Promoting The "Six Election" Rule Of New Shoes

Since 2010, raw materials, labor costs, freight growth and loan interest increase have led to overall shoe making. cost It rose by 20% to 30%. Some foreign trade shoes are right. price There is a lingering fear of inflation, and there is no confidence in the effect of curbing inflation. Under the difficult situation of product export, it is not easy to make orders, so we have to rearrange our strategic layout and develop our own brand.
However, the sale of new shoes is not easy, and we must face the dilemma of "cheating on the market". A lot of new product marketing or go with the tide, or self destruction, or invest huge amounts of money, gain more than lose, or low inventory, lose money. Therefore, many businesses are interested in new products. Marketing They are all deterred.
In fact, the new product shoes have the advantages and characteristics of new shoes. For businesses, there are at least three marketing advantages: first, the threshold is low, easy access to new shoes marketing. Generally speaking, the old brand shoes have been built through many years' channels, and their marketing pattern is basically stable. To seize other people's sites may cost a lot of bleeding. Two, the new shoes market is conducive to the scientific layout of marketing. Breaking the inherent market structure of old brand shoes is generally very difficult. When the new shoes market is in the blank, the marketing layout is more flexible, similar to the principle that a white paper can draw the latest and the most beautiful pictures. The new shoes are more conducive to market planning; three, the new shoes have no stock or dead goods on the market, which means no burden and more flexibility in marketing.
We must note that any new shoe that needs to survive in the market needs market promotion. We must consider how to choose suitable areas and terminals, how to select people-oriented full-time promotion, how to choose promotion strategies and formulate specific action plans. If we do not have the right eye and can not choose the right area, strategy, marketing mode and personnel, the promotion of new shoes will surely be defeated.
The author has many years experience in brand shoe enterprises and experience in front-line marketing actual combat, and summed up the "six election" rule of new shoes promotion. Now, in order to provide readers, I hope readers will be inspired.

1, selection strategy

Nowadays, many businessmen worship the book "details decide success or failure". Many shoe bosses emphasize the details in the promotion of new products, and work hard in execution. Yu Jinhua, chairman of the JD shoe industry, who is rich in practical experience, believes that the premise of success or failure depends on the premise of strategic correctness. The strategy is right, the details will be meaningful and the execution will be meaningful. The wrong strategy will only lead to the development of the enterprise. In fact, many shoe companies in Wenzhou are crossing the river by feeling the stones and making money by the way of new products. The strategy is not so clear. Although they earn some money, their development is not ideal. Wenzhou shoe enterprises have found in practice that if shoe companies are to be strong and big, they must formulate clear and complete strategic frameworks. Only in this way can enterprises take fewer detours and promote targeted development. Necessary loss. In the promotion of new products, we must identify strategic objectives, choose competitors, formulate marketing strategies, and compete for pricing.

2, selection mode

There are many successful cases of new product promotion, and there are many marketing models. However, every new product has the characteristics of each new product. When we are promoting the new product, we must analyze the specific problems and choose our own marketing mode. Yuan Zhiping, deputy chief executive of Gleda shoe marketing center, is the commander of the first line of shoe promotion throughout the year. He strongly advocates the "golden net project" marketing mode, so that Gill's new product promotion is very successful. His regional sales doubled every year, and he gained some experience in shoe promotion. Yuan Zhiping told the author Tan Ru: some shoe companies are accustomed to crossing the river by feeling the stones in marketing, or "expanding" by spreading goods everywhere, or rushing fiercely with passion in the market. It is not marketing but gambling, and has huge hidden dangers. If there is no marketing strategy and mode, we may encounter a dangerous situation of "blind riding a blind horse and midnight deep pool". We can only find the marketing mode that is suitable for new products promotion. We can constantly innovate, extend and perfect the market according to the market changes, so that we can have a good aim in the market competition, and we will be able to win the battle and grasp the lifeblood of our marketing. {page_ Break}

3. Selection area

The promotion of new products is not easy to spread across the board. It is necessary to select a region. This is similar to the establishment of red bases. Is the countryside encircling the cities? Or from point to area? Of course, it depends on the characteristics and structure of new products, and the specific problems are analyzed. Generally speaking, fashion shoes should choose areas with potential consumption and consumers' avant-garde consumption consciousness, such as schools. Compared with business shoes, we should choose urban sales and promote sales in the three or four tier market through the demonstration effect of urban sales. For example, choose large enterprises and commercial concentrated regional sales, through new products targeted, to ensure the success of new product promotion. Chengdu's grams of women's shoes in a short time to do the international and domestic first-line women's shoes brand, this stems from the grams of women's shoes have a unique and mature shop choice theory, its selection theory is widely respected by the footwear industry.

4, selection channels

In recent years, the history of Chinese shoe marketing is actually a history of the evolution of marketing channels. From the department store marketing to wholesale and retail of footwear industry, from the sale of store counters to the monopoly of exclusive stores, from the marketing of store stores to the collection of shoe products, from direct selling to online community marketing, from virtual operation to the sale of network B2B, C2C and B2C, the marketing channel of shoes industry always changes at any time. Not all terminals are suitable for new product sales. Tan Ru thinks that the promotion of new shoes must be timely and flexible according to the actual situation of dealers in their regional market.

5, select terminal

How to make new shoes come to the terminal and meet consumers is the key to the success of new shoe marketing. Selecting terminal must pay attention to three joint points: first, choose the terminal with large sales volume; generally choose the terminal with large traffic flow and strong radiation capability to popularize new products; secondly, the terminal selected needs good image and advertisement function, and can play a leading role in other neighboring stores; three, the shop with strong promotion ability of the boss should be chosen. Terminal boss has the ability to talk about honesty is the foundation of new product promotion.

6. Selecting personnel

People are individuals, there are differences, some people are suitable for selling new products, others are not suitable for selling new products. Choosing what kind of people to promote new products is the most important part of the promotion of new shoes. This requires a pair of eyes of the new shoe makers. Generally speaking, the salesmen of the new shoes promotion should have the following qualities: 1, have strong communication skills and sales passion, energetic and passionate talents have terminal sales ability; 2, familiarity with the relevant knowledge of shoe sales, sales experience of shoes, selling points of new shoes, 3, flexible mind, learning and innovative spirit. Many shoe salesmen are accustomed to selling old products and sticking to rules. Such people will have conflicting emotions when they are promoting new products. Such people are not desirable. Even if they are selected, they must be instilled in their consciousness of selling new shoes.
There is no doubt that it is not easy to open a new market for new shoes. We must make good preparations ahead of schedule and must follow the "six election" rule of new shoes promotion. As long as we are determined, realistic and market oriented, we will ensure the successful promotion of new shoes.