Wenzhou Shoe Industry Self Rescue Market

It is better to be preemptive than to be controlled by others.

Zhejiang Hunt

The company started from the Henan market with relatively mature conditions on its marketing territory, resumed the agency power of Henan market, and established the first self run subsidiary company, Zhengzhou shoes company.

From the agent's "cutting power and taking power" has its own difficulties.

But Shi Changjiang, general manager of Heng de Ke shoes industry, has no doubt: "if agents owe too much money, they will not invest in their own branch companies."

"In Wenzhou."

On the other hand, the "downstream enterprises" default on the "upstream business" payment is almost the usual practice: the agents default on the shoe factory's payment, and the shoe factory is in arrears with the suppliers of raw materials.

The famous shoe enterprises that implement chain stores are mostly not allowing agents to open their stores, which has already solved the problem of "triangle debts" better.

But relying on agents wholesale business to sell products to the market of small and medium-sized shoe factories, because sales channels are in the hands of agents, this means that if the agents do not sell your shoes, your shoes will be very difficult to enter the local market, so the sales channels are controlled by people, virtually for agents to default on the manufacturer's money to provide convenience.

The industry said that some of the agents at the provincial level, because of large inventory, and some stocks even have tens of thousands of pairs of shoes, "the arrears of manufacturers 12 million yuan, is not uncommon."

The more the agents owe the manufacturers, the higher the risk of the manufacturers.

Therefore, some shoe factories that have been able to fly alone in developing the market have become the best ones to set up their own branches.

Shi Changjiang affirmed that after the establishment of the self branch company, the business will expand more vigorously to the region and the supply of goods is far from the agent's comparison.

"After the successful opening of a company's own store, it can also be pferred to an agent.

Not only do companies earn money, but they also reduce the risk of agency opening. "

According to his introduction, after the establishment of the Zhengzhou branch of hunt shoes, 9 special stores and more than 20 private shops have been opened in more than 20 shopping malls in Henan.

Although self run is not omnipotent, many two or three types of shoe enterprises are very optimistic about the version upgrade of this marketing mode.

There are nearly 1000 sales outlets in the whole country. The shoe making technology is quite exquisite. The shoes of the king's shoes are the products exempt from inspection by the state, and the 20 provincial markets are all handled by agents at present.

However, the deputy chief of the company, Lu Haifeng, has clearly stated that the opening of its own branch has been incorporated into the company's strategic plan, and "intends to start pilot next year."

According to the briefing, the shoe industry is now planning to open its own branch.

Lu Haifeng said that there are two main tasks, one is research and operation mode, and the other is recruiting two troops.

In terms of mode, the recent footwear industry of Tai King Wang is interested in learning from Japan's Thai Footwear Industry and the footwear industry of Jie Hao, explaining the way of market expansion of these enterprises.

In terms of personnel reserves, Lu Haifeng said that one is recruiting directly from the local market, recruiting marketing managers who are familiar with the local footwear market operation and understanding the local consumer market; two, "digging people" and looking forward to joining the industry; three, training internal staff.

Lu Haifeng said that with the increasing production costs of shoemaking enterprises, conditional enterprises will surely increase the added value of products and brands by seeking upgrading and upgrading of marketing modes.

This is what Heng de Ke and other enterprises seek for channel change.

"But how to make the self operated branch company operate better than the agent, and how to have more room for development is a must for the enterprise."

The product "main attack" North China market's forest wolf shoe company, at present is also the agent wholesale road.

Zhou Yuelong, chairman of the forest wolf shoe industry, said that from the wholesale operation of the agent to the opening of its own branch, it is a leap for the small and medium-sized shoe factories, though it depends on the core competitiveness and the determination of the operation of the enterprises.

Management is the biggest problem.

Paul, general manager of the Thai shoe industry and chairman of the knight shoes industry of Jin Zhexin, believes that the small and medium-sized shoe factories have difficulty in managing their own businesses in the regional market.

First of all, it is difficult for the staff to manage.

The so-called "will not be affected by the fate of the outside", the marketing staff of the branch offices abroad are not very well managed.

We must make every effort to fulfill our duties.

Secondly, the cost is difficult to control.

It is difficult for enterprises to control the cost of operation and expense when they are operating away from the headquarters of the enterprise headquarters.

Therefore, Jin Zhexin said that the key to the operation of a self operated branch is the management.

Some people in the industry also pointed out that the right to recover the operation rights from agents is also very costly.

"At the end of the establishment of a self run branch, at least the agent's inventory must be eaten.

Not only that, but previously, the agents of individual enterprises were reluctant to hand over the sales network of their own hands to the enterprises, which almost caused the agents to seek the bloodshed of the business owners.