Where Is The Breakthrough Of Small Shoe Companies In The Olympic Year?

In recent years, several leading shoe brands have won a larger market share in China. They are rich in money, and have pushed small brands or miscellaneous cards to a corner that does not possess competitiveness by grabbing the channel. This momentum makes small shoes look forward to their efforts. Especially in recent years, the number of small shoe enterprises has been decreasing, and some bosses even have the mentality of doing business, which has greatly reduced the market attractiveness of big brands.

Where are the ideas for small businesses to break through and survive?

In those days, Wenzhou shoes were hardly able to compete with Shanghai shoes at the beginning of opening up the domestic market, and the business name should also be attached to Shanghai region.

Now the difference is that Wenzhou shoes can exert power on Shanghai. Some brands, such as AOKANG, have already been heard in Shanghai consumers. In the mainland, it can be said that Wenzhou shoes wear all over the city.

Any goal of becoming bigger and stronger is from an early age. Therefore, small shoe enterprises should not only become a new force, but also have ambitious ambition to do far away. Of course, in addition to the overall situation, we need to rely on tight industry. The alternative marketing idea in 2008 is also very important. The following are the details: 1.

Is that really true?

At present, a lot of strong brands have used the final number as an important indicator of brand success in order to turn the miscellaneous brand into a non competitive corner. In some cities, they have taken a multi street, multi product, multi store, multi City, multi City encirclement attack.

For this reason, this is not a brand operation of small shoe companies. In reality, for a small brand, it is difficult to build a leading edge for a small brand, because a city's leading shop strategy is the comprehensive strength, and small shoe enterprises do not have this advantage for the time being, so be careful to use it.

It is a large shoe enterprise. At present, whether it is Fujian sports category or Wenzhou leather shoes category, it runs the terminal market in the monopolized chain format. Many single store profit making behavior is difficult to form a balance with the comprehensive cost of the street store. The price of a good price shoe and the late season and the finished goods in a store is always difficult to integrate with its brand, and the deviation from the needs of loyal consumers and potential customers is often a major problem fission into more problems.

So the author puts forward a warning: don't let one street and many shops swallow up your profits!

Working for a landlord is better than working for a brand.

Just like a man can not marry all the women in the world, the value released by a brand to a shoe business circle is part of the market capacity. First of all, it depends on whether the increase in sales is greater than the rate of increase in cost.

Some people may ask: are Daphne, Anta, AOKANG and red dragonflies in the industry successful?

It is true that these enterprises have succeeded in opening stores. They have shops all over the country like the leaves on trees, but do not regard their deep foundation. The mature brands have already been possessed. But where are the roots of small businesses going?

This problem must be clear first.

2., the spleen is imposing, so small businesses will not survive.

In fact, small businesses are an indispensable complementary force in the footwear industry. BELLE has become a retail predator in the footwear market. Last year, through the listing, merger and acquisition, the nerve of the whole industry has been shaken. In the 2007 place, the boss of Wenzhou shoe enterprises began to be sensitive, and where the rival is, this answer is undoubtedly a challenge for Wenzhou shoe industry, which is relatively blank in the primary market.

Chain monopolization has brought Wenzhou shoe enterprises to the success of brand from a number of three tier markets in recent years. But why the one or two level market is still a road for Wenzhou shoes. When the H brand integration store shifts at half past three p.m., you can see the momentum of more than 20 shop attendants, but you must also know that the total cost of such a large number of people is no less than the 6 shops' rent of nearly about 2000000. This is almost a year's net profit for a small shoe enterprise, so monopoly is the tool for the footwear leading enterprises to scale, but it is by no means the only form for small shoe enterprises to succeed.

Small shoe companies need to survive, in addition to what we usually call OEM, we can create personalized product operation mode in the immature form of monopoly, and give play to a certain advantage to become a share of the market capacity of the city.

When the media reporters strongly shouted for several leading brands in the industry, these brands were in the game of money, talent digging, and "lion eating tiger". Is the era of "big fish eating small fish" really over?

I do not think so!

Because old enterprises always want to live and want to be strong and big; new ones are constantly emerging to excavate neglected market opportunities. If an industry is just a few leading actors on stage without supporting role, the industry will disappear sooner or later.

Only the main supplement will make the industry develop in an all-round way.

3. shoe marketing homogenization is not useless, but in imitation, it is true Kung Fu brand is built.

There is an old saying in China: only horse is looking forward.

Follow the boss of the industry, learn from and imitate the successful shoe enterprise mode, so that we will not lose our way.

But many successful shoe brand brands are not as strong as their brands, and their brands can not really clone their advantages, let alone the outsiders.

As a result, the successful experience of successful shoe companies has been brought to the forefront, often without their own personality, that is, their brand positioning is very vague.

In the homogenized market, enterprises have actually found a more competitive platform, that is, strong card as their competitors - ants fighting elephants.

