The "Potential" Of Shoes And Clothing Brands, How To Win By Region

Is your current bottleneck a form or a product? Is it marketing or quality? Is it a team or a brand?

What circle are you in? How can you go up? Hope that the following can give you some inspiration.

Not "sophisticated" technology products, but over the years, with high rent and manpower, some brands have turned it into a dense terminal network everywhere. Meanwhile, other brands have disappeared. This is competition.

Competition, fast "eat", manifested in the shoe product life cycle process.

I contend with you for the market share. The process has formed a brand different trend.

(1) "distance" weakens competitiveness

The competition of shoe industry is separated from each other, and step by step, the competitiveness of regional brand is weakened in one "distance".

Distance between regional brand image and development thinking

The wider the coverage of the brand, the more unified the brand image, the more fashionable the brand is, the more homogeneous the brand development idea is, the more competitive it becomes, the stronger the brand will be, the weaker it will be.

There are nearly 80 stores in H, a brand of men's clothing in Chengdu. The brand image is unified, and its unified image can be seen everywhere in the southeast and Northwest China. Therefore, people have deeply remembered this brand.

Distance from development stage

The development of a brand is bound to undergo various stages such as development, maintenance, management and execution. In this process, the gap between strong brands, potential brands and vulnerable brands is very obvious.

During the expansion stage, some brands tried to attract franchisees to join the army. Some brands did not work hard enough.

In the stage of operation and maintenance, it usually takes the first year of cultivation, second, third years of growth, and fourth, fifth years of results, and then is the rule of return and leaping. But some brands can not bear to be lonely.

In the implementation stage of team management, some brands rely on the "strong man" mode to expand regional market activities by referring to the wealth history of their bosses and the successful behaviors of their colleagues, while others introduce professional manager system to effectively export brand behavior, so that the distance is further widened.

Distance of brand communication

The popularity of the brand can only be achieved by popularity. The footwear industry has entered the micro field of WeChat, micro-blog, microfilm and micro video from traditional media. The era of marketing without "micro" is coming.

If you simply hope for "old tricks", that is equivalent to pushing customers far away.

(two) industry circles, which circle do you belong to?

Just as consumption level can be divided into different levels, such as luxury, high-end, parity, low quality, etc.

Each brand also has its own circle, your competitiveness determines which circle you can reach. Similarly, your circle will also affect your future market competitiveness and subsequent development.

Strong circle

The circle is the industry model circle of brand awareness and market position, and the base of the exclusive store is relatively mature. In many counties and cities, the successful mode of many shops with the same street, different streets and multiple shops, and "big shops plus many stores" has been realized. On this basis, the key is to stabilize the original market, optimize the customer structure, do a good job in regional upgrading, and not give up the opportunity to open up empty spots and some negative market breakthroughs.

To upgrade the strong circle, we should focus on promoting the high level of terminal operation, and promote the upgrading of the flagship goals of the terminal group of single county and city to more than 10 million yuan a year, and promote the pformation of terminal formats to high-end (ship and store, integrated store).

The development level of the strong circle affects the development direction of other circles in the whole region, and also affects the speed of the industry advancing.

The sales of members of the strong circle are not unusual. The brand indexes of the manufacturers will be penetrated at all levels of the terminal, to a certain degree of effective implementation, and to further gain high-quality network and market share in the competition with competitors.

Dominant circles

It is the circle of brand image, popularity and sales volume challenge. The base of the circle store is not as dense as the strong circle. The single county and city key terminal group upgrade to the gold medal target of more than 5 million yuan, focusing on developing effective blank points and some prefecture level cities' breakthroughs, cultivating new growth points of performance, and increasing the space of the regional market.

The "dominant circle" is highly competitive with the strong circle, and competes with the management circle to strive to improve the execution ability of the regional market.

The pursuit of "dominant circles" will force members of the "strong circle" to dare to step in place, and will lead the "accumulation circle" to keep pace with each other, thus affecting the layout of the entire regional circle.

The members of the strong circle and the dominant circles have a complete product mix. They mainly use the monopoly system to highlight the brand image, and the advertising input is more vigorous. The seasonal sales promotion will have a large-scale distribution network to respond uniformly, and the effect will be remarkable.

Accumulation circle

The members of the circling circle focus on the characteristic management, and the dominant circle mainly adopts the system of "monopoly + retail" to highlight the brand image.

The members of the regional reserve circle should strengthen the regional hinterland, and focus on some areas to push forward the other parts of the circle in a timely manner.

Only by striving for speed advantage can we gradually make up for the development gap with other circles.

The bosses who are in the circle will have to think about how to break through the bottleneck of development, which will affect the development of the brand "one year plan, three year growth and five years spanning".

Weak circle

The survival mode of the weak circle is to seize the opportunity, and establish competitive advantages through one or more ways.

Weak circles follow suit imitation, advertising investment and seasonal sales promotion are focused on, and there is no sound sales system to support in services.

