Focus Marketing Is The Secret Of Shoe Market.

Lotus Pond, Chengdu, 2012

The news of wholesale market moving to the international trade city is raging.

Who are the shoemaker to move out? Some strong brands moved out of the wholesale market in the early years, independent portal, set up a multifunctional integrated business area, and introduced a team of professional managers to concentrate on doing fine and strong monopoly business.

The wholesalers left behind have brought popularity to the Lotus Pond market but are also unfavourable to their own development.

Some of them are reluctant to be scattered, and are more unable to open their minds. Due to the involvement of multiple interests, they repeatedly look at the policies of the head office and the movement of the local government on the relocation of the shoe market in Lotus Pond to take care of the terminal market business.

Why is Lotus Pond's wholesalers facing the bustling passenger flow, the overall performance is not satisfactory? The reason is that the diversification of energy and diversity makes them seem to be out of business and in an awkward position.

To solve this problem, we need to focus on the atmosphere.

What is focus?

Case 1:

A brand HT has opened several stores in several local county-level markets, and some counties even have more than ten.

HT narrowing the scope, finding the right target, and gathering energy to many strong cards is also difficult to play an advantage.

This kind of making a mountain out of a molehill is a kind of focus.

Focusing on marketing has been talked about for several years in shoe industry. This view started from the weak area of the competitors. The tactic is to encircle the city with the rural areas and enlarge the county level market. The next step is to make the district a king, which is to make articles from a certain province and make a leading area. As the market goes deep into the terminal, that is, we usually point to the point. Since 2008, the shoe market has been relatively low. In order to better stabilize the market and strengthen the local market, we need to focus on the market.

This is the source of focus.

Focus must be on the atmosphere.

Case 2: a shoe brand H has nearly 50 self operated stores in the Third Ring Road of Chengdu, Sichuan province. H is enough atmosphere. This atmosphere is not the brand's own advocacy, but is embodied through actual combat. It is the outbreak of the strategy in its focus.

Successful focus needs a kind of spirit. This is the atmosphere. However, the lack of atmosphere in many areas causes the focus of the headquarters to be abandoned. At present, the steady growth of the market has become the investment idea for every shoe dealer to tide over the market difficulties. The focus of the atmosphere is the internal reason for the survival and development of the terminal.

The "atmosphere focus" refers to the win-win process of the brand operation Department and the agents and terminal operators when they operate the market. This requires the team's execution and coordination, not to the point, but to cooperate with each other in a comprehensive way.

The focus of the atmosphere needs common investment.

Case 3: a company wants to get the same support from the total generation in the area of rebate, rent subsidy, cabinet repair and advertising subsidy, while the total representative of the region tries to intercept the support ratio of the company, so as to compress the investment layer by layer, even if everyone's oral thinking is focused, the performance to the last market is weak.

Focus needs to be invested together, and we need to succeed together.

Market change is merciless, ignoring the rules of focus to operate the market, the final harvest of pain is itself.

At present, shoemaker generally lacks a kind of spirit of atmosphere. They are always discounted in execution. Eventually, the matter of the same origin has finally become a wrangle. When dealing with such a matter, the head office usually has to turn a blind eye and let go as long as there is no problem in the overall situation.

This has led to the generation rule of "relying on the big trees to enjoy the cool", and many of the black box operations have naturally taken place.

Small brands can also be atmospheric.

Some people say that only the big card can be the atmosphere, so that we can focus on the market in a thick and thick way. This is not a comprehensive understanding. The focus is to let the small cards be the atmosphere, so that small cards can also have the opportunity. If you don't implant the atmosphere, you will not get the chance. This is the charm of focus.

Case 4: on the market, the annual increase rate of many grade a ports is over 10%, reaching half the annual growth rate of the terminal performance of 20% (excluding other expenses).

The second line of a brand J through the focus of breakthrough, two stores in Y city to receive about 4000000 yuan annual purchase volume and about 7000000 yuan retail performance, with dark horse speed, create a "dark horse" performance, how did it do it?

The answer is: total generation and

Merchants jointly implant their superior resources.

First, easy and difficult, steady guidance: J brand marketing managers first establish common points with distributors, do the most basic things well, and then train and guide them, and then things will come to an end.

Two, from point to area, pressurize the palace: J brand takes the best example of the region, brings out the most outstanding distribution point, lets the dealer of Y city study, sets an example for them, also sets the goal of rushing achievement.

Three, respect for the store manager, more than rival: Y Wenzhou real leather strong card eyeing, in sales performance, you want to win the "quantity" need endurance and characteristics.

J specially asked the manager not only to have the sense of responsibility and ambition of the boss, but also to call the shop manager as the professional manager's name for the first time in Y City, so that the store manager has greater confidence to bring the following teams to the team, and every team member strictly demands himself to make his opponent's neglected place his highlight and catch up with his opponent.

Four, implantation incentive, competition salary: one shop and two shop competition, each shop is divided into two AB competitions, and the monthly total sales and the growth rate of the same period will be competed, so as to set up the salaries of shopkeeper and guide buyer, and form the focus of team morale.

Five, multi pronged approach, it is natural to import retail software to make management pparent, so that market managers can find problems and sum up experience in time, carry out scientific data management, import movable video equipment on shelves, attack advertisements on bus bodies, road signs and advertisements, and perfect the combination of big stores and many stores to maximize the advantages of products.

This multi dimension attracts customers and brings a lot of popularity.

The rent increases and the pfer fees are forced to increase. The salary of professional managers is rising. It seems that the cost is becoming more and more unequal. In fact, this is the necessity of recombining the rules of the market game, changing the market, survival of the fittest, shopping malls, such as battlefield, and eliminating the weak.