Introduction
Distributors may seem like “ordinary” roles in the industry, but they are vital partners for companies. It is through their silent dedication that enterprises and brands can achieve some success and market recognition.
The “Futufoot Distributor Series Stories” aims to engage with the outstanding distributors of Futufoot elderly shoes, review their entrepreneurial stories, share sales techniques, and explore great business opportunities together.
In these stories, there may be some secrets of success, touching narratives, or discussions about the pitfalls they encountered. It is hoped that these stories will inspire and provoke deeper thoughts.
Character Profile
Fan Qin, hailing from Suining, Sichuan, is the distributor of Futufoot elderly shoes in Chongqing. She currently manages 7 stores, including Chenjiawan Store, Three Gorges Square Store, Fengtian Road Store, Wuling Road Store, Shuimutiandi Store, Renyue Tianjie Store, and Chayuan Yonghui Store, covering areas like Yubei District, Shapingba District, and Jiulongpo District.
At the young age, the staff affectionately called her “Qin Qin.” Before venturing into the elderly shoe industry, she sold socks and slippers under the name “Half a Dozen Socks.” Futufoot elderly shoes happened to be located opposite her store, and she had been observing the brand, noticing the high demand for elderly shoes. Seizing the opportunity when Futufoot shifted from direct sales to franchising, Qin Qin recognized the potential in the elderly shoe industry. In May 2021, she decisively took over the street-side store in Chenjiawan, unwilling to miss out on the chance for rapid expansion. That year, she opened four more stores, capitalizing on the momentum.
Qin Qin candidly admitted that she was clueless when she transitioned from selling socks to selling shoes, unsure of how to manage the new venture. She opted for a straightforward approach by learning from her seniors. She selected staff who were experienced and highly skilled professionals from Futufoot, ensuring a smooth transition. By adopting a “learn from the experienced” approach, she taught new staff members sales techniques while allowing herself time to adapt.
Currently, Qin Qin’s seven stores are thriving, with each store staffed by two employees. She oversees operations from the headquarters, adjusting inventory and marketing strategies based on real-time data. With such a substantial business volume, sales performance hinges on product movement and reputation. Qin Qin employs various strategies to keep products moving and enhance brand reputation.
She excels at allocating and mobilizing products effectively, with a knack for inventory management.
Ordering more means selling more
In Qin Qin’s view, continuously improving cash flow is crucial. She is not afraid to place large orders or to take the risk of having excess inventory. Her Futufoot stores have a scale advantage, allowing her to receive reasonable allocations with each order and even expand into new stores.
(一) Ordering more leads to more sales.
Qin Qin believes that continuously increasing cash flow is crucial. She is not afraid to place large orders or risk having excess inventory. With the scale advantage of her Futufoot stores, each order can be reasonably allocated and even lead to the expansion of new stores.
For example, when it comes to popular shoes like “Dad’s Shoes” and “Mom’s Shoes,” Qin Qin mentioned, “I ordered about 3000 pairs of these two styles last year. I don’t mind ordering in bulk for these group-buy styles because they sell quickly.”
Upon receiving new stock, she promptly notifies all stores in the group, plans inventory consumption strategies, breaks down monthly targets into weekly goals, further details daily sales targets for “Dad’s Shoes” and “Mom’s Shoes,” assigns tasks to each store, and requires staff to report daily sales data for analysis. According to Qin Qin, this has created a competitive mechanism among the stores, driving staff motivation and boosting performance. In March of this year, her stores sold out all “Mom’s Shoes” and had only a few pairs left of “Dad’s Shoes.”
(二) Continuous Optimization and Flexible Adjustment of Inventory to Drive Sales
Having products arrive at the stores and displayed on the shelves does not mean the job is done. Qin Qin optimizes inventory based on store locations, product categories, and customer consumption habits. Discussing the advantages of her Chenjiawan store, she mentioned, “This street-side store spans 69 square meters in total. Due to its fast sales pace, I utilized 39 square meters as a warehouse to accommodate larger inventory levels.”
At the Wuling Road store, clothing sales have been particularly outstanding, with a primary customer base of people in their fifties and sixties. This spacious store, covering nearly 50 square meters, is strategically located at the corner near the supermarket exit. With two models showcasing trendy products, it attracts customers with vivid displays. Elderly shoppers leaving the supermarket often stop by after seeing the clothes on the models. Reflecting on August of last year, Qin Qin recalled, “I ordered 1000 pieces of ice silk summer shirts and five to six hundred thin mint “Mom’s” shirts. We sold around twenty to thirty pieces a day, generating monthly sales of seventy to eighty thousand. Clothing sales can contribute to 30% to 40% of the store’s total performance.”
