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Footwear Market Position Is The Guarantee Of Successful Shoe Industry Regional Market.

2013/3/23 16:49:00 35

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Footwear Market Footwear Brand Footwear Product Marketing Strategy

Market position is the power of integration, normalization and focus. It is a symbol of wealth and a guarantee of market share. It is a successful prerequisite for transformation and a positive pursuit of industry leaders.
 successful marketing war is a battle to create market position. Whoever wins the position will mark the brand's forward position in marketing, from a business circle to a city, from one region to all parts of the country, and even to the world. 
 here, let's talk about how to make a regional market better than < a href= "http://www.91se91.com/news/index_z.asp >" shoes < /a > brand. To win the market position, a brand must first strive for the market hinterland. The core area is a brand's hinterland strategic pass. Only by building the hinterland well and setting up an indestructible position, can the South attack and the North attack, the East and West attack, and everything can be grasped. 
The same as P, if the hinterland is conquered by the enemy, it will not be far away from death. In history, Guan Yu lost Jingzhou, the Shu army defeated Yiling, and Ma Ma fell to the Street Pavilion. Next, Zhu Geliang's Northern Expedition ended in failure. This shows how important the hinterland is. Marketing is also the same, to attack the lower abdomen, to win the market position, including enriching the status of some links and processes. 
 a brand has the status, can successfully squeeze out the weaker players in the industry, seize more market share, and push the industry forward. 
 the main strategic content of the successful planning of terminal status is: terminal wins, status is king. 
 > a href= "http://www.91se91.com/news/index_q.asp" > shoes and clothing < /a > industry, everyone wants to open shop, opponents consider business district, we have to consider the lot; when the opponent considers lots, we will consider the strategic image or set up a branch to establish a market position. In recent years, there have been some different things in the process of promoting franchised stores in the process of competition. The author thinks that from improvement to change, from perfection to subversion, is a breakthrough process from quantitative change to qualitative change. 
 the author has experienced many tests of market variables, knowing that to seize a market position means a successful case of creation and marketing. After that, from creation to reproduction, from reproduction to creation, creativity is always an invariable factor to adapt to change. 
With the status of regional market, enterprises will have the strength and conditions to go to the fast lane of capital expansion and conform to the development trend of international first-class brands. 
, therefore, the position of regional market is often unable to be sought. To seize the position of the regional hinterland is a marketing strategy, and the strategic success is the status. 
 but in the regional market, many brands are sprinting. Why are there few winners? Because they have not found the core elements to pry the regional market. The author thinks that it is outstanding to make the most important content different from others. 
 this article explains the secret behind you from the successful case of a shoe brand Sichuan core area. 
 the current situation of a brand Sichuan market is very bad: first, there is no real big shop; two, the strength of dealers is not enough; three, products do not futures; four, provincial investment diversification, capital dispersion; five, large market input costs, limited company support; six, the implementation of the province is husband and wife stall wholesale; seven, bosses worry about everything, do not dare to authorize; and so on. 
 Lao Wu is a brand marketing manager stationed in the Sichuan area. At the very beginning, it encountered various difficulties: the wages of the employees of the branch company were paid by the provincial generation; the money was the boss, and no one could control the stubbornness of the boss; the following team only listened to the boss, and the people sent by the company were regarded as "outsiders". If we want to be bigger and stronger, we will not be able to invest. We must invest in money. Instead, we should be more suspicious and have no authority on professional managers. In view of the company's policy restrictions on the market, he naturally does not want to pay for it alone. {page_break} 
 .
 , then how does Lao Wu shoulder the mission of the head office to pry the "one side heaven and earth"? 
 1. to create a combat team, /p >
 employees' mindset is "hidden" by some negative habits and work experience, and their intrinsic potential is often not excavated. Only creation can change this habit. How to motivate employees' professional passion is to train them in a new difficult process and give them a learning platform. Only by doing this repeatedly and persistently can we inspire the team's spirit of innovation. Using militarized team experience to create the core level of a company's quality, no one in the world is "omnipotent". Only the "strengths" are the most valuable. Just like "everyone ooding a big ship", the strength of one plus ten, ten plus 100, to the "strong person qualitative change" process is a status symbol. 
