Sports Shoes Skillfully Use External Force To Carry Out Strategic Breakthrough

domestic

It is an indisputable fact that the domestic outdoor industry is heating up. It is a clear sign that the Pathfinder is going public, and more and more capital is entering a clear signal.

In the past 08 years, sales of outdoor industries were 3 billion 600 million, 09 years were 5 billion 300 million, and growth was almost double.

However, for the European and American markets, the outdoors in China can only be described as budding and elementary. The annual sales in the US market are about 200 billion yuan (RMB), and the European Union has about 300 billion scale. From the population base to the market capacity, the market will have infinite imagination in the domestic market.

The current domestic industry is like the sporting goods industry ten years ago. It is full of hope and wild growth. Today's Lining and Anta are all in the wilderness and become a sports giant.

From the consumer's perspective, as long as we observe carefully, we always see more and more young consumers walking in outdoor shoes.

Outdoor shoes and outdoor clothes are more sought after by consumers in the pursuit of outdoor freedom, comfort and fashion.

This is a mainstream consumer trend after fashion sports shoes. It has captured another Anta, XTEP, PEAK and 361.

(the outdoor shoes described here do not refer to professional mountaineering shoes or business casual shoes).

Missed, and can only rub arm with success.

Sports shoes 60 billion, and outdoors is not enough, the market comparison is not enough.

However, it is better to be a small market leader than to be a market leader.

Besides, the equivalent of the outdoor market will never be less than that of the sports goods market. The European and American markets are very good evidence.

A pair of shoes has created a big market, and a pair of shoes has created a large number of fast growing enterprises. The rise of Jinjiang can not be separated from the rapid rise of shoe enterprises. Anta, XTEP, PEAK, Jordan, 361, Hongxing Erke, Xi Dalong, noble bird, del Hui, and Golden Lake all grow from one pair of shoes to billions of large groups.

To choose the right strategy and opportunity is to choose the hope of success.

At present, the domestic retail price of sports shoes is about 200 - 300 yuan, while the outdoor shoes with the same production cost can be sold to 400 yuan, and the profit margins of natural outdoor shoes are better than those of sports shoes.

In terms of production equipment and production technology, there is not much difference between outdoor shoes and sports shoes, and there is no need for large-scale investment.

Perhaps because of this heavy reason, shoes companies such as del Hui, Jinjiang Fuxin and Fujian Lun Deng have already begun the test tour of outdoor footwear market.

Footwear accounts for only about 30% of the outdoor products, and it is the second largest category.

At present, domestic outdoor shoes are generally classified into mountaineering shoes, hiking shoes, beach shoes, tracing shoes and so on, while overseas categories include golf shoes, sailing shoes, field boots, field engineering shoes and fashionable outdoor shoes.

Fashion outdoor shoes are the largest category and the largest number of shoes.

Many people think that a single shoe product is not enough to form a sales scale, so they either come to clothing, shoes, backpacks, equipment or all kinds of products.

The US outdoor brand CAT sells a single shoe product for an annual sale of US $more than 400 million. The outdoor brand Merrell and Timberlahd are mainly shoes products. The annual sales are over hundreds of millions of dollars, while Crocs and Deckers are also shoes enterprises. The sales amount of US $700 million in Crocs and 1 billion 300 million in the Deckers year.

A single category is not the key to sales.

The amount of sales depends on the popularity of the product.

The problem of sneakers entering the market is not in terms of manufacturing capacity and cost control. The biggest is product R & D capability and quality management capability. There is not much difference between domestic and overseas in terms of simple shoes, but there is a difference between domestic designers and international designers in terms of aesthetics, fashion and style.

The biggest deficiency of domestic shoe enterprises lies in their independent style and serious lack of creativity in their own style.

In this era of lack, how to cultivate an excellent design team, and design the product and brand value part, and let design become the engine of brand take-off, is the key to consider whether a shoe enterprise can create the overall situation.

Kappa has made the answer for us by taking fashion design as the guide and making the brand soaring rapidly.

Whether shoe industry or outdoor industry strategy is lacking is a universal problem.

The imitation and plagiarism of sports shoes, and the advertisement of speculation and homogeneity can be seen as a lack of overall strategy.

And the outdoor industry dropout is professional mountaineering, whole product line with the global brand network - lack of strategy.

When shoe companies enter the outdoors, they will have different priorities, different product strategies and different brand strategies as the latecomers.

How to formulate a suitable development strategy is a question whether Guan Fu can develop future problems.

There are differences and risks between the shoe companies and the market terminals.

Most shoe companies have become accustomed to living simply for the sake of life, or simply for a wholesale way of existence.

Channel and terminal are key links for products and consumers to use docking. An enterprise can not control sales and control their own destinies without controlling channels and terminals.

The author has participated in an outdoor brand ordering meeting. The brand is only a carrier. Shoes are developed by a shoe manufacturer in Jinjiang. Clothing is developed and manufactured by a garment factory in Anhui.

The ordering business will provide hundreds of shoes, but the order will only be three or forty by the customer. The shoe technician who takes part in the on-site presentation and ordering will witness a miserable and helpless feeling after months of hard work, which can not be described in words.

This is what we want to get in the hands of others.

Channels and terminals are important resources for enterprise growth.

No channel and terminal external force pull, can not make strategic pfer landing.

The rapid rise of a large number of shoe companies such as Anta and XTEP is inseparable from strong channels and terminal development.

Without the rapid development of channels and terminals, Anta and XTEP can not be seen today.

Rapid construction and development of channels and terminals, so that channels and terminals to stimulate sales, so that the product brand embarked on a healthy operation channel, is another important point for shoe enterprises to fight.