Wenzhou Shoes Enhance The Brand'S National Radiation Point

The Hangzhou bay cross sea bridge is scheduled to open for trial operation at 23:58 on May 1, 2008.

After the completion of the bridge, the distance between Ningbo and Shanghai will be shortened more than 120 kilometers. This will provide greater convenience for Wenzhou shoes to advance into Shanghai, and the Yangtze River Delta will be the national radiation point for Wenzhou shoes to enhance its brand.

If you want to be rich, you must first access roads, lots, lots or lots.

Terminal is the battleground of snatching customers. It is still an unavoidable topic for Wenzhou shoe enterprises to compete.

The shops in the Yangtze River Delta region are relatively expensive. To find a good store, it is not easy for them to earn more money by selling shoes. For Wenzhou shoes, the current competition is to emphasize the terminal as the king and achieve the goal of harmony. So how can the successful brands of Wenzhou shoes, such as AOKANG, red dragonfly, Yelkang, Kangnai and spider king, display their own abilities here?

First, the Shanghai strategy of Wenzhou shoes: "to encircle the city by the countryside" and exert force to Shanghai.

During the inspection in Shanghai, the author obviously felt the charisma of the Yangtze River Delta economy. In Shanghai Songjiang District alone, there were two double stores in a street, and there were several stores in AOKANG. Jie Hao also followed the red dragonfly and AOKANG. Here we first analyzed the market moves of the leading brand AOKANG and the following brand Jie Hao attacking Shanghai.

AOKANG: according to public information, AOKANG's marketing strategy of "encircling the city in the countryside" and "talking about the brand in the suburbs" has maintained a high growth rate of about 100% for several years. This speed of development has made the company sit firmly in the first place of AOKANG's National Branch.

In order to meet the needs of AOKANG market in Shanghai, Shanghai moved its original warehouse address to Jinshan District, and built a warehouse with an area of about three thousand square meters as a new logistics base. It opened a new prelude to speed up the operation of AOKANG Shanghai, and increased the pace of opening the store.

Today, AOKANG's sports marketing is not only to achieve the homogenization of the domestic market, but also to achieve a qualitative leap in the international market, which is more prominent in the Yangtze River Delta market and become the leading force of Wenzhou shoe creation brand.

Two, stationed in a prefecture level city, in the downtown bustling business circle, opening more shops, opening a good store, tree image, so that store terminals, such as the media can also disseminate advertising effect, in order to show the brand's viability and strong brand status.

Wenzhou's strong shoe companies also build their own cases in the first tier markets such as Shanghai, Ningbo and Hangzhou through the cooperation with the high-end shopping malls or the development of the flagship store and flagship store, and establish the strength and image of the Wenzhou footwear brand.

The case in Jiaxing typically reflects this situation:

Jiaxing is a typical prefecture level city in the Yangtze River Delta. It is also the central city of the Yangtze River Delta. The local giants are Jiangnan mansion, Dai Meng De, two department stores, and the street store of Hexing South Road, Zhongshan East Road, Yichang road and Jianguo South Road. It is Jiaxing's consumption field.

Wenzhou shoes, AOKANG sales are better, excluding sub brands, AOKANG stores 2 stores, there are 1 stores in the Jiangnan Building of the department store, the total number of shops in the central business district, 3, through opening more stores, not only activate the resources of the internal stores, but also compete for more sales opportunities to meet the needs of different consumers.

Therefore, AOKANG has established a leading position in the shoes brand of Wenzhou, and it has also stabilized its feet in the long term efforts. Others such as Kangnai and red dragonfly are also fighting for the market share here. With the improvement of location advantage and consumption power, Jiaxing people have strong brand awareness. Therefore, Wenzhou shoes need to be promoted in brand promotion.

The main business circle in Hangzhou is Yanan Road North commercial circle centered on Wulin gate and Yanan Lunan commercial circle centered on Jiefang Road department store.

