Sports Shoes Industry: From Specialty Stores To Professional Stores

In view of the new trend in the channel mode of adult sports products industry, Zhang Fasong, the chief planner of Jinjiang Shenlong marketing From EMKT.com.cn planning company and the senior sports brand planner, is located in the core area of the adult sporting goods industry, Cnmkt, Liuhe.

1. Why did this happen from the specialty store to the professional store?

Although the domestic sports shoes industry has been developing for decades, strictly speaking, the accumulation and progress made by the whole domestic sports shoe industry in the past decades is extremely small, not even better than those achieved in recent three or five years.

Therefore, up to recent years, the domestic sports shoes industry has just entered the development stage as a whole.

The basic characteristics of this period are manifested in the sales channel, which is the exclusive channel to display the brand's comprehensive image and strength alone.

From this point of view, the "enclosure movement" of the brand monopolized stores that began in 2004 can be confirmed.

In the early days, shoe manufacturers could seize the terminal resources regardless of cost in order to create brand image and other business needs.

Over time, high investment did not bring high returns, but not only this, but also serious internal homogenization and resource consumption.

In order to reduce operating costs in order to raise profit levels, and to establish a reasonable retail channel layout to reduce internal friction, a group of leading brands in the industry began to lead the whole industry to adjust the channel structure.

This adjustment is the pformation from brand monopoly to brand specialization.

On the basis of maintaining a number of brand stores to protect the image, we should adjust some of the exclusive stores as professional stores to adapt to the new competitive environment and business strategy.

Two. From franchised stores to specialized stores, why do they first take place in Lining, 31st and so on?

From franchised stores to specialized stores, it can be said that a sports brand develops from low to high to a certain stage.

The sports brand's channel terminal management form often experiences three stages: the category store, the brand store and the specialized store.

In the category store stage, terminal outlets often divide the channel by product category. A retail terminal often sells products of the same category and brand, so as to provide consumers with more choice space and highlight the cost performance of products.

This category store generally occurs in two fields, one is the primary stage of the brand, the other is the lower end market such as the edge market of the city, the town or the rural market. After the category store, the brand enters the intermediate stage of development. The problem to be solved is the brand building and the premium of the price value. At this time, the product is particularly important in the form of independent and high-end form for display and sale. After that, the two categories of shops are listed.

At this time, terminal outlets will only focus on displaying a brand product, and will also integrate 2 shops or larger places on the business area. In order to display the overall concept and image of the brand, and to enhance the performance of the retail terminal, the cost will be shared equally. Besides selling core products, the brand will also develop and extend some related products, for example, from sports shoes to sportswear, accessories, equipment and so on.

At the same time, in order to get more store resources and establish brand image as soon as possible, brand enterprises often carry out the snatch of terminal stores.

It is easy to form the contradiction between terminal surplus and terminal conflict.

If there are 3 or more shops with the same brand, the same specifications and the same products, there will be two phenomena inside the 1000 meters street, one is serious waste, two is the conflict of terminal stores.

When this situation develops to a certain extent, it will affect the survival of the brand.

The solution to this serious pattern is the pformation from franchised stores to specialized stores.

Three. Is it a progress or a retrogression from franchised stores to professional stores?

From franchised stores to professional shops, it can be said that a great progress in market segmentation, cost reduction and layout perfection is a signal for shoe enterprises to enhance their management and management capabilities.

After completing the initial dissemination and establishing the brand recognition, the function of brand image communication will disappear basically depending on the terminal's "big, high and full", so it is not necessary for the enterprise to spend such a high price to establish a special store.

Specialized stores have the functions of low cost, precise object and complementary location for franchised stores.

First, the specialized shop area only accounts for 20-40 square meters. Compared to the 80 flat shops, whether the pfer fee, the decoration fee or the daily expenses, such as rent, shop staff shop, water and electricity taxes and fees, have been greatly reduced.

Secondly, specialized shops have more distinct personality than franchised stores. Sports shoes or sportswear are well-organized and consumers are clear at a glance. They can choose outlets according to their own needs.

Therefore, the turnover rate of specialized shops is also higher than that of exclusive stores. For operators, the core needs of customers can be completely satisfied, and will not cause the loss of customers.

Finally, the pformation from franchised stores to specialized stores is of great significance for brand positioning and complementarity within a certain range.

