Speed Shoe Industry: Multi Brand Operation To Seize Multi Market

Interview with general manager Ling Xuecheng, sporting goods Co., Ltd.

With the development of economic globalization, domestic shoe enterprises are facing the pressure of international market and the temptation of the domestic market. They are beginning to feel uncomfortable. They are considering expanding the market and seeking more room for market development.

As a result, the footwear market is gradually expanding, and shoe categories are constantly broken down to meet the needs of different consumer groups. The multi brand operation mode also arises at the historic moment.

Many excellent brand operators have become the backstage drivers of many brand operations, bringing all kinds of brands to the market and bringing them to consumers.

The reporter also interviewed the general manager of Jinjiang Jinshi sporting goods Co., Ltd., Ling Xuecheng, on the multi brand operation mode of shoe enterprises.

Multi brand operation preempting multi Market

At present,

"In order to avoid product competition between similar products, the brand of shoes that we operate does not conflict with each other."

When asked about what to choose to run a brand, Ling Xuecheng replied.

In addition, operators can also produce marketable shoes according to the needs of the market, find the market of each brand in differentiation, improve the efficiency of opening stores, and then occupy larger sales space in the product distribution process, and reduce the market space of competitors' products, thus laying a solid foundation for gaining a higher market share.

In the constantly subdivided market environment, each brand has its own characteristics. The production and development of corresponding products for specific people must have their own fixed consumption groups, which also plays a certain role in improving the market share of enterprises.

Accurate positioning and making more

With the intensification of market competition, more and more brands are rushing to the fore. Shoes enterprises should expand their brand advantages and stand out in many shoe brands. We must do a good job in market research, understand the real needs of consumers, formulate a complete multi brand development strategy, grasp every link in the strategic process, and accurately grasp the brand's market positioning, so that we can find the right direction for brand development.

In 2009, a Hollywood 3D movie "Afanda" showed a worldwide craze for Afanda. Ling Xue Cheng, with his many years of market experience, first registered the brand named Afanda, which was named after the film. According to the characteristics of the main audiences of the movie, Ling Chi Cheng was positioned as a handsome shoe for boys who are keen on fashion.

According to Ling Xuecheng, the brand mainly produces fashionable board shoes, and the main line is wholesale, inexpensive and suitable for students with weak economic strength and fashionable love.

Obisi, a child shoe brand produced by Sino US joint venture, comes from three basketball club in the United States, but in Ling Xuecheng's view, the domestic basketball shoe market has reached a certain saturation state, and as a new brand, its influence and competitiveness must be less than the strong local brand in Jinjiang.

Therefore, Ling Xue became a new way. Starting from children's shoes, Obisi's brand development in China will be positioned as teenager basketball. For this field, there are not many domestic shoe enterprises at present, so its market prospect will certainly be broader than that of adult basketball shoes market.

According to Ling Xuecheng, Obisi's children's shoes will hold its first order meeting in the Chinese market in March 2011.

Prior to this, Obisi children's shoes will hold a youth 3*3 basketball tournament, has declared this activity to the National Sports Commission, and the investment of 30 million of the brand development fund of Obisi has also been put in place. Only when the national sports committee approves, Obisi brand marketing road can set foot on the journey.

Ling Xue has been very optimistic about the future development of Obisi brand in China. The reporters also believe that under the double strategic guarantee of the strategic layout and sufficient funds, the Obisi brand's China trip will be smooth all the way, and Obisi is expected to develop her own territory in the youth basketball shoes market.