A brand founder contributed to the history of "the short Ebang salon speech", ten minutes, the guests share for the next two or three years shoe industry anticipation and thinking. He pointed out that the future brand of single shoe selling would be more difficult, even if the shoemaking BELLE, if not quickly switching mode, would eventually die.
Why do we make this judgement? The guest tells us two major trends of the footwear industry in the future: first, the rise of shoppingmall and the transformation of sales mode; the two is the emergence of the "circle economy" brought by the rise of the middle class.
The rise of shoppingmall allows retailers to oversell their goods to sell their way of life. For example, there is only one shoe brand shop in Guangzhou Airport Road's Wanda Plaza, and more space is used to open restaurants, cafes and other life service shops. In this case, the space of commodity sales is compressed, low frequency consumption and low value-added products will be eliminated.
Therefore, he believes that the online sales of footwear industry will become bigger and bigger in the future. The industry that can be used as reference is thermal underwear. Now, about 80% of the sales volume comes from online. "Shoes will happen only a few years later, but it will happen."
But he also stressed that offline sales would always exist, but they would exist in clothing brands. "Now there are many brands of clothing in the shoe, Zara, UNIQLO in future, independent brand shoes will disappear. At the moment, the BELLE with more than 50% of the market share in the middle and high - end shoe brands will die if not fast switching mode. "
And what is the rise of the middle class? It is the emergence of a circle economy. Will the magnetic field is the same person let more personality, together, the flow distribution will be more accurate, but not like Taobao set pressure type.
In addition, after the rise of the circle economy, more and more chains will not be limited to selling clothing or selling shoes only. Guangzhou Fang Fang (editor's note: Fang is a private bookshop in Guangzhou, where bookstores are not only selling books, but also the rise of clothing area, book area, coffee area and recommended commodity area).
The guests concluded that from the bill system after the reform and opening up to the later wholesale business, to the street store, to the department store, to shoppingmall, every commercial form changed because of the change of crowd. The population economy will divide the first few categories of China into countless species.
Under the "circle economy", there will be great pressure on brands such as BELLE. The future survival of Korean brands should be Korean brands, a group that will play multiple brands, and every brand will not have large brands. The guest said the BELLE model was bound to die, "only to die today or to die tomorrow."
He believes that the Amoy brand will be Golden Triangle mode in the future, the bottom is the ultimate low-cost, high cost of the brand; the middle layer is a group of multi brand strategy, in this mode, the financial system, are common, the cost will be low; the top is tonal, high profit brands.
The speech, the guests also answered questions from the audience, the small excerpts are as follows:
One, "American special soldier style" team management
There were about 300 people in our team in 2014. Last year, aware of his limited capacity, can not carry so many people, so the logistics outsourcing, cut off 80 people. Soon we establish a black list within three days of termination of the wolf is not enough staff team, compressed to about 170 people, after the layoffs we found staff more efficient.
We also spend money on the advice of management companies, but later we found that today, after listening to this suggestion, I will feel that I still need my own things and management system to listen to that suggestion tomorrow. So we investigated all kinds of management cases, and finally established a set of efficient organization system which can operate automatically with reference to the management mode of American special soldiers.
Our organizational structure is divided into three levels: the middle layer is the direction layer, that is the most central layer; the second layer is the resource support layer and the third layer is the combat layer.
We will lead all Qian Lifang in the combat layer, the combat layer to command the resource support layer, and the central layer to guide the direction only. If you see the movie of the special forces, you will find that all the organizations in the world can't be higher than the army. The management of any organization is not effective on the whole.
For example, in the Gulf War of 1991, the presidential palace decided to fight, then sent a special force to the front line, commanding a resource support fighter, an aircraft carrier and so on, for example, how to strike accurately. The president's mansion only commands, does not fight, and the special forces command all the resources behind it.
But you will find that any war needs a system of communication. What is the communication system for the enterprise? It is the command system. That is, we should make a whole system to ensure that the combat layer is not blindly directing, and the direction is not blind.
We will encourage a few people to set up a group and divide the management system into four modules, people, things, incentives, and cultural systems. The cultural system is the first system, under which the continuous separation is made. In the future, we expand only in the combat layer, and the resource support layer is not expanded.
Two. The current footwear supply chain is very bad
Today, the supply chain of the shoe industry is not what I don't agree with, and it's very bad. A large number of factories in Guangzhou on the first half of the dead, in fact, want to have the ability to avoid the deep. Why is it dead? It's because the efficiency is too low and the management is bad. No one thinks there is a better form of supply chain.
I have established a shoe industry enterprise before, in 2010, it can be about 170 million yuan. At the time, we had 2000 competitors, and we only used 200.
I think the shoe should be a high degree of division of labor, now a lot of shoe heels are doing, flat shoes can do. I have a shoe friend, I advised him to do such flats, cost savings, but also can make the most of the brands, improve the right to speak.
Our brand is now the form of OEM processing, the future investment is similar to my friend's factory enterprise, hoping to serve more brands.
In addition, we are building a data model of the factory to speed up the efficiency from branding to raw materials. Our brand has a strong data analysis ability, I hope to be able to copy this system to the factory and improve the efficiency.