Shoe Companies Launch "Fruit Marketing" To Break The Traditional Marketing Strategy.
July 24th, 2009, China's leading brand of leather shoes.
AOKANG
It has launched "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 found that with China's economic growth and
Consumer
With the increase of consumption ability, 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 taking the change of customer's needs sensitively, AOKANG decided to implement the strategy of "fruit marketing" with 25 to 40 years old, better economic conditions and more advanced customers.
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 one
Marketing
Innovation has enabled AOKANG's more than 3000 stores across the country to enhance their single store performance to varying degrees, especially in southern cities.
With this innovation, the overall sales of AOKANG leather shoes increased by 20% in 2009.
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