Chinese Shoe Enterprises Lead New Changes In Shoe Marketing

Once upon a time, "channel is king" and "winning the end" are familiar with the word "police world". Marketers, who have been popular for a long time, are now invincible marketing agents such as franchised agents and chain stores. Today, they are "struggling to cope" in price wars, promotional campaigns and advertising campaigns.

How will channel change be changed?

In the face of global competition, is it necessary to internationalize the shoe retail mode?

So the industry insiders Chorus: Shoe strategy marketing, mode of winning era has arrived.

Kentucky Fried Chicken?

Wal-Mart?

In January 8, 1998, AOKANG group launched the first franchised store store on the top of the chain monopoly mode. This is the first store in China's leather shoes industry, which has led the first change in the marketing mode of China's leather shoes industry. This day is included in the history of the development of China's footwear industry.

After that, China's shoe monopoly stores, like KFC, quickly spread all over the country. As of now, AOKANG has opened more than 3000 stores in the country.

When the time came in 2008, China's footwear industry chain monopoly also quietly passed 20 years.

The same year will also be a very unusual year for China's footwear industry. With the implementation of the merger plan, the intensification of anti-dumping and the increase of the cost of labor in the new labor contract law, the advantages of low cost manufacturing of Chinese footwear industry no longer exist, and the profit margins of retail terminals are also getting smaller and smaller.

"Sales increase, profits decrease!"

Many enterprises make such a sigh.

When the shoe industry once again comes to the new node, is it sitting still or winning?

In March 20, 2008, AOKANG group, China's largest private shoe making enterprise and Beijing 2008 Olympic leather goods supplier, held a "Pan Pearl River Delta regional large-scale investment fair" in Dongguan, Guangdong.

This investment fair is no doubt a signal to the industry: only by innovating and changing the marketing mode can it remain unbeaten.

On the same day, more than 200 agents from the Pearl River Delta region witnessed a new change in AOKANG shoe marketing mode.

"There are only two kinds of people who are successful in the market: half ahead and half a step."

Turning to the pformation of this marketing mode, Wang Zhenquan, vice president of AOKANG group, outlined two models: the "1+N" mode and the "zero risk" agency mode.

The meaning of "1+N" means that "1" stands for flagship space or single brand flagship store, and "N" stands for multiple stores.

The image point is "WAL-MART + KFC" mode.

Wang Zhenquan's image metaphor is refreshing.

And "zero risk" agency is to adopt the way of "bottom guarantee plus business commission" to ensure that the agent does not take any risks.

Agents are mainly responsible for store leasing and maintenance of local public relations, and the rest are responsible for the completion and cost bearing of enterprises.

Before that, AOKANG has tasted the sweetness of the shoe retail supermarket.

In 2007, AOKANG group opened in the largest shoe store in Heze, Shandong, with an area of 2300 square meters, and its business has been booming.

In February 23rd this year, the largest footwear store in Wenzhou, AOKANG limingpin space shoe store, was operated on trial. Its business area is more than 1000 square meters. AOKANG, Kanglong, beautiful beauty, red Firebird, wanwade 5 footwear brand products and AOKANG leather products all appeared in the same store, causing a sensation in the industry.

"Today's competition is standardized management, terminal control and integration of resources," Wang Zhentao said on several occasions.

In fact, this is the three step strategy for AOKANG's pformation.

The "WAL-MART + KFC" mode of marketing is to fully integrate resources and take the "shoes supermarket + chain Monopoly" approach, which is also in line with Wang Zhentao's business ideas.

1+N will lead to new changes in shoe marketing?

"The rise of shoe industry supermarkets means that the era of market integration has begun to change to the trend of market integration enterprises."

Wang Zhentao, President of AOKANG group, who is the master of planning and marketing who has led the four pformation of Chinese shoe marketing, is looking forward to the new situation of shoe industry. "For 08 years, due to export restriction, exchange rate reduction and RMB rising, the competition will be fiercer."

Earlier, there were media articles that divided AOKANG's marketing history into four phases: the first stage was the wholesale system, the 10 stage was the extensive production and marketing separation stage; the second stage was the manufacturer joint venture system; the third stage was the franchise system, the chain monopoly was introduced; the fourth stage was the multi brand marketing system.

In fact, these four stages are the four important stages of the development history of shoe marketing in China.

However, for AOKANG, the "1+N" composite channel will become an important strategy, but the decisive factor is the chain mode.

Looking back at the marketing history of AOKANG in the past 20 years, there is no doubt that the third stage franchised monopoly is very important.

Wang Zhentao said.

But in fact, because of the simplicity and duplicability of chain franchised products, the success of AOKANG's chain was quickly copied by its peers. "Almost overnight, all kinds of chain stores are full of streets," industry insiders recalled.

Since 2000, some big brands have also shifted from shopping malls to chain stores, and some three or four line brands have been launched.

The shoe industry is also facing such a difficult problem when it expands rapidly. That is, the homogenization of products is serious, and the differentiation between products and products, between brands and brands is becoming smaller and smaller, and the sales channel is also becoming more and more patterned.

A large number of two or three line brand enterprises do not follow the example of leading enterprises blindly and follow the example of leading enterprises without serious and rational scientific research. This leads to the low profitability of the two or three line brands and even losses, and some brands have to withdraw from the market.

"The advantages of chain monopolization no longer exist."

Shoe marketing insiders feel so sorry.

The survey found that before the general shoe and clothing stores opened to more than 400 square even large stores, but the recent "big shop" wind quietly rising.

Metersbonwe recently opened an area of 1600 square meters in Kunming, and the ZARA store area in Beijing reached 1700 square meters.

"Open WAL-MART stores" have higher requirements for capital strength and rich product lines. Small businesses generally find it difficult to follow suit and have strong competitive advantages.

Wang Zhenquan believes that "multi brand stores can maximize the compression of product circulation, and it is easy to build a brand line". Therefore, pformation is imperative under various bottlenecks.

Some experts say: the next few years will be a critical period for China's footwear industry. If it fails to pform smoothly, it will be ruthlessly eliminated by the market.

Internationalization of marketing thinking refers to internationalization. Some experts believe that internationalization of enterprises is not necessarily reflected in products going abroad, or enterprises going abroad to set up factories. More importantly, the thinking and mode of business operation is closely related to the trend of international development.

"KFC" enters China and leads to the trend of chain monopolization. "WAL-MART's success has led to the popularity of large warehousing supermarkets, although the industry is different, but ideas are interlinked."

Wang Zhentao, who always takes the lead in innovation and leading industry, has once again reached the leader's seat in the turning point of the development of China's footwear industry.

Prior to that, AOKANG officially acquired the global management power of Italy Wanli Vader and said it was the first step of a comprehensive acquisition.

Similarly, another shoe brand insider also said that it is negotiating overseas acquisition of brand issues.

Many enterprises in the industry are doing this.

"We are not short of the technology of these brands, because we have the advantages of production and cost, and we need their high-end brand image."

A shoe business person said.

"In the future, we plan to acquire more overseas brands, and let our WAL-MART shoe industry become a processing factory for making the world shoe brand."

Wang Zhentao has a clear idea for the future development of China's footwear industry.