Shoe Clothing Industry Transform Marketing Mode To Achieve Breakout

October 13th, 2010, for shoes and clothing enterprises are destined to be a challenging year, is the industry. Transformation And the key year of breakthroughs can not be changed in time. Management There are bound to be a large number of brands facing the elimination of ideas and models.

Extensive enclosure mode market Predicament

In recent years, with the development of sports brand, men's wear brand and leisure brand in the domestic market, the competitive situation of Chinese footwear industry has been very intense. This will bring fundamental changes to the marketing mode of the shoe and clothing industry. For example, the number of stores in 2009 was 7249, the number of stores increased by about 1004 in the previous year, and the number of stores in 2009 was about 6600, which was about 12% higher than that of 5900 in 2008, while the 2010 annual plan increased to about 8100. In KAPPA, the number of shops in 3511 was 3511, and the number of shops in 2009 increased by 703. Several famous sports in China

From the above data, we can see that the movement of domestic first-line shoes and clothing enterprises led by sports brands is extremely fierce. In the industry, even Hongxing Erke plans to expand the number of shops to about 10000 in 2010. The result is a direct rise in the two or three straight line shops rents in the country. According to our investigation on the market front line, in some counties of some cities in 2010, the rent of a shop of 40 square meters in a category of two categories can be as high as about 200000 yuan per year, which does not include the transfer fee of more than 1. 2 million yuan. The rent of commercial shops in Prefecture and County cities has increased by 50% to 100% in many provinces. In this way, for a large number of two or three line brands, it will directly increase the difficulty and pressure of expanding shops. Many enterprises have made plans for the expansion shop, but the actual progress is not ideal. The fundamental reason is that even if the store rents are too high, no profit can be sold even according to the higher operating rate of return. This greatly increases the pressure on agents and franchisees to run shops. In the end, everyone is working for the landlord. If we follow this trend, the final result will be the strong and the weak, which will widen the polarization gap, and even directly lead to the disappearance of a number of brands from the market. In fact, even some well-known brands such as 360 degrees, and so on, the franchisees in some markets are closing the shops.

　　2009年以前，行业内圈地运动的主流方向还是围绕着二三线市场所展开的，随着城市商业店铺租金的迅速上涨，一些转型慢的企业还在寄希望于一二线品牌来不及拓展下级市场，自己仍然有市场发展的空间，但是转眼间形势突变，自2009年以后，圈地运动已经迅速下沉到四线市场，即大量的乡镇市场，而且这场攻势恰恰是由一二线运动品牌所发起的，李宁、安踏、特步、鸿星尔克在市场上遍地开花，贵人鸟、喜德龙步步紧跟，市场上留下来的空间越来越少;当然，另一些运动、男装及休闲品牌同时也在反向圈地，比如361度、利郎、美特斯邦威等，他们在一线城市主流商圈投巨资或租或买建立旗舰店，这已经是另外一种思路的圈地运动了，更倾向于强化品牌价值与客户体验。

In the face of this situation, we have been thinking about the question: what should they do next when these brands have been enough for business and industry? Behind this question, what is hidden is: how can we really promote the growth of shoes and clothing enterprises? At present, such problems are common in the market. Many franchisees have been faced with poor business conditions after joining the shop, and they can not get enough support from enterprises, so eventually they have to switch stores or turn into other businesses. If these enterprises are still not fully aware of this problem, they will face the threat of such a disaster: they will be deserted by franchisees one day. Only by truly solving the problem of survival and development of franchised stores can we fundamentally remove the obstacles to the continuous growth of enterprises.

Until now, we have to reflect on the rapid development of the enclosure movement in recent years. Over the past few years, we have been guiding the whole shoe and clothing industry to carry out enclosure movement. This is the nine word truth advocated by Minnan sports brand and men's wear brand: extending the rules of opening more stores, opening large stores, opening up good stores, and "opening more stores in big cities and opening small stores in small cities". But in view of the market environment in 2010, in addition to those first-rate brands with financial strength and brand influence, can shoes and clothing enterprises really rely on these nine words to expand the market?

