Matters Needing Attention In Shoe Enterprises' Introduction Of "New Enclosure Movement"

As we all know, when any enterprise is undergoing a revolution, it can not be accomplished overnight, or even face great resistance. Because change will definitely involve people's interests and habits, which is also the key to success and failure. Shoe enterprises tradition Management A breakthrough in the mode involves all aspects of the operation of the enterprise. Therefore, every enterprise must be prepared mentally for a protracted war. Once it is launched, it will never shrink back. Only by sticking to it can we ensure the ultimate success of the reform.

However, we should not worry too much. The new enclosure movement has laws to follow in the process of really importing and implementing. It is a step by step, and it can be gradual and not as difficult as we imagine. What we need to do is to enable enterprises to carry out the new enclosure movement more easily, to simplify the whole operation process, to grasp the key, and to make it easier after the first time, so that the framework can be constructed in a relatively short period of time, and then gradually improve and develop steadily.

Here are some key issues that need to be paid attention to when shoe companies introduce "new enclosure movement".

First, where should shoe enterprises enter the "new enclosure movement"?

This is also the most frequently encountered problem of halberd marketing in introducing new enclosure movement for shoe enterprises. We should know that in the course of actual operation, enterprises have to deal with a lot of complicated things, and often deal with urgent matters of "fire fighting". Therefore, when it comes to comprehensive and systematic reform, it is often difficult to find directions and pointcuts. At the same time, enterprises are all concerned about the impact of a reform on their own performance. Generally, they hope to make great changes in enterprises in the shortest possible time through the implementation of a change. Once there is no immediate effect, it seems that this kind of reform is not effective at all, and it will easily shake. The above two points are the mistakes we find in the implementation of change. We can understand the psychology of enterprises. market In the environment, every enterprise is eager to rapidly improve their business performance and win competitive advantage. However, this mentality should not evolve into a state of mind that is eager to get ahead. Enterprises need to improve their performance, but the key is to improve short-term performance or long-term performance. If we want to improve long-term performance, we must fundamentally solve the problem. At the time, we need a certain process, of course, we can shorten this process by effective means as soon as possible, but we must be stable in mentality.

No matter how big and difficult a reform is, in fact, as long as we grasp the key, we can draw lessons from the outline and outline the facts, and naturally integrate the remaining links. So, where should the shoe and clothing enterprises introduce the new enclosure movement?

Based on the long-term practice, the author suggests that the key to the new enclosure movement for shoe enterprises is to plan well. Only by starting from the planning can we effectively control the implementation of the new enclosure movement in the direction. This plan refers to the overall marketing strategic planning of the enterprises. We find that there are very few shoe enterprises with clear marketing strategic planning, basically replacing the planning with the goal, which is actually a misunderstanding, that is, the goal is equivalent to planning, in fact, many problems are related to this. Strategic planning and objectives are essentially different, and goals are just a measure of standards. Planning means how to achieve this goal. There is an organic combination of key elements of marketing. If there is no such marketing strategy, the goal will evolve into a self deceiving digital game. It will not only benefit the business, but will mislead enterprises and delay the development of {page_break}.

To make overall marketing strategy plan, shoe enterprises should clarify their strategic development ideas, including three major parts: strategic positioning, strategic objectives and strategic approaches. 在战略定位部分，企业重点要确定自身在各个关键点上的定位是什么，包括：消费群定位、需求定位、品类定位、品牌定位、价格定位、渠道定位、区域定位、模式定位、竞争定位，通过这些定位来为企业确定战略发展的核心;其次企业需要根据战略定位设定出未来要达成的战略目标，这个目标是一个综合目标，包括了企业的战略愿景、销售目标、利润目标、市场份额目标、增长目标、区域目标、网点目标、品牌目标等，通过战略目标来反映战略未来发展的一个评价体系;第三就是战略规划中的关键内容——战略途径，企业需要围绕着战略定位和目标来规划出如何达成目标的各种途径组合，主要包括品类战略、品牌战略、渠道战略、区域战略、客户战略等内容，只有将这些战略途径进行系统的规划，企业才能真正把握住新圈地运动的核心所在，也才会从根本上保障新 The success of enclosure campaign.

