Perception Of Shoe Marketing

Shoes are closely related to our lives. They are all people in all walks of life.

No matter what the "thousand layers" or "shoes" (the customers are very broad), money can be "outside", but shoes are the most intimate "partners" of a person's life -- the indispensable "things on the body", and how uncomfortable it is to wear shoes on the feet.

Therefore, shoes have been interpreted as endless shoes and shoes since ancient times, so there are many hundred shoe culture: fashionable, retro, sports, technology, humorous, healthy, historical, modern, Chinese, foreign and so on.

Talking about shoes is really endless.

This article starts from shoe marketing, and I talk about my feelings in the past few years, and encourage colleagues.

Shoe marketing person:

Are you lost because you can't find a book about shoe marketing?

Are you perplexed by the fact that you can't break the boss's bottom line in the workplace?

Shoe business owners or shoe makers in the market:

Have you always been worried about the promotion of brand and the space of profit?

Are you anxious that all kinds of headhunting companies will never be able to get the right people?

對了，不管是營銷人、鞋企老板還是一線鞋商，在你跑進各類書城買了很多的營銷書藉，或者在各種場合聽了各種各樣的演講與培訓，聽了游走企業間的職業經理人的所謂“營銷經”，當時你看了聽了很有共鳴，有相聽相見恨晚的感覺，不是說那些“培訓”和“營銷經”沒有專業功力，但冰凍三尺，非一日之寒，植入模式和成功理論需要一個較長時間，引進大量的人才來執行，并通過持續的管理實踐來培植，才能在企業的運作中見效，你是需要一年就要有利潤可見，而那些所謂的老師們的良言卻是讓你三年五年以后做大做強的，因此到頭來，書籍、講師和職業經理人所論述的許多方法也許還是離你很遠，所以你仍然找不到鞋業營銷最好、最簡單、最易操作的方法，仍然在同質化的競爭中一頭霧水，甚至最終的市場利潤還是被殘酷的競爭盤奪得體無完膚。

Here, how do you feel about your fate when you are confused?

At present, our country has a strong market share of politics and people, and has a huge market which accounts for 1 billion 300 million of the world's absolute population. Innovative marketing, such as sports (including Olympic Games), network, World Expo and so on, has provided more platforms for brand communication and display. The speed of urban development will increase more market opportunities. The social theme elements are infiltrating into modern people's lives in various angles. I believe that in the future, there will be more business opportunities in all walks of life.

According to statistics from relevant state departments, in 2006, the total number of cities in China was 661, of which 287 were in prefecture level and above, and 577 million 60 thousand in urban areas in 2006; (preliminary statistics).

Therefore, China does not lack the terminal space of the shoe market.

But in recent years, due to the impact of macro policies such as rising raw materials, blocked exports, energy saving and emission reduction, and the introduction of the new labor contract law, some big shoe companies still have a lot of momentum in marketing. They are not only thinking in conformity, but also in the front line of shoe industry. They occupy the crowded area of the city mainly in the form of monopolized business. Shops are single, double, double, big, layer to layer, one brand, many products, one product, many cards, etc., so as to establish a city's leading edge.

While other enterprises are in a difficult time, many shoe factories have closed factories or semi closed factories, or even went bankrupt. Some big shoe enterprises have gradually resumed large stores or self owned shops with high rents and low returns. A few days ago, I went to a bustling pedestrian street and a business district in Jiefang Road to investigate, and a luxury store of a shoe company was gaining momentum on the walking street. This shows that when you open a shop, you must have popularity and popularity, and the market will be half done!

Another Jiefang Road brand store of famous brand shoes has changed from the original one to the other.

It seems that, how much joy and sorrow, and generally speaking, shoe enterprises are having a hard time.

In today's shoe industry competition, enterprises are vulnerable, and it is easy to fall behind or even fall out at the alarming speed of large enterprises. Therefore, small and medium sized shoe enterprises are faced with a more difficult situation. But the whole industry is still healthy and optimistic. Zhang Shuhua, chairman of the China Leather Association, believes that the first 10 years of the new century are still a good opportunity for the development of leather industry in China. After 30 years of development, the leather industry chain has been very perfect.