This summer, Qin Qin introduced a new line of quick-drying ice silk shirts and encouraged staff to try “bundle sales” by selling clothes and shoes together. Providing customers with suggestions for complete outfits has led to unexpected surprises.
The Shuimu Tiandi store also has its distinct characteristics, attracting a younger crowd who often buy items for their elders. If older shoe styles are not selling well, Qin Qin adjusts by stocking more of the new styles and selling the older ones primarily at the street-side store. She emphasized, “Each store caters to different demographics, so I adjust the products accordingly to meet diverse needs.”
Qin Qin is very confident in her product allocation. If a particular product sells out at a store, she immediately coordinates transfers within the group. When asked why she chooses to order such a large quantity of goods, Qin Qin believes, “Having goods gives us confidence. If we don’t have goods, what will the staff sell?”
With Chongqing’s consistently high temperatures throughout the year and less distinct seasonal changes, Qin Qin sees potential in selling spring shoes continuously. Additionally, given the frequent rainfall in Chongqing, water-resistant travel shoes are also popular. Qin Qin is never hesitant to place orders; last year, she ordered around 700,000 units, catering to both elderly customers and younger individuals buying gifts for their elders.
Fine-tuning management to enhance quality and efficiency, Qin Qin follows the company’s pace closely and ensures her staff comply with directives.
(一) Choosing the right people to reduce worries
With multiple stores to manage, Qin Qin cannot personally visit each one. She mainly communicates and manages through WeChat groups. However, she understands the importance of industry knowledge, understanding her staff, and knowing the target audience for Futufoot. Despite being a young boss, Qin Qin has her own way of managing multiple stores, striving to build a cohesive and efficient sales team.
“I set monthly targets and require staff to report daily sales. For holidays and special events, I set specific goals for each store, with all staff participating. There are bonuses for big orders, which boosts staff motivation.”
Qin Qin is very confident in her product allocation. If a particular product sells out at a store, she immediately coordinates transfers within the group. When asked why she chooses to order such a large quantity of goods, Qin Qin believes, “Having goods gives us confidence. If we don’t have goods, what will the staff sell?”
With Chongqing’s consistently high temperatures throughout the year and less distinct seasonal changes, Qin Qin sees potential in selling spring shoes continuously. Additionally, given the frequent rainfall in Chongqing, water-resistant travel shoes are also popular. Qin Qin is never hesitant to place orders; last year, she ordered around 700,000 units, catering to both elderly customers and younger individuals buying gifts for their elders.
Fine-tuning management to enhance quality and efficiency, Qin Qin follows the company’s pace closely and ensures her staff comply with directives.
(一) Choosing the right people to reduce worries
With multiple stores to manage, Qin Qin cannot personally visit each one. She mainly communicates and manages through WeChat groups. However, she understands the importance of industry knowledge, understanding her staff, and knowing the target audience for Futufoot. Despite being a young boss, Qin Qin has her own way of managing multiple stores, striving to build a cohesive and efficient sales team.
“I set monthly targets and require staff to report daily sales. For holidays and special events, I set specific goals for each store, with all staff participating. There are bonuses for big orders, which boosts staff motivation.”
During Father’s Day promotions, apart from the company’s offers, Qin Qin introduced some special rewards for each store and different products. She had ordered over two thousand pairs of a particular travel shoe before and felt the pressure of excess inventory, making clearance a top priority. As the holiday approached, Qin Qin added an extra incentive for her staff on top of the company’s “buy two pairs, get 100 RMB off” promotion. She promised a 10 RMB bonus for every pair of the travel shoes sold. With targeted recommendations from the staff, they managed to sell 6 to 10 pairs of these shoes daily during the promotion period, benefiting both in terms of product sales and personal rewards.
After years of experience, Qin Qin has observed the increasing speed of changes in the business environment. She believes that success in the retail industry is not just luck or relying on external factors; it requires dedication and hard work. Every ounce of effort and every drop of sweat put in will yield positive results. Embracing change is crucial, as sticking to the status quo only leads to being left behind. Prepared for the transformations, Qin Qin continues to progress and adapt within the evolving landscape.
In Conclusion,
From humble beginnings to becoming the owner of seven stores, Qin Qin’s entrepreneurial journey may have taken different paths, but she has methods, goals, and a steadfast commitment to progress. With the deepening of the aging population and the significant potential of the silver economy, Futufoot stands confidently in the wind, boasts popular products, holds advantages in channels, and remains focused on business growth, steadily moving forward and surpassing expectations.
