Jinjiang Shoe Enterprises Take Sports Shoes To Go To The Market To Become Businessmen.

Leading enterprises still slow down the pace of expansion. For the running brand, reversing this unfavorable situation requires a full range of drudgery and adapting to market and industry changes through adjustment of all dimensions.

In this round of adjustment, the channel has become the first choice for many enterprises.

Leading enterprises improve their performance through terminal optimization and sales promotion, while many three or four line brands go out of stores and sell their shoes to the rural market, trying to make themselves "live" in this way.

Change "traders" as "traders", Jinjiang shoe enterprises take sports shoes to go to market.

Mr. A, the brand agent of Shandong, is busy every time he goes to market. He goes out in person and pulls a car shoe to the fair.

And every time such a salesman sells shoes, they are brilliant: they can return empty cars in half a day.

Under the backdrop of a serious backlog of inventory in the domestic sporting goods industry, Mr. Liu's approach has made the industry bright.

Selling cabbage and selling shoes

"Sell shoes, sell shoes, A brand's latest season shoes."

In the 15th day of the seventh month of the Chinese lunar calendar, it happened to be a village in Shandong province. Mr. Liu pulled the shoes full of tricycles for sale.

"Do not squeeze, do not squeeze, come one by one!" Mr. Liu had just arrived at the fair, and the shoes he had pulled were "mad" by people who went to market.

Mr. Liu had to stand on a tricycle and collect money while maintaining the order.

Of course, the success of this "go to market" campaign was only half a day when Mr. Liu sold a whole car's shoes.

This can be heard in the words of Mr. Liu, who sells cabbage from the side. "Lao Liu, my car selling cabbage is rented for you to sell shoes. You can't sell this car shoes for half a day."

From the beginning of this year to the present, this kind of selling shoes will often appear in the northern market.

And Mr. Liu's attempt to pull shoes to "go to market" is just a microcosm of his "walking village string town".

Unlike the usual agents who open stores and counters, Mr. Liu no longer sits at home selling shoes this year. Instead, he takes shoelaces to the front door of every household.

"I hired a couple of people, pulling the shoes of a car in every village," so that every rural consumer can have the opportunity to buy our shoes.

In Mr. Liu's eyes, with the continuous improvement of people's living standards, the rural market still has great market potential.

"The shoes we sell are all around 100 yuan, which is not much different from the prices we sell online."

This way has also been supported by the A brand in Jinjiang: not only allow Mr. Liu to take the latest season's shoes to "go to business", but also give certain subsidies to the vehicle.

"This kind of marketing approach is closer to the life of the people and helps us go deep into the rural first-line market.

This year, the proportion of such agents will increase.

Mr. A, deputy director general of marketing management, told reporters that they have begun to try to promote this "business" way in the appropriate agents and markets.

Forced change

As a matter of fact, there are also reasons behind A's brand changing.

"This year, the whole

Growth is slowing down, and our life is not easy. "

Mr. Zhuang told reporters, "not just me, our agents feel this way."

At the same time, stores and stores are not doing very well this year, and the pressure is huge. "

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To this end, the A brand has been looking for a breakthrough in marketing since the beginning of the year. They believe that in the case of little difference with other product quality, only by changing the marketing mode, can the brand get a breakthrough and get a way out.

At this time, Mr. Liu's "going to the streets" into the rural market "fair" coincided with the time.

"Changing traders to be businessmen, go out and look for customers who have not been excavated. This is the marketing method that we urgently need to advocate now."

Mr. Zhuang told reporters, "the market is not waiting for it, it is a" grab ".

I told agents that they wanted to spread their marketing, service and advantages to consumers and do what other brands did not expect.

The marketing mode of traders and dealers has become a breakthrough in our philosophy.

Mr. Zhuang calculated the accounts for journalists: "dealers" only need one car, one who drives and calls, and basically no inventory pressure.

The "store" not only needs a large number of products, but also needs to invest a lot of money in rent, water and electricity, shelves, decoration and so on. At the same time, the number of more than 10 employees and the cost of manpower are also huge.

"Only with personnel wages, the merchant mode can save more than 60% of the cost for agents."

Mr. Zhuang told reporters.

On the other hand, this "business" also has a certain advantage in the capital chain control and inventory management.

"Such dealers will not allow too many agents.

