Shishi Shoes And Clothing Enterprises Suffer From "&Nbsp", And Many Brands Are Afraid To Remove Their Names.

May 27th footwear enterprises list The funds raised later are often used to expand. marketing network As well as increasing the cost of brand promotion, Direct stores are an important part of marketing network development. stone lion Shoes and clothing enterprises encounter "direct battalion warfare".

"Nine herd kings will also be listed. Qipai," Jin Ba "and" tiger "are also on the market. Men's clothing market will usher in a 'fight' in the past two years. Mr. Xu, a chief executive of Shishi company, who has worked on advertising for many years, said that from seven wolves to Li Lang to YOUNGOR and good news birds, the expansion speed of listed companies is faster than that of "non listed companies".

It is understood that nine Mu Wang mentioned in the prospectus that 80% of the fund-raising will be used for the construction of marketing network. The project will add 338 new stores and strategic franchisees. After the project is implemented, the franchised stores will cover the vast majority of one or two cities and some of the three cities in the developed areas. The seven wolves, llang and the YOUNGOR and bird of the Zhejiang, and other listed companies, have been expanding their terminals in recent years and eliminating some of the franchises that have not significantly increased sales through "chipping" and other means. "Franchised stores and direct store mode, we all pay great attention to it, but next we must speed up the expansion of Direct stores." Zhou Shaoxiong, chairman of the seven wolves, said in an interview that seven wolves have been committed to accelerating the development of the direct store mode in recent years. In 2010, the company's earnings report mentioned that in 2011, the company will set up 20 flagship stores with an area of 300 to 500 square meters.

"There are reasons why the listed companies vigorously promote the expansion of Direct stores." A marketing manager, who is not willing to be named, said that in recent years, shoes and clothing enterprises have realized that the growing number of franchisees is a double-edged sword. On the one hand, they can quickly expand their stores to occupy the market and increase brand reputation. On the one hand, they will compress the profit margin of the company and give the producers pressure. Therefore, in line with the principle of direct operation, the shoe and clothing companies can expand their stores as far as possible through their own funds. As a direct store of the head office, it will often be selected in the prosperous area of every city. It has a significant advantage over the franchisee in terms of store scale, personnel quality or marketing promotion. "The future competition is brand competition, and the brand is also achieved by upgrading the direct store."

According to the introduction, some shoe and clothing enterprises in Shishi are also following the mainstream trend of the market. They have taken the opportunity to expand direct stores. The stone lions brand enterprises such as the JIM, S, and so on are also dragging the construction of the direct store. "But what is important is that these companies are not listed yet, and the funds will not be very abundant in this respect," said S. Wang Zhifang, Secretary General of the Shishi Association for quality and technical supervision, thinks that in most cities, the difference between walking streets, Direct stores and franchisees can be seen at a glance. The scale of the outlets is large, the stores are new and the sales products are complete, and the franchisees are just the opposite. Under normal circumstances, the confrontation between Direct stores and franchisees often ends in the past. "Of course, it does not exclude those powerful franchisees from opening super scale franchisees, but such franchisees are after all a minority." Insiders said that in Jinjiang and Jiangsu and Zhejiang shoe and garment enterprises listed on the occasion of raising funds, Shishi listed companies must accelerate the operation of the reserve business, otherwise, the future "direct battle", Shishi some brand enterprises may be removed from this battle.