London Olympic Games Slowly Retreating From The Olympic Games, How To Plan The Strategic Layout Of Fujian Shoes And Shoes

In 2012 London Olympic Games, "made in China" although not as crazy as the 2008 Beijing Olympic Games, but the "CHINA" figure can be seen everywhere. Then, with the end of the game, the London Olympic Games will slowly fade away. Therefore, in the post Olympic era, whether the sponsoring brand is going to continue to cram advertising fees or tighten the belt or adopt effective marketing means to effectively cope with the weak market? This very realistic problem lies in the Min faction. Shoes and clothing In front of the enterprise.

Strategy 1:

Design marketing to win loyalty

As we all know, "celebrity endorsement" makes Jinjiang the brand capital of China. "Celebrity endorsement" can, to a certain extent, achieve the reputation of many shoe and clothing enterprises and food companies in Fujian. Similar to the crazy "sports sponsorship", to a certain extent, it has promoted the popularity of many shoe and clothing enterprises and food companies in Fujian, and has won its reputation. As the only designated leather supplier of the Chinese Olympic Committee at the 2012 London Olympic Games, Ma Bo Yi, general manager of Xiamen CE Le Industrial Co., Ltd., said that the design and marketing will win the loyalty of the brand to a great extent.

Through the last Beijing Olympic Games, we can clearly see that the "design marketing" mode is commendable. Liu Xiang, a spokesperson of the image, returned from the competition, making the big names such as NIKE, AOKANG, Ping An, Shanghai GM and Erie unprepared and losing face. Adidas invested 1 billion 300 million as the sponsor of Beijing Olympic Games sponsors, but because the carefully created Olympic theme advertising hero was getting the curse of "Curse". Adidas, which lacks brand awareness and needs to enhance its reputation and loyalty, is a bit backfired.

The basis of brand is product, and the source of product is design. Each brand is a product that passes its unique brand culture to consumers. Ma Boyi, who has decades of experience in shoe and garment brand operation, said that only a company with excellent high-end R & D designers and its team can create products of their own personality, so that consumers can be attracted continuously. This has become a sign that consumers are judging whether they are an excellent and mature brand.

Strategy 2:

Improve efficiency and stabilize cash flow

At present, both sports footwear and clothing industry are both caught up in serious product homogenization and price war. Under these two factors, consumption weakness is inevitable. Fujian textile and garment export base chamber of Commerce responsible person pointed out that when the economy is up, the huge investment in the channel operation can be offset by the growth of sales. However, in the weak period of consumption, a large part of the investment in channel operation is fixed expenses. Once the sales growth is inhibited, the profit level of enterprises will soon be affected. At the same time, from a deeper level, this will also require changes in the channel operation mode of enterprises. During the period of weak consumption, enterprises need to carry out more meticulous operation and control of channels, which is a big challenge for enterprises.

Taking Lining as an example, it suffered a two digit decline in the first quarter of 2012, the root of which lies in the high inventory and the lack of channels. By contrast, the performance of Anta, XTEP international, 31st degree and PEAK will be relatively good.

Therefore, strengthening internal operations, reducing operating costs, improving efficiency, stabilizing cash flow and consolidating market bases are all internal strengths that enterprises must cultivate during the period of weak consumption. The person in charge pointed out that the period of weak consumption is often the period of enterprise transformation. Taking apparel industry as an example, some enterprises want to try to transform like fast fashion clothing enterprises like H&M and ZARA, increase R & D investment, shorten production cycle and speed up product renewal, while others want to enhance brand reputation, increase product R & D efforts, launch new products faster, and others hope to attract more professionals, conduct market research for consumers, and develop products and services accordingly.

Strategy 3:

Manufacturers strengthen terminal control

So, how can we overcome the predicament brought by the weakness of consumption? Ma Boyi believes that in the post Olympic era, an important way for enterprises to break through the weakness of consumption is to make a thorough understanding of consumption demand, constantly subdivide them to achieve differentiation, and dig deeper into the blue ocean. An effective means is that enterprises can achieve effective "occupation" of different subdivision consumption needs through different sub brands.

However, in the cluster of terminal construction, the rising cost and the weak consumption make the terminal construction become a heavy burden of the enterprise from the "killer" of the enterprise. Therefore, shoes and clothing enterprises must change the situation of extensive channel operation, strengthen the integrated cooperation of manufacturers, and strengthen the terminal control at the same time. We can start from the following three aspects:

First of all, we must break the "prisoner's dilemma" between manufacturers, and focus on promoting the construction of agent's corporatization operation system. We need agents to set up a relatively systematic operation system in the organizational system, team configuration and management system, and match with the related organizational system and management system of enterprises, so as to achieve the integrated cooperation between the two sides.

Secondly, we must change the extensive mode of regional market development in the past, build the operation system focusing on intensive farming, carry out systematic, targeted, systematic and planned expansion to the regional market, so as to enhance the success rate of regional market, create a solid strategic base, consolidate the market base for brand expansion, and effectively respond to market competition;

Thirdly, we must refine a set of standardized terminal store selling mode, so as to protect the business performance of agents, franchisees and direct stores, so as to realize the rapid expansion of channels. This is the weakest, most difficult and most convenient part of shoes and clothing enterprises.