Deichman Shoes City Set Low Price New Standard

The higher the floors, the more difficult the operation is, and the only chance to choose the shoe sales department on the six or seven floor is Deichman.

Only five or six thousand square meters of shoe industry stores, customers can not find the escalator can be found, creating a miracle of 20 thousand passengers per day is one of the most successful cases in 2007 of the national retail industry.

Deichman shoe city is located on the 6 floor of the king kailid building in Beijing zoo business area. Its business area is five and six thousand square meters, mainly selling Satchi, Pierre Cardin, crocodile, AOKANG, playboy, old man, Dupont, seven wolves, ostrich, cartel crocodile and many other brand leather shoes.

On the marketing strategy, Deichman takes the price as a killer and promises to the customer: "all the goods sold by Deichman" are 50% cheaper than the average price. "

"Site selection at the zoo's 6 and 7 tier, the pressure of operation is obviously beyond our imagination. But we have no way out. We always rely on low prices and integrity to win the market and customers."

Mr. Chen, manager of Deichman shoes city, said that by analyzing the needs of customers, Deichman discovered that "customers attach great importance to the brand of footwear products, but the prices of footwear in major shopping malls are too high for customers to accept."

After comparing the European and American markets, Deichman found that most of the footwear products produced in China also sell well in the European and American markets, far below the selling price in the domestic market.

The key reason for this situation is that the mode of Chinese commodity circulation lags far behind the circulation mode of Europe and America.

The mode of China's commodity circulation is mainly the joint operation system, and the retail terminal is constantly holding the suppliers' money, which has many disadvantages.

Therefore, the logistics cost is very high, resulting in high commodity prices.

Deichman adopts the logistics mode of Europe and America, which is characterized by cash in stock, shortening supply chain, completely self running, reducing operation cost, and launching the marketing strategy of "brand shoes price is cheap 50%".

In order to dispel the impression of "fake and shoddy" in the heart of the zoo, Deichman also launched three major commitments, namely, "one yuan, one thousand yuan", "false one pair, one thousand pairs of losses", "free maintenance of shoes not sold by the store", so as to protect the interests of customers from the three aspects of pre-sale, sale and after-sale.

According to the insiders, it is rare for us to sell the stores on the 6 and 7 floors without failing. It is the innovation of the logistics mode that is successful in our country in recent years. This is also the mode of circulation that our country has been advocating in recent years.

This mode improves the competitiveness of the state and enterprises, and the ultimate beneficiaries are consumers.