The Brand Awareness Of Shenyang Footwear Industry Is Beginning To Grow.

Over the years, China's footwear industry has formed four bases, namely Fujian Jinjiang, East Zhejiang Wenzhou, Guangdong Dongguan and Sichuan Chengdu.

However, in recent years, because land and resources are becoming increasingly precious, the resource competition between enterprises is very hot. Some visionary investors turn their money to the Northeast market.

Northeast has become the "gold rush" of shoe enterprises.

All kinds of gold rush teams went north to seize the site, and the northern shoe enterprises in the Liao and Shen dynasties blossomed everywhere. From the initial "spark" to the initial scale, they gradually embarked on the road of brand development from the initial style, quality and counterfeit.

Shenyang's real estate shoes, like waking up from hibernation, began to rise suddenly.

For a long time, the footwear market in Northeast China has been dominated by Southern shoes.

With the development of economy, the coastal areas are gradually saturated by the market, and it is easy to see the difficulty of developing the market rapidly on the basis of saturation.

Astute Wenshang early saw the great potential of the Northeast market and began to extend its development to the northeast.

Shoemaking enterprises in other regions have begun to set up factories in Northeast China, and the trend of "moving south to the north" is rising.

Jilin, Heilongjiang and other provinces have attracted more and more attention. Many southern shoe companies have invested in the revitalization of the old industrial bases in Northeast China, forming a powerful force to gradually cover the Northeast market.

Shoe market also began to appear bigger pattern change, from before "South shoe North tune" till now "North shoe south is pported", all explained North shoe industry production base expands in recent years.

Shenyang real estate shoes frequently appeared in the domestic market, and a large number of Southern merchants wholesale Shenyang real estate shoes.

The shoe market in China shows a new trend of "North shoe South pportation".

The general manager of a shoe enterprise in Shenyang told us that "Hangzhou merchants generally get goods from Guangzhou. In the past two years, we have received orders from several large customers in Hangzhou, each with 10 thousand pairs.

Now we have fifty thousand or sixty thousand pairs of sales each year in the southern provinces. "

Shenyang's real estate footwear industry has become the new favorite of all provincial shoe markets in addition to Taiwan.

According to incomplete statistics, at present, more than 80% of the middle and low grade shoes come from the Liao Shen area.

Besides focusing on the domestic market, Shenyang's real estate footwear industry will also focus its attention on foreign markets. Neighboring Russia and North Korea will be the main export countries.

Foreign markets will become an important highlight of Shenyang's real estate shoes.

Brand awareness is growing.

In addition to focusing on production sales and processing, Shenyang's real estate footwear industry is also gradually developing towards branding.

Without brands, enterprises will have no soul.

They began to pay attention to the pformation from quantitative change to qualitative change, focusing on improving product quality and service, and strengthening brand awareness.

At present, 25% of Shenyang's real estate shoes have their own registered trademarks. "Boya", "northern girls", "pretty ladies", "new ideas" and "ETUDE Weiss" have become well-known brands all over the country, and are well received by consumers.

Brands such as "Boya" and "beautiful ladies" have entered various shopping malls in Shenyang, and have begun to win a place in the middle and high-end sales channels.

With the precise control of the market and the strength of the local people, coupled with the experience in the rapid processing and processing of Southern shoes, Shenyang's real estate shoes are not falling in style or price.

Exquisite workmanship and superior quality make Shenyang real estate shoes have a strong competitive advantage.

In terms of sales, from the original sales department interface market to the marketing center of the system, the professional management system is established, the resources of all aspects are integrated, the feasible branch operation mode is provided, the regional market is operated by Brand Company, the extensive management and family management of the regional market are changed, and the comprehensive quality of the retail terminal is improved.

Seeking regional industrial scale advantage

In addition to achieving breakthroughs in production and sales, Shenyang's real estate shoes also pay much attention to the reputation of products in the development process of the brand, and create an honest market.

It can be said that quality and credibility determine the fate of the shoe production base.

Therefore, the shoe business operators organized by the municipal government often go to Italy to attend the shoe exhibition in Milan, go to Russia, Australia and Chengdu, Guangzhou and Wenzhou, and other advanced shoe making bases with advanced experience to learn and learn. In order to rationalize the resources of the shoe industry in Shenyang, organize Shenyang shoe enterprises to carry out standardized production and operation.

The production and processing base of China shoe city, currently under construction, will concentrate Shenyang's and even larger scale shoemaking enterprises in the whole country, and introduce advanced production lines from abroad to create the cradle of boutique shoes.

It can be said that in order to make Shenyang's real estate shoes on the branding road and establish a good reputation among consumers, the government and footwear enterprises have made up their minds to invest heavily to rebuild the shoe industry in the north.

Shoe enterprise linkage 1+1>2

On the one hand, the reshuffle of the market has certain advantages for its development brand after the emergence of Shenyang's real estate shoes.

Another important reason is the accurate grasp of market information and consumer demand of Shenyang real estate shoes.

