Shoe Companies Try To Jump Out Of The Market And Try To Operate Independently.

Since BELLE and Daphne first taste Self run mode After the sweetness brought, AOKANG Wenzhou shoe enterprises represented by red dragonflies and Quanzhou shoe enterprises represented by Anta and XTEP are trying to change.

At present, BELLE is among the shoe manufacturers in China. Self operated channel Occupying more than 90%% of the total terminal proportion, Daphne is above 80%%, AOKANG on the head is about 60%%, red dragonfly is 40%%, and the proportion of enterprises in Quanzhou is smaller. However, from the perspective of development, the two places Shoe enterprises Efforts are being made to change the mode of agency system.

Is the agency system bad? Not exactly. In fact, the mode of joint operation of this kind of manufacturer can develop the market quickly, and the shoe enterprises in Wenzhou and Quanzhou basically started in this mode. However, in the course of operation, agent system is easy to cause manufacturers to fight chess, and the executive power is not in place. Besides, the quality and strength of agents are different, and the results of operation are different.

For the time being, most of Wenzhou and Quanzhou are Shoe enterprises It is still in the stage of regional development, rather than a strong national brand. If we want to enhance brand influence, we must require the production enterprises to integrate in design, production and sales so as to penetrate the corporate culture to the end. Therefore, for the shoe companies in both places, it is particularly important to jump out of the game of manufacturers. For brands like BELLE, Daphne and AOKANG, self operated channels are far superior to agency channels, effectively ensuring top-down execution, and terminal management in place, so brand promotion is faster.

The worsening export situation has also accelerated the transformation of shoe enterprises objectively. Mode of operation Speed. suffer financial crisis The impact of footwear exports is larger, while production costs are rising faster. In 2006, a pair of women's shoes with a price of $15 were exported, and the profits before tax could reach US $1.2. In 2008, the pre tax profits of these women's shoes had dropped to 0.2 US dollars, and profits had been reduced by six times. This situation compels enterprises to attach importance to brand effect.

By compressing channel cost to build brand advantage, it becomes a new focus of competition. Such as Anta, XTEP, Hongxing Erke and so on are building their own channel system. By increasing the number of outlets, changing the business mode, unified logo, unified price and unified service quality, the sales culture of the enterprise will face directly with the consumers, thereby enhancing their awareness in the minds of consumers.

For the two or three line brand, the self entry system has a high entry threshold, large investment and high management requirements. Therefore, most of them adopt the form of self operation + regional joint operation. The former is to open its own stores according to its own strength, so as to cope with the pressure brought by the increasingly fierce market profits resulting from the current market becoming more intense, so as to achieve higher profit growth.

Comparatively speaking, Wenzhou enterprises are ahead of Quanzhou enterprises in building their own channels. In the two or three tier market, Wenzhou shoe stores are everywhere. Contemporaneous Quanzhou shoes He turned his attention to shoe city and some markets. In the whole shoe shop network, the proportion of Quanzhou shoe stores is less than 10%%, which is inferior to the monopoly network of Wenzhou brand with the same market positioning. On the whole, the shoe companies in both places are at the same starting line. They all look forward to jumping out of the market game as early as possible, and the remaining question is: who is more vigorous.

Editor in chief: Xu Qiyun