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Dialogue: Market Situation And Sales Reality Of Shoe Industry

2013/4/9 15:54:00 57

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for BELLE, Daphne and other brands which are already well known in the market, slight changes in the market may not have a big impact on them. The annual sales volume of the market will also rise, because their consumer groups value the brand rather than the price. But for some brands whose brands are in a rising period, because of the fierce competition in their fields, consumers are more easily driven by price factors, and their brand loyalty is low.

in order to better show the true market situation of most shoe enterprises, we have chosen some manufacturers and agents who are in the period of brand rise to investigate and see how they live.

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market quotation, manufacturers say .

Zhang Yujin: Deputy General Manager of Gao Li Ke shoes,

Zhang Zhurong: outdoor marketing director of American lion brand

Cai Qianhong: Marketing Director of Zhejiang Liang Dian shoe industry

Xu Gaizheng: manager of marketing department of Zhejiang Dassault footwear industry

Zhang Lin: Marketing Director of Xiang Xiang Li Shoes Co., Ltd.

Ma Xiaoyu: executive vice president of Guangzhou suture leaf shoes

strong > Q1: what is the sales situation this year compared to last year? /p >

Zhang Yujin: this year's whole commercial retail format has great pressure.

As the new market in the domestic market, a href= "http://www.91se91.com/news/index_x.asp" > brand < /a >, we are also facing the pressure of slow growth in the industry.

Under the protection of precise positioning, strengthening the internal system, establishing KPI and making more rational layout of commodities, the sales terminals of this year have increased a bit compared with the same period last year.

Zhang Zhurong: in 2011, the lion brand outdoor increased nearly 300 exclusive counters, the total < a href= "http://www.91se91.com/news/index_x.asp" > Sales < /a > compared with the previous year, an increase of about 50%.

Compared with the same period last year, this year is more stable, because the outdoor industry attributes, sales peak season in the second half of the year (Qiu Dongji).

Cai Qianhong: in 2009, it sold 1 million 800 thousand pairs, 2 million 200 thousand pairs in 2010 and 3 million 200 thousand pairs in 2011.

In recent years, we have been developing steadily, and sales are good this year.

Zhang Lin: in the first quarter, the company's single shoes increased by 50% over the past year, and the sandal season reached 800 thousand pairs.

Xiang Xiang Li's strength is not in single shoes. In the spring of 2012, the company increased its development efforts, and set targets for agents, and later sales services. As a result, single shoes exceeded our expectations and increased significantly.

Ma Xiaoyu: this year, the sales of single shoes are almost the same as that of last year. The sandals are very good. This year's sandals are of good style and various colors. Now the customers make up a large amount of orders, and the order and the supplement are almost half of them.

Q2: what are the difficulties of the terminal at present? /p >

Zhang Yujin: at present, there is a common inventory problem in the shoe industry.

In the past few years, sports brand has occupied the market with quantity (quantity of goods, network quantity, etc.), but with the increase of operation cost and personnel cost, the pressure is increasing.

Many enterprises blindly replace the old ones with new ones. Their products are overstocking, too large inventory and too much capital, which naturally affects the growth of sales.

Zhang Zhurong: this year, local outdoor brands tend to be conservative in terminal stores, and they are doing well.

In the whole outdoor industry, the brands that have entered or are entering are facing increasing pressure. Since 2011, especially the sales of shoes products have slowed down.

Ma Xiaoyu: the problem of debt is rather cumbersome, not running on credit, but not on credit.

This year, we have standardized the credit policy, formulated the annual payment plan, signed the debt contract and the exclusive contract with the customers.

Xu Gaizheng: the cost of rent, personnel, goods and so on keeps rising, and profits and successes are difficult. Recruitment is difficult, talent training is difficult and difficult to keep, store operation standardization, process and institutionalization are difficult, and terminal marketing promotion is difficult to implement.

