Analysis Of The Current Situation Of China'S Casual Footwear Market

(1) the scale of the entire product in the current market.

The concept of leisure is becoming more and more important in our life. It shows people's free pursuit of life and pursuit of nature. Leisure market includes leisure life, spiritual leisure and fashionable leisure.

In recent years, the sudden enlargement of the leisure market and the industry linked to leisure have produced a number of leisure brands, among which clothing shoes and hats are represented; seven wolves, Saint Gu Luo Qi, the seven strong brands, and the hawk.

They regard leisure as the concept and pursuit of brand.

Leading the fashion forefront of casual wear.

At the same time, it also occupied most of the market share of casual wear in the market.

The result of casual wear has made people drool. In contrast, suit brands are also quietly changing.

Casual shoes and casual wear are huge markets. There is no doubt about it. Because this is an important part of leisure life. In the next 3 to 5 years, he will be the same as casual wear.

In the shoe industry!

(2) comparative analysis of competition brands for casual shoes.

Nowadays, there are many brands of casual shoes, many of them are large and small, and the market and image are better. "Www".

Sagollag.

Com camel hush RICH BOSS dances with wolves, roe king POLO of Bei.

Wait.

But these casual shoes brands do not get the status of casual wear on clothing. Although the image is unified, the props are unified and the price is unified, but some brands on the system management have no control over the upstream and downstream brands.

That is, we often say that there is no longer a line.

So a little passive sales.

In the market of casual shoes, no loyal brand consumers have yet been formed.

Nor is it a brand name purchase.

Moreover, there is no good performance in the three market and line market. This is the current market situation of casual shoes.

(3) a comparative analysis of the market share of leisure shoes.

The sales volume of casual shoes has been increasing year by year, and the major shoe factories are working hard to devour this cheese.

From the perspective of brand background, there are three types of casual shoes in the market: international brand, domestic brand and extended brand.

The international brand is restricted by the purchasing power factors of customers, and is still in the stage of "cake making" in collaborative competition. It is not anxious to expand in an all-round way. It focuses on cultivating the loyalty of the affluent society by focusing on both product strength and image strength.

A famous shopping center that occupies first-class cities in China; domestic brands refer to domestic professional casual shoe manufacturers.

They mainly trade, OEM, and domestic trade, and now the domestic market has also been their attention, so a lot of casual shoes manufacturers have good performance in the domestic market; the extension brand is a series of casual shoes that are branched out from the famous brands of traditional leather shoes and sports shoes and clothing industry; they share resources, channel brands and the extension of the beloved brand. There are a number of brands that perform well, and 1+1>2, of course, many brands do not have the desired market. See my article, "big brands will die -- on the development of the brand" (original) http://blog.

China.

Alibaba.

Com/blog/wzt213/article/b0-i1700718.

HTML!

"Fashion" and "comfort" have always been the two selling points of casual shoes.

Casual leather shoes are made of raw materials and traditional stitches, emphasizing fine handwork and design creativity. The overall style is developed to the classic and personalized direction, with plenty of popular elements.

As for comfort, the performance is more obvious, which is the characteristics of casual shoes.

(4) market target analysis of the age, sex, occupation, education, income and family structure of the consumer group.

When enterprises develop to a certain stage, one of the most important factors that can support the continued development of enterprises is whether the enterprise has its own core culture, culture is value, and culture is brand.

The consumption group of casual shoes is basically 18-45 years old, mainly based on the high income of students, office workers, and white-collar workers.

The requirements for brand culture are serious. They love life, pursue fashion, dare to challenge, have vitality, love adventure, fashion and leisure are their pursuit of life.

(5) comparative analysis of the advantages and disadvantages of each competing brand product.

Now the leisure brands in the market are the medium-term forerunners who come from behind.

In their respective channel construction, they have their own network. Some small manufacturers mainly rely on zero batches in the market and go with the wind. Besides, manufacturers such as AOKANG red dragonfly and so on are also joining the sales casual shoes extension, but they will not reach the product 3/1. If so, the brand will be vague and counterproductive.

Let's take a look at the examples of clothing. Shan Shan, YOUNGOR began to produce suit shirts. When the tide of casual wear came, he also changed into adding casual clothes. How did he feel about himself?

More and more storefronts, the bigger the stores, the bigger the bigger the market. On the contrary, the 708 target market is not accurate enough to disperse the brand's professional culture.

