Against The Market Listing, Wen Guang Two States Struggling To Pform The Footwear Industry.

Five years ago, the brand of Wenzhou footwear, known as "China Shoes Capital", was popular throughout the country. In the industry, the word "Guangzhou shoes led the trend and Wenzhou shoes dominated the market". The shoe enterprises in Wenzhou reached more than 4000 at peak time, but the number of shoes has dropped to 3035.

Over the past 7 years, more than 1000 have evaporated.

Ten years Hedong, ten years Hexi.

The Chinese shoe market has undergone tremendous changes.

In the capital market, the footwear industry in Guangdong and Fujian has surpassed the shoe industry in Wenzhou.

Objectively speaking, it has been 3-5 years away from the shoe industry in Wenzhou.

Today, the European and American markets continue to be weak, anti-dumping cases against Chinese businessmen frequently occur, domestic raw material prices skyrocketing, labor costs soar, and RMB appreciation continues to rise to Wenzhou.

It is just like adding insult to injury.

Faced with heavy pressure, Wenzhou shoe industry has reached a critical moment that must be changed.

No listing is waiting for death.

Men's shoes have always been the main form of men's shoes.

After the launch of BELLE, the old woman's shoe leader relies on strong capital strength to buy the company.

Not to mention whether this move has the impact of hitting the market of homemade men's shoes with other brands such as sun DA and its brand, but the huge wealth brought by BELLE listing has enabled BELLE to have enough capital to integrate terminal resources that originally belonged to Wenzhou shoes.

Rough calculation: the listed brands are BELLE, Saturday, 100 degrees, Lining, double star, Anta, China trend, Daphne and so on more than ten. These are direct or indirect competitors of Wenzhou footwear industry brand. The crisis they bring to Wenzhou shoe brand is not only a brand, but also a crisis of capital flow, resource integration, or core competitiveness.

The problem is that Wenzhou shoe companies do not yet have a single company listed.

If we can not deal with and solve this crisis well, all the advantages of Wenzhou shoe brands such as cost, scale production, industry chain, supply chain, logistics, channel, quality and adaptability will no longer exist. The shoes and brand of Wenzhou shoe industry will be plundered without mercy for many years.

It is rumoured that some of the shoe enterprises in Wenzhou are actively preparing for the listing. But this year's stock market is not very popular. In the end, it is now on the market and will be integrated immediately in order to have the strength of a war or to become famous after the stock market gets warmer. There is no standard answer yet, but it is also in the wander of Wenzhou shoe enterprises that the polarization phenomenon on the market is becoming increasingly prominent, the stronger is stronger, the weaker is gradually marginalized, and the shoe market pattern has been basically formed.

Establishing new sales channels

As the old saying goes, "extremes are extremes."

Since the 90s of last century, there have been more than 10 years.

People often have a misunderstanding when explaining "channel is king". They think that the number of franchised stores represents the strength of channel power.

"This time, for a while," with the continuous increase in store rents, the continuous improvement of the market's consumption power, the change of prices and human wages, and the shift of the market focus of some large chain shopping malls, the retail shoes city and shoe industry supermarkets all over the region quickly suck away a group of consumers.

It has been brilliant for a while, so that the chain monopoly mode of Wenzhou shoe enterprises "suddenly like the spring breeze of the night, thousands of trees and pear blossoms" has reached its peak stage at present. For many famous Wenzhou shoe enterprises that have already become famous, the construction and management of the monopoly outlets have been mature. Some brands have already achieved the "unity of store image and management", but there are still some brands that are still ten shops and ten faces.

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To this end, a number of strong enterprises have begun to attack shopping malls.

But the inherent brand positioning and profit can not adapt to the marketing model of the market, everything remains to be confirmed.

Some of them are beginning to pour into shoes and shoes.

It even started a new mode of online sales.

Various phenomena indicate that the channel division of shoe terminal is being regrouped.

Breaking the homogenization of products

In addition to the key success factors in price, channel, advertising, promotion, service and other industries, products are one of the core elements of shoe enterprises to win the competitive edge of the market.

Wenzhou is the concentrated production base of China's leather shoes, but on the product development, Guangdong and Fujian shoes industry and Wenzhou shoe enterprises are good at playing the "bringing doctrine", often their own development capability is not strong.

Compared with brands such as Daphne, which focus on consumer psychology and needs, according to the product development strategy of "customer only and terminal centered" based on the fashion trend, some shoe companies in Wenzhou follow the example of others, follow the experience and imitate the product development mode, which is close to "closing doors to build cars". This way, for the diversified needs of the younger generation and the new consumption changes of various information reference, the products are lack of personality and the icons are not strong enough, so it is difficult to cultivate loyal consumers, let alone guide the trend of development.

At the same time, with the change of consumption habits, sports and leisure products will be the mainstream of the market. Wenzhou shoes are more focused on men's shoes. Although everyone is carrying out the reform in this area, various leisure related products will be launched. But whether we can cross the ridge to meet the requirements of the market and enhance the marketability of products is also unknown.

As a labor-intensive industry, the profit of shoemaking industry has always been relatively low. Under the current crisis, some small and medium-sized shoe enterprises in Wenzhou will go out of business, but at the same time, many small and medium-sized Wenzhou shoe enterprises are still struggling.