Fierce Competition In Women'S Shoes And How To Break Through The Brand Of Chinese Women'S Shoes

If the shoe market is a "gold mine", then women's shoes can be regarded as "treasure of town and mineral".

Today's

The competition is the most intense and the phenomenon of homogenization is serious. For the enterprises running women's shoes brand, it is particularly important to take advantage of the innovative business mode to occupy the market and highlight the brand competitive advantage on the basis of market segmentation.

China shoe net combines market research data, summed up the six major business thinking, help Chinese women's shoes brand to go higher and farther!

One of business thinking: "differentiation" positioning

In the minds of consumers, there is a sort of ladder for a certain kind of things. There are only 3-6 brands that can be remembered.

Just like in the women's shoes industry, dozens of brands such as "BELLE family", "100 degrees" and "Saturday" have carved up the mental resources of women's shoes. As a latecomer, it is hard to get a share.

This obvious fact is that many new brands do not want to admit that they burn money on the old road of "making brands into shopping malls". If there is no huge financial support and super public relations ability, this is a "no return".

So we recommend new students.

We might as well abandon the primary market and abandon the shopping mall counters.

Of course, this abandonment takes great courage and determination, and the follow-up work brings a pleasant surprise.

Two of business thinking: playing "asymmetric strategy"

Today, with the oversupply of products and the soaring cost of communication, a new brand wants to emerge in a market and become a new favorite for customers. It's not easy to talk about it. Although it has identified a unique positioning, it has accumulated customers for many years, such as the red dragonfly, and so on.

This is a contest between different levels. You can't compete against brand awareness, advertising investment and customer accumulation. How to break through is a big problem.

The answer is to play the "asymmetric strategy"! At the national level, especially in the one or two tier market, red dragonfly and other brands have formed a very difficult advantage, but in the three tier market, they are not monolithic.

And other new women's shoes brand may focus on resources, set up two or more stores in a county town, and take advantage of more differentiated elements such as more styles, unified management and large-scale promotion activities to quickly form local advantages, so that customers can quickly form a new mental positioning.

Three of business thinking: Mastering "risk reversal"

With the development of the times, business thinking has evolved into the era of "win-win cooperation", and the risk sharing between partners is the "risk reversal".

When you have the biggest resources in every link, plus a certain degree of manipulation, you will go further and become a new dark horse in the industry.

Analyzing the "win-win" cooperation mode, the most essential problem is: the pfer of resources is the core, rather than the needs of consumers as the core.

The most important thing for Chinese women's shoe brands is to restore the essence of business and take the "terminal sale" as the starting point and take another road of development.

For example, "the third generation of women's shoes monopoly mode", its franchise links are as follows: franchisees are collectively referred to as investors, invest exclusively in exclusive stores, do not participate in the operation, and the brand has full access to store management.

In the course of operation, the investors should carry out "pure profit margin", and all the stocks belong to the company.

Four of business thinking: the establishment of "separation of three powers"

At the level of monopoly stores, Chinese women's shoes brands can learn the "separation of three powers", investors have full investment and ownership, and the company is unified management and implementation of management rights. The way of management is "manager manager system", that is, the store manager is a real manager of the shop, and the beneficial right belongs to investors, store managers and companies.

Investors have bottom guaranteed income, and the three parties who make the profit exceed the bonus. The manager is equivalent to holding shares. When the efficiency of the franchise business exceeds a certain standard, the manager's income is no longer the income of the general wage, and it really realizes that he does not invest as a boss.

It fundamentally mobilized the initiative of managers.

In this process, investors, as owners of shops, can also perform their supervisory functions well.

The shareholding structure separated by three powers is very suitable for the success of Chinese women's footwear enterprises.

　　

Business thinking

Five: apply the concept of "light"

In the past two years, a number of new enterprises have been born in China. They are small in scale, small in scale and capital, but their business development and profit levels are quite remarkable. We call them "Light Companies".

Nike, Metersbonwe and other enterprises have always been praised for their "light" thinking. Later PPG/ITAT and others put the "light" to the extreme. Although the two brands did not get further development, the thinking of "light company" behind their models is still a lot to learn from.

If the Chinese women shoes brand can outsource the development, production, quality inspection and other links to partners, concentrate on the sales management link, strive to integrate more social quality resources, and "borrow the chicken and egg" upward, and "borrow nets to catch fish".

With the promotion of this mode, more women's shoes have a better innovation on the Chinese women's shoes industry.

In addition, the new women's shoes brand should increase investment in personnel training, carry out systematic training on top management, management and grass-roots employees, start their own retail training institute, and establish a professional and practical teaching and training system, so as to make mass production of standardized base management personnel possible. At the same time, they can also reach agreement with universities to make high-quality talents continuously enter the company.

Six of business thinking: building brand culture

Brand is the driving force of an enterprise, and culture is the cornerstone of a brand. Its vitality is mostly fragile because of its lack of cultural details. This is also one of the reasons why it is hard to see the brand of Chinese women's shoes at the high-end market level of International Women's shoes.

The brand of women's shoes should not be based on short-term interests, but must be lofty and lofty.

Therefore, in the initial stage of team development, we must establish a relatively complete "enterprise culture system".

In recent years, the development of women's shoes industry in China has been developing very fast. Many enterprises have invested heavily in the design. However, women's shoes industry needs more investment in the finer degree while paying attention to the design.

Differentiated product positioning, excellent product quality, unique brand culture and so on all need enterprises to pay attention to, especially brand culture construction. Li Yu, market analyst of China shoe net brand research center, suggests that shoe companies must actively focus on local culture in order to be international.

In the market game, we can better demonstrate the unique charm of Chinese women's shoes brand.

Of course, the secret to success of a woman's shoe brand depends not only on these, but also on the power of brand development.

Although the market competition is fierce, the capacity of the shoe market will continue to increase, and the styles and types of shoes will also change accordingly. The trend of footwear consumption tends to be excellent and personalized.

Want to create real China

We must continue to give full play to our advantages and seek new changes in the development so as to stand firm in the women's shoes market.