cheap christian louboutin shoes brand at a competitive disadvantage on overall strength

Sports cheap christian louboutin shoes in China has experienced more than ten years after the storm stirring, a few brands to stand out as industry leaders fought a bloody war, most brands are still weighed down to compete with each other is not optimistic about the survival and development - the shift.
With the formation of polarization situation, the pattern of increasing market clearance, tower brand echelon shape. Have "overnight" miracle in the commercial arena of sports cheap christian louboutin shoes for the dream has gradually low tide, 'Annexation of large enterprises small business' the harsh reality is all too clear.

In this context, as a "small fish" of the small brand sports cheap christian louboutin shoes, we must beware of "superfish" of the attacks, but also to cope with the "big fish" and "against" survival of the state can be described as cruel, tragic!

How the game, break loose and rise to become troubled "small fish" in the hearts of the itch.

In the author's humble opinion, small and medium enterprises break cheap christian louboutin shoes dilemma, in addition to strong positive good product system, the accumulation of the brand as soon as the magnetic field, the channel change is a top priority to create new competitive advantages. As we all know, "big fish" brand high-impact, high customer loyalty, profitability, strong natural stores; with the accumulation of abundant resources, seize the opportunity to launch "open large stores, to open more stores," the "big sweep" strategy, so that " fish "are almost deprived of almost difficult: weak original brand, value-added is small, and often is" embattled "- are strong opponents around, plus the rental store, transfer fee Zhimakaihua steadily high! Profitability of small and medium-brand stores increasingly weak.

Thus, small changes in the core of the brand channels on the terminal is to improve the profitability and competitive advantage. This inevitably includes two issues: First, the channel structure of the innovation; Second, the optimization of channel management; the author the right to call "the two Dharma."

First, the channel structure of innovation

Innovations in the direction of channel structure should be considered to minimize the circulation, so that the flat channel, to increase the terminal's profit margins, reduce the management chain. The author's view, can focus on the construction of three channels:

First, open up Direct branches, outlets; Direct channel business development can be achieved at least seven purposes:

1, to achieve the flat channel, reduce distribution costs

The so-called "flat channel" is to try to reduce the circulation, thus to achieve end-competitive cost advantage. 2, incentive agents to promote the distribution channels operating level. Enterprises in the appropriate regional office to establish their own Direct to other regions of the agents can play a "Qiaoshanzhenhu" role, its subtext is: Do you want to manage the business, I'll replace you at any time. But also to the nearest guide for business support agents, together with greater investment in an agent's own, so you can achieve the purpose of business promotion.

3, channel inventory to ease the pressure, and clear the channel flow of goods

Enterprises established in the appropriate regional office or set up Direct outlets, you can help around the city

Market for goods and timely deployment, help digest inventory, speed up the flow of goods turnover.

4, establish a brand image, promote investment channels

We know that the more crowded, strong purchasing power of the street, the more expensive the rent of their shops, lots of stores that opened into a large, high risk, but the image of the spread of good opportunities for large profits. Enterprises in the flagship store opened this location and cost advantages, but also a business advantage, can establish a brand image, but also to promote investment purposes.

5, the operation of laying the foundation capital

We know that to strengthen the direct control of the terminal, it must gradually reduce the agency in the form of distribution channels, that is, to increase the Direct Market, associate market ratio. With the ability to increase corporate control and resource conditions mature, and gradually expand the market share of Direct, so as to corporate financing strategy and capital operation strategy basis.

6, extraction area, store operation, channel sales capability to promote

The increasingly fierce market competition, most of the dealers in the fierce market competition has become very difficult and which requires companies to provide them with more support and help. Not necessarily for their blood, more importantly, for them to establish a system to sustain hematopoietic function. Direct the establishment of enterprise system is to be extracted from this area to make, store and efficient operation of functional systems, to achieve the headquarters - Regional - stores the common development.

7, quick to grasp the true first-line market information to the channel to provide decision-making

Business operations must be based on market demand, companies want to quickly grasp the true first-line market information, preferably through their own directly operated stores to understand the actual needs of the target market. Brand cheap christian louboutin shoes in Fujian were in joeone Direct tactics quite worth learning. Almost all of the capital cities, have taken Direct joeone way, the county-level market is in the form of a regional agency. Such companies have grasped the core of the channel, so that distribution channels will not become a bargaining chip in the game and business agents, business operations in the market can always be in the driving position; and can better grasp of the market, the service area in the agency business management.
Second, to encourage agents to actively open up stores

With increased competition in the terminal, store resources "Luoyangzhigui" has become a reality, with limited influence of small and medium brands, low value-added, Join difficult. Agents to open stores in the region, than the franchisee shop, no doubt with profit margins of advantage and the advantage of regulating the goods, the store's profitability relative stronger.

