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It Is Inevitable For Shoe Enterprises To Develop High-End Lines.

2010/9/30 14:49:00 52

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Competition in the domestic footwear market has been launched in the low-end products.

Advertising campaigns and price wars are becoming more and more intense. Some brands have already pushed themselves and their rivals into a small profit.

In the high-end market, however, it has been quite calm.

Its market progress is not directly proportional to advertising investment, but it is unscrupulously occupying high-end market.

For many shoe companies, with the increasingly fierce competition in the industry, it is inevitable for high-end lines to enter the business vision.

Double Star Development high-end

brand

Achieve breakout

As export competition intensifies,

Raw material

As well as the continuous increase in labor costs, the Bi Star Group has adjusted its strategy in a timely manner, relying on technological upgrading, striving to create the world's leading technology for the production of vulcanized shoes, and has won development space in the high-end market.

Originally, the export of double star shoes was mainly based on price competition, and now dominated by new technology and high quality, so as to seize the personalized high-end market in the most developed countries.

Since last year, under the intense competition situation, the export volume of double star shoes has not declined, but has increased by 30%.

In the past, the export orders of the double star Lu Zhong company were mostly low-grade rubber shoes products, and low profit earned low profits.

After the outbreak of the financial crisis, the competition of low-grade shoes exports became increasingly fierce, and many shoe factories with insufficient strength went bankrupt.

In order to overcome the unfavorable factors, the two stars adjust the strategy in time, accelerate the development and design of new products and the application of new materials in several shoe making bases, and launch a number of high-end and personalized products, so that enterprises can successfully break through in the predicament.

Kangnai high-end logo for Chinese leather shoes

Founded in 1980

leather shoes

Workshop, until 1993

Wenzhou

The shoe industry first realized mechanized production and developed high-grade European leather shoes, and then won the first batch of well-known trademarks in China's footwear industry in 1999. In 2001, it opened the first overseas brand store in China's footwear industry in Paris, and won the first national quality award in China's footwear industry in 2007.

In the past 30 years, Kangnai's "Kangnai" has won more than 400 awards, and has created more than 20 of the first in the country.

Today its products are exported to more than 30 countries and regions.

In 2009, 10 million pairs of high-end leather shoes were produced, and the sales revenue of the group reached 2 billion 300 million yuan.

High-end customized shoes are sought after.

High end customization is a niche industry, and the brand with a larger output will produce less than 3000 pairs of shoes a year.

However, this is a potential industry.

With the high quality of white-collar, entrepreneurs and other people's pursuit of quality of life, the comfort of customized shoes and the fit of feet should not be solved by assembly line shoes.

AOKANG has also tested its water volume two or three years ago, and is now experimenting in Hangzhou and other places.

Gu Jianze, founder of "NILIDA", said that in Beijing, Shanghai and other places in China, it has been highly esteemed by celebrities. In the past two years, a large number of customized brands have been stationed in Shanghai Maoming South Road.

Wenzhou businessmen gather, the luxury consumption strength is obvious to all, and more and more people realize the charm of manual customization. There should be room for opening stores in Wenzhou.

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Huili also develops high-end brands.

Founded in 1927, Huili shoes industry was the first brand of sports shoes in China, and it swept the whole country in the 70s and 80s of last century.

Before 2000, Huili shoes went on the wholesale sale mode, but the profit was low.

In 2008, the overseas trend of retro will be pushed overseas and become the favorite of many European and American "Chaozhou" people.

Europe's back shoes are 50 euros per pair, comparable to Nike, Adidas and other first-line brands.

Shanghai Hui Li shoes limited company party secretary and executive director GUI Cheng Steel said that the shoes were gradually recognized by young consumers, and will quickly enter the terminal market.

Previously, the company has set up counters in Yintai department store in Hangzhou to test the high-end market.

Gui Chenggang said that at present, high-end brands are ready to play down the brand of "back force" and develop their English brand "Warrior".

The profits in the high-end market have become the thread of disputes among the big shoe makers. The formation of their market position has been aimed at this opportunity by the major brands at a time. In order to win a cup of cake in the high-end market, the domestic high-end market which has been silent has been showing an unusual fire in recent years.

But this is also a trend to follow suit, of course, for the shoe enterprises with abundant economic strength, entering the high-end market is the inevitable result of development.

However, if shoe companies want to form a corner in the high-end market, the most fundamental thing is to build a strong brand in the early stage.

The so-called strong brand needs to have the basic characteristics of the brand, and enjoys a high reputation in the consumer's mouth.

As we all know, branding is a complex job. It is not easy to build high-end brands. The value of products to consumers can be seen in the course of forming a high-end brand.