Distribution Status Of Footwear Industry In China

At present, the development of the sales channel of China's footwear industry has taken the stage of pformation from the factory leading stage, the distributor leading stage to the consumer centered, diversified marketing channel and the benefit oriented direction.

Since 1990s, the vast number of distributors has become the main force in China's shoe market. However, with the intensification of market competition, the decline of unit sales profits and the continuous expansion of sales network, the traditional distribution mode is also facing unprecedented pressure.

1, reduce profit margins and increase operating risks.

Many agents complain that the market is becoming more and more difficult to do now, and the hard work has found that the value of the actual profit is far from the expectation.

2, the distribution system is incomplete and the sales channels are lengthy.

Slow market reaction ability, low loyalty and low credit; there are different levels of speculative, utilitarian and short term; the quality and ability of their own management and management are uneven, the quality of marketing network varies greatly, and there is a lack of unified layout; sales channels are complex; there are channels for shopping malls distribution, chain monopolization, regional general agents, and wholesale of two levels, but there is a lack of organic links among various channels, and the market maintenance ability is weak.

3, manufacturers lack trust, and the contradiction between development and controllability intensifies.

The starting point of market operation of traditional distributors is to pursue short-term profits and maximize profits and achieve more profits in the shortest possible time; and the starting point of the company's operation is to pursue long-term benefits and brand sustainable development, so as to maximize the social benefits of the brand and devalue the brand value.

4, the organization structure is single, and the marketing concept is lagging behind.

Traditional agents take the source organization and logistics links as the primary responsibility, and reflect more functions of product organization and distribution in function.

This extensive management mode has been very difficult to stand out in the management of the homogenized competitive market. The biggest drawback is that agents can not take account of many links such as "finance, logistics, market research, maintenance, information collection, collation, promotion" and so on. Integrated marketing is very weak, and at the end, it is exhausted physically and mentally, but the market efficiency can not be improved rapidly, and the operating space is shrinking.

5, the market positioning of enterprises is fuzzy, and subsequent support is not enough.

At the same time, many shoemaking enterprises have been carrying out the banner of "brand", especially the high-end brands. In the target market of brand positioning, they have found that the market threshold is constantly increasing and the pressure of competition is expanding rapidly. In order to relieve pressure and maintain the steady growth of profit point, many brands have adopted the "roundabout tactic" - the two tier and three tier market of the army, and carry out deep distribution, with the depth distribution of the brand's market positioning dislocation and the extension of management front, and then bring a series of problems: product line is too long, consumer groups are decentralized, management difficulty is increased, management difficulty is increased, and logistics efficiency is reduced. As we all know, the shoemaking industry is a labor-intensive industry. Facing the mass consumption as the main consumption feature, the consumption market has both breadth and breadth.