The War Between Shoe Companies And Agents Is On The Chain.

As the saying goes, "shop bullies and customers bully shops", in the limited market resources, in the cooperation between manufacturers and channel partners, both sides want to seek more discourse power in order to win the initiative in market relations.

If either side is led by the other side, it will undoubtedly be very passive.

For many manufacturers, they do not want dealers to be stronger than themselves, and even manufacturers will take the initiative to take measures to restrict the further development of the manufacturers, so as to reduce the unilateral influence caused by too strong dealers.

In the present form, the general agency mode will be gradually eliminated, which is particularly evident in the clothing industry, while the shoe industry is the most serious game among the shoe brands and agents.

At present, Wenzhou leather shoes enterprises are particularly serious in the game between manufacturers and agents. The reason is that leather shoes are still in the process of development and growth, and are in the initial stage of brand operation. Wenzhou

Many brand management ideas of leather shoes agents and retailers still remain in the immature state of the leather industry five years ago.

Behind the concept, relying solely on manufacturers to invest unilaterally, investing their own money in other industries, releasing accounts, pressing goods, and returning money are the contradictions between many leather shoes enterprises and channel manufacturers, which are extremely unfavorable to the development of shoe leather branding.

Many enterprises in the initial stage of development, large agents often play a crucial role, some companies even choose the sole agent in the country, the market network can be said to be almost the general agent to fight down the Jiangshan.

However, with the continuous changes in the market situation, the further expansion of enterprises and the increasing number of competitors, the demand for market management and channel control is getting higher and higher.

If the market depends solely on one or more general agents, the development of the manufacturers will undoubtedly be restricted to the general agent, and will be limited to the development vision and thinking of the general agent.

For manufacturers, to thoroughly implement their marketing policies, thoroughly control the market, achieve licensing management, and channel flattening have become the most popular channel trends.

Nowadays, many manufacturers choose to build their own sales channels in important areas, and build their own branches, offices or even terminal stores.

With such self built channels, on the one hand, the enterprises can manage the original channel providers, on the other hand, they can also form a market deterrent to the original channel merchants, and tell the channel operators in the invisible way. If they are not well managed or irregularities, the market may be replaced by the company's self built channels at any time.

However, manufacturers have relatively high cost of self built channels, and the requirements for the company are relatively high. Most of Wenzhou's leather shoes brands do not possess such strength, but this is undoubtedly a trend of future channel development.

The squeezing of self built marketing channels makes the survival space of traditional channels smaller and smaller.

At present, most of the agents in the Wuhan market are conservative and stable, and have no ambition to expand their market share. Hubei

Of course, there are also some agents who have the idea of expanding the terminal and expanding market share. But because manufacturers do not support them, the agents who have these ideas can not cling to each other, and can not achieve the goal of expanding terminal and expanding market share.

In order to solve this contradiction, the multi brand operation of distributors has become a common phenomenon in the Hubei market.

In some market surveys conducted by the author, it is found that there are monopolistic trends in the shoe market of some prefecture level cities and counties. Some large dealers often operate several brands at the same time. Some dealers simply start the shoe city and integrate multiple brands, or on the basis of opening the footwear monopoly, they are doing the shopping mall on the local scale.

Multi brand management is conducive to the conditions for cooperation between distributors and manufacturers, and the adoption of multi brand strategy enables dealers to make reasonable product mix and select different brand operations for different target markets.

This will help dealers grow bigger and stronger and enjoy various resources.

Get more profits and form an absolute right to speak in the local market.

Chengdu channel has developed to a certain extent. The introduction of its own brand has become an inevitable trend of development.

Although channel manufacturers have no advantages in production and raw materials, they can fully produce products through the accumulated resources and experience in operation, adopt OEM or holding upstream production enterprises, and then sell products through their powerful network channel resources.

Only by having a real brand, can dealers completely get rid of the constraints of manufacturers.

But the role of dealers may be redefined at this time.

Like Augustus's brand operation in Sichuan market, although its headquarters operation is not very good at present, its sales in Sichuan are still in the top five sales of Sichuan real leather shoes.

The reason lies in the fact that Augustus's general agent in Sichuan adopts the mode of regional brand buyout, and all operations are carried out by himself.

Men's shoes are still in the factory, while women's shoes rely on the advantages of Chengdu's production.

In this way, the Sichuan channel operators can achieve their autonomy on the basis of the greatest degree, and can operate according to their own characteristics and regional market characteristics.

Wang Xiaonan: editor in charge