Question two, which key links should the shoe enterprises introduce into the "new enclosure movement"?

When we are carrying out a revolution, we will not grasp the details and eyebrows and moustache. For the shoe and clothing enterprises in the process of introducing the new enclosure movement, halberd marketing also suggests that enterprises must grasp the key to drive the effective implementation of the whole spanformation.

The core ideas of the new enclosure movement are location shops, combination shops and focus stores. The key links are naturally generated from these nine words. 在“定位店”这个关键环节中，准确的定位就是企业必须关注的核心，要做到这点，企业就必须将消费群定位、需求定位、品类定位、品牌定位、价格定位、渠道定位、区域定位、模式定位、竞争定位这几个关键战略定位点清晰地提炼出来，这样才能使代理商和零售商对企业要开设的到底是一种什么样的店铺心里有数，也才对接下来如何开设这些店铺进行规划;而在“组合店”这个关键环节中，企业需要抓住的核心就是要确定店铺需要通过哪几种业态形式具体表现出来，在当前的市场环境中，单一的店铺业态已经无法适应消费需求和市场竞争的发展了，一方面，企业每一季的货品量都非常大，但是这些货品不可能在一家店内完全体现出来，需要通过不同业态的店铺来进行分类组合，而另一方面，企业在市场上不可能完全按照自己的意愿来开设店铺，位置和资金都不 The market situation is flexible and flexible to adapt to the environment through the combination of different formats stores. Therefore, enterprises must ask agents and retailers to do well in the planning and layout planning of the market and business circle, so as to build a good foundation for the effective implementation of the "combined store"; in the key link of the "focus shop", enterprises need to assist agents to establish a systematic regional market planning system. In this system, agents should establish clear ideas on the main aspects of the development and layout of the responsible regional market, expanding the key points, expanding the time and resource allocation, so as to make the layout of the enterprise network avoid the scattered situation and disadvantageous use of resources, so as to ensure that the network layout of the enterprises in the regional market can be focused on the potential and quickly build a stronger brand influence. Permission, then it can only be based on

Question three, what steps should the footwear enterprises take to introduce the new enclosure movement?

After focusing on the ideas and priorities of the two questions above, the solution to this problem is not difficult. The author suggests that the shoe enterprises should implement the following steps when introducing the new enclosure movement.

The first step is to formulate the overall marketing strategic plan of the enterprise, clarify the strategic positioning, strategic objectives and strategic approaches of the enterprise, and take this as the overall direction and guidance basis for the overall marketing activities of the enterprise.

The second step is to reorganize the integrated marketing organization system according to the overall marketing strategic planning of the enterprise. According to the functional allocation requirements of the strategic planning, the Department setup, post establishment, function assignment and responsibility description of the organizational system are determined; {page_break}

The third step is to decompose the contents of the overall marketing strategic planning into all relevant departments and posts, and require the heads and staff of each department to work out the specific implementation plan of the department according to the strategic planning.

The fourth step is to work out a systematic plan for commodity planning, and make clear the combination structure of each season according to the overall positioning and planning.

The fifth step is to formulate a systematic regional market expansion plan, identify core regional markets and core business circles, and identify the requirements and standards for the layout of different business circles, as well as formulate relevant policies for supporting market expansion.

The sixth step is to establish an efficient three level supply chain system, and provide professional guidance to retailers and agents through commodity planning. Meanwhile, the efficiency of internal supply chain operation can be enhanced through process optimization and improvement.

The seventh step is to promote the implementation of the standardized retail mode of the terminal store, formulate the implementation plan and operation standard of the standardized selling mode, and determine the pilot area and store of the scheme, and create a model store for the standardized selling mode.

The eighth step: in accordance with the requirements of the implementation plan of the overall marketing strategy, the KPI performance appraisal system of various departments is formulated to guide and standardize the implementation standards of the strategic plan strictly followed by all departments, and to guide and train the relevant departments, and to train all departments and personnel to grasp the essentials of the strategy implementation plan through supporting training.

These are the main steps for the implementation of the new enclosure movement. There are still some more specific sub steps in the implementation of the new enclosures.