Walk Into The Supermarket Channel, The Market Price Of Shoes 20 Yuan To Disrupt The Market.

A few days ago, a photographed

The micro movie is on Youku.

According to the person in charge of a company, this is the first domestic micro film about runaway shoes.

At the same time, the B company's runaway shoes have also formally entered the WAL-MART supermarket.

At one time, the shoes with the sole on the wheel have become a common choice for many young people.

But it is undeniable that the market is still in the "shoe market".

"At this stage, some shoddy products on the market are common.

On the other hand, consumers do not fully understand the products of shoe products, which has cast a shadow over the industry.

At the same time, the lack of national standards in the shoe industry has further led to market confusion, and there are many difficulties in industry regulation.

The lowest can be up to 20 yuan.

"The shoe has been selling very well during this time."

When the reporter came to a shop selling children's articles in Jinjiang, a shop owner named Zhuang told reporters.

When the reporter said he wanted to buy the shoes, Zhuang boss enthusiastically recommended to reporters: "this storm shoes recently bought a lot of parents, 130 yuan, not expensive, you can buy cheaper."

The "runaway shoes" on the market are almost the same as those of ordinary shoes, but the sole is thicker and slightly heavier than ordinary shoes.

The back of the sole is equipped with pulleys. If the pulley is pressed in or removed, the "runaway shoes" are just like ordinary shoes.

In the wholesale market of children's shoes in Jinjiang, there are quite a lot of styles and brands of "runaway shoes", and the price of most of them is also 70 yuan ~200 yuan.

"There's even a $20 walking shoe."

Mr. Liu, the brand director of a company specializes in running shoes, told reporters anxiously.

In this regard, he said, the market potential of the shoe market is still huge, but these low price products have hit the market, and the shoe market that should have grown healthily has fallen into a "price war" situation.

"If you sell 70 yuan, I will sell 60 yuan to squeeze you out of the market, which will confuse the market of the shoe market."

According to Mr. Liu, this phenomenon is caused by the initiative of enterprises to reduce prices and seize the market. On the other hand, many shoe dealers also require the supply enterprises to lower the cost of products so as to achieve the price advantage.

"Two days ago, another dealer said to me on the phone," the quality is not too good, the price is low. "

Mr. Liu told reporters this time, whenever a dealer asks for such a request, they will meet to discuss the termination of such cooperation with the dealer, but in the shoe industry, such things happen again and again.

"This will not only damage our brand, but also damage the whole market of the shoe market, but only kill the goose that lays the golden eggs."

On the other hand, based on its safety product structure, the cost of runaway shoes is not cheap.

"For example, take the wheel of the shoe for the storm, the real requirement is the filling wheel, which is made of elastic rubber with soft texture and cushioning effect.

And some manufacturers in order to save costs, and even use iron wheel as the wheel of the shoe, to sacrifice the quality in exchange for the advantage of the price.

When it comes to the performance problems of runaway shoes, Mr. Liu said.

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Lack of market awareness

Some time ago, the negative news of the walking shoes was frequently seen in the major media: children who were wearing bumper shoes were hit and hurt, and the quality of the shoes was not up to standard, resulting in sports injuries to the wearers. Prolonged skating was easy to cause news of leg muscle strain and premature rupture of soft tissue and foot bones.

This has also cast a shadow over the shoe industry: is it a healthy shoe?

B is a manufacturer specializing in the production of runaway shoes and related sports equipment in Jinjiang.

Mr. Wang, who is in charge of the company, told reporters that when wearing sports shoes, they should wear protective equipment such as kneecap, wrist protectors and helmets. Many manufacturers did not make clear instructions to consumers or distribute protective equipment.

"In fact, sneakers are the same as roller skates on the market when they skate.

Therefore, many times it is necessary to wear protective measures to avoid wearers from being injured by sports.

On the other hand, the concept of a healthy sport is bound to undergo multiple tests.

"For example, like our factory's production of sneakers, it has passed the extreme sports shoes detection, SGS detection."

Mr. Wang told reporters that before going to the market, the walking shoes had to go through three procedures to test: when the shoes and wheels were completed, the shoes went into the warehouse, and the shoes went out.

"A pair of qualified walking shoes can't be seen as a consumer worry situation with slippery sliding, broken soles and damaged wheels."

Medical experts believe that wearing skating shoes for long time gliding easily causes leg muscle strain, and also has an impact on the brain and viscera during exercise.

