Brand Development Report Of China Footwear Industry

Since 80s, with the implementation of the reform and opening up policy, China's shoemaking industry has made rapid progress.

According to statistics, during the 10 years from 1985 to 1995, China's footwear industry developed a "three jump" rapid development, that is, 1985 to 1989 is the run-up stage, 1990 annual output increased to 26.8 pairs, the first jump; 1994 annual output increased to 3 billion 890 million pairs, second jumps; 1995 production reached 5 billion 730 million pairs, completed third level jump.

In 1997, the output increased to 6 billion 290 million pairs, averaging one pair of shoes per person in the world in one year.

The leaping development of China's shoemaking industry has led to the rapid growth of China's footwear exports. After nearly 10 years of rapid development, the average annual growth rate of China's leather shoes industry is 23%, much higher than that of China's GDP.

In recent years, China has produced 6 billion pairs of shoes each year, accounting for 60% of the world's total shoemaking. It is the world's largest shoe manufacturing base.

China is also the second largest footwear consumer market in the world, accounting for 22% of the world's total consumption, second only to the United States.

China is also the world's largest exporter of footwear, and footwear exports account for more than 53% of the world's total exports.

At present, there are about 20000 Chinese leather enterprises and 1 million 600 thousand domestic employees in China's shoemaking industry.

85% of the total domestic footwear is low and medium grade, while most of the middle and high grade shoes are imported from abroad.

China's shoe brand cluster and geographical distribution, China's shoe brands are clustered.

Generally speaking, it can be divided into four clusters.

First, the Guangdong footwear industry base, represented by Guangzhou, Dongguan and other places, mainly produces high and medium class shoes. Brand representatives are: new Belle, Saturday, beast king, new tiger, SKAP and so on.

Two is Wenzhou, Taizhou and other places as the representative of Zhejiang shoe industry base, mainly the production of low and medium shoes; brand representatives: AOKANG, red fine dragonfly, Kangnai, Yelkang, jelda, Zhuang Ji, FED and so on.

The three is the western footwear industry base, which is represented by Chengdu and Chongqing. It mainly produces women's shoes. The brand representatives are: Emin, Cage, red straw hat, Dan Lu and cam Mei do.

The four is the footwear production base represented by Quanzhou, Jinjiang and other places in Fujian, mainly producing sports shoes; brand representatives: Anta, Hongxing Erke, 361 degrees, del Hui, Fu Wei bird and Mu Lin Sen.

The three main channels of Chinese shoe industry brand marketing analysis are that the competition of shoe market is more and more in the competition of channel, and the competition of channel is more and more represented by terminal competition.

Franchised stores, shopping malls and shoe industry supermarkets are the channel models of shoe terminal distribution. From the development process, the three have their own strengths and weaknesses.

(1) the advantage of exclusive stores is that the brand image of shoe companies is guaranteed, funds are quickly refunded, information feedback is timely and effective, and its drawback is that products are single, brand is single, selectivity is poor, and in addition, they are greatly influenced by ideas and climate.

In November 1998, AOKANG founded the first shoe store in Wenzhou. Since then, "Monopoly chain" has been popular in the footwear industry of Wenzhou. Some large and medium-sized shoe companies have followed suit. At that time, the number of shoe stores opened at the end of the store has become a standard to measure its brand strength.

For a time, Wenzhou brand shoe stores that unified their image and unified prices sprung up all over the country.

By 2001, the number of shoe stores in Wenzhou reached 3 at the peak, but the efficiency of a considerable number of enterprises declined.

By the end of 2003, some enterprises that were hard to sustain were overburdened and began to change their thinking.

Some of the more successful brand stores have begun selling some brand shoes to maintain their livelihoods.

So far, this trend is becoming more and more intense.

The reduction of the number of exclusive stores does not mean the decline of franchised stores, which is the inevitable result of market competition and market survival.

The development trend of the sales channels of monopolized chain stores is a sharp increase in the proportion of self owned shops in shoe enterprises, and the proportion of joint stock stores with excellent franchisees has increased. The proportion of ordinary franchised stores has gradually decreased, the survival of the fittest and the integration of resources, and stores are still the most important sales channels for domestic shoe enterprises represented by Wenzhou.

(two) the advantages of shopping malls and shopping centers are less input costs and higher consumer trust, but their disadvantages are price, brand image is not obvious, capital recovery is slow, there are certain risks, costs are high, and management requirements for enterprises are high.

In the early 90s and the middle of the last century, the booming state-operated shopping malls were the best terminals for the sales channels of shoes enterprises. However, due to the reform of the economic system and the pformation and pformation of state-run shopping malls, plus the monopoly of footwear industry, which emerged from the mid and late 90s, shopping malls began to be quiet in the sales channels of brand shoes enterprises.

But since 2002, the shopping mall has changed back to the shopping mall, and the shopping mall channel has gradually become the most influential place.

They occupy the best resources in the city, including the most prosperous areas, the most mobile population, the strongest purchasing power and the best buying atmosphere.

However, a lot of brand shoe enterprises revisit the marketing channel of shopping malls, and have not gone the old way, but "new wine bottles and new bottles", adopt a new shopping mall mode, encourage the implementation of leasing, contracts and other diversified business operations to occupy this position and seize the commanding heights.

Lock in high-income groups, enhance brand image, give full play to advertising effect, and promote overall sales of exclusive stores.

(three) the advantage of shoe industry supermarket shoe industry supermarket lies in its abundant products, low unit cost, large selection of funds and quick return of capital. Its shortcoming is that the brand image of the enterprise has been weakened.

The rise of shoe industry supermarkets means that the era of market integration has begun to change to the trend of market integration enterprises.

