Shoe Wholesalers Change Concepts And Keep Pace With The Times

In the circulation chain of modern footwear industry, there is a link which is crucial to link up with manufacturers, which is shoe wholesalers.

For most shoe manufacturers, wholesalers do well in their work, and they are all alive. Wholesalers do not work properly, but the circulation is not smooth.

With the pformation of China's economic form from planned economy to market economy, the wholesale market environment of footwear industry has undergone tremendous changes: from seller's market to buyer's market, from wholesale to brand operation, from husband and wife stall to corporatization.

Only the shoe wholesalers are constantly changing their ideas, improving methods and keeping pace with the times, so that they can be invincible in the fierce business war.

Historical review: the group of wholesalers in China's footwear industry was born in the early stage of pition from planned economy to market economy. Some people with strong market awareness, wide information channels, and many social connections became the first to go to sea to eat crabs.

The power of example is endless. As the relatives and neighbors' pockets continue to gain weight, more people join the shoe wholesaler industry.

Generally speaking, the development track of wholesalers in China's shoes industry has gone through the following stages: first, "the age of profiteers" (roughly before 1990): the market environment is basically a seller's market, and the market supply is scarce. Manufacturers (most of them are state-owned enterprises) are still in the status of "the emperor's daughter is not worried about getting married". Wholesalers of shoes industry, depending on their relationship network, invite guests, send gifts, get the goods they want, and make money by changing hands. Many wholesalers have accumulated a certain amount of funds, experience and sales network at this stage.

Two, "business age" (roughly from 1990 to 1995): after the reform and opening up, private capital and foreign capital accelerated to enter the footwear industry, easing the market supply and demand relationship.

Through the previous stage of development, shoe wholesalers have gradually become a bridge for communication providers. However, the guerrilla like management method can no longer meet the needs of development, so wholesale shops are inevitable.

Because the market environment is still relatively favorable, the shoe wholesalers' life is still moist, and the way of operation is basically staying indoors.

Three, "business era" (roughly from 1995 to 2000): with the gradual balance of market supply and demand, more and more shoe wholesalers feel that business is not as good as before. Passive passive waiting is not as good as taking the initiative to attack, so some conscious wholesalers began to take the initiative to run the market, promote sales, and hired a special salesman.

Fundamentally speaking, this is a profound change in the way of operation caused by supply and demand.

Four, "brand age" (from 2000 to the present): with the gradual saturation of market supply, a number of shoe enterprises began to seek a tight encirclement, especially the shoe industry in Wenzhou and Quanzhou.

Fundamentally speaking, the competition of footwear industry is determined by the relationship between supply and demand.

Due to the low entry threshold of the footwear industry, a large amount of capital has entered the industry and increased competition among peers.

At present, the competition characteristics of footwear industry are as follows: first, the surge of competitive enterprises and the serious saturation of the market: how many shoe factories and how many shoe stores are there in China?

I am afraid the experts from the National Bureau of statistics are all having a headache.

The industry also has a joke that if the shoe factories in China are shut down for two years, it is estimated that the Chinese will not worry about wearing shoes.

There are many shoe enterprises and saturation of the market.

Two, the brand consciousness is increasing day by day: if you walk on the street at random, the brand of the consumer's hand seems to be familiar, but it's not on TV or in the magazine.

It is an indisputable fact that consumers love famous brands.

As for the charm of famous brands, Shoes Wholesalers also have deep feelings. Choosing a brand is like choosing a wife. It's easier to make a living. There's always an invisible hand behind you to help you.

Three, the flattening of the channel is irreversible, and the wholesalers' status is marginalized: in the old circulation system, the drawbacks of various links and long access channels are being corrected, and the trend of the shoe industry's circulation channel flat is irreversible.

Some strong shoe enterprises have begun to build provincial branches themselves, or even self retailing.

In the field of product marketing, the ideas of manufacturers gradually become clear and play a leading role, and the status of shoe wholesalers is becoming increasingly marginalized.

Four, large retail terminals are constantly emerging, squeezing the survival space of shoe wholesalers: under the background of China's accession to the WTO, foreign capital retail giants are taking the bull by the nose and making a lot of fun, and there are a number of domestic retail enterprises, especially department stores, which have made great progress through standardized management and capital listing. In addition, large scale private shoe retail terminals are emerging at all levels of the market.

The emergence of these large retail terminals, to a large extent, hampered the wholesalers of footwear industry, enhanced the strength of the game between retailers and wholesalers, and squeezed the survival space of shoe wholesalers.

