First, market conditions:
The total population of Shandong Province, more than 9,000 million population second only to Henan province, the second highest in the country. A total of 48 cities in the province, of which 17 prefecture-level cities, 31 county-level cities, 60 counties, the broad market space is the business place, but now the wholesale market has four major areas to: Jinan, Linyi, Heze, Qingdao, Jinan and market coverage includes: Jinan, Tai'an, Liaocheng, Dezhou, Binzhou and Dongying, Zibo, Laiwu,? easily? and Weifang in some areas; Linyi three major market areas covering nine counties of Linyi region; Heze Heze major regional markets covered by the market; Qingdao, the main covered market, sunshine, Yantai, Weihai city Shandong Peninsula. Is a good brand management: Red Dragonfly, Italy Erkang, spider king, O London, the old shoemaker, Golden Monkey, Fu and German brands, the main sales channel for local Shoe Town and the main shopping malls.
Second, the basic operation of the company's brand status:
Jinan Market: More than 40 current total number of customers, effective number of customers 15, 3 stores, shopping malls special hall 4, shopping malls, Shoes City counters 7. 2600 pairs of the total stock, effective inventory 1000 pairs, 1600 pairs of stock to be addressed, the annual amount of 2.5 million purchase, the market total debt 450 000.
Linyi Market: total number of customers are more than 20, the effective number of customers 13, the Office of two self-professionals to join the Office of four experts, shopping malls, Shoes City counters 6. 3300 pairs of the total stock, effective library 1500 pairs, 1800 pairs of stock to be addressed, which operated stores 1800 pairs, the annual purchase amount of three million, the market total debt 260 000 (operated stores excluded).
Jinan, Linyi, product structure and the same market, the wholesale price from more than 90 to 220, of which 130 mostly about price, style of Wenzhou shoes mainly to the overall style dress shoes and account for about 60%, 30% business and leisure, about 10% pure leisure.
Third, there is the problem:
1, agents Zhang business owner for many years in the history of leather industry, from retail to start the first move towards wholesale, brand management course, market information and market conditions support the basic ability to better control, but settled in Linyi will focus more on the market of Linyi, Linyi the nine county area of the three areas, the basic operation of the market is stable, the terminal high quality. Outstanding grasp of their inventory and are more reasonable, plus his own two shopping centers are also self-management, information feedback and more accurate models grasp on.
But to the development of Shandong market, it will attach importance to the market in Jinan, capital city because city will cover nine areas. From the current operating point of view, is basically the boss Zhang Jinan, the operation of the market by the management of his brother Yang, Yang had to do in the following fashion retail market, there is no operation on the shoe brand experience, its not good and people are more communication and rarely take the initiative in developing the market, from the market point of view, has greatly affected the brand's overall expansion in Shandong market.
2, brand and positioning a lower grade, which is the basic situation in Shandong market, the wholesale price of the main line from the above agents can also be read out, its price positioning of the basic meaning Erkang with Wenzhou shoe, spider Xiang-flat Wenzhou shoe in the market for years, but ride in a certain share of the market share already, we have to compete in the same level, it is too difficult. Currently agents using our middle and low brand awareness and business products, aimed at extracting "S" brand, the residual value of the last point.
3, agents do not market long shot and long-term planning intention of restricting the excessive increase in running volume in the market generally more than 1.4 times increase in the ex-factory price of some products as high as 50% of the profits This is a short-term Solly behavior. Can make more money this year will make more money, did little to cultivate the market and protection.
4, the agents on the market so long as it does not plan to vote, as well as the support and input on the market too small, then let's use that to earn pocket does not pay out on the market is difficult to open up. On Na Taian's customers it! Yang Tai-customer business owner "S" brand for three years of history, the best in all of our customers in sales, Taian a special room in a mall a year up to purchase the amount of one million. In order to further expand the market, Yang owner of a associate at another business on the streets and opened a "S" brand stores, specialty stores of container and doors are in the company first produced, Yang boss paid a total of container and the door first paragraph 50%, the company planned to give nuclear report 30%, then the agent is paid how much? An operator Bianzhi 1 / 6, for such large customers, Yang is so invested, the more support and not to mention other clients invested.
5, the above data analysis, Jinan market with a serious shortage of supply of, because there is no back-up led to not stocking-operated stores, customers fill out a single break codes is serious to seriously curb To improve sales . Lack of terminal market management, market management for several years in Jinan, which has developed over many customers, but many dealers to give up after a period of time or no longer operating. When a brand no longer operating in a market collapse, to the next expansion of the market caused considerable difficulty.
Fourth, the proposed rectification plan:
1, increase the control of agents increases, which increases the company for a certain proportion of the wholesale price of a regional force, the company from time to time on the following retailers survey, here the implementation of the wholesale price would increase the rebate for the year-end in compensation and the amount of arrears to the development support. Found to violate the regulations arbitrarily increase, reducing the amount owed on the market support and other support.
2, limited to agents throughout the year, the company took out the amount of the approved purchase a certain proportion of the amount of support for the market, including the door header, container, light boxes, posters, promotional gifts, also props up spending on store take the ratio of more than props to be made compulsory agents produced in the company to account for Au core. In order to encourage more open markets operated stores in Jinan, the company-operated stores increased on the agent's rate of props.
3, the joint company and agents to increase investment in Shandong market advertising, you can choose the appropriate investment season and sales season in the television media advertising investment, strengthening the input of some print ads, such as road signs, gun, body, newspapers and journals.
4, gradually increase the Shandong market products, and increased leisure shoes in the proportion of product structure, product prices and grades to be slightly higher than the Wenzhou shoes, channels to the mainstream mall-based second and third tier markets in order to avoid facing the same brand of Wenzhou competition.
5, the current status of the market for Jinan, the company should be re-deployed its market area manager for a comprehensive monitoring and assistance agencies work, the difference is the company's commitment to regional manager in the local accommodation and travel costs under the market, so Buzhi Yu region managers work off some of the very passive, involving the vital interests of agents and sometimes bad start with (some brands are using this approach).
6, a gradual conversion agent of the husband and wife wholesale stalls, update agent business philosophy, and gradually set up trading companies mode of operation.
7, agents, co-existing or develop new agents based in Qingdao point, so the market can be radiation Shandong Peninsula, Shandong order to truly open the market to do.
Another: the company should be to enhance quality management, are more responsive to the soles do not wear out the root of the phenomenon seriously.