Small And Micro Shoe Enterprises In Henan Are Struggling To Break The Traditional Way.

Ten years after shoe wholesale, Zhao argues that business is not as good as a year, especially in this year.

Unlike the famous brands, the product launches are different from each quarter. Small miniature shoe companies Many of them are waiting for customers to pick up goods at home. Jin Rong's commercial city has become the base of their product display.

Zhao Zhenglai told reporters that like them, there are many shoe factories in West Fourth Ring Road and South Fourth Ring Road. This year, everyone's business is not very good. With rising prices, raw materials and workers' wages are rising. Now sales can only maintain workers' wages and factory expenses.

"This year's weather is hot and cold. Women's Shoes The influence is bigger, now we are all in the spring and summer, and the business is getting worse and worse. Zhao Zheng.

Zhao Zhao was equally puzzled and Wang Mincai, the head of the Qiao Qi shoe industry.

Wang Mincai is a native of Zhejiang. When he first came to Henan, he took a fancy to it. Footwear market in Henan Potential. Wang Shengcai said: "the shoes of Henan are relatively tight. The earliest we are making money with the leading enterprises, what do they do? Later, leading enterprises began to establish their own brands. When consumers have brand awareness, our small and micro enterprises will have a hard time.

Wang Mincai told reporters that at present, Qiao Qi has six fixed agents, others are retail investors, and are familiar customers.

To improve the current business situation, Qiao Qi shoe industry wants to increase sales by establishing shoe stores on Taobao.

"Henan footwear small and micro enterprises accounted for 95%, the boss usually" five total "(business owners, marketing director, chief financial officer, production director, enterprise manager) in one. Li Gangru, executive chairman of Henan footwear industry association, said.

In Li Gang's view, "small and micro enterprises mostly rely on imitation of brand enterprises. Although they have their own registered trademarks, they do not injecting corporate culture and brand culture." Limited by capital, less financing means, narrow financing channels and surviving in cracks.

However, "boat is small and good turn around", but it reflects its great potential for development, even if it loses money, it can not afford to go anywhere.

Breaking through brand and design

Wang Jinping has entered the shoe industry in Henan for 33 years, and has experienced the ups and downs of the Henan footwear industry. Currently, she is the director of a shoe industry Co., Ltd. in Henan.

When I first entered Bao Wei, Wang Jinping recalled that more than ten workers had done all their work at that time. "At that time, the rise of Zhengzhou was like imitation shoes, and almost all shoe manufacturers did it. We followed suit. For a long time, the problem of serious homogenization of shoes gradually revealed." Wang Jinping said.

"At the beginning, we are taking the quantity. With the stricter demands of consumers, we realize that quality is the way for small businesses to survive." Wang Jinping said. The company began to make great efforts in shoe design, locking the target customer group, combining the characteristics of the product with the target customers. At the same time, began dislocation operation, production of sports shoes, and then entered the brand building, create a series of development road.

In Wang Jinping's view, the development of small and micro enterprises must go through several stages, such as volume, high-end, branding, serialization and image store, and must break through in the design that accords with the characteristics of their own enterprises.

It is right to choose the synchronous development of production, supply and marketing.

Open up new business battlefield

Unwilling to struggle in the blue sea of women's shoes, a small number of small and micro enterprises began to switch to e-commerce territories.

This is due to the accurate positioning of the target customers and the innovation of two important links in design and sales.

In addition, some small and micro businesses have built their own online shopping centers, and have set up flagship stores on Taobao. It is estimated that online sales will account for 30% of total sales in the second quarter of this year, and may reach about 50% by the end of the year.

Traditional shoe enterprises challenge e-commerce. How can we integrate the resource advantages of traditional enterprises and the new mode of Internet Marketing?

In this regard, Google Henan operations center operations director Zhang Yana suggested that the traditional shoe enterprises can first use the B2B platform or even Taobao and other test water, and then build an independent station.

Enterprises should build their own websites, databases, warehouses, and some other information management systems, which are not good at traditional shoe companies. In addition, the key to deciding the marketing effect is how much traffic the website will have and whether the traffic will be converted to purchase, which is a key challenge for traditional shoe enterprises. Therefore, the traditional shoe enterprises are just beginning to get involved in the business to resist loneliness.