Brand Marketing Of Chinese Women'S Shoes Is Facing Unprecedented Challenges.

The market is sluggish, export orders have fallen sharply, single orders have shrunk, and average inventory turnover has increased. In the post crisis era, the brand marketing of Chinese women's shoes has faced unprecedented challenges. Facing the rising competition pressure, where is the way out for Chinese women's shoes?

A few days ago, China footwear brand observer Tan Ru in Shanghai, Wenzhou, Guangzhou The survey found that in the face of increasing stock pressure, some women's shoes brand marketing strives to transform and upgrade. It seems that "going to join" is the last straw for Chinese women's shoe brands to save themselves. At the end of 8 in 2012, more than a dozen franchisees gathered at Daphne headquarters in Shanghai to find answers for their "going to join". Daphne has also been pushed to the forefront of public opinion.

It is understood that, founded in 1987, Daphne relied on the "multi category, multi brand, multi-level, multi-channel" business strategy, relying on the franchise mode, Daphne brand quickly entered the market with the help of middlemen's sales channels, accelerated the channel development and enhanced brand awareness, and Daphne once occupied. Women's shoes industry A considerable proportion of the market share. However, with the growth of the market and the development of enterprises, the "joining mode" has exposed its disadvantages gradually.

On the one hand, the analysis of the "alliance mode" may cause disadvantages: "on the one hand, enterprises often use high rebates to attract middlemen, and middlemen have to increase the scale of purchase in order to get the highest point of the manufacturer's year-end. In fact, the products produced by the manufacturers are not sold into the consumer field but are sold to dealers through middlemen. Although they are sold at the same level, the goods are still not sold effectively in the hands of distributors or franchisees. The deposition of products will make the franchisee get a red eye. Just like encountering a bear market in the stock market, everyone wants to throw their goods away, so they will inevitably lead to goods distribution, arrears, and apportionment of fees to manufacturers." Tan Ru, an observer of China footwear industry, once made the best of the shoe industry in 2010. There is no doubt that the difficult mode of "joining the league" is not "one plus the spirit".

In order to facilitate the control, many women's shoes brand has grown up, in order to further establish brand image, strengthen enterprise management efficiency and reduce costs, began to increase the construction of Direct stores, and chose to "go to join". In September 2011, Daphne began to suspend national franchise. In November, some Daphne franchisees in Hunan received the letter of renewal of the contract no longer with the franchisee. According to Daphne's 2011 earnings report, as of the end of 2011, Daphne's direct store grew by 16.05%, and its franchised store grew by 7.21%, a decrease of nearly 17% from 25.5% over the previous year.

Daphne's "go to join" incident was in a great uproar, and was enforced by the franchisees' siege.

In fact, Daphne is not a lonely traveler on the road of "de franchising". Many famous brands have abandoned the "allies" who have made contributions to them after they used franchisees to expand the market. Lining, Semir, YOUNGOR and other domestic well-known shoes and clothing brands also began to change from "joining mode" to "direct battalion mode". On the surface, the transition from "franchise mode" to "direct battalion mode" is the way for shoes and clothing brands, but in fact, it is not.

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The brand of Indian heart bird is the brand of women's shoes that has risen recently. In the initial stage of development, the channel construction adopted the "joining mode". With the development of brand, Yin Xin bird brand explored a kind of "join + self run + share win mode".

Beginning in 2010, the Indian heart bird Brand Co operated with franchisees in Jiangsu to form a joint-stock Jiangsu branch. In order to promote the development of Jiangsu branch, in January 2011, the signing ceremony and brand development symposium of Indian bird brand spokesperson was held in Jiangsu. Jang Na Ra, a Korean movie star, has officially launched the new image spokesperson of the Indo bird brand, which has created a sensational effect in the region, making the brand of Indian heart bird rapidly improving.

At the end of 2011, the Indo bird brand began to sell itself in the Henan region, opening a direct store and exploring the "direct mode". According to Cao Zhifei, manager of Henan branch, through the exploration of nearly a year, the advantages of the Yin Xin bird store gradually emerged: first, the direct management of the company and centralized ordering, which avoided the defects of many single franchisees' orders, that is, "a single lot, but a small quantity", and adapted to the scale production. Two, the Indian bird has its own market dominance. The money of the branch can be allocated to the company's account on that day, and the capital turnover is fast. The three is seamless information docking, and the information on the market can be in the minds of policymakers on that day. Four, the team's professional quality, moral quality and image quality are improved rapidly. Efficient service teams can make consumers trust the brand. Five, from the price point of view, the direct operation eliminates the layers of price increase between manufacturers and agents, reducing the cost of sales, and the price is naturally much lower than that of the same quality products. Direct camp also provides consumers with a "experiential" and "one-stop" consumption mode.

Of course, at present, most of the market of India's heart bird market is "joining mode". India's heart bird calls it local conditions and regional autonomy. Yin Xin bird Henan branch is the only practitioner of the company's "direct battalion mode". Its development momentum is strong in 2012, and its proprietary store is growing constantly. The mode is still under exploration. It is reported that. The channel construction of Indo China has consistently adhered to the "win win values". It adheres to the principle of "mutual benefit, win-win cooperation, based on the present and future development". It strives to realize the "Trinity" of companies, franchisees and consumers and make joint profits.

According to Tan Ru, China footwear brand observer, today's China Women's Shoes The rapid development is not only the brand of women's shoes in Chengdu, but also the brand of women's shoes in Guangdong. The brand of women's shoes in Wenzhou is coming up. It's just that the brand of women's shoes has surged and intensified the competition among brands. In order to get rid of the pressure brought by competition and inventory, Daphne's brand of women's shoes has taken the action of "de franchising". Some women's shoes brands have followed suit and crowded onto the road of "going to join", which not only made the franchisee "very hurt", but also affected the brand's reputation. Tan Ru, a footwear brand observer, believes that some brands of women's shoes, like India's "heart bird", do not "go to join", but actively explore new profit models, such as India's heart bird "join mode + self mode + shareholding mode" multiple win mode, which may give women shoes brand marketing a new hope.