Leisure Sports Shoes Will Differentiate Marketing In The End To Skillfully Occupy The Market.

October 27th hearing Anta A number of strength brands such as PEAK, XTEP and 361 degrees have successively succeeded in Hongkong. list The footwear industry in Quanzhou is divided into three main lines: the capital operation brand, the listed company brand and the third camp brand. In the third camps, enterprises should give full play to their advantages of flexibility and plasticity, and actively develop their own market segments and take the road of differentiated marketing. Reporters learned that after outdoor sports, street sports and other new fields gradually become scale, recently, the third camps launched the "garden shoes", "swing shoes", "fast". fashion "And other new concepts, to make differentiated marketing to the end, in order to ingeniously win.

Introduction of European and American garden shoes category

"Garden shoes", also known as "cave shoes", has been popular in Europe and America in recent years. Currently, the most popular brand of "garden shoes" in European and American markets is Crocs from the United States. The brand was founded in 2002, and its company was officially listed on NASDAQ in 2006.

In 2002, the three founders of the company devised a pair of shoes that were originally planned for rowing. The shoes are very similar to the slippers, with holes on the vamp and a slip resistant and rotatable strap. Because of its excellent skid resistance, comfort and rich colors, it is quickly concerned by the general users. However, those who oppose it think the shoes full of holes are very ugly. As a result, the company took the opportunity to use "ugly and beautiful (Uglyisbeautiful)" as its slogan.

In 2007, President Bush caught up with the summer sandals. His sports shoes with black socks were the shoes of Carlo's brand. The company also expanded rapidly for a series of reasons. In 2006, its sales volume reached 6 million pairs in 2006, and sales revenue was $100 million. In 2008, its revenue reached $1 billion 100 million.

Under such a global industry background, Wan Tai Sheng group, which mainly produces children's shoes, has recently introduced ten EVA production lines, which will be used in the production of "garden shoes". According to Lin Weisheng, general manager of Wan Tai Sheng, this kind of footwear which has been popular in the European and American markets in recent years is named after gardening workers. Later, because of its practical, fashionable, lightweight and comfortable features, it has been rapidly promoted in the European and American markets, and more and more people like "flower garden shoes". He said that three years ago, Wan Tai Sheng had planned to operate such products, but because the industry was not mature enough, he gave up early operation. Later, with the growing consumer awareness of the choice of "garden shoes" and the gradual rise of the market, enterprises feel that entering the market at this time will get twice the result with half the effort.

Because the "garden shoes" originated in the United States, the brand of the "wow" brand invested by Wan Tai Sheng Xin is directly subordinate to the WTSTEVA outdoor sporting goods Co., Ltd., which is owned by Wan Tai Sheng International brand management company. According to introducing, they invest this time "garden shoe", a lot of technology will come from the cooperation team of the United States.

Lin Weisheng said, at present, EVA products have huge development space and extension space. "Special wow" will create competitiveness from technological innovation, purchase foot type database and product patents, pay attention to product function's satisfaction, plan to develop specialized EVA products with specialized research institutes in the future, and make innovations and breakthroughs in technology.

Developing fitness and body functional shoes

Similar to "garden shoes", which is also unfamiliar to domestic consumers, there is a recent concept of "swing shoes".

This so-called "swinging shoe" is hard to say clearly which kind of shoes it is. In fact, it is more like a summing up expression of consumption appeal, that is, the function of body building and body beauty. According to Zhengda (China) Sporting Goods Co., Ltd., "rocking shoes" is designed to walk the way to design the most suitable for human health shoes, it can strengthen the muscular nervous system, to a greater extent to reduce ankle joints, hip joints and other injuries in the human body when walking. It has an ergonomic round shoe sole, heel arch arch toe forming 15 degrees before correcting the walking posture of the "iron triangle". The rocking shoes have a very special insole. The highest point in the insole is arch support, which is not stimulating. When people walk correctly, they can avoid some physical diseases. "Swing shoes" is a walking technology, which has the functions of weight loss, body shaping, thin legs, and promoting circulation of the human body. It can help people to shape, lean their legs, lift their buttocks, correct their posture and reduce the pressure of knees and waist.

Reporters learned in the interview that in order to cope with the current industry competition, Zhengda Company also actively created the "whole industry chain mode". Guo Jingqing, general manager of the company, said, "the whole industry chain mode" is an innovative business mode with significant differentiation characteristics. It leads the industrial chain with terminal consumption, can quickly reflect consumer's demand information, and promote the innovation and improvement of upstream links, so that the whole enterprise's response to the market is more sensitive and timely, so as to integrate brand, innovation and channels.

The most obvious advantage of the whole industrial chain system is that it can enhance the resource utilization ratio of enterprises and enable enterprises to realize their value in different links of the industrial chain by making enterprise assets more effectively arranged in different links of the industrial chain. It will provide natural resources to the high value links and provide strong support for enterprises to realize differential competition. {page_break}
 

New concepts of market products are presented.

On the road of innovation in differentiated management, the appearance of "garden shoes" and "swing shoes" represents the bold development of Quanzhou shoe enterprises in the new market area, while Shuai bu (Fujian) shoes and Garments Co., Ltd. has recently produced leather casual shoes with leather shoemaking technology, which is the source of competitive differentiation in the transformation of production technology.

