In the circulation chain of modern footwear industry, there is a link which is crucial to link up with manufacturers, which is shoe wholesalers.

For most shoe manufacturers, wholesalers do well in their work, and they are all alive. Wholesalers do not work properly, but the circulation is not smooth.

With the pformation of China's economic form from planned economy to market economy, the wholesale market environment of footwear industry has undergone tremendous changes: from seller's market to buyer's market, from wholesale to brand operation, from husband and wife stall to corporatization.

Only the shoe wholesalers are constantly changing their ideas, improving methods and keeping pace with the times, so that they can be invincible in the fierce business war.

Historical review: the group of wholesalers in China's footwear industry was born in the early stage of pition from planned economy to market economy. Some people with strong market awareness, wide information channels, and many social connections became the first to go to sea to eat crabs.

The power of example is endless. As the relatives and neighbors' pockets continue to gain weight, more people join the shoe wholesaler industry.

Generally speaking, the development track of wholesalers in China's shoes industry has gone through the following stages: first, "the age of profiteers" (roughly before 1990): the market environment is basically a seller's market, and the market supply is scarce. Manufacturers (most of them are state-owned enterprises) are still in the status of "the emperor's daughter is not worried about getting married". Wholesalers of shoes industry, depending on their relationship network, invite guests, send gifts, get the goods they want, and make money by changing hands. Many wholesalers have accumulated a certain amount of funds, experience and sales network at this stage.

Two, "business age" (roughly from 1990 to 1995): after the reform and opening up, private capital and foreign capital accelerated to enter the footwear industry, easing the market supply and demand relationship.

Through the previous stage of development, shoe wholesalers have gradually become a bridge for communication providers. However, the guerrilla like management method can no longer meet the needs of development, so wholesale shops are inevitable.

Because the market environment is still relatively favorable, the shoe wholesalers' life is still moist, and the way of operation is basically staying indoors.

Three, "business era" (roughly from 1995 to 2000): with the gradual balance of market supply and demand, more and more shoe wholesalers feel that business is not as good as before. Passive passive waiting is not as good as taking the initiative to attack, so some conscious wholesalers began to take the initiative to run the market, promote sales, and hired a special salesman.

Fundamentally speaking, this is a profound change in the way of operation caused by supply and demand.

Four, "brand age" (from 2000 to the present): with the gradual saturation of market supply, a number of shoe enterprises began to seek a tight encirclement, especially the shoe industry in Wenzhou and Quanzhou.

Fundamentally speaking, the competition of footwear industry is determined by the relationship between supply and demand.

Due to the low entry threshold of the footwear industry, a large amount of capital has entered the industry and increased competition among peers.

At present, the competition characteristics of footwear industry are as follows: first, the surge of competitive enterprises and the serious saturation of the market: how many shoe factories and how many shoe stores are there in China?

I am afraid the experts from the National Bureau of statistics are all having a headache.

The industry also has a joke that if the shoe factories in China are shut down for two years, it is estimated that the Chinese will not worry about wearing shoes.

There are many shoe enterprises and saturation of the market.

Two, the brand consciousness is increasing day by day: if you walk on the street at random, the brand of the consumer's hand seems to be familiar, but it's not on TV or in the magazine.

It is an indisputable fact that consumers love famous brands.

As for the charm of famous brands, Shoes Wholesalers also have deep feelings. Choosing a brand is like choosing a wife. It's easier to make a living. There's always an invisible hand behind you to help you.

Three, the flattening of the channel is irreversible, and the wholesalers' status is marginalized: in the old circulation system, the drawbacks of various links and long access channels are being corrected, and the trend of the shoe industry's circulation channel flat is irreversible.

Some strong shoe enterprises have begun to build provincial branches themselves, or even self retailing.

In the field of product marketing, the ideas of manufacturers gradually become clear and play a leading role, and the status of shoe wholesalers is becoming increasingly marginalized.

Four, large retail terminals are constantly emerging, squeezing the survival space of shoe wholesalers: under the background of China's accession to the WTO, foreign capital retail giants are taking the bull by the nose and making a lot of fun, and there are a number of domestic retail enterprises, especially department stores, which have made great progress through standardized management and capital listing. In addition, large scale private shoe retail terminals are emerging at all levels of the market.

The emergence of these large retail terminals, to a large extent, hampered the wholesalers of footwear industry, enhanced the strength of the game between retailers and wholesalers, and squeezed the survival space of shoe wholesalers.

Five. Improving the level of management has become a top priority: objectively speaking, the development of wholesalers in China's footwear industry is uneven at the present stage. A group of wholesalers with mentality and consciousness are rapidly becoming bigger and stronger, and become a force that the market can not underestimate.

But most shoe wholesalers are still at a low level of development. They are not aware of new ideas, unclear ideas, poor funds and poor management, which have greatly hindered their growth and development.

In the face of fierce market competition, most shoe wholesalers feel indifferent. If this situation is not improved, many wholesalers will face the danger of going out. I believe that in the final analysis, we must adapt ourselves to the tide of the times and change our contingency.

