Multi Point Analysis: Differentiated Marketing Of Small And Medium Shoe Enterprises

July 7th China sports shoes market has a huge scale of 60 billion yuan, but for medium and small size

A unique line of "non sports marketing"

Shi Chunming said that an important breed of vulcanized shoes is at present.

"The shoemaking industry in Jinjiang has been developing for more than 20 years. Now we can not be like Anta and XTEP in the same year. Step by step, we start to accumulate slowly from small workshops. We can only follow the principle of high platform diving and make good use of the market, good technology and good platform to achieve leaps and bounds.

In the long run, market research was carried out by PDA before deciding to go on the choice of differentiation.

At that time, the neighbors were all doing sports shoes, but we found that there were very few enterprises that made vulcanized shoes, and there were only six vulcanized shoe factories that could get on the table.

He said, "we did a full investigation and analysis at that time.

What is the future of this market? What will happen in five years? What will happen in ten years? After considering the opportunities and prospects of the market, we have chosen this market.

So I always feel that it is very important to do what is important, but what is more important to choose, for example, if there is a race between Boulter and me, I will still be the second in the world even though I am lagging behind.

After choosing vulcanized shoes market, how to do marketing positioning is put on the table.

In view of the current popularity of mass sports activities, the concept of "non sports line" is proposed.

Since it is a "non sports marketing route", then words such as pcendence, leaping and passion can not appear in the promotion of Bao da.

As a result, Bao Da decided to popularize the new concept of vulcanized shoes, that is, "jeans + vulcanized shoes".

Viewpoint two cross border cooperation to achieve terminal network fission

Fruit juice and milk were born, and the fruit red milk products such as the Wahaha nutrition express line were sold. Experts called it "category crossover". When promoting sales, Coca-Cola made promotional prizes with Lenovo products and Tencent Q coins, and experts called it "promotional crossover"; Kappa collaborates with Dongfeng Citroen C2-VTS new car listing, and launched a special costume named "C2-Kappa show dress", not only displaying it in Dongfeng Citroen store, but also entering more than 100 flagship stores in the country, which experts call "marketing crossover".

There is no doubt that the trend of cross-border cooperation has gradually penetrated into various industries and is becoming more and more violent.

Actually, it is a cross border cooperation mode of operation, which is the cooperation between categories.

Chun Chun said: "our idea is to ally with jeans, shoes do not grab pants, pants do not grab shoes.

Through the infiltration of each other's channels, not only can it bring about the fission of the terminal network, accelerate the penetration of the network, but also can pfer the jeans and vulcanized shoes into a fashionable lifestyle.

In addition to joint jeans brand "channel implantation", in the store's own structure planning, it will display 60% vulcanized shoes, 20% shoes and 20% jeans.

"We will completely retain the tag of the other brands on display, and our ultimate goal is to integrate the fashion trend of jeans and vulcanized shoes.

We need to integrate vulcanized shoes and jeans into a terminal.

Chun Ming said, "our main consumers are teenagers, and the market for colleges and universities is the market we want to develop.

The price of our vulcanized shoes is very reasonable, which is suitable for the consumers of colleges and universities who can not afford to buy very high quality goods and do not want to buy them. The products are in line with their fashion consumption concept.

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Viewpoint three finding new ways in market segmentation

When it comes to how the small and medium sized shoe enterprises in Quanzhou can take the road of differentiation and do well in cross-border marketing, Zhao Meng said, first of all, we must strengthen our understanding of the industrial structure.

The current situation of China's shoemaking industry is the scale of competition between the first and second brands. The small and medium-sized enterprises are struggling, and the profit margins of agents and retailers are constantly being compressed.

If SMEs want to seek breakthroughs, they must avoid the red sea of the industry and seek a category in the fragmented market.

Transboundary marketing is a mutually beneficial marketing mode. Two or more products of different categories form a unified style, which is very attractive and shocking to consumers. It can make consumers interested in these products.

"To achieve cross-border marketing, we must be good at finding new integration points with other products, such as Japan's use of nanotechnology to make the mask industry, and find another way but it is just right. The combination of the two makes Japanese mask a landmark industry.

For example, Zippo Lighter makes perfume, and it makes consumers feel that they are using Zippo perfume to spray gasoline. The strong smell of tobacco makes male consumers feel this is a wild thing. Zippo perfume has been a great success. "

Zhao Meng said that cross boundary marketing can enable enterprises to make good use of the characteristics of their products and form complementary products with different categories of brands so as to achieve leapfrog development.

Zhao Meng said that at present, there are usually three kinds of crossover methods in footwear industry.

First, product cross boundary design.

Some people also call it "pboundary design of category". Its essence is an innovative behavior of product development, but usually it is promoted to brand strategy behavior.

