How To Deal With The Weak Leather Shoes Market

Here, "selling shoes in winter" is aimed at the weak leather shoes market.

In recent years, the brand of shoe enterprises is not easy to go.

But the industry's marketing From EMKT.com.cn leader AOKANG from the past "four directions" to "dream is coming out", and then to the "1+N" mode, footwear enterprises in culture known as the red dragonfly, from "through the four seasons are love" to "zero and span", and then to "integration shop" and so on, these successful brands let us see the strength of the industry!

Behind them, what we see is that the number of small shoe enterprises has been dropping sharply, or even closing down or closing down. Many of them are strong shoe companies or dark horse enterprises in the industry. They are no longer so fierce and tough. Some of the terminal stores that are listed as flagships or flagships have been withdrawn or switched off under the pressure of high rent and high cost.

From the above, we can see that the leading enterprises in the industry are getting bigger and bigger, and opening up big stores everywhere; the medium-sized shoe enterprises are on the bottleneck of development, and are preparing to fight a difficult battle; the small shoe enterprises are getting smaller and smaller and are engaged in guerrilla warfare everywhere.

Nowadays, the ambition of beating big is no longer so impetuous and passionate in the bosses' minds. The opportunity to create dark horse enterprises is also recognized by the cool mind of the bosses.

The freezing of many factors in the industry environment, such as the merger and expansion of large enterprises, the rising cost, and so on, will push the Chinese footwear industry to the "winter" of marketing.

How do they survive, and how can they pform themselves into a market leader in the industry or region?

In order to take the shortcut, some enterprises have taken advantage of "good product + brand + agent" to seize the gap in the market.

Of course, there are other lucky means or methods.

A few days ago, I had a good relationship with N, who had just returned from the national market for more than 20 days. N has two brands, one is the old brand that wears the Chinese leather logo, the other is the brand of the international brand. Under the current market environment, the old brand is not good. The brand name is a good way to take the shortcut of the market. In Wenzhou, many small businesses and N always take the same path.

N sum my first sentence in telephone exchange is: the market is very hard to do!

Asked why, N said, the key is the strength and cooperation of agents is not enough!

Ask again, N said, our headquarters has worked hard on the product, the brand is also an international color brand (near the international brand), has "product + brand", if the agent's strength can not keep up, the advantage of the enterprise can't get the cooperation of the agent, it will not be able to play.

Ask N again, where is the national sample market?

N said Shanxi's market is expected to exceed ten million yuan in 2008.

Through careful understanding, I know that the N agent in Shanxi always used another brand and had worked for several years. Its terminal network foundation has been very good. The original ten million yuan market advantage is only the market base of Shanxi agents, which is not the advantage accumulated by N's brand.

The same market base, different brands, and Shanxi agents discarded two brands for less than a year.

It can be said that N's total business has not implanted its own marketing module in the Shanxi area. The sample market is just a sales data of the agents. On the face of it, this data is better than the agents in other provinces. In fact, N's general train of thought is far too far from the target of the regional market leader.

N總的“好產(chǎn)品+傍名牌+代理商的實(shí)力”的區(qū)域運(yùn)作方式未免太短期化了，N總應(yīng)該在山西市場(chǎng)乘勢(shì)而上，把代表本企業(yè)核心競(jìng)爭(zhēng)力的營(yíng)銷(xiāo)模塊導(dǎo)入這個(gè)區(qū)域的關(guān)鍵部位，因?yàn)楫a(chǎn)品再好，還是消費(fèi)者說(shuō)了算，要讓消費(fèi)者要說(shuō)你的產(chǎn)品好，這就是營(yíng)銷(xiāo)的攻勢(shì)了，具體到一個(gè)企業(yè)，那就是個(gè)性營(yíng)銷(xiāo)了，剛開(kāi)始，代理商可能不承認(rèn)你的“戰(zhàn)略之虛”，因?yàn)檫@個(gè)山西代理商是溫州人，雖然他曾經(jīng)用敢為天下先和吃苦耐勞的精神搶占那個(gè)早已過(guò)去了的商業(yè)機(jī)會(huì)，并發(fā)財(cái)賺錢(qián)了，但此一時(shí)彼一時(shí)，這個(gè)時(shí)代的商機(jī)必須用科學(xué)的管理方法去贏得更新更大的財(cái)富，要贏得代理商的新的配合，不錯(cuò)，品牌不是代理商的，但區(qū)域的營(yíng)銷(xiāo)功能需要廠商共同去發(fā)揮的，這就需要跳脫N總的那種“好產(chǎn)品+傍名牌+代理商的實(shí)力”的營(yíng)銷(xiāo)模式，找到廠商和諧的合力，并且這里邊刻不容緩！

Secondly, putting the marketing module into the regional market requires the company headquarters to concentrate resources, and there must be some input in the formation of brand awareness and accumulation of reputation, so that the personalized marketing light will shine in the regional sample market.

The regional market can be directly operated or operated by agents. The key is: the right one is the best.

There is no sincere devotion to the formation of brand strength. It is very limited to rely on the flickering ball on the logo and the strength of the agents. It is necessary to scientifically cultivate the brand related elements, such as product development, channel operation, sales and service, etc., and effectively input and concentrate efforts to gradually form the consumer's reputation for the brand, so as to gradually form their own brand.

Of course, the implantation of marketing module for small shoe enterprises can introduce professional managers of successful and successful enterprises to assist enterprises. These professional managers are engaged in a hundred wars and have certain market power. Professional managers help to establish the operation system of enterprises, scientifically analyze the investment strategy of enterprise funds, and raise the level of channel operation ability of agents, such as regional plans, accounts receivable, inventory, market development, single store efficiency, and so on, then find the right time to implant marketing modules, make use of team strength to make a good start for the success of enterprises, and continuously and effectively advance to the goal until success.

Small shoe companies can also cooperate with localized reputable brand consultants, because their successful consulting cases prove that the brand strategy leads to the authority and maneuverability of the enterprises. For example, a brand consultant in Wenzhou has brought some Wenzhou leather shoes to a brand operation level through the humanized consulting service features. Meanwhile, the implantation of the marketing module in the regional sample market of leather shoes enterprises has also made some leather shoes enterprises get through many difficulties in the market. The success of its innovation has been well received by the Wenzhou shoe and leather circles.

Therefore, when we operate the regional market, we must clarify the "beginning" thing before we decide to win the terminal. We should implant the standard management module in the relatively mature regional market that the manufacturers have already won, and finally harvest the success of the market. This success is like full fruit, rather than shrivelled form, otherwise the so-called decision plan is just worthless paper trash.

Do not think that the government is a close eye on the "brand name". After all, one eye is open. Therefore, Prime Minister N should first create a successful strategic regional sample market, turn the "brand name" into a truly "genuine brand", and let a successful case go to the channel members to convey the authority of the strategic decision of the enterprise, so that consumers can come to your own brand name and let the consumers praise your brand.

Only in this way can the brand go the way of evergreen.

"Side" and "stick" are just one word difference, but it is a mentality of an enterprise tree.

I believe N will see a lot of inspiration from this article.

The "winter" of selling shoes is not spent on the "side". It relies on its own hard work and hard work to push forward the formation of the brand with solid management. Therefore, from the management point of view, there is no "winter" in selling shoes.

Those who sell shoes still have a world!

Author: Zheng Jinhui, welcome to communicate: cn3steps@126.com