subject: Shoe Marketing Mode: Saturday Pk Belle [print this page] HC shoe net September 9 hearing, though not much earlier relationship with Belle, but many people still like to compare Saturday and Belle, and in fact such a comparison makes sense, since they have adopted a multi-brand operation, followed a department store shop store line segmentation is similar to the customer base. But, faced with the same market, Belle is taking the vertical integration model, but Saturday will be more detailed customer groups, and according to their own situation, we adopt the model of vertical integration.
Vertical integration to market ability set design
As major development earlier, "Saturday" brand, a brand to do fine, in-depth access to earnings, so now on Saturday Shoes The profit model is established for profit model of vertical integration.
"Does not depend on a particular link, if relying solely on a profit point, the risk is high, profitability is not smooth. We will design, production, channel promotion, Marketing And other links with a reasonable, market-oriented, vertical integration profitable. "At Tao explained that the specific performance of this model is to market ability, set design.
Such as a shop how much each season styles, each style should be equipped with the number of products, these early there will be a consideration in the design phase, and put each shelf products which are planning in advance, with the style requirements then go design. In the number of goods, is the headquarters Saturday of each store sales and the past Sell A reference amount, and then decide when to expand capacity for its.
"This operation is called by store purchase on the way, each store as an independent business units, design and production are all around in front of a store needs." Tao said Saturday at the stores themselves be divided types, and some shops open in the fashion department, the fashion of the store, ask for more new products, so a substantial proportion of the new thrift compressed older, some more than 90% of fashion shops are new goods.
And some shops open in the community department store, the store must fashion an appropriate compression type shoes, not only that, Saturday Hai Ba product divided display product, star product, traffic products, opportunities, products four categories, in accordance with all store different positions and distinguish the product ratio and the style is different, the proportion of goods will be adjusted from time to time.
"Do not look at each mall are open, but the products are not nearly the same amount are different." He said that it is required to open each store has been carefully examined and thoroughly before the product can be refined quantification. For example, a store sales is 20 million headquarters on Saturday, will be based on its performance with the number of sections, each the number of products can be clearly calculated, very quantifiable, "is that each store on Saturday This is a fine little of the profit in each and every part. "update the style each season, on Saturday on a quarterly basis about the new 300 will be introduced, but not to market all at once, but in batches access to customers always have the feeling of new goods.
In fact, many industry profits on Saturday, the vertical integration pattern is bullish. Bohai Securities Research Institute Clothing Textile researcher Chen Hui said that this model allows the shoes on Saturday in a highly competitive market are a firm of each footprint, each brand has a separate market, then closure may Baoquan attack together.
From Saturday to Sofia, one by one, large multi-brand strategy to support
And a subsidiary of Belle Belle, who she was, day kindness, STACCATO basic brand shoes in China before the list of ten different shoe on Saturday, its own brand of five other Proxy Two international brands, but most consumers know and is the largest market share, "Saturday", a few other brands seem to have also "still holds partly concealed," and not as well known to the public, whether it was Saturday strategic plan for the brand or brands bottlenecks exist then?