If there are multiple brand terminals in a street or an interval, if they are all franchised stores with completely homogenized business structure, they will inevitably lead to internal attacks caused by the performance of each terminal node, which is very serious for the brand damage and morale.

If the business structure is split and complementation, the operation structure of each node in a plate can be well separated. It can effectively avoid internal losses, and also effectively enhance morale and ensure the market performance of the brand.

Four. What are the underlying reasons for the sprouting from franchised stores to professional stores?

The pformation from franchised stores to professional shops is ultimately a product of the development of industry or brand to a certain stage.

Generally speaking, it is mainly based on four factors: market segmentation, brand market maximization, channel complementarity and cost control.

First, let's talk about market segmentation.

As we all know, the advantages of each enterprise are different.

Nike is good at basketball shoes, but Adidas is more original in football shoes.

With the deepening and upgrading of consumption, consumers will become more and more accustomed to product consumption, that is, to buy professional products in professional places.

From a comprehensive brand store to a professional shop that sells only one type of product, the professional attributes of the product are obviously stronger.

In addition, there is a situation where the core consumption and related consumption of consumers are separated.

When consumers buy sporting goods, they have a core consumption, such as buying shoes or clothing, and whether or not additional consumption in the realization of the core consumption is often influenced by factors such as purchase, atmosphere, promotion and so on.

But in any case, core consumer groups occupy more than 70% of a store's total consumption.

Therefore, the pformation from franchised stores to professional shops is actually a measure to satisfy the brand market segmentation.

Second, this is also an important measure to maximize the brand market.

From a brand store to a product professional store, from a long term perspective, the attraction of a single brand because of its multiple types of doors and shops will show an upward trend, and therefore will also gain more sales opportunities, which is of decisive significance for improving the market share of the brand in the same area or the same block.

Thirdly, in terms of complementary channels.

The original sports brand in order to maximize the occupation of terminal shops resources, regardless of everything in the same business circle set up a positioning, product, image, consumer object exactly the same store.

Not long after, these completely homogenized brand stores began to fight civil war by dividing up the same consumer group. Because of the vital interests of the front-line salesmen, the final result of brand coordination is far from ideal.

Over time, different brands of the same brand in the same area even become the biggest competitors each other. The attrition caused by this brand is shocking.

In order to adjust the professional stores, different brands of stores in the same area can coordinate and complement each other when facing the same customers because of different products and different images. Each network will actively promote and promote other specialized shops in the same place instead of destroying or discredited.

The channel changed from the original hostile relationship to the real partner and comrade in arms relationship.

The channel has entered a virtuous circle of harmonious development.

Finally, the pformation from franchised stores to professional shops has made a huge contribution to the brand directly in terms of terminal operating costs.

Originally, because of the need to spread the brand image, the brand store has made a lot of money in the operation area, display image and operation team. It can be said that every franchised store is a gold selling grottoes, which engulf the profits of enterprises and distributors every day.

High density and homogeneity brand stores cause the biggest loss to enterprises.

The pformation from specialized stores to professional stores has greatly reduced the cost in terms of pfer cost, operating area, image input and team structure, and promoted the profitability of single stores.

Every store is no longer a losing gold selling hole, but a chicken that lays eggs. The brand also realizes the loss of the region.

Five. What impact will it bring to enterprises and the whole industry from franchised stores to professional stores?

From brand stores to brand professional shops, it will bring great impact to enterprises and the whole industry.

First of all, the whole industry began to abandon the "special means" of the cost excluding the previous special period, and the industry began to consider the issue of profitability.

The accumulation of resources in the industry will be speeded up, and the level of resource utilization will also be greatly improved, which will have a positive impact on the industry as a whole.

Therefore, this thinking will surely open up a new era of benign and rapid development of the whole industry.

Secondly, the whole industry began to deepen development and pform from extensive development to meticulous development.

From franchised stores to professional shops, not only in the channels, but also in every aspect of product development, manufacturing and consumption research, the industry will introduce fine thinking, which will effectively enhance the development level and management level of the whole industry.

Finally, this change will greatly improve the internal friction and profitability of enterprises, help to improve the profitability of enterprises, and help attract more social resources into the sporting goods industry. Based on the integration of high-quality resources in society, the development of enterprises will be loaded with new impetus. Enterprises will also sweep away the pattern of long term wandering and stay away from the road of inefficient development with high cost, low level, high input and low output, and enter the fast track of growth.