How Does A Casual Shoe Brand Maintain Its Market Advantage?

Domestic traditional sporting goods

However, in traditional sports products, outdoor sports,

Some days in the leisure era

The fast pace of life and the desire for leisure lifestyle are being strongly pursued by people.

People expect to get happiness and relaxation from leisure consumption and avoid hurrying away with life in haste.

In this case, leisure becomes synonymous with fashion.

With the leisure lifestyle becoming more and more popular, leisure will become a new fulcrum for the development of footwear industry.

From the perspective of the development trend of China's footwear industry, the market for casual shoes will be bigger and bigger.

Local leisure shoes concentrated in Jinjiang, Shishi and Huian, from scratch, from big to big, firmly grasp the characteristics of "leisure", constantly make innovations in product style and dress experience, and promote the continuous growth and development of this industry.

There appeared a brand of casual shoes, such as Jin Mai Wang, bulls giant, camels, engineers, famous Lang and other consumers.

Generally speaking, the local casual leather shoes market is still in the "spring and Autumn Period".

Unlike foreign casual leather shoes, depending on the professional and market segments, the local casual footwear market is more market expansion with the upgrading of Chinese consumption.

Objectively speaking, although local casual leather shoes start with traditional sports goods industry at the same time, but because of the development direction, business philosophy, capital scale and marketing environment and other factors, there is no big climate.

Until recently, local casual leather shoes came out of the shoes industry and grew stronger.

Unlike traditional sports goods or formal shoes, the key reason for local leisure shoes to win the market remains to be deeply thought by local enterprises.

The domestic casual shoes market has a certain rate of growth every year. Not only the old shoe brands continue to expand their market share, but also attract many new forces to join this camp.

But whether veteran veteran or recruits are now in the army, it is urgent to improve brand management from strategic positioning, brand promotion, R & D mechanism, terminal image and store layout.

Long march of local leisure shoes brands

The phrase "brothers go up the mountain and take their own roads" is used to describe the current situation of the local casual shoes still crossing the river by feeling the stones.

Under the environment of oversupply of market, compared with ECCO and Saint James's international brand in different domestic market unified price strategy, local casual shoes are still in the selling stage, and the products with a factory price of more than 200 yuan are sold at the market price of seven hundred or eight hundred, and they are sharply sold as "cheap sale".

The local casual shoes brand is facing the high pressure that the price is not going to go up and the cost keeps rising. It needs the enterprises to learn from the successful development mode of the international brand while looking for the brand development route suitable for themselves, and making efforts to develop the brand, so as to enhance the individuation degree and added value of the product.

From the history of the development of the whole footwear industry, the local casual shoes brand is short of development history and the brand influence is not high enough. At present, enterprises can only concentrate on developing the two or three line market, and the price positioning has a big gap with the international brand.

Although the domestic leisure shoes brand has gained the opportunity to seize the middle and low end market, however, due to the low threshold of manufacturing industry, a large number of casual shoes brands appear homogenization, homogenization of channels, and packaging are almost homogeneous.

Consumers can not choose at any time, it is difficult to form loyalty to a brand, and the overall market atmosphere is not strong enough to improve the sales of casual shoes.

After visiting many one or two level shopping malls in Beijing, the distinguished brand director of leisure shoes, Huafu, can not help regreting that the advantages of international brands such as detailed product, stable quality, after-sales service and so on do bring great significance to local enterprises. For local leisure shoe enterprises, lifting brand value is a pressing task at present.

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Hua Fuyi said that the growth of a brand value must be well positioned, planned, and so on. When the right time, suitable brand and suitable combination of goods are combined, the product can be sold well, instead of staying at the level of selling the product at a low price.

Because of the problem of group goods, the local casual shoes have not highlighted their brand characteristics, and their position in the shopping mall is being squeezed.

In addition, the domestic casual footwear enterprises have to grasp the whole market, do not have a clear market position of the brand itself, and have no clear market segmentation, which is also the reason for the lack of relative confidence of the local brands themselves in the face of the market.

Looking at domestic casual shoes, no brand can command the whole of China.

Special people do special things.

Therefore, we must make market segments, focus on core positioning, do not seek rapid expansion of scale, but rather optimistic about the long tail demand of the market.

