Shoe Companies Test Water Multi Brand "One-Stop" Shopping Mode

Recently, Lin Xiang, deputy general manager of Dong Zheng (Fujian) children's products Co., Ltd. is preparing to open a new world store. In this shop, besides Naihu youth outdoor belongs to Dong Zheng's own brand, and there are four authorized brands including "Popeye". And this is exactly what he wants to do. Children's shoes The "Gome" of the industry.

At present, the cost of rental and human resources are rising. Whether the model can be profitable or not, there is no unified view in this field. The exploration of children's shoes channels is still continuing. At the same time, children's shoes enterprises are in the process of upgrading the channel. The multi brand one-stop terminal mode is just a microcosm of this change. It is too early to evaluate whether this mode can succeed.

　 Gome in children's shoes industry

Recently, Lin Xiang, deputy general manager of Dong Zheng (Fujian) children's products Co., Ltd. is busy: he is preparing to open a new world store in Xiamen. As the fourth Nye children's world store in Xiamen, Dong Zheng invited the famous visual experts in Hongkong to create a new store image for them. The 5 children's shoes brands, such as Popeye, SpongeBob SquarePants, Dora, Betty baby and Nai foot outdoor, are the terminal channels, and enhance the influence of each brand through multi brand interaction mode.

Before that, the company has opened 3 Nye children products world stores in Xiamen, focusing on making all the children's shoes. In Linxiang's words, Nai foot product world is like the "Gome" of the domestic children's shoes industry. "Our Nai foot products world is like a professional supermarket for children's shoes. This supermarket has assembled many children's shoes brands, which can provide consumers with various functions and styles of children's shoes, and form a one-stop shopping mode for children's shoes.

In fact, there are precedents for many brands of children's products, such as Nai foot Tong products. In the year before last, the brand has been built as the largest one-stop shopping main shop in Asia. The store has integrated all its own brand, authorized brand and its agent or distribution products.

As the 3 executors of the world's exclusive stores, Yuan Xiaojun, director of channel terminal of Dong Zheng (Fujian) children's products Co., Ltd., said that the multi brand one-stop shopping mode of Naiwu Tong product world is completely different from the current integrated mode of profit and clothing: in this multi brand one-stop shopping mode, children's shoes of all kinds and functions are all over the "experience Museum". Consumers of leisure, sports, outdoor and other categories of children's shoes and extension products can be found here, but there is not one product for children's clothing.

" Shoes and clothing The integrated profit model has been cited by many children's footwear enterprises in recent years. However, due to the fact that children's shoes industry is not familiar with clothing, the operation lacks actual combat experience, especially when the clothing season is changing rapidly, and the system combination is difficult, so it is very easy to generate inventory. At the same time, Nai foot products, the world's exclusive store, makes use of the advantages of multiple brands to enhance the bargaining power and strength of agents and enhance the comprehensive competitiveness of agents and franchisees. Yuan Xiaojun told reporters that Nai Tong Tong products integrated the resources of all the brands under the banner of East Zheng. "Each brand's children's shoes have their own professional characteristics. On this basis, each brand is strong and strong, forming complementary advantages and holding together to attack."

　 Short term or difficult to make profits

Though confident, when asked whether the world store is now making profits, Linxiang does not want to talk much about it. When the same question was thrown to Yuan Xiaojun, he said that the multi brand one-stop shopping mode was still in the exploratory stage. "Every terminal operation mode has its own suitable areas and unavoidable defects, but in the Xiamen area, this mode can still be profitable, or is it going to continue to open stores?" Yuan Xiaojun laughed.

And in the ADI (Fujian) Sporting Goods Co., Ltd. marketing manager, it seems that children's shoes enterprises choose a multi brand one-stop mode of operation, and more importantly, to establish a brand image. "This is just like establishing a number of billboards in the same brand in one area, and the brand influence will be effectively promoted in this area."

Xiu Shui believes that children's shoes enterprises are moving from "selling products" stage to "tree brand". "Enterprise brand positioning is different, the choice of terminal mode will be different, take the multi brand one-stop shopping mode, consumers experience the significance of brand culture is far greater than the meaning of" selling products ". Driven by the positioning of "tree brand", children's shoes enterprises are the best in this flagship store, and no profit can be seen as spending money on advertising. {page_break}

　 Microcosm of industry change

In the industry view, children's shoes enterprises are in a transformation of upgrading channels, multi brand one-stop terminal mode is just a microcosm of this change.

"The channel transformation of children's shoes enterprises has gone through these stages: from wholesale bulk goods to shoes city's special area, special shelves, to the shopping mall's special counters, special offices, then to shop stores and boutiques, and then to the children's life hall with experiential concept and the multi brand one-stop terminal mode now being tried, and every one represents the change of the terminal retail formats supporting the sale of children's shoes brand." The water wave indicates that the business model of supporting partners for brand distribution of children's shoes is also changing.

Many people in the industry agree with this view. "Now the brand channel upgrading of children's shoes is irresistible. What every child shoe brand can do is conform to the general trend of this channel upgrading, plan and provide the children's shoes structure with the advantage of selling channels to the maximum extent, and implement targeted policy support and control for the operation characteristics of different retail formats, especially the multi brand one-stop terminal mode, which needs more resources and support. In a telephone interview, Fujian footwear industry association children shoes branch secretary general Xie Jiasheng commented.

In the view of Xie Jiasun, the multi brand one-stop terminal mode is just an attempt to upgrade channels. It is too early to evaluate whether this mode can succeed. At the same time, he also pointed out that not all Quanzhou children's shoes enterprises have the ability to operate as Nye foot Tong world.

"After all, the establishment of a multi brand, one stop experience museum needs a lot of resources and input." He suggested that local Children's shoes enterprises We can combine and learn from foreign experience, and integrate resources with several brands to form a large-scale experiential children's city. "Integrating multiple brands and multiple experiences under the same big terminal, expanding the country with this large terminal. This can not only avoid the resource consumption caused by the vicious competition among brands, but also strengthen the strength and speed up the popularity of the whole country.