In The Face Of Losing Channels, How Can Shoes And Clothing Brands Fail?

In recent years, influenced by the financial turmoil, the competition of shoes and clothing brands is white hot. After shouting "channel winning and terminal being king", some brands are quiet.

Relatively speaking, the footwear and apparel industry in Quanzhou is relatively mature in channel construction. After a few years of market competition, the shoe and garment industry leaders have gradually matured, especially in the shoe market.

Looking at the brand of shoes and clothing in Quanzhou, there are some differences in channel construction due to their different attributes.

In 2012, when the overall economic environment was "poor", how could local shoe and clothing enterprises not fail in channel construction?

Channel status: weak strength, battlefield disadvantage

Simplification.

Local shoes and clothing brands, especially the Quanzhou brand, usually take the order meeting mode. Every year, three and April orders will be gathered by various manufacturers. Dealers from all over the country will swarm into the market and pick up orders. Some enterprises will create a warm atmosphere and even invite stars to join the array.

Celebrity endorsement from Anta asked Kong Linghui to endorse and was followed by some enterprises. The five Central sports channels were called "Jinjiang channel".

However, the marketing mode of celebrity endorsement is not always tested. Instead, the new market development after spokesperson has become a new problem that many shoe companies need to solve urgently.

Take Jinjiang as an example, some shoe companies ignore market forces, neglect brand culture construction, terminal management and market expansion after signing the brand spokesperson, and sales volume is hard to see.

What is even more ridiculous is that some terminal dealers do not even know why their spokesmen are allowed, and consumers are confused.

Blind extension of products.

In the channel construction, the blind product extension strategy to cope with the phenomenon of channel construction is not enough.

In order to meet the needs of domestic distributors to open brand stores and enrich their own stores, some brands rush to launch their own clothing accessories products in a short time by OEM processing.

However, due to the unfamiliar field, the clothing accessories project has not been proved in advance, which leads to the confusion of product style and the high degree of homogenization with other brands.

There is no efficient marketing team.

At present, some shoes and clothing enterprises are not perfect in marketing organization structure, the marketing department is equipped with a marketing director (Manager), some bosses personally manage marketing, plus a sales office, is responsible for contacting customers, sending and shipping, checking accounts, urging money, plus shippers, warehouse managers, porters and so on, a total of no more than 10 people, how many truly responsible for marketing? Let alone understand the product's market sales situation, understand the terminal's sales situation, as well as the dealer's control and counseling training terminal stores.

Based on this, the brand of shoes and clothing should tighten their fist and attack at full strength. The elements such as product, marketing mode, team building and so on are not allowed to be perfunctory.

Layout tactics, strategizing

The traditional channel construction of local shoe and clothing enterprises mainly consists of three forms: shopping malls, chain stores and shoe cities.

Among them, the choice of monopoly form is more important than site selection, generally Choosing Commercial concentration area.

But at present, good location is becoming less and less. Some brands will reconsider the shopping mall when they do not have the right store location.

In fact, many brands are currently seeking a breakthrough in space resources.

The brand is mainly monopolized, but Chen Jinbo, general manager of POOVE, said they have never neglected the location of the store.

He believes that with the constant updating of modern commercial formats, there will be more and more forms of brand channels, including walking street franchised stores, chain shopping malls and department stores.

Chen Jinbo believes that, on the one hand, domestic brands should enhance their popularity and constantly upgrade their gold content to meet the needs of high-end consumption; on the other hand, domestic shopping centres should also focus on domestic brands while attracting international brands, and see the upward trend of domestic brands.

Brother crocodile shoes and clothing this year began to promote the promotion of the "COOSKIN" brand. The market positioning will be developed in the leisure fashion field, and the department store channel will be the main object of its development.

The president of the crocodile crocodile said that COOSKIN had participated in the 100 investment promotion activities in Shanghai for the first time, hoping to further understand and understand the resources of department stores in order to provide more market information for COOSKIN's extension to department stores.

In the eyes of the people, it is not only the local brands seeking for the grafting of department stores, but also the pressure of competition in department stores, which is forcing them to seek more dynamic and profitable brands.

The two have their own needs.