For example, "pboundary shoes" is a new concept of footwear based on the increasingly diversified needs of consumers.

In 2010, Hongkong Baofeng New International launched the cross border footwear of the treasure style fashion. Its "crossover" is reflected in the upgrading of many indicators on the basis of the traditional slippers in terms of style design and comfort and freedom.

Second, brand cross-border marketing.

This is a bold breakthrough and innovation in brand operation, creating many wonderful examples of "making money together".

For example, Ferrari and Todd cooperate in the promotion of driving leisure shoes, which can be called "amazing" brand cross-border marketing.

Third, cross border innovation.

This refers to selling different products at a terminal. Apart from the previous model of "jeans and vulcanized shoes", the extension of ABC children's shoes is also an example of selling sports shoes, leather shoes, casual shoes, canvas shoes, roller skates and toy shoes in a store.

Zhao Meng said that there are many ways to cross the footwear industry, but the core of cross-border is innovation, bold reference, grafting other products, industry's ideas, patterns, resources and methods, which is more needed for the increasingly competitive Chinese shoes and clothing brand, especially for small and medium-sized enterprises.

But before going across the border, shoes and clothing enterprises still need to master some principles and skills, otherwise it is easy to make a fool of themselves and make clothes for others.

In this increasingly homogenized market, only by establishing its own characteristics can we take a place in the market.

Point four can cooperate with the total network agents.

Shi Qiang believes that there are many innovative and innovative ideas in the field of e-commerce, which need to be jointly realized by online and offline businesses. In some ways, cooperation between traditional enterprises and online enterprises is also a marketing of cross-border cooperation.

The blowout of online consumption has shaken the traditional channel system. This trend is not only manifested in the concern and participation of mainstream brands and mainstream channels, but also manifested in the infiltration and integration of traditional channels and network channels.

For example, the acquisition of the Taobao network by Gome and the joint Hunan satellite TV show that online shopping channels are growing and growing across borders.

Such cross-border cooperation will also achieve the marketing effect of "1+1>2".

Brand networking is a very important thing, which includes product networking, publicity network and market networking.

Networking means that the product should have its own image and style of communication on the Internet. It should be combined with the network channels that consumers are accustomed to, and the network should be regarded as a huge market for publicity.

This is a new test of the whole shoe industry that wants to get involved in the field of electronic commerce.

With the rapid development of information technology, how to catch the eye of consumers is also a problem that traditional shoe companies need to think deeply.

For example, there is an American footwear brand that enables consumers to "DIY" their own shoes online, so that consumers can choose their own patterns of graffiti, so that brands can better interact with consumers.

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All kinds of "DIY" creative design competition is one of the most important means of marketing promotion in many industries at present.

When the production of water production becomes mainstream, the demand for individuation is stronger and stronger. The experience economy emerges as the times require, and the boundless nature of the Internet makes the experience a trend.

Enterprises create a kind of customer experience through the Internet, a stable, clear, unique and valuable experience.

The brand of an enterprise will be deeply printed in the minds of consumers in the unique experience of consumers. This is not only the "live" advertisement of enterprises, but also the unique feature of enterprises to win the market.

For example, the PEAK cup DIY design competition between PEAK and search shoe net enables brands to realize the creative economy and experience economy through the network technology platform.

"Is it the choice of e-commerce outsourcing or network agent?" this question is always in a dilemma for most Quanzhou shoe companies.

Shi Qiang said, "for traditional enterprises, self built e-commerce departments, the accumulation of target customers, personnel training, time and capital investment are all important problems to be faced.

With the help of e-commerce outsourcing, although many brands have embraced this way, it is difficult for e-commerce outsourcing providers to manage and control the risks and responsibilities of advertising expenses and commodity planning, so outsourcing mode is hard to be industrialized.

With the help of the mature third party e-commerce operators as the network general agent, we can help the enterprises to manage the network sales accurately, brand promotion and brand maintenance, and better serve consumers.

"Recently, our cooperation with camel Shoes Co., Ltd. and Bao Da footwear industry is a good example of cooperation between traditional SMEs and e-commerce operators.

For example, camel shoes industry has improved the development of e-commerce to the development strategy of enterprises, and has clear ideas and precise planning for the choice of e-commerce channels.

Enterprises will be responsible for the new product development, on-line release, product evaluation, online sales and other online operations.

And Bao Da aims to locate the market in Colleges and universities, and advocate a very young and fashionable life.

Shi Qiang said, "every category in the market competition is the sword, and the enterprise should do well the brand and the product at the two ends of e-commerce.

Enterprises can choose the best network agents to take charge of network sales, let the general agents participate in the ordering, and formulate corresponding performance indicators.