VOG advantages of Guangzhou weiouji footwear co., ltd

European women's shoes from Italy wearing high-quality DNA.

Vogel brand originated from the historic city of Verona, adhering to the design concept of European women's rigor, pursuit of individuality and fashion; Vogel brand products come from well-known European women's shoe designers. Each pair of Vogel brand women's shoes not only has European fashion elements, but also incorporates China culture. Inherent high-quality DNA makes vogel brand quickly known and recognized by consumers in China market, and continues to grow and develop.

Build the first brand of China Fashion Women's Shoes Theme Life Museum.

Since entering the China market, Vogel has been deeply influenced by the China market, and has become a representative brand of reserved, gentle, virtuous and elegant women in China through constant pursuit and innovation. Its brand personality and unique culture have formed a deep impression in the hearts of every consumer, and gradually become the brand pursued by many intellectual women. Therefore, Vogel brand women's shoes are recognized as the best choice to represent European and American personalities and show oriental charm. Vogue theme life house for women's shoes bears the unique culture of China and the expectations of hundreds of millions of people. A shoe giant, a national brand and a cultural aircraft carrier are rapidly being realized. ...

Market baptism, more than 100 mature shops tell all the way.

By the end of 20 12 and 12, vogel brand had more than 50 mature and profitable self-operated stores and counters, and 100 franchised stores and counters. From the birth of 1 store to the profit of 150 store, the wisdom and sweat of every "vogel" are all condensed; From the shop location to the terminal image building, from new products to human activities, it shows the professionalism and sincerity of "vogel people". In an instant, it was cloudy and sunny, stormy and calm, but "vogel people" always adhered to their ideals and beliefs and gradually walked out of a broad road in continuous progress ...

Strong research and development strength, accompanied by the brand continues to move forward.

Since vogel brand entered the China market, "vogel people" have been paying attention to product research and development, employing senior Italian designers, and successively setting up R&D centers in Chengdu, Guangzhou and Huizhou, and establishing advanced production bases. Every season, more than 2,000 new products are tested by the market, constantly bringing forth the old and bringing forth the new, which has also become a weapon for vogel brand to remain invincible in the China market for more than 20 years. In the future development, vogel will always adhere to its own strong research and development, and face the broad market in the future with more updated products.

With vertical and horizontal development, foundry enterprises have strong physique

At the end of 20 12, Vogel operation headquarters integrated resources, improved ideas, integrated marketing of women's shoes, handbags, ornaments and clothing accessories, and established a chain system of "Vogel Fashion Women's Shoes Theme Life Museum", aiming at building the first brand of China Fashion Women's Shoes Theme Life Museum and expanding rapidly in China market. In the future, Vogel women's wear and other products will also be Vogel products, and the brand width will continue to expand. In vogel Fashion Life Museum, customers will be able to choose many products that suit them. R&D, production, marketing, terminal, each link is the cause paid by "vogel people". The depth of the product has laid a good foundation for the development of vogel, and it is also the premise to highlight the tight encirclement in the future development.

Far-sighted, achieving a century-old national enterprise

Vogel is not synonymous with women's shoe brands or shoe enterprises. She is an enterprise carrier, an enterprise group and a synonym for a way of life. In 20 12, vogel operation headquarters integrated a series of resources such as product research and development, manufacturing, brand marketing and terminal sales, introduced advanced marketing management concepts, and deeply explored vogel brand. In the future, vogel will be involved in investment, commercial real estate, agricultural products, media, trade and other fields; At the same time, Vogel will also conduct a series of mergers and acquisitions to acquire international footwear giants, laying the foundation for Vogel's international development and shaping the international image of the brand. I. Management of the operational headquarters

VOG Fashion Operation Headquarters has introduced advanced marketing concepts and management experience, and established a marketing team with advanced ideas, advanced concepts and rich experience. At the same time, various departments of the headquarters held symposiums, from product development to market maintenance, from operation support to after-sales service, from product quality inspection to logistics distribution, and every link was constantly improved and optimized in the discussion and practice of relevant departments. Every dealer will receive warm greetings and excellent service from the operation headquarters.

