Three Strategies Of Fujian Style Footwear Brand Enterprises To Cope With The Post Olympic Period

At the 2012 London Olympic Games, "Made in China" did not smash the gold medals like the 2008 Beijing Olympic Games, but "CHINA" was everywhere. Then, as the competition comes to an end, the waste heat of the London Olympics will also slowly fade away. So, in the "post Olympic period", will its sponsor brands continue to spend heavily on advertising, or tighten their belts or take effective marketing measures to effectively deal with the weak market? This is a very practical problem in Fujian style shoes Clothing brand In front of enterprises.

Strategy 1:

Design marketing wins loyalty

As we all know, "celebrity endorsement" has made Jinjiang the brand capital of China. To a certain extent, "celebrity endorsement" has achieved the popularity of many shoes, clothing and food enterprises in Fujian, while similar crazy "sports sponsorship" has improved the popularity of many shoes, clothing and food enterprises in Fujian and won their reputation at the same time. As the only leather supplier designated by the Chinese Olympic Committee for the 2012 London Olympic Games, Ma Boyi, general manager of Xiamen Cile Industry Co., Ltd., said that design marketing will greatly win loyalty for the brand!

Through the last Beijing Olympic Games, we can clearly see that the "design marketing" model is valuable. The withdrawal of Liu Xiang, an image spokesman, caught big names such as NIKE, Aokang, Ping An, Shanghai GM and Yili off guard and lost face; Adidas has invested 1.3 billion yuan as the "sports sponsor" of the main sponsor of the Beijing Olympic Games, but because of the carefully created Olympic theme advertising heroes have been "cursed" reputation. For Adidas, which does not lack brand awareness and needs to improve reputation and loyalty, it is a bit counterproductive.

"The foundation of brand is product, and the source of product is design. Each brand uses products to convey its unique brand culture to consumers." Ma Boyi, who has decades of experience in running shoes and clothing brands, said that an enterprise only has high-end excellent R&D designers and their teams to create its own personalized products, Can continuously attract consumers. This has become a symbol for consumers to judge whether it is an excellent and mature brand.

Strategy 2:

Improve efficiency and stabilize cash flow

At present, both sports shoes and clothing industries are involved in serious product homogenization and price war. Under the combined effect of these two factors, consumption weakness is inevitable. The relevant person in charge of Fujian Textile and Clothing Export Base Chamber of Commerce pointed out that when the economy goes up, the huge investment in channel operation of enterprises can be offset by sales growth.

However, in the period of weak consumption, as a large part of the investment in channel operation belongs to fixed expenses, once the sales growth is suppressed, it will soon affect the profitability of enterprises. At the same time, from a deeper level, this will also require changes in the channel operation mode of enterprises. In the period of weak consumption, enterprises need to conduct more refined operation and control of channels, which is a big challenge for enterprises.

Take Li Ning as an example. In the first quarter of 2012, Li Ning suffered a double-digit decline, which was rooted in high inventory and weak channels. In contrast, Anta, Tebu International, 361 Degrees and Peak performed better.

Therefore, strengthening internal operations, reducing operating costs, improving efficiency, stabilizing cash flow and consolidating market foundation are all "internal skills" 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 the clothing industry as an example, some enterprises want to try to transform like fast fashion clothing enterprises such as H&M and ZARA, increase R&D investment, shorten production cycle and speed up product renewal; Others hope to improve brand reputation, increase product research and development efforts, and launch new products more quickly. Others hope to attract more professionals, do market research for consumers, and develop products and services in a targeted manner.

Strategy 3:

Manufacturers strengthen terminal control

So, how can we break through the dilemma caused by weak consumption? Ma Boyi believes that in the "post Olympic era", an important means for enterprises to break through consumption weakness is to achieve differentiation through thorough insight into consumption demand, continuous segmentation, and explore a larger blue ocean. An effective means is that enterprises can achieve effective "occupancy" of different consumer segments through different sub brands.

However, among the flowers of terminal construction, the rising cost and weak consumption have turned terminal construction from a "killer weapon" of enterprises to a heavy "burden" of enterprises. Therefore, shoe and clothing enterprises must change the situation of extensive channel operation, strengthen integrated cooperation with manufacturers, and strengthen terminal control, which can be started from the following three aspects:

First of all, we must break the "prisoner's dilemma" between manufacturers, focus on promoting the construction of the corporate operation system of agents, and require agents to build a more systematic operation system in terms of organizational system, team configuration and management system, and match with the relevant organizational system and management system of enterprises, so as to achieve integrated cooperation between both parties;

Secondly, we must change the previous extensive regional market expansion mode, build a focused and intensive operation system, and implement systematic expansion of the regional market in a purposeful, planned and step-by-step manner, so as to improve the success rate of the regional market, create a solid strategic base, consolidate the market foundation for brand expansion, and effectively respond to market competition;

Thirdly, a set of standardized terminal store sales mode must be refined to ensure the single store operating performance of agents, franchisees and direct stores, so as to achieve rapid expansion of channels, which is the weakest, most difficult and most promising link for footwear and clothing enterprises.