The Representative Of Children'S Shoes In The Shoe Market: What Can Dole Learn?

In December 11, 2001, China formally became a member of the WTO.

Since then, China's market has opened and foreign-funded enterprises have been stationed. Chinese enterprises have begun competing and competing with pnational corporations.

So far, what kind of track has the foreign enterprises taken in the eleven years of China's interaction with Chinese enterprises? What have they learned from China and what can our enterprises learn from them?

Internationally renowned Italy children's brand - Naturino shoes.

The dole children's shoes are located in China's capital city of Beijing. The company is named Falck (Beijing) Trading Co., Ltd., Mr. Dong Yanlin, director of marketing operation of the company. He is responsible for the operation of the Dali children's shoes in the Chinese market, and is a very talkative Chinese man.

As the Nuggets boom in China's children's market has hit, many domestic children's brands have sprung up, and many foreign children's brands have joined this long and chaotic market war.

The dole children's shoes have been put into the Chinese market since 2002, and have gone through the process of going to shopping malls, acclimatization, establishing subsidiary companies to grow and develop. From the grinding to the rapid growth, Dole children's shoes have become the representatives of foreign brands in the Chinese children's market.

The music in the international market

The Chinese children's market in the current period contains unlimited business opportunities and challenges.

With the opening of the shop tide and the collapse tide, the children's market appears to be thriving and decaying.

As a foreign brand, so Dole children's shoes can stand out from it, what is the strength behind them?

That Dole children's shoes are Italy's Falck (FALC) Company for more than 30 years of children's brand.

As an international company, Falck takes Italy culture as the soul and focuses on excellence, style and innovation.

In 1974, Falck was founded in Marche, an important shoe manufacturing base in Italy.

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In the thirty years, Falck constantly researched and improved the shoemaking technology, and continued to research and develop the strength team and global partners to promote Falck to become the leader in the world shoe industry.

As a result, the dole children's shoes bestowed by Falck are deep Italy culture and help them expand in the world.

The dole children's shoes are very large in scale and spread all over the world. They have 5000 sales outlets and more than 50 stores, such as Paris, Milan and Italy.

In the international children's brand ranking, that Dole children's shoes are at the front line.

Its products are healthy, comfortable, environmentally friendly and fashionable. It has been loved by many star parents all over the world and has done priceless advertising for the dole brand.

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Compared with the newly rising brand of children in China, DAL has the strong backing of Falck to open up the strong power of the Chinese market, and also provides the most authentic collision and communication for Italy culture and Chinese culture.

The dole that goes to China

Although the dole children's shoes have a reputation in the world, China's national conditions are quite different from those of other countries, which leads to differences in business behavior.

In 2002, the dole children's shoes, which first entered the Chinese market, directly introduced products, marketing methods and business models that they sell in other markets around the world. But after entering the market, they found that the Chinese market was more complicated than they imagined, making it difficult to use their original knowledge base in operation of China's business, and also difficult to introduce their best practices in global operation to China, so that the sales situation was not optimistic.

By 2005, the children's shoes recognized that the strategy in China needs to be globally adjusted to integrate into China's manufacturing, marketing, sales, innovation, new business model training and talent improvement system.

So Dole children's shoes need a local team adapting to sinicization and managers who understand China's national conditions. They have chosen to cooperate with Dong Yan Lin and formally set up a subsidiary company, Falck (Beijing) Trading Co., Ltd.

With the complementarity of these advantages, the dole children's shoes have grown rapidly in China. So far, they have occupied 80% kinds of shopping malls in domestic first-class cities, and have more than 50 counters, such as Beijing, Hangzhou, Shanghai, Nanjing, Qingdao and so on.

Team culture

In terms of team composition, Dong Yanlin introduced to us that Falck (Beijing) Trading Co., Ltd. is a branch of Italy Falck company, and the integration of Chinese and Western cultures is inevitable.

