Does CPI Innovate High Shoe Clothing Also Should Rise?

In August 11th, the CPI released by the National Bureau of statistics in July increased by 3.3% over the same period last year, not only hitting a new high in the year, but also the highest since November 2008.

Shoe industry suffers from three "serious diseases"

According to expert analysis, CPI innovation is all caused by inflation. Since inflation is the reason why other commodities have risen in price, only shoes and other clothing categories have not risen. There is obviously a problem in it. Is it a problem of itself or a market?

A few days ago, Tan Ru conducted market research in some cities such as Beijing, Shanghai, Hangzhou, Chongqing, Wenzhou and found that the main reason why shoes did not rise was mainly their own. The shoe industry had at least three kinds of "serious diseases":

First, homogenization is serious and the market competition of homogeneous products is fierce.

In order to complete the sales plan at the beginning of the year, some shoe brands began to "small profits but quick turnover" or "no profits but quick turnover".

The two is overcapacity.

At present, the annual production capacity of China's footwear industry can reach 7 billion pairs, far exceeding the market demand, and the domestic surplus capacity of up to 20% can not be digested, resulting in a large backlog of shoe products.

The three is lack of innovation.

Some shoe companies are eager for quick success and instant benefits. They do not want to invest in high shoe products, but they are accustomed to plagiarism and imitation.

Some brand shoes companies invest a lot of money to develop shoes, which will be plagiarized by followers. Some of them will lose their enthusiasm in scientific research.

Three strategies of price increase in footwear industry

It is reported that in July, domestic food CPI rose 6.8% over the same period, rising by 0.9%, the price of fresh vegetables rose by 22.3%, grain prices rose by 11.8%, poultry increased by 4.1%, and mung beans and garlic became synonymous with rising prices.

Under the inflationary pressure, if shoes are sold at the original price, they will be treated as a price reduction. Therefore, the footwear industry that originally had only "blade profit" should survive, and the price of shoes has already become necessary.

Then, what is the price of shoes?

How does it go up?

The author Tan Ru believes that the healthy development of footwear industry is the foundation of the price rise of shoes, so the shoe industry should suit the remedy to the case and adopt three strategies of price increase: {page_break}

First, take the road of differentiation.

According to the factors of regional political culture, income level, customs and habits, the footwear industry can formulate corresponding shoe product strategies in a realistic way, and produce high-quality products with high technology content to meet the needs of regional consumers as far as possible.

There is "the hometown of Chinese ethnic footwear". The government of the town of Ze Guo, Wenling, Zhejiang, has formulated the development strategy of "guiding the footwear enterprises to take the road of differentiation and competition development", so that a number of shoe enterprises are engaged in the production of national shoes like the Sofit shoe company.

The profits of shoes produced are also 15 percentage points higher than those of ordinary shoes, and few competitors.

Two, build up the mechanism of survival of the fittest and create scarce shoes.

The scarcity is so classic that consumers are in the market because of scarcity.

In the 2010 Winter new product ordering meeting of Wenzhou Jill shoes company, Jill launched a distinguished high-end men's leather shoes at a high price. The market price of each pair of shoes is 2680 yuan, which is similar to the price of a computer.

These shoes are quite different from ordinary leather shoes. They choose not only the advanced shoemaking technology but also the high-grade calf leather and the super wear-resistant soft sole material. The appearance is distinguished by the atmosphere and is inlaid in the exquisite red wooden box, with the ancient bronze shoes and high-grade leather goods.

Gill also stipulates that only businessmen with annual sales of more than ten million can customize the high-end men's shoes, and each customer can only make up 6 pairs at most.

Therefore, it is natural for such luxury shoes to sell computer prices.

Three, innovation and upgrading.

28 national patents have been harvested. After being successfully developed by the CCTV news broadcast exclusive gill nano functional air conditioning shoes, the followers heard the wind, and for a while, breathing shoes, air conditioning shoes, oxygen bar shoes and so on emerge in an endless stream, dazzling and confused by consumers.

In order to keep pace with the followers, the Jill people put forward the strategy of upgrading and upgrading shoe products, adding "shoes" to "functionalism" and "functionalism".

The earliest air conditioning shoes can reduce sweat, foot odor, and purify the air in shoes. In 2008, the new generation of nano function air conditioning shoes added "comfort, wearable, fashionable" elements.

In 2010, jalda also developed "upgraded A+" nano function air conditioning shoes, which added many functions: foot odor, shockproof, invisible increase, antibacterial and so on, making it more conducive to human walking, such as improving the lower limb deformation, straightening and straightening the joints, increasing support and balance, improving the overall function of lower limbs and promoting human health.

The "upgraded A+" nano function air conditioning shoes are priced at 600 - 900 yuan / double, more than twice the price of ordinary Jill shoes.

As a matter of fact, the price increase of any product is justified. As long as the shoes are worth the money, isn't it foolish to see that the price of good shoes does not rise when the CPI suddenly rises?