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Wu Hui Qi for the South, however, the situation may be far less bad. Southern Qi face from 90 years a large number of Eastern Europe, Western Europe, South America and other international markets in the shoes of the production and export, but from 2001, the company began to consciously cultivate independent brands, to develop the domestic market. "Company's brand 'good dog' is created at the time," said Wu Hui, "A few years ago the company noticed the increasingly difficult export environment, gradually building to strengthen the domestic market but also for businesses looking for a good 'escape route'." In Wu Hui seems relatively stable trading environment, after all, if you have own brand and a stable domestic market share, it is equal to grasp the initiative. In Quanzhou, Jinjiang area, Southern Qi companies hold the same view there are many, Jinjiang Kang Tai Shoes Co., Ltd. are planning to rapidly seize more domestic market share. Marketing Manager Yao Yong believes that the current children's shoes market is in a "feudal strife," the period has not yet emerged a leading brand, a larger space for the domestic market, "From this point, it is still much room The. "Yao Yong said. In fact, even without considering the shoe trade in exports and thus fought in the domestic market factors, the potential of domestic shoes market, or for many companies and experts promising. According to statistics, at present, children under the age of 16 in China 3.8 million, about a quarter of China's total population, and each year there are about 27 million newborns born. As people's living standards improve, the family's spending 40% of the child consumer. In particular, China's one-child policy decisions of the consumers of this particular age group is the most potential in today's society the consumer groups. In response, the industry said, it is now the standard of living getting higher and higher into the lives of parents of growing children, children's consumption shows an obvious personalized, proactive buying trend. The data show that consumption of children in this "list", the children's shoes in the market space will be increased year by year, the number of children if the country 3.8 billion, per capita consumption of 4 pairs of shoes per year, 20 yuan for every pair of shoes a conservative calculation, domestic shoes market will be 28.8 billion. Children's shoes compared to other children's products, the cost of a small, profit, in the eyes of businessmen, children continue to grow in the foot is rolling in financial resources, "the poor half of the foot without shoes," the teaching of young parents also stimulate the nerve, which More and more companies have become involved in domestic shoes market factors. But for now it seems, lie in the enthusiasm of enterprises and between the huge market is a difficult decision, such as the perfect marketing system, establish a standard proxy mechanism, are needed to solve enterprise. Children's shoes from the business model to see the domestic market In fact, the market is currently operating in China have developed children's shoes in a more mature, more fierce competition in the industry, format variety of forms. However, in these different operating modes have different advantages and disadvantages. Wholesale marketing. Distributor brands within a given area to obtain exclusive right to operate, the more concentrated in the region to set up sales points footwear wholesale to digestion by naturally occurring products distributor channel development, marketing products, often brands will transfer to the agents of the discount remained at 4 fold. This approach has low cost advantage by selling products form the market of natural advantages. However, in this way the development of low brand loyalty of distributors, distribution operations are not specific, branding is almost impossible to complete. Store counters. Stores set up special counters is a rapid establishment of brand position, brand image, the formation of a shortcut. The agents usually operate large area in order to establish a higher brand value, for establishing the confidence of distributors and consumers, has a very important role. There are also some strong distributors, according to their social resources, access to shopping malls, supermarkets set up special counters for product sales. This approach has a brand image quickly, the characteristics of high-profit product units to help strengthen the confidence of distributors and consumers, but the operating costs of the growing shopping malls and other factors are also greatly restricts the agents and distributors to expand in the store counters. Brand stores. And other products, like clothing and shoes, brand shoes store is the future trend of development of marketing channels. In the United States, Italy and other developed areas shoe, footwear products are sold in the stores to provide consumers with a variety of models of products, branded services to consumers. The existing marketing model and market potential of the mining enterprises, so that the marketing model of domestic shoes market in the future may also be following the trend. Direct. Due to the current profits by selling children's shoes is not very substantial impact, Direct may cause short-term increase in business costs. But in the future, with no brand brand Consumer consumption and stratification and the formation of new consumer habits, the brand's unit profit will be increased at the same time, enterprises through extensive product line to provide customers with a variety of styles, a variety of techniques , all kinds of shoes materials to meet the various needs of customers, Direct will enable enterprises to enter the field of commercial sales, increase business profits. Large-scale comprehensive supermarket chain stores. This marketing model will become a mainstream medium and large cities, the use of consumer shopping brands concentrated, one-stop-shop service, will greatly facilitate the consumer. With the large supermarket chains in developed cities to further promote this trend will be strengthened to some extent. Compete with their own brand to differentiate China's shoes market to fully understand the current situation and development trend of business model, there are a number of promising help prepare to enter this market and the enterprise. But in reality, many companies view, no matter what kind of marketing model, are just marketing tools, and capture the market's core issue is how to use their own advantages, product differentiation and competitive positioning. "That is from the play 'good dog' brand, we are the majority of foreign trade in the share of profits are invested in the construction of independent brands and the top of the domestic market development." 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According to Wu Hui's statement, "good dog" is currently a franchisee outlets in the country has been relatively mature, and now a substantial part of the success of export products to domestic sales, and with "good dog" brands continue to build, is expected to further Southern Qi reduce export volume, to seize a greater share of the domestic market. Meanwhile, the company efforts to develop its own brand to seize the practice of the domestic market, has also been a number of industry recognition. They said that the current domestic shoes market, larger space in the holds on the basis of their own brands to differentiate their product positioning to "Stock Watch" The domestic market is the key. "The key to the domestic trade is the transformation of positioning." Yao, Yong said that enterprises should be good at discovering children's shoes market gap, reflected in a field trip the opposite sex to form the edge. Southern Qi, Cornell, as in terms of brand development, Quanzhou, Jinjiang area of children's shoes companies are more positive attitude. Present in these enterprises, mainly by buying mature and self-nurturing trademark cartoon characters are two ways to build brand image, the industry believes that these two methods have their own strengths, the longer term advantages of the latter is probably more, but pay time and effort will surely be more. Currently, these companies are actively trying to use their respective strengths and experience to develop the domestic shoes market, insiders said the shoes brand in the domestic market will be and other apparel products, has been gradually going through a process of awareness and acceptance. However, in Jinjiang, China's sports apparel brand has become the most dynamic markets surge after power has the same shoes at one place provide a good reference.Related articles:
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