more and more clear. However, cases like the above are common.

The same pair of shoes can be realized.

The overall coverage of the township market to the high-end shopping malls in Beijing and Shanghai, the retail price level and the width of the channel coverage are largely controlled by the way of regional agents.

"The channel of children's shoes is relatively rich. Street stores, store shops, shopping malls, large business super counters, no matter which channel is the main channel, as long as the sales volume and scale benefits are considerable, in the process of promoting the upgrading of the monopoly system, we must plan the terminal mode according to the brand positioning and development stage, set the main channel, and gradually compile the extra pipeline, and we can not just look at the immediate interests, but will not accept the rectification."

ABC Brand Manager Huang Weicheng said.

"In terms of whether the channel can match the brand positioning ultimately, these companies in particular need to coordinate the interests of agents or distributors and distributors. The three parties work together to build the channel mode on the basis of strict planning and firm implementation. Because, if these two points are missing, the brand of children's shoes can't feel the pformation of the market at all."

Huang Weicheng suggested.

With a clear brand positioning, a clear channel matching can be identified. It seems that the original traditional channel change should be pushed away. In fact, the pformation game between a brand dealer and a channel's vested interests and potential interests has just been staged.

So, how do we integrate brand dealers and channel providers? The 2012 channel strategy of "winning competition" in the autumn competition is worth discussing together.

It is understood that the theme of "concurrence win" is the theme of this season's order competition. According to the marketing strategy -- Co opetition strategy, the core content is based on the comprehensive arrangement, integration and promotion of Yong Gao people's channel in 2011. Further, it puts forward a compound strategy to deal with the competition among brands, regional market and the wrestling between manufacturers.

The most attractive strategy in such a complex strategy is the path strategy that Yong Gao believes.

This does not mean that the brand does not have a clear plan for the channel. Bi Xiaojun, a marketing expert, thinks that this is a mode of making channels after the first channel. In the development of the whole industry and the shuffle movement in a step by step, especially in the hovering of "sales and upgrading" of the channel, this method can make better use of the strength, first go deep into the regional market, do deep market development and brand building, assist agents to regulate and upgrade channels, and face the channel expansion and competition pressure together with agents.

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The broad market strategy of "extensive farming and fine farming" needs strong retail terminal system support, so that the brand monopoly system can be built up under the premise of quality and quantity.

In order to start a spring shopping season, Kanding and Tutu appeared in business schools one by one, and many reflected the dawn of progress in children's shoes industry.

Tutu joined hands with an international business school to set up the "Tutu brand management school" to provide strong intellectual support for the vast number of distributors.

It will gather agents, dealers, shop assistants, and carry out terminal training activities at all levels, so as to enhance the terminal sales management ability.

Coincidentally, the Katy brand management business school aims at "cultivating talents", and takes "meticulous management" as a means to create a professional elite team to achieve terminal management optimization and ultimately achieve the goal of brand upgrading.

In other words, enterprises must plan ahead of the human resources structure of the marketing team, set up a perfect retail management team as early as possible, develop the terminal, supervise the market and expand the regional development, so as to provide more powerful technical support for the retail terminal, and create an excellent agent team, thereby promoting the upgrading of the entire monopoly system, Bi Xiaojun suggests.

Reporters visited several major brands of children's shoes enterprises to order, and felt that the "final victory" breath has never been so strong today.

However, can the brand and sales volume of the whole country push the brand and sales volume to a new height? The success of the adult sports brand mode such as Anta and XTEP certainly shows the advantages of the monopoly mode, but it can not ignore the irresistable defects of the children's shoes industry itself.

The objective fact before us is that children's shoes are more than adults.

It is closer to the periodic characteristics of fast moving products, and the product category is highly extensibility. Even with the almost identical elements of the adult sports brand, such as the period, business district, location, area and commodity structure, the children's shoes brand still has small profit margins and small disk size.

All this raises a huge question mark for the channel innovation of children's shoes in the future. Copying adult sports shoes or cross industry channel versions will be a gamble. How to effectively draw on and find out suitable channels for their own development?

The company and the provincial generation joint venture, the provincial generation and the terminal business joint venture, all of them have their respective advantages and resources integration, set up a relatively independent sales organization in the dealer's location, and work together to operate the regional market.

In this way, franchisees have store resources, business experience and public relations resources, while brand manufacturers have products and management resources, and integrate the complementary mode of joint operation. They will add a few points to the development of the terminal market for children's shoes and children's clothing enterprises.