As for the local casual shoes market, which has not always brought the impression to the outside market, Huang Qihuan, chairman of the Jin Chang shoes and clothing company, relies on the designer's unique perspective on the products, and thinks that the disappearance of the local casual shoes brands in the aspect of brand and quality is the main reason for this.

Huang Qihuan said, according to the past development, the sales volume of the local casual shoes market has increased year by year.

However, why does it always give the casual shoes of the outside world a little feeling? Partly due to the relatively short history of the development of casual shoes, and still in the development stage, the brand maturity is not very high, while some miscellaneous brands occupy the original market share of local casual shoes.

In addition, local casual shoes are mainly posted outside, and the increase is shown outside the mainland.

Overall, sales of local casual shoes are on the rise every year.

For local brands to enter the domestic second tier shopping malls, there is a barrier between brands and quality.

Although some brands themselves are packaged as international brands, they still can not keep up with their quality. Brand promotion and marketing are very lacking in brand awareness, and brands do not match quality.

Of course, most of the local casual footwear enterprises have realized the seriousness of brand, product, service and so on, but the real root node has not been caught yet.

Thinking about how to change and solve these problems requires multiple efforts: 1, change the thinking of business decision-makers.

Local casual footwear enterprises are also aware of these gaps, but can not do so.

In particular, the local family oriented enterprises, the steering mind is very critical. When we realize that business is not well done, we must use the long-term development vision to pursue the underlying reasons behind the difficult business and the long-term development direction and future market orientation of the brand.

2, brand operation, the development of footwear industry has changed from extensive mode to fine mode, which inevitably involves investment problems. It also requires enterprises to strike a balance between short-term interests and long-term interests.

3, in the process of execution, there is a conflict with the old idea. The operation team of the brand itself has no sense of cultivating loyal consumers.

Internationally known casual shoes brand can achieve almost every store's sales performance, thanks to the conscious cultivation of loyal consumers.

Of course, cultivating loyal consumers is a systematic problem.

First of all, the style and style of the product should be started from the consumers. The domestic brands do not analyze the products and styles of different regions according to the comprehensive analysis of consumers and stores. Only a little change is made every year. Secondly, the balance between the long and short term interests should be balanced, the threshold for domestic brands to join is relatively low, and then the service will be implemented, and the service of the international brand will be implemented to every consumer, while the domestic brand is not yet in place.

It is a brand of leisure shoes that occupies the middle and high end market. Although its camp is Jinjiang, it can be unique in the local casual shoes brand.

Lin Yingwei, general manager of the high lever shoe industry, has analyzed that a successful mode can be reused.

At present, it has reached strategic cooperation with several shopping malls in Shanghai, and has also cooperated with Beijing contemporary, Cui Wei, Yansha and Seth.

At the same time, based on the strong and strong alliance, cooperation with Taiwan thin leather shoes is being discussed.

While giving advantages to enterprises, Lin Yingwei also realized that this is also a disadvantage for enterprises because the chain structure needs a huge capital chain as the foundation.

Relatively speaking, all the advantages of local leisure shoes brand are very few.

For most local casual footwear enterprises, the core of the brand is product.

Shishi, a casual shoe brand Jiangsu agent, has sharply criticized the fatal problem of local casual shoes on the product: the brand product has some advantages in the local area, but it is also equivalent to having the advantage all over the country.

It is not uncommon for local casual shoes to be replica, and the biggest risk to do is to make the supply chain too long and slow to develop.

Therefore, the local casual shoes should stand in a global perspective and make use of the advantages of the fashion frontier in Guangdong, and draw more nutrition in product design and materials.

Casual shoes are used as accessories for clothing, rather than leading brands.

With the leisure concept gradually forming a big concept on shoes and clothing, localization and development of local leisure shoes products should be based on the needs of consumers, create distinctive products, and insert brand culture into products.

The group it faces is mainly middle-aged and young people, and it needs more delicate wrist compared with other shoes.

In the dissemination, it tends to be more rational. According to the target audience and their own brand positioning, in the specific operation of the brand, we must seize the leisure needs of this group, do the "addition and subtraction" according to the positioning needs, and flexibly combine product categories and innovative processes according to the lifestyle of the target consumer groups, and apply the brand's visual identification elements to the design of shoes.

In the brand culture and specific products to meet their pursuit, in the design of each series of products, inherit the comfort and classic taste of casual shoes, pay attention to the absorption of fashion elements, and make the comprehensive characteristics of products more casual and fashionable.