　　请大家仔细回想一下，这九个字诞生的背景是什么时候?安踏在2001年正式开始启动品牌专卖体系之时，整个行业的运作都处于粗放式的传统批发模式，安踏以其远见与魄力展开了品牌化的圈地运动，在那个阶段，多开店、开大店、开好店，无疑最符合当时的市场环境，但我们要思考的是，那时候有现在如此众多的竞争品牌吗?有如此竞争激烈的市场环境吗?店铺经营的成本有现在这么高吗?品牌传播的环境有现在这样多元化吗?安踏以及后来跟进的众多运动品牌及男装品牌，他们的成功是在那个市场环境下的成功，但对于目前实力还不够强的众多二三线品牌而言，是否还能够按照已经成功者的游戏规则来玩呢?恐怕这只是强者的商业逻辑，而根本没有弱者话语的空间!在整体鞋服行业竞争已经到了白热化的今天，圈地运动仍然需要，但是圈地的模式已经到了必须创新突 When it breaks, the enclosure movement must go beyond "opening more stores, opening big stores and opening good shops". We must upgrade and develop from the extensive mode to the lean and lean direction. Enclosure movement is by no means an end, but a means. We must embark on a new revolution in enclosure.

"New enclosure movement", overturning the logic of the strong

In our view, under the traditional enclosure movement rules, "opening more stores, opening large stores and opening up good stores" has become the strong logic of successful brands. It has the distinct background of the times and is the product of the extensive operation of brand operation. In today's market environment where brand operation has become the mainstream, if the successors still follow this strong logic, the game rules created by this successful person will fight against the successful people, and are doomed to be submerged in the shadow of the first-line brand. The real way out and the blue ocean lie in breaking the strong logic and completely carrying out operations with different ideas. The core of it lies in: "changing the direction is the first!"

We advocate the launching of the "new enclosure movement", which is to subvert the traditional "open shop, open a large store and open a good store", and turn from the extensive enclosure to the lean enclosure. In the current market environment, there are not many shops that can be opened, but the "open shop" faces the unbearable rental cost. "Opening a good store" is subject to goods and brands; therefore, in the "new enclosure movement", we extract the "new nine character truth", that is, location stores, combination shops and focus stores. In order to make a new subversive breakthrough on the basis of the original, we set up the game rules of the latecomers.

Location store

Behind the "location shop", it has a very deep connotation. It is not a simple exposition of enclosure movement, but a redefinition of the business model of shoes and clothing enterprises. The so-called "location shop", its essence is to promote domestic shoe and clothing enterprises to transform from product manufacturers to brand retailers. Under the operation mode of brand monopoly, each franchised store has its own exclusive sales space, brand display and sales personnel. Its overall existence is based on an independent business entity. Therefore, the idea of "location shop" is to remind shoes and clothing enterprises: you are doing retail business instead of simply selling products. It is no exaggeration to say that there is no "location shop" and "opening a good store" is only a luxury.

In the connotation of our "new enclosure movement", if we do not locate the shops that we want to operate in advance, this enclosure movement is doomed to fail. The business logic behind it is very simple, that is, we must thoroughly implement the customer consumption orientation. A shoe brand brand store sells to customers not only the tangible product itself, but the brand added value with the product as the main body and integrating all the elements of shop design, shop windows, shelves, models, lights, posters and so on. Therefore, the key to successful development of brand stores is to integrate the shops and products. The positioning of shoes and clothing brands must first be reflected in the location of shops. The products are only the specific manifestation of this store positioning. Only a shop with clear positioning can have the foundation of chain development and scale development. Just like McDonald's and KFC, they are first of all a branded retailer, followed by a restaurant operator. Similarly, LV, CK international luxury brands are also first fashion retailers, followed by clothing, shoes, leather goods and other products providers. Why is bulk sales in brand stores and hypermarkets simply not the same thing, because the former is running the shops while the latter are just selling products! {page_break}

It is precisely because of this that we have clearly positioned a brand shop which is mainly based on board shoes as "shoe shoe fashion leisure shop", which means that the brand is first a fashion and leisure brand retailer, followed by a casual fashion supplier with board shoes as the dominant category. Under such positioning, it is possible to promote the scale development of the brand in the national market.

Combination store

The "combination store" is a further deepening of the "location store". Its connotation still lies in the effective operation of the store. The core is to make a comprehensive development of the market by adopting a variety of store forms under the premise of accurate positioning of the brand store, which we call "multi format layout". The background of its birth is that the development of the shoe and clothing market is actually unable to fully meet the needs of a certain type of shops. One is the promotion of the diversification of consumption demand, the other is the contradiction between the enrichment of goods and the limitation of the single shop area. Third, there are also obstacles to the competition of brands in the commercial space. These factors make enterprises need to expand the market through "one brand, many stores" or "multi brand and multi stores".

