Shoe Industry Strategic Marketing Mode Wins The Era!

Once upon a time, "channel is king" and "winning the end" are familiar with the word "police world". Marketers, who have been popular for a long time, are now invincible marketing agents such as franchised agents and chain stores. Today, they are "struggling to cope" in price wars, promotional campaigns and advertising campaigns.

So the industry insiders Chorus: Shoe strategy marketing, mode of winning era has arrived.

At the same time, in 2008, with the implementation of the merger plan, the intensification of anti-dumping and the increase of the cost of labor in the new labor contract law, the advantages of low cost manufacturing of Chinese footwear industry no longer exist, and the profit margins of retail terminals are getting smaller and smaller. The shoe industry has come to a new node.

Against this background, AOKANG group has changed its marketing mode.

Wang Zhenquan, vice president of AOKANG group, summarized the two models as "1+N" mode and "zero risk" agency mode.

The meaning of "1+N" means that "1" stands for flagship space or single brand flagship store, and "N" stands for multiple stores.

The image point is "WAL-MART + KFC" mode.

Wang Zhenquan's image analogy is refreshing.

And the "zero risk" agent is to take the "guarantee + + business promotion" way to ensure that the agent does not take any risk.

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.

"Now the competition is standardized management, terminal control and integration of resources."

Wang Zhentao said on many occasions.

In fact, the "WAL-MART + KFC" mode of marketing is to fully integrate resources and take the way of "shoes supermarket + chain Monopoly".

"The rise of shoe industry supermarkets means that the era of market integration has begun to change to the trend of market integration enterprises."

Wang Zhentao, President of AOKANG group, who is the master of planning and marketing who has led the four pformation of Chinese shoe marketing, is looking forward to the new situation of shoe industry. "Due to export constraints, exchange rate reduction and RMB rising, etc., 2008 will be a year of domestic sales war for footwear industry, and competition in sales channels will be more intense."

Because of the simplification and duplicability of chain franchised products, some big brands have shifted from shopping malls to chain stores since 2000, and some three or four line brands have been launched.

A large number of two or three line brand enterprises do not follow the example of leading enterprises blindly and follow the example of leading enterprises without serious and rational scientific research. This leads to the low profitability of the two or three line brands and even losses, and some brands have to withdraw from the market.

"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 believes that "multi brand stores can maximize the compression of product circulation, and it is easy to build a brand line". Therefore, pformation is imperative under various bottlenecks.

"KFC" enters China and leads to the trend of chain monopolization. "WAL-MART's success has led to the popularity of large warehousing supermarkets, although the industry is different, but ideas are interlinked."

Wang Zhentao, who always takes the lead in innovation and leading industry, has once again pointed out the direction of the development of Chinese footwear industry.