Experts Talk About The Ten Points For Attention In The Shoe Industry

Now, the discount of footwear industry is gradually attracting attention. This industry has been developing abroad for a long time, and it is also very standard.

As the world's shoe manufacturing base has been pferred to China, some small shops of "foreign trade shoe tail stores" have sprung up in some cities in the Pearl River Delta.

The real prospect of this industry lies in the chain management model on the premise of large-scale procurement and large-scale sales.

At present, a large scale professional discount shoe chain operation institution has been developed in China, and has been developing rapidly in the form of franchising.

However, investors must calm down before joining the alliance to avoid joining the shell company, resulting in investment failure.

Referring to the experience of foreign franchisees, we should generally inspect the company headquarters from the following ten aspects, and then decide whether to invest: first, to see if there are advantages in producing areas. When the "world factory" in Europe and America, the supply of discount shoes in Italy, France, Spain and other countries; when the "world factory" was pferred to Asia four small dragons in six and 70s, the sources of discount shoes were in Korea, Taiwan, Hongkong and Singapore; when China joined the WTO, the Pearl River Delta, with Guangzhou as the center, became the "world factory". At this time, the resources of discount shoes were in the "Pearl River Delta".

To make discount shoes, the source of goods is the lifeblood, and procurement is the core. If a company's headquarters does not have the advantage of producing areas, it is impossible to have sufficient supply of goods.

Two, look at the warehouse in foreign countries, a discount shoe operator's warehouse has at least 100 thousand pairs of shoes in stock, in order to meet the needs of one hundred or two hundred franchisees.

Therefore, before joining the investor, they must go to the warehouse of the operation company to check in person and count how many spot stocks he has.

It's also necessary to flip over in the warehouse to see the brand and material of the goods; sit down and see how many shoes he can collect every day and how many shoes he can send out.

There must be a small number of visits. Some investors do not want to go far or do not have the time to go to the warehouse.

It's really not possible. We must ask our local friends to check the warehouse for us.

Three, look at the price of 1. discount shoes have a very strong price advantage, but not as big as some operators say, a pair of shoes has its own value, it can not be as cheap as garbage.

Generally speaking, when the factory processes the invoice, it will be processed to the discount shoe operator in batches at half the cost.

If the operation company says that the price is too cheap, it will not be credible, knowing that there will be no free lunch.

2. when investors go to the discount shoes operation headquarters, pay attention to whether each pair of shoes is marked price, whether it is genuine leather.

It also depends on the price of his flat, the price of the warehouse and the price of the Internet. The three are not unified, whether it is pparent, and if the price of the headquarters is only cheap, but it is not clearly marked out, or the price marked is not the same as the price on the Internet, it is not normal. Investors should be careful.

3. when inspecting, we must look at the online price of the operation company, whether the leather, the quantity of goods, and whether the price is marked.

If he does not let you see the price of the Internet, even the shoes in the board room are not clearly marked, then no matter why he explains it for any reason, it is not a reason, it is doubtful!

Four, look at the professional shoe industry discount operation involves a very wide range, from procurement, logistics, distribution, after-sale, business guidance and other aspects of the requirements are very high, and even more specific than the brand operation is more complex, so when investors choose to operate headquarters, we must see whether the company is professional shoe discount, if the headquarters project is done more complex, this project is also done, that project is also done, it is very difficult to ensure professionalism, mostly just a short-term behavior of speculation, rather than down to do business, investors must be highly vigilant.

Nowadays, the business competition is very intense. It is great to do a deep job in the industry. For example, the red dragonfly and AOKANG can achieve tens of billions of scale a year. But over the past decade, they have been concentrating on making shoes and not making clothes or anything.

Five, look at the business guide shoe industry discount seems to be very simple, do a lot of details to do in place, such as site selection, decoration, display, distribution, after sales, promotion, warehousing, logistics, salesperson management, training and so on are very important, which requires a practical retail experience in order to have targeted guidance, the general books on the theoretical knowledge in the actual operation of the effect is not large, investors in choosing to join the headquarters, we must examine whether the headquarters has professional personnel in this field or really has the actual combat significance of the market guidance materials.

