Integrated Development Of Footwear Brands Has Become A New Trend.

In recent one or two years, the vocabulary of "integrated store" or "concept store" has been constantly mentioned by people in shoe and clothing industry, and has become the focus of discussion in the industry.

In the era of growing "two high" terminals, high rent and high labor costs have become a common problem in the shoe industry. In order to solve these problems, we have worked hard in the form of selling and product organization. Among them, AOKANG and red dragonfly brands are the most concerned about the exploration of the new shoe industry's retail mode. The most important thing is the Wenzhou brand.

To this end, I can not help but shout, the era of integration shop.

AOKANG: famous brand space

When many shoemaking companies are struggling with franchised stores, AOKANG has integrated the brand with a new marketing thinking to further cater to consumer demand, and launched a retail terminal model called "AOKANG brand space". This marketing mode has changed the past.

In October 2007, AOKANG opened a brand name space of 2300 square meters in Heze, Shandong. It included five brands of AOKANG, beautiful woman, red bird, Kanglong and GOEX of AOKANG, and then opened 4 large scale products in Shandong.

"Famous brand space" gives consumers a visual impact. The spacious shop hall gives people the feeling not only for shopping but also for leisure, so that consumers can fully experience the culture and philosophy of AOKANG.

The combination of customer demand and product supply gives customers more choice opportunities, and achieves brand complementarity and resource sharing.

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Red Dragonfly: integrated concept store

Because of the traditional retail store terminal mode of one product store, it is easy to be copied by the enterprise quickly, resulting in more intense market competition. The cost of opening a shop is increasing rapidly under high rents. Enterprises have to consider maximizing the unit's efficiency and increasing the types of sales products.

For this reason, the Red Dragonfly proposed a brand integrated shop model (GT) through the exploration and analysis of the overseas ZARA mode.

In October 2007, red dragonfly's first more than 300 square meter integrated concept store was unveiled in Jiefang Road, Wenzhou. It mainly trades in four categories: Red Dragonfly leather shoes (including sports shoes), red dragonfly leather products, red dragonfly women's wear and accessories.

Subsequently, the Red Dragonfly integrated store mode was launched in the whole country, and the expansion of new shop or original monomer store was adopted.

Related information shows that the Red Dragonfly brand integration store can be roughly divided into two categories, the large integrated shop area is more than 100 square meters, and there are four kinds of clothing and shoes, leather goods and accessories in the store. Hundreds of male and female products are available in the store, and the small integrated shop area is only tens of square meters, and only three other products are sold.

After changing into an integrated store, the efficiency of single store increased by 25%, and the growth rate of good benefit was as high as 300%.

For example, if the traditional stores can only store 300 pairs of shoes and pform them into integrated stores, they can put the original number of shoes in the store, and they can also put 50 packages and 100 ornaments.

From the terminal channel reform of AOKANG and red dragonfly, we can find their common points: they are all developing towards the direction of scale and centralization.

We call it "brand integration shop".

This mode can be described as a form of store extension. It further amplifies the role of franchised stores and, in a sense, reflects the future development direction of China's footwear industry.

Here is a brief analysis of the advantages of this model:

Cost advantage

Because of its particularity, shoes industry has a higher demand for the location of storefronts. In recent years, the price of real estate has been rising, and the rental of shops has also risen. According to industry sources, the average price of commercial stores in domestic second tier cities has exceeded 1 million /100 square meters, and in some places even up to 2 million, even the average rent of three cities in China has reached 400 thousand /100 square meters.

Such a rental level, a single brand of footwear products, has been very difficult to support.

Besides, rent and pfer fees are still rising. Apart from staff salaries and operating expenses, there is a big problem in the profits of franchised stores, and brand integrated stores can alleviate this situation better.

Red Dragonfly brand related responsible person said, the use of integrated store mode, can make the store every square meter results can be improved, the integrated store mode rent pressure than single store will be reduced by 15%.

AOKANG has also said that the "famous space" does not have to be in the first class location, and can choose the corresponding second class location. The same area, the rent of the lot is at least 3 times more than that, which leaves much room for cost control.

