Shoe Industry "Terminal Is King" Behind The Thinking!

The retail terminal (referred to as the terminal, including physical shops and online stores, this article mainly talks about the entity store, Xia Wen Tong). At present, it is the key word of the enterprise development. It always hangs on the lips of the general manager of the enterprise, such as "terminal is king", "winning the terminal", "no network (terminal)", "no terminal has no brand" and so on. These very familiar words tell a competition that the era of the terminal advantage has been established.

To be a brand, of course, the terminal is indispensable. The output of brand value must be realized through effective formats. In the footwear industry, terminal stores are the most modern and quickest place to attract consumers' attention. For example, "one city, many stores" is a "group attack strategy" with a point to point, and it can also establish a brand's leading edge in one city.

Terminal is also a front-line window for corporate brand promotion. No matter it is visual or auditory, it will have an impact on customers who enter the store. This kind of publicity directly hits the target consumer group. If the repetition is shouted out, once the brand is promoted to the height of customer loyalty, the brand should succeed.

China is a large country with a population of 1 billion 300 million and has a vast territory. According to recent two years' data, the total number of cities in China is 661 (287 of which are prefecture level and above), and 2862 counties.

Therefore, China is not short of terminal space, but at present, there is a lack of sales terminals with well managed and first-class services. Shops operators make money and terminal management is mature. At that time, the advantages of terminals have become the advantages of enterprises.

But in the past few years, successful enterprises are limited and the terminals for making money are limited. The terminals that manage to earn money have a certain height, and management is often small and medium-sized enterprises can not cross a ridge.

Therefore, having terminals is not the advantage of enterprises.

That is, the terminal makes money, and the terminal advantage is not necessarily the ultimate advantage of the enterprise. It is only a relative advantage when an enterprise reaches a certain stage. It is only the advantage of a certain stage of the enterprise. The real advantage of the enterprise is its brand advantage.

Brand is the service process of cultivating the consumers' mental resources steadfastly. It embodies the core competitiveness of enterprises and the taste and value of products. The process of top-ranking brand building is the process of stimulating and releasing all the advantages of enterprises. The shaping of successful brands does not depend on several probabilistic terminal advantages. Brand strength is achieved through continuous improvement of the various factors of the integrity management of enterprises.

In the long period of time, some top 100 enterprises in the world have achieved their brand culture in a certain space with abundant resources. They have also formed a management concept attached to this brand culture. Compared with some international brands in Europe and America, the brand behind the Chinese enterprises has many manifestations: insufficient management, poor market development, too many excesses, and so on. This requires Chinese enterprises to absorb some of the essence of their market operation, internal management and management, and combine with the reality of the Chinese mainland, continue to make stronger and bigger Chinese national brands, so as to seize the international market and build world-class brand names with the management strength of Chinese characteristics. Brand is a kind of culture that corresponds to consumers. The formation of culture needs time and space factors.

The advantages of enterprises need to be managed for a long time. The terminal is only one of the factors of marketing From EMKT.com.cn combination. Besides the fact that it can not be separated from other marketing mix factors, the advantages of the terminal are stage and relative. In fact, the product and price will also form the advantages of a certain period in the different stages of development of the industry and enterprise, but practice proves that they are only temporary.

There are several historical cases of shoe terminal failure. It is worth our reflection: 1. The footwear industry of Li Zhongwen, the owner of a famous footwear chain enterprise, overexerts the advantages of the terminal, and ultimately can not avoid the end of collapse. This shows the serious lack of enterprise management behind the "terminal is King".

2. A tax evasion scandal occurred in a shoe industry chain in some province. Before the incident, the enterprise was full of advantages by its chain terminal. However, it ignored the disadvantages behind the terminal advantages of enterprises, ignored the more important continuation factors in the development process of enterprises, and finally led to the crisis of enterprises.

3, in early twenty-first Century, shoe monopolization blindly followed suit, resulting in homogenization competition. Some shoe companies were in a "vicious circle" in the development of enterprises, and the so-called terminal advantages did not become the advantages of these imitation companies.

This shows that the terminal can be copied, but the profitability of shops is not enough. This needs to be achieved through continuous and effective management.

The terminal failure case tells us that the role of terminal advantage is limited and relative, and the things beyond the terminal can not be ignored. It is often an effective factor for the terminal advantage to continue.

Terminal is only a place where the brand resources are exported. But how many enterprises outside the terminal have to think about it and reflect on it?

In fact, many terminals that earn a lot of money, at the same time, how many complaints and complaints arise from their terminals, are these enterprises actively resolved?

The brilliance of brand needs to grasp the overall standardized management process, not just short-term behavior.

Taking the terminal as a tool for enterprises to temporarily accumulate money, the advantages of enterprises will not last long.

Some successful shoe companies claim that they own 3000 of the retail terminals. Is that not the terminal advantage?

But many shoe brands are hard to enter the first tier market in China.

This is not only the breakthrough of the two word "terminal".

Therefore, brand advantage is the advantage of enterprises, and the advantage of terminal is only a beginning. Management is always an unavoidable topic in the development of enterprises. Management is the two feet of a brand, management is promoted, service will be strengthened, brand will be recognized by consumers, and reputation will be formed without management. The terminal is just a "virtual shell". Besides, management is permeated in all aspects of enterprise operation. It is very difficult for ordinary enterprises to keep pace with the times. In the face of management, Chinese enterprises are still on the road.

Finally, I would like to dedicate this article to the boss and marketer who shouted "terminal is king" and "terminal advantage" every day. Behind the terminal, there are always variables of crisis. Behind the brand, management and profit, remember: don't let the terminal become the end of enterprise development.

Welcome to discuss your views and opinions with the author. E-mail: cn3steps@126.com