You can see whether the business guidance department has someone to help you answer some specific questions on business, or do you often publish and convey business guidance documents on the company's website.

Six, look at the policy footwear industry discount industry from the operation headquarters, in fact, it is a small profit, specific to a pair of shoes is not much money, can only win by volume, profit space is mainly in the retail link.

So: 1, if there are too many and too high rebates in the operation of the headquarters policy, it can only be explained that its supply price is too high, the water content is too high, and the price is not in step, because only when the price difference is high can it return profits, which will cause the franchisee price to have no advantage at all.

Another possibility is that it does not fit the franchisee's goods, and the franchisee can not meet the rebate standard.

Therefore, investors should understand the truth of "wool on sheep" and not be fooled by the false policies of various high returns, instead of making money by selling shoes in a down-to-earth way.

If an affiliate policy designed by an operation company has many high decoration rebates, advertising rebates, stock returns and agency rebates, investors should be highly vigilant.

2, the discount industry, such as adopting the trapezoidal proxy mode with different supply price, is not in line with the international standard. The discount industry is directly from the headquarters to the franchisee, and there is no intermediate link to have the price advantage.

If the price of the headquarter is lower to the agent, the price of the franchisee will obviously increase, and the franchisee can not survive.

The successful experience of foreign countries is that the supply price of franchisees and agents is the same (in order to guarantee the lowest price supply in one step). The difference is that the agent is the exclusive right to open a place, while the franchisee is likely to develop a large number of headquarters in one place (for example, if the city is large enough).

Seven. To see registered trademarks, the relevant laws of the state expressly stipulate that franchising enterprises must have registered trademarks.

All registered trademarks can be R, while non registered trademarks can not be R.

A small R is very important. If there is no registered trademark, it means that headquarters has no basic business qualification to develop franchising, nor can it protect the basic rights and interests of himself and franchisees.

Another is the trademark "TM", which means that the trademark is being applied for registration, but it has not been formally approved. It is only a "Notice of acceptance of trademark registration" rather than a "trademark registration certificate".

This trademark is also unreliable: because a trademark should go through at least two and a half years from the application to the admissibility to the formal approval. During this period, as long as some people raise objections, the trademark will not be awarded.

Therefore, when inspecting headquarters, investors must see if they have a "registered trademark certificate" and check the original. They can not be deceived by the "trademark registration acceptance notice".

If there is no registered trademark, all operations and investments are useless. This is a vital link.

Eight, see whether we can get the approval of the professionals. Most of the entrepreneurs in this venture are new players who have never done business, or are amateurs.

When they look at a franchising project, they often can't see clearly the key point of a project. They only believe the one-sided statement of the operation headquarters unilaterally. This is very dangerous.

A truly mature project must stand the attention of the inner party.

So when investors choose a discount shoe operation headquarters, it is best to do a reference to the insiders of the shoe retail industry. They can see that if they say so, the chances of success are great.

Nine, look at the style of goods to see the goods when we want to pay attention to three points: 1, look at goods must go to the warehouse to see, the board room to see goods is not reliable, say, the goods in the board room does not necessarily represent the goods in the warehouse; 2, depends on the quality of goods in the warehouse (such as leather, brand) is consistent with the board room, you'd better buy a few pairs of shoes on the spot to return, this is very important; 3, domestic sales, export sales: from style to size, export shoes are difficult to adapt to domestic sales, this point is very clear.

Such as Russian style shoes, heels are high and thin, and the size is large, they can not be sold domestically; and, like Southeast Asian style shoes, the ornaments on the vamp are very complicated, and no one can accept them domestically.

This is very professional. Laymen are often keen on the name of "foreign trade shoes". Actually, discount shoes can only be found for domestic shoes, which are suitable for Chinese people. The export shoes look beautiful, and when they come back, they become hot hands.

Therefore, investors must see whether the goods at headquarters are suitable for domestic sale.

It is also very important for customers to visit the franchisees who have already started business and see how their business is and how to listen to their opinions. Ten

As long as investors can inspect the operation company from all ten aspects above, we can find a truly powerful headquarters to join the company so as to get an ideal return on investment.