There are 13 stores in the business circle. The types of shops include standard shops, boutiques, specialty stores, discount stores and other formats. The standard store has the largest display and shopping experience, and the boutique focuses on a certain type of consumer groups (such as children). Specialized shops are the integration of certain types of goods (such as the "Coldplay" fashion shop), while the discount stores focus on the needs of the low consumption groups such as factories and suburban areas, as well as the demand for off-season goods sale. Thus, through the combination of many formats, the market has the largest market share, and the competitors are hard to seize more space resources and eye attention. At present, sports brands are characterized by outstanding brands, such as the mainstream of a developed county market.

In the leisure brand, the brand is located in the form of another brand "ME&CITY", targeting young, fashionable and business office workers. It focuses on meeting the consumption needs of the 25~35 year old people. The menswear brand ll also plans to launch another brand to meet the needs of younger consumers who aim to be 20~30 years old. These brands can achieve market share from another angle through the location of different stores, and the top of them is the Bestseller group of Denmark. Its three brands of ONLY, VERO MODA and JACK JONES are always combined together to shake the minds of consumers with the gesture of brand group army.

Under the mode of "combinatorial store", especially for some weaker brands, the market can be occupied by piecing together the whole market. Instead of having to open a large store to expand the market, of course, all of these must be done under the premise of a "location shop" so as to form an organic integration of shops and goods. In the current market environment, if there is no application of the "multi format combination" mode of shops, just blindly open more shops, the result can only be described by "hard days".

Focus store

"Focus shop" is no doubt a direct response to the "multi shop". If "multi shop" is only a simple manifestation of the figures, then we can only say that this is just a mindless digital game, and it will be more difficult for the current enterprises to expand the regional market through agents to get out of the current predicament.

　　我曾经对一家服饰企业的代理商进行考察，其中一位代理商拓展了近200家的加盟店，在其公司内部地图上的门店布局中，我发现虽然其门店数量并不少，但实际上在整个区域中的分布却非常零散，其中有接近一半的门店在地理位置上都相距较远;而为了服务这些零售网点，代理商安排了7名市场人员分布在东西南北中5个区域进行拓展和维护，但实际上，对于门店所需要的装修、货架安装、陈列、订货、终端支持、退换货等工作，这几名市场人员根本就忙不过来!这种状况意味着代理商对市场拓展并没有系统的规划，只是被动地应对，事实也完全证实了这一点，这位代理商下面的加盟店绝大部分都是自己找上门来的，并不是代理商规划出来的!而代理商为了完成开店的目标，采取的方式很简单，只要给得出钱我就给货，尽管其也会对加盟商的门店进行考察，但既缺乏 The guidance of store positioning for enterprises is also lack of planning for store layout, resulting in the layout of all these stores without rules, and shops and shops are hard to connect with each other, so that brand effect can not be fully formed.

Therefore, from "open shop" to "focus store" is not merely a quantitative change, but a strategic requirement for market expansion. Here, we have introduced a strategic market development model for shoes and clothing enterprises, ARS, whose full name is area roll sales, that is, regional rolling sales. This is a market strategic operation mode that divides the region, focuses resources and makes the best of the region. Its basic strategic idea is to divide the whole enterprise controlled area into a large area, subdivide the large area into smaller areas (the agent responsibility area), and further narrow the agent area into a local market, and then start the continuous offensive of the local market. The significance of importing ARS mode to expand the market for shoes and clothing enterprises is that if we want to build up the advantage of the sales network, we must avoid dispersing strength in the vast market area. We must concentrate on becoming the first in the local market and finally become the first in the whole market. Therefore, we must classify the regional market, identify the core area, then focus on the intensive cultivation to become the first market, so as to establish a number of base markets in the whole country, and create a competitive advantage.

The core of the so-called "focus shop" is to strengthen the control over the channels and terminals. Therefore, shoes and clothing enterprises need to change the current extensive enclosure mode. They must change the passive market expansion into the initiative. Under the premise of "location stores" and "combined stores", the market personnel who assist the agents in the regional market are systematically planned by the market personnel, and the business combinations and business combinations are clearly defined. The emphasis is placed on the implementation of intensive cultivation in the core market, the improvement of the store layout and the standardization of terminal performance, and the establishment of a systematic marketing management system as a support support so as to truly achieve the goal of "opening a good store", which is truly the purpose and significance of the "enclosure movement".

To sum up, we hope that through the new interpretation of the "new nine character truth" in the "new enclosure movement", we will overturn the traditional enclosure model which is currently formulated by the first-line brand, and change the business mode of the shoe and clothing enterprises with a completely new business logic, transform the extensive enclosure into a lean enclosure, and innovate the thinking in the grim situation of the current network density and rents, so as to finally achieve the ingenious breakthrough in the market predicament.