Zhang Lin: the terminal is relatively scattered, with a large quantity, but less quality and less controllable. Due to the large receivables, the cooperation between agents and retailers is in unhealthy condition. The brand with the shoe city as the main terminal is difficult to highlight the brand characteristics, and it is not feasible to blindly walk away from the shoe city, so that the bottleneck of channel development can be found.

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Q3: how to treat the current < a href= "http://www.91se91.com/news/index_x.asp" > macro sales < /a > weak? /p >

Xu Gaizheng: personally feel that the reasons for the weak sales are: 1, footwear export difficult to do, have fought for domestic sales, resulting in increased brand and goods, but the total consumption has not changed; 2, weather factors, temperature instability caused a large number of consumers have "improvised" mentality, from this year's sales of single shoes can be clearly seen; 3, products gradually subdivided, leather shoes can be substitutes for sports shoes, leather shoes, and these two alternatives are also facing the same great pressure.

However, the weakness of sales is a necessary condition after a sales peak. At the same time, it indicates the coming of the next sales peak. Only when the product development, combination, channel construction, brand promotion, inventory turnover and other aspects are done well, can the enterprise wait until the peak season.

Zhang Lin: the current weakness is only aimed at those enterprises that blindly build brands in the early stage. Enterprises that are purely product centered and flexible in products and pricing are not necessarily very weak.

Zhang Yujin: unlike the development of women's shoes and sports shoes, there are obvious echelons and leading brands. Casual men's shoes are still lacking in leading brands, and there are few high-end brands in local brands. Although the current sales are weak, the market space for casual men's shoes is still very large.

Zhang Zhurong: the environment is not good enough, and sales in the outdoor industry tend to be slow.

On the branding side, several forces are breaking up the outdoor cake. There are many outdoor brands such as Guangdong, Zhejiang, Jiangsu and Quanzhou in recent two years. Some other small manufacturers that attack the market at low prices have joined the competition.

From the consumers, the durability of outdoor shoes and clothing products makes the product consumption cycle fluctuate, affecting the overall sales growth, and the growth rate of consumers can not keep up with the speed of market brand growth.

Ma Xiaoyu: the macroeconomic environment has no great impact on our consumers and paction price and volume.

Shoes are necessities of life. We aim at mass consumption.

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strong > Q4: how can the brand fall into the "discount" whirlpool? /p >

Ma Xiaoyu: 1, do a good job in the market, whether the price is high or low price, according to the consumer, we will be in accordance with the consumer, we will conduct research in each region, and then determine the intensity of discount; 2, constantly improve the service level and brand added value, affect consumer perception, let it feel that our pricing and product matching, in the case of less discount, do VIP management, cultivate loyal customers; 3, management channels, fashion women's shoes should not be single channel, there are flagship stores, image stores, discount stores, and many other forms, discount shoes are placed in a specific channel sales, is conducive to maintaining the terminal image.

Cai Qianhong: the brand must recognize its current stage of development, not to rush ahead, but to push it forward step by step.

Discount is not a mistake. The key is to check the balance between net profit and sales volume. Daphne also often discounts, but its data analysis and profit analysis are very good.

Zhang Yujin: brand manufacturers should start with solving their own problems, including profit models, cost accounting and other existing problems, and improve their own network quality.

Zhang Zhurong: since the second half of 2011, the call for discount on terminal products has become increasingly fierce. Many local outdoor brands have begun to discount on new products and have entered a fierce price war.

It can be said that most brands are "forced to discount".

Brand manufacturers should "stand out" from the "local". They must get out of their own characteristics from the same local style so as to form loyal consumers belonging to their brands and get rid of casual consumption. Otherwise, price war is inevitable.

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Q5: how to carry out sales management and motivate agents to sell shoes? /p >

Cai Qianhong: the positioning of terminal channel mode should be clear, diagnosis and support should be made, not the same as in the whole country, and the market in different regions is different. Each customer's thinking and management methods are different. The support of the head office should not be the same.

To be a monopoly customer, we should help them organize their products, do well in their image, and cooperate with some publicity and gifts.

