Subtraction Rule Of Marketing Management For Shoes And Clothing Enterprises

In the post crisis era, China's footwear industry was surging, and the tide of running, closing down and price surging swept the Chinese shoe industry. High inventory, high cost and low added value also cast a shadow on China's footwear industry.

Faced with multiple siege, China

Has been looking for the way to break through.

A few days ago, the brainstorming of the third China footwear summit, which was the theme of "leading and breaking through", was observed. Xu Qiang, a Chinese brand observer, believes that under the background of the present era, Chinese shoe and clothing enterprises must stick to the law of subtraction.

In the streets of cities and towns in 2012, shoes and clothing such as "face to face Warehouse Clearance", "seasonal sale and sale" and "big bloodletting" can be seen everywhere. Shoes and clothing shops can be heard everywhere and loudly sell "clearance". The pressure of high inventory makes brands like Metersbonwe and Anta have to put down their prices and start selling. Such a loss making marketing completely violates the original intention of manufacturers to "maximize profits".

The traditional pricing method of shoes and clothing industry is additive pricing, that is, cost plus profit + tax + shop rent + wage = price, but this price looks "beautiful" and guarantees the brand.

Profits.

But often there is no market price, and finally formed a high inventory.

Some brands of shoes and clothing in Wenzhou and Guangzhou have learned from each other's pain and realized the embarrassment of the addition pricing. They began to try the subtraction pricing, that is, price cost = profit.

Subtracting price is to set the price according to the market, and then deduct the cost control target according to the price minus certain profit.

This is the cost reduction strategy of enterprises.

This formula looks very simple and can be operated, but it is related to every link of the enterprise.

It is necessary to reduce costs from the aspects of product design, raw material procurement, production, sales and service, quality management and so on.

Zhejiang Yin Xin bird Shoes Co., Ltd., in order to control costs, reduce the cost by 5-8%. In the control of total quantity, once pass rate and once input output rate, at the same time, they also deepen management, scientifically reduce inventory, reduce sales cost, revitalize idle assets, and increase revenue and reduce expenditure.

In the post crisis era, the shoe industry is overcapacity, and the market competition is at the stage of knife and knife to see the blood.

On the one hand, the shoe companies "sell to be the last word" and "only look at the results do not talk about the process" of the pragmatic marketing concept, continue to add sales tasks to dealers; on the one hand, shoe salesmen face marketing fever and fear of marketing.

How to sell shoes? How to collect receivables? This has become the most distressing thing for dealership dealers.

Some shoe dealers and dealers feel very stressed. They are afraid of failure and lose sleep all night.

Xu Qiang, a Chinese brand observer, thinks that this is not necessary. The failure in sales is normal. If you fail every time, you will be upset. The more annoyance will be, the greater the psychological pressure will be.

If you use "goal failure = success" subtraction company is different, you first set the sales target, and set a failure 100 times to succeed.

Every time you fail, you lose less and less. Every time you fail, you get closer to the goal. You think, hey, there is only one failure, and the time for success is coming.

In this way, failure will become the driving force for success.

Huang Di said, "there must be rules in the clothing of needles." (see "eight questions") in fact, there are rules for the sale of shoes.

We are not far away from success.