Therefore, in the casual wear market, the brand of YOUNGOR, such as Shanshan, and so on, will never compete with the leisure brand that specializes in leisure culture.

Conversely.

Now casual shoes are similar to those of casual clothes.

Specialization is the cohesive force of brand culture, and its explosive is straight line. Most of the two or three line brands adopt agency system operation, that is, agent brand management. Enterprises lack the ability to assess agents, meanwhile, they lack effective management of agents, and are indifferent to the management of terminal retailers and business people.

This is the problem that the two or three line brand is eager to expand the market. It is the extension of their brand development path without the intention to maintain it.

In the new era, the way of cooperation of most footwear manufacturers still stays at the primitive stage of simple money and goods. In the new market environment, it will be more important to discuss the new cooperative relationship between manufacturers, too much emphasis on immediate interests, ignoring the long-term plan for the quality and efficiency of market share, only tactics, but neglecting more important strategies.

In fact, doing the right thing is far more important than doing the right thing.

(6) comparative analysis of competitive brand market regions and product positioning.

The big brands in the market basically display the image sale in the form of shopping mall counters, and the domestic two or three line brand is sold in the store store, in the form of monopoly.

Basically, the market for casual shoes has just begun.

The location of products is high and low-end, and the positioning of large brands is accurate and has the advantages of brand and culture. Compared with foreign brands, domestic brand casual shoes have price advantages; some small and medium-sized factories are mainly market zero batches, product lines are not abundant, retail prices are also 708 chaotic, and the market is also disorderly operation. The large brands operate in a second tier city, while no brand or casual shoes are basically sold in the three tier market and three kinds of shopping malls or markets. The competition is fierce, the profit is not high, the price war is obvious, the price war is obvious, and the homogenization is serious.

(7) a comparative analysis of advertising cost and advertising performance of casual shoes.

Look at the current market situation, casual shoes in the market are very monotonous advertising forms, almost no media advertising, print ads are rarely seen, soft ads have not seen.

Internet advertising is not hot.

In short, casual shoes are insipid.

Casual shoe advertising placement rate is low, the possible reason is that casual shoes market is just ripe, plus OEM OEM profit is low, brand awareness is not high, there is no professional and forward-looking understanding of the market, some professional casual shoes factory has not yet completed the accumulation of the original big gold, and there is no ability to do some brand advertising advertising investment.

Foreign brands rely on soft advertising and print ads. They have identified the market position. This is their customary way.

Unlike domestic advertising, wasting ammunition is like an upstart.

Because the extension brand is an extension, it has used the advertising resources of the original main brand industry, and has played a very good role in popularity and investment.

This is a small professional casual shoe manufacturer can not compare!

Who dare to eat the first crab?

(8) comparative analysis of promotional activities of competitive brands.

The promotional activities of casual shoes are very weak, with the discount at the end of the shopping season and 8 of new products.

50 percent off, holiday discount, opening balloons and so on, there is no intention of promotion!

The promotion of the store is even monotonous, because without professional guidance and cooperation, promotional activities are as soon as possible, no effect.

Inventory goods are still running away from trucks.

Or the parrot's way of promotion, as a result, there are more and more stock products on the shelves, fewer and fewer new products, fewer customers, and no more confidence. The more the brand changes, the more frequent it is! This is the sale of low-end casual shoes retailers.

(9) a comparative analysis of the pricing strategy of leisure shoes.

The market price of casual shoes, the high price of foreign brand retail prices, and half of the 500 to 800, because the market price must be high, or retailers do not have the money to earn, there are brand image and target audience considerations; domestic brands because they are one or two tier cities in the middle and high prices, between 200-500, suitable for middle class consumption; and small brands take the wholesale route, the price is more flexible, see the product is marketable, in short, the wholesale market is the price!

50~100 more!

(10) analysis of sales channels of leisure shoes brand

Agency system

Franchise system

Wholesale market system

Self-support

Foreign brands generally adopt agency system and self run store, which is relatively easy to control because they only occupy high-end market and high-end target audience; domestic brands adopt monopoly stores and agent system, channels are also good controls, and also can build up their own image, sell widely, and make it easier to contact consumers more quickly, occupying 123 levels of market mode. Small manufacturers are wholesale markets, which are more chaotic, but shipments are large, and it is difficult to establish brand status without image.