Second, the production line management

20 12 In order to better adapt to the huge local market, the headquarters introduced advanced shoe-making equipment from Italy and Taiwan Province Province to update the shoe-making technology; At the same time, the headquarters hired senior management personnel to set up an excellent production line administrative team to strictly control all aspects such as raw material procurement, product production and factory inspection to ensure product quality.

Third, the marketing branch management

In order to better maintain the market, the headquarters will establish marketing branches in various places according to the market expansion. On the one hand, it can better develop and manage direct stores, and secondly, it can better serve dealers, feed back market information to the operation headquarters more quickly and directly, so that the headquarters can make timely adjustments, reduce waste of resources and optimize market strategies.

Fourth, terminal store management.

The headquarters has established excellent market supervision team and regional manager team. Marketing executives regularly visit dealer stores to guide and adjust store management; The regional manager is fully responsible for the related matters of the terminal direct stores under his jurisdiction, so as to improve the sales performance, build the terminal image and enhance the brand awareness. The market supervision team and the regional manager team will summarize and sort out the terminal information and convey improvement opinions and adjustment strategies to the terminal at any time; At the same time, we will provide professional training and guidance to the staff of terminal stores, and strive to build a sales team with fighting capacity and a sense of the times. Advertising marketing

With its shocking audio-visual performance, strong appeal and penetrating power, TV advertisements reach the eyes of every audience in the most direct and rapid way, and are the most powerful promoters to enhance brand image and increase brand added value. According to the present situation and long-term planning of the enterprise, vogel Operation Headquarters has carried out initial cooperation with David in long-term development and operation, and established the intention of later cooperation.

Magazine advertising has become the best choice for many enterprises to improve accessibility because of its accuracy and durability. In the early stage of development, vogel cooperated with some regional magazines every day, forming a certain influence. In the later stage of development, vogel Operation Center will make brand advertisements irregularly in magazines with high popularity, large circulation and wide audience, so as to enhance brand image and brand influence.

Outdoor advertising has the characteristics of persistence, all-weather and wide regional audience, and is the most effective propaganda means for many brands to improve their regional visibility and sales performance. According to the annual development target, vogel Operation Headquarters will give strong advertising support to some excellent dealers, and will give maximum support to dealers in the most direct and effective way to ensure their store sales.

With its low cost, high speed and flexibility, online advertising has become an ideal choice for many brands to promote and improve their popularity. Vogel Operation Headquarters has established friendly and cooperative relations with Baidu, sogou, Google and other websites, and is also negotiating with other large-scale online media at home and abroad to strive for more extensive, lasting and effective advertising, laying a good foundation for the future collectivization and internationalization of enterprises.

Entity marketing

The terminal is the direct link between the enterprise and the customer, and the information obtained by the customer from the terminal directly affects and controls the customer's purchase behavior. Vogel has more than 150 profit-making shops all over the country, and its powerful invisible propaganda force makes the new store quickly famous and profitable. The unified brand image, like all stores, has formed a profound image in the hearts of every consumer, greatly improving the appeal and appeal of the brand. High-quality, shaped terminal channels have formed vogel's unique advantages in stores.

People-oriented marketing

Culture is the highest form of service, with humanized management to coordinate the procedural operation, so that the service is more in place and the company is better; Culture is the ultimate driving force to improve service, and the real connotation of service is to realize the unity of material needs and spiritual needs. Vogel's profound corporate culture internalizes corporate services into habits and externalizes them into brands, forming an endless corporate culture and bringing endless wealth.

Service marketing

Enterprises provide customers with high-quality products and services, and the added value brought by services; What customers give to enterprises is trust, the payment behavior brought by trust and the profit pillar of enterprises. Vogel takes "high quality, convenience, standardization and sincerity" as its service policy and practice criterion, and puts the service policy into service practice to create a business atmosphere that satisfies customers.

Local marketing

According to local conditions, accurate positioning is the truth that every brand must follow. The test of brand in the market varies with the differences of region, climate and culture, and the adaptability of brand to regional market directly controls the development direction and expansion progress of the region. Vogel implements regional control in product development, product ordering, advertising and promotion. Brand has stronger vitality, freshness and adaptability in the region, which is the premise for vogel to achieve a win-win situation with its customers. Advertising support

Three-dimensional advertising penetration, three-level advertising support:

1. vogel Operation Headquarters takes major mainstream media as the propaganda media throughout the year and will cover major well-known TV stations, major online media and major well-known magazines. The main purpose of operating the headquarters is to improve brand awareness, expand market share, improve store sales performance, and carry out long-term uninterrupted advertising, so as to enhance brand added value faster and provide a solid foundation for the majority of dealers to create wealth.