For today's channel status,

Xie Jiasheng, the secretary general, believes that local brands do not need to rush to compete for the shopping malls of a large city in accordance with their own positioning. The department stores in the two or three line city also have a broad space for cooperation. The brand should be integrated into their own shopping malls to get better results in combination with their own product characteristics.

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Case: pay attention to network channels

In addition to shopping malls and other channels, in recent years, Internet channels are also favored by shoes and clothing brands.

Besides registered marketing in Alibaba, Huicong net and Taobao mall, some enterprises have also opened micro-blog and achieved "micro marketing".

Last year, the seven wolves jointly organized a simulated Wedding online with the online dress brand seven grid. The micro-blog platform was broadcast live, while the coupons were distributed.

In the short span of seven days in from October 24th to 30th, there were more than 60000 readings, and the sales volume of the two shops reached tens of millions of dollars on the same day. The whole event attracted thirty thousand fans. They celebrated the wedding of the seven wolves and the seven Ge through the micro-blog plug-in, and presented the virtual gifts to Juhuasuan.

At that time, the "seven wolves" account of the seven wolves registered by the electricity supplier soon increased from more than 10 thousand to more than 40 thousand, growing nearly 3 times, achieving a double harvest of brand and sales.

Zhou Shaoxiong, chairman of the seven wolves, said that the investment of the seven wolves is not too big, but the effect is very good.

This year, its online goal is 10% of total sales. According to its total sales volume of 2 billion 100 million yuan in 2010, the sales of seven wolves will reach 200 million yuan.

In this way, the return rate of online channels can be very high.

Online shopping has become a fashion and will even become a habit. But the road to development is still long. It will take time for all consumers to accept it.

Zhong Tao, director of e-commerce of the seven wolves, believes that to do well the network marketing of network channels, it is necessary to rely on the long lasting benign guidance function to achieve the purpose of marketing. Everything must match the brand, and can not blindly publish vulgar advertisements.

Therefore, the official micro-blog of the seven wolves has always insisted on the brand's voice and service attitude and positive guidance.

"The greater the degree of freedom, the stronger self discipline."

Zhong Tao believes that the network platform is a good place to establish friendship with consumers, but the cultivation of friendship requires long-term interaction and patience, and can not be haste.

Embrace the force channel

In short, under the new situation, Quanzhou shoes and clothing enterprises should strengthen various channels of operation, so long as they are suitable for themselves, they can be brave to operate.

However, in the operation of the channel, the brand should also focus on the characteristics of the product and gather multiple advantages.

Improve product design.

If a brand does not have a strong product, everything is empty talk. The present situation of high quality homogenization of shoes and clothing is obvious to all.

Whether product design is closely following the trend will be the key to brand sustainable development.

We should strengthen brand culture and speed up the renewal of brand image.

To compete with other competing brands in the terminal, it is necessary to establish mature brand exclusive space image and strengthen terminal image construction, even if shelf production and goods display should be different.

All speak at the end and form regional advantages.

Manufacturers should not just deliver goods, but according to the different markets, understand the local climate, customs, religious beliefs, cultural background, crowd level and purchasing power level and so on to form regional advantages, choose the key areas to make the brand bigger and stronger, not blind expansion.

Strengthen the training of terminal guidance and training.

The product is bought at the terminal store by consumers, so the training of terminal guidance and training should be strengthened to form a store management standard, a display specification for goods, and a guide to purchase skills.

At present, products are pursuing technology, health, environmental protection and safety. Taking rational demands as the starting point, they directly show the selling points of shoes, which is of positive significance for increasing market pparency and guiding purchase.

Expand capital channels to establish mall.

Online marketing is another channel for businesses to develop in the future. It needs to actively seek higher level network trading platform. However, from the practice and effectiveness of traditional shoe and clothing enterprises in online stores in recent years, online shops and terminal stores can coexist. As a result, the seeds planted by online representatives of "Fujian shoes and shoes" enterprises like seven wolves and XTEP are sprouting up, and the sales volume of online stores will account for 10% of total sales.

Although the competition of shoes and clothing market is fierce, it still remains at a lower level competition. Shoes and clothing enterprises should learn from their pain and concentrate on creating standardized, vivid marketing and experiential marketing mode. Shoes and clothing brands still need to work hard in the scientific operation of channels.

If winter comes, can spring be far behind?