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Several Choices Of Chinese Shoes And Clothing Channels

2014/3/10 23:01:00 62

wait, wait for spring, wait is the hard truth.

Many brands have been waiting firmly.

in fact, all the < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > know the brand business, the channel is the last scenery of profit, working hard in the channel, maybe it can reverse the passive situation.

However, the channel is facing the market. In 2014, the shoe and clothing market reached the "critical point of ice". Who can thrive on such a boundary?

some people say that madam Li's World War II Tmall and Tmall double eleven wars have once again hit 35 billion sales miracles, which have made shoes and clothing brands shining brilliantly. But think carefully, how can special features cover universality? How many markets have been overdrawn by the "low price miracle" of the electricity supplier, and how many shoes and branded brands have been damaged?

"P > No, that's not enough. Then how can the shoe and clothing brand be proud?" Tan Ru, the brand observer of Chinese shoes and clothing, believes that 2014 is bound to be a year of brand change. The channel change is particularly obvious, and there are three directions for us to choose:

dilution agent system

Less than P, the brand agent of Chinese shoes and clothing was popular, and the brand dealers relied on the local provincial agents in the provincial level, and then invested in one level and one level, and wholesale and circulation.

Some people call this model: raise a son for a brand.

Tan Ru, the brand observer of Chinese shoes and clothing, has often taken part in the ordering of shoes and clothing brands in recent years.

At the meeting, brand agents ask agents to speed up the refund and pay employees.

Agents secretly seek brand names to make policies, compensate for profits that have been thinned by price increases, and take part in losses.

on the surface, brand dealers rely on agent system to rely on the channels of agents to enter the regional market, that is, save time and effort, and quickly open the sales situation.

But now that the situation has changed, some regional agents have become rich. In order to safeguard their vested interests and gradually maintain their integrity, they must strictly control their own "sites". They are afraid that the close contacts between brand dealers and terminals will put themselves on the fence. Therefore, they should be fortified everywhere. They will set up barriers for the sale of "details" of brands, and some agents will change their minds.

some agents even hold the branding neck of their own interests for their own interests. They put in products at lower prices and then dump the goods at a lower price. The whole process of trading seems to be that the agents are not making money, but are setting a huge cash flow.

Agents do everything possible to default on the payment of brands, earn some cash flow, invest in matters that are not related to the brand, or even invest in the competitors of the brand so that the brand can suffer huge losses.

under such circumstances, the agency system exists in name only, and the agency contract does not have any substantive constraints on the agent. The large circulation of the agent system and the extensive operation of the wholesale market make the brand operators unable to control the market.

Agents have become "intestinal obstruction" for brands to expand their markets.

at the same time, agents can not guarantee the safety of the market and funds, and become the pfer stations of brand dealers. The essence of agents is terminal distribution centers, from brands to agents, and then to terminals.

today, the first batch of 30% agent mode has been lost, and the agent system has evolved into a buying and selling system. Many manufacturers have already paid the money in one hand, but not on credit.

Under such operation, the maintenance of agents to the regional market will be greatly reduced.

Agents will not spend much effort on brand maintenance, promotion and network layout.

although there are also some brands who are trying to break through the bottleneck of the channel under the control of the agent system, they really want to exterminate the agent system. They are just too good. Because the constraints are too many, the strong dragon is no more than the local snake, and the large amount of funds owed by the agent has not yet been returned to the cage. Therefore, the brand business is only going to slow down the agency system.

win win straight camp /p >

in the past two years, the Chinese shoe and clothing industry "go to join" is rampant. BELLE has solved the problem of franchising through the way of share purchase, and Daphne has increased the number of Direct stores by 30%.

It seems that direct management is a higher level of brand management, and has become an irreversible trend in China's footwear industry.

it is undeniable that "de franchising" is a good way for brands to exclude "intestinal obstruction" and enhance market competitiveness, but this good method can only be established on the basis of win-win conditions.

Tan Ru, an observer of Chinese shoes and clothing brand, met with such a story in Chengdu.

Q shoes company tried to get rid of the shadow of agents controlling the terminal for several years, and began to "go to join".

