On The Wave Of "Technology", Functional Shoes Are Passionate About Surfing.

Take special Xiang as an example, compared with last year's time, this production increased.

The number of enterprise orders increased by 27%, and Shengda light industry company, which produces functional shoes such as anti puncture and kitchen shoes, increased by 49.2% in the first half of this year.

In fact, with the continuous development of functional footwear products, science and technology will play a leading role in the footwear market.

Experts said that in order to avoid the phenomenon of homogenization caused by excessive influx of enterprises, functional footwear enterprises need brand building.

Recently, Lin Liangyou, chairman of the Olympic Sports Products Co., Ltd., was very busy. He came to consult the five toe shoe products.

"With the development of the times, this kind of modeling shoes are more and more accepted by people, and with its various functions, the popularity of this product is also expected."

According to Lin Liangyou, the products of their five toe shoes recently sell well. "This product is separated from toes and toes. The natural rubber is used in the outsole of Malaysia, which is very suitable for running, yoga and rock climbing.

In the past two years, with the change of people's concept, there is a growing demand for people with special sports needs.

Ding Xiangjun, general manager of Jinjiang special shoe industry Co., Ltd. is also busy. They have just developed the product of the inside heighten massage shoes, once the product is launched, the customer phone of the next product order keeps ringing.

During the interview with reporters, Ding Xiangjun received 5 calls: "now we are working overtime, and this is also a rush for us in charge of production management."

Although it is hard, Ding Xiangjun's "busy" is worth it: compared with last year's time, the amount of special Xiang's orders increased by 27%.

"This is mainly due to the product of the newly increased internal massage function shoes, which sells very well at the terminal."

Not only the domestic market, but also the export of functional footwear products.

Shengda light industry company, which is mainly export trade, mainly produces anti puncture, fire and fire resistant, mine oil resistant and skid resistant functional shoes. The company's sales volume increased by 49.2% in the first half of this year.

"The current orders are mainly from Canada, the United States, Mexico and other countries, orders too long or even too late delivery.

In the newly opened Japanese market, the customer has proposed two air freight charges for himself, hoping to arrive as soon as possible.

According to Qiu Zhaoyang, chairman of the company, exports of foreign functional shoes averaged more than 20 US dollars per pair.

"In Canada, the price of each pair of shoes is between 100 Canadian dollars and 120 Canadian dollars, which is the same price as the local shoes."

In today's slowdown in the whole sports shoe industry, the functional footwear belonging to sports category is going against the trend. Why?

The industry believes that, on the one hand, people's consumption demand is fragmented, resulting in people not interested in many homogeneous sports shoes. On the other hand, people's requirements for shoes are becoming more and more meticulous.

On the other hand, after years of cultivation, the functional footwear market has gradually matured.

"In the past few years, people didn't quite approve of these five toe shoes, rocking shoes and other products. In addition, there were some fake and shoddy brands mixed up in this industry.

But in recent years, the country has carried out a series of regulations on the functional footwear market, plus the continuous improvement of functional footwear enterprises.

The concept of all kinds of functional shoes is not unfamiliar to consumers.

Lin Liangyou told reporters this.

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Set off a wave of "technology"

With the popularity of functional shoes, the wave of "technology" in the footwear market is gradually taking shape.

"Take kitchen shoes as an example. We have developed special skid resistant shoes for kitchens through the innovation of shoe material science and technology. People can wear them on the stainless steel plate with peanut oil tilted 45 degrees."

Qiu Zhaoyang picked up a newly developed functional shoe product, "kitchen shoes," which they developed.

"This technology is unique to us. In the global market, our skid technology is also leading."

The five toe shoes, which also attract consumers by "technology", have their unique characteristics in perspiration and bacteria control.

According to the introduction, the breathability of these five toe shoes is much higher than that of the traditional synthetic fibers, and with the air guiding trough designed by the shoe body, the fresh air can be continuously pumped into the shoes during each step, effectively taking the moist moisture of the feet and having good deodorant and perspiration performance.

"At the same time, the separation of five toes also reduces the risk of cross infection between molds."

Lin Liangyou said that the technology elements are most vividly reflected in this shoe.

In this regard, Lin Mingkun, general manager of Jinjiang leading dancer shoes and Garments Trade Co., Ltd. has the same feeling.

According to Lin Mingkun, there are more than three patents on functional shoes in the hands of leading dancers.

In the past few years, the "heavy training shoes", which are "strong technology", are selling very well in the market. The shoes are loaded with sand pads on the soles, and they can carry out weight training at any time and anywhere. They are effective in exercising leg muscles.

In his view, the use of high technology has pushed the functionalization of shoes to a more modern direction.

"Delicate technology, advanced technology, and good functional unity", functional shoes will lift the "technology flow" in the shoe market.

Lin Liangyou shared this view.

"In view of the future of the shoe market, shoes products need more technological elements such as ventilation, deodorization, fitness, sterilization, and so on, which requires shoe manufacturers to" technology "as" the first productive force ".

Lin Liangyou told reporters.

Attention should be paid to brand building.

In fact, last year, functional shoes "

"In the market, it is unusually hot, but many enterprises that have done" run away shoes "are not happy for a long time. They have encountered a heavy blow: on the one hand, there are hidden dangers in such shoes; on the other hand, many shoe enterprises enter this field, and in this field there is no real" brand "in Jinjiang -- the lack of core competitiveness.

It is worth mentioning that the functional footwear market has been heating up in recent years, and a large part of it is due to the homogenization of the footwear market.

As the industry analysis: "the new concept of functional footwear market, the more important reason is that the homogenization of the market is serious, and some shoe companies have to work on the product."

But this can not help but bring us another question: will the functional footwear market also face the fact that too many enterprises enter the same market and become homogeneous competition?

To this end, in the view of experts, enterprises should pay more attention to brand building and highlight the concept of "category first" while playing a unique role in "technology licensing".

"Brand as a sign of product or service can be used to characterize and create the difference between similar products or services. Consumers rely on the brand to create a sense and experience to help them select or identify products or services."

Zhang Canrong, a brand marketing expert, told reporters how to make consumers feel and experience different brands from other brands.

"This requires not only shoe companies to have their own unique products, unique technology, but also shoe companies to spend more time on promotion, after-sales service and consumer interaction experience, so as to enhance consumers' awareness of their brands.

Otherwise, the functional shoe and shoe companies that first enter a subdivision area are only "bridal clothes" for others.

He laughed. "Now, who does the consumer remember the first enterprise to do?