Important is the opening of stores should be strategic. In conjunction with the city's commercial position, business district, the competitive environment and other elements of planning the positioning of stores, is the image to open flagship store or shop or a single-product stores, discount stores, etc., different stores located in the image with the standard and the goods should be There are different strategies.

Third, to encourage good franchisees to open more stores

Factors that affect the profitability of stores except for the brand, profit margins, the store management level is also crucial. Not to mention investment is difficult, even to attract more business, if the franchisee is not the appropriate industry experience and resources, long-continued operation of the same stores risky. Therefore, to encourage excellence in the city franchisee opening new branches or different city than the recruitment of inexperienced franchisees, store the possibility of long-continued development will be even greater.

Strategy is the direction, management is guaranteed. Change strategy in the implementation of the channel at the same time, companies must also be complemented by appropriate management, in order to guarantee the smooth landing strategy. Therefore, the channel structure of innovation at the same time, small and medium enterprises but also into the second Famennian:

Second, the optimization of channel management

Three channels to carry out the above construction, the most prominent is a prerequisite for the effectiveness of financial and management support for security. Business must provide excellent financial and management support model of protection, in order to channel innovative strategies to ensure the smooth implementation.

Financial support for management:

Direct business to open areas, outlets need to take a lot of money, the agents also need to take up a lot of money-operated stores, franchisees to open more stores also have to face the problem of financial pressure; Moreover, agents and franchisees the confidence of the shop and enthusiasm often rely on companies to provide financial support. However, while some agents, franchisees the opportunity to cash in for other purposes, misappropriation of corporate funds for other business, or even hostile to enterprise funds owed. Therefore, how rational and efficient use of financial support policy strategy means to promote efficiency and quality of channels, innovation, and to ensure the safety of funds and the use of effective, innovative channel structure is to protect the effectiveness of the primary issue. Among them, the financial support policy development and cash flow management and control, is financial support and the key management.

The first is financial support policies. Enterprises should take into consideration to do with the global market, support area should be focused and not across the board national region, there should be a strategic tilt. This is like a country engaged in special economic zones, it is necessary to consider the effects of radiation on the overall situation, but also take into account the conditions of the region's own resources. And strategy blindly support the use of funds will result in reduced risks and benefits. At the same time, support the type of stores should also have strategic focus and intensity of distinction, in order to guide them to the shop in accordance with enterprise policy. In addition, the use of funds with the duration of store operations and results of operations linked to the use of funds in order to promote the quality and safety.

The second is the use of funds management. Earmarked funds is to support the use of principles. To ensure earmarking, companies and agents, agents and franchisees should be between the financial butt. The first is capital budget of the docking. Companies, agents, franchisees should be combined with the target market expansion plans to develop its own capital budget, and then docking with each other and adjust; followed by the planned use of funds in the butt. Then there are financial dynamics of the docking. Three aspects of the docking can ensure efficient use of funds. At the same time, companies should also develop a credit system and the corresponding capital reimbursement system, to ensure the safety of the use of funds and purpose. Some enterprises in this regard the use of special forces agents used to control the way account rational use of funds, but also a good idea.

Management support model:

Different channel structure, enterprise management mode must be different. The first is the focus of the different organizations. Direct channel business to shift the focus, organizational structure, the allocation of talent management focus should naturally shift; Moreover, agents and open more stores, franchisees to open stores, business is bound to bring a new channel management team requirements. Therefore, companies should be targeted to build helping agents, joined the professional team. Second, companies should refine the business market management team, to develop appropriate business standards and assessment incentives, to promote the marketing team for helping the channel efficiency and quality; do not like some companies, as the regional manager of flying, but on helping channel as minimal and ineffective. While constantly refining Direct management, stores management agency, multi-store franchisee management business model, and to optimize improvements to the agent, franchisee training, promotion, and gradually expand and enhance the agents operate stores, multi-store franchisee operation and management capacity.

Financial support is hard resources, the model output is soft resources, a combination of both. Agents, franchisees money to support people's support, methods of support, channel structure can be done in an orderly business innovation.

In summary, although the small sports cheap christian louboutin shoes brand at a competitive disadvantage on overall strength, but as long as know how to avoid weaknesses, a good grasp of channel change "two Famennian" to deal with tomorrow's competition, still "has immeasurable comfortable."