At the same time, unlike the net sales, street vendors are directly facing the consumers, lacking many intermediate links. After a batch of goods are sold, they will soon be converted into cash and return to the head office. This is particularly valuable at the moment.

Mr. Zhuang said.

What's interesting is that Mr. Liu, who has been cited as a successful example, told reporters that he could not bear the pressure of rising store rents until he was forced to choose "businessmen".

"I used to open a store in a county-level city, but the rental price of lots of passenger traffic has been rising. Later, my day's running water is not enough for rent.

What about the rest of the stock? A friend of mine told me that it would be a good try to sell it in the market.

In the interview, Mr. Liu laughed and said he was "hit by mistake".

It is more important to live.

In fact, not everyone is optimistic about this way of "traveling salesmen". The first thing to do is brand.

"What do you do to damage brand value? When your brand product price goes down, consumers are accustomed to your brand being a" bargains ". How do you raise the price in the future? Instead of raising the price, how can you solve the increasing labor cost?" when talking about the business mode, the brand manager of the new era (Fujian) Sporting Goods Co., Ltd. Huang Jinyang immediately threw three questions to reporters.

But in the eyes of A brand, this is not a big problem.

"The positioning of our brand is originally in the three or four line market, which is the core of our positioning for the three or four line consumers and the products with the right price."

Mr. Zhuang said so.

As he said, A brand other agents' stores are mostly open in the three or four line towns, and take the route of "rural encircling the city".

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"For those positioned in the middle and high-end brands, this positioning of" traders "will indeed greatly damage their brands.

However, for many small and medium-sized shoe enterprises, whether it is "brand" is important, or can survive the current difficulties "live" is important, they need to measure themselves.

When Mr. Zhuang said these words to reporters, he was somewhat helpless.

In real war brand marketing planning experts

It seems that behind this kind of business mode, it is best to have a fixed "shop" that can diffuse the coverage of merchants, enhance brand trust while ensuring the subsequent sales and long-term sales of brands, which is collectively referred to as "departure marketing".

"Off shop marketing" does not take traditional "shops" as the main battlefield, but instead takes the "shop" as the base, and changes the passive waiting "traders" as the "traveling salesmen" who take the initiative to improve the marketing efficiency and reduce the marketing cost.

Its core connotation can be attributed to the "solar system pattern" - the core of the sun, and the other planets move around the sun.

The industry believes that this mode of business can also be converted into such a form: create a base in the regional market, occupy the commanding heights of the regional market, such as building flagship stores in the core area of the regional market, and then take the initiative to attack, a variety of marketing channels, a variety of channels, precise targeting consumers.

Six months to open a hundred stores, Jinjiang outdoor high-profile entry into the monopoly system

"We will open shop vigorously!"

A few days ago, in the ten minutes' speech at Tianlun day spring and summer 2013, Xu Tengda, general manager of Tianlun Tian outdoor Co., Ltd. repeated this sentence three times.

The company's store performance report shows that in the first half of this year, the store of Tianlun Tian increased by nearly 100.

It's not just heaven and earth that enter the monopoly.

In fact, jumping out of the mall and going to the exclusive stores has become the unanimous choice of outdoor brands.

Lion Brand outdoor Wuhan direct branch company was formally established recently. The first store was officially opened. Next, some street shops will be unveiled.

In Inner Mongolia, St. Valentine also opened dozens of stores in one breath.

In the past two years, faced with the high cost of opening stores,

Outdoor brand roundabout leverages the market through the shopping mall channels, and quickly occupies a place in the domestic outdoor industry. Now they are spreading the monopoly outlets. What is the purpose of it? Is shopping mall and proprietary market able to keep pace with each other and become the double driving carriage of Jinjiang outdoor brand channel?

According to the insiders, the monopoly system will not only help the brand to have better pricing autonomy, stabilize the retail price system, but also promote the final performance of the enterprise's commodity planning and brand terminals. In the long run, these will become the ultimate form of outdoor brand channel.

Building a monopoly system in an all-round way

With the advent of Tianlun Tian, lion brand outdoor and St. Valentine's orders, some new strategies have been disclosed, and there are no different points of view on the franchised system.

What is the reason for almost all outdoor brands to change their channel strategy and tend to be franchised stores?

Ma Defeng, deputy general manager of Jinjiang hundred years strong industry and Trade Co., Ltd., told reporters that in the initial stage of brand development, limited by brand awareness and financial pressure, many outdoor brands chose shopping malls as shortcuts to open up sales and market awareness in order to gain market development speed.