The southwest is the largest region in the west, with a large population and strong purchasing power. But under the agency system mode, the sales revenue of Q shoe companies in the southwest is only about 10000000, and the sales of the brand red dragonfly can reach 300 million every year. This makes Q shoe company feel ashamed and painful. It has decided to go straight to the camp, the marketing center will be recruiting soldiers, and through training, it has formed a battalion which has been rich in the characteristics of Q Shoes Companies.

Zhang Jun, one of the best, was stationed in the southwest and began to camp.

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"P", starting from the beginning, and crossing the influence of agents in the southwest region, Zhang Jun did not dare to neglect it.

With the strong support of the company, Zhang Jun first excavated the sales personnel of the footwear industry, and made a comprehensive scan of the southwest market by relying on the guidance of talents. He formulated the strategy of "cutting marketing", then searched the shops in all directions, made a net layout in the southwest, then promoted a shop, a shop, and grasped the details.

A year later, Zhang Jun lost a lap, but sales reached twenty million. At the end of the year, he got 80 thousand annual salary and 60 thousand bonus. Q shoes company and Zhang Jun were all in high spirits.

second years, the wonderful continues.

Zhang Jun has gradually gained fame in the southwest. Many brands have dug him up, claiming that Zhang Jun's value is at least 300 thousand years or more. Q shoe companies are too stingy, and they only regard Zhang Jun as a tool to earn money.

At first Zhang Jun laughed at these gossip and thought it was a competitive brand.

But much said, and the mind was constantly being aroused, and Zhang Jun gradually felt wronged.

Q shoes company, of course, knows the value of Zhang Jun. Every year, he gives Zhang Junjia an annual salary and gives a percentage of the amount of work he has completed.

However, based on their own profits and other cities' direct camp considerations, Q shoes company is very stingy, and Zhang Jun only gets "drizzle".

Five years later, the Q shoe company's annual sales exceeded 100 million yuan in Southwest China. Zhang Jun was promoted to general manager of sales and returned to headquarters.

A year later, there was a contract of yin and Yang signed by Zhang Jun in the southwest and many shops. One was a high rent contract to Q shoes company, and the other was a real contract paid to the owner.

This means that over the past few years, Q shoes company has been paying a lot of rent for direct rental stores, which has been "black" by Zhang Jun.

Zhang Jun walked without shame.

The sales of Q shoes in Southwest China collapsed, and back to the era of agency in 2013.

Why do you want to do Yin and yang contract? Can Zhang Jun do it? Just now, when Tan Ru confided his heart to the Chinese shoe and clothing brand observer, he pointed out that the direct camp mode is the trend. We must ensure from the system that the unilateral interests will not be too long P.

Because the battalion operators are all employees of the company. They can only get some dead wages and bonuses if they are doing well. They will not excite the enthusiasm of their employees too much, nor will they keep them.

So, in order to stimulate the enthusiasm of the staff in the store, besides the spiritual encouragement, it is also necessary to encourage them. Q shoes company is very strict in cost control, the employees get less wages, and the temptation of the high salary of the competitors is unstable.

But I have to keep people.

Since the company doesn't give it, I can only do it myself.

As a result, I signed a five year contract, and the rent to the company is only a little higher than the actual rent, but it is even lower than the short-term rental contract now signed, and the company is not suffering.

I used the rent differential to give bonuses, to engage in relations, and to promote sales. The result is very satisfactory. How many times did sales turnover? How much profit did the company get? The fact is there.

Unfortunately, the Q shoe company only sees flaws in its direct business, making a mountain out of a molehill. What's the result?

Therefore, whether the shoe clothing brand can be successful, the core question is whether we can scientifically formulate the distribution mechanism and achieve a win-win situation rather than unilaterally profiteering.

In the direct camp mode, there are no permanent employees, only permanent interests.

according to Zhang Jun, the game and breakup between manufacturers will burst in 2014.

A large area will continue.

Tan Ru, the brand observer of Chinese shoes and clothing, believes that since the agents are unwilling to give their brand to their sons, brands must get rid of the plight of the "full-time babysitter", speed up the brand direct operation, implement the "win-win win" mode in the second tier market, and attack the market in the popular market; in the three or four line market, rely on the agent system and the direct operation system to carry out the channel strategy and make the small market.

