Children'S Shoes Brand Channel Planning From The Order Meeting

After nearly two years of advertising, star, terminal, promotions and other marketing wars, the brand operation costs of children's shoes have been greatly improved, the profits of products have been gradually diluted, sales have been weakening and declining, brand homogenization is serious, and the market is becoming more and more difficult to do.

The channel planning of children's shoes is based on such a big background.

Can such a channel strategy match the development stage of children's shoes brand, or is it just their quick success and instant benefits in pursuit of scale? Can the adult sports brand's successful monopoly system really take root in the children's market? Can the children's shoes really overcome the acclimatization of the rapid channel change? These questions are undoubtedly worth thinking about the children's shoes brand.

　　选择适合品牌的渠道

On the eve of a brand order, a friend called, "our boss is going to take the business route of the mall and help me figure out a way to deal with it." obviously, it is a brand positioning the middle and low end scattered batch, but the headquarters issued instructions to take the city shopping mall and establish the brand image on the monopoly system. Who should we set it up for?

This is a real case that happened in Ma Defeng, the special observer for children's shoes, China children's shoes.

Ma Defeng was very helpless for the friend's help, but eventually gave the pertinent opinion: whether the brand has the comprehensive strength of channel upgrading, and the product system, terminal pformation and brand height are not only a command, a layout plan, but also can push down the past mode and follow the peers to chase the growing market share of children's products.

Of course, in the past two years, in the process of brand development of children's shoes, with the increasingly clear positioning of the brand, the location of the channel seems to be increasingly clear.

"In fact, most brands are currently channels.

The same pair of shoes can realize the comprehensive coverage from the township market in Wenzhou to the high-end shopping malls in Beijing and Shanghai. The retail price level and the width of the channel coverage are largely controlled by the way of regional agent operation.

"The channel of children's shoes is relatively rich. Street stores, store shops, shopping malls, large business super counters, no matter which channel is the main channel, as long as the sales volume and scale benefits are considerable, in the process of promoting the upgrading of the monopoly system, we must plan the terminal mode according to the brand positioning and development stage, set the main channel, and gradually compile the extra pipeline, and we can not just look at the immediate interests, but will not accept the rectification."

ABC Brand Manager Huang Weicheng said.

"In terms of whether the channel can match the brand positioning ultimately, these companies in particular need to coordinate the interests of agents or distributors and distributors. The three parties work together to build the channel mode on the basis of strict planning and firm implementation. Because, if these two points are missing, the brand of children's shoes can't be felt at all.