 > therefore, team building is related to the quality and long-term development of the market. Therefore, Lao Wu recruited 2 new managers (a sales management manager, a South Sichuan film marketing manager) from the headquarters of the Wenzhou company and stationed in Sichuan. In the work of assisting the provincial authorities, Lao Wu emphasized the direction of quality. The change of quantity was assigned to the head of the Department to carry out the work, so that the following people could travel more, including logistics, and the terminal market, so that they could help them grow. This will not only keep the new employees, but also prevent the generation of factions within the company. Otherwise, the whole team will block the development of the Chengdu office like a loose sand, and the consequences will be unthinkable. 
 2. acts as the harmonious Ambassador of the head office /p >
 the contradiction between headquarters and the total generation is also common. This contradiction has led to the joint attack of the various factions on Lao Wu, and even hurt Lao Wu's heart at some time. Lao Wu did not forget that he was sent by the head office to assist Sichuan Province in carrying out the work of the Chengdu office. The manager and the Chengdu branch always reminded him that they should be careful in their work and set a solid example. They should set an example and assist the chief generation in implementing the sales policy of the company. 
 we see that the brand name of "a href=" http://sjfzxm.com/DESIGN/designer/index.asp "shoes and clothing industry > /a" has not been absolutely leading in every region of the country, but they have made the eldest in the regional hinterland, and have achieved their popularity and reputation in the country and even internationally. 
 3. using 10 years of marketing experience to create a case of serving people /p >
 if we want to make achievements in Chengdu office, we must create unprecedented success cases in Sichuan area and produce the "first effect". Lao Wu, who has 10 years' marketing base of shoes and clothing, believes that we must create a successful starting point from all aspects of marketing mix so as to focus on displaying our marketing skills for many years. 
 D County case: K always owns a single store in the most prosperous commercial area a a lot. In 2009, it again opened second branches at the corner of the most prosperous commercial street intersection. There is a leisure activity square next to the two store, which is the largest place for people to flow in D county. Due to the popularity of the gathering, 120 pairs of shoes were sold on the opening day, and the hot sales scene lasted for many days. Later, Lao Wu constantly helped K to promote product mix, brand image and staff training. D County K took the black horse's posture as the front line of local footwear dealers in a short span of 2 years. Now it has become the only distributor of the brand sales and image of Sichuan, and its purchase volume exceeds 2 million yuan. The core element of the success of K owes to Lao Wu's assistance in Sichuan's location and tracking in the past two years in the D county and the timing of the situation. It helps K always "manage carefully" in terms of management, keep pace with the times in image and strive for excellence in service. The case of D county has become the most successful model of Sichuan brand. Now it has been copied to the counties and cities of southern Sichuan and Northern Sichuan, and has become the terminal operation direction of Sichuan region. It also laid the foundation for Sichuan to open its own store and enter the prefecture level city. Lao Wu made a one year plan for the project management of promotional activities. He grasped the overall situation, and the facts were more eloquent. His approach enabled employees to see the prospect of the Sichuan market, and they felt that they had a sense of achievement in leaving the province to realize the upgrading of the regional market. 
 4. terminal planning and execution 
 regional fragmentation does not require the province to blossom all over the place. As long as a store of 15 or more stores exceeds 2 million yuan, the advantage of the whole region is easy to form. Lao Wu succeeded in implementing these elements in the digital planning of "15 trump shops", which not only reduced the difficulty, but also gathered the advantages, enhanced the status by opening the branch stores, or robbed the competitors to establish the market position in the local market. Under these conditions, the market extension effect of Sichuan area has been rapidly formed, that is, winning the terminal, leading the business circle, the reputation area, and even the famous country. {page_break} 
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 5. provides "door-to-door" synergy service 
 the market is always changing. The real market competition is very cruel. Only by continuous learning can we make progress and enhance our competitiveness. Training is to give customers the best benefits. Lao Wu has moved the training to stores, through continuous training, learning and interactive sharing, so as to achieve continuous progress and continuous innovation of distributors and direct stores. 