With the arrival of shopping malls, a series of problems have surfaced, especially the high price of shopping malls and public relations.

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"Shopping centers do promotions on May 1, national day and other festivals. We can only earn money for the mall and run the quantity."

Xu Tengda said, for example, the price of a pair of trousers is 30 yuan, and the selling price is 100 yuan in the exclusive store. After removing the operating costs such as rent, decoration, labor and so on, Tianlun agent or retailer can still have about 50 yuan. But in the shopping malls and shopping malls, most of the profits have been extracted, and they have little profit, and now they are faced with the pressure of withdrawing or underwriting the poor performance. They can only raise the retail price to offset this part of the related expenses, which is extremely unfavorable to the stability of the brand retail price system.

But if enterprises choose monopoly system and have more independent pricing power, in the long run, the pition to monopoly system is imperative.

Of course, Ma Defeng believes that doing shopping malls is more likely to accumulate channel resources and strengthen brand appeal, while franchised stores pay more attention to the integration of brand overall merchandising and retail management system.

Now, after several years of precipitation and development, these outdoor brands basically have the effective organization ability of the monopoly system, including product system, terminal display training system and so on.

"In the past, we did not have such a wide range of products to support a store. The outdoor products were all gray and green. But now the Tianlun brand is mature, the products are recognized, the products are beautiful, and there are special teams in charge of display, so it's time to speed up the opening of stores," Xu Tengda said.

The advantages of shopping centres are not abandoned.

Although the high-profile entry into the monopoly system, but for the outdoor brand in Jinjiang, the inherent advantages of the mall can not be discarded.

On the ten day, after running more than 10000 kilometers, Xu Rongsheng, the general manager of Lion Brand outdoor products Co., ran across a province in Gansu. In Yinchuan, Lanzhou, Tianshui and so on, there was a shopping mall almost every more than 300 kilometers.

In fact, not only in Gansu, but also in Northeast, northwest and many other provinces, hundreds of Lion Brand outdoor shopping malls are thrived, and the annual sales volume of over one million shopping malls has been developing from almost a handful to two or three cities.

"Once we enter the outdoor area of the mall, our brand will always be a neighbor with NORTHFACE and Columbia's international brands, and it will play a positive role in promoting brand awareness and sales volume on the platform of big money."

Xu Rongsheng said.

As a matter of fact, as early as the lions entered the shopping mall outdoors, local Saint Forrest and Tian Lun Tian had already begun to use all kinds of means to open up shopping malls. Shopping malls had become the main form of their channels and played an important role in rapidly occupying the domestic outdoor market share.

Xu Tengda concluded in a sentence that the shopping mall channel is the springboard of Jinjiang outdoor brand horse racing enclosure.

For outdoor brands in Jinjiang, such an important position can not be easily thrown away.

Channel game is about to start

As a matter of fact, as Ma Defeng said, the two different channels of shopping mall and monopoly have different emphasis. They will play different roles in different stages of brand development. However, he has repeatedly stressed that although shopping malls and monopoly systems can complement each other at a certain stage, they will be in a game in most cases.

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"Whether it is a shopping mall channel or a monopoly system, in the future, enterprises are bound to focus only on one of the models, which will be closely related to the strategic positioning of enterprises and brands. The enterprises should make corresponding adjustments with the development of different stages, and the outdoor brands in Jinjiang are in the process of adjustment."

Ma Defeng said.

In this regard, Xiamen Yuan Xin Chong Asian brand management Co., Ltd. Liu Zhishen acknowledged.

Liu Zhishen believes that the mode of direct sale to consumers is the ultimate trend of brand development. Only by cutting more intermediate links, can enterprises and brands gain more profits. However, the brand of Jinjiang still has a long way to go.

At present, the outdoor brand is just the pition stage from the shopping mall channel to the monopoly system, which puts forward higher requirements for the terminal retail management system and commodity system of the enterprise and the brand itself.

"Every brand should have a clear understanding of its own positioning and choose a suitable channel mode. Do not follow suit! For example, as well as the well known Mu Lin Sen, everyone knows that his store channel is doing very well, but after the extension of the monopoly system, it is not successful. The different price system of the shopping mall and the monopoly system has affected the brand's awareness in the minds of consumers."

An anonymous source also said.