Dongguan Shoe Enterprises Transformation Obstacles: Brand And Sales Channels

Recently, influenced by many factors, such as the slow recovery of orders in the European and American shoe market, and the appreciation of the renminbi and the rising price of raw materials, Dongguan shoe enterprises Once again faced with transformation. But to do domestic sales, brand and Distribution channel Still the biggest obstacle.

Dongguan shoe enterprises are facing a dilemma. To do overseas markets, prices continue to fall, and the market size continues to shrink. Department stores do not give brands a period of cultivation. They will be forced to go out when they fail to sell on the shelves for a year.

Analysis of Dongguan shoe enterprises to do domestic marketing ideas, I believe that shoe enterprises in the initial stage of transformation to emphasize brand and channel, will let itself fall into a wall of attack, and can not retreat.

Any market is structured, and any brand is positioned as a sales crowd. That is to say, not all markets need brand support to achieve sales. The traditional channel of shoe enterprises can not avoid colliding with brand enterprises. Are there any brands that have low cognition or only choose functional consumption instead of the consumer and consumer market? The answer is yes, yes, and very large.

In my view, Dongguan shoe enterprises need to take the road of rural encirclement of the city. A figure from mouth to mouth in the footwear industry shows that China has a large space in the domestic market. If the Chinese average annual consumption shoes can reach 4 pairs, that is to add a pair on the basis of the existing 2.8-2.9 double, it will increase by 1 billion 300 million, not to mention that the per capita consumption can reach 7-8 pairs in the European and American countries. The question is, where is the increasing market? From the analysis of purchasing power elasticity, it can be judged that the rural and two or three line cities occupy a large share of this increasing market.

The advantage of Dongguan shoe enterprises lies in production. manufacturing process With excellent quality and high quality, the cost performance of such products to meet the needs of the rural market is quite high. Moreover, the rural market is a weak area of strong brands. The cost of doing the market is much lower than that of the urban market. The opportunity for Dongguan shoe enterprises to enter is very large.

Even if we choose to make a city market, it is best to avoid such a commercial form as a hypermarket. We aim to build channels and terminals at the concentration of workers' places (including a number of enterprises to jointly build terminals), and cut down the market of low-end consumers, which is very elastic in consumption.

There is a very big misunderstanding for Dongguan enterprises to do domestic sales, that is, they are unwilling to sell their own domestic sales channels alone. Such a practice will make the shoe enterprises face the pain of the second transformation in the near future.