Shoes And Clothing Enterprises Should Maintain Stability In Their Market Expansion Plans. Unprincipled Crazy Sales Promotion Is Equivalent To Drinking Poison To Quench Thirst

Viewpoint 1: Footwear Enterprise consolidation market More important than expansion

"Sinking is sometimes more important than rising. Our market expansion plan this year focuses on maintaining stability." Zhong Hua, director of the President Office of Quanzhou Dingxing Footwear Co., Ltd., pointed out that brands should spend more time on market research before expanding sales channels, and more detailed accounting of consumer groups, consumption capacity and costs to ensure the value-added space of each investment, Avoid blind expansion.

He said that in the past, behind the crazy expansion of local footwear and clothing enterprises, problems such as declining scale growth, high market concentration and high inventory were exposed, which also explained to some extent why many listed enterprises lowered their sales expectations in 2012, and even reduced costs through layoffs.

Liu Quan, Marketing Director of Newbalun (China), suggested that a data management system should be established to understand the real-time sales of terminal stores through data, find out the weak links in time and make improvements.

　 Viewpoint 2: clear price gradient for promotion

"In order to digest the inventory, shoe and clothing enterprises are either crazy about discount promotions, or use e-commerce online store platforms to clear the inventory, but also through wholesale channels to relieve the pressure." Zheng Wensheng, chairman of Pilotage Consulting Group, pointed out that behind the short-term sales peak caused by crazy discounts, its marginal effect is diminishing, and it is easy to damage the brand image.

The general manager of Quanzhou Liuhe Marketing Consulting Co., Ltd. believes that in the competition with domestic first tier brands, second tier and third tier brands should recognize the target group of their own positioning. They should not easily follow the trend of price reduction, but should ensure both quality and price. "When it is really necessary to adjust prices, there should be a clear price gradient for the time, scope and area of price adjustment to reduce the loss of consumers," he said.

Zheng Wensheng also said: "When a large number of stocks hit, the second and third tier Footwear brand They were in a mess. ”If the price drops suddenly, the product quality will be questioned, and consumers will certainly not buy it, but may reduce the brand's credibility.

　 Viewpoint 3: Establish a goods early warning and feedback mechanism

"Manage the inventory through data analysis and reduce the inventory to a reasonable state." Liu Quan believes that in-depth mining is conducted through the data generated by the actual purchase, sales and inventory of goods to feed back the dynamic problems of the stock of goods. For example, when a brand has a new stock, after a period of sales, it can count the number of goods sold, the number of inventory left and other data information, and conduct in-depth mining.

Chen Shuqing believes that data analysis is needed at every stage of goods delivery, sales and display, and the possible problems of goods delivery are adjusted through data analysis, which realizes the correction effect of spiral rise. As the deviation rate gradually decreases, the efficiency of enterprises gradually increases.

　 Viewpoint 4: Grasp the new opportunities of e-commerce

At present, many enterprises are aware of the importance of e-commerce channels. In order to avoid the conflict between online and offline prices, traditional brands should adhere to two principles when operating e-commerce platforms. One is to focus on inventory products to avoid disrupting the discount rate of new products; Second, through the research on online hot selling products, while the original inventory products are basically sold out, fine tune the color, shape and other elements on the basis of the original products to create the brand's online dedicated products, which not only meet the online consumers' shopping preferences, but also achieve dislocation with the brand's offline products.

Liu Quan analyzed that the reason why many products become inventory is not that the products are not good, but that no suitable consumers have been found. Online sales is the best way to help products find matching consumers in the shortest time.

He pointed out that group buying, for example, has great advantages in shaping online "blockbusters", because once the product is launched, it will face tens of millions of consumers at the same time. Generally, single products will be sold after one delivery date sales volume It can reach 5000-6000 pieces.