Women'S Shoes! Saturday PK BELLE'S Marketing Model

Though early

Vertical integration, set a tentative plan for sales

Because of the recent brand launch of the "Saturday" departure list, making a brand sophisticated and profitable, the profit form of the footwear industry on Saturday has been laid down for vertical integration.

"Not relying on a certain link, if we rely solely on a profit point, the risk is very high and the profits will not be bumpy.

We are a fair match of all aspects of cash receipts and expenditures, including daily plan, consumption, channel implementation, marketing, and so on.

Yu Hongtao annotated that the detailed expression of this form is to set production and set the plan.

For example, a shop needs several styles at a time, and each type should be equipped with several products. These are considered in the early stage of system management, and what kind of products on each shelf are planned before, with style requirements and then envisaged.

On the basis of the number of goods, the headquarters on Saturday is based on the past sales and sales volume of each store, and then decide when to expand the volume.

"This is called store purchase in terms of manipulation. Each store as an independent operation unit, all the envisaged consumption is coiled around a shop demand."

Yu Hongtao said Saturday also divided his store types, some shops in fashionable department stores, and more requests for fashionable new products in the store, so the proportion of new and old goods has been greatly reduced. Some fashionable shops are more than 90% new products.

While some shops are in the community department store, the fashionable shoes in the shop should be properly contracted. Not only that, but also on Saturday, the products are divided into four categories: display products, star products, passenger products and timing products. All stores are combined according to different locations and location areas, and the proportion and style of products are different, and the proportion of goods will be adjusted at irregular intervals.

"Let's not see that every mall is open, but the products are quite different, and the volume is different."

He said that all of them need to be carefully investigated and thoroughly tested before opening each store.

For example, the sales volume of a shop is 200 thousand. On Saturday, the headquarters can be equipped with several items according to its presentation. Every product of several contract review procedures can be clearly calculated and quantified. "Every shop on Saturday is like this, this is a precision job, making every link in profit."

On every season's style update, about 300 new products will be launched on a quarterly basis on Saturday, but it will not be put into the market one time at a time, but will be entered in batches.

In fact, many people in the industry are optimistic about the vertical integration profit form on Saturday.

Chen Hui, a clothing and textile analyst at Bohai Securities Research Institute, said that this form can make every footprint stable in the highly cooperative women's shoes market on Saturday. The combination of every woman's shoes brand has a market, and after closing up, they can fight back with their boxing to form a synergy.

From Saturday to Sophia, raise big brand strategy one by one.

BELLE and BELLE, Teenmix, Staccato and so on are basically different from the top ten brands of International Women's shoes. On Saturday, the footwear industry has five private brands and two international brands. But the most consumers know and have the highest market share is Saturday, and the other brands still seem to be "half concealed" and are not familiar with the masses.

Is this a brand strategy or a brand bottleneck on Saturday?

Yu Hongtao quite frankly told reporters that when the initial stage of development, the topic of funds still can not fully handle the development of many brands, can only be bigger.

"Our Sophia now has more than 300 stores, and we will push the brand on a large scale at the next stage."

Yu said, BELLE is taking the road of mass popularity, though BELLE has a similar consumption group. On Saturday, the customer group is slightly younger than BELLE, and the customer group market is further broken down.

According to the multi brand strategy on Saturday, we stop the market segmentation with the consumer's gender, age, expenditure and consumption characteristics, and take the fashionable women's shoes.

In the brand, "Saturday" is the main position without doubt, participating in the top ten cooperation with international women's shoes, and other brands are in the nurturing stage.

In the past few years, when pushing the brand on Saturday, it adopted a tentative plan to separate the idea of sponsoring research and outsourcing and the theme of fashionable products. The team composed of designers, marketing staff and marketing staff ensured that the products were closely related to fashion and opened the market, and the shops on Saturday served as the main force.

"We take the multi brand strategy that we have broken down, and a job interview process is pushed forward. The company has designated a fair cultivation section for every brand of its brand."

It is understood that on Saturday, 2002, Sophia, who began to take the fashionable leisure P3 software style as the characteristic of the market, has now cultivated a small number of elderly consumers. According to their pursuit of characteristics, Sophia's cartoon designs in the spring and summer of the past are very symmetrical and very popular.

"More than 900 new stores in the next two years will open more Sophia stores, but mainly on Saturday."

{page_break}

Channel BELLE, but the terminal is not like "McDonald's and KFC" against each other.

Yu Hongtao said that the shop laying channels are not as difficult as people think, but only with funds, a store's investment is about 500 thousand yuan, and then a set of processes is added up, and it will be shut down in half a month.

The main reason for Saturday's bustle is that the main reason for other brands on Saturday is money and not enough funds to open shops. But the risk of oil industry analysis and disturbance has never been achieved since the venture capital and the current listing.

Indeed, a slightly cautious person can probably find such a "secret". In many department stores where BELLE is stationed, Saturday is one of the brands closest to BELLE, so that some people even think of the link between them as McDonald's and KFC.

"Close to BELLE is not deliberate on Saturday, it is the demand of department stores."

Yu Hongtao said that the department stores usually introduce 30-60 brands according to the size of the sales area when they check and accept the format of the decoration works. After finding BELLE, the mall can not introduce its local brands. Because the stores are occupied by various companies, the operation of department stores in practice is a risk.

Therefore, department stores also expect to introduce other brands with similar brands and levels, which will have both cluster effect and quick sale brand.

However, Hong Tao also admitted that close to BELLE is a brand promotion for Saturday, and also draws many essences from its opponents.

For example, the establishment of the channel on Saturday also warned BELLE, first from the first grade rural department store to enter the high-end road, and then gradually penetrated into the two level and three tier market, which not only built the brand but also quickly spread the net to pave the way.

"Of course, high-end shopping malls are also fastidious about brands. If sales do not reach the risk of being kicked out of expectation, BELLE and BELLE must do well on the terminal as well."

Less than the gross profit margin of the competitors?

It is understood that the average gross profit margin in women's shoes industry is about 50%, BELLE can reach more than 60%, but it only needs 40% 40% on Saturday. Why is there such a difference?

"The actual gross profit margin of women's shoes enterprises is very poor. Because of the different accounting principles, the gross profit margins of many enterprises on the market are quite different."

Yu Hongtao said, for example, 100 yuan of women's shoes, the mall will deduct 25 yuan administrative expenses, and then remove other taxes, on Saturday only 64 yuan as my sales expenditure, some enterprises also deducted other taxes and fees, but again calculate the shopping expenses also counted in gross profit margin, about 89 yuan.

"The cost of women's shoes is almost the same, about 100 yuan, the price tag is five hundred or six hundred, and the discount is about 300 yuan. Even if there are several differences in consumption, there is no effect on the price."

Thanks to the form of "no money" after listing, Hong Tao admitted that many department stores have been invited to visit on Saturday.

He said Saturday and department stores are two-way demand, one brand, one channel, and now Saturday has reached a strategic cooperation agreement with the department stores in Beijing, Shanghai, Guangzhou, Shenzhen and other front-line villages.

"Beijing and Shanghai only need about 100 on Saturday. After listing, we add about 300 places to each other. The market is far from saturated, and there is no money to open stores before. Now it's time to follow up."