2. According to the annual advertising plan, vogel Operation Headquarters will launch regional advertisements for some excellent dealers, and advertise outdoor billboards, walls and large light boxes in the main roads, central business districts and large residential quarters in the region; Carry out body advertisements and mobile phone media publicity on major bus lines to quickly form regional brand advantages.

3. According to the actual situation of terminal stores, vogel Operation Headquarters will provide numerous advertising screens for the stores, carry out theme publicity such as exterior walls and light boxes, and strive to establish regional landmark stores, improve consumers' awareness of brands and stores, and form a regional monopoly situation.

Terminal support

1.Vogel Operation Headquarters provides the SI system of "Vogel Fashion Women's Shoes Theme Life Museum", provides 3D renderings of each store of "Vogel Fashion Women's Shoes Theme Life Museum", guides dealers to design doors, ceilings, walls, floors and stairs, and establishes high-profile terminal stores.

2. According to the actual floor plan of the store, vogel Operation Headquarters will make one-to-one floor plan, 3D renderings, construction drawings and circuit diagrams to guide the terminal construction.

3. vogel Operation Headquarters provides decoration subsidies to customers according to the level of dealers' stores, and fully supports customers to establish terminals.

4. The vogel Operation Headquarters regularly conducts terminal mirror inspection, rectifies and upgrades the terminal stores that do not meet the requirements of the headquarters, and provides a complete upgrade plan; Guide the terminal to change seasonal posters and advertising light boxes on time to keep the image fresh.

Promotion support

1, Opening Promotion-vogel Operation Headquarters specially appoints personnel to guide the opening, tailor the opening promotion plan according to the regional and cultural differences, guide the implementation and complete the tracking.

2. Holiday promotion-During the large holidays throughout the year, the operation headquarters provides 1 to 3 sets of national unified promotion schemes for dealers to choose from; Dealers can provide relevant promotion intentions according to their own actual conditions, and the operation headquarters can design and improve its promotion plan free of charge and provide follow-up guidance.

3. Seasonal promotion-The operation headquarters provides seasonal promotion plans according to the seasonal changes and the replacement of new and old products. Dealers can choose the scheme according to the store sales plan and inventory structure, or provide the promotion intention, and the operation headquarters will design and improve its promotion scheme free of charge.

4. Celebration-The dealer celebrates the anniversary according to his own promotion plan and reports the promotion intention to the operation headquarters in advance. The operation headquarters will design and improve the promotion plan for dealers free of charge, and follow up and guide them.

Training support

Vogel has established a multi-level training system for dealers, and conducted comprehensive training for dealers, store managers and shop assistants:

1. Franchisee training: vogel Operation Headquarters regularly invites dealers to discuss meetings, so that dealers all over the country can exchange experiences and learn from each other and improve each other; The operation headquarters holds new product seminars every quarter to conduct in-depth research on product styles and popular elements to ensure that each pair of vogel women's shoes is more suitable for consumers, more in line with consumer needs and more suitable for the market; Vogel Operation Headquarters holds an annual marketing summit every year, where excellent distributors, industry elites and industry analysts will share their experiences. At the same time, the chairman of the group and the general manager of the operation headquarters will summarize the annual marketing work and make relevant plans for the next stage of enterprise development to guide the brand development direction.

2. Training of store managers and shop assistants: The training department of the operation headquarters regularly trains terminal shop assistants in store management process, product marketing, product knowledge, product display and promotion knowledge, so as to ensure that every employee can become a generalist of the store.

3. On-site training of supervision tour: vogel Operation Headquarters has established a professional supervision team to conduct nationwide store tour all the year round, personally guide store operations, and provide practical operation training for store managers and shop assistants, so as to find and solve problems in time and solve many worries for stores.

4. "Charming Terminal" provides reference from time to time: vogel Operation Headquarters has researched and published "Charming Terminal" according to the related difficult problems encountered in the operation of leather women's shoes stores, which provides reference for the store operation from all aspects.