And scattered customers only need to plan the sales commission, so they will have enough enthusiasm.

Xu Gaizheng: increase the sales incentive amount; give the agent an order Award; commend the special outstanding agents; set up several key benchmarking markets in the whole country, give strong support; give good support to the agents who perform well.

Zhang Lin: under the current economic environment, the investment environment is rather complicated. On the one hand, we must strengthen the profitability of the brand itself, and on the other hand, we should mobilize the enthusiasm of agents and retailers through sales incentives.

We mainly set up regional benchmarking so that customers can learn from each other and compete with each other.

Ma Xiaoyu: rely on the system to mobilize.

1, for example, orders for each pair of shoes can be less than 2 yuan, return to each pair of shoes plus 1 yuan, encourage customers to boldly order, prepare products, so as not to miss a good sales season; 2, do the development plan of the leader of the branch, so that they are consistent with the head office's goals, consistent with action; 3, cooperate with agents to do a good job in sales plan and training plan, through visits and learning interaction, to help agents solve the current problems.

Not long ago, we just made a market sweep. We went to seven provinces in 10 days. We learned more about terminals and service terminals.

Q6: what are the measures to improve the performance of single store? /p >

Zhang Yujin: it is suggested that "eat less and eat more" in order.

For example, some local casual men's shoes will be put into production in Guangdong. In particular, data needs to be supported to predict new products so as to ensure the delivery cycle, because manufacturers have other customers.

At the same time, orders must be carried out in batches so that inventory can be effectively managed.

In addition, the promotion of internal management, staff sales and other aspects is also the focus of the company's control.

Cai Qianhong: on the one hand is to enhance the image of the terminal, on the other hand is to divide the customer, each agent should select his class a customer, and focus on management. For example, the agent in Guangzhou has more than 500 customers below, one of which has low customer loyalty and must be cut down.

Xu Gaizheng: optimize product mix, improve terminal service level, enhance store operation capability, speed up turnover of goods, and achieve early listing, early discount and early processing of stores.

Ma Xiaoyu: the PK mechanism is implanted, and PK is divided into several indicators, and a clear reward and punishment measure is made.

Q7: how about the terminal store rent and personnel cost increase? /p >

Zhang Yujin: in 2011, the rise of personnel costs and rents made great pressure on enterprises.

Shopping malls will shift the upward cost to the brand.

For brands, channel costs are rising.

Zhang Zhurong: this year, the company has a certain percentage of improvement in personnel remuneration, including the wage increase of workshop workers above 20%. Before the technical workers did not keep the bottom, there was a guarantee system this year.

Although we do not have direct stores, we know from customers that their store managers, shopping guides and warehouse personnel costs have gone up.

Xu Gaizheng: shops and personnel increased by about 20%. The base salary of a department store in Shijiazhuang has risen from 1000 yuan to 1200 yuan, and the Commission has also been adjusted. Our annual rent in new Wanbao store in Shijiazhuang has risen from 100 thousand to 120 thousand.

Ma Xiaoyu: store rentals and personnel cost increases are common to all of us. This requires us to make a good prediction before opening a shop. We all have a balance sheet, clear the purpose of opening a shop, and do a good job in training before opening stores.

strong > Q8: what promotions have been made or are prepared to promote sales? /p >

Zhang Zhurong: 1, part of the < a href= "http://www.91se91.com/news/index_x.asp" > Image > /a > poor profit margin of the network to carry out assessment and rectification; 2, use the shadow painting culture with the promotion of the sand painting and "I will always love you" micro film shooting, narrow the distance from the consumer, constantly enhance the brand image; 3, strengthen the terminal operation ability, standardize the terminal operation system; 4, implement the management mode of "school + army + family" in the company, organize employees to participate in external training, educate and retain people, truly promote the execution of enterprises.

Xu Gaizheng: Internal: advance the annual promotion plan and sales promotion support plan, formulate the terminal image promotion plan, advertising plan, material input plan; external: the new shop plan is divided, the existing sales outlets promotion strategy, increase the terminal small announcement investment.