Yanan road bustling business circle store annual rent of more than 1 million, high rental input, shop operation in the short term to achieve balance or profit is unrealistic, but red dragonfly set up flagship store, once at half past three p.m. shift, I saw in the shop wearing uniform clothing Red Dragonfly clerk, a total of more than 20, plus atmosphere shop atmosphere, really let people enjoy the great impact of Red Dragonfly shoes culture!

AOKANG has opened two stores in the Yanan North commercial circle. One of the two facades has launched the 08 year Olympic new image store, which can radiate and promote the opening of shops in the surrounding area. Its significance is very far-reaching.

Other similar Ningbo Tianyi Plaza Business District, AOKANG stands out in Wenzhou shoes, showing strong competitive position and maximizing the radiation surrounding the regional market.

The above brands are many stores and large stores, while Kangnai is a multi-storey shop, which operates a Kangnai flagship store with a total area of 500 square meters (a total of two storeys). It was unveiled in Shaoxing, Zhejiang in September 22, 2007.

Of course, the first tier cities open more stores than the competition of brand comprehensive strength, which is also called "lion eating tiger" competition in the industry.

Just as the strong shoe brands opened more shops in the first tier cities, some Wenzhou brands also carried out the encirclement attack in the three tier cities with strong purchasing power through the "multi shop", forcing the miscellaneous cards to the uncompetitive side to stabilize the strength and status of the three tier market.

For example, in Pinghu of Jiaxing and Cixi of Ningbo, AOKANG and red dragonfly brands have been unable to find the best facade by "opening up shop". This is the advantage of AOKANG and red dragonfly brand to infiltrate the city from time and space, and has won sales force relatively low.

The three tier city's multi shop encirclement offensive is actually the continuation of "big fish eating small fish" in the footwear industry competition.

In the next few years, high quality and high quality stores will be more and more advantageous, and the low price war will leave little room for the small and medium sized shoe brands, especially today that the cost of industry elements has been rising unprecedentedly. So, the industry will also eliminate some uncompetitive brands.

Three, facing the streets, communities and strong economic towns is the key attacking place for Wenzhou brand shoes.

Some of the wealth has been concentrated here, which provides relatively independent functional facilities for consumers' lives. The rental and personnel costs of the shops are relatively low, and some shoe enterprises have formed an encirclement attack. The Monopoly points are easy to grow, and are faster than the mainland in seeking brand development. For example, Wenzhou shoes are in Zhejiang. The province is a province with comparatively well-off towns in the country. With the pition from strong towns to small cities, some cities' functions and hardware have improved the quality of life of the ordinary people. But compared to large cities, the rental cost and personnel cost of small and medium-sized cities are relatively low, while the profitability of the shops will be much better than that of big cities.

AOKANG and red dragonfly have already taken a step forward in these markets, and have achieved relative success. For example, the layout of the street, community and strong town under the jurisdiction of AOKANG in various counties and cities in Hangzhou is the most successful. It is estimated that there are dozens of franchised stores, and other follow-up brands have been settled. This shows that the establishment of monopoly formats in the coastal cities, communities and strong towns has become a new way for the growth of Wenzhou footwear business.

Yi Kang, Kangnai, spider king, Jie Hao and so on have also followed up at different times. The competition is also obvious, making the leasing of the good storefront more difficult.

Wenzhou brand shoe enterprises must act and become a market and enter into a timely and competitive market to find their opportunities and market's right to speak.

Four, enter a large professional shopping plaza, feel the arrival of the era of experience.

The large professional shopping plaza is also a place for Wenzhou brand shoes to hit the beach. Whether it is prefecture level city or strong county or strong town, you can see the shadow of Wenzhou shoes here.

Case 1: Mingshi square invested by Mingshi group is located in the commercial planning center of Dian Kou Town, Zhuji, Shaoxing. It covers an area of 43 mu, with a total construction area of 48 thousand square meters and a total investment of 145 million yuan. It is a large-scale commercial plaza integrating catering, shopping, entertainment, leisure and other functions. Its scale and grade are unique in the province's town level commercial projects.

For example, the "spider king" and "Er Kang" brand have opened their own stores in mingkou shopping plaza of Dian Kou Town, Zhuji, Shaoxing, and their advantages are very obvious.

