AOKANG, A Shoe Maker, Pushes New Products To Break The Industry Tradition In The Eight Quarter Of A Year.
In 2009, AOKANG, the leading brand of China's leather shoes, launched its "more than 3000 stores in China".
Fruit marketing
"Strategy, that is, like selling fruit, it launches new models in eight seasons a year, and every month and a half has new products. It breaks the traditional practice of the shoe industry in the four seasons.
As a direct consumer oriented and fashion oriented footwear product, quickly capturing the changing needs of consumers is the key to AOKANG's success in the market.
AOKANG has found that with the growth of China's economy and the increasing consumption ability of consumers, footwear products have moved from durable goods to semi fast consumer goods or fast moving consumer goods.
Some female customers may buy several pairs of new shoes in one quarter, and leather shoes have become the elements of clothing matching.
After being keenly aware of the changes in customers' needs, AOKANG decided to target customers with 25 to 40 years of age, better economic conditions and more advanced thinking.
Fruit marketing
Strategy.
The design department is constantly pushing the new company, and the company's order will be changed from four times a year to eight times a year.
As the replacement speed of new products speeds up and brings pressure to the logistics system, the company then recommends that retailers order less batch and batch, relieving their own logistics pressure and ensuring that sellers' inventory can be kept at a reasonable level.
This marketing innovation makes
AOKANG
The performance of single stores in more than 3000 stores across the country has been improved to varying degrees, and the performance of the southern regional cities has been notably enhanced.
With this innovation, the overall sales of AOKANG leather shoes increased by 20% in 2009.
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