In some areas, the vulnerable brands may win some market share from some weak points of the dominant brands. But through market investigation, if the members of the weak circles do not show their individuality, they just follow the same trend and fail to catch up with the progress of the development of the industry, so they are easily eliminated or merged.

Without sustainable development system, its advantages will also be weakened in intensive intensive cultivation.

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(three) how to narrow the competitive distance between circles.

Then, how can the brand be upgraded to narrow the distance from the upper level?

"Strong" leading

In the competition, the strong brands are mainly embodied in winning the terminal, winning the terminal and leading the terminal.

The breakthrough of the direct store is to create a "replicable operating system".

At least a large number of stores will be opened in all cities at the prefecture level and above, forming a "network that can be promoted by radiating force", and a number of self opening stores with more than double rooms will be opened in the potential counties and cities to form a "profitable model shop" to help franchisees rapidly increase the added value of shops, so that the merchants can copy the successful system and share the happiness brought by successful operation.

Breakthroughs in terminal group: more terminal groups with more than 10 million yuan in annual purchase volume, set up a key point, make a breakthrough, and reproduce the scale of more than 100 outlets to lead regional market upgrading.

Trump card area

Strategic breakthrough: harvesting high-quality terminal network is to harvest the brand cognitive effect, create 5 successful small area with more than 10 million yuan, and then implement one city and many stores in the districts and counties.

If a strong circle wants to remain invincible in the competition, it should learn to weave the net. Opening a branch store is weaving a secret net. Opening a large shop is weaving a big net, and the dots are made into a line, so as to achieve the goal of free play.

How many more shoes will be sold in a store? How many pairs will it sell in 1 years?

Fortune figures are rolling in this way.

The stronger the stronger, it is still the creation and promotion of "store added value", which is an inevitable way to break through the terminal.

Competitive advantage

The biggest distance between strong and weak cards is not the performance figures, but the human executive system.

A prospective boss often has a team with fighting spirit, and professional managers can be fully empowered.

Therefore, the advantage before competition is to make the best of the past and to keep the good of others.

Some members of the dominant circle can go to today and often undergo many strategic pformations.

If the boss of the dominant circle is to support business operation only by the diligence of his work and the maintenance of his guest's condition, there will be no scientific management process. Once a bad sales policy or emergency happens, the customer will often become heartless and encounter the defection of customers and teams.

The boss only has to continue to learn, dare to fully authorize professional managers, and create executive system, that is the way out for breakthroughs.

In addition, the management process from coarse to fine pformation, brand operators need to focus on the main business stakeholders, across a road, into a strong circle will not be so difficult.

"Ready" to be issued

If a brand needs to be released, it needs to focus on it. There are usually two forms: borrowing resources from traditional distributors and co operation (cooperation).

In one of the more than 100 county-level terminal markets of a region, we should take a few key points and set up a few key points, and then push the radiation forward one by one. This is one.

Second, joint venture, which is an investment mode between traditional retail and self retailing, means that the regional total generation begins to free up capital and start the operation of retail business.

In order to have terminal resources, upstream channel retailers and retailers do retail business, protect customers' net profit, undermine risk, or share cooperation, profit and loss ratio.

Joint venture has broken the traditional mode of distribution cooperation and pformed the unilateral wealth into multiparty development.

The H footwear industry in Sichuan has just started 3 stores in Z County, and has developed into 8 stores after star spot cheer and focus development.

Close to the surrounding W County successfully replicated the mode, opened 6 stores, and L county also expanded 5 stores.

Today, the H shoe industry has more than 20 stores in these three counties, becoming a real District boss, attracting the attention of the shoe industry colleagues.

Some dealers went to the H footwear industry to explore and visit. H mode has also become a new term for shoe marketing. At the same time, it has also formed an advertising effect, which has become a successful example of small brand in shoe industry.

"Weak" is not weak personality

The stronger the stronger, the weaker the weaker, then is the strong card in the era of "all-out attack and powerless"? I believe that the stronger the opponent is, the more bright spots and individual regional advantages are in "backing up", and in many ways it is "paper tiger", which provides conditions and opportunities for the personality breakthrough of the weak circle.

The weak circle members must avoid the strengths that the competitors have been leading, and learn how they make the highlights lead and be stronger.

In the past, the homogenization of market operations was followed by wars, a waste of resources, and a bright spot was to jump out of homogenization, subtraction and throw away heavy loads.

The success of the leather shoes industry in Wenzhou before its success is due to the fact that it has grasped the highlights of the industry in the early years and expanded it into a leading industry. Even now, there are some bottlenecks in the monopoly business.

In addition, the bright spot of the strong card has been built successfully for many years, rather than overnight. Therefore, in the period of low inflation, strong cards can still play a big role in certain fields or certain strengths.

This is also a test of confidence in small and medium-sized brands.