Marketing Skills Of Footwear Brands

What the competitors are doing and how to get competitive intelligence is a problem that every entrepreneur attaches great importance to. For small and medium-sized enterprises, the simplest and most effective way is to "go to the terminal". Enterprises must have terminal to industry. Marketing Visit, study the terminal performance of competitors, and make good use of terminal dialysis five step method.

　　 Step one: structure check

Every sales and marketing staff should be aware of the formation of their competitors in the area.

1. "which area is heavily guarded?" In the region market, which area sells well? How big is the radiation area of the operating terminal?

2. what is the distribution of "small strongholds and large forts"? What is the proportion of sales terminals such as restaurants and hypermarkets? What are the terminal types of competing products?

3. "attack sequence". What is the competitive strategy of competitors from time sequence?

4. "weak points". There will be weak links in any market layout. It is possible to find potential market opportunities by visiting the strategic weaknesses of competitors.

　 The second step: sensory cognition.

Take yourself as a consumer to observe how competing products attract, impress consumers, and ultimately conclude business.

1. visual channel. Competing products What ads are occupied by the terminal, what is the position of the ad position relative to the trend of the people and the height of the line of sight? How large is the advertising area and how is the display of the competition shelves?

2. the overall atmosphere. What is the consumption climate of terminal shelves or business terminals? Viewing terminal from a consumer's perspective rather than competition perspective enables them to know more about how competing products are sold.

　 The third step: interactive experience.

We should take an active part in the interactive activities of competing products at the terminal, especially with the shopping guide, and understand what the corresponding selling language is.

　　 The fourth step: customer observation

Observing consumers is the best way to explore and study competing products, including:

1. buying groups. What are the main buying groups of competing products and how are they different from their own consumption groups?

2. behavioral characteristics. What is the distribution of product purchase periods? Is there a concept of core sales day or core sales period? Is it mainly bulk purchase or single purchase among consumers?

3. strange consumers. When terminal observation, whether there are some consumers who are different from the commonly perceived consumers. For example, men who buy Women's products, young people for health massage, etc.

　 The fifth step: regular tracking.

With the ever-changing market environment, the competitive terminal strategy will inevitably show a certain change. If the enterprises want to know the market trend of the competing products, we must do the work of the terminal market at regular and fixed frequencies.

　　 Footwear brand Enterprises should understand and apply the "terminal dialysis five step method", learn to understand what competitors are doing from the terminal, so as to master a marketing technology of "spotting the leopard" and make it easier to win in a competitive market.