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Shoe Enterprises: Must Grasp "Market Initiative".

2010/8/4 12:04:00 71

With the appreciation of the renminbi and the rise of costs, many other factors such as gold and silver four have not appeared in the shoe and clothing industry this year. The tragedy of the rapid decline of market volume is unexpected. Many small and medium-sized shoe and clothing enterprises have to close down and stop production, and the advertising of famous brands in CCTV prime time has also stopped.

Facing sudden industry

crisis

It gives us deep inspiration and inspiration.

At present, shoes and clothing enterprises must end the passive marketing mode which relies too much on channels as soon as possible, and turn to the brand new strategic mode of building brand comprehensive strength, so as to control the basic market initiative, the channel leading power and the pricing right of speech.

The so-called "market initiative" is in the market to guide consumption, rather than blindly cater for consumption, is manufacturing.

Popular

The so-called "channel dominating power" is the market control power. Enterprises can participate in the formulation of the rules of the game and seize the commanding heights of competition. The so-called "pricing discourse power" is to get rid of the problem of "low quality and low price", shift from price orientation to value orientation, and gradually get the pricing power, so as to win the respect of users.

At present, the vast majority of shoe enterprises are producing homogeneous products and competing at low prices, resulting in weak development of enterprises.

For those shoe companies that are determined to break through the market predicament, they should regard their competitors as training partners to cultivate their own adaptability. Competition should focus on performance comparisons instead of price wars.

In the brand targeted market, in-depth study of the deep-seated needs of target users, so as to create a complete product to meet the needs of users, relying on the unique value of the brand to become the first choice for users.

It is based on the correct judgement of the footwear market trend.

Wenzhou

A group of shoe companies began to act in the early days for the cold and to carry out industrial pfer in advance.

Let us take an example. AOKANG is the representative of winter for the "cotton jacket". Wang Zhentao carries out lean management within AOKANG and strengthens the construction of marketing network.

He said, "in fact, AOKANG has invested 1 billion yuan in cooperation with the Bishan county government of Chongqing to build the industrial park in the west of China.

The company has made industrial pfer ahead of schedule. This not only avoids vicious competition, expands market space, but also reduces the industrial cost and enhances the competitive advantage of the product.

After years of accumulation and concentration, AOKANG has taken the road of differential survival, becoming a model in the industry segmentation market.

The example of AOKANG is that the small and medium sized shoe enterprises that are temporarily at a disadvantage in their strength are more important to grasp the initiative of the enterprise's survival and development.

We should regard it as the lifeblood of an enterprise. We must be able to stick to our strategic intentions, always keep a clear head from all sides, firmly grasp the initiative of survival and development, including the quality of products, marketing channels, and so on, so that we can have sufficient reasons to survive in the market of shoes and guns and occupy the market.