In this regard, the industry veteran, has done 4 years of research on shoes products, Zheng explained that only "long slide" can only produce leg muscle strain, which is the same reason as roller skating.

In fact, "long time" refers to more than half an hour, but according to the survey, few wearers "skate" for more than half an hour.

"More children wear sneakers as ordinary sneakers, while skating only accounts for a small part of wearing time."

According to the person in charge of a company, they can produce Nike shoes.

"If the shoes are in place, they will be very comfortable to wear, and the effect of shock absorption is excellent when they are sliding."

On the other hand, the reporter learned that in addition to using shock absorbing technology on wheels, the storm shoes also put enough effort on the insole.

"Our factory shoes are two times thicker than ordinary insoles, and shock absorbing is made of hypo material."

Mr. A, brand director of the company, told reporters.

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In view of this, there is still room for market development of the shoe. Why are the negative news of the runaway shoes common? Mr. Liu has revealed a secret story in the industry: as early as 2006, the shoes had already entered the domestic market.

In that year, a number of "runaway shoes", which should be treated as waste products, came into the market, and the irresponsible businesses were shoddy, resulting in a series of problems such as safety and health, which led to the suspicion that the newly popular shoe industry was suspected by consumers.

"A rat's excrement destroyed a pot of porridge!" Mr. Liu sighed with emotion.

Call for national standards

What kind of industry standard does the "shoe" adopt? When a reporter interviewed a number of shoe manufacturers, many manufacturers did not answer the same question.

But for the current shoe industry, it is considered by the industry to be a standard for qualified runaway shoes. The shoe adopts the national standard of "GB/T15107-2005 shoes", while the wheel adopts the national standard of "roller skates" promulgated in 2005.

"At present, the state has not yet promulgated the criteria for judging shoes.

According to the director of China Leather Association Wei Yafei, in fact, the standard of making shoes must have its own standard.

The standards of roller skates and travel shoes are not applicable.

"Sports shoes should be worn when they are in sports. Shoes are usually the normal shoes, but if they are put down, they are pulley shoes.

What kind of standard should be adopted requires experts to make specific arguments.

Wei Ya Fei told reporters.

In fact, no relevant national quality standards for runaway shoes can be followed, which has also led to difficulties in industry regulation. This has led some enterprises to pay little attention to the quality of runaway shoes.

"The quality of products in an industry can not keep up with the industry, which is bound to cause the industry to produce" chaos "and price wars. Good products will be depressed by the backlog of the market, which will inevitably lead to the slump of the whole industry.

Liu Hansheng, a famous marketing expert, told reporters that consumers' lack of trust in the shoe industry can be seen as a lack of supervision system for domestic shoe products.

"The barriers to entry are low, and the intensity of imitation is too weak."

In Liu Hansheng's view, the wholesale industry of runaway shoes should be promoted from production to brand promotion. The first thing to do is to provide a benign environment for such changes, and introduce national standards for the production of sneakers as soon as possible, so as to combat counterfeit and unqualified shoes.

The industry believes that the introduction of national standards is not only to regulate the huge market of shoes, but also to guide the category of shoes.

"Not only correctly guide the production of shoes companies to standardize production, but also allow consumers to correctly recognize the category of" walking shoes ".

Insiders told reporters this.

Reporter's notes

When reporters interviewed a lot of shoe companies, the heads of enterprises invariably asked: do not sign names, do not write enterprise names.

"After all, this industry is still in its early stage and is not yet standardized. No one can be sure how a product is right and how to do it wrong.

For example, whether or not a shoe should be a single wheel or a double wheel, every enterprise has been trying, and there is no market conclusion yet.

Our enterprises do not want to participate in discussions on right and wrong. They just want to do this kind of shoes.

The head of a company revealed their concerns to reporters.

In fact, many enterprises with fierce competition and significant brand advantages have not yet come into existence. These phenomena have become the norm of the shoe industry.

In the view of journalists, an industry has a gradual process from rising to maturity, and the industry is experiencing a "pformation" stage.

In the words of a person in charge of a company, "the industry of runaway shoes is going through a storm, and the poor quality shoe companies can not stand the test of the market."

Little Encyclopedia (editor's note): the runaway shoes, also known as Heelys, originated in the United States.

The heel is fitted with a wheel that can be slid and slid.

Experts remind that wearing safety shoes for a long time is not only a safety hazard, but also a great disadvantage to children's health.