How Does The Two Or Three Line Sports Brand Create A New Blue Sea From The Crowd?

July 7th hearing in China, Gym shoes The market has a scale of 60 billion, but for small and medium-sized shoe enterprises, large scale also means big competition and big elimination. So, a large number of small and medium shoe enterprises. Marketing Management The cost is higher and higher, but the profit is getting lower and lower. Then, how can Jinjiang's two or three line sports brand create a new blue sea from the surround of heroes?

A few days ago, Mr. Ma Yanhong, deputy general manager of Bao Da, visited Quanzhou TV's "brand Quanzhou". The National Rubber Product Standardization Technical Committee, rubber shoes (vulcanized shoes) technical committee secretary general, Zhao Meng, the famous marketing expert, and Shi Qiang, general manager of search shoe net, were invited to participate in this small and medium sized shoe enterprises breakout forum. For the two or three line sports brand, differentiation and short essay breakthroughs have become the consensus of the industry.

　 Sword moves forward to enter vulcanized shoes Market

Choice is more important than hard work. Chun Ming, deputy general manager of Bao Da shoes industry, has a brief sentence to include Bao Da's outlook on the vulcanized shoes industry. In fact, both skateboard shoes, vulcanized shoes and mountaineering shoes have a common character: they are a series of shoes that are stripped from the market of sports shoes.

"Before making a choice, we did a long time market survey," he said. At that time, the neighbors were all doing sports shoes, but we found that there were very few enterprises that made vulcanized shoes, and only six of them were able to get on the table. At that time, we were thinking about the future of the market, what would happen in five years, what would happen in ten years? It is important to do what is important, but what is more important. " Chun Chun said.

In recent years, vulcanized shoes have become popular among young people. They become fashionable shoes that transcend the concept of cloth shoes, carrying more cultural and fashion contents. This is also closely related to the trend of retro fashion. Ma Yanhong, Secretary General of the technical committee of rubber shoes (vulcanized shoes), said that the development of vulcanized shoes was very good in the 50s to 70s of last century, but the market began to decline in the late 80s of last century. In recent two years, the development has begun to grow rapidly, especially in foreign countries, especially those in Hollywood who are selling big names, or even on the fashionable occasions.

At present, the domestic vulcanized shoes brand is neither like the leader of CONVERSE, but also has few brands. After all, the technical threshold of vulcanized shoes is high, and the development of branding can completely fill the gap of the Chinese market. Ma Yanhong said that the vulcanized shoes are made of rubber, fabric or leather, rubber as the base material, processed by bonding, molding or injection, and then vulcanized under certain temperature and pressure, giving the upper and sole high strength and high elasticity, and making the two firmly bonded together, so it is called vulcanized shoes. "The whole pair of shoes is not only comfortable, soles are elastic, but also green and environmental friendly, which is in line with the trend of low carbon popularity prevailing in the shoe and clothing industry. The vulcanized shoes also fit the trend of the big industry, and choose a small product," says Ma Yan.

　 Cross boundary differentiation and personalized marketing

Why not compete with the mature sports shoes market and develop a growing vulcanized footwear market?

Since blindly doing comprehensive products, there will be two problems: one is the increasingly serious homogenization of products, and the other is that enterprises can not concentrate on making full use of the existing resources. Product homogenization will cause tens of thousands of competitors in the footwear industry, making it impossible for an enterprise to target a competitor. And the strategy of differentiation is used by Bao Da, making it the only "CONVERSE" leader in the vulcanized shoes market. {page_break}

In addition to the differentiation of products, it has also been recognized as the best match in the world fashion trend. CONVERSE from the United States has been recognized as a perfect match in the world fashion trend since its brand name Levi's. In other words, jeans and vulcanized shoes have always been fashionable vane.

Needless to say, the cooperation between CONVERSE vulcanized shoes and Levi's jeans is successful, but the cooperation between them is limited to each other. And the domestic brand of jeans in the Bao Da alliance, through the format integration, chain the "jeans and vulcanized shoes" in a shop, shoes, pants, trousers and shoes, and penetrate through the channels of each other, and let the "jeans + vulcanized shoes" be the fashion lifestyle to subtly convey.

"When do you need Bao Da? When you wear jeans," Mr Chun also said that the cross-border cooperation mode of "jeans and vulcanized shoes" provided a rapid rise of the brand.

"We call Bora's" jeans + vulcanized shoes "chain terminal mode as cross-border marketing. Cross boundary 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, enabling consumers to be interested in your products. " Zhao Meng, a well-known marketing expert, said.

　 Independent brand specializes in Internet market

In the field of electronic commerce, although Bao Da is still in the state of exploration, the marketing and operation mode of e-commerce is still in the trial stage, but Bao DA has its own plan.

Mr Chun said that Bao Da had done some e-commerce operations and tried to outsource the brand to other electric providers. "But we stopped, because online brand sales will grab brand performance. We will launch an independent e-commerce brand called "ZK" in 2012, and we will implement the double brand operation mode. So online and offline brands will not fight. We will work hard to promote the brand of "ZK" on line, and make this brand grow stronger and stronger. Chun Chun said.

Shi Qiang believes that the networking of brands is very important. This 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 Internet should be regarded as a huge market for publicity. This is not only a test for Bao Da, but also a test of the whole shoe industry that wants to set foot in the field of electronic commerce. Today, with the rapid development of information technology, how to seize the eyeballs of consumers is also a problem that we need to consider carefully. At the same time, we should pay more attention to the needs of consumers. Shi Qiang said.