Before the financial crisis, southern shoes were significantly superior to Shenyang shoes in terms of export advantage.

However, after the outbreak of the financial crisis, the export of footwear products has dropped sharply, and the South shoe which has to turn to domestic market has been unable to grasp the pulse rule of the domestic market in terms of style and price.

As a result, Shenyang shoes took the lead and won a breakthrough in market development.

Zhu Yingjie, general manager of the British shoe industry, said in the times business, "the order of Shenyang shoe enterprises in the first half of 2010 is close to full warehouse, and the average profit of a pair of shoes has been firmly locked in 15 yuan. Now it is a shortage of workers. Due to the relative shortage of manpower, many orders are afraid to pick up."

Of course, the resources of self development are always limited. When emphasizing self pformation, Shenyang shoe industry also has linkage with foreign shoe enterprises from time to time, which promotes the prosperity of footwear industry.

Recently, the first leg of "Chengdu shoes, national line" came to Shenyang, the Northeast footwear industry distributing center. Its purpose is to promote the common prosperity of the footwear industry in the two cities through the interaction of the two cities, so as to realize the common development of Chengdu shoe industry, Shenyang shoe market, buyers and agents of both places.

In Shenyang, a South Tower, China shoes city has an annual sales volume of more than 6 billion yuan. In this large-scale footwear distribution market covering the northeast, a large number of Southern merchants are pouring into Shenyang, and merchants from Northeast China are also actively seeking deep cooperation in the south.

The interaction between the two cities needs to be carried out for a long time, which will effectively promote the common development of the two markets.

Agent: the beginning of action begins with the market.

"Southerners can spend a year on a pair of shoes, because the North needs 6 pairs of shoes a year," he said.

It is in the Northeast China that the market development space is quite large and the consumption power is increasing. The shoe companies in the South have begun the war of development in the Northeast market.

But the market is becoming more and more unpredictable, making all the agents of Shenyang shoe city very upset. The traditional advantage of developing market and rectifying the market by experience and products will be gone forever. Empiricism makes them make a lot of mistakes, and the backlog of inventory is increasing.

On the other hand, the escalation of the consumer class makes it difficult to satisfy the tastes of consumers, and the temptation to rely on products to attract consumers will become smaller and smaller. After all, not every season will have good products.

Various factors have led agents to upgrade their ideas.

First of all, we put forward new requirements for market consolidation.

In the operation of the market, many brands' terminal networks are extremely chaotic. Many agents even do not know the market positioning of their products. They complain about the bad business, but do not analyze the consumption trend of the market.

Nowadays, many wholesalers will ask specialized supervisors or business personnel to go to the market to investigate the market, resolutely eliminate unqualified customers or customers who can not keep up with the concept, and give firm support to the confident franchisees. Combined with the market's overall segmentation and repositioning of their products, we should strengthen the existing channel sales while developing other sales channels including the Internet.

Secondly, many agents of several big shoe cities in Shenyang pay special attention to the current advertisement.

In particular, the agents of Southern shoe enterprises are facing fierce competition in the footwear industry in Northeast China. They also realize that if they want to dominate the market share, they can not win by quality alone. The age of speaking on products alone has long ceased to exist.

Although there is a good slogan, "do not look at advertisements to see the effect."

But the most consumer shopping is whether the product has been commercials, after all, the cycle of efficacy is too long.

In shopping malls such as battlefields today, the smell of wine is also afraid of alley.

If you do not know how to shout, the good wine in the deep lane will also be eliminated. I'm afraid that alley will become the tomb of wine.

Nowadays, consumers are not only seeking material satisfaction, but more consumers are already seeking spiritual level.

In addition to good products, we should also pursue the brand of products.

South shoes, which are difficult to survive and develop, have begun their own brand promotion in Shenyang's media.

For example, PEAK directly supports Liaoning Hongyuan and Jobon to expand the Northeast market.

XTEP took a new fast train, and the "fast women" five group signed a group of XTEP. In October 10th, they performed tours at Changchun Railway Station, all of which are the force of XTEP in Northeast China.

Thirdly, the shortage of talents makes the agents pay special attention to the cultivation and use of marketing talents.

Indeed, in today's economic era, the importance of talents has long been an indisputable fact.

The wholesalers in Shenyang not only began to search for talents, but also paid special attention to personnel training. In addition to importing talents, they often invited professional trainers to cultivate systematic knowledge for their employees.

Wholesalers are willing to spend large sums of money to hire talents because they understand that today is the era of knowledge economy, "knowledge is wealth, talent is profit".

It can be said that this is the most typical characteristic of knowledge economy.

Shoes are silent, and history knows.

Over the years, the northern footwear industry has gone through a rather formal and self-regulated childhood. It has also experienced the rapid growth of puberty before the financial crisis. Today, unprecedented pressure is pushing the shoe industry in the north to change again. Under the crisis, shoe manufacturers are closely following the trend of regional development and take the opportunity to develop this new market in Northeast China, which undoubtedly brings a great opportunity for innovation to the northern footwear industry.