Many Shoe Factories In Dongguan Try Water Factory Stores

Recently, reporters from Dongguan Leatherwear shoes The Industry Association understands that the shoe Association factory shop opposite the Humen high-speed rail station has been officially opened. In addition to the previous two, the city leather footwear association has organized three shoe factories, and plans to open several more this year.

The head of the leather footwear association said that the purpose of establishing a factory store is to hope that through the direct selling of factories and the way of brand alliance, shoe enterprises can embrace the expansion of the domestic market, and the factory store mode will become a new attempt to expand domestic sales in Dongguan shoemaking industry.

The price of the product is 3 of the market price.

Wang Zhuoliang, Deputy Secretary General of the leather footwear association, told reporters that in 2012, the association began preparations for shoes factory shops, the first factory shop located in Houjie Town, which officially opened in November of that year, attracting more than 10 Dongguan shoe enterprises to participate.

After exploring for some time, the leather footwear association began to prepare another factory store. At the end of last year, the shoe factory shop opposite the high-speed rail station in Humen was officially opened. It is understood that the shoe factory in Humen has an area of 1200 square meters, which is twice the size of the first factory store.

The factory store mode is a new mode of enterprise sales. In the way of operation, the leather shoes Association adopts centralized purchasing mode. It is understood that the city leather shoes Association established a specialized factory store company, the company purchases all member enterprises, after the member enterprises quoted price, the company set the corresponding price to sell, and then from the sales proceeds, to maintain the company's operation.

A factory store is a store that produces direct supply business. Because of the cost of logistics, its retail price is much cheaper than that of the same commodity on the commercial street. Take shoe factory shop as an example, Wang Zhuoliang told reporters, "the biggest advantage of factory shops is the price. Because factory direct sales directly face consumers, there is almost no logistics cost, and the price is the 1/3 of similar products in the store."

Plans to open several more this year

　　 Guangdong City leather footwear industry association responsible person told reporters that shoemaking as a traditional manufacturing industry in Dongguan, under the impact of the financial crisis and the European debt crisis, the export market is seriously impacted. At the same time, it must also face the plaguing of exchange rate fluctuations and rising costs. Therefore, after preparatory preparations, the association has established a shoe factory shop, hoping to explore a new mode of expanding domestic sales through the way of association members holding together.

Wang Zhuoliang told reporters, "from now on, our member enterprises are very enthusiastic about the sales mode of factory stores. Therefore, this year, we will continue to open several factory shops on the basis of market research."

Wang Zhuoliang told reporters that because of new things, in the process of operation, it will also encounter various problems, and the factory shop mode is still in the process of exploration. "With mature experience, we will extend this model to other towns and provide a reference for other industries."

Factory direct sales are more discount.

In March 16th, the reporter went to the first factory store of leather shoes Association. The first shoe factory of leather shoes Association is located on the first floor of the cross day building, No. 69 at the red ridge section of Houtai Road, Houjie town. Factory shops are not located in the prosperous business circle, but choose in the ordinary industrial area closer to the factory, which is not very impressive from the outside.

Settled in the ordinary industrial area, the city leather footwear industry association responsible person told reporters, "the main consumer group facing the factory shop is the ordinary working-class, close to the factory, is to give consumers a factory direct sale, cheap and fine feeling."

When the reporter walked into the shop, he found that the famous shoe brand in Dongguan, including SYC, Qisheng and other ten member associations, was gathered in the factory store. A salesperson told reporters that because the factory is direct sales, products will be discounted, the lowest can reach 70 percent off.

It is learnt that the leather shoes Association has opened the newest factory shop across the Humen high-speed rail station, where the traffic volume is large and business is much better. Wang Zhuoliang told reporters, "operation for several months, the Factory store Turnover is steadily rising. "

　 Expert opinion

Factory shops should clarify their location.

For the difficulties facing the factory shop model in Dongguan, Jiang Lin, director of the Department of Finance and taxation of the south of the Five Ridges Institute of Zhongshan University, believes that most of Dongguan's enterprises are OEM enterprises, which have already been used to producing orders. He believes that the products exported to Europe and the United States are different from those in China, and enterprises need to be improved if they want to open up the domestic market. This is a test for enterprises.

Experts believe that the factory shop model has a good intention, but first of all, it should have a clear positioning. For factory direct selling centers, if they are faced with ordinary consumers, then there are shopping malls and their competition, and the factory outlet center does not feel very high. If the customers are wholesalers and there are specialized markets, the location of factory outlet centers is more embarrassing.

From the point of view of the enterprises themselves, most enterprises have tried factory shop mode for the first time, and lack of experience in domestic sales. Reporters learned that enterprises usually store stores as a market terminal, and lack experience in channel construction and domestic market development.

　　 Dongguan Xu Xu, director of the education and training center of Polytechnic Institute, believes that as a direct selling center, more stores should be the place where product display and sales teams are formed and operated. Enterprises must set up sales departments for the national market in the direct selling center, rather than find a single shop assistant, so as to truly achieve the goal of expanding domestic sales. Sales platform will improve the efficiency of enterprise sales, but it can not replace the sales of enterprises. The real opening of the market depends on the ability of the sales department.