In reality, there are many gaps in big brands, and the market only believes in the survival of the fittest.

It is not bad to do the old trees in the forest and make a new forest with vitality. Wenzhou people have a saying: rather do chicken heads than do phoenix tail.

Have the ambition to set up their brand personality, to accumulate regional brand market power, even if only to achieve one, and constantly cloned, cloned, re cloned!

The author thinks that it is a real effort to establish a regional brand in mold.

Wenzhou Yongjia county is a gathering place for shoes industry. It has successful brands such as AOKANG, red dragonfly and spider king. The successful mode of these brands has also led to the development of other shoe brands in Yongjia, including processing and manufacturing enterprises.

In recent years, we have seen that there are individual enterprises in the process of imitating successful enterprises, but also establishing a strong regional brand through their brand personality.

4. the main elements of the footwear industry in the future include listing, sports, business, internationalization, corporate culture, environmental protection and health. Are you mainstream?

Some ideas and avant-garde successful shoe companies are closely related to the sports elements brought about by the 2008 Beijing Olympic Games, not only from products or marketing, but also from leather shoes, not to mention Fujian's sports brand competition.

There are also international elements of the 2010 World Exposition, such as international business factors, cooperation with Italy brand and so on.

This is also unquestionable because mainstream elements easily occupy consumers' mental resources and have the right to speak in the market.

In the past few years, how many successful shoe companies have captured the mainstream elements in these years?

I think, for small businesses, seize the opportunity to do the first in the non mainstream, relatively speaking, it is also a master!

Y brand does not hang on the crown of the mainstream elements, but the anti industry trend. Starting from the foundation, it has set up a number of image shops in Guizhou, which is relatively weak in the market competition, and has competed with other big brands in Wenzhou. It has established the image and enhanced the confidence of the dealers in other counties and cities. It has become one of the fastest growing and most outstanding shoe brands in the world. It has attracted the provincial agents of Chengdu, Zhuzhou and Wuhan to come to Guiyang. The boss of the enterprise once said to the author, "the key is to let the agents see your strength. The strength of the sample market has a kind of leading power, so we should learn to clone it and drive it!" for example, Wenzhou.

5., go straight, run the battalion branch and open the battalion office.

Is it really effective?

Wenzhou shoes enterprises, whether big or small, who are the general managers of the branch offices of the enterprises, will enjoy high treatment and even exceed the department managers at headquarters.

This position is generally not expected. Some professional managers who want to develop can get this position through various relations or headhunting.

And the "political" contention within the branch has also existed for a long time, as follows: first, let the "industry edge" pool talents.

Those who come out of successful shoe enterprises are the first choice. Those who come out of these enterprises have their own experience in successful enterprises, and make their branches less effort and less detours in training and practical operation. Under the premise of identifying with the enterprise culture, they can instantly radiate their abilities and talents into the enterprise, and they can be alone in the management aspect, and can quickly enter the working state.

Two, let "geopolitical" become the strength of team.

The so-called "fat water" does not leave an outsider field. Employing the "geopolitics" will shorten the training time of loyal employees. Even if a branch of Wenzhou has a disciplinary problem, it can find his home, and outsiders will be more troubled.

The group of people in Wenzhou is relatively united, and the language (Wenzhou dialect) is basically the same, so it is easy to communicate and not to communicate with foreigners.

Dealing with some tough things will be done by "a good man and three gang".

Three, let a few people who are "loyal" to monitor their own disloyal employees, and eventually let these minority people "walk away" from their own people, that is, to trust relatives, friends and so on, so as to give full play to the cohesive force of the company. If a subsidiary is set up, the deputy general manager of the market will often have internal contradictions. If the deputy general manager in charge of the market has the ability again, he must obey it completely, that is, to adapt to the branch, rather than the branch to adapt to the deputy general, talented and loyal to the company.

In addition, the general manager of the branch must establish a good relationship with the local government and fellow chamber of Commerce, so as to facilitate the elimination of some public relations crises.

The establishment of a regional branch was originally designed to make the upstream concepts and strategic planning better achieve downstream radiation, so that the pace of cooperation between the branch and the group strategy appeared. The above results were all derived from the fact that the private enterprises in Wenzhou could not change their nature in terms of employment. That is to say, "operation office or branch management not only increases the larger cost, but also does not keep up with the management. The market risks such as bad inventory and arrears have always been forced to come to the industry.

In 2008, the freezing rain and snow that had not happened in the past 50 years brought heavy disasters to southern China, and reminded us to improve our ability to cope with risks.

The same is true for shoemaking industry. The pressure to survive and compete will have the ability of counter thinking, so as to activate the vitality of enterprise.

Through the above five points, the author rebounded the shoe industry marketing, aiming at not only raising the gas for small shoe enterprises, but also sharing ideas with small businesses in the way of thinking. At the same time, we should thank the industry's success and health strength, so that small shoe enterprises can make use of complementary advantages and keep pace with the times.