China'S Footwear Industry Is Strategizing And Heading Towards The Era Of Brand Consumption.

In twenty-first Century, the first 10 years have passed. This is the ten year that China and the world have undergone profound changes. In 2011, it is more likely that we will have a new round of the complex world. chaos At the beginning of evolution, Change will become the theme word in the future world and unknown age, just like a let. Phoenix Nirvana Only by completely negating and Rethinking the fire can the fire be reborn and innovation is no longer a slogan.

In addition to change, there are three factors, Customer and competition (Change, 3C), which are constantly emerging from the new era and the new world. The most classic case is Apple Corp in 2010, with its powerful technology. innovate The excellent customer experience subverts the king of many industries. NOKIA thought that he will always be the boss of the mobile phone industry, but now it shuddered to embrace Microsoft to get warm together, but China Unicom, which had lost his armor, had a horns with China Mobile, and the new way of gathering new communication in the spring breeze made the customer group start to classify and get the opinion of the leaders, and the exchange of information was more rapid, timely and changeable, and it would become a new business force for the rise of consumer power in the new technology era.

The "old brand" in the shoe industry can also truly understand the strength of 3C, and the shoe industry has already changed from the seller's market to the buyer's market. Once the agents have frantically robbed the shoe scene, it has gone forever. Customers with more choices, more information and knowledge have more power to speak, and the footwear industry competition has also gone from the spring and Autumn period of the disorderly and mixed wars to the Warring States era. The BELLE and other listed shoe companies have made the capital become the new thrust of the industry evolution. The merger and consolidation will greatly accelerate the industry shuffling process, and the increasingly severe rent and raw material costs, labor shortages and energy shortages in 2010 will accelerate the extrusion of small, scattered and inferior enterprises in the shoe industry, and virtually promote the footwear industry. In fact, many Transformation Upgrade.

If we want to think about whether the footwear industry in China will enter the era of brand consumption, we must observe the changes in our times and what kind of situation China's brand consumption is facing.

　　 "Brand symbol" maintenance brand and Consumer relationship

Since the reform and opening up, the continuous growth of Chinese residents' income has brought about a great improvement in the standard of living of the consumers. Especially, the lifestyle and living needs of urban residents have undergone great changes, fission and subdivision. People's lives and workspaces are changing, clothing collocation is changing, self shaping and the cognition of others are changing. From the past few years, urban residents wear a pair of shoes to wear different shoes according to different seasons, occasions and mood. The change of their lifestyle, consumption concept, aesthetic taste and purchase habit is one of the important driving forces for the industry change of shoe industry. {page_break}

The urbanization of rural residents has changed greatly. The rate of urbanization in China has increased from 17.92% in 1978 to 47.5% in 2010, an increase of 29.58 percentage points, an average annual increase of 0.92 percentage points, and two hundred million or three hundred million of the population moved from rural areas to cities. In the 10 years from 2000 to 2010, the rate of urbanization accelerated further, and the urbanization rate increased by 11.3 percentage points, an average annual increase of 1.13 percentage points. The urban population increased from 460 million to 630 million, with an average annual increase of 17 million, most of which were moved from the countryside. In addition, 7 million university graduates become white-collar workers every year, nearly 200 million of rural migrant workers every year, spanportation and communications construction have a great impact on the lifestyle and consumption concept of the Chinese consumer market.

It is precisely because the consumption of shoes is related to people's income level, lifestyle, consumption concept, clothing collocation and aesthetic taste. When the income of Chinese consumers reaches a certain level, they have more requirements for the color, color, function, quality and even the spiritual and cultural connotation of shoes. They expect to express their individuality, taste and identity, and the additional spiritual experience of shoes affects the mood of consumers. emotion And mood, in modern commercial society, all these become "brand symbols" to maintain the relationship between the brand and consumers.

The popular brand will rise.