 in the process of door-to-door sales, Lao Wu carries out the training plan. In the process of learning, he strives to use the classic case to solve problems vividly, and combines theory with practice to analyze professional knowledge in a simple way. There are many interactive links in the whole learning process. This not only combs the idea of distributors, broadens the vision of shopkeeper and guide buyers, but also solves the problems encountered by people in the process of running shops, so that frontline staff can clearly understand the importance of opening up large stores and big brands, and realize the importance of employing people and have more experience in ordering products. Lao Wu also requires lectures to be in line with actual combat, closer to people's heart, and closer to terminal reality, such as "understanding people selling shoes" and so on, so that dealers can quickly learn what they learn and use them in practical operation. 
 practice has proved that the "sharing meal" brought by door-to-door training can effectively solve the needs of front-line market, improve the overall quality of dealers, and enhance the management ability of employees, giving customers more confidence. Customers also appreciate the learning opportunities provided by the branch to dealers and shopkeeper, and hope that the company will develop such training courses in the future. 
 6., sales volume is the hard truth. 
Less than P, Lao Wu knows that regional impulse can catch up with the competitors in the front. In the first year, according to the purchase amount of XX million yuan, the old Wu used the "traditional system and full innovation". There was no empty talk about "regional reform" without damaging the bottom of the provincial agents. During the "off-season" stage when advanced ideas were not introduced in time, Lao Wu made some preparations for the future change, so that the boss could see it, and then ready to go. 
Less than P, Kung Fu does not take the "Lao Wu" heart. So far, the purchase amount of XX million has been completed as scheduled, and some new contents that have been subverted to the original system have been produced. These new contents enable provincial agents to re recognize themselves and recognize others, and find out some new content's achievements in the market. After that, the provincial agent's recognition of new content no longer stays on the level of the original professional manager's "written theory", but enters the stage of real implementation. After more than a year of hard work, Lao Wu finally leveraged the regional market, and the Chengdu branch is preparing for the next year's higher goals. 
 > strong > 7. organization order will usher in the next year's "opening up" for the regional market.
In the beautiful city of Chengdu, P, July, a four star hotel held a Ten Year Celebration Gala. More than one hundred participants gathered in a uniform red T-shirt and reveled in the elegant atmosphere of the hotel. It was permeated with the glory and passion of the brand culture. Everyone drank a toast and drank the best of each other, sharing the happiness of the ten year celebration. Guests attending this celebration include top leaders, invited guests, brokers, regional agents and media reporters. In the course of the party, there were leaders' speeches, Thanksgiving speeches by the branch leaders, through the awarding and raffle links, and the large LED screens constantly switching scenes of the scene of joy, bringing the happy atmosphere of the party to a climax. 
"P > second days, we gathered together to start ordering, everyone praised, because this order will be rich in products, men's shoes are formal dress, leisure, advanced, women's shoes fashion, classic, beautiful, have been injected into the brand's fashion and joy elements, nearly a thousand of the autumn shoes style fresh baked. During the ordering period, because of the abundant products and many styles, the dealers' enthusiasm is quite high, and the confidence of the bigger and stronger brands is more sufficient. The orders will come down one day, and the dealers have excellently completed their respective orders. The total orders are as high as nearly one hundred thousand pairs, breaking the record of the orders in the past years. 
"P > the planning of the 10th anniversary celebration activities, Lao Wu carried out the integration of several aspects from the host's arrival, the assistance of the hotel side, the director of the performing arts company, the docking of the head office, the combination of trainers and the execution of the branch team, and created a high-level team summit to make the execution of the order meeting work smoothly. In this marketing conference, he first introduced the futures system, which opened a good foundation for the next year's marketing war, and laid a good foundation for future regional impulse and brand upgrading. 
 of course, there are many factors to success in prying up a regional market. This article only lists several key points. A professional manager, his contribution to the enterprise is to create successful cases in return and gratitude, and promote the enterprise's stage growth and regional breaking up, that is, after he started his own business, he will not regret his career in working for several years. He is worthy of the concern and training of the company leaders.