Jinjiang Sports Shoe Enterprises Have Transformed Into Leisure Lifestyle

Recently, the reporter found that more and more shoe enterprises began to transform from sporting goods to lifestyle brands in brand marketing and even product positioning. And some emerging shoe brands that have transferred from foreign trade to domestic sales are directly involved in the creation of fashion life brands.

With the increasing saturation of the traditional sporting goods market, many Jinjiang % of shoe enterprises realize that it is difficult to break through the encirclement of domestic sporting goods giants such as Anta if they continue under the banner of "sporting goods" in the past, whether in terms of marketing methods or product positioning. At this time, differentiated positioning has become a breakthrough killer for these shoe enterprises.

　　 The journey of "transformation"

Alligator Group began to make preparations three years ago, and this year it officially embarked on the road of transformation from sporting goods to lifestyle brands. In this regard, Lin Jiancheng, president of Alligator Group, told the reporter that today's Alligator, whether in marketing mode or in products, has already left the original professional sports shoes series and entered the journey of building a brand culture of fashion life; Since the end of last year, Alibo Shoes and Clothing Co., Ltd. has also achieved a perfect transformation from a professional competitive sports brand to a street lifestyle brand.

In addition, the positioning of fashion lifestyle brands such as D.BRADA brand of Yuefeng Shoes&Plastics Co., Ltd. and Chuangxing Shuaibu brand of Mandelin Shoes Co., Ltd. are the latest examples of emerging brands building lifestyle brands. Not long ago, the global launching ceremony of Yuefeng's D.BRADA brand was held, marking that Yuefeng's D.BRADA brand began to officially enter the Chinese leisure shoe market, and completed the gorgeous transformation from purely foreign trade to simultaneous domestic and foreign sales. However, Mandelin Shoes proposed to produce casual shoes with leather shoemaking technology, so as to fill the gap in the market of mid price casual shoes, which means that "Shuaibu" will also set foot in China Casual shoes industry The journey of "fast fashion" life brand.

"At present, the first tier and second tier cities have been surrounded by too many sports brands, and Shuaibu does not want to participate in this competition for the time being." Wang Xiaofen, chairman of Mandelin Shoes Co., Ltd., said that indeed, as Wang Xiaofen said, more and more Jinjiang shoe enterprises feel the intense degree of competition in the sports goods market, and differentiated marketing has become a killer for enterprises.

In this regard, Zhang Jilin, the marketing director of Alipay Shoes and Clothing Co., Ltd., also said that Alipay's transition from sporting goods to lifestyle brands is to achieve the new brand construction of goal differentiation, marketing differentiation and product differentiation, and to further broaden the product line and obtain greater market space. "The professional sporting goods market is relatively narrow, and the competition is very fierce. Only when you find your own brand positioning can you make a breakthrough in the market," said Zhang Jilin.

Ding Jinhui, general manager of Yuefeng Company, told reporters that market segmentation will become the trend of industry development, and building a brand of fashion and leisure life is born in response to the situation. "As consumers' living standards become higher and higher, and their consumption habits become more rational, consumers will pay more and more attention to the scientific and technological content of their products." Ding Jinhui said, for this reason, Yuefeng will focus more on product innovation, not only in design, but also in scientific and technological content, only different from similar products on the market, To create a fashion whirlwind in the market.

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　　 Gradual transformation

However, in fact, not all enterprises choose to completely transform from sporting goods to lifestyle brands. "We found that those who wear sneakers Sportswear Of the young people, in their daily life, they pay more attention to entertainment than sports. The reason is simple. Chinese sports stars are often the stars of the 'Olympic Year', while entertainment stars have received the most sustainable attention from young people. And our marketing strategy itself is sustainable. " He Ku, Vice President of Delphi Group, said in an interview with the media. However, while cooperating with the artist Jay Chou, Del Hui is also advocating "sports life". "The fact that we add new sports resources to our marketing strategy is just an extension of the trend, and there is no contradiction in it. The target group of Delhui's marketing has not changed, but the cultural construction of consumer groups has become richer and more colorful." He Ku said that this just shows that Delhui's brand marketing is going deeper, The choice made again after in-depth investigation of consumer group culture. Okay? Breast enhancement eye cream to remove dark circles ranking list Isolating cream affordable makeup lotion ranking list What brand is good for face and foot care? What brand is good for freckle removal, wrinkle resistance and skin firming

The reporter learned that in order to achieve rapid development in the market of fashion casual shoes, Yuefeng will focus on individual taste groups, distinguish by innovative categories, integrate top fashion brand genes, introduce high-tech environment-friendly materials, and find a breakthrough balance between top fashion and leisure experience to meet consumers' increasingly personalized needs, Create a taste class exclusive to D.BRADA brand. "Only with a strong marketing research and development team, a unique differentiated shoe category, and a product guarantee of integration of technology and environmental protection and comfort, Yuefeng Shoes can gain its own consumer groups in the leisure market." Ding Jinhui said.

In this regard, Shuaibu hopes to expand new market space with the market strategy of "a single spark can start a prairie fire" and "the countryside encircles the city". "We will launch a new offensive focusing on the third and fourth tier cities, with the county as the main input market. In terms of the strategy for dealers, we will also try to promote the" distribution system "model to move forward quickly, and take 18 days as a cycle to truly realize the meaning of" fast fashion ". In addition, Shuaibu will adopt differentiated management, including brand, marketing model, products and market Field differentiation. " Wang Xiaofen said that this move would not only bring convenient supply channels to dealers, but also enable dealers to achieve a risk-free zero inventory situation.

The reporter learned that alligator products, on the basis of the original, more accurately integrate the elements and spirit of taste life, so that alligator products have a new baptism and transformation in terms of fabric, cutting, style, style, process, etc., and the price span of products has also been adjusted and improved accordingly. "With the constant changes in the attitude and needs of the market public, the development of the Alligator brand has already made adjustments. On the basis of strong brand promotion, as the foundation of the survival of the enterprise, product requirements are naturally the top priority," said Lin Jiancheng.

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　 Break the pattern

"Changing the brand and market positioning is indeed a good brand operation strategy. Now, many people believe that fashion casual shoes will become popular again, just like the sporting goods at that time, so they have set foot. But the transformation also means that enterprises need to re accumulate various resources." said Zhang Fasong, a marketing expert, Of course, some enterprises will succeed, but any market competition is very fierce. There is indeed a trend of popular casual fashion shoes in the current market, but no one knows whether it will last for a long time, and it is difficult to estimate the size of the space. Therefore, Zhang Fasong suggested that since most shoe enterprises in Jinjiang started from the production of casual shoes, this shift is regarded as a return to the old way. Therefore, enterprises should pay special attention to the fact that today's market is different from what they did when they started. They must break the previous inherent model and not be blinded by empiricism. If we want to change the market and brand positioning, we should seriously study new sales concepts and products. "Only products based on market demand can adapt to the new market atmosphere in marketing," Zhang said.

However, regarding the development trend of this casual shoe trend, Zhang Fasong pointed out that there must be enough enterprises to jointly cultivate this trend. In the market, small enterprises have always been the first to go out of the path of innovation, but in the end, to become a big climate, it must have the access of leading enterprises' advantageous capital and resources, so that this new trend can reach the possibility of popularization and durability.