Quanzhou Shoe Enterprises To Break Through In The Field Of Subdivision

　 　 Quanzhou shoe enterprises Breakthrough in subdivision

Do not do "big and all" to do "expertise".

With the increasing capacity of China's footwear market, product homogenization, channel homogenization, marketing homogenization and even brand Homogenization is also becoming more and more serious. Under such circumstances, further subdivision of the market has become one of the effective ways for shoemaking enterprises to get rid of homogenization competition. How to occupy the market segments? How to develop products that are specialized, personalized and quality? Become an important topic facing the transformation and upgrading of Quanzhou shoe enterprises.

　　 Rely on personality category to win

"Circular function soles, such as power boat shape, heel, foot arch, toe forward 15 degrees, wear big" rocking shoes ", you will automatically swing to maintain body balance, so that you can easily lose weight in walking. Searching for "rocking shoes" on the Internet is overwhelming. Consumers are asking about the shaping effect of rocking shoes. At the same time, Zhengda rocking shoes also quickly entered the consumer's perspective.

In 2010, Chia Tai sports developed a big swing shoe in order to distinguish between the anti traditional mode and the current sports brand. Because of its large number of state-level and world-class patents, it has the characteristics of high elasticity, super skid resistance, super wear resistance, strong oil resistance, strong shock absorption, anti static electricity, no scratch, gas fragrance and high buoyancy, and at the same time both fashionable. This pair of shoes that make people walk unsteadily not only stabilise the sales market, but also help Chia Tai sports open a window quickly in the field of industry segmentation.

In the case of strong domestic sports brands, wild sports also chose the way of breaking through single products. 5 years ago, wild force put the breakthrough point of product development in the field of breathable shoes. In 2009, the first generation of breathable shoes came out, and achieved good market reaction through small batch production and sales. In 2010, wild power began to carry out regional promotion in Southern China and other places. Sales volume rose straight and sales gross profit also increased by 30%. In 2011, wild force simply terminated its footwear products and made only breathable shoes, not only in the domestic market, but also soon sold abroad with its own brand. Lin Shaoxiong, President of wild sports (China) Limited, said: "it is not always necessary for enterprises to be clear about their positioning, so long as they can seize a point and constantly carry out scientific and technological innovation, they will be able to enjoy certain market space."

In fact, the personality category has also become a breakthrough for some foreign trade enterprises to sell domestically. Flying shoes and garments are mainly exported casual footwear. Before 2008, private brand "fly over" has been launched. But the business is not successful. Now it has also entered the competition in the field of subdivision, and developed Chinese medicine health care shoes.

　 Developing new market segments

In 2010, with the competition of leather shoes and sports shoes in the market becoming more and more saturated, Baofeng shoe industry pioneered the concept of "the third pole of shoes industry", thus opening up a hundred billion scale industry blue ocean. With this concept, Baofeng shoe industry has quickly launched its own brand in the subdivision of slippers, and has also led to a change in the consumption trend. Since then, slippers have begun to move from supermarkets and stalls to shopping malls.

Originally known as "sports goods" in the famous sports, in 2011, the brand positioning was successfully transformed into "fashion leisure". After the positioning adjustment, the famous sports last year added more than 20 shoes and clothing brand brand stores in Hubei Province, and sales increased by 6% compared with 2010.

Similarly, in the field of children's shoes, seeking differentiated market positioning has become a way for Quanzhou enterprises to break through. In 2009, when children's shoes and clothing enterprises in China were still concentrated in fashion, leisure, cartoon and other fields, Zhang Congming, chairman of Mingwei shoes and clothing, sensitively "sniffed" business opportunities in the outdoor market of children. In September of that year, Mingwei formally joined hands with the US camel to enter the domestic outdoor market for children, and made a clear positioning. The American youth off-road equipment, extending the operation of the small camel around the outdoor shoes, clothing and accessories of young people, focused its efforts on the products, and set up the equipment research and development center of the "China Youth outdoor sports reserve base", deepening the brand positioning through a series of marketing strategies.

"Starting from segmenting the market, it means following the natural law of the existence and development of the students. First we must determine the brand personality through product support and market segmentation, in order to seek more room for development." In this regard, Chen Binggao, vice president of marketing for shoes and clothing enterprises in Quanzhou, said.