The Wave Of Cloth Shoes Swept Jinjiang &Nbsp, And The Market Segmentation Is Bright.

On July 6th, in the product exhibition room of "Heren brand 2011Q3Q4 new conference" held by Heng Ren (China) Limited, rows of colored cloth shoes hung up were particularly noticeable.

One of them is the fashionable EVA disposable shooting style, and the UGG shoe boots.

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After years of development, cloth shoes have become the main force of the footwear industry in Jinjiang.

Compared to many years ago

However, compared to the traditional sports shoes, as a rising star, how can cloth shoes create the story behind their brands by creating cloth shoes culture, thereby maximizing the product line and solving the problem of cloth shoes being confused by season? And how to drive the market consumption concept, so as to make a maximum volume of cloth shoe segmentation market?

The two camps appear.

With the development of science and technology, basketball shoes, tennis shoes and so on are more and more high-tech and professional colors, and cloth shoes are increasingly becoming the favorite category of young people who pursue fashion and leisure lifestyle.

In the face of hundreds of millions of market demand every year, it is not surprising that many enterprises are interested in it.

In addition, in the past two years, the antique wind swept across the country, green environmental protection also quietly moved the heart of the consumer, this also made a few years ago to force cloth shoes of constant people, foot tasted a trace of sweet, a lot of later people, such as Wan Jiaxin, through the development, these enterprises gradually become a permanent representative of the combination of garden shoes with the taste of cloth shoes and Ashikagashita To as the representative of the traditional cloth shoes two camps.

According to the introduction, in the early years, the constant people started with slippers, and its product line was basically extended according to the crossover of slippers. Thus, people often saw more products in the store at Heng people's shop. The products were mainly produced by EVA disposable shoes. In order to enlarge the concept of cloth shoes, the revolutionary EVA of the constant people and Wan Jia Xin COLORFISH replaced the disposable EVA shoe upper with canvas instead. Therefore, the cloth shoes combined with the shoes of the garden shoes were solemnly put on the stage, which has become a model for the new generation of cloth shoes in Jinjiang.

In the previous large-scale exhibition of shoes, Zou Chunshan, who is the head of brand COLORFISH brand of Wan Jia Xin Shoes Co., Ltd., said that Colorfish has always been famous for its fashion and leisure. The main production shoes are the latest fashionable garden shoes. At the same time, the latest fashion models of sweet round head shoes, simple fashion canvas shoes, and shoes hollowed sports sandals are developed and designed, which are popular with young women.

According to the insiders, fashion shoes are not only embodied in shoe design, but also depend on good skid resistance and comfort, and so on, which are derived from the garden shoes. The rich performance advantages of COLORFISH can be quickly seen in the market.

In contrast, Ashikagashita To and Bao Da, on the traditional cloth shoes technology, have refined, blended and instilled their own culture. Now they have become the norm of cultural cloth shoes, and Ashikagashita To has a cloth culture system with the core of "cloth entanglement and cloth cups".

Of course, regardless of which product series is dominant, product positioning depends on brand positioning. Different product combinations show different brand positioning and culture. In Heng Ren and Ashikagashita To, we see two distinct cultural styles.

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Two ways of promotion

I remember that in November 18, 2007, Heng people shouted the slogan of "the first brand of Chinese canvas shoes" in the "heavy attack" Heng people canvas shoes 08 spring and summer new product ordering conference and conference.

Nowadays, the constant people who pform from the slippers to the canvas shoes market do not mention all the positioning of "cloth shoes".

Leather shoes, snow shoes and snow boots all appeared on the spot at the order meeting of the people just ending in mid June.

"Positioning ourselves too narrowly, and making it difficult for us to go in the future, we might as well sell a culture, that is, cloth shoes, fashion and leisure culture. Based on such a cultural concept, we not only extend the product category to the maximum extent, solve the defects of seasonal impact on cloth shoes, but also expand the meaning of casual shoes, and gradually guide the pformation of domestic consumers in the fashion consumption concept."

Heng people responsible person said.

On the other side, Li Huawei thinks, "to be fashionable, we must first solve the design problem. Although we can simply use bright colors, cute little patterns and other designs to attract the attention, we can make fashion full of brand flavor by combining the current hot development of products."

To achieve this goal, Ashikagashita To has been working with German designers for a long time.

On the side, Ashikagashita To used organic cotton and other materials imported from South Korea to produce and soles were made of natural rubber as sole materials.

"Because the green environmental protection of cloth shoes conforms to the current low carbon trend, this should be regarded as a popular trend in the whole shoe and clothing industry, and it is also a new goal we put forward in recent years."

Li Huawei said.

Symbol of leisure fashion

In 1917, the first pair of ConverseAllStar shoes were born.

Since its appearance, Converse has become the world's household name for canvas shoes. It has become a symbol of the American cultural spirit with McDonald's fast food, Coca-Cola drinks and Levi 's jeans.

The popularity and success of CONVERSE cloth shoes is because it makes a culture of cloth shoes. It brings people an idea that when wearing Levi 's (Levi's) jeans, they must match the flat bottomed and lightweight CONVERSE canvas shoes for beauty and taste.

In China, the traditional cloth shoes, which are thousands of years old, have been in the history of thousands of years. If we can excavate the traditional Chinese culture deposits in the modern canvas shoes culture, the market reaction in the future will not be underestimated.

Although most of the people are still unfamiliar with the present foot, Li Huawei is still very optimistic about the prospect of shoes that he has to climb.

As Chun Ming, deputy general manager of Bao Da shoe industry limited, describes the vulcanized shoes and jeans as the vogue of classic fashion. The famous stars of Hollywood, or the celebrities who often appear on fashion occasions, will walk on the red and blue stripes, yellow shoes, or thick striped shoes with red stripes, and familiar army green "release shoes".

In fact, the consumption concept of sports shoes was also popularized by enterprises in Jinjiang.

Nowadays, people's lifestyle is becoming more and more exquisite. People's shoes are all about "big and all" or "small and all". They wear shoes all over the world, no matter what they wear.

But now, as people pay more and more attention to quality of life and enjoy life, the distinction between shoes is becoming more and more detailed, and cloth shoes may be a promising market.

However, Hu Baoming, a famous marketing expert, suggested that when marketing cloth shoes culture, enterprises should weaken the seasonality in brand building and promotion, and try to avoid the lack of seasonal influence of cloth shoes products, and guide "a kind of fashion and leisure culture's cloth shoes taste".

When planning products in exclusive stores, we should make a fuss about functionality. We should not only distinguish the seasons, but also distinguish the creative designs of different occasions, environments, roles and tastes.

Of course, based on the fashionable culture of cloth shoes, the brand should do well in the cross boundary extension, enrich the product line, ensure profitability, and really keep abreast of fashion trends.

This is more rational than the two years ago when enterprises put forward a simple slogan.