Export Products Should Be Focused On Products And Channels.

At present, most export oriented footwear enterprises are entering the industry and market, already have a large number of domestic competitors, which means that their new brand promotion will face great resistance.

Acting on some two or three brand shoes abroad, and then developing the domestic market, from the aspect of brand promotion, it can save costs and expand the brand impact of enterprises.

Besides, foreign brands can open sales channels in a short time.

Because of the high popularity of some foreign brands, the sales network is easier to establish and develop, and these foreign brands already have a group of loyal consumers. The enterprises are more relaxed in brand promotion and save a lot of brand promotion fees.

Through the way of acting foreign brands, enterprises can learn the operation mode of foreign brands, accumulate experience, win more market share and expand sales volume.

In addition, agents abroad can bring profits to enterprises, increase their reputation and enhance their image.

However, as the industry leader occupies a dominant position in the market, it is very difficult for the shoe enterprises that have just turned from export to domestic market to compete with them in the overall market.

Therefore, we should take the initiative to divide the market, choose the advantageous market segments that the leader does not have the advantage, and concentrate the resources such as manpower, material resources and financial resources to invest in the segmented market, and change the overall weakness into local advantages.

But how do we achieve "first"?

First, we launch an innovative subdivision product, open up a new market segment, and finally form a sub sector industry and establish local advantages. Secondly, on the basis of the brand foundation and channel created by the first sub product, we push a new sub product in one year, pushing two in two years, pushing three in three years, and building a number of local advantages. Thirdly, after years of accumulation, the enterprises form multiple local advantages as the overall advantage and turn them into zero parts. Finally, the enterprises become the leading brands in the mass market and start a new round of market segmentation.

Cutting the niche market of the "new market segment", tearing up the market gap, creating a fashion brand, forming a sub sector industry, and then expanding to the mass market based on this sub industry, and finally expanding into a mass market.

Another key factor is the channel.

In today's era, channels are king.

Whoever controls the channel will control the terminal and become the main controller of the market.

Channel is the link between customers and manufacturers. It is a communication tool, information feedback system, and value exchange venue.

Channel construction is actually an integrated platform of information system, logistics system, design system, service system and brand system. It is a comprehensive trading platform.

In the face of the economic crisis, export oriented shoe enterprises can not withstand the "storm" impact, the root is that they do not control the trading platform.

In the process of pformation from export to domestic sales, export oriented footwear enterprises have strong inertia in the internal operation of enterprises. It can be said that the pformation of export oriented marketing is not only a pformation of the system, but also a great pformation of ideology.

Both export and domestic sales are very different from export in terms of sales channels, refunds, product classification and advertising.

They are used to simply producing products and indulging in earning the lowest profit of the manufacturing industry. Such enterprises are often labor-intensive enterprises with high energy consumption, low added value, heavy environmental pollution and serious technical backwardness. Their competitiveness is very fragile, and it is inevitable that they fall down in a crisis.

Therefore, in the face of overcapacity and the fact that manufacturing industry is gradually shifting to lower manufacturing costs, export oriented footwear enterprises will simply produce OEM, which is bound to become a victim of market competition.

To revitalize the productivity of enterprises, we should establish independent brands and independent marketing channels.