Zhang Lin: internal combing supply chain system, placing order mode, building sales force; enhancing brand publicity, using brand container to enhance terminal image and strengthening agent support.

sales, agents say "/strong > "

Zhang Dong: manager of Shenyang branch, Zhuo Shi Ni, /p.

Sun Haili: general manager of Taiwan Red Dragonfly Sichuan branch,

Wang Huiqiang: manager of operation Office of Nanchang office, "/p".

Zhou Shengzhi: Kaga Li brand Chengdu agent

Q1: at present, how is the terminal sale this year? /p >

Zhang Dong: sales were affected by the weather at the beginning of this year.

Sun Haili: with the listing of single shoes this year, sales have become a concern of many businessmen. The temperature has been hot and cold in recent years. The sales of single shoes have increased by 10% over 11 years, and the increase is not very large.

Zhou Shengzhi: this year's spring single season because of seasonal weather factors, the sales situation of the whole industry is not very ideal. Sandals are good. Panxi district is the first to go public. Last year it sold more than 7000 pairs, and this year sales are expected to be around 11000 pairs or 5 stores.

The same period increased by 57%.

Wang Huiqiang: due to weather and team adjustment, the first quarter of this year increased by 14% compared with the same period last year.

Q2: what are the main obstacles to the sale of shoes? /p >

Sun Haili: 1, the product homogenization is serious, does not have its own brand characteristics; 2, with the development of the economy, raw material prices continue to increase, resulting in a large increase in product sales prices; 3, terminal dealers really know how to do retail sales.

The same brand, the same area, different people operate, the effect of operation is obvious; 4, the salesperson's sales skills need to be improved, including a series of problems, such as brand pre-sale, sale, after sale services and so on, all directly affect the sales of stores.

Zhang Dong: 1, the overall market environment is not optimistic; 2, weather; 3, shopping malls endless activities, resulting in shoes unit price increases, increasing the burden on consumers, consumers feel unreliable.

Zhou Shengzhi: first of all, the development style of the manufacturer and the quality problems during the production, and the factory price of the finished shoes, and then there are the comprehensive factors of the terminal retailers' business thinking, the location of the store, the image, the retail price of the terminal, and the service attitude of the salesmen.

Q3: how to treat the current terminal "promotion"? /p >

Zhang Dong: promotion is an industry problem. Terminal discount and price war require international and local governments to regulate the retail market.

Zhou Shengzhi: stick to your own line, focus on product line, strive to develop products suitable for mass consumption, customize a reasonable price system, reduce unnecessary expenses, and enhance service enthusiasm of terminal salesmen to influence consumers' psychology and play emotional cards.

Sun Haili: sales promotion is indispensable in daily sales, but long sales promotion is difficult for everyone to ride. Finally, there is a situation of "no promotion, no sales", and the profit is getting smaller and smaller.

At the same time, we should pay attention to protecting brand image while not selling shoes, because he is the main source of profits.

In addition, promotion should be linked to the actual situation, tailored, avoid blindly follow suit, more attention should be paid to the choice of promotion methods and time, and can not be used as a stimulant when promoting sales.

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strong > Q4: what support did the company give to improve sales? What was the effect and what efforts did she make? /p >

Zhang Dong: the company has increased personnel support. At the same time, the information department has taken the initiative to understand the needs of our branch staff and all aspects, and increased communication with the branch offices and departments so that the problems can be solved smoothly.

Zhou Shengzhi: for the pformation of us, the company will support the container props for the customers who have more space to help them improve their store image. At the same time, we will strengthen the training of the purchasing agents for the customer groups. The effect is very good, and will help improve sales.

Wang Huiqiang: introduce new retail management mode, carry out reasonable network development plan, and implement new operation mode for franchisees.

Q5: what is the change of consumer psychology when consumers are shopping now? How should we grasp it? /p >

Zhou Shengzhi: compared with the past, today's consumers are "not bad money". What they need is a suitable product and good service attitude. They can really make them feel that they are a God.

