Shoe Enterprise Brand Implements "Consumer Independent Pricing" Mode

At present footwear industry Terminal line, brand store, department store, brand supermarket, terminal retail store, brand Chain stores and other modes are brilliant, each with its unique and unique sales channels to provide corresponding brand services to the market consumer group. However, with the gradual assimilation of the marketing methods of brand terminals, many enterprises are pleased to focus on their terminal retail innovation. Looking at the forefront of retail sales, some companies are focusing on the appearance of terminal stores, and some companies continue to invest heavily in strengthening sales advertising of terminal brands. Needless to say, this is what marketing guru David ogway said. In fact, the profitability of a brand depends largely on the sales means of the brand at the terminal. Drawing on the essence of many marketing programs and field research, marketing experts have put forward a new idea of "consumers' independent pricing".

A new sales method

As a new sales method of reverse thinking, "consumer independent pricing" not only subverts the traditional rules of pricing, but also gives consumers the dominant privilege of dominant prices. Especially in the fierce competition of terminal price war, "consumer independent pricing" is entering the consumer's eye with a brand new attitude. However, it is worth noting that there is a great difference in the meaning of this model and the traditional pricing mode of the product. Usually, this pattern can be realized in two ways. One is the selling slogans of the corresponding products sold by the terminal merchants, the consumers make corresponding evaluations according to their products or services provided by the enterprises, then give the best price they think and reach the final agreement with the merchants in the spanaction. The other is that the terminal merchants mobilize the participation of consumers through a series of market activities, and take the number of participants as the lever to adjust the price of products. Admittedly, these two approaches have certain reference value in the market, and there are corresponding limitations at the same time.

　 Rational treatment Marketing And consumption

In the terminal retail market, "consumer independent pricing", compared with other traditional pricing models, can indeed attract a large number of consumer resources from different market areas, and at the same time, achieve the ultimate goal of promoting sales. Even in some cases, it may or may exceed the sales volume predetermined by the market. But this mode is often a new consumption mode for consumers themselves. If consumers can reach agreement with terminal businesses, it is possible to buy the best quality products with the highest cost performance. Similarly, this mode will undoubtedly become a "risk-taking marketing" on top of the risk of product profitability for businesses, which will not achieve the desired effect of product sales. So overall. In order to apply this mode, enterprises must first base themselves on the actual needs of their own brand development and market development trend, and at the same time, they must have enough courage to face the uncertainty of operating cost pressure and income. In this regard, some domestic enterprises in this mode of use is quite rational.

　　 From market driven to drive market

According to the market data in recent two years, AOKANG and other shoe enterprises obviously play a typical effect on the application of the terminal retail mode of "consumer independent pricing". AOKANG brand, based on the latest market demand of brand experience consumption and taking full account of its brand touches, has launched a sales activity of "AOKANG 1+1, discount for you". It has decided to buy third pairs of AOKANG leather shoes discount through the click rate of online consumers, which also made AOKANG shoes sales reach a blowout at that stage. In addition, many old brands of two or three line shoes enterprises also want to further enhance the reputation of their brand sales through this sales mode, and also indirectly return new and old customers in a sense, so as to achieve brand new sales experience with consumers. Admittedly, the market is changing and consumers are changing. Brand marketing is also following the pace of reform or innovation. This is a trend under the new consumption experience mode. It may become a prototype of the new sales mode in the shoe brand market.