Fugui Bird's New Fall Order for 2012: Commodity Segmentation Strategies to Cope with Economic Winter

On March 28th, 2012, Fortune Bird “Juliou•Qifei” new product ordering meeting in the fall of 2012 was held at Shishi Philharmonic Hotel. Distributors and agents from all over the country came together to celebrate the event. Different from the previous ordering meeting, this time when the ordering meeting was held, it was in a period of national economic downturn and severe market environment. Many companies were caught in the dark of the economic winter. At the site of the New Bird Ordering Conference, the honored guests took a look at the 2011 sales of the Fortune Bird in the country and held a grand 2011 Distributor Award Ceremony; and actively responded to the relationship between the wealthy bird forest peace chairman and the economic winter 2012 Strategic deployment.

Commodity segmentation market, to achieve branding It is understood that, as more and more foreign brands enter the Chinese market, and major brands have launched a sub-brand strategy, rich birds face a single-brand alone situation. In order to maintain its competitive advantage, Fortune Bird will carry out product planning and management on the basis of maintaining product style. Through the product mix and product design, brand positioning becomes more clear.

Fortune Bird 2012 Autumn New Product Order Meeting Catwalk Show

In the new product catwalk show, the new collection of rich bird women's shoes includes the Wizard of Oz series, simple fashion series, gorgeous evening wear series; Fugui bird men's shoes include leisure series, business casual series, dress series. “Fugui Bird's new products in the fall of 2012 are divided into A-line products and B-line products.” Tong Jinlong, deputy general manager of Fugui Bird Marketing explained: A-line products are mainly targeted at mainstream shopping malls in first- and second-tier cities. The products are designed for fashion trends and are in line with the market for product fashion. And brand influence requirements. Line B products mainly focus on the third and fourth-tier cities, and the prices of the products are moderate, taking into account the loyal consumers of the rich birds.

Re-channel management, incentives for terminal sales In the context of the market environment is not optimistic, the labor costs and raw material costs in the shoe and clothing market have increased, and brand profit space has shrunk. In this regard, the rich bird chairman Lin Heping said that in the next three years, Fortune Bird Group will make in-depth adjustments to the various systems of the Group headquarters. The first is to build the image of the rich bird high-end clothing brand, while sinking the original traditional sales channels, and strive to differentiate the rich bird terminal sales channels. At the same time, Fortune Bird will continue to increase the development of the fashionable young market and wedding suit market, enrich the brand product categories, meet the different needs of consumers, and then promote terminal sales.

Fugui Bird's Top Ten Sales Force Shop Awards Ceremony

In the fall of 2012, the annual outstanding dealer awards and the top 10 national sales force appraisal activities greatly stimulated the enthusiasm of offline terminal stores for sales. Chen Jianqi, a Zhengzhou dealer who won the "Best Reputation Award," stated that terminal sales performance requires the efforts of front-line sales personnel, and it is also inseparable from the group headquarters's macro control of channel construction.
It is understood that this rich bird from the single-store performance, personal sales performance and other aspects of the "single-store performance improvement award", "marketplace ranking progress award", "top ten sales star award", "top ten sales force top store award "And other seven awards. Forest and flat language, channel is king, only laying good channels can improve the brand's overall competitiveness