Shoe Companies Must Use Lean Marketing To Get Out Of The Cold Winter.

This year, from the dairy industry to the household electrical appliance industry, from natural disasters to the "cold current" of the economy, some market events and marketing figures have left some "symbols" and memories worthy of reflection in this era. We have also been thinking about how to overwinter in the shoe industry. The "winter" of the shoe industry will be frozen by the factors in this "cold current", how can we regenerate the fire, how can we break the "risk" and find the "machine", and we really succeed in breaking through in the second half of 2008?

All these answers gave birth to 09 "shoe enterprises" lean oriented marketing strategy planning, 2009, shoe enterprises must use lean marketing to break away from difficulties.

Lean lean marketing is to change the way of roughening marketing and take the path of lean management. Simply speaking, lean is "fine plus efficiency", considering the factor of return on investment, because no profit "fine" or "regularized management" is useless.

Lean oriented marketing is more humane care, friendly support and loving care for customers.

The pition period of this strategy will take about 2 years. This process will be painful, difficult or even questionable in the promotion of shoe enterprises. Of course, it is also full of joy, many habits need to be changed, many organizations need to rectify their snubbing behavior, and many experiences need to be eliminated.

But the successful process of the industry's pre brand, the case of the wealth of the individual brand can not fail to tell us that lean marketing is undoubtedly an unavoidable marketing route for a brand to take the road of successful marketing. This is also the business planning and operation mode of "strategic thinking plus contribution management" in essence.

From the national market inspection summary, we can find that the terminal operation system of shoe enterprises is not perfect, and many shoe enterprises are becoming more and more obvious. All kinds of problems indicate that the shoe industry is a dangerous market, and there are many shoe enterprises with similar homogenization. From the top to bottom, from the top to the bottom, from the past to the present, from the beginning to the end of the process, many marketing ideas are the old way of coarsening management. The accumulated precipitation is not solid enough to adapt to the competition under the new situation with the follow up imitation behavior. Many aspects of the operation are evading the emergence of new problems, which is far from the requirements of the upgrading of the industry.

In the market competition, there is no core competitiveness, that is, the market gives you a death sentence.

Therefore, we can not use the excuse of economic crisis to cover up subjective mistakes. I think we need to analyze the problems from our own sources before we can trace back to the source. If headquarters does not introduce scientific and effective measures on marketing positioning, it will no doubt be a dream to fall into the sky by not waiting for precise investment and waiting for old ways to think of new profits.

When 2009 is coming, what value system will we have as a new start for marketing?

One answer is that we must walk confidently along the path of lean marketing to achieve the breakthrough of shoe enterprises in winter.

Through meticulous management, the purpose of expanding terminal and increasing the sales volume of single store is achieved. At the same time, we must profit from marketing.

Yang Jing: editor in charge