Colorful &Nbsp; Shoe Enterprises Hot Open Color Marketing Mode.

color Marketing theory The ColorMeBeautiful (CMB), founded in 1980s by the american carol Jackson, was abstracted and summarized in the practice of enterprise marketing. The essence of the theory is to promote product sales by using color marketing mix according to the needs of consumers' psychology. It divides hundreds of colors into four major color series according to the four seasons. Each series of colors form a harmonious collocation group, and selects the most reasonable color series according to different people's skin color, hair color and other natural physiological characteristics, as well as personal appearance, shape and character, occupation, and so on, so as to maximize the beauty.

　　 Color marketing (ColorMarketing), it is to understand and analyze the psychology of consumers, to do what consumers want, to locate the merchandise properly, then to match the appropriate colors with the product itself, product packaging, personnel clothing, environmental settings, shop decoration, shopping bags, etc., so as to make the products highly emotional and become a bridge to communicate with consumers, realize the unity of "people, colors, commodities", convey the idea of commodities to consumers, improve the efficiency of marketing, and reduce the marketing cost.

The American marketing community has summed up the "7 second law", that is, consumers will decide whether they have the desire to buy goods within 7 seconds. The first impression that goods leave to consumers may trigger consumers' interest in commodities, hoping to have a better understanding of products in terms of function, quality and other aspects. If an enterprise is perfunctory on the visual design of the product, it is not only a concern but a business opportunity.

　　 Red Dragonfly Color marketing strategy

At the beginning of 2010, at the 2010 Summer Red Dragonfly fashion trend conference called "return to the blue coast", the red dragonfly group used the colorful ocean and rich original ecology to combine with modern urban elements to interpret this summer fashion, drawing out pure and light blue coast customs and displaying the theme of ecology. In 2010, people who got out of the economic crisis urgently needed to take a deep breath of fresh air to relieve their pressure. The light, stretched marine theme and natural and bionic natural ecology returned to the mainstream this year. Red dragonflies seize the emotional needs of people after the economic crisis. Through accurate color capture, the summer products that return to the theme of "blue coast" will undoubtedly seize the market opportunities in this summer's competitive footwear industry.

The red dragonfly group can quickly and accurately locate the color of the next season's products, which is closely related to its application in products and corporate culture from the beginning of its business. As the forerunner of color development and application of fashion shoe industry, red dragonfly has been paying close attention to China's latest fashion color information for many years, and has been extensively co operating with China Fashion Color Association. From the vice president of China Fashion Color Association to the color research and development base of Chinese fashion footwear products, its color marketing has always been able to create new ideas and have a distinctive market competitiveness.

In many foreign countries, shoes and clothing enterprises are closely related to color research centers or color experts. They pay special attention to the use of color in product development. The brand of foreign shoes and clothing has always been in the forefront of fashion, and has always been loved by consumers all over the world. It is precisely because they focus on color research to meet the psychological needs of consumers.

Before its entry into the Chinese market, the famous TECO was launched in France and Hongkong, China and Japan. The study found that in the pink environment, 60 of the 100 women consumed, accounting for 55% of the total amount; 35 of the scarlet environment consumed 42% of the total; 39 people consumed purple and green, accounting for 49% of the total; 42 people consumed white, accounting for 50% of the total; blue and yellow separately had 35 consumption; each accounted for 36% and 36% of the total amount; coffee had the least amount of consumption, accounting for the total amount of money; in a colorful environment, unexpectedly, there were people buying, and the spanaction volume was higher than the total amount. Experiments show that women of different personalities and age groups have different preferences for color, and color is the most important factor for women to decide whether to buy or not.

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Color marketing storm in the field of children's shoes

The children's shoes industry in China insists on POOVE children's shoes in color. Last year, after becoming the Chinese youth sports equipment color research and development base last year, POOVE launched the first international youth dress design competition in POOVE this year. The design competition is jointly sponsored by China Fashion Color Association, China Textile Information Center, China Fashion alliance and Fujian Po Hui shoes and Garment Co., Ltd. POOVE's intentions are obvious: trying to strengthen the interaction between brands and consumers through the design competition, and leave the brand impression in the minds of consumers from the perspective of color.

In addition, Yong Gao children's shoes are actively integrating colors into brand themes and introducing product research and development. The Yong Gao people's autumn order meeting, which has been held recently, fully embodies the strategy of increasing color by Yong Gao people. In a series of products featuring the theme of "red moving China", designers used a variety of color elements to deduce a visual feast through the color change through the demeanor of the three major themes of the urban trend series, the red moving China series and the dream series. In addition, the CE brand ordering association from Australia uses the bold, bright and bright tone to perfect the brand personality and regional characteristics on the product. As the outdoor sports equipment brand camel, its commodity planning starts from the outdoors and displays its product design style and brand personality in a group of close to natural colors.

Color, as a link between enterprises, products and users, will provide active reference and guidance for the future development of China's footwear industry. Paying attention to the application of color research in enterprise management and products, and actively investing in capital, manpower, material resources and practice, Chinese enterprises can provide consumers with more fashionable and gorgeous products, satisfy consumers' pursuit of high quality life, and at the same time make their products more competitive.

Color is the only design element that can maximize the value at the lowest cost. For example, the development of an innovative fabric requires early research, market research and late investment, but the use of popular colors can often give new products vitality, while promoting sales, at the same time, it can also deepen the brand image of consumers.

The footwear industry is one of the most closely related fashion industries, and has a high sensitivity and diversity in color. However, compared with the international level, the color theory research of the footwear industry in China is very weak. The Red Dragonfly Group, which has paid much attention to product color and benefited from it, has naturally become the leader of color marketing in this industry.

Although some leading brands have launched color marketing, the absolute example effect has not yet been formed. Generally speaking, the color planning of China's shoe making industry is still at the initial stage. It is not enough to rely solely on the marketing promotion of some leading brands and blindly follow suit of the two or three line brands. It is necessary for shoe manufacturers to carry out color research scientifically, who can accurately grasp the trend of color flow and apply colors perfectly to product design and development according to the needs of the market, and grasp the psychological needs of consumers, who is the biggest winner in the market. Shoe enterprises should further experience and develop their own comprehensive capabilities, expand cooperation and exploration with relevant trade associations, take the initiative to shoulder more industry responsibilities, and bring more colorful products to the fashion shoe industry.