361°Sports Brand: Regaining the "King of Path" Award Winning 2008

“Pathways are king.” This very popular marketing vocabulary of previous years has recently returned to Jinjiang. From August 24th to 31st, 361° “Decided to Win 2008” Summer New Product Ordering Conference was held at the Xiamen International Convention and Exhibition Center. Except for a scale of more than 3,500 people and a new high in the industry, the number of orderers from the front-line terminals reached 99%. The retail-oriented and refined order model reform with the aim of improving the efficiency of single stores has become a prominent highlight of this conference. This also shows that the concept of “Pathway is King” has been picked up again at 361° and is expected to be high in the Olympic marketing battle next year.

Serious inventory

Terminal network is facing innovation

The development of the second and third-line brands is eager to grow overnight, adopting more supportive policies for agents, and expanding distribution and credit arrears, which ultimately leads to increased operational risks and increased support. The Beijing Olympic Games is coming. The tempting business opportunities seem to be in sight and at your fingertips. Arrears, increasingly serious access to inventory, shortage of cash flow ... ... Jinjiang sneaker brand bravely forward forward, when a road crisis has been hidden in Jinjiang shoe companies, anytime, anywhere, may erupt, and bring Deadly destruction.

Last year, there were rumors that Jinjiang, a second-line sports brand in Wuhan, had only 10 million yuan in inventory, and its annual sales amounted to more than 10 million! "Incidentally, taking a look at the footwear industry in 2006, it is not difficult to find that the logistic problems that have plagued the industry are still serious and the number of inventories in the entire road is alarming." During the interview, many people in the industry are worried. In order to digest the continuous output of the production plant products, many Jinjiang manufacturers always require agents to order too much, a considerable number of agents in the market expansion and outlets layout, often can not keep up with the manufacturers continue to expand the desire and pace. The disjoint rhythm between the two sides has become an important cause of serious access to inventory. In fact, not only the second and third tier brands have serious access to inventory, even if some Jinjiang first-line sports brands do not escape the serious nightmare of inventory access, a large number of goods are actually in the agent's warehouse. How to solve the path inventory, how to reasonably support the agents, and achieve a win-win situation will be the immediate and near future, Jinjiang shoe companies have to consider the urgent problem.

Order model innovation

"Pathway" approaching the international community

Therefore, it is not difficult to understand the problem of shoe industry access in the short term and regaining its natural position in shoe enterprises.

"Compared with the internationally advanced refined ordering model, most of Jinjiang's current enterprises are still convenient for order-level general ordering." According to Xia Youqun, the 361° assistant president, the 361° was the first time retail-oriented. With the aim of improving the market performance and single store sales of each series of single products, the order model has been fully innovated to make orders more systematic, scientific and professional. In the agenda, on the basis of taking care of the differences between North and South and implementing the North-South divisions, the products are divided into series according to the series, and a multi-level commodity structure such as main push and main force is formed, and a large number of first-line buyers with rich practical experience scale and proportions. Order.

"Good benefits begin with ordering. In the ordering process, companies need to strengthen the scientific guidance to their customers, and they need to adopt some measures to 'fidelity' and analyze the ordering data and control the terminal in a real and effective way." Xia Youqun believes that from the extensive The essence of the refined order model innovation is that the merchandise marketing department conducts a scientific and rational planning of the entire structure of the merchandise from the perspective of market demand and brand development, and at the same time utilizes systematic integration of R&D, marketing, and accessories suppliers. , Together to enhance the competitiveness of goods in the terminal stores. In order to respond to the innovation of the order model, they also set up a large merchandise marketing department to replace the coexistence of multiple marketing and design departments classified by products in the past to coordinate product development, design, and production. Promote terminal sales.

Dr. Yuan Fang, a brand observer and professor at the Communication University of China, believes that it is very important and logical to innovate the order model with the aim of improving the efficiency of individual stores and improving the overall sales performance of the goods. Before the Olympic Games opportunity, the innovation of the 361° ordering model has considerable enlightenment and reference value for many SMEs in Jinjiang.

Coincidentally, Anta, Xtep, Septwolves, Lilang and other companies have also increased capital investment, improve the sales network, "access is king" regained importance in other enterprises in Jinjiang. “In the past, short-term favors no longer adapt to changes in the market in the future. Win-win cooperation and complementarity of advantages and resources will be the basis value of the cooperation between the two parties. The manufacturer must evaluate all channel members and design an ideal win-win model. Only the manufacturers interact. Only by joint investment can the rapid growth of the brand be achieved!” said Dr. Yuan Fang.