" ABC "Brand" was formally established in Taiwan in the 80s of last century, and entered the mainland in 90 years. In a short span of several years, the brand quickly became a new consumer of large and medium-sized cities in China. After entering the new era, the company has keen insight into the market and invested heavily in the establishment of production bases in Wenzhou and Jinjiang. It has maintained the rapid development of 100-200% every year, creating a new chapter in the development of Chinese children's brands.

Eat crabs with courage and skill

2009, at the beginning of the Spring Festival, Taiwan ABC brand Fujian direct branch company was established. This marks the ABC brand operation in Taiwan has entered a new track, opened a new chapter in the history of Taiwan ABC brand development.

Taiwan ABC Fujian direct branch company's investment and construction, flat channel access, reduce the cost of goods, greatly enhance the ABC brand Competitive advantage. Whether this will lead to a new round of industry competition or a new mode of operation of children's products industry? We have no idea! But it is unquestionable that it will cause the whole children's products industry to shake.

Here, Luo director general said: "in Adult footwear industry There are precedents, and in the direct battalion mode, a good market reaction has been achieved. Not every industry or brand is suitable for direct line operation. This is also the reason why a large number of direct brands are few. However, the operation cost of children's products industry is more than the bottom, which is more suitable for its direct operation. After more than 10 years of precipitation, Taiwan ABC has become a well-known brand enterprise with strong assets and annual growth rate of 100-200%. Based on years of market information feedback and skilled market manipulation, it is determined to open up Fujian regional direct structure. The construction of regional direct battalion system has been a distillation for many years, and it can also be said that the inevitable result of brand and market running into a certain stage. We have courage and skill to eat crab. Next, ABC will focus on the role of "template" and "springboard" in regional direct marketing. I believe ABC will be able to taste the delicious crab very well.

Play the role of "template" to enhance the quality of regional operations

We know that many brands have independent brand image exhibition hall, which can reflect the image of terminal store very well, so as to guide dealers to build terminal stores. However, this is only the guidance for terminal store construction, but there are few specific templates for the control of the regional market. Therefore, regional agents, as regional managers, must have sufficient experience in market operation management. However, some agents, because of the lack of thinking and the development of the market, have caused serious problems in the development of the area.

Nowadays, the market changes frequently, and the regional management operations carried out by agents are required to be more flexible and refined. The relationship between agents and enterprises is also undergoing sharp changes. With the development of the market to a higher level, the business of agents is facing more and more challenges. Enterprises must let the agents have the best choice.

"The rapid development of ABC is largely due to the rational regional planning of ABC and the scientific management guidance for large markets," Luo said. At the same time, throughout the development of children's footwear industry, we are more aware of the importance of benign regional management for brand development. Based on this, we decided to open the template of regional operation and management, so as to provide long-term learning and reference for ABC agents. This is a typical way to "point to the surface". We should give full play to the role of regional direct marketing, further enhance the operation and management level of regional agents, and guide the construction of a unified brand culture to create a harmonious environment for brand development.

Play the role of "springboard" to brand children's charm

The financial turmoil has left many brands out of the crowded market arena, and left a lot of room for growth to other survivors. But now many brands are faced with a common problem: how to allocate more space?

Chief executive Luo said: "with the joint efforts of ABC people, ABC brand has maintained a high speed development trend, has a high reputation, and has a significant leading edge in the market competition. But in order to make ABC develop faster, faster and further, we must strive for other forces in addition to continuing to focus on product research and development, quality supervision and brand building. Only in this way can we deeply ingrate the influence of ABC in the minds of consumers. In the face of current consumer concerns about product prices, ABC's channel flattening strategy caters to the needs of consumers, breaking the recent weak market situation and making consumers free of choice. In the market competition, ABC will reach an unprecedented height, seize more resources and speed up again.

Chief executive Luo: "this is a springboard. By this way, ABC will show the unique charm of children's brand more comprehensively. While helping brands get rid of the financial turmoil and brand image, it will further pull away from competitors. We will dispatch professional marketing managers from headquarters to build a system of regional direct management center, relying on the extensive influence of ABC, and taking the shopping mall counters, special offices and exclusive stores as the starting point, we will launch a new strategy for ABC, with a preliminary plan, with a sales volume of 09 in 10 million years.

It is understood that in order to cooperate with the construction of direct branch company, Taiwan ABC integrated brand culture resources and established the brand management concept of "love and create unlimited possibilities". The structural adjustment of channel hardware and the marketing and lubrication of brand culture, we believe that Taiwan ABC will be able to brave the wind and waves and create a brilliant future.