"Thin body marketing, return of funds is the focus of our current marketing." Indian hearts Women's Shoes 2013 in the spring new product order meeting, Wei Mingxuan, general manager of Zhejiang Yin Xin bird Shoes Co., Ltd., Ji'nan branch, said in an interview with the author that in the era of cash being king, the market competition became more intense, and the integration channel for shoes sales was particularly important. The Ji'nan branch of Indo China bird is currently "streamlining the administration" and doing "thin body" campaign in the market.

Confucius's hometown Shandong is the source of Chinese culture, and its economic strength is one of the most developed provinces in the country. In 2011, the province achieved GDP of 4 trillion and 542 billion 920 million yuan, and after Guangdong and Jiangsu, Shandong entered the "4 trillion club". Under the support of the developed economy, the potential of Shandong footwear market is highlighted. With the vision of creating a world-class brand of women's shoes, Shandong's market with 47 million 345 thousand and 900 female consumer groups is of course "impressive" and regarded as a key market. Through years of operation, the brand of Indo bird has spread all over Shandong, and the marketing network has been formed.

Wei Mingxuan said that before 2011, the brand of Indo China bird was expanding rapidly in Shandong market. Every year, it has set a very high marketing target. In order to achieve this goal, we continuously pursue shop opening. More and more marketing outlets have been opened up, with different interest rates, some outlets have higher profit margins, and some stores have large inventory pressure and insufficient stamina. At the beginning of 2012, the company formulated a strategy of "steady progress". General manager Huang Gaowu asked the company marketing center to sort out the marketing channel so as to make it develop healthfully, and it was very right to open a self run shoe store when the profit was grasped. According to the company's overall strategy and deployment, Ji'nan branch's top priority for marketing in 2012 is to achieve "lean" in product inventory and achieve high profit in marketing outlets.

It is understood that the Indian heart bird Ji'nan branch is set up in Asia's largest comprehensive footwear business center - Qilu. Letao 。 Through the strong agglomeration effect of this comprehensive large shoe city, the marketing network radiates Ji'nan city and its surrounding areas, and the marketing outlets are crisscrossed. According to Wei Mingxuan, in order to "get rid of fat meat and go to battle lightly," the Ji'nan branch of Yin Xin bird first made a careful and intensive marketing, not blindly opening online stores, opening a company, making a profit; two, shutting down the loss sales outlets, weaning the outlets with inefficiency; three, unified purchase, refined goods and innovation, and reduced product inventories; four, due to slow mode in shopping malls, it chose to shrink in shopping malls; five, training the quality of marketing personnel, making scientific decisions, and returning funds to achieve a comprehensive improvement in marketing profits.

As the market is unstable, the cost of marketing operation is rising. footwear industry The market is weak, and the digestion of inventory has become an indispensable part of the shoe industry brand, and some businessmen have seen business opportunities. In the near future, some of the Northeast merchants found Wei Mingxuan, asked to collect the stock, and was rejected by Wei Mingxuan. Wei Mingxuan believed that even if "thin body marketing", we must ensure the healthy development of the market. The bad outlets must be stopped, but we should not be eager for quick success and instant benefits. Because intensive farming, integrated marketing and "downsizing" are all aimed at recreate a healthy, stable and sustainable Ji'nan sales market instead of killing the goose that lays the golden eggs.