Shoe And Clothing Enterprise Market Development Plan Should Be Stable And Unprincipled Crazy Promotion Is Equivalent To Drinking Poison To Quench Thirst.

Viewpoint 1:

"Sinking sometimes is more important than floating."

This year, our market development plan is aimed at maintaining stability.

Zhong Hua, director of the president of Quanzhou top star shoes and Garments Co., Ltd., pointed out that the brand should spend more time in market research before expanding the sales channels, and make more detailed accounting for the consumption groups, consumption ability and cost, so as to ensure the value-added space of each investment and avoid blind expansion.

He said that in the past period, behind the crazy expansion of the local shoe and clothing enterprises, they were exposed to various problems such as scale growth decline, high market concentration and high inventory. This partly explains why a number of listed companies have lowered their sales expectations in 2012, and even reduced costs through layoffs.

Liu Quan, director of marketing of New York (China), suggested that a data management system should be established to understand the real time sales situation of terminal stores through data, find weak links and improve them in time.

Point two: a clear price gradient to promote sales.

"In order to digest inventory, shoes and clothing enterprises or crazy discount sales, or use e-commerce platform to clean up inventory, also through the wholesale channel to alleviate pressure."

Zheng Wensheng, chairman of the navigation Consulting Group, pointed out that behind the crazy discount sales, the marginal effect is decreasing, and it is easy to damage the brand image.

The general manager of Quanzhou Liuhe marketing consultant Co., Ltd. thinks that in the competition with the domestic first line brand, the two or three line brand must recognize the target group of its own positioning, and can not easily follow the trend of price reduction, but also guarantee the quality and price.

"When we really need to adjust prices, we must have a clear price gradient for price adjustment time, price adjustment and price adjustment areas, so as to reduce the loss of consumers."

He said.

Zheng Wensheng also said: "when a large number of stocks hit, the two or three line.

It's a mess. "

When prices are suddenly reduced, the quality of products will be questioned, and consumers will not buy them. Instead, they may reduce the integrity of the brand.

Point three: establishing early warning and feedback mechanism for goods

"Manage inventory through data analysis, reduce inventory to a reasonable state."

Liu Quan believes that through the actual goods into the storage of data produced in the depth of mining, feedback goods storage dynamic problems.

For example, a brand of a new product, after a period of time sales, how many goods sold, how much inventory and other data information, and deep excavation.

Chen Shuqing believes that no matter on the goods, sales or display, every stage needs data analysis, and through data analysis to adjust the problems that may arise on the goods, this will achieve a spiral upward rectifying effect. With the decrease of deviation rate, the efficiency of enterprises will gradually increase.

Viewpoint four: seize the new opportunities of e-commerce

At present, many enterprises are aware of the importance of the electricity supplier channel. In order to avoid the conflict of prices on line and line, the traditional brand operation e-commerce platform should adhere to two principles, one is to take inventory products as the main part, and to avoid disrupting the discount rate of new products; the two is to fine-tuning the original products based on the original products, aiming at adjusting the color, version and other elements, so as to create the brand's network exclusive products, which is not only in line with online shopping preferences, but also in line with the brand's offline products.

Liu Quan analysis, many products become inventory is not the product is not good, but not find suitable consumers, online sales is to help the product in the shortest time to find the best way to match consumers.

He pointed out that group buying, for example, has a strong advantage in shaping the network "explosion fund", because the products will be faced with tens of millions of consumers at the same time.

It can reach 5000 to 6000 pieces.