December 1st hearing Marketing In the Kingdom, once the "channel is king" and "winning the terminal" are no longer fully adapted to the development of the times. The once popular marketing agents such as franchised agents and chain monopolies also enable enterprises to compete in price wars. Promotion War, advertising war, "tired of coping." Channel change, whether to change, how to change? In the face of global competition, footwear industry Should the thinking of retail mode be internationalized? footwear industry The era of strategic marketing and mode winning has arrived.
KFC + WAL-MART = footwear industry Supermarket + chain Monopoly
In January 8, 1998, AOKANG The first group to implement chain monopoly mode Exclusive shop Upper pond Exclusive shop This is China. leather shoes First industry Exclusive shop This led to China. leather shoes This is the first time that the industry's marketing model has changed. footwear industry Development history. After that, China footwear industry Exclusive shop Like KFC, it quickly spread all over the country and streets, up to now. AOKANG Open more than 3000 in the whole country Exclusive shop 。
When the time came to 2008, China footwear industry Chain monopoly has also quietly gone through 20 years. The same year for China footwear industry It will also be a very unusual year: along with the listing and financing of enterprises, the implementation of the merger plan, the intensification of anti-dumping and the implementation of the new labor contract law will increase the cost of labor in enterprises. footwear industry The advantage of low-cost manufacturing is no longer in existence, and the profit margins of retail terminals are getting smaller and smaller. "Sales increase and profits decrease!" many enterprises sigh. When footwear industry Once again, when I come to the new node, do I sit still or win?
China's largest private sector in March 20, 2008 Shoe enterprises Leather products supplier of Beijing and 2008 Olympic Games AOKANG The group held a large-scale "Pan Pearl River Delta region" in Dongguan, Guangdong. Attract investment Fair. this time Attract investment Undoubtedly, it is also a signal to the industry: only by innovating and changing the marketing mode can we remain unbeaten. The same day witnessed more than 200 agents from the Pearl River Delta region. AOKANG Group leads China footwear industry Another change of marketing mode.
"In market There are only two kinds of people who are successful: half ahead and half a step behind. Talk about the change of marketing mode. AOKANG Wang Zhenquan, group vice president, summed up two models: "1+N" mode and "zero risk" agency mode.
The meaning of "1+N" means that "1" stands for the name space. Single product Flagship store, "N" represents many stores. The image point is "WAL-MART + KFC" mode. Wang Zhenquan's image metaphor is refreshing. And "zero risk" agency is to adopt the way of "bottom guarantee plus business commission" to ensure that the agent does not take any risks. Agents are mainly responsible for store leasing and maintenance of local public relations, and the rest are responsible for the completion and cost bearing of enterprises. {page_break}
And before that, AOKANG Already tasted footwear industry The sweetness of retail supermarkets. 2007 AOKANG The group is located in Heze, Shandong, the largest shoe store in the country. Its business area is 2300 square meters, and its business has been booming. In February 23rd of this year, Wenzhou Largest in the region footwear Exclusive shop - AOKANG Dawn brand space shoes store trial business, the shop area of more than 1000 square meters. AOKANG 5, Kanglong, beautiful beauty, red Firebird and Wanli Wade. footwear brand Products and AOKANG All the leather products appeared in the same store, causing a sensation in the industry.
"Today's competition is standardized management, terminal control and integration of resources," Wang Zhentao said on several occasions. In fact, that's exactly what it is. AOKANG Transformation The three strides in the tough battle. The "WAL-MART + KFC" mode of marketing is to fully integrate resources and take the "marketing strategy". footwear industry "Supermarket + chain Monopoly" approach, which is also consistent with Wang Zhentao's business ideas.
1+N will lead footwear industry New marketing spanformation
" footwear industry The rise of supermarkets means enterprise integration. market The era began to move towards market Integrated enterprise trend Change. " AOKANG Group president Wang Zhentao, the leader of China footwear industry Marketing master marketing four changes, facing footwear industry The new situation is far sighted, "due to export restriction, exchange rate reduction and RMB". Rise And other factors, 08 years will be footwear industry In the year of domestic sales, competition in sales channels will become more intense.
Earlier, the media wrote. AOKANG The marketing history of over 10 years is divided into four stages: the first stage is the wholesale system, which belongs to the extensive production and marketing separation stage; the second stage is the manufacturer joint venture system; the third stage is the franchise system, the chain monopoly is introduced; the fourth stage is more. brand Management system. In fact, these four stages are also the whole of China. footwear industry Four important stages in the history of marketing development.
However, for AOKANG In terms of "1+N" composite channel, although it will become an important strategy, the chain mode will play a decisive role. review AOKANG Nearly 20 years of marketing history, there is no doubt that the third phase of chain monopoly is very important. Wang Zhentao said.
But in fact, because chain stores are simplistic and reproducible, AOKANG The success of the chain was quickly replicated by peers. "Almost overnight, all kinds of chains. Exclusive shop The streets are everywhere, "the industry recalls. Since 2000, some of the largest brand Also from shopping malls Transformation To chain monopoly, some three or four lines. brand Also launched.
footwear industry At the same time, it is also faced with such a difficult problem, which is the serious homogenization of products and between products and products. brand and brand Differentiation is getting smaller and smaller, and sales channels are becoming more and more patterned. Many two or three lines brand Without careful, rational and scientific research of enterprises themselves, enterprises blindly follow suit and emulate the practice of leading enterprises, thus leading to the two or three line. brand Profitability is generally low, or even a loss. brand Had to quit market 。 {page_break}
"The advantages of chain monopolization no longer exist." footwear industry Marketing insiders are so impressed.
The survey found that before the general footwear industry Exclusive shop It can open to more than 400 square even big shop, but recently, the wind of "big shop" has sprung up. Metersbonwe recently opened an area of 1600 square meters in Kunming, and the ZARA store area in Beijing reached 1700 square meters.
"Open WAL-MART stores" have higher requirements for capital strength and rich product lines. Small businesses generally find it difficult to follow suit and have strong competitive advantages. Wang Zhenquan thought, "more brand The biggest store can compress the circulation of products to the maximum extent, so it is easy to build it. brand Assembly line.
Therefore, under all kinds of bottlenecks, Transformation It is imperative. Some experts say: the next few years will be China. footwear industry The critical period, if not smooth Transformation Will be market Ruthless elimination.
Internationalization of marketing thinking
When it comes to internationalization, some experts believe that internationalization of enterprises is not necessarily reflected in products going abroad, or enterprises going abroad to set up factories. More importantly, the thinking and mode of business management is closely related to international development. Trend 。
"KFC" enters China, causing chain monopolization. Trend The success of "WAL-MART" has led to the popularity of large warehouse supermarkets. Although industry is different, ideas are interlinked. Wang Zhentao, who always takes the lead in innovation and leading industry, is in China. footwear industry The turning point of development has once again reached the seat of the leader.
Before, AOKANG Officially acquired the global management power of Italy Wanli Vader, calling it the first step in the comprehensive acquisition.
Similarly, another footwear industry brand Insiders also said they were negotiating overseas acquisitions. brand Matters concerned. Many enterprises in the industry are doing this.
"We do not lack these. brand Product technology, because we have the advantage of production and cost, we need high-end products. brand Image. " One person Shoe enterprises Industry sources said.
"We plan to buy more overseas in the future. brand Let's "WAL-MART". footwear industry Supermarkets become manufacturing world footwear industry brand The processing plant. " For future China footwear industry The development of Wang Zhentao thought has a clear thinking.
