Shoe Enterprises Test Water Alliance Channel Mode

At present, joining the pfer camp is

The direction of development of most brands, however, is difficult and risky.

Perhaps, alliances are one of the ways to solve problems.

September 2012, Beijing Road, Guangzhou.

The franchised store is withdrawn, and the general agent of Dadong has quickly reproclaimed the store and made a straight shop.

The monthly rent is 420 thousand, the pfer fee is 750 thousand, and it is increased by 5% every year.

For the big east action, the industry is not optimistic: "now the shoe industry is sluggish, but also spend so much money to do Direct stores, plus wages, utilities, compensation."

Some people also said, "I also want to make brand promotion. I envy that big east has such a large direct shop. Unfortunately, I have no support and I dare not try it."

Yali mountain large Battalion

Indeed, for direct battalions, many agents want to love but dare not to love.

In recent years, many shoe brands have been expanding crazily, opening up direct stores, but many brands have been embarrassed by the same closing speed. The shoe industry has been born with a horrible word "direct shop".

Brand development to mature stage, to join, and vigorously develop direct camp is understandable.

However, for less mature brands, we need to be cautious.

Although direct stores can enhance brand image, the contribution of direct sales mode to sales performance can not be underestimated, but the real operation is difficult: the capital chain can not afford to support, manufacturers do not support, inventory crisis, shop choice is difficult, lack of operation team, decoration, rent, hydropower and other high costs, the impact of the sudden emergence of electricity providers and so on, agents face direct camp, want to love but can not afford to love, if the direct camp is the shoe industry's spring, before it will have to go through a long winter......

Is there any new way of pressure smaller before the maturity of the battalion?

Another industry alliance

Perhaps, jumping out of the barriers of joining and direct battalion can make another way.

For example, alliances.

The inter industry alliance is not a vertical relationship between upstream and downstream, but a horizontal cooperative relationship with mutual marketing and mutual benefit.

With the brand image and reputation of each other, we can draw more tourists from different ethnic groups to create a win-win market interest.

This concept has been put forward for a long time, and many brands have made a preliminary attempt.

In fact, if we can make good use of alliances? In fact, if we can dig deep in the selection of alliance objects and seek creativity, this will become an effective way to solve the problem of direct expansion cost of shoes industry.

During the "eleven" holiday, I went to a foot bath center in Dongguan and entered the hall. At the moment, there were two shops, woodpeckers and Li Lang on both sides of the gateway.

According to internal sources, the two shops in this rental shop operate, because most of these are male consumers with strong spending power. When they are bathing, they will go into the shop and have a good business.

Then, what industry can achieve perfect grafting with the shoe industry, and finally blossom and bear fruit?

The author believes that the industry with footwear industry needs to meet the following conditions: 1, two products will never conflict and complement each other; 2, customers will stay in the industry shop for a long time; 3, good soft environment is enough to attract customers; 4, the industry is best chain stores.

On this basis, highlighting the price advantage and sharing with the partners, with the help of the chain of the industry, once the pilot is successful, it can be quickly and comprehensively rolled out.

Recently, there are agents in Hainan and other regions try to do different trade alliance with chain barber shops. With the advantages of soft environment and long staying time, the business seems pretty good. This is a new way, and it is a reference for agents who want to try different industry alliances.