If we say that the development of shoe market in the past ten years is very gratifying, some successful footwear brands have achieved great success under the excellent situation of the shoe industry at that time.

Some shoe enterprises can even achieve about one hundred million RMD a year in some areas of China. This shows that the shoe market has a lot of space. If we want to achieve market success, we must have the vitality of the original enterprise.

China is not short of market space, and the time corresponding to space is also crucial, because competition is speed, market competition has no time to delay you, the first battle is quick war, decisive battle lies in strategy, and victory lies in the implementation of strategy and tactics.

Therefore, shoe manufacturers should keep pace with the times and have the ability to identify market trends and consumer demands.

Many of the same, there are many differences, many different, many of the same.

As shoe marketing, there are both imitation and clone of successful business or cross industry. There are also some alternative innovations rooted in the mainland. The same and different marketing tactics are related to innovation, which requires a theoretical system to describe, summarize and break through.

"Wall" is closely related to our life. It can be understood as "shelter". Our marketing is often in a state of wall type. In the homogenization of industry competition, there are many barriers, such as the wall of products, the walls of prices, the walls of channels, the walls of promotion, the walls of talents, the wall of cost, and the wall of the world.

In a certain stage, how can we overthrow and destroy this wall that hinders the development of shoe marketing?

Fujian sports shoes (global brand network), relying on sports elements which are very close to sports and relatively weak leather shoes, account for the advantage of shoe marketing in the 2008 Olympic year. From the data of various media, the click rate of articles related to sports category is very high.

In Wenzhou, let leather shoes melt into sports elements. Besides AOKANG is the leather product supplier of Beijing 2008 Olympic Games, the construction of Red Dragonfly's sports shoes R & D production base is also busy all the time. Leather shoes and sports are not very direct relations, but the Wenzhou people who dare to take the lead in the world always go forward in breaking the wall, breaking and overthrowing the "wall" between "leather shoes" and "Sports", thus bringing leather shoes marketing into a new field of vision.

Taking innovation as the concept, the footwear industry's marketing mix (product, price, channel, advertising promotion, etc.) has been elaborated in detail in the homogenization competition of footwear industry. There are many kinds of thinking about shoe industry success and failure examples cited in shoe industry marketing. This is reflected in the cooperation among manufacturers, dealer management, regional market development, terminal management, shoe marketing marketers, small shoe enterprises breakthroughs, shoe business investment and abandoning cards, shoe marketing risk aversion, pragmatic and innovative breaking wall marketing, domestic marketing, successful shoe enterprises, global marketing strategy, etc. These analyses are very consistent with the current situation of shoe industry competition, and have certain practical guiding significance. Broken wall thinking is used as an analytical tool.

These theories need to be formed by the long-term running in between a marketing man and an enterprise. The need for professional managers is full of passion and fighting spirit for this industry. The author has been working hard and never dare to relax.

Of course, the course of a successful enterprise is a good book. Their excellent case summary is the future of small and medium enterprises, which provides convenience for the majority of marketers and shoe business owners. It allows you to take a lot of detours in this industry and witness the marketing charisma of our industry. However, we should not forget to absorb some experience from their failure cases in time to avoid setbacks in the market.

In the world, there is no international shoe brand monopolizing the industry. Whether it is Wenzhou shoes (Fujian shoes, Guangdong shoes, Chengyu shoes, etc.), or Chinese shoes or world shoes, the final shoe enterprises should compete with the domestic excellent brands with the strength of the brand, and gradually enhance the management level with the international brand competition, and form a first-class brand culture. BELLE's listing has broken the marketing dream of some Wenzhou shoe enterprises to conserve homogenization competition. Some of the relatively prospective Wenzhou shoe manufacturers are waiting to be listed, with a view to enhancing the short board of brand promotion by capital operation.

The market is changing, and the innovation of the shoe industry will break through the limitations described in this paper. Therefore, we welcome the association elite, experts, entrepreneurs and professional managers in the industry to participate in the deeper exchange of shoe marketing. Success, everyone's strength and contention will make our marketing theory system more perfect and keep pace with the times.