Jinjiang Shoes And Clothing Enterprises Have No Shop Selling Road

No shop sales include four categories, such as telephone shopping, TV shopping, catalog mail order and online shopping.

Compared with the sales of physical stores, the biggest feature of non store sales is that there is no face-to-face shopping place. The brand building, shopping experience and operation mode are totally different from the sales of physical stores.

At the same time, different development stages of shoes and clothing enterprises have different strategic positioning for non store sales channels, which determines the essential difference between the degree of reliance on the non store sales channels.

Generally speaking, foreign trade companies have higher level of e-commerce because of their foreign trade business. Their processing of foreign trade clothing is often done by means of network sales.

When foreign trade shoes and clothing enterprises fight for the domestic market, the sales channels are blank. Starting from reducing the cost of channel construction and seizing the opportunity of entering the market, we can consider all kinds of non store sales channels as the initial channel or even the main channel for product sales, and expand the network sales window, which is mainly aimed at sporadic foreign trade sellers, to expand the network sales platform for direct consumers.

In reality, the PPG light assets operation mode has gone through a road of no store sales success, which relies on catalogue sales, network sales and call centers, selling 10 thousand shirts every day.

Foreign trade enterprises can try this kind of non store sales mode and create online sales brand.

Of course, in the regional market where the target consumer groups are concentrated, it is also necessary to establish some own brand entity stores, which can support each other and complement each other.

At present, the shoe and clothing brand enterprises need to deal with three key subjects: first, the differential positioning of the existing franchised store channels and the no store sales channels; any enterprise must bear in mind when formulating its marketing strategy. The fundamental change of marketing is the change of consumption demand, and the change of consumption demand is directly reflected in the change of sales channels.

Different channels reflect different sales terminals, which represent different shopping places, corresponding to different consumption groups and different consumption habits.

Any kind of sales channel has its reason for existence -- mutual complementary, absorbing new consumption groups and meeting new consumption needs.

Traditional shoe and clothing brand enterprises must solve the conflict of interests between traditional sales channels and non store sales channels when they enter the field of non shop sales such as online shopping.

From the point of view of the current brand shoes and clothing enterprises, it is necessary to identify the new consumer groups that are locked up by the no store sales channels, whether they are potential consumers or existing customers.

Taking Internet sales as an example, attracting new Internet users should be the starting point for brand shoe and clothing enterprises to test the sales channels without shops.

If every new addition to a non store selling consumer means a reduction in the actual consumer of an existing entity store, the direct consequence may be the loss of customer groups and the increase of operating pressure in the entity stores.

This kind of "left hand to fight the right hand" and the result of this change will not be the original intention of every brand shoe and clothing enterprise without shop sales.

Two, the existing franchised store channels and non store sales channels, if the non store sales channels are located in the existing entity stores supplementary channels, then from the sale of goods combination of structure design must be in place.

It is worth considering carefully whether the new products are suitable for simultaneous sale in the non store sales channels in the same period.

If we sell the same goods at the same time, we will have some damage to the brand reputation.

After all, from the perspective of attracting consumers, the biggest advantage of non shop sales lies in the convenience of shopping and the preferential price.

But for different enterprises, the two advantages of no shop sales should be biased, that is, the location of no store sales channels, whether the consumers are inclined to be good at quality or low price, or tend to value for money.

Good quality and low price is the same quality of the same goods, and the price is substantially favorable. The value of goods is the same quality and the same price, and it provides value-added services in terms of goods uniqueness, shopping convenience, service personalization and so on.

It is worthwhile to think deeply about brand shoe and clothing enterprises.

At present, many shoe and clothing enterprises carry out the futures order meeting mode. The inventory pressure of the enterprises is very small. But as the regional agent level of the channel partners, because of the various reasons such as the delayed delivery of the headquarters, the deviation of their own orders and the cancellation of the booking futures by the franchisee, the pressure on the channel inventory is becoming increasingly heavy, which has seriously affected the return of the agent's funds, and has also threatened the safety of the credit funds of the enterprises to the agents.

At present, the shoes and clothing enterprises generally require agents to handle their own stock, and some enterprises try to help solve them by means of marketing.

On the one hand, the effect of inventory digestion is not obvious. On the other hand, it will have a direct impact on the sales of new products.

Relying on network sales, the centralized backlog of inventory products of each regional agent is set up as an online special store, just satisfying the consumption characteristics of no store sales price preferences, while desalting the specific sales area, and the effective separation of online consumer groups and consumer entities of physical stores will not directly damage brand reputation.

Three, no shop sales channel operation mode, no shop sales is not simply rely on telephone, television, network, mail and other technical means to carry out sales, hidden behind these technical means is no shop sales overall mode of operation, including brand operation - product mix - online promotion - customer service - logistics distribution and other key links.

Among them, the trust level of brand, the richness of varieties, the effectiveness of promotion, the meticulous degree of service and the quality approval degree of goods are all the foundation for the existence of no store sales.

In particular, brand trust is the biggest obstacle to store sales compared to physical stores, and is also the lifeblood of the success of non store sales.

Taking Internet sales as an example, the power of Internet users' word of mouth is extremely powerful. The so-called "word of mouth is also a word of mouth, and a reputation for failure". Any network operation problem will cause consumers' discontent to be quickly and comprehensively enlarged. The brand survival of the Internet sales enterprise, which is the foundation for survival, will vanish in an instant.

At the same time, no shop sales also impose strict requirements on the degree of enterprise informatization.

Compared with the real shop's "one hand payment, one hand delivery" on-site paction, the seller and purchaser of the shop without sales are partitions in space and separated in time, relying entirely on the information system to achieve communication.

Therefore, relying on information technology to achieve a strong plan and co-ordination management is a practical guarantee for developing a no store sales mode.

Enterprises with lack of information technology should be cautious about the sale of non shops.

Jinjiang and even Minnan shoes and clothing brands rely on franchising mode to grow rapidly, and thousands of stores are spread all over the country.

The physical stores of these traditional sales channels, while contributing sales to enterprises, are also under tremendous pressure of operation and management.

The annual rental and staff salaries are the biggest threat to the operation of the entity stores, and the increasing competition stores and increasingly fierce competition means also plaguing every entity store.

Every year, there are many stores that are constantly operating or even closing down.

How to attract potential customers, how to improve the loyalty of free customers, and how to retain loyal customers are the multiple problems facing each store.

Similarly, as a latecomer in the domestic market, many foreign trade shoes and clothing enterprises have found that the cost of creating exclusive store sales channels has been several times higher than that of the industry pioneers.

Therefore, how to bypass the physical stores to invest in huge and competitive Red Sea has become the focus of foreign trade shoes and clothing enterprises trying to innovate.

With PPG as the representative, no shop sales are in the ascendant. How can foreign trade pformation enterprises take advantage of no shop sales?

How does a traditional brand shoe clothing enterprise try to sell water without shops?

Mr. Bi Xiaojun, director of real marketing marketing, director of Shanghai Hui Hui Marketing Consultancy Co., and director of Minnan office, published his view, Bi Xiaojun, director of Shanghai to Hui marketing consulting and director of Minnan office.

At present, the marketing research focuses on the marketing mode and marketing management system of consumer goods, serving many famous Southern Fujian businesses, including yak food, Qike food, Qipai men's clothing, Fuma food, noble bird sports, wood lensen shoe industry, mingle sports, kangaroo leisure sports and so on.