Shoes Of Success And Failure

H brand, a virtual management of International Women's shoes brand In 2006, a rookie in the shoe industry brand, after careful planning and half a year's time a few years ago market Cultivation was introduced to the market at the beginning of 2006 and withdrawn from the market in the summer of 2006. However, management Is the failure, the enterprise is disappeared, leaving us behind is a heavy thinking.

Boss h, who manages the H brand, is an old generation in the shoe industry. He has a large-scale shoe-making factory in Zhejiang. After years of hard work, the existing j-brand of boss h has become a well-known brand in the shoe industry. The success of boss h in the shoe industry has turned him to diversified and multi brand management, which is rich in the market He decided to invest in H field.

H brand, an international brand from Britain, has a legendary origin, which adds a sense of mystery to the brand. The virtual business strategy mode is adopted, and the products are mainly medium and high-grade women's shoes, and some of the shoes in Guangzhou are Chengdu shoes. The initial start of marketing is also different from the traditional brand agent distribution system, but the company directly set up branches to operate self-supporting terminals. From OEM factory to the first-line terminal market, H brand has invested a lot of manpower and material resources to control the initiative of market operation in its own hands. Its unique terminal image design has also been carefully studied. From the company to the office and then to the terminal market, it is equipped with a complete set of ERP data information management software. Its unique business model and favorable hardware conditions have laid a good foundation for H brand operation market. However, strong financial strength and good marketing concept are only the premise of brand operation, not the magic weapon for enterprises to win. This paper analyzes the failure of H brand in the market as follows:

　　 1、 Brand characteristics do not match the existing expansion channels.

Brand H first selected Zhejiang market as the model market to start, and opened its own stores in several developed regions and cities. Zhejiang shoe market is a market with more localized brands and more mature monopoly. Under the traditional channel mode, the localization brand does the monopoly, the international brand does the shopping mall, this seems to have become the invisible law of the shoe industry brand channel construction. H brand is an international brand, and it operates in a relatively mature monopoly market, which leads to the problem that it is difficult to determine the positioning of terminal channel construction. In the end, whether to choose shopping malls or to choose monopoly as the expansion goal? H brand did not make a detailed market research and analysis, and started to start the monopoly market, and the results can be imagined that only 50% of the winning or losing. {page_ break}

　　 2、 Rapid market expansion is a sign of danger.

H brand has just been put into the market for more than a month, it has developed more than ten exclusive stores. In the case of immature staffing and other software foundation, its blind expansion leads to the difficulty of later management. In a short period of more than one month, the staff and the enterprise are still in the running in period. The frequent personnel changes lead to the disconnection of work, and it is difficult to achieve "choosing the person and assuming the power" in the limited time. This article comes from the principle of employment of Huaxia ceramic network, which can only be the situation that some people are not competent for the job and one person can take into account several aspects of work, so that the specific work can not be done in detail Through. In today's shoe market competition, whoever can do the details better than the competitors from emkt.com.cn will be the real winner. When a new brand is initially put into the market, it is necessary to maintain a balance in the pace of expansion, wait-and-see and adjustment, and pursue steady development. "If you want to be quick, you can't reach the target". After more than a month of hard investment of self-employed monopoly, boss h felt that the capital investment obviously exceeded the standard. He shook the existing business model, changed the business thinking, and laid the foundation for the final collapse of H brand.

　 Third, mistakes in the employment strategy.

Because of his diversified and multi brand management, boss h has little time and energy to manage and operate h brand company. Therefore, he has entrusted the operation and management of the whole company to the so-called professional manager Mr. L. We don't know how this person got to know boss h and how he entered H company. However, there were many problems in the operation and management of the company in the later stage. First of all, he was not familiar with the brand operation of the shoe industry, did not have a complete market investment plan, did not grasp the operation ability of details, did not understand the style of shoes, and there was no corresponding market expansion, maintenance and brand promotion Second, the lack of management. We know that in the case of relatively good hardware foundation, the biggest problem of self operated operation mode is the difficulty of management. If the former is a reality that is hard to change, the latter must be a necessary weapon for the survival of enterprises. If Mr. L has its own defects, the latter's toughness can also be lost. There are many professional managers who have never been involved in the industry, and many of them can do well with their better management ability. However, Mr. L is not good at management. He does not have a standardized management process, rules and regulations and internal management regulations change day and night. There is no strong cohesion within the enterprise, and people are lax. The company's employees muddle along, and their will is depressed, which can not produce obvious benefits. Thirdly, the professional quality of management personnel is defective. The peach news of Mr. L and his subordinates kept spreading in the company, which caused a great disturbance in no small company, and became the laughing talk of employees after dinner. Mr. L's authority and image in the company were greatly damaged, so he could not convince the public, and the company's decision-making was difficult to implement. Other incidents such as seeking personal gain by power were common. How can such a person control the operation of the whole company? Finally push h brand into the abyss of collapse.

H brand has been destroyed, and the millions invested by boss h in the market are like the sea of stone. However, in today's increasingly fierce competition in the shoe industry, especially for those brand starting from the beginning, we should sum up something from the H brand to ensure that we will not make similar mistakes again. Yesterday's success may be that we have grasped the environment of an era or the opportunity of a period. When the environment has changed and the opportunity is no longer coming, we should do a lot more when facing the real bullet of the market.