How Does The Shoe Brand Continue To Win Gold In 13Th Five-Year?

At present, the "13th Five-Year plan" has been released, drawing a grand blueprint for China's economic and social development in the past 2016-2020 years.

It means that China's footwear industry will undergo fundamental changes in the "13th Five-Year" period.

In this new historical period, how can China's shoe brands crack down on development difficulties, build advantages in development and realize the pformation of life and death? How to pform from wholesale mode to retail mode?

Thinking one: agent wholesale thinking is bound to decline.

"13th Five-Year" period, agent wholesale thinking must be directed towards

Change of thinking.

The so-called agent wholesale thinking, also known as extensive agency management thinking, in the era of commodity demand in short supply.

In today's Internet age, with the explosion of information and the flood of commodity supply, the mode of distribution of goods by shipments will be ruthlessly submerged by the flood of times.

1, just open shop, regardless of or do not know the store, or open shop, the team has no consciousness or ability to maintain the normal operation of the store;

2, communication with franchisees is limited to human interaction and lack of retail guidance in the real sense. (usually, communication is not only good, but at the end of the month, there are no third substantive themes to be remitted.

3, just blindly shipped, but do not ask retailers pricing, discount, sold out and inventory;

4, the agency team generally lacks the sense of high responsibility for franchisees' survival, or the whole team is incapable of being responsible for the franchisee's survival.

5, the lack of retail single store, from the site selection, consumer groups research, shop positioning, commodity mix, pricing, discount, shop personnel management mechanism, Vip management, inventory control, operation management and control terminal management system, or system, do not know how to perform, or say that there is no ability to implement! (because there is no executive team);

6, investigate its root cause:

A, the headquarters team is neither highly competent nor able to provide the continuous retail support of the system, or is unable to implement the terminal retail system, or from headquarters to shareholders, and to the business team simply omission, such a brand is estimated to have been close to the exit.

B, the headquarters team is still limited to the traditional agent wholesale cooperation mode which is limited to the issuing, sending, sending, batch, batch and batch. There is no real terminal consciousness and the business mode that aims at solving the core demand of consumers.

C and brand headquarters have no ability to unite and mobilize the provincial generation team to execute jointly. It is estimated that the headquarters and branch teams do not put all their energy into the target market. This is estimated to be related to the interest distribution system, and there is no scientific profit distribution system, which can not form a consensus of operations and run counter to the implementation.

D, headquarters team focus on business, light brand building and planning awareness, do not know the brand value, and brand in the next 3 to 5 years to go where, so the source did not lay a good foundation for the downstream terminal and auxiliary pad, resulting in the agency store / single store operation is painstaking, hard to support and difficult to move forward, this is the first evil!

Thinking two: retail business thinking is bound to become popular.

What is retail business thinking? What are its characteristics?

Retail business thinking is also a breadth of thinking, considering the harmony under the width. It is user centered, rapid design, fast production, quick sale, and the response to the market demand at the fastest speed.

Its characteristics are:

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1, clear and precise brand positioning, and clear positioning and direction of business operation.

Agents should know what they want and what they don't want; they also need to be very clear about what their enterprises have no ability to do; when they are clear about what they want, they should formulate a scientific plan with programmed control and reverse the implementation timetable, remove all difficulties and push forward.

2, brand headquarters focuses on consumer / customer needs, caters to the needs of consumers after 80 and 90, and combines with the actual size of the brand, current business status, network status and brand value, and ends up pricing, developing and combining a marketable commodity. The contest between countries depends on whether the weapon is advanced or not; the contest between the enterprise and the enterprise, the brand and the brand will ultimately depend on the commodity (of course, the service is also a commodity).

3, look at Europe and the United States and other world economic powers, in the Internet age, online impact can not fail to achieve real generation, online and offline will be mutually exclusive, competitive and mutually complementary. (online customers convert to offline consumption, the conversion rate is only 2%, while offline consumption and physical store consumption can reach 80%), so the entity will not die.

4, the retail industry has entered the era of consumer sovereignty: the product is king, the channel is king, and the era of terminal becoming king has changed to an intellectualized era centered on consumers.

It will be challenged by unprecedented challenges. We will pay more attention to experience in the future. We need to enhance interaction with users, attach importance to participation and entertainment services, and all services need to be "people-oriented".

5, thinking: all retailers must consider several questions: why do consumers choose your brand? Why should they enter your store?

The consumption trend is more and more obvious: high-end market, segmentation crowd, pay attention to life style and experience;

The mass market, scale development, high performance price ratio, substantial benefits, small profits and quick turnover, high degree of subdivision, small and beautiful, refined and specialized.

Under the background of China's Internet plus economy, enhancing the sense of experience and word-of-mouth of terminal retail, and enhancing dialogue and viscosity with consumers (repeat purchase) have become the core tools for brand survival and development.

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6, big data, small logistics, fast speed.

In the era of highly developed and highly pparent information, the popular traditional footwear industry has lost data and is blind. The highly personalized demand and high rational consumption of consumers require us to achieve precise distribution and develop cost-effective products to please consumers.

7, retail innovation and breakthroughs.

There are three major boundaries to break through the retail terminal: the existing business scenario of physical stores is that during fixed business hours, we face customers who sell to the store and display the sales of merchandise in the store.

At the moment when the customer was away from the store, our service basically ended and cut off the communication channel with the customers.

So business hours, customers and merchandising are called the three major boundaries of traditional terminals.

The so-called breakthrough is to expand the scene.

1) let the original fixed business hours change to 24 hours without closing up, and shopping guides can serve customers and earn income for themselves and stores.

2) let the customers in the store keep a continuous link with the store in the instant of leaving the store, and establish two more efficient channels for precision marketing and after sales service.

3) expand the limited space of stores.

Under the constraints of physical conditions and site area, it is difficult for businesses to present all products, but consumers' choices are diverse.

Thinking three: the way of retail innovation

1. customer accumulation: effective accumulation of customer data through activities.

2. store operation: matching photos and promotional activities through shop guide shopping and shop number issue.

3. store operation: WeChat, micro-blog and other advertisements

4. shopping guide commercialization: effective incentive plan for shopping guide.

5. shop platform: store releases unified corporate copy information, and rebroadcast.

6. consumer mind: according to the psychological needs of consumers, make corresponding services.

According to "

"Planning, by 2020, China's GDP and the per capita income of urban and rural residents have doubled to 2010, the industry has moved towards the high-end level, consumption has contributed significantly to economic growth, and the rate of urbanization of registered population has increased.

Under such a big market background, the shoe industry brand must take the advantage of the trend and make a magnificent turn to develop better and faster.