一、轉(zhuǎn)變觀念： “觀念決定行為，行為導(dǎo)致結(jié)果”，在鞋業(yè)批發(fā)商轉(zhuǎn)軌的過程中，觀念的轉(zhuǎn)變至關(guān)重要，現(xiàn)階段鞋業(yè)批發(fā)商普遍存在以下思想誤區(qū)，必須加以轉(zhuǎn)變和改善： 1、批發(fā)情結(jié)：多數(shù)批發(fā)商持有懷舊情結(jié)，向往以前“一手交錢，一手交貨”的黃金歲月，對鋪貨、信用支持等例行做法患得患失、畏手畏腳； 2、短期行為：多數(shù)代理商以為品牌是工廠的，品牌推廣是工廠的事，與己無關(guān)，“事不關(guān)己，高高掛起”，自己只忙著賺現(xiàn)錢、賺快錢，缺乏長期計劃； 3、信用危機：部分批發(fā)商誠信經(jīng)營意識不夠，只顧眼前利益，招商夸大事實，口惠而實不至，容易挫傷經(jīng)銷商積極性，引發(fā)經(jīng)銷商的信用危機； 4、制度匱乏：現(xiàn)在的鞋業(yè)批發(fā)商多是私人老板，內(nèi)部普遍缺乏管理制度，主要靠親情、感情和不成文的行規(guī)來維系；對外缺乏成套規(guī)范

In the policy system, the boss's verbal commitment is prevalent.

5, cronyism: many private bosses rely on relatives and friends to manage and manage businesses. They do not trust or reuse foreign employees, but do not retain talents.

二、加強學(xué)習(xí)： 綜合來看，中國現(xiàn)階段鞋業(yè)批發(fā)商的文化層次普遍偏低，對現(xiàn)代市場營銷和企業(yè)管理知識了解較少，必須加強學(xué)習(xí)、抓緊補課，學(xué)習(xí)的途徑可以通過： 1、 讀書看報、看電視：中國大多數(shù)老板不看大部頭的經(jīng)營管理著作，而是從看報、看雜志、看電視中啟發(fā)學(xué)習(xí)經(jīng)營管理的，這種“知識快餐”雖不夠系統(tǒng)，但卻新鮮實用； 2、參加現(xiàn)代經(jīng)營管理速成培訓(xùn)班：現(xiàn)在許多高校和培訓(xùn)機構(gòu)開辦的“經(jīng)理（總裁）培訓(xùn)班”，盡管收費不菲，收獲卻也不小，建議有條件的鞋業(yè)批發(fā)商積極參加； 3、聘請咨詢顧問公司：聘請專業(yè)的咨詢顧問公司，為自己的經(jīng)營管理把把脈、問問診，還能為自己的公司量身定做一些培訓(xùn)課程，讓旗下的經(jīng)銷商參與進(jìn)來并因此改變，這是優(yōu)化經(jīng)銷商隊伍的較好選擇。

Three, absorb talents: in the continuous enhancement of the strength of shoe dealers, and the continuous expansion of scale, we must pay attention to attracting talents, appoint talents and establish a humanistic concept, which is the long-term development of shoe wholesalers.

After the curtain of the era of brand competition in the footwear industry, there are four competing markets. However, through the heavy smoke, we can still see the new trend of shoe market competition.

一、鞋市競爭的信息化趨勢： 計算機技術(shù)突飛猛進(jìn)，信息化技術(shù)與日俱新，必將帶來鞋業(yè)批發(fā)商經(jīng)營管理的煥然一新：遠(yuǎn)程控制，網(wǎng)上訂發(fā)貨，電腦化管理已經(jīng)成為可能并已付諸實施； 二、鞋市競爭的品牌化趨勢： 在未來市場上，品牌這只“無形的手”力量會越發(fā)強大，品牌將成為批發(fā)商競爭的利器，鞋業(yè)經(jīng)營者和消費者的品牌意識將空前提高，品牌經(jīng)營是鞋業(yè)批發(fā)商發(fā)展的唯一途徑； 三、鞋市競爭的扁平化趨勢： 鞋業(yè)批發(fā)商必須在較短的時間完成資金積累，并適應(yīng)通路扁平化趨勢，逐漸著手自營零售，尤其是重點零售市場的自營工作，完成由批發(fā)商向大型零售商的轉(zhuǎn)型； 四、 鞋市競爭的靈敏化趨勢： 鞋業(yè)批發(fā)商為滿足與日俱新的市場需求，必須不斷完善物流流程，縮短供貨周期，加強備貨、補貨技巧，提高自身市場反映的靈

Sensitivity.

Five, the fine trend of competition in shoe Market: the management level of wholesalers in the footwear industry will go to a higher level in general, and the management mode will change from extensive to meticulous. This is the inevitable requirement of the development of the times.

In the process of pformation, shoe wholesalers should pay attention to create a good external environment for themselves, including the relationship with factories, the relationship with local industry authorities, the relationship with competitors, the relationship with financial sectors, and so on. At the same time, the process of pformation is gradual.

I believe that as long as the shoe wholesalers comply with the times, change their concepts and enhance their skills, they will be able to smoothly pition and complete the evolution from hyenas to lions.