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Second Line Brand Will Be The First Choice For Footwear Industry In The Future.

2011/4/4 10:52:00 45

With the rapid development of footwear industry, there are many domestic front-line lines.

brand

Is also facing a severe test.

High franchise costs, high operating costs and high operating indicators have made many first-line brands.

Distributor

Feel the pressure.

According to statistics, since last year, 30% of first-line brand dealers have switched to second tier brands, and there is a trend of continuous growth.

A brand of shoes and clothing in China

Franchisee

Xu told reporters: "now we need to join a brand like ours, which requires a lot of shops and shops. The shop area is large enough and sales targets are quite high.

And some well-known brands rely on their own brand awareness, and do not pay much attention to the general franchisees. Their support policies are also few, resulting in too little profit margins and low survival rate of these franchisees.

This also directly affects the confidence of our dealers, and how little we can manage.

And some of the first tier brand franchisees say that if they don't run too long and have deep feelings for the brand, they really want to change to a relatively relaxed second-line brand.

As expected, the reporter visited the market and learned that the shoe and clothing industry now has two extremes: first line brand competition and direct competition, fierce competition, which has led to the "disaster" of franchisees to varying degrees. The three line brands can not survive, and have a direct impact on the business confidence of the potential franchisees.

However, this situation has advantages and disadvantages. According to the relevant person in charge of footwear and clothing industry in Fujian Province, there are still a large number of enterprises in the industry that are doing their best in the industry, and are vigorously supporting the franchisees and achieving good results.

Many second tier brands not only increase their support for franchisees, but also continue to train their franchisees, making franchisees full of confidence in making profits at the same time.

And these franchisees are also becoming mature, even beyond some first-line brand franchisees, no matter in terms of experience or quality.

It is true that with the increasing demand of franchisees in the first tier brands, some second tier brands have stepped up the opportunity to break through, and have turned retrograde into a unique business in the industry.

In response to this situation, the reporter visited Mr. Ding Junxian, an expert of trade association. Mr. Fu suggested that the reporter contacted Mr. CEO of the eight starlings (China) Co., Ltd., and learned that BAGE (eight elder brother) shoes had frequent "new policies" in recent years. With the strong support for franchisees, BAGE (starling) has been rising rapidly in the market. Every year, whether it is a monopoly store or sales performance, it has maintained a rapid growth.

Mr. Fu said, "even though the first line brand has certain advantages in the added value, its additional threshold is still a great sensation. The second line brand will be the first choice for the footwear industry in the future."