Strategic Practice Of Wenger Shoe Leading Position

Here world

The weave of the net introduces the strategic practice of Wenger shoe leading position.

Wenger shoe companies focus on multi brand operation, dedicated to becoming a professional platform for fashion, leisure and outdoor brand operation and operation, as well as a brand incubator leading the brand into the domestic market.

Enterprises are always practicing the concept of "change and win win". In 90s, Wenger enterprises became the "international sports brand collection" agency, and promoted the rapid development of many international sports brands in China. In 2007, the sales mode of "sports brand collection city" was launched before the industry. It opened up another brand new channel for domestic and international sports brands except for department stores. In 2011, Wenger entered the fashion shoe industry, and the Wenger brand was launched by the "multi category collection store" mode, which became a hot spot of the industry again.

Wenger has always been in the leading position in the field of brand operation. The core of its competition lies in the correct identification of Wenger's strategic opportunities, customer value innovation, breakthrough inertia thinking and innovative brand business mode before others.

First, grasp the trend of consumption and achieve new strategic opportunities.

The market is constantly emerging new trends, and is constantly evolving into new trends.

The strategic opportunities of enterprises often arise from the evolution of market trend, the general trend of industry development and the change of industrial competition.

Nowadays, with the rapid and diversified consumption and the era of rational consumption, the consumption concept of brand, style, fashion, quality and reasonable price has become the mainstream demand of consumption. The change of consumption trend indicates that a new consumer market will soon replace the old consumer market. This new business trend also means the arrival of a new strategic opportunity.

To see the industry trend and identify strategic opportunities correctly is an important step for Wenger to take the lead in competition.

The fundamental reason for the decline of shoes and clothing industry in recent years is known to all, not the shrinking of the market size, but the fundamental changes in consumer attitudes and consumption patterns.

Wenger shoe products use "multi category, fast fashion" collection business mode, providing consumers with a new consumption experience, better meeting the "brand awareness, preference for new fashion, good quality and inexpensive shoes and clothing goods, but there is not much time to shop" consumption characteristics.

In less than 2 years, the sales network of Wenger brand in the domestic market is more than 100 square meters, which is close to 160. The main reason for the rapid development of domestic brands in the overall recession period is that the strategic opportunity has opened up a brand new and competitive market for Wenger.

The highest level of competition is competition, which is what we often call the blue ocean advantage.

Two, customer value innovation, shaping the uncompetitive market.

The key to the sustainable development of a brand must be from the perspective of the research customer, in depth understanding what the consumer values are. What is the consumer demand hidden inside the customer's heart or what has been revealed? On the basis of finding out the two problems, the enterprise designs the marketing mode that maximizes customer value and maximizes the potential and unmet needs of the customers.

In Wenger's view, the best driving force for brand development is "create new value for customers". Enterprises must systematically innovate customer value and maximize customer value, so that it is possible to maintain dominance in competition before they can run outside the competition circle.

With the accumulation of consumption experience and the development of network information, the consumption concept of clothing in China has changed dramatically. The consumption concept of clothing consumers in different ages has not only become quite mature and rational, but also their consumption patterns have changed a lot. Firstly, the brand characteristics of the products are: the taste is outstanding, the low-key fashion, the cost-effective brands are very popular; for the consumption mode, the consumers want the brand to provide more product choices, and like to buy more clothing items that they need in a brand.

In a word, consumption value has entered into the consumption era of "good quality, many categories, low price and good brand quality".

The great changes in consumption value have challenged the supply chain resources integration of brands.

Wenger shoes build global

Leading brands as a strategic goal, take the lead in the domestic application of fast fashion collection business mode to carry out brand operation. All the operations and management at the beginning of its creation are explored and developed at the core of fast fashion DNA. The brand takes "light luxury stores, product richness, quick updates, and affordable prices" as its location, and highlights the business philosophy of maximizing customer value and leading everything.

Wenger has many years of international brand localization operation background, and has rich global supply chain resources including China.

Wenger shoes adopt the world leading fashion development and management concept, which is designed and developed by buyer LED products. The merchandise developed by Wenger shoes emphasizes the best balance between fashion and market demand. The buyer team travels in the forefront of trend collection at various fashion centers in Paris, Milan, New York and Hongkong, so as to maintain Wenger shoes always in the forefront of fashion and internationalization of style, and timely pfer to China's product operation center for rapid pformation.

The perfect supply chain management system ensures the strategic positioning of Wenger shoes to achieve "high quality, low price and high cost performance". The efficient operation of the rapid purchase and production of goods, and the implementation of the industry's leading weekly launch of nearly 100 new models, so that consumers can first enjoy the fashionable Wenger shoes.

Three, channel value innovation, create a win-win business model.

Successful enterprises emphasize the creation of strategic logic of value innovation or high profit zone innovation, maximize the value of customers and channel members, and create a business model conducive to long-term development, and ultimately achieve enterprise value.

Channel achieves customer and enterprise value.

However, the expectations of channel members for their own value are more focused on "increasing profits, increasing sales, and stabilizing earnings for a long time".

How to create greater value for channels is a strategic link in Wenger's business logic.

The development of Wenger shoe products is based on the "multi category, fast fashion" collection store mode. When Wenger shoes are formulated, the "customer value and the maximum value of channel members" is the strategic starting point of Wenger shoes.

The "collection store mode" itself creates a profit maximization model for channel members to maximize the value of the channel.

Wenger shoes new collection store mode, with international temperament, multi category products, greatly release the market energy consumption, channel members get a new and broader market space, and win more sales opportunities; Wenger products give customers a strong sense of price strategy to further stimulate sales and promote more sales opportunities; although Wenger brand has enjoyed a high reputation and reputation, however, Wenger companies are still investing in high coverage brand promotion and offline sales promotion services.

The business logic of Wenger enterprises emphasizes the win win of upstream and downstream stakeholders rather than a small number of winners, not a single profit. Only when the overall interests of the members of the channel are integrated and promoted, members can get predictable and long-term stable business returns, so that enterprises can have long-term development.

Wenger shoes before the industry's strategic model, accurately grasp the trend of consumption, to maximize customer satisfaction, while achieving the maximization of the value of channel members.

In addition to making a positive response to the external environment, Wenger is more important.

It is good at breaking the existing market competition boundaries from the new market trend, creating a new and more win business mode, building up its core competence from the strategic level, better coping with the increasingly diversified consumption demand, showing itself from the competitive circle and gaining outstanding performance better than the industry average level. Wenger enterprises have always been in the leading position in the industry competition.