2010 Quanzhou's Slippers Industry &Nbsp; Leading The New Fashion Trend.

A few days ago, a pair of genuine leather casual shoes were placed in the constant fashion leisure life hall. The fashionable fashion of hot pants and small sling also appeared frequently in treasure stores. They not only extended the product category to the maximum extent, but also expanded the meaning of slippers themselves, and gradually guided the change of domestic consumers' concept of slippers consumption.

This is "slippers are a kind of". fashion Life! "

How does Jinjiang slippers go out of fashion taste? How to preempt the way of advocating fashion life? Industry experts suggest that brand promotion should enrich its connotation from the angle of culture and lifestyle, especially, every season is a good season to wear slippers.

Slippers try cross boundary extension

In July 22nd, the autumn and winter new products of the fashion and daily necessities in Xiamen ended. On this new show, several giant leather casual shoes, canvas shoes, model posters were hung in the Quartet, " Slipper This word is almost forgotten.

In fact, Heng people has already blown the horn of product extension. "In the future, we will also set up a dedicated sporting goods company, specializing in the production of sports beach sandals." Zhang Yingwen, general manager of Heng Ren shoe industry Co., Ltd. has revealed that "constant people have gradually infiltrated into the sports industry, to create a brand of diversified development. We have made a good brand in the slippers industry. Therefore, the development of our brand should go beyond the slippers and take the lead in the field of casual shoes such as lifestyle EVA garden shoes, sandals, beach shoes and cloth shoes, and then seize the opportunities of the industry.

In addition to the constant people, several other local slippers have started such a process of cross-border extension. In the treasure store which always advocated slippers fashion, apart from daily hats, bags and other accessories, reporters actually saw jeans and suspenders and other summer beach costumes.

Combined with hot spots to develop fashionable taste

In the eyes of many consumers, slippers always give people the feeling of being lazy and sloppy. It is only a matter of comfort that the slippers are comfortable. If they want to embody a leisure lifestyle, they can only make up for congenital deficiency with fashion. So slippers must be fashionable! Bing Shao, director of brand development of Quanzhou Baofeng Shoes Co., Ltd., domestic business development headquarters, speaks of the key to the development of slippers.

"To fashion, first of all, we need to solve the design problem. Although we can simply use bright colors, cute little patterns and other designs to attract eyeballs, we must combine the current hot spots to develop products, so that fashion can be full of brand flavor." For Baofeng shoe industry, the "low carbon" brand produced in World Expo is to sell its brand branded products out of stock at one fell swoop.

"Clothes are made of cotton, linen and silk. They are not only fashionable, durable, but also environmentally friendly. Footwear should be made of natural rubber as sole material, and shoes made of organic cotton and other materials, which are widely distributed in the Internet. Low carbon is a new goal that we have proposed in recent years." According to Baofeng footwear industry, because of natural selection and low carbon production, Baofeng's products not only entered the Expo Park, but also received the favor of consumers. It was also the event of "stripping shoes" in the sale of treasure slippers.

Baoren fought with the opportunity of World Expo. Low carbon "Brand", so that consumers remember themselves. With the launch of the first "illusion" of urban love fantasy action in China, the concept of "Heren weekend shoes" has gradually entered the field of vision.

Wang Wenju, marketing director of Heng Ren fashion leisure products Co., Ltd., said that after establishing the innovative and unique product concept of "weekend shoes", in order to promote the consumption concept of "weekend shoes", the permanent people need a market incubation period. In order to create a trend of "weekend weekend shoes", we should boldly take advantage of the first urban love fantasy action blockbuster "illusion" in order to achieve twice the result with half the effort, so that fashion leisure is not limited to slippers, but from flip flops to all kinds of shoes, not only accommodating slippers, beach shoes, garden shoes, cloth shoes, cotton shoes, etc., but also become "advocates of weekend lifestyle".

Brand promotion should weaken the seasonality

In the past, slippers had always been in the "marginalized" position, quietly surviving in the market, and never seen a single store slipper store. This is also like the underwear and swimsuit of the 80s of last century. But in the 90s of last century, independent underwear and swimwear stores gradually appeared in people's view. Various brands of different styles and personalities emerged, such as three guns, Zhou Ke, HOSA and so on. Stone lions once had a "love flower" brand bra, which is known far and wide.

"Therefore, slippers will not be an exception, it can also create personalized brand and survive an independent monopoly network." Hu Baoming, a senior practical marketing planner, said.

Wang Wenju explains this too. "Now, the definition of casual shoes popularized on the market is relatively wide. Heren's" weekend shoes "are based on the EVA outsole casual shoes. Ultra light, comfortable and relaxed are the soul of" weekend shoes "product design style.

And Baofeng brand treasure people, directly rid of the traditional "household slippers" hat, expand the "fashion new vision" of slippers consumption, take the lead in putting forward the positioning of the new fashion slippers in the country, focusing on the fashion crowd in the city. At the same time, Huang Bao and YaoLi took the most popular cartoon characters to make slippers not only go out of their homes, but also become mainstream consumer goods in mass markets.

"However, judging from the brand structure of the domestic slippers Market, there is no brand that can be called" leader "yet. At present, it is still an initial chaotic state. If we can grab the first advantage in the channel, we will probably get the biggest bargaining chip. Hu Baoming said.

　　 Xiaobian commented: in fact, when making a brand building and promotion, the slippers enterprises should weaken the seasonality. Don't think slippers are only summer products. We should specifically guide "every season is a good season to wear slippers". When planning products in exclusive stores, we should make a fuss about functionality. We should not only distinguish the seasons, but also distinguish the creative designs of different occasions, environments, roles and tastes. In this way, the division of labor is divided from every link, and consumers are categorized naturally. The promotion of natural marketing is more targeted and the effect is better.