The Business Model Of Footwear Industry Needs To Be Changed.

< p > Chinese footwear and footwear enterprises have long relied heavily on wholesale mode, leaving the brand of footwear industry in a long way from being opened.

With the downward trend of the economy and the increase of consumer demand, the stock and profits of the major brands are dropping more and more seriously. In the consumer oriented shoes and clothing industry, business models need to be changed, especially the supply chain business improvement and product R & D innovation.

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"P" in the performance report of several big shoe apparel companies in 2012, only XTEP official flagship store revenue increased, according to the relevant media reports, in the local brand annual report, only XTEP exclusive rose, increased revenue of about 10 million yuan.

And the Lining brand is the biggest decline, Lining official website announced that in 2012 revenue of 6 billion 700 million yuan, down nearly 2 billion yuan compared to 2011.

In the annual report "cash and cash equivalents" statistics, Anta, Lining, XTEP, 361 degrees, PEAK, China Trends and other six local brands, the total amount of 16 billion 474 million yuan.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > sports brand industry < /a > downturn, the ranking of brands has changed quietly.

Nowadays, the market fronts of the major sports brands are shrinking and they are closing in.

On the one hand is the rise in operating costs, on the other hand is due to a large backlog of inventory.

Domestic sports brands are desperately out of stock, and even Adidas stores choose discount promotions.

Under the background of the continuous decline of orders and the difficulty of cleaning up stocks, how to find a breakthrough for local sports brands is imminent.

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< p > insiders believe that the existing mode of "brand + wholesale" is difficult to meet the market demand. In the future, it will pform to a retail oriented business mode, from the pursuit of order growth to the single store revenue.

Even Nike official mall has announced that in 2013, it will clean up inventory, adjust business mode and strengthen retail as a key part of operation.

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< p > < strong > changing marketing strategy < /strong > < /p >

Since the beginning of this year, the sporting goods industry in the footwear industry has been the first to feel that the market is declining. In the beginning of 2013, the marketing structure was adjusted.

Local brands including Anta, Lining, XTEP and so on are all changing the marketing of dealers and self run stores. For example, Anta stores are innovative in terminal marketing. Apart from the six major sports brands, the other two or three line shoes and clothing enterprises are making their own attempts, including reducing wholesale sales and increasing the proportion of retail sales.

For example, PEAK is implementing a more flat marketing system, namely, from the traditional "Brand Company - provincial distributor - Municipal distributor - Retail (franchisee)" four level market sales system, reduced to "Brand Company - City (county) distributor - franchisee" three level distribution system.

By learning the pformation and innovation of sales and marketing methods of Adidas running shoes, we can achieve the pformation from meeting the needs of distributors to meeting the deep needs of consumers, and carrying out marketing and promotion strategies in the local market by subregional and sub markets.

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< p > it is easy to see from the marketing strategy of the interesting official flagship store that the interest has adopted active marketing and marketing strategies. Through adjusting the operation mode and reforming the order mode, the pformation from wholesale enterprise to retail enterprise has been carried out, and the channel has been greatly optimized from the pursuit of order growth to the reform of single store revenue.

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< p > < strong > improvement of supply chain efficiency < /strong > < /p >

< p > for the shoes and clothing enterprises that rely on sales as the survival support, the efficiency of storefront is very important for the sales volume of enterprises.

According to the insiders, the adjustment of the entire supply chain behind the store's performance will probably provide a very reasonable direction for billions of dollars.

The old brand of sneakers, which takes wholesale as the initial development mode, has also adopted new measures, from order system to order and quick replenishment system, which requires fast supply chain management capability.

And millies Miao Li from the retail talent echelon reserves and flat organizational structure and other aspects closer to the consumer and market direction.

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Since P last year, many franchised stores have been closed down gradually, which is closely related to the efficiency of brand businesses.

According to the director of Playboy's official website, the Playboy brand is also reducing the number of shops.

But it is not just to reduce the number of shops, but to pay more attention to the output of single stores and pay more attention to the health of sales terminals.

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< p > < strong > product expansion < /strong > < /p >

< p > at the same time, a lot of shoes and clothing brands have speeded up the pace of business diversification, especially the expansion of products.

Anta expects that by the end of 2013, the total number of children's sporting goods stores will increase from 833 last year to 1000.

Coincidentally, 360 degrees, XTEP and Bei oi are also planning to increase investment in children's clothing, hoping to bring new growth points for the company.

In addition, the outdoor products market is another breakthrough. Lining, Anta and other brands have launched their outdoor products.

UMBRO has increased its professional and targeted product development for UMBRO football shoes.

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< p > however, insiders remind us that we need to guard against a new round of overcapacity.

Whether women's shoes occupy most of the market share of BELLE shoes or outdoor products, or has long been the "a href=" http://www.91se91.com/news/index_x.asp "shoes" /a "field leader", the world leader in the brand list of Pierre Cardin shoes are likely to step into the footsteps of sports shoes and clothing industry, appear product homogenization, channel saturation, < a href= "http://www.91se91.com/news/index_h.asp" high inventory < /a > and vicious competition and other similar problems.

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< p > the overall challenge of the footwear industry in the future still exists. Therefore, we must pay more attention to the single store output, pay more attention to the quality of single store, terminal and sales channels, rather than quantity. Now the whole industry has entered a new stage, and the traditional practice needs an adjustment node to enter a stage of adjustment.

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