The rise of shoe industry supermarkets has attracted the attention of the industry. It started with the hundred shoe industry in Tianjin. Following the hundred letters, there were Hubei Prince shoe city and Wenzhou Golden Shoe supermarket.

When the sales performance of many medium-sized shoe companies is declining, the market lifeline is gradually controlled by terminal operators.

There are only a few large shoe enterprises in China with an annual output value exceeding 1 billion yuan. Although the footwear industry in China has 6 well-known trademarks in China and a number of "famous brand products in China", none of the enterprises, such as Kangnai, red dragonfly, AOKANG or Kangnai, occupy more than 15% of the domestic market.

Two representative shoe companies, "Red Dragonfly" and "AOKANG", respectively presented the new way of pcendence in the era of "new economy". Their aim is to firmly grasp the power of market integration in the hands of enterprises.

The four major trend is that franchised stores and shopping malls are the most important form of footwear sales, while shoe industry supermarkets are based on the variety of shopping malls and specialty stores.

In the short term, there will surely be a tripartite confrontation in the production and marketing channels of the footwear terminal market.

First, large scale, single store area obviously increased, generally from two hundred or three hundred square meters of shop area to two thousand or three thousand square meters (such as shoe industry supermarket); two is specialization, all kinds of formats are not just to make money what to sell, but to specialize in one or several kinds of goods (exclusive stores); three is cheap, low cost operation (shoe industry supermarket, shopping mall); four is chain, establish chain store system, play the advantage of chain economy (shoe industry supermarket, exclusive store, shopping mall).

The intensification of market competition and the change of the retail industry of shoes industry have affected the whole product circulation system in fact. The three parties of shoemaking enterprises, dealers, retailers (shopping malls, franchised stores, shoe industry supermarkets) are in the same position, and the status of the three parties in the paction negotiation is changing due to the increase or decrease of their respective strength.

The marketing activities of enterprises need to be more thorough and meticulous. The shoe enterprises should not only have new and high quality products, preferential prices, effective promotional activities and perfect after-sale services, but also strengthen the construction of distribution channels, so as to enhance the core competitiveness of enterprises.

Five major marketing strategies (1) the unique core concept of brand building.

Shoes are different from high-tech products, and products are highly homogenized. Simply relying on the function of the product itself can not impress consumers, and enhance consumers' experience and experience of brand is the key to brand sustainable development.

We should refine the brand personality and spirit, add and blend into the brand, form a unique brand appeal, give the product more emotional value, provide consumers with product functions, and provide a deeper level of emotional value.

At present, China's footwear brand is too superficial and lacks connotations, so it is difficult to distinguish between competing brands.

For example, Hongxing Erke, XTEP, del Hui and other Jinjiang sports shoes star celebrity endorsement trend, these stars convey the fashion, sports, personality brand appeal, but this is the same product common, brand image is homogenized, differentiated brand concept has not been spread, brand core value and personality is not clear, support for product market expansion is insufficient.

Another example is the brand shaping of Senda and golden monkey leather shoes, all of which are symbolic and external manifestations, and the brand lacks emotional value for consumers.

This is the case in the domestic market, not to mention the expansion of overseas markets.

Like some well-known international and domestic brands, such as Nike's "JUSTDOIT", Adidas's "endless movement", Lining "anything is possible", are very successful brand core idea shaping, is also the product can sell high price important reason.

(two) innovative concept of differentiation.

The concept of innovation has greatly improved brand development. Although the technical threshold of the shoe industry is very low, the concept of differentiation and certain technological content and technological innovation can still be distinguished from other products quickly and occupy a relatively high brand commanding height.

For example, Nike's air bag technology, SHOX buffer technology, Adidas's "A3 buffer technology", the world's first pair of smart sneakers, have led the market trend, and widely sought after by consumers.

Lining is also an excellent representative of the local brand. The core of product innovation is based on the concept of "shock absorption", and the establishment of "foot database", through the "iron series" shoes a variety of technology and appearance innovation, successfully achieve brand upgrading.

(three) implementing dual brand strategy.

The biggest advantage of exporting large quantities of Chinese shoes to foreign countries is low cost. But because of blind competition, the price of products is suppressed very low, and the profits of enterprises are very low. If we do it directly in the way of running the brand, the price increase at a time will not necessarily improve the competitiveness of enterprises if the products and brands do not improve.

In order to avoid market risks, at the same time keeping low price brands, it is suggested that second brands should be used as the strategic brand of enterprises, avoiding the competitive low price range, and comprehensively importing the modern brand management system, improving the technical content of products, enhancing the price and entering the middle and high grade market.

The enterprise builds a brand operation mechanism by walking on two legs, and gradually gets rid of the dilemma that the more products are sold and the profit is getting lower and lower.

(four) build a strong regional brand.

To carry out overseas market expansion, we must have a marketing strategy and do not have to worry about eyebrows and moustache. First we choose a strategic base market as an overseas base and then radiate to other areas.

One of the most important characteristics of a brand is its expansion.

According to their own resources integration ability, enterprises choose to enter a certain European region to make the brand bigger and stronger.

For example, it can first enter the weaker EU Eastern Europe or Spain, Portugal and other countries, through advertising, public relations, promotions and other forms, to establish brand influence, avoid Italy and other developed countries shoes brand suppression, and then gradually to more developed areas infiltration.

(five) localization of brand image.

Chinese shoe brands enter the overseas market. We should combine local cultural characteristics and market economy development to inject local ideas into the brand and get the recognition of local consumers with an affinity brand image.

For example, Lining went to Europe to sponsor Spanish men's and women's basketball teams.