Footwear Brand Supermarket Expands Footwear Terminal Retail Channel

The so-called "channel winner wins the world" means the whole channel Marketing The lifeblood of the system. With the increasingly serious homogenization of domestic footwear products, market The competition is becoming increasingly fierce, and the shoe enterprises have become famous through price war, promotion war, advertising war, etc brand To expand market share, the competition in terminal retail channels will also be highlighted.

Due to the simplicity and reproducibility of chain stores, some shoe brands were transformed from department stores to chain stores a few years ago. At present, chain monopoly is still the main terminal form of the shoe industry. However, it is precisely because of the characteristics of chain monopoly that the terminal competition intensifies. At the same time, with the rise of rent, raw materials and labor costs, the profit space of retail terminals is becoming smaller and smaller. Therefore, shoe enterprises are ready to test new terminal forms.

As a result, the terminal form of "footwear brand supermarket" came into being in the market. Shoes brand supermarket is a store where operators gather various brands and sell them at a retail point. The operator can be a shoe company or an agent. This terminal form can avoid the shortcomings of the traditional channel shoe enterprises' weak control over product sales and low clarity of information feedback. At the same time, it can provide consumers with more choice opportunities, better meet the needs of consumers, so as to cultivate consumer loyalty and maximize the profits of shoe enterprises.

There is no doubt that shoe brand supermarkets need shoe enterprises with strong financial strength as the backing and rich product lines as the support. Running a shoe brand supermarket requires a relatively spacious and bright retail point, so that consumers can buy freely in a relaxed, comfortable and novel environment and enjoy the fun of buying. For example, Aokang's "famous product space" spacious shop gives consumers the feeling of not only shopping, but also leisure and entertainment, so that consumers can fully feel Aokang's culture and philosophy. Admittedly, if there is a wide range of shoes to be operated, special footwear areas should be set up, such as sports shoes, leisure shoes, etc., to facilitate consumers to choose when buying, and at the same time, to avoid consumers from having a confused impression of the brand, thus promoting the promotion of brand image.

The marketing environment of the shoe industry is constantly changing, which requires shoe enterprises to make corresponding adjustments. Judging from the situation, the footwear brand supermarket will become another main mode of the retail channel of the footwear terminal market following the chain stores and department stores.