Case 2: Haining China Leather City is located in Jiaxing Haining City, which is located in the salt Guan scenic area. It is a "shopping mall of the Yangtze River Delta characteristic". It is a one-stop shopping plaza with a number of facilities, complete facilities and a good shopping environment. The hardware and software facilities are humanized, leisure oriented and experiential. Customers who come here are willing to pay for the experience. Haining's China Leather City shoe Plaza is also located here. A number of Wenzhou brands are also here to seize the business opportunities brought about by this new industry.

From the famous mountains and rivers, the cultural scenery to the self driving tour, China Leather City has built the professional market into a national 4A level scenic spot, so that the professional market has also become a charming landscape with modern cultural connotations.

Completely subverted the operation mode of traditional professional market.

Case 3: Jiangnan Moore opposite Xiuzhou district government in Jiaxing is a one-stop super shopping paradise integrating shopping, dining, leisure, recreation, business and culture.

It allows the major brands to share the flow of people and logistics.

Jiangnan Moore has entered the world's top 500 brands, such as WAL-MART, Tianhong Department store, KFC, McDonald's, Starbucks, Haagen Dazs and so on.

In particular, Tianhong Department Store is a high-end line, marketing is brand culture, has the typical characteristics of the city's first-class market, AOKANG beauty brand set up a special hall here, with BELLE and other well-known women's shoes brand debut.

Five, borrow large shopping malls as exclusive stores.

The Wenzhou store, located next to Tesco Road, Hangzhou, is lined up in a word. It shows that Wenzhou shoes have been established with the experience of large supermarkets such as opening up shop, because Tesco opens a shop, they have a scientific shop development evaluation system, and the daily flow of people can make AOKANG, red dragonfly, Yi Kang, Jai and so on share the brand.

There is also the Hangzhou Xiang Ji Temple Road, where there is a WAL-MART shopping supermarket. Not far from the supermarket, the Wenzhou shoes such as red dragonfly, AOKANG, and Er Kang are not far away from the head of the Xiang Ji Temple. They are built into a city and have opened a special store to share the popularity of the large supermarkets.

Six, although the market in the Yangtze River Delta region is so alluring, it is necessary to establish a successful rear base.

Such as North Jiangsu market, Southern Anhui area, Western Zhejiang, AOKANG, red dragonfly, elkang, spider king and many other brands can reach more than 1 million yuan annually. The intensive marketing of the rear monopoly market has brought the great success of the three tier market in the rear area. It is on this basis that Wenzhou shoes can accumulate resources and continuously exert their strength to the one or two tier market.

Seven, South of Jiangsu department store business format is another channel operation mode of Wenzhou brand shoe monopoly.

In the South of Jiangsu market, because of the particularity of its market, Suzhou, Wuxi, Changzhou, Yixing and other parts of the county and county level are mainly shopping malls and department stores. Once there were Wenzhou brands, and Wuxi opened a monopoly store. Because of the deteriorating sales performance, the market eventually moved out of the market.

In South of Jiangsu's shopping malls and department stores, there are also excellent performances, such as spider king and red dragonfly, which sell well in Yixing and Liyang's department stores in China.

Wenzhou shoes have made a beneficial attempt to South of Jiangsu market in recent years, taking Nanjing, Wuxi and other markets as a breakthrough, and promoted the rapid development of some peripheral blank markets in South of Jiangsu.

Generally speaking, the success of the Wenzhou brand shoe market in the Yangtze River Delta is still the success of the monopoly. Wenzhou shoes are not large enough to enter large shopping malls. Therefore, the contents and patterns of the sales promotion can show the added value or management ability of a brand, and the gap between brands can often be seen.

In many AOKANG and red dragonfly stores, promotional activities are basically not discounted, usually gifts or special sale.

Because Wenzhou shoes like to open near the store, wool on sheep, competing for discount is easy to form a large-scale homogenization of vicious competition.

A store has been successful. This store is not only a performance store, but also a flagship store and advertising shop.