Dongguan Shoe Enterprises Develop New Mode Of "Factory Store"

< p > < strong > the price of the product is priced at 3 of the market price < /strong > < /p >.

< p > Wang Zhuoliang, Deputy Secretary General of leather leather industry association, told reporters that in 2012, the association began to prepare shoes factory shop. The first factory store was located in Houjie town. It was officially opened in November of that year, attracting more than 10 Dongguan shoe enterprises to take part in it.

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< p > after exploring for some time, the leather shoes Association started to prepare another factory store.

At the end of last year, the shoe factory shop opposite the high-speed rail station in Humen was officially opened.

It is understood that the shoe factory in Humen has an area of 1200 square meters, which is twice the size of the first factory store.

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< p > factory shop mode is a new mode of enterprise sales. On the way of operation, the city leather shoes Association adopts centralized purchasing mode.

It is understood that the city leather shoes Association established a specialized factory store company, the company purchases all member enterprises, after the member enterprises quoted price, the company set the corresponding price to sell, and then from the sales proceeds, to maintain the company's operation.

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< p > factory shop is a store that produces direct supply business. Because of the cost of logistics, its retail price is much cheaper than that of the same commodity on the commercial street.

Take shoe factory shop as an example, Wang Zhuoliang told reporters, "the biggest advantage of factory shops is the price. Because factory direct sales directly face consumers, there is almost no logistics cost, and the price is the 1/3 of similar products in the store."

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< p > < strong > this year, we plan to open several < /strong > /p >

< p > the head of leather Leather Industry Association told reporters that shoemaking is a traditional manufacturing industry in Dongguan. Under the influence of the financial crisis and the European debt crisis, the export market is seriously impacted. At the same time, it also needs to face the plaguing of exchange rate fluctuations and rising costs. Therefore, after preparatory preparations, the association has established a shoe factory shop, hoping to explore a new mode of expanding domestic sales through the way of association members holding together.

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< p > Wang Zhuoliang told reporters, "from now on, our member enterprises are very enthusiastic about the sales mode of factory shops. Therefore, this year, we will continue to open several factory shops on the basis of market research."

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< p > Wang Zhuoliang told reporters that because of new things, there will be various problems in the process of operation, and the factory shop mode is still in the process of exploration.

"With mature experience, we will extend this model to other towns and provide a reference for other industries."

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< p > < strong > factory direct sales discount is much less than /strong > < /p >.

< p > March 16th, the reporter came to the first factory store of leather shoes Association.

The first shoe factory of leather shoes Association is located on the first floor of the cross day building, No. 69 at the red ridge section of Houtai Road, Houjie town.

Factory shops are not located in the prosperous business circle, but choose in the ordinary industrial area closer to the factory, which is not very impressive from the outside.

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The reason why "P > is settled in the ordinary industrial area," the head of leather Leather Industry Association told reporters. "The main consumer group facing the factory shop is the ordinary working-class. Next to the factory, it is to give consumers a sense of factory direct sale and high quality and low price."

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< p > reporter walked into the shop and found that this factory store brings together the famous footwear brands in Dongguan, including more than ten Association members such as inter Japan, SYC, Qisheng and so on.

A salesperson told reporters that because the factory is direct sales, products will be discounted, the lowest can reach 70 percent off.

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< p > it is learnt that the leather shoes Association has opened the newest factory store opposite the Humen high-speed rail station. The area has a large traffic volume and the business is much better.

Wang Zhuoliang told reporters, "operation for several months, the factory store turnover is rising steadily."

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< p > < strong > expert opinion < /strong > /p >

< p > < strong > factory shop should clarify the location < /strong > /p >

< p > for the current dilemma of the factory shop model in Dongguan, Jiang Lin, director of the Department of Finance and taxation of the south of the Five Ridges Institute of Zhongshan University, believes that most of the enterprises in Dongguan are OEM enterprises, which have already been used to the production of orders.

He believes that the products exported to Europe and the United States are different from those in China, and enterprises need to be improved if they want to open up the domestic market. This is a test for enterprises.

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< p > experts believe that the factory shop model has a good intention, but first of all, it should have a clear positioning.

For factory direct selling centers, if they are faced with ordinary consumers, then there are shopping malls and their competition, and the factory outlet center does not feel very high. If the customers are wholesalers and there are specialized markets, the location of factory outlet centers is more embarrassing.

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< p > from the perspective of enterprises themselves, most enterprises have tried factory shop mode for the first time, and lack of experience in domestic sales.

Reporters learned that enterprises usually store stores as a market terminal, and lack experience in channel construction and domestic market development.

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< p > Xu Xu, director of the education and training center of Dongguan University of Technology, believes that as a direct selling center, more stores should be the place where product display and sales teams are formed and operated. Enterprises must set up sales departments for the national market in the direct selling center, instead of looking for a single shop salesperson, so as to truly achieve the goal of expanding domestic sales.

Sales platform will improve the efficiency of enterprise sales, but it can not replace the sales of enterprises. The real opening of the market depends on the ability of the sales department.

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