Now there are many brands in the market, but the products are very similar. In this case, we should focus on services to attract consumers and make them feel at home.

Zhang Dong: now consumers are increasingly demanding fashion and comfort, while consumer groups are changing. Taking Shenyang as an example, with the acceleration of urbanization, the proportion of migrant workers in cities is increasing, which has surpassed that of the original urban population (4:6 of urban and rural population).

With the change of consumption psychology, the brand should make taste, make quality and adapt to the needs of consumers.

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Q6: is it a matter of "human" and has good measures to keep people? /p >

Sun Haili: no matter how good the product is and how good the marketing is, there is no good team to execute.

First class products, first-class marketing solutions, the three team team can only achieve three flow effect, but the three stream products, the three stream marketing plan, to the first-class team execution, will be a first-class effect.

Zhai Hongsen, a senior lecturer, said, "good morals are like lewd". In the team, "Virtue" refers to spiritual wealth. "Color" refers to material wealth, which keeps people in a two pronged way. Sometimes spiritual wealth is more important than material wealth.

Zhou Shengzhi: the problem of staff retention depends mainly on the work attitude of the parties. A company with good working attitude, good work enthusiasm and positive progress is willing to detain every company.

On the contrary, there is no reluctance.

Q7: good team and high efficiency. How do you motivate team work? /p >

Zhang Dong: last year, eleven did activities, and the employees were selflessly selling shoes, picking up goods and services. They even praised the staff of the mall and the nearby brands.

The reason is that our incentive policy has made them understand that "work is for themselves".

In peacetime, we will also strengthen staff training, so that employees can learn more.

Sun Haili: summarize several points: create a good working environment; recognize and praise; motivate according to personality type; use company system incentive; growth motivation.

Zhou Shengzhi: pay attention to humanized management, implement full-time personnel, pay attention to the best use of things, and reduce unnecessary personnel expenses.

The cost savings can be a monthly or quarterly tour to relax the mood of employees, cultivate their sentiment and give them a kind of family warmth.

In addition, different incentive systems should be set up for different posts. The formulation of goals should be humanized and rationalized, giving them a kind of pressure and making them work harder.

comment on the industry -- /p >

hindering the promotion of < a href= > http://www.91se91.com/news/index_x.asp > shoe terminal > /a > the first factor: /p >

1, lots decide the status, everyone wants to go to the treasure land to dig gold, but the new opening rents are high, slow cultivation and slow renewal. The original sales promotion system of the franchisee (many years' business habits) can not achieve the goal of "lot enlargement and sales volume".

2, the ordering system of industry leaders, hardware upgrading and team building are easy to copy or imitate in the following younger brothers, and the shoe market that has become a market has become a homogenous shoe shop.

The boss only made the difference between the sales volume and did not make the big difference between the brand grades.

3, the sports brand has been on the decline for many years, and people's doubts about many stores have called for the new marketing system to become the bigger and stronger voice of shoemaker.

Leather brands later came to the top, and also led a group of businessmen who started their business on the road. But the rise of leather shoes is also worrying.

(Zheng Jinhui, senior footwear industry)

Why do consumers not play? /p >

the answer is homogeneity.

P has always thought that only men in the world are lust.

But I didn't expect women to be equally lustful.

One of my female colleagues said one day in a chat that the reason why they often go to a restaurant at noon every day is that the service of the restaurant is handsome.

The surrounding restaurants, the quality of food, price and taste are almost the same, so only which service is handsome, which one to eat.

What is this? This is the consequence of homogenization.

when your product tends to "homogenization" with other brands, what consumers value is your "petty favours", which one will buy more, and which one will buy which one.

when a brand gives its fortune to the "preferential activities" and "guide buyers' appearance, how much courage can they dream of building a strong brand?" /p

, therefore, terminal remodeling must be viewed from the upstream brand strategy, starting from the positioning of the brand, until the sales terminal, to form a unified value chain.