Shandong JW Shoe Industry Breakthrough Way

In the general consumer's impression, Shandong JW leather shoes is a relatively new brand. The time spent in media is not too long, but it is more effective, and its popularity is rising rapidly.

The price is moderate, and the target consumers are ordinary urban residents.

From the quality of products, value for money, users reflect well, there are also some fixed consumers.

Although sales performance is rising rapidly, it is not the market maker market-maker from the deeper market meaning.

In the sales, there is still a sense of being extensive. It has not really completed the pformation from natural market to standardized market.

This invisible weakness will often be concealed by the growth of performance, but it will be reflected in the future market process market process. The maximization of profits may be suppressed, which may be reflected in the financial value amplification and profit static, that is, the so-called "mutation" in economy, the scale is not necessarily economic.

So we think that if the enterprise wants to have great development, great efforts should be put on standardizing the combination, increasing the controllability and effectiveness of the market, so as to support the steady rise of sales, and gradually achieve the so-called "market Pareto optimality" (Pareto Optimality) while preventing the market failure of the failure.

Most of China's leather shoes are concentrated on the southeast coast, while Shandong is dominated by Qingdao Yanwei area.

From the perspective of the characteristics of the industry, leather shoes are a low tech product, and the market is not very difficult to enter, so some small factories or new brands appear at any time, and share more or less part of the market share.

China is a country with the core of moderation as its cultural core. Its commercial activities are mostly stable, embodied in the specific sales, followed by convergence.

As we all seek stability, the market is more and more unstable. The market density of the mid-range shoes market is increasing, and the competition is fierce. The market capacity remains unchanged, but the activity space is narrower and the brand is more crowded.

When this competition reaches a certain value, there will be vicious competition, and the paction cost will also increase and immediately lead to a profit contraction. It will be very harmful to the whole industry, and we will be affected by it.

As the cost of small factories and large factories is different, the expected profits are different. When some low cost small factories expect profits to be realized, they will produce market interference to regular factories and even lead to reverse elimination.

If this happens, it will directly attack the regular manufacturers and curb the growth of enterprises.

JW footwear industry is also lack of necessary precautions against this upcoming market change. From the sales of JW footwear industry, it adopts the sales without distinction, although products can adapt to all consumers, but the directivity is not strong, and the market segmentation is not completed. When a product can adapt to all people, the individuality of the product is impossible to talk about, which is unfavorable to the large format training of fixed consumption sources and is more unfavorable to the expansion. This also directly affects the further development of enterprises. Generally speaking, the JW footwear industry is in the rising stage of growth and growth, and the achievements achieved are also gambling, but the potential market risks can not be ignored.

The so-called market development process is also a process of avoiding market risks and earning profits.

With a slight adjustment, the future will be limitless.

The task before us now is only one thing -- how to continue to expand the development space of enterprises, and let JW brand thrive and thrive in the chaotic leather shoes market.

Competition analysis often appears in the media such as Wallis, Jin Yang, JW, sun Da, milk crystal, rich bird, Fu De, daphni and other brands.

The price is between ninety and five hundred yuan, which is our direct competitor, but the unknown competitors are far more than these. From our survey, there are more than 40 brands of leather shoes at this price.

Leather shoes are sold in a special way. When consumers choose to buy shoes, they pay attention to brand awareness while paying attention to style, price and sensory quality.

When the above four items are in good agreement, it is necessary to try on them. This is a decisive step. Only when he wears them, he has a sense of comfort, and the above four purchase credentials can be established before he can complete the purchase process.

It is because of such a step that those unknown brands have certain sales volume.

For the sale of leather shoes alone, brand awareness and sales have a "pre lure" relationship, and no "post support" relationship.

The homogeneity of leather shoes is strong, and the above brands have nothing special, so there are only two to be raised. One is the rich and precious birds, and the other is floating.

Rich birds: the product is a key marketing strategy in the national sales strategy, taking the provincial capitals as the core and the big and medium cities as the main direction.

And boast of "China shoe king".

The product initially took casual men's shoes as the market entry point, with light, soft and soft as the main quality characteristics, and the market entry was more successful.

After obtaining the consumer's approval, it has made a series of product recommendations, and its market share has gradually expanded. It has been in a growing state and the price is rigid, which makes the factory feel confident.

It is an opponent that can not be ignored.

The factory is very flexible in production design. There are many models in the same style, and different shoes should be used for consumers in different regions.

For example, in the northeast and northwest regions, the weather is colder and the socks are thicker. It uses the "northern one". In Shandong and North China, the use of "northern two" is very good.

In order to curb the vicious competition between retailers, it has its own shoe lines in the main markets, which is responsible for retailing and supervising retailers.

And the introduction of stock operation skills to the wholesale operation of the product, it now has no credit, all cash in stock.

When retailers start selling, their shoes and shoes intervene.

For example, the wholesale price of a pair of shoes is one hundred yuan. When retailers are anxious to reduce the pressure of funds and rush to ship, it is possible to flat out and lower the wholesale price. At this time, all of them return and cancel the retailer's distribution qualification. In this activity, it appears to protect the market position of the product. Actually, he is making a profit. If the recovery price is lower than the wholesale price, he will win the difference profit; if he is flat with the wholesale price, he will earn interest on the capital.