In addition, the company conducts activities every year to promote friendly communication and communication between Chinese and foreign staff so as to achieve the best efficiency.

Company nature

From director Dong Yanlin's remarks, Xiaobian understands that the subsidiary established in China is not the general agent of that Dole children's shoes, but the Sales Office of the Italy head office in the Chinese region. The dole children's shoes sold in China, from design to production, are decided by the team of Italy head office and directly sent to the subsidiary company.

In operation, Chinese companies have been using direct operation mode.

This direct camp mode is undoubtedly the most favorable for the initial growth of that Dole in China's children's market.

In the initial entry into the Chinese market, the battalion can effectively manage the shops and lay a good foundation for the brand. Publicity and unity will enable the brand to spread quickly and effectively.

However, under the rapid growth of the brand, the direct camp can not meet the expansion needs of the dole children's shoes. Joining and acting is also the development choice of that dole.

The present Dole children's shoes have 90% direct outlets in China and 10% of the franchised stores and agencies. The continuous expansion of quality is the development goal of that dole.

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Terminal management

Dong Yanlin attaches great importance to terminal management and personnel quality.

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On the Chinese market, the manager responsibility system was adopted.

Taking the store manager as the terminal, it can not only adjust measures to local conditions, but also mobilize the enthusiasm of the store manager. At the same time, the store manager can also help the communication and coordination between the company and the shopping malls, so as to achieve the best cooperation effect.

The manager responsibility system is the most popular system in the current market, and has a very good effect.

personnel training

When visiting the shopping mall, Xiaobian went to consult several Dole counters about the children's shoes, and they could answer them one by one. They were very familiar with and familiar with the brand. At the same time, most of them were mothers with children, who knew the children's situation very well and liked their children very much.

For these terminal personnel, Dong Yanlin also shared with me the company's requirements and training for them.

The first condition for choosing employees is to have children's love. If a child is born, the mother will give priority to it.

For these people, that Dole will also conduct full staff training in January and August each year.

Aiming at the new and old personnel, Falck company promotes personnel in four aspects: 1.

Cognition 2. Selling skills 3. Service concept 4. After-sale service.

Through the improvement of knowledge in these four aspects, the dole children's shoes are understood and introduced in real sense, providing the most suitable help for more children with needs.

The music that grew up in China

The price of that Dole children's shoes is not cheap for the Chinese people at this stage.

That Dole children's shoes are only aimed at high-end consumer groups, those middle and low end can not adapt to and meet, but occupied part of the children's market.

Among them, there should be a great difference between the foreign value and the domestic market. Dong Yanlin director also deciphered the value for us: the dole children's shoes use the natural environmental protection materials imported from the world, introduce the first-class production equipment, and train the designers of the international high quality industry. Although the price is quite high, with the Chinese society's emphasis on the healthy growth of children, many capable parents will choose high-quality children's shoes for their children. This is also one of the reasons why the dole children's shoes can successfully open up the high-end market for Chinese children.

Beach effect analysis Sand Effect

"Beach effect" is the most prominent concept of the Dudu children's shoes.

The dole children's shoes, which are suitable for this idea, occupy up to 35% of the proportion.

In addition to the beach effect, Dong Yanlin also introduced other series of Dole children's shoes for us.

In terms of age, DAL is divided into children, children, children and teenagers. According to the movement characteristics of children in each age group, each child's shoes are designed according to the distinction between men and women.

Such as children's children's shoes, the design team will take into account the child's mobility, for children's shoes before the design of Baotou, better protect children's toes healthy growth.

At the same time, with the strong functionality, that Dole also painstakingly painstakingly.

In Italy, the children's shoes have their own special design team. They pursue international fashion color and edition every year, and design and develop according to the characteristics of that Dole shoes.

In China, Falck Beijing company will also train designers to pay attention to foreign information while paying attention to Chinese market.

It is provided to the head office to integrate elements design products.