Sports Shoes Enterprises Face The Industry Reshuffle Pformation Is Imminent

At present, the market of sports shoes has entered a period of deep adjustment, and many small and medium-sized sports shoes enterprises have been forced to undergo pformation.

The market is rising quietly. Whether the rise of the shoe industry will cause a certain impact on the sports shoes market, it is worth considering whether the sports shoes and clothing enterprises need to introduce new strategies to change the market of sports shoes and clothing to life.

Conversely, the market for sports shoes is less competitive than that of sports shoes, and the market gap is relatively large. However, the operation of tidal shoes can not be referenced. It is only a matter of feeling the stones crossing the river. Therefore, it is up to every enterprise to control. Success depends on the judgement of the enterprise.

The 2000-2002 year is the starting stage of the sports footwear industry, the 2002-2005 is in the development stage, and the 2005-2008 year has reached its peak.

After more than ten years of development, every sports brand wants to increase its market share. Every year, the production of sports shoes and clothing exceeds the demand of the market. Therefore, whether it is international brand or domestic brand, the backlog of stock has become a big problem.

Shoe industry shuffle, small shoe enterprises or eliminated

According to the insiders, the Chinese sports footwear industry really entered the shuffle stage, like international brands, shuffling to the end, leaving Nike, Adidas and several other international brands.

Zheng Chengda, general manager of beetle International Holdings Limited, believes that the current sports shoe industry can only make a big profit with its large brands, with a large number of mature brands, many customers and many outlets. It can make profits on the scale and truly achieve the bright light of the East.

Jiang Wenjun, chief executive officer of BBK footwear brand division, said: "the decline of the sports market is actually a wrong signal. From a healthy standpoint, with the improvement of living standards, people's health awareness is becoming stronger and stronger, and health will not decline. There is no doubt that health means exercise.

The cake in the sports market has never been reduced. It is just the impact between the plate and the plate, the impact brought by the big brand to the small and medium-sized brands, the conflict between the regional markets and the impact between different shoe enterprises, for example, the cloth shoes market is attacking the sports market.

"

The market is bad, but it does not mean the depression of the whole industry. The whole sporting goods industry is still expanding crazily, and the annual sales volume is still rising.

For big brands are opportunities, most of the big brands are making profits, and the competition of small and medium brands is bad.

After constantly shuffling the market, the small and medium enterprises will be eliminated. This is a law of competition. Only the high competition of the industry can eliminate the small enterprises, and the development of the whole industry can reach maturity.

"At this stage, the problems faced by medium-sized enterprises are the biggest.

Large enterprises have strong ability to resist risks, small businesses are small and good turn around.

Chinese characters are deep meaning, "big", two squatting on the ground, standing steadily; "middle" there is only one bar in the middle, there is no support point on both sides, there is no way to balance; "small", next to two points, how many can also achieve a balance.

"Zheng Chengda said so.

Small and medium-sized sports shoes enterprises pformation, differentiated positioning is the core

In the face of the depression of sports market, many small and medium sized sports shoes enterprises have been pforming to seek breakthroughs.

Guo Hui CBA put forward the concept of "fashion life". Hung Xing Wordenka said that the proportion of casual clothes will gradually expand in the future, and the share of professional sports will gradually decrease.

In this regard, Jiang Wenjun believes that if there is qualification to insist on the sports market to do well, if the enterprise does not decline in sports market, it can not make the sports market well and persist, and the most important thing is to build their own core competitiveness.

However, at present, the demand for sports products has been upgraded and fashionable, and fashion may be fancy, maybe concise, simple symbols, and comprehensive use of colors. It is very important for enterprises to realize this.

As for small and medium-sized

As to how to pform enterprises, Zheng Chengda said that the direction of pformation is a test for enterprises. First of all, the breadth of connections and sources of information is crucial.

Information will determine the future direction of an industry. Other enterprises do not fit for pformation enterprises, so we must integrate various information.

Only by collecting huge amounts of information and market orientation can business owners know how to locate their brands.