This astute and magnanimity is worth learning from.

Float: this brand gives people the feeling of a professional female shoe producer. The producer wants to divide the market through this positioning, trying to cut off the most important piece from the whole leather shoes market.

It is based on this marketing idea that its styles and varieties are quite large, and its market share is very high.

First, they want to get more sales opportunities, and the other is to compress the display space of competitors, so as to achieve the goal of squeezing opponents to recommend themselves, and have achieved certain results.

But in the recent stage, it seems that because of the internal reasons, there seems to be a little absent-minded about brand training, advertising appeals, media operations are also very arbitrary, sometimes there are no brands.

In sales, it is the main market in the province, and the sales volume of other provinces is not too large.

The weakness of enterprise management is reflected in the market obviously. The supervision of retailers is better than none, allowing vicious competition to happen.

Recently, there are more banners in front of shopping malls, and "half price sale of women's shoes!"

Such behavior not only damages the brand image, but also carries out "price destruction" on the whole leather shoes market. In the long run, it is fatal if the brand of the brand is still developing.

I hope that the marketing idea of this factory is worth learning from. It soberly recognizes that monopolizing the market is impossible and can only occupy part of the market.

Women are half of the population, that is, 1/2 of the market.

If this market is done well, it is also quite remarkable; if the "floating virtue" is used as the trump card of women's shoes, it will be even more remarkable. But this kind of good thinking has not deepened into concrete market behavior, and it has been painfully tasted.

Generally speaking, advertising evaluation is relatively mediocre in domestic shoes, and even less than 46. This is due to insufficient mastery of consumers' purchasing psychology, or advertising practitioners only understand the spread and do not understand marketing, so the advertising effect is not satisfactory.

Let's take a few examples: the road to success will make you shine.

Wallis leather shoes.

If the advertisement was a good advertisement in the early Republic of China, it told people that wearing leather shoes was more respectable than wearing shoes with thousand layers of shoes. But in 90s, it was ridiculous.

What is the difference between Wallis and other brands?

What are the selling reasons?

Wear JW shoes and walk along golden road!

JW leather shoes.

This is "drink the hole mansion banquet, make the world article" leather shoes edition.

There is a certain commitment in advertising, but when commitment makes consumers feel unable to achieve it, this commitment also loses its value.

This information is filtered out because it can not communicate with consumers.

Factories spend money on advertising, so they want to sell their products, so they are now defined as an investment behavior. This advertisement is also requested by Liuxiaolingtong, a famous model, who is very helpful in improving the popularity of products, but it is questionable whether they have direct support for specific sales.

As for the advertisements of the brands such as synda, milky, otter and so on, it is even more nonsense -- "nun Da" is "finding the knack of getting upstairs," and "milk crystal" is to let a woman walk around the keys and say, "keep youth" and so on. It's more like cosmetic advertisements than leather shoes advertisements.

These advertisements not only waste the hard won funds of customers, but also annoy the unworthy Chinese advertising circles.

Hengda: there are successes, but mistakes are also obvious.

Let's start with the first Yue Sun edition.

Yue Sun became famous with a piece of song "I wish you peace". We attached the product information to her fame through the trend of fame, and achieved the purpose of improving the visibility of products.

It is important for the brand of Hengda in the introduction period.

The picture of the advertisement is fluent and pleasing to the eye.

But this advertisement has unintentionally carried out the age division of consumers, a "beautiful year, step by step Hengda", I do not know how many middle-aged consumers have been covered. In addition, although the picture is men's shoes lens, but it is in a secondary position, even more covered by the light of Yue Sun, plus the close-up of women's shoes on the upstairs floor of Yue Sun, a gender division has been carried out so that the general consumers think that the main products of Hengda are women's shoes.

From a psychological point of view, information is pmitted to related people, such as sick people who do not care about drugs or adults, and do not care about advertisements for children's food.

These two obvious mistakes have made people's communication two times empty.

So advertising is the world's most risky way to use capital. If you take a little carelessness, thousands of dollars will pay Zhu Geliang.

Starting from the general advertising dogma, the product advertisement in the import stage can be positioned, and the detailed partition is very careful. This is a very common advertising knowledge.

This advertisement also made a common sense mistake.

We seem to have realized the mistake, so we came out again in the Wang Gang version.

As far as Wang Gang himself is concerned, he is a very talented artist. He first became famous in the night of Harbin, and later became a family member in prime minister Liu Luoguo. Indeed, he was more than Yue Sun.

The information of this advertisement is also very strong, and the information of purchase is relatively clear. In general, it is much more mature than the previous edition, and it is also very gratifying.

The shortcoming of this advertisement is that its style is not high, it is also misleading, and it also distracts the attention of the audience.

TV advertisements are derived from drama and movies, which are restricted by these related theories, such as the so-called "Three Unities", "Four Unities" and "five differences".

At the beginning of the advertisement, there was a row of adult women sitting there, wearing underwear and leather shoes. This is contrary to the so-called "life style", and it is also very untrue.

Wang Gang's first sentence "feel good" is a gimmick, but it is also not very healthy.

The Chinese are a post feudalist country, many of whom are "very serious" on the surface.

In essence, family environment is a social environment. In this case, human behavior is certain.