Red Dragonfly Single Brand Multi Product Layout Market Steadily Developing To Seize The Opportunity

Red Dragonfly shoe deep tillage "fine retail" comprehensive layout steady development

In recent years, with the continuous influx of foreign brands, Chinese footwear enterprises are entering a cruel test period.

With the continuous changes of market environment, people's consumption demand has risen with the continuous improvement of consumption level.

The strong offensive of big brands abroad and so on, all of these are for the domestic market.

The brand has put forward higher requirements.

Under the double-layer attack of domestic and international, the domestic shoe industry brand is facing the survival crisis, and the industry's big shuffle is inevitable.

But where there is pressure, there will be momentum, pressure will change, and change will develop.

In the face of the changing and highly competitive market, how to layout and seek steady development and create a more comprehensive strength has become the biggest problem facing domestic brands. At this time, the famous domestic brand red dragonfly shoe industry is also at the crossroads of development.

Ability is still the most powerful means for shoe enterprises. Expanding the emerging market, enriching and refining product lines will make the development momentum more robust. For this reason, red dragonfly put forward the development path of "strong terminal, fine retail and wide layout", and achieve more comprehensive and comprehensive development through meticulous management measures.

According to the Euromonitor report, according to the statistics of retail sales in 2013, red dragonfly

The occupancy rate is 1.4%, ranking third in all leather shoes enterprises, second only to BELLE international and Daphne international.

Compared with the main brands such as BELLE, the development base of red dragonfly has been in the two or three line cities, and its brand culture attribute and store network coverage occupy the leading edge.

In the early stage of rapid development, the Red Dragonfly adopted a channel mode combining direct and franchising, effectively integrating its own and franchisee resources, and realizing the rapid expansion of business scale.

At present, the Red Dragonfly sales network covers all provinces, municipalities and autonomous regions, and occupies the leading market position in East China, Southern China and southwest. As of December 31, 2014, red dragonfly's marketing network terminals reached 4321, of which 502 were direct stores.

With the advent of the adjustment period of the footwear market, Red Dragonfly will pform the "expansion" mode into "deep tillage" mode, mainly to increase the proportion of high quality direct store stores, increase the large area and high quality comprehensive flagship store, select some small and low type franchise merchants, enhance the brand radiation intensity, increase sales input, and pull the red dragonfly to the comprehensive quality leather products manufacturer with high quality and cost-effective.

Men's shoes include leather goods and children's shoes.

In 2010, red dragonfly purchased children's products of red dragonfly and extended to children's products business. Its Red Dragonfly shoes and so on began to get good market sales. This is only the first step in the emerging market of Red Dragonfly layout. In the future, Red Dragonfly will continue to promote the single brand and multi category product pattern, and form a stronger capital that can withstand market turbulence and get out of the new step of steady development.

Under the new normal situation, under the changeable market situation, the Red Dragonfly single brand, multi category product layout just caters to the market development demand, this pattern has become the key to its success.