Two Or Three Line Cities Desire To Buy High, Sales Brand Positioning Becomes The Key

The core tip: Mr. A, the brand agent of Shandong, is busy every time he goes to market. He goes out in person and pulls a car shoe to the fair.

And every time such a salesman sells shoes, they are brilliant: they can return empty cars in half a day.

This year, the agents of Jin shoe enterprises began to try to "sit Jia" to become "merchants": they did not open stores, but sold shoes in streets and streets.

This mode reflects the problems of Jinjiang shoe brand stores and stores, and the benefits are obvious.

In the industry view, this business mode or fear of damage.

But for Jinjiang SMEs, whether it is "brand" or "survive" is always an important problem.

"Selling shoes and selling shoes, A brand's latest season shoes."

In the 15th day of the seventh month of the Chinese lunar calendar, it happened to be a village in Shandong province. Mr. Liu pulled the shoes full of tricycles for sale.

"Do not squeeze, do not squeeze, come one by one!" Mr. Liu had just arrived at the fair, and the shoes he had pulled were "mad" by people who went to market.

Mr. Liu had to stand on a tricycle and collect money while maintaining the order.

Of course, the success of this "going to market" campaign was brilliant. Only half a day later, Mr. Liu sold a whole car's shoes.

This can be heard in the words of Mr. Liu, who sells cabbage from the side. "Lao Liu, my car selling cabbage is rented for you to sell shoes. You can't sell this car shoes for half a day."

From the beginning of this year to the present, this kind of selling shoes will often appear in the northern market.

In fact, Mr. Liu's real identity is the excellent agent of Jinjiang A brand in Shandong province. At the two order meeting held this year, A brand will take his marketing method as a learning example for many agents.

And this time he tried to pull shoes to "go to market" is just a miniature of his "walking village string town".

Unlike the usual agents who open stores and counters, Mr. Liu no longer "sits at home and sells shoes" this year. Instead, he sells shoes to the door of every household.

"I hired a couple of people, pulling the shoes of a car in every village," so that every rural consumer can have the opportunity to buy our shoes.

In Mr. Liu's eyes, with the continuous improvement of people's living standards, the rural market still has great market potential.

"The shoes we sell are all around 100 yuan, which is not much different from the prices we sell online."

This way has also been supported by the A brand in Jinjiang: not only allow Mr. Liu to take out the latest season's shoes to "go to business", but also give certain subsidies on rental vehicles.

"This kind of marketing approach is closer to the life of the people and helps us go deep into the rural first-line market.

This year, the proportion of such agents will increase.

Mr. A, deputy director general of marketing management, told reporters that they have begun to try to promote this "business" way in the appropriate agents and markets.

"This year, we will try our best to promote this" business model ".

We will not only grant certain subsidies to the "dealers" agents in the rental of vehicles, but if our agents need them, our head office will also send people to train their dealers.

At the same time, we will try to sell some new products that have not yet been officially released.

Behind: stores, stores do not do well

As a matter of fact, there are also reasons behind A's brand changing.

"In this year, the whole

Growth is slowing down, and our life is not easy. "

Mr. Zhuang said, "not just me, our agents feel this way."

At the same time, stores and stores are not doing very well this year, and the pressure is huge. "

To this end, the A brand has been looking for a breakthrough in marketing since the beginning of the year. They believe that in the case of little difference with other product quality, only by changing the marketing mode, can the brand get a breakthrough and get a way out.

At this time, Mr. Liu's "going to the streets" into the rural market "fair" coincided with the time.

"Changing traders as merchants, go out to find customers who have not been excavated, do not wait for their time, but actively promote their own advantages.

This is the marketing method that we urgently need to advocate now. "

Mr. Zhuang told reporters, "the market is not waiting for it, but it has been grabbed."

I told agents that they wanted to spread their marketing, service and advantages to consumers and do what other brands did not expect.

The marketing mode of traders and dealers has become a breakthrough in our philosophy.

For this reason, Mr. Zhuang calculated the accounts for journalists: "travelling salesmen" only need one car, one who drives and calls, and basically no inventory pressure.

The "franchised store" not only needs a large number of products, but also needs to invest a lot of money in rent, utilities, shelves, decoration and so on. At the same time, there are a few more, and more than ten employees' labor cost investment also makes the agents overburdened.

"Only with personnel wages, the merchant mode can save more than 60% of the cost for agents."

Mr. Zhuang told reporters.

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On the other hand, this kind of "businessman" is in existence.

And inventory management also has certain advantages.

"This kind of dealer will not allow the agent to have too much inventory pressure. At the same time, unlike the net sales, the street vendors are directly facing the consumers, and lack many intermediate links. After a batch of goods are sold, they will soon be converted into cash and return to the head office. This is particularly valuable at the moment."

Mr. Zhuang said.

What's interesting is that Mr. Liu, who has been cited as a successful example, told reporters that he could not bear the pressure of rising store rents until he was forced to choose "businessmen".

"I used to open a store in a county-level city, but the rental price of lots of passenger traffic has been rising. Later, my day's running water is not enough for rent.

What about the rest of the stock? A friend of mine told me that it would be a good try to sell it in the market.

In the interview, Mr. Liu laughed and said he was "hit by mistake".

Brand positioning is the key

In fact, not everyone is optimistic about this way of "businessmen", the first thing to bear is the "brand" problem.

"What do you do to damage brand value? When your brand product price goes down, consumers are accustomed to your brand being a" bargains ". How do you raise the price in the future? Instead of raising the price, how do you solve the problem of increasing human capital? When talking about the business mode, the brand manager of the new era (Fujian) Sporting Goods Co., Ltd. Huang Jinyang immediately threw three questions to reporters.

But in the eyes of A brand, this is not a big problem.

"The positioning of our brand is originally in the three or four line market, which is the core of our positioning for the three or four line consumers and the products with the right price."

Mr. Zhuang said so.

As he said, A brand other agents' stores are mostly open in the three or four line towns, and take the route of "rural encircling the city".

"For those positioned in the middle and high-end brands, this positioning of" traders "will indeed greatly damage their brands.

However, for many small and medium-sized shoe companies, whether they are high-end brands or whether they can survive the current difficulties is important. They need to weigh them themselves.

When Mr. Zhuang said these words to reporters, he was somewhat helpless.

In actual combat faction

Guo Hanyao, a planning expert, seems that behind this business mode, it is best to have a fixed "shop" that can cover the scope of merchants, enhance brand trust and ensure the subsequent sales and long-term sales of brands, which is collectively referred to as "off store marketing".

"Off shop marketing" does not take traditional "shops" as the main battlefield, but instead takes the "shop" as the base, and changes the passive waiting "traders" as the "traveling salesmen" who take the initiative to improve the marketing efficiency and reduce the marketing cost.

Its core connotation can be attributed to the "solar system pattern" - the core of the sun and other planets around the sun.

The industry believes that this mode of business can also be converted into such a form: create a base in the regional market, occupy the commanding heights of the regional market, such as building flagship stores in the core area of the regional market, and then take the initiative to attack, a variety of marketing channels, a variety of channels, precise targeting consumers.