"Blue Ocean Strategy" For Small And Medium Shoe Enterprises To Find New Zones

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Thanks to the global financial crisis and the compression of marketing expenses, Do-win, which focused on word of mouth marketing, did the opposite.

"This winter is particularly cold, which is a big test for small and medium-sized enterprises, especially for us.

Enterprise.

But on the contrary, it is also a good thing. "

Do-win's boss, Tang Ming Sheng's "good deeds" is precisely

Opportunities for the "blue ocean" business.

The market is regarded as a "Red Sea": products are reduced to commodities, and the "cut throat war" has stained the Red Sea into blood.

"With the increasingly crowded market space and the narrowing of the profit and growth outlook, the reshuffle of the market is the result of the development of the red sea strategy.

Tang Mingsheng said, "the blue ocean strategy" requires enterprises to shift their attention from the supply side of the market to the demand side, and turn from the concern and the actions of the super competitors to a value leap for the buyer.

By crossing the existing competitive boundaries to see the market and screening and reordering the buyer value elements of different markets, enterprises can rebuild the market and industrial boundaries, open up huge potential demand, and get rid of the "Red Sea", that is, the bloody competition in the known market space, and create a "blue ocean", that is, the new market space.

To martial arts, Taijiquan, wrestling, boxing, badminton, weightlifting, fencing,

Until the recently released teenager.

Old age

Do-win has been trying to find its own "blue ocean".

The competitive route of differentiation leads Do-win to avoid joining hands with industry giants in the marketing field, so as to have more energy to focus on product development and market demand signals.

"The target group of our products is athletes and sports enthusiasts. They have more stringent and special requirements for shoes in the process of sports.

Attention should be paid to the safety, comfort, technology content and stable quality of shoes, which are more important than the appearance factors such as style, color and so on.

It is the "demand signal" issued by the market.

The Ministry of education and the State Administration of Physical Education launched the "million youth sunshine sports project" in 2007, and Do-win realized that there were tremendous business opportunities. "Although there are enough sports shoes for students to choose from, there is a need for teenagers to be more suitable for them.

Do-win has long been aiming at this. "

Here, companies are trying to perform better than their competitors to control current demand and control a larger share.

Fight marketing, set prices, instead of seeking quality, seeking technological content; only copying, not creating.

After that, we could only cut corners.

Finally, we had no surplus profits, so there was no money to do research and development.

Tang Mingsheng believes that this is a waste of resources and a waste of labour, which is not good for everyone.

SMEs are unable to face such spelling.

News from various sources shows that shoe companies are closing up in Guangdong, Fujian and other places where China's shoe industry is concentrated.

Tang Mingsheng estimates, "this market will continue until the end of next year.

Next year's Spring Festival is the most difficult time. "

Search for your own "blue ocean".