The Shoes Store Has Obvious Advantages, But The Threshold Is Not Low.

It is understood that the current domestic shoe enterprises, BELLE's Direct stores occupy more than 90% of the total proportion of the terminal, Daphne is more than 80%, AOKANG up to about 60%, red dragonfly 40%.

In the current difficult circumstances of the channel, these enterprises, because of the higher direct proportion, rely on the advantages of self run branches and self run stores, such as not afraid of arrears or dead debts, to make great efforts to distribute goods and compete more powerful.

Most of Fujian's Quanzhou enterprises are famous for their price competition. However, the rapid rise of raw materials in 2008 has led to the elimination of this low-level competition mode, and the brand advantage has become a new expansion advantage by compressing the channel cost.

Such as Anta, XTEP, Hongxing Erke and so on are setting up their own direct channel system. By increasing the number of outlets, changing the business mode, unified logo, unified price and unified service quality, the sales culture of the enterprise will face directly with the consumers, thereby enhancing their awareness in the minds of consumers.

Since its listing, Anta has been included in its brand strategy in order to enhance its brand image and product visibility and higher sales profits. In 2008, Anta accelerated the pace of direct store operation, both the cost of operation and maintenance of the channel, and the operating cost of the company. It also increased the capital return optimization method and enhanced the market competitiveness. At the same time, it solved the difficult problem of balancing the pition.

It is a unique sales mode. It has its own independent service, management and sales system in the free market system. Each system has its own staff team and customers. At the same time, it has a pportation system that enables the body products to be complete and matched. The sales volume and profits of the enterprises will rise sharply.

For the two or three line brands in Quanzhou, for the problems of high entry, large investment and high management requirements, most of them adopt the form of self operated and regional joint operation. The former opens their own stores according to their own strength, so as to cope with the pressure brought about by the increasingly fierce market profits resulting from the increasingly fierce market, and thus achieve higher profit growth for themselves. The latter is for the brand manufacturers to establish regional joint venture branches through cooperation with regional agents, assess and confirm the proportion of shares, and assign management teams to participate in daily operation and management, and implement regional joint ventures.

This enables enterprises to make use of the scarce resources in the local area, with the help of the appropriate investment and management output of the manufacturers, and jointly promote the regional market to become bigger and stronger.

(Wenzhou) enterprise self operated branch terminal (shopping malls, franchised stores, shoe industry supermarkets) enables enterprises to take a very active position in the understanding and management of channels, and avoids multi-level network of distribution to divide the channel profits and dealers' non-standard operation means, such as the emergence of serious network conflicts such as lowering prices and abandoning goods.

Industry researchers believe that "sales channels are becoming shorter and shorter, and sales outlets are increasing."

Short sales channels require enterprises to strengthen their control over the channels. More sales outlets require higher sales and visibility.

At present, the proportion of shoe enterprises in Wenzhou is gradually increasing. However, with the appearance of girls in Fujian, the operation of Direct stores needs many conditions, especially the hardware support of enterprises, so some enterprises' direct battalion is not smooth.

However, direct camp is gradually showing its advantages. For example, the imitation year of the Thai brand in the Northeast market has been doing well. The main boost of its performance is to increase the proportion of Direct stores and to strengthen the management of shops and personnel.

The most perfect enterprise in Wenzhou area is AOKANG group, but its mode is different from that of most of them.

AOKANG set up a marketing company, which set up a provincial branch of the marketing company in the whole country, set up offices under the provincial level, and managed and supplied the police and gangsters in the terminal market. The vertical marketing system, which was built by the manufacturer, was established. This increased the operation cost, but significantly enhanced the control ability of the terminal market.

Wang Xiaonan: editor in charge