Analysis Of Brand Consumption Under The Background Of Brand Shoe Market Segmentation

July 8th hearing winter wear cotton shoes, summer wear sandals, is an instinctive behavior, however, in the era of market segmentation, many

"Breathe" into summer appeal

Sports shoes are divided into spring, summer, autumn and winter?

Although some people are not aware of this difference, some people will still wear a pair of sneakers from winter to summer. However, in different seasons, consumers' demand for sports shoes has changed. For example, in winter, more people will pay attention to the warmth retention of sports shoes, while in summer, they will pay attention to the air permeability and sweat absorption function of sports shoes, and also have differences in the choice of colors.

Hou Lidong, PEAK's public relations manager, said.

From the sales ranking of brand shoes enterprises, we can also find the trend of seasonal strengthening of sports shoes.

XTEP's "hot sale" list on the shoe online shows that the top 5 styles are bright, light and breathable canvas shoes, while the 361 degree "hot sales" list shows that the running shoes, bicycle shoes and vulcanized shoes are the most popular ones with breathability and fashion sense.

In the winter products of 2010, DuPont eco thermal cotton (a corn fiber material) was used, and the weight of PEAK shoes decreased by 1/4 compared with that of ordinary materials. However, the warmth of the shoes increased a lot.

The concept of "super light, ultra-thin and super warm" provided by this new product not only helped PEAK achieve the unit price increase, but also increased its sales volume by about 9%.

Compared with the winter products that focus on "warmth", PEAK uses a new type of breathable water repellent mesh cloth in this summer's new running shoes. This kind of mesh cloth solves the needs of summer sports sweating while increasing the waterproof function worn on rainy days.

"The new model has been widely recognized by consumers."

PEAK company responsible person.

Different functional materials have become the main distinguishing feature of sports shoes seasonality.

At this year's Shoe Expo, running shoes, made of soybean and corn fiber mesh cloth, are displayed at 361 degrees, mainly for the needs of summer sports for breathability, sweat absorption and antibacterial effect.

With the technology of "breathable technology", "anti ventilation technology", "cushioning technology of soles", "anti fatigue ergonomics technology" and other patent technology, the "sports shoes" are the main force of the wild sports.

The listing cycle will be shorter and shorter.

Another embodiment of the seasonal strengthening of sports shoes is the acceleration of product replacement frequency.

"Sports shoes were originally not seasonal products. Therefore, at the beginning of the development, many sports shoe enterprises only had two press releases a year, and the new products were only more than 100 in one year."

According to the insiders, with the improvement of the comfort and fashion requirements of the consumers, the sports shoes enterprises began to design different products according to the four seasons of spring, summer, autumn and winter, and the styles of the products also increased to more than 100 in one season.

At PEAK's just concluded orders, one quarter of the sports shoes reached 140, compared with the 197 models of clothing.

{page_break}

The seasonality of products is also reflected in the upper cargo band.

According to the above personages, the product life cycle of sneakers is usually two or three months, with 6 to 8 bands in one year, and the new products are on sale in different seasons. The shoes that are matched with formal shoes are not affected by the seasons. One style often sells for four or five months or even longer.

"The earliest distinction between winter and summer products was later divided into four seasons: spring, summer, autumn and winter, and from early spring, late spring, early autumn and late autumn.

The above told reporters that most of the brand sports shoes have been able to do the same according to the seasons, temperature and so on, and update the styles every month. The future listing cycle is expected to be further shortened to cope with the impact of external environmental changes on sales.