Wang Xiaofen, chairman of the company, told reporters that such technology is the first creation of the company, which has filled the market fault of the mid price products of casual leather shoes. At present, there are many brands of casual leather shoes priced at five hundred or six hundred yuan, although many young people who are still on campus or just entering the society also praise the lifestyle of casual leather shoes, but they are deterred from the price of five hundred or six hundred yuan. It is precisely when they look at the opportunity of this market fault that they decide to produce casual shoes for the consumer group with leather shoemaking technology.

On this basis, Shuai step also put forward the concept of "fast fashion" in response to market demand. "Fast fashion is to sell shoes like fruit!" Wang Xiaofen believes that the domestic shoe industry has ushered in the era of fast consumption. The mainstream consumer groups of their companies will aim at "post-90s". Therefore, with this new marketing concept, we can seize the market with fashionable, fast and super value products. "We will carry out differentiated operation, including brand, marketing mode, product and market differentiation." She said.

Wang Xiaofen said that since the first and second tier cities have been dominated by many leading brands, their companies have adopted a new strategy to avoid these "scrimmages" and expand the market with the strategy of "encircling the cities by the countryside". They will take three or four line cities as the main force and take the County as the main input market to launch a new offensive.

In addition to the innovation of products, in recent years, the bold innovation of some new brands in the market positioning and business mode also reflects the bold exploration of differentiated marketing in Quanzhou shoe enterprises.

Since last year, Jian Tai (China) Co., Ltd., which has been engaged in the production of vulcanized shoes for three years, has set eyes on the domestic vulcanized footwear market and started its own brand "Po Da" business road. According to Chun Chun, vice president of Jian Tai Company, for the past more than 10 years, there are few brands of shoes in the country, and canvas shoes are the main market players. The high-end vulcanized shoes market is a "cold plus cold" door. This is a rare opportunity for "Bao Da". He believes that the footwear industry in Jinjiang has been developing for more than 20 years, and the new brand can not be accumulated like Anta and PEAK in the same year. It can only follow the principle of "high platform diving" and make good use of the market, good technology and good platform to achieve a leap in shoe industry. "We put forward the idea of taking the" non sports route ". When do you need Bao Da? When you wear jeans. Chun Chun said that this is the positioning of "fashion collocation". In view of this positioning, they created a "channel implantation" mode to open shop with non competitive brands.

Similar to "Bao Da", in order to avoid the direct competition with the big brands in the same city, steward took another way in the fashion sports market and put forward the concept of "Street Sports". According to general manager Lin Qinghong, street sports is a new sport popular among young people both at home and abroad.

Actively changing to meet new needs

In recent years, the popularity of outdoor leisure activities has promoted the outdoor sports market to keep rising. More and more domestic and foreign brands are beginning to rush to the outdoor sports market. In the transition period, some leather shoes, sports shoes and even shoe materials enterprises have chosen outdoor sports fields, or agents or self created brands. Outdoor sports are becoming a new field of sports brand transformation.

This reporter has learned that in recent years, there are many brands of shoes in Quanzhou which have entered the field of outdoor sports. Shishi Mu Lin Sen Shoes Co., Ltd., known for its production of business casual leather shoes, entered the outdoor sports market last year. For many years, Fujian Shoes Co., Ltd., a foreign trade processing company, has launched its "Tian Po Lun" brand from the beginning of this year because it is optimistic about the domestic outdoor sports market.

In addition, there are many shoe enterprises in Quanzhou, such as Fuxin shoes, BOSCH sports products and Fujian Suo Li Shoes Co., Ltd., to create their own brands and open up the outdoor sports market. Fujian Suo Li shoes industry Co., Ltd. is a main manufacturer of shoe materials. Since last year, the company has tried to create a brand new market, which is the emerging market of outdoor sports.

Yang Chengjie, President of the China Leather Industry Research Institute, believes that many Quanzhou brands have developed into the outdoor sports market, reflecting the innovative spirit of Minnan enterprises in the face of the diverse needs of the market. He believes that with the improvement of people's living standards, people's lifestyle is also changing, and the demand for daily necessities is also developing towards diversification. Chinese people's demand for shoes from the original cloth shoes to leather shoes, sports shoes, and so on, is now moving towards leisure, fashion, business, outdoor and other diversified development, in this situation, Quanzhou shoe enterprises can always take the initiative to welcome this change, reflecting the spirit of Quanzhou's innovation.

For many shoe companies to set foot in the outdoor sports market, Ding Shuibo, President of the Quanzhou footwear industry association, gave affirmation and support. He believes that nowadays, with the continuous improvement of people's living standards, it has become a higher pursuit of life for people to get out of the city, breathe outdoor fresh air, and watch the blue sky and white clouds and invest in green hills and green waters. The improvement of quality of life leads to a wide market for outdoor leisure products. The transformation of these shoe enterprises will bring some guidance to the future transformation and development of Quanzhou footwear industry.

Under the condition that capital operation brand is far ahead, the brand of the third camp of Quanzhou shoe industry can go forward bravely, and take the unique way of independent innovation in product development and marketing. Once again, let people see the entrepreneurial passion of shoemaking enterprises and the strong vitality of this market. Ding Shizhong, chief executive of Anta Sports Products Limited, said earlier in an interview with reporters that he supported the innovative spirit of enterprises. He believes that Jinjiang's small and medium-sized brands can fully differentiate their marketing channels to their own characteristics. A century old shop does not necessarily have to make the market big and complete. As long as it is unique and irreplaceable in a certain field, it can be made into a century old shop. China's market is still very large. With the acceleration of urbanization in China, there is still room for the two or three line market to wait for enterprises to dig. In addition, China's huge consumer market has provided more possibilities for new technologies, new brands and new services.