The War Of Children's Shoes: The Missing Internal System Planning

September 5th, "gone, gone." In a certain child shoes At the end of the promotion of the brand promotion conference, the agents in Shenyang urged their companions to get on the bus, so they did not stay to see the wishes of the afternoon products, let alone ordering. With the departure of Xiao Yin, this order, which was originally placed on high hopes by investors, will be temporarily ended with the collective exit of the agent. Whether or not to make a comeback in the next season or fail to do so, this kind of investment results has left a heavy thinking for this "new man" of children's shoes.

Show, strategic planning, policy support... Almost all the new brands start to use such an order mode. "Such a commonplace way really lacks the reason to impress me. I want to find a powerful company to do it." Fashion dress "Agent", perhaps the presence of an unknown agent like this sentence broke all the mystery.

Strength? These new and old. Agent What kind of definition does it have in mind? Another Xinjiang agent who left the field in the same place, Liu Yongqiang, left a sentence: "the development of this brand product is no good at all, and the market can not walk up."

Is it just that product advantage is the "strength" of agents and market recognition? Can the advantage of single product really win the favor of the market? Otherwise, in the process of start-up of new brand investment, such as Mu Lin Sen's children's series and tower NK, the wandering of agents or even giving up directly reflects more problems.

"There is no factory in his home, so there is no guarantee for subsequent product development and production, which makes us very uneasy."

"Now, the advantages of single style products are also lack of competitiveness, and a series of enterprise brands, products, production, logistics and so on must be followed."

Perhaps this is only a unilateral statement by the agents, but in the final analysis, it reflects a reality. The business risk of children's products industry is getting bigger and bigger, which sets a higher threshold for the comprehensive strength of the new brand manufacturers.

"Agents are no longer like the past, as long as there are new brands, they can earn money by grabbing them back. Now the market environment has changed, especially the competition between agents has reached the stage of white hot. Once the new brand is chosen, it will have to bear the large cost of inventory and channel construction." Luo Zhengming, deputy general manager of Nan Qi shoe industry limited, explained that a powerful company in their mouth should be able to balance their development in terms of both soft and hard aspects, and formulate systematic strategies for their brand development.

　 Congenital short plate

Lack of internal system planning

Behind the embarrassment of the investment promotion club, it is reflected that Children's shoes The short board of new army: lack of internal system planning.

In fact, even though the overall footwear industry has been in a downturn for the past two years, the enthusiasm of the major enterprises to invest in the children's products industry has not diminished. The most direct manifestation is the launching of a number of new children's shoes brands. However, after most high-profile children's shoes entered the market, the investment situation was not ideal, and the operation of the brand lingered on the way.

This dilemma is accompanied by the transformation and transformation of children's shoes agents themselves. This will make the brand of children's shoes newly added to the market no doubt worse.

"Nowadays, most of the agents who choose new brands come from the old agents who sell bulk products. They are not suitable for brand monopolization and terminal operation. Many agents have been struggling to solve their own problems, not to mention facing a new brand choice that lacks recognition." Card Dudu Brand Manager He Jun said.

"A brand started more than a year ago, and there were several agents coming and going back and forth. The brand changed from the location monopoly to the access, then from the channel to the monopoly, and now it is still unsuccessful in the channels and positioning."

Wang Xiaojun, marketing director of Tiger shoes, said that when the new brand started, enterprises and agents should be a two-way choice. When considering the qualification of the agents, the enterprises should fully communicate with agents in addition to considering the hardware conditions.

It is not easy to start a new brand. A reverse conclusion can be drawn from the predicament of the retail business environment. The demand for upstream enterprises is correspondingly higher. In the past two years, the order form is no longer a springboard for the new brand to pry the market. {page_break}

In addition to facing the important investment promotion, the new army of children's shoes put forward more stringent requirements in terms of vertical carding of upstream supply chain, downstream channel access, and horizontal category span extension. All these require enterprises to do internal system planning from the start of new brand.

　　 Do system work well.

Let consumers remember who you are.

Some people are glad that someone is worried, which is also true. When most of the new brand of children's shoes encounter Waterloo, there are also individual children's shoes "new people" mixed up "wind and water".

"As a new army Brand of children's shoes The representative of Ming Wei children's shoes, from the outset, clearly positioned in the brand of outdoor equipment for young people. From the start of the brand to the real market, it took six months before and after that, and the corresponding deployment was made in various links such as product development, category combination, terminal planning, brand positioning, retail display and so on. Lu Yao, an industry insider who has served famous brands of children's shoes such as Yong Gao and others, said Lu Yao.

Lu Yao said that the emerging brand of children's shoes must have a sufficient pattern and face the determination and confidence of the market, and of course, it is necessary to operate the brand. If there is no new business model and the core of value that can be depended on consumers, it will be very difficult to succeed.

"Now many new brands of children's shoes in Jinjiang are in the stage of starting the expansion financing. They forget the original intention of creating the brand, and forget what kind of value the brand should adhere to. Only sincerely stand at the consumer's perspective to tailor them for them, because only by finding the right consumers can they identify the layout of their market strategy, not everyone is your consumer, not all the market is yours, so that we can see a hundred flowers bloom by borrowing the east wind of resources." Lu Yao expresses.

This view has also been recognized by many people in the industry. Luo Zhengming believes that the new army of children's shoes belongs to a large category of children's products industry. After all, it covers all aspects of children's eating, wearing, using, living and doing, from shoes to clothing To the bags, and even to toy accessories, the new armies of children's shoes can actually cover a large market space, so starting from which branch, it is also important to give oneself a clear positioning.

"Brand is a complex system engineering that covers products, marketing, logistics and so on. We can not rely on a single advantage to win, and neglect other aspects of matching. Only by attaching importance to every detail, can we get twice the result with half the effort. Especially for new soldiers who have just stepped on the brand path, we should learn how to integrate, through products, terminals, and so on, to let consumers remember who you are. Luo Zhengming finally said.

Core tip: a few days ago, a new brand of children's shoes will be opened. However, let the brand responsible person never think that in the morning, when the time for promotion is full, hundreds of agents are sitting on the stage. Until the afternoon, the remaining few customers are watching the order with a supportive attitude.

This scene does not just happen in the single children's shoes brand promotion meeting. With the rise of children's shoes market, more and more enterprises are investing money in building new brand of children's shoes. However, the investment of these new brands is far from plain sailing as the owners have imagined. Many new faces such as E-speed and Benali even disappeared.

Is the new brand of children's shoes congenital defects, or agents have a special liking for old brands?