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How Can Small And Medium Shoe Enterprises Identify Market Segments In Pition?

2012/3/20 12:39:00 39

With the increasing market capacity of Chinese footwear industry, homogenization of products, homogenization of marketing and homogenization of brands are becoming more and more serious.

How to subdivide the market and develop products with more core competitiveness has become an important issue faced by small and medium-sized shoe enterprises in Jinjiang in pformation and upgrading.

In 2011, some companies launched their own personalized product two generation of breathable shoes, which is a breakthrough in its core product after two years.

The two generation of breathable shoes is an improvement on the basis of the generation, waterproof and penetration prevention, and pays more attention to the appearance of fashion and better comfort performance.

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, began small batch production, in 2010 through regional promotion product sales began to rise.

In 2011, the wild force specialized in breathable shoes, not only in the domestic market situation is very good, but also quickly sold abroad with its own brand.

In recent years, soft and shock absorbing EVA, non colourful seven color three layer mesh cloth, outdoor outdoor climbing shoes with steel wire net and wear-resistant zippers, all these unique "Jinjiang creation" reflect the trend of footwear products in the future.

When many enterprises use the category to break the market to occupy the market, some enterprises simply choose a new path, choose to enter the market segments, and open up another field of their own.

One chance, fertile

Shoe and clothing company

General manager Wu Shouting discovered the market potential of cork slippers. After hard work, the development of cork slippers was successful. After that, the sale of wal brands ranked the top ten in Taobao slippers and became a dark horse in the e-commerce market.

In addition, they also launched water absorbing slippers and cork casual shoes covered with cork bark to carry out the cork revolution to the end.

The company's main environmental protection brand, shoes 80% of the raw materials are renewable materials, in line with the state's policy of energy conservation and emission reduction.

More importantly, the company's choice of cork slippers is a brand new market, completely avoiding the homogenization competition of traditional shoe products.

In the market segmentation, there are also Jinjiang Bao Da company.

Bao Da company, which has become the national drafting unit of vulcanized shoes, launched a vulcanized shoe revolution last year, becoming the leader in the vulcanized shoes market.

Similarly, in the field of children's shoes,

Seeking differentiation

The market positioning has also become a powerful means for children's shoes enterprises to seize the market.

In 2009, when children's shoes and clothing enterprises in China were still concentrated in fashion, leisure, cartoon and other fields, Mingwei shoes and clothing company realized the business opportunities of children's outdoor market.

Mingwei joined hands with the US camel to enter the domestic children's outdoor products market, and positioned the product as an American Juvenile cross-country equipment. It carried out an extended operation on the small camel around the outdoor shoes, clothing and accessories for young people, and set up the R & D center of the "China Youth outdoor sports reserve base", deepening the brand positioning through a series of marketing strategies.

At present, Jinjiang's small and medium-sized shoe enterprises in pformation and upgrading are moving towards specialization and refinement through initiatives such as independent innovation.

Fine quality

To move forward in the direction, to seek more room for development, to take the road of characteristic development and become a small giant in the industry, is the direction for these small and medium-sized shoe enterprises to strive for.