The weathervane of brand consumption is luxury consumption. According to relevant information, China has become the second largest luxury market in the world, and consumers aged 25 to 30 will become the main force of luxury goods purchase in China. The younger generation of luxury consumers in China has become a major trend. Because of the great temptation of China's high-end market, the international giants are closing down, and constantly adjusting strategies, looking for new profit growth points and new customer groups, starting networking and younger, using cross boundary marketing to integrate resources and innovating customer experience, and enter into China's high-end brand consumer market in a more flexible and diversified way with multiple channels and brands.

However, we must see that China's brand consumer market not only refers to high-end consumer market, but the rising high-end consumer market may not be able to talk about ice. But the European and American luxury goods market has been depressed because of the financial crisis. The Japanese luxury market has already shrunk, and the nuclear crisis may be hit harder in the future. Whether the future Chinese economy will continue to flourish or because of some unknowable factors and sudden turbulence, we can not be conclusive but optimistic, but under the Chinese rich is a huge mass market iceberg.

Like the Qing Dynasty in nineteenth Century, all high quality exports of China had limited demand in China's domestic market. At the top of the total population, about 2% of the top officials and the gentry businessmen are at least 100 times the average income of the civilian population. The silk, tea, porcelain and sugar consumed by their identities are just what most people lack in their daily lives. Farmers who produce most of the necessities and food and clothing are almost insulated from the market except salt, soy sauce, matches and small amounts of cooking oil. The huge disparity between the rich and the poor has brought about the collapse of the state's cohesion. In the natural and man-made calamities and internal and external troubles, China's Millennium brand manufacturing collapsed and the admiration of the East became legendary. {page_break}

Although the times are different, the economic differences in various regions of China will exist for a long time, and the number of rural population in China will still be huge for a long time to come. According to the existing urbanization rate, the number of rural population will soon be reduced to less than half, but there are still more than 600 million people. It is estimated that by 2030, the population of China will reach 1 billion 500 million people. At that time, the urbanization rate may reach 70%, but the rural population still accounts for 30%. That is to say, there are still about 450 million of the huge population living and living in the countryside. The difficulties in the imbalance of income distribution and livelihood investment, the lagging behind of wage growth, the lack of welfare protection, the high tax revenue, the housing medical education, and the pension pressure are all depressed. But the consumption concept is increasingly open and the consumption of brands is also constantly learning. Therefore, the popular brand of the mass oriented public will rise in China. There are GAP, UNIQLO, H&M and other fast fashion brands like Europe and Japan. The huge population base in China, the differences between the East and the West and the complex income level may have a richer brand consumption system. The high cost and high competition of the city will make a considerable part of the population at an economic disadvantage.

The future is the era of brand consumption.

To welcome the brand consumption era of China's footwear industry in the future, we need to have a clearer positioning of shoe brands. Enterprises can have brand groups, brand families and brand combinations, but each brand must have its own unique cultural connotations, consumer positioning and even its product line planning, product function, quality and design characteristics, until the end brand image and service experience. The brand consumption information between enterprises and consumers should be able to use the new technology platform to form a closed loop feedback system, so as to promote enterprises to find the pulse of the times and consumers' minds.

At the same time, how to discard the impetuosity of Chinese society and truly make a good pair of shoes with quality and taste is also the basic requirement of the brand consumption era. Why can the shoe making workshop of Italy brand produce exquisite shoes with exquisite quality? Because their craftsmen have deep accumulation and knowledge of the essence of the shoes needed, as well as the pursuit of beauty and art by human nature. They will drink coffee and listen to concerts, projecting their inner beauty and pursuit onto every pair of shoes in their hands, and enterprises also create such a spirit of creation and a sense of honor for artisans. As a matter of fact, in China, there were many legends of Luban who made Zhaozhou Bridge, Pao Ding Jie Niu, Weng Weng and so on. Our shoe manufacturers should consider how to create a craftsman spirit of honor and creativity with higher requirements. We should re-examine the original design, purchase, production processes and standards, let people and machines, leaders and employees, new employees and old staff more able to coordinate and integrate, so that designers and manufacturers can like to grind, perseverance in shoes into the spirit and ideas, life and beauty, and truly make a pair of shoes that meet the brand concept and give consumers a wonderful experience.