Sports Shoes: Seeking New Brand Core Positioning

A few days ago, Nike released its fourth quarter financial report, showing that the sales revenue in the Chinese market fell in the quarter, compared with the third quarter, a decrease of 3.9% in the month.

PEAK sports surplus police said that as of the end of June this year and the end of December, the annual net profit will decrease significantly, which will be mainly due to the extensive inventory adjustment and weak economic situation this year. PEAK is the second sporting goods company after Lining issued a profit warning.

The 2000-2002 year is

In the initial stage, 2002-2005 years are in the development stage, and 2005-2008 years have reached the 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.

BBK

Jiang Wenjun, director of brand operation Department, 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 consciousness is stronger and stronger, and their health will not decline. There is no doubt that health means moving.

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 brands to the small and medium sized brands, the conflict between the regional markets and the impact of different shoe enterprises, such as the market of cloth shoes in the impact of the sports market.

The market is bad, but it does not mean the depression of the whole industry.

Still expanding crazily, annual sales are 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 the market shuffle, the SMEs will be eliminated. This is a rule of competition. Only when the industry is highly competitive can the small enterprises be eliminated and 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 and "big", two squatting on the ground, standing steadily; there is only one bar in the middle of Chinese characters, there is no support point on both sides, there is no way to balance; the word "small" has two points, and how many can achieve balance.

Zheng Chengda said.

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 to how to pform small and medium-sized sports shoes and clothing enterprises, Zheng Chengda said that the direction of pformation is a test for enterprises. First, the breadth of the accumulation of people's connections and the source of information is very important.

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.

{page_break}

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".

3. BBK shoes positioning beautiful shoes, is advocated for young and middle-aged to create fashionable casual shoes, this is a kind of shoes between Guangdong and Wenzhou style, is a new fashion 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.

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 rise of the tide shoes market will also cause a certain degree of 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.

Of course, as more and more enterprises join the ranks of the brand building of the tide shoes, can the tide shoe market also create similar brilliance of the sports shoes market? Will it eventually encounter the serious situation of the homogenization of the sports shoes market?