Scale advantage

Compared with traditional franchised stores, the brand integration store has not only increased the area greatly, but also has a richer product category, which can provide more services to consumers.

The Red Dragonfly integrated concept store draws on the international popular shop operation mode, concentrating on the various products of the Red Dragonfly brand, so that consumers can choose leather shoes in the shop, and at the same time, it can conveniently purchase all the leather goods, clothing and accessories needed to meet the consumers' "one-stop" shopping demand.

AOKANG believes that the distribution of traditional brands among different brands is distributed. Consumers purchase goods of the same type, goods are more than three stores, and they have to look for the "famous brand space" between 200 square meters and 500 square meters, so that consumers have more choices.

Image advantage

Traditional stores often sell products with single products. The products in the store are relatively single, and the store image is rather dull. The brand integration store can display all kinds of products of different brands or styles in different styles, so that the store will become richer and more prominent in product collocation.

In addition, this brand product will be displayed in front of consumers at the same time, it will give consumers a shocking effect, and it will greatly enhance brand awareness and reputation in the minds of consumers.

Although integrated stores have more advantages than ordinary stores, some industry insiders say that this does not mean that all enterprises and brands are suitable for this mode.

Because it seems to be just adding more products in the traditional franchised stores, in fact, it needs the support of the enterprise strength. On the one hand, it needs the diversified development of enterprises, or the strength of creating many brands. Otherwise, simply increasing the product styles will only increase the cost, and will not bring any additional benefits. On the other hand, it needs the management of enterprises to keep pace with the development of logistics and products independently, which generally require greater investment.

In addition to the integration store, in fact, some brand enterprises are also exploring other innovative modes, starting from 2004, looking for the differentiated shoebox "family shoe cabinet" mode and the third generation leather shoes monopoly mode launched by Chengdu KEK women's shoes in recent years.

Shoebox: the shoe cabinet of the whole family.

"Here are the shoes cabinet of your whole family, the baby's baby shoes, the women's favorite fashion shoes, men's shoes, sports shoes and slippers. Here you can find shoes that suit your family!" unlike Daphne's women's shoes, Shoebox sells men's, women's, children's shoes, and even some footwear products, "no shoes no," which is the definition of Shoebox by Daphne shoe boss Chen Yingjie.

On the choice of store location, Shoebox highlights the concept of "community", and the price is more and more affordable. "Shoe cabinet is not expensive" and "close to public life" is the positioning of Shoebox.

Because with the emergence of more and more communities, public consumption habits are moving from department stores to community business circles. There are not many popular elements in Shoebox, the main advantage is cost-effective, and more importantly, it is convenient for the whole family to buy.

According to relevant data, since the establishment in 2004, Shoebox has over 1000 stores in 6 years, covering 21 main cities throughout the country, forming a strong sales system.

Click shoes: the third generation monopoly mode

As the rising star of leather women's shoes, KEK women's shoes have been innovating in Sichuan market and launched the "third generation genuine leather shoes monopoly mode". At present, there are more than 100 stores in Sichuan, which has been widely concerned by the industry.

The pattern is characterized by:

1, product segmentation, only medium leather women's shoes, moderate price.

2, regional positioning is clear: only two or three level market, in the local leading brands.

3. Retail thinking. All stores are directly managed by the company's professional management team.

4, customers only act as investors, do not participate in management, only supervision.

There is a pure profit guarantee, customer investment without risk, changing the traditional value chain model of the industry.

5, use mobile housekeeper to store and store all stores immediately, and customers have no inventory pressure.

6, set up its own retail Institute, carry out hematopoietic pfusion, and reserve personnel for expansion.

In fact, no matter which mode and which kind of monopoly will win the market in the future, it depends mainly on two aspects. First, the integration of resources, especially the integration of commodities, must be marketable to consumers, and the overall sense of store to consumers should be fashionable, light and high-grade.

Two, it is embodied in service and management, through the expert consultant management of details to win sales.