"Only with the strong, can we coexist with the strong". For example, Anta is the leader in sports field. POOVE is the youngster of the youth. Camels are the outdoors of the teenagers. The seven wolves are the eldest of the costumes. If they follow suit alone, the enterprises will not be able to grow bigger, the market competition is weaker and the business opportunities with demand are bigger.

Secondly, we must be bold and resolute to do it and stick to it. Furthermore, we need to have clear thinking and formulate a business model.

External factors such as channels, agents and so on are not a problem under the premise of product positioning and clear thinking of the business owners.

In China, there is no problem with customers. If there is no customer, it may be that the product is not well done, so the most important thing is to see what kind of goods can be supplied to the customer.

Shoe companies break through and aim at the shoe market.

When the sports market entered the stage of deep adjustment, the market of the shoe market was rising quietly.

"Fast fashion, tide shoes, pretty shoes, odd shoe storehouse, shoe storehouse...

"These words are the more frequent words that have recently come into contact.

Many small businesses that originally made sports shoes and shoes have been pformed into fashion brands, and some entrepreneurs have aimed at the cake in the tide shoes market.

According to the reporter's visit to the relevant enterprises, we know that there are some medium and small-sized tide shoes brands, such as beetles, BBK, bullfighting tribes, etc.

1. beetles, positioning the market front-end, fashion trend shoes, want to build the "shoe store" in the field of tide shoes.

To avoid competition with differentiated strategies, this year will introduce new models of jelly shoes, binding soles and hemp shoes.

2.KFT foot king is also positioning shoes for the purpose of building "shoe store".

Three

Positioning beautiful shoes, promoting the creation of fashion casual shoes for young people, this is a style between Guangdong and Wenzhou shoes, fashion is a new form of fashion.

In fact, the style of this shoe is not the first creation. It appeared two years ago. It is one of the series of big brand products. Like AOKANG, this series is very popular in the category of goods such as AOKANG.

4. bullfighting tribes, in order to create fabric shoes in the field of UNIQLO as the goal, the product style of Spanish foreign style as the main.

5. Si Kai map positioning fashion casual canvas shoes, join the concept of "fast fashion", with 80 and 90 as the main consumer groups, not to do single product canvas shoes, but to do a variety of canvas shoes.

Shoe area or test water "fast fashion"

With the development of fashion industry, the concept of "fast fashion" has been introduced into ZARA and H&M of garment industry, and the garment industry has embarked on the road of rapid development.

The so-called "fast fashion" mainly includes three aspects, that is, new products are fast, cheap and keep up with fashion trends.

Under the guidance of the clothing industry, many enterprises in the footwear industry have launched the concept of "fast fashion", so can the fast fashion in the shoe field really be done?

In this regard, Zheng Chengda said, fast fashion will be a development direction, but the maturity of the shoes itself is worse than that of the clothes. The industrial chain of garment development is longer. Many clothing brands rely on group goods to increase the variety of goods at the early stage. The clothing market has many styles and many styles, but the shoes are of less style, plus the frequency of clothes replacement is higher, the shoes are replaced less than the clothes, the clothes may cost thousands of pieces a year, and the shoes may only need hundreds of pieces, so the shoe area can have "fast fashion", but the execution is worse than that of the clothes.

Now the new brand in the market is promoting hunger marketing. Nowadays, hunger marketing is fast fashion, with "quick" to make up for the shortage of goods structure.

Fast fashion industry needs buyers, and tests the ability of supply chain management and commodity planning.

If we want to take the fast fashion line, we should devote more energy to the research and development of products. In the operation of big brands, there are special development directors who collect information from the market, then analyze, locate and reprint them, and finally make products that match their brand characteristics.

In small businesses, product development is dominated by the boss, and there will be some limitations on product development.

The fashion industry is always the latest. Fashion needs innovation. It changes tradition after a long time. Enterprises need to have the sense of innovation. At the same time, small businesses need the awareness of commodity planning.