Development Strategy Of Cool Shoe Industry In 2011

In the past 2010, Children's shoes As the industry continues to mature and market competition intensifies, all shoe companies are opening up their own battlefields with high spirited attitude. And as children's shoes market On a wonderful flower, the cool shoe industry has caught the spring breeze of children's shoes and has stood out in the competitive market environment, and has made certain achievements, and the brand has been further promoted. Then, in the new 2011, what new gesture will cool Le welcome to the new journey? Cool music Since the founding of the company, the brand has accumulated the soft power and hard power that the company should have. Therefore, this year, we set up a large part of the company management structure, determined to have a significant improvement in R & D, production and sales services. Only in this way can we stand out in the industry. Lin Zhitong, chairman of cool shoe industry Co., Ltd.

While talking about the specific development direction of the cool shoe industry in 2011, the general manager of coolle Shoes Co., Ltd. expounded the specific development ideas from three aspects:

　 Train of thought: first, raise the brand height by advertising the movie and TV.

"With the further warming of children's market, we believe that the children's shoes market will soon usher in a new wave of upgrading. We will fully seize the opportunity of this wave of upgrading and occupy the highest brand point through strong media, and enter the leading brand of children's shoes. After all, only when the brand has a certain height can it have the added value of the brand, and it can get into the excellent channel and get a good distribution. Therefore, the company will vigorously promote brand promotion this year to create a more competitive brand sales environment for agents. The general manager said so.

　 Idea two: channel as the key to brand success

As we all know, brand competition is a systematic and complex competition. It includes product R & D, price, quality, and management team of the company. However, its performance is concentrated on one point, that is, channel winning. If there is no good channel, no perfect channel, and more systematic advantages will be exhausted by the disadvantages of the channel.

An agent, whose products are sold by dozens of hundreds of retailers, each retailer has different structure of retailers. Some retailers have 100% franchised stores and specialized offices. The majority of retailers in some agents are scattered retail investors. There are also some agents on the hand of retailers constitute a shopping malls, exclusive stores, single door counters, some scattered batch organic composition. Different components and structures are suitable for different brands and produce different results. Therefore, in view of the existence of this situation, coolle brand always insists that the channel is the key to winning the brand. This business philosophy is dedicated to shaping the ideal channel mode: single facade counters + some shopping malls and special offices + two powerful batches and some scattered shops. According to the general manager of coolle brand, "only in this way can we have both brand image and quantity."

　　 Train of thought three: take image as the breakthrough point of brand assault.

In the brand development strategy, brand image engineering is the most critical step. For the shaping of the image of cool brand in 2011, the general manager said: "this year, we have made new adjustments to our new flat POP image and the new shop decoration image. We will make good use of Jia Yunzhe's image this year. At the same time, we will also carry out effective rectification for the stalls. The rectification part includes: lighting effect, shelf application and plane POP replacement. For retailers, we will try to ask them to decorate our cool door, image wall and indoor POP. After all, store image is the most direct tool for promoting brand.

From the brand planning mentioned by the general manager, we see the cool music brand that has sailed in 2011. I believe that in the future, in the children's shoes market, cool music will become more and more wonderful.