Yin Zhiqiang: Where Is The Hope Of Male Shoe Business?

Yin Zhiqiang: Hello, everyone, old friends of Quanzhou, old friends of Jinjiang! I come up today to talk about men's shoes, but I don't want to talk about anything else. I just want to talk about some of my personal ideas. I don't want to talk about how to operate. There will be many brands mentioned below. I hope it's wrong.

Let me first talk about the status quo of traditional men's shoes. First of all, they are traditional brands. Now half of the country, I have accumulated many years of experience from the line, brand bonus, and special bonus from the platform. I will continue in 2014. I think the overall situation is that some brands are looking for the Party style in the hot sun, and the internal expansion has long been the main industry of the less popular men's shoes, and they also take other categories. It has been very successful, and has grown stronger. Some brands have been approaching dusk, for example, the lobbyist unit price has been pulled from 200 to 150, and a few brands have failed. They have moved a peculiar offline agent mode to the online market. They are crazy to open up shop, the price is dared to sell, and the sales are climbing steadily. This is a wonderful practice, but the product design or the brand's sustainable ability in the future. The situation is not optimistic. Let's talk about it. Amoy brand We also include ourselves.

Because the platform abandoned the Amoy brand, coupled with the impact of traditional brands, made the Amoy brand fall into a helpless hawker with no bottom line and no rules. We ourselves are also like this. We often entertain ourselves with some peculiar marketing strategies. I feel very miserable. For example, let me give you a few examples. The first 29 cowboys are SF, and my wife does not like it. Innovation, however, can not be sustained. We have experienced it ourselves.

Some brands are worthy of admiration. They are silty and unstained. They insist on their own style, insist on their price, insist on getting tall and hard on their own, some brands only do two times a year, sandals in summer, and boots in winter. Some brands are fighting for a year, but they have little strategy, lack of strategic deployment, and strive to get off and on for a year.

I would like to talk about the problems we face. We have just talked about the thousands of faces of Taobao. This is a very fatal impact on the creation of explosive funds. Once the boss gave a command, the money was lost, and a burst of money was made. Advertising prices became more and more expensive. After the explosion, the advertising stopped. The cost is getting bigger and bigger. Products lack of innovative design, every day is the basic funds, not a few of them dare to do some innovative, in addition to the summer net shoes are net shoes, in addition to the winter is the addition of wool, and inventory, if not dare to inventory, can not do Juhuasuan, inventory is a very troublesome thing.

The root of all these problems lies in Gross profit margin The problem is, because the gross margin is too low, so these problems are all problems. If the gross profit margin has been raised, I think all this will not be a problem. Why do we not have gross margin space? Because there is no differentiation, and now we still face the situation of embarrassment. There is still a chance. The shoe and clothing industry has been changing drastic. Let me give you a few examples. Puma has long since stopped exercising. Gram mainstream products are no longer sports shoes, but leisure class. Now the most popular NB is not sports shoes. I always believe that these people who have just entered the social work for several years will become the mainstream of society. I never believe that he will take off the Nike and Adidas, and then change them directly to Goldlion. I believe there is a long process in Anta, Lining and There is a big market opportunity between Goldlion and AOKANG. This is the opportunity for men's shoes practitioners.

　　 Women's wear There are rip and silk, Korean clothes house and so on. Women's shoes will also have cotton and linen women's shoes, ethnic women's shoes and so on, and there will be opportunities. I ask who can provide a pair of shoes for peanuts. Quanzhou's outdoor shoes are invincible, and who dare to provide some fashion for outdoor shoes instead of being clumsy and yellow brown. Here I borrow from Mr. Yin man's words, and find a small group to stick to it, and we will succeed. We will ask rhetorical questions. What we need to do is to support capital if we want to do something with high gross profit. If there is little money, how can we invest in advertising? If there is little money, how can we persist in it? People who feel like they can't be forced to work hard, and I suggest that you put down the plagiarism and price war. After the meeting, we will go back to our home to make a pot of tea, call the product manager, how to break through our products, set our own position, persist in doing so, we will gradually realize that the road is becoming more and more peddled, and more and more fans will be produced. The brand will also become more and more delicious, and stick to it, five It will be a great success after that year, and I intend to do so.