China'S Casual Shoes Market Leader Position Can Not Be Decided

Wenzhou's AOKANG, red dragonfly, Kangnai, spider king, and so on, and so on, Quanzhou's Mu Lin Sen, Lang Lang dances, Ming Lang, CE Le, Hao Xing, camel, bulls giant, Jin Mai Wang and so on are already many consumers' familiar brands.

Over the past few years, formal dress and leisure have been competing with each other in the field of domestic marketing with different product styles, brand meanings and market positioning.

The invisible hand of the market, while guiding the direction, is also creating disputes.

In the 90s of last century, Western-style clothes and leather shoes swept the country as a symbol of status. The sales of leather products soared, making Wenzhou's shoemaking enterprises full of money.

With the development of economy, people's concept of life has changed, and dressing concept has changed.

The casual wind gradually heated up. At that time, the casual shoes known as "foreign trade shoes" diverted a number of consumers of positive shoes.

Under such conditions, the leisure footwear industry in Fujian has taken a big step in product professionalism and brand building, and has gradually become the main force in the casual footwear market.

But the Wenzhou plate also did not observe the time change, but also made a positive response.

Several brands of leather shoes are being increased in Wenzhou. At the same time, some small and medium-sized shoe manufacturers originally producing positive leather shoes have made casual shoes.

In the face of more and more intense competition atmosphere, the two sides have also responded to different degrees with their respective advantages.

Casual footwear enterprises in Quanzhou, Fujian, have entered the field of leisure shoes earlier. They have been waiting for a long time from product development, brand building and leisure trend.

These have highlighted their advantages in the market competition.

All these brands have spared no effort to build brand culture, which has injected deeper connotation into the brand and promoted brand promotion.

Such accumulation will undoubtedly leave a more professional feeling to consumers. Shaw's recognition of brand and the resonance of brand culture ensure the relative enhancement of added value of products.

Because of this, most enterprises in Quanzhou do not feel too much pressure from casual shoes in Wenzhou.

Red Dragonfly's brand of casual shoes is hot.

Positioning in the high-end female market, after years of efforts, has also played a certain role in female consumer groups.

The rising stars, such as bar, Denilson, halo, shotgun and other brands, focus on the casual shoes market.

These insertions from different levels into the casual shoes market are still very strong.

In the 90s of last century, after the successful establishment of a chain store by AOKANG, the franchised network of franchised brands was rapidly spreading. In the two or three tier market, Wenzhou shoes were everywhere.

In the same period, Fujian casual shoes turned to shoes city and some markets.

According to the survey of a facsimile column of this magazine, the proportion of Quanzhou's casual shoes stores is less than 10% in the whole shoe store network, which is compared with that of the Wenzhou shoe brand.

Although Wenzhou casual shoes are just beginning, the relatively broad layout of the channel has given chase to them. Wenzhou shoe enterprises can do a lot of shopping based on the original network and occupy more market share.

Although the rents of shops in many areas are surprisingly high, they are still being snapped up by brands.

So far, no matter whether Wenzhou's shoes enterprises or Quanzhou's casual shoes enterprises have the ability of rapid layout, the weakening of consumption under the financial crisis has increased the difficulty of opening up.

Under such circumstances, if the brand of Wenzhou footwear can be pformed in a timely manner on the basis of terminal advantages, the future prospects can not be ignored.

The Wenzhou plate wants to get a bigger cake for the rest of the school, strengthening management and enhancing terminal fighting effectiveness.

Without good management, shops are just more cumbersome.

At present, the two leisure shoes products are also concentrated in the two or three line. Almost all enterprises adopt the mode of agency system and joint operation.

This mode can quickly expand the market, but terminal management is always a short board, which has a limitation on brand promotion, and it is difficult to win a win-win situation of sales volume and added value.

Besides, the quality and strength of agents are different, and the results of operation are different. Therefore, both brands are regional brands, rather than national strong brands. In the long run, there will be some damage to brand promotion.

Department stores are not only sales but also symbols of status.

At present, the entry rate of Quanzhou leisure shoes brand in department stores is relatively high, but the Wenzhou brand is also doing corresponding efforts. The two cards have not yet formed an overwhelming difference in this respect.

The larger crossover in production can bring complementary advantages, but at the same time, it brings homogenization of products.

This is a headache for many enterprises, but it is difficult to solve this problem. In this case, brand competition will only be described as price competition.

Competition with core characteristics will open up more space.

For brands, their own characteristics and regional characteristics are equally important.

Judging from the situation before, the two leisure brands failed to combine the two perfectly, which is why the international brand of the international brand takes the advantage of the market.

It is also based on this point, most of the two leisure shoes brands clearly mark the origin of the origin of the United States, Italy, France and other European and American countries, these places are also a regional culture, and popularized, can give people a professional, authentic, easy to be accepted by the consumers.

Leisure in contemporary people's lives often become a fashion symbol, covering all aspects of life. Hugh recalls has become one of the indispensable indicators of life and quality of life pursued by modern people.

The concept, connotation and function of casual shoes are closely related to this new ideal and way of life.

People decorate themselves and show themselves with the help of the shapes, cards and connotations of casual shoes.

The brand of casual shoes will make the characteristics of individuation and diversification, and integrate the characteristics of comfort, fashion, health and personality into the focus and new favorite of people.