Five. Improving the level of management has become a top priority: objectively speaking, the development of wholesalers in China's footwear industry is uneven at the present stage. A group of wholesalers with mentality and consciousness are rapidly becoming bigger and stronger, and become a force that the market can not underestimate.

But most shoe wholesalers are still at a low level of development. They are not aware of new ideas, unclear ideas, poor funds and poor management, which have greatly hindered their growth and development.

In the face of fierce market competition, most shoe wholesalers feel indifferent. If this situation is not improved, many wholesalers will face the danger of going out. I believe that in the final analysis, we must adapt ourselves to the tide of the times and change our contingency.

一、转变观念： “观念决定行为，行为导致结果”，在鞋业批发商转轨的过程中，观念的转变至关重要，现阶段鞋业批发商普遍存在以下思想误区，必须加以转变和改善： 1、批发情结：多数批发商持有怀旧情结，向往以前“一手交钱，一手交货”的黄金岁月，对铺货、信用支持等例行做法患得患失、畏手畏脚； 2、短期行为：多数代理商以为品牌是工厂的，品牌推广是工厂的事，与己无关，“事不关己，高高挂起”，自己只忙着赚现钱、赚快钱，缺乏长期计划； 3、信用危机：部分批发商诚信经营意识不够，只顾眼前利益，招商夸大事实，口惠而实不至，容易挫伤经销商积极性，引发经销商的信用危机； 4、制度匮乏：现在的鞋业批发商多是私人老板，内部普遍缺乏管理制度，主要靠亲情、感情和不成文的行规来维系；对外缺乏成套规范

In the policy system, the boss's verbal commitment is prevalent.

5, cronyism: many private bosses rely on relatives and friends to manage and manage businesses. They do not trust or reuse foreign employees, but do not retain talents.

二、加强学习： 综合来看，中国现阶段鞋业批发商的文化层次普遍偏低，对现代市场营销和企业管理知识了解较少，必须加强学习、抓紧补课，学习的途径可以通过： 1、 读书看报、看电视：中国大多数老板不看大部头的经营管理著作，而是从看报、看杂志、看电视中启发学习经营管理的，这种“知识快餐”虽不够系统，但却新鲜实用； 2、参加现代经营管理速成培训班：现在许多高校和培训机构开办的“经理（总裁）培训班”，尽管收费不菲，收获却也不小，建议有条件的鞋业批发商积极参加； 3、聘请咨询顾问公司：聘请专业的咨询顾问公司，为自己的经营管理把把脉、问问诊，还能为自己的公司量身定做一些培训课程，让旗下的经销商参与进来并因此改变，这是优化经销商队伍的较好选择。

Three, absorb talents: in the continuous enhancement of the strength of shoe dealers, and the continuous expansion of scale, we must pay attention to attracting talents, appoint talents and establish a humanistic concept, which is the long-term development of shoe wholesalers.

After the curtain of the era of brand competition in the footwear industry, there are four competing markets. However, through the heavy smoke, we can still see the new trend of shoe market competition.

一、鞋市竞争的信息化趋势： 计算机技术突飞猛进，信息化技术与日俱新，必将带来鞋业批发商经营管理的焕然一新：远程控制，网上订发货，电脑化管理已经成为可能并已付诸实施； 二、鞋市竞争的品牌化趋势： 在未来市场上，品牌这只“无形的手”力量会越发强大，品牌将成为批发商竞争的利器，鞋业经营者和消费者的品牌意识将空前提高，品牌经营是鞋业批发商发展的唯一途径； 三、鞋市竞争的扁平化趋势： 鞋业批发商必须在较短的时间完成资金积累，并适应通路扁平化趋势，逐渐着手自营零售，尤其是重点零售市场的自营工作，完成由批发商向大型零售商的转型； 四、 鞋市竞争的灵敏化趋势： 鞋业批发商为满足与日俱新的市场需求，必须不断完善物流流程，缩短供货周期，加强备货、补货技巧，提高自身市场反映的灵

Sensitivity.

Five, the fine trend of competition in shoe Market: the management level of wholesalers in the footwear industry will go to a higher level in general, and the management mode will change from extensive to meticulous. This is the inevitable requirement of the development of the times.

In the process of pformation, shoe wholesalers should pay attention to create a good external environment for themselves, including the relationship with factories, the relationship with local industry authorities, the relationship with competitors, the relationship with financial sectors, and so on. At the same time, the process of pformation is gradual.

I believe that as long as the shoe wholesalers comply with the times, change their concepts and enhance their skills, they will be able to smoothly pition and complete the evolution from hyenas to lions.