New Hundred Helen: Marketing And Operation Of Chinese Market

After the product transformation, the corresponding channel level is needed to cooperate. At that time, the new distribution system was small and dispersed, and many dealers had only one or two stores. It is time-consuming and exhausting to persuade one family and one family, but it is imperative to integrate distributors. If a distributor opens only one or two stores, he has no financial support to invest in brand operation.

New Bai Lun divided China's cities into 22 urban clusters and 28 key cities, and unified resources in these key cities. In each region, only one dealer can be trained to help them grow bigger and form a single dealer system. The advantage of this system is that dealers do not need to worry about vicious competition between them, and can concentrate on business.

By adjusting the financial algorithm and commodity mix, the new company will figure out how much resources each dealer needs to invest, so that a reasonable profit can be generated. When the size and capability of key distributors increase, they will develop subordinates. Distributor Similar to the "irrigation" theory in agriculture, water pipes are well connected before planting, and then the pipes are gradually extended to expand the scale of the area.

　　 channel Several combs continued until 2012. At present, there are 4 new Bai Lun in the mainland of China. General agent The 26 provincial distributors, on average, have 70 stores on each dealer. Outside the small water pipes also began to dredge, the channel sank to the two or three line city, opened 5 stores in Lhasa. Xin Bai Lun hopes to establish a certain scale of stores in each region and build a stronger backstage.

The sale of new battalion terminal has been implementing the collation battalion mode since 2013. Xin Bai Lun has more than 60 Direct stores, and it also hopes that every dealer shop will operate as a direct store. As sales can not see more than 1600 stores at the same time, so the new Bai Lun issued a iPad to each store, which includes the display rules of stores, the latest marketing stories and sales data on the same day, so that headquarters and stores can conduct two-way exchanges in a timely manner.

Over the past few years, new brun has been making efforts to upgrade retail stores, training and operation. The new bran stores in China have upgraded the packaging of different product lines and the vividness of the store, while making the product display more in line with the consumer's shopping habits and closely communicating with the line, forming a complete brand experience.

At the same time, new Bai Lun also did one thing -- localization. In 1994, the new shoes produced in the United States produced up to 70% of the sports shoes, while the other 30% products were produced in the United Kingdom and Europe. At this time, because of the "made in America" characteristics of the new hundred shoes sports shoes, the manpower cost expensive American processing mode leads to the new Bai Lun in the product cost and the market competitiveness aspect, the price inferiority is clear at a glance.