After-sales support

Vogel Operation Headquarters has established a perfect after-sales service system to solve customers' worries.

1, strictly control all aspects of raw material procurement, production and product inspection, and strive to make every pair of shoes perfect. The operation headquarters has formulated relevant reward and punishment rules for each link, and the responsibility lies with people, completely solving the relevant requirements of dealers for products.

2. One-on-one guidance from professional customer service personnel, finding problems at any time, and solving problems at any time, so that dealers can get satisfactory answers in the first time.

3. vogel Operation Headquarters has established and improved the whole service process, realizing one-to-one service, allowing customers to find service personnel in the shortest time and effectively solving related problems raised by customers.

Logistical support

1, professional division of labor ensures efficiency; The logistics center of the operation headquarters is equipped with three departments, namely, order management, warehouse management and transportation and distribution management, to carry out division of labor and cooperation in all aspects of logistics and distribution to ensure the timely and accurate distribution of goods by dealers.

2. Various and quick ordering methods: The distributor can choose the ordering method according to his own actual situation, which can be ordered at the headquarters site or on the company's professional ordering website to confirm the order by email or fax.

3. Special area: According to different areas, the customer service specialists in each area are responsible for the goods in the dealerships under their jurisdiction, ensuring smooth information communication and business contact, feeding back market information to the logistics center in time and adjusting the product structure in time; At the same time, the product information will be transmitted to customers at the first time to ensure that new products are put on the shelves in time and the goods in the store are full. Reducing costs means increasing the profit of dealers. "VOG Fashion" (VOG FASHION) operation headquarters reduces costs from multiple links and increases the profit margin of dealers.

1, product

Products are the source of profit for dealers. In order to increase the profit of dealers, the operation headquarters of "VOG Fashion" starts with products and strictly controls production costs. "VOG Fashion" women's shoes are the main products of "VOG Fashion" women's shoes theme life museum, and also the pillar industries of brands and enterprises. In order to minimize the cost from product links, "VOG Fashion" operation headquarters has established hundreds of thousands of square meters of production bases in Chengdu, Guangzhou, Huizhou and other places to maximize the brand depth. Strictly control every link from raw material procurement to product production to terminal, truly realize integrated control, minimize product circulation links, reduce production costs, ensure products enter the terminal at a reasonable cost, and lay a solid foundation for good sales in the market. In the development of vogue, the advantage of batch cost has been gradually realized. By the end of 20 12, the annual output of the production line of "VOG Fashion" operation headquarters has exceeded 7 million pairs, and the product cost advantage is becoming more and more obvious, gradually leaving small trading enterprises relying solely on OEM production behind.

2. Price

Optimizing product pricing is an important issue that VOG Fashion Operation Headquarters has been striving to improve. In order to make the product price meet the market demand, the headquarters sent a market research team of nearly 150 to deeply understand the product pricing and put forward constructive suggestions. According to the feedback of market research, the headquarters revised and improved the pricing system to maximize the profit space of dealers, so that the "VOG Fashion" fashion women's shoes theme life museum rose rapidly like a bright star, which not only appeared in front of urban women, but also entered their hearts and changed their lives.

3. Channel

The operation headquarters of "VOG Fashion" strictly controls the terminal channels, and all dealers directly face the operation headquarters, reducing the intermediate circulation of goods. Each dealer is a factory store, truly realizing factory direct sales. At the same time, the "VOG Fashion" women's shoes theme life museum not only established a single channel, but also established the lifestyle of urban women, and also created a one-stop shopping hall for urban women. The formation of this channel is no longer comparable to the traditional single channel. The cost control and the maximum utilization of resources make the cost advantage of VOG fashion theme life museum for women's shoes almost unparalleled.

Step 4 promote

During large holidays throughout the year, the headquarters fully supports customers to promote sales at low prices. On major holidays, according to the market information and inventory structure, the headquarters will start the promotion funds in time, fully support the customer promotion with zero profit from the headquarters, and completely give up the profit space, so that dealers can seize the market at low cost and win consumers. At the same time, it allows dealers to gain more space in sales profits to balance long-term profits, thus easily coping with the challenge of competitive brands' reserve price.