Analysis On The Market Competition Of Chinese Sports Brand Shoes And Clothing Industry

September 22nd,

At present, most of the sports brands are on the two or three line in the whole Jinjiang area of Quanzhou.

Under the influence of the rising cost, many enterprises turn from foreign trade to domestic sales. Although the domestic market is very large, there are many people competing for it. There are dozens of famous brands such as Lining, Anta, PEAK and so on, and the technological development, capital and manufacturing strength of the two or three line brands are different from those of the large brands, resulting in the weak competitiveness of small and medium-sized enterprises, and also aggravating the tragedy of "Assimilating competition" in the sports shoes and clothing market.

The market competition of sports shoes and footwear industry in China mainly includes the following aspects:

First, the fabric or new production process of finished shoes is very fast and has a high penetration rate. Many shoe enterprises purchase raw materials are concentrated in the same place, and the fabrics purchased are almost the same. The difference is that the fabric with stronger capital mobility and larger fabrics purchased by the larger enterprises is more affordable and the product publicity is different, resulting in the lack of core competitiveness of the independent products, which is very serious in the shoe market.

In addition, compared with the international brand, the two or three line shoe enterprises are extremely small in R & D and experiment input. Due to the limited funds, enterprises do not really realize the development of functional technology products. The products developed by such enterprises are only "beautiful appearance" and lack practical ability.

Therefore, the assimilation of local sports brands on raw materials is very prominent.

Two, every time the international brand launches new shoes, then all small and medium-sized enterprises invariably appear Shanzhai products, although the grades are low and the quality is poor, but for the enterprises, this is not a competitive ability, but a new market opportunity.

The introduction of new international products means that enterprises once again imitate the opportunity to follow. Nowadays, the same type of plate, the same parts design, the same pattern style, and the homogeneity of fabrics lead to the fact that consumption can not distinguish the difference between the international brands of the same line.

As a small business, although it can take the road of imitation, but lacks brand awareness, Huicong shoe net Xiaobian recommends that enterprises only create their own brand is the top priority.

Three, leisure time in television or Internet, we can easily find that many local irrational brands often call brand culture and brand spirit; while first-line brands often attach importance to product quality and practical functions of products, in the Chinese market, only ensuring product quality is the absolute principle.

For brand names, brand spirit and product culture are important, but there is no need for a big publicity campaign. It is important to be realistic and market-oriented. Good product copywriters are important, but we need to understand the inner discipline of products. Besides, most local sports shoes and shoes rely heavily on the external beauty of products while ignoring the inner beauty of products.

Four, domestic sports brands lack strategic objectives.

The strategic goal is the foundation of all activities and organizational structure of an enterprise.

As the two or three line brand, some enterprises always burn money blindly, but after putting into advertising budget, they fail to achieve the desired result.

Because two or three brands should set up sound strategic goals as early as possible.

Nowadays, the core of business should be based on the origin of customer management. Because the market exceeds demand, consumers begin to dominate the market and the era of customer economy is coming.

Only by taking the customer value as the core can any product achieve victory from the confusion of brand strategy.

The competition of sports brand shoes enterprises in China is very fierce. If we have a high reputation and authority, we can get on like a duck to water. But the two or three line sports brand must set up a vision, tailor new business objectives for ourselves, get rid of the difficulties of enterprise development, and cultivate new products in order to remain invincible in the shoe market.