P > depth extension of the line below the line /p >

In the "P eleven" war of 2013, the brand owners also touched the 35 billion hot temperature of the day, and found a truth: when the physical channel is shrinking, the electricity supplier is the most important sewer of the shoe and clothing brand.

Many brands even began to fall in love with online sales, but were opposed by all the agents below the line.

The reason is very simple. If we sell the price according to the "double eleven", we will surely upset the value system of the whole brand, not only losing money but also overdrawing the brand market.

in the face of collective objection from the agents, the branding dare not act rashly, but they are not afraid of death.

After in-depth study, brand operators find that the electricity supplier is not as beautiful as imagined: if the price orientation of the choice of the lower position line is lower than that of the offline price, the increase in online sales may lead to a reduction in the number of offline products, that is, the benefits from the offline distribution. The brand can not get the profit from the increment. If the electricity supplier is only cleaning up the sewer of the stock, it will damage the brand image, so it can not rely entirely on the electricity supplier.

it is learnt that in order to avoid the embarrassment of different brands of brands and models on the same line, a famous brand has prepared 1 million pairs of shoes "online shoes" for the preparation of "double eleven". Only half of the shoes sold out, and the rest of the goods are sold out at any time.

in fact, store rents are rising, staff salaries are rising, operating costs are increasing under the line, and stock is still increasing. So what happens to shoes and clothing brands under such circumstances?

Wenzhou shoes and clothing industry celebrities, bagregi a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > Co., Ltd. deputy general manager He Yancan asserted that in 2014, online and offline depth extension is the breakthrough of Chinese shoe and clothing channel pformation, O2O mode will be popular.

The traditional brand of shoes and clothing has a certain brand awareness, which can not be compared with the emerging brand of e-commerce.

Brand recognition is the foundation of consumer trust, which can be proved from the Tmall sales of "double eleven" this year. Camels, AOKANG, and Erkang rank the top three in men's shoes; camels, Daphne and BELLE rank the top three in women's shoes; JACK&JONES, seven wolves, GXG, Luo Meng and Mark Ed Faye are ranked the top five in men's wear list.

At the same time, the electricity supplier is not what it used to be, not only to the function of "sewer", but also become a brand-new channel for brand operation of shoes and clothing. Therefore, it is urgent for Chinese shoes and clothing brands to do the deep extension of line and line.

"offline experience to pick up the goods, online order O2O mode should be the trend."

He Yancan believes that O2O combines the opportunities of offline business with the Internet to achieve complementary advantages: Internetware has the advantages of cross regional, boundless, massive information and massive users. It can become a front desk for offline pactions; the physical store is also convenient for consumers to experience, and it can provide consumers with more quality products and services and rich brand resources.

according to Tan Ru, an observer of China's shoes and clothing brand, facing the destruction of the electricity supplier, almost all famous Chinese shoes and clothing brands have the impulse to "touch the net" or are in the electricity supplier. However, under the conflict of the actual controller of the real shop, many brands are still hovering before the electricity supplier. Some people who advocate a solid store like a Mountain Tai have only ulterior motives, and those who advocate the death of the shop must be closed.

How can you say that the integrated channel layout under the "online and offline wings" is the brand choice of Chinese shoes and clothing in 2014.

China shoes and clothing brand observer Tan Ru predicted that under the new situation, we should cut the leek to look for customers, open the two sessions (investment promotion and training sessions), find all kinds of masters to brainwash their customers, engage in three principles of collage (fight policy, distribute and distribute people). With the help of WeChat and micro-blog marketing, it is hard to erase the "haze" of the Chinese shoes and clothing brand after the illusory prosperity.

We should keep pace with the times, make the best of the times, weaken the agency system, win direct competition, grasp quality and recognition, actively embrace the Internet, "quickly digest" the layout of mobile terminals, achieve "a href=" //www.sjfzxm.com/news/index_c.asp "cross boundary marketing" /a ", break through the function of" downstream channel "of electric business, and realize the pformation of O2O integration, which is a new channel for the pformation of Chinese shoes and clothing brand, which is the choice of brand shoe channel pformation in 2014.