New Trend Of Footwear Industry Development: Differentiation Positioning Becomes The Killer Of Local Brand Spanformation.

Nowadays, with the increasingly saturated market of traditional sports goods, many of Jinjiang's shoes Enterprises are aware that if they play the banner of "sporting goods" before, it is very difficult to break through the heavy encirclement of sports goods giants such as Anta. At this time, differentiated positioning has become a breakthrough killer of these shoe companies.

As early as three years ago, the alligator group began to prepare well, and this year it has officially embarked on the road of spanformation from sporting goods to life brand. In this regard, Lin Jiancheng, President of the alligator group, told reporters that today, alligator, whether it is marketing mode or product, has already broken away from the original professional sports shoes series and entered the construction process of the brand culture of fashion life; and Ai Li Bao shoes and Garments Co., Ltd. has also realized the perfect spanformation from the professional competitive sports brand to the street lifestyle trend brand from the end of last year.

In addition, the positioning of the fashion lifestyle brand of Yue Feng shoes and Plastic Co., Ltd., D.BRADA brand, and the brand of shuangbu brand of man Deng Lin Shoes Co., Ltd. is the latest example of emerging brands to create lifestyle brands. Not long ago, the launch of the Yue Feng D.BRADA brand global launch ceremony marked that the D.BRADA brand of Yuefeng footwear industry began to formally enter the Chinese casual shoes market and complete the magnificent spanformation from the simple foreign trade to the internal and external sales. And the man Deng Lin shoe industry will propose Leatherwear The shoe making technology is used to produce casual shoes to fill the market fault of casual leather shoes at middle price level, which means that "Shuai bu" will also embark on the journey of "fast fashion" life brand in China's casual footwear industry.

"At present, a second tier city has been surrounded by too many sports brands. Shuai step does not want to compete in this competition for the time being." Wang Xiaofen, chairman of the man Deng Lin shoes industry Co., Ltd., said, indeed, as Wang Xiaofen said, more and more Jinjiang footwear enterprises feel the degree of competition in the sports goods market is becoming more and more intense. Differentiated marketing has become the killer of enterprises.

In this regard, Zhang Jilin, marketing director of Aili Bao shoes and Clothing Co., Ltd. also said that Ailey Po from sporting goods to life brand, is to achieve the goal of differentiation, marketing differentiation, product differentiation of new brand building, and further expand product lines, to obtain greater market space. "The professional sporting goods market is relatively narrow, and the competition is fierce. Only by identifying its brand positioning can we create a new market in the market." Zhang Jilin said.

Ding Jinhui, general manager of Yuefeng company, told reporters that market segmentation is bound to become the trend of the development of the industry. "Consumers' living consumption level is higher and higher, and consumption habits tend to be rational. The technology content of products will also receive more and more attention from consumers." Ding Jinhui said, for this reason, Yue Feng will focus more on product innovation. It is not only a design innovation, but also an innovation of technological content. Only if it is different from the similar products on the market, can we fashion a whirlwind in the market.

However, in fact, from sports goods to life and leisure brand spanformation Road, not all enterprises choose a thorough spanformation. "We find that young people in sports shoes and sportswear pay more attention to entertainment than sports in their daily life. The reason is simple: Chinese sports stars are often the stars of the Olympic year, while entertainment stars are the most sustainable concern of young people. And our marketing strategy is also sustainable. Why is he suffering from the vice president of del Hui group in an interview with the media? However, while working with artiste Jay Chou, del Hui is also advocating "sports life". "Our new sports resources in marketing strategy are actually a kind of homeopathic extension. There is no contradiction. The target group of del Hui marketing has not changed, but it is more substantial and colorful in the cultural construction of consumer groups. Why bother to say that this just shows that the brand marketing of Dell Hui is going deep, and it has made a further choice after deeply examining consumer group culture. OK, breast enhancement to the black eye eye cream list, cream cream, makeup, water, ranking, thin face, foot care, what brand is good, freckle, wrinkle and firming, what brand is good.

Reporters learned that, in order to develop rapidly in the fashion casual shoes market, the Yue Feng locates the individual taste group, innovates the category, integrates the top fashion brand genes, introduces high-tech environmental protection materials, and finds the balance between the top fashion and leisure experience, so as to meet the increasingly personalized needs of consumers and create a taste class that belongs to the D.BRADA brand.

{page_break}

"Only with strong marketing R & D team, unique differentiated footwear category, technology and environmental protection, comfort and integration of product guarantee, Yue Feng shoe industry can get its own consumer groups in the leisure market." Ding Jinhui said.

In this regard, Shuai step hopes to expand the new market space with the market strategy of "a spark can start a prairie fire" and "encircle the cities in the countryside". "We will launch a new offensive based on the three or four line cities, with the county as the main input market. On the dealer's strategy, we will try to promote the "goods distribution system" mode to make rapid progress, taking 18 days as a cycle, and truly realize the meaning of "fast fashion". Besides, Shuai step will adopt differentiated management, including brand, marketing mode, product and market differentiation. Wang Xiaofen said that this will not only bring convenience to dealers, but also allow dealers to achieve zero risk zero inventory.

Reporters learned that alligator products on the basis of the original, the essence of the elements of life and spirit to integrate more accurately, so that alligator products, whether in the fabric, cutting, style, style, craft and so on, have been a new baptism and spanformation, the price span of products has also been adjusted and promoted accordingly. "With the constant changes in the attitude and needs of the market people, the development of the brand of alligator has long been adjusted. On the basis of strong brand promotion, as the survival of enterprises, product requirements are naturally the most important. Lin Jiancheng said.

"Changing brands and positioning is indeed a good idea. Brand operation strategy 。 Nowadays, many people think that fashion casual shoes will be fired again, just as sports goods will be fired at that time, so they will set foot on foot. But the spanformation also means that enterprises need to re accumulate all kinds of resources. Marketing experts Zhang Fasong said, of course, there will be individual enterprises to succeed, but any market competition is very fierce. The market is indeed a trend of popular casual fashion shoes, but whether it will last for a long time, no one knows how large the space is, and it is difficult to estimate. Therefore, Zhang Fasong said, because most of the shoe enterprises in Jinjiang are from the production of casual shoes, this turn is to take the old road. Therefore, enterprises should pay special attention to the fact that today's market is different from what we started at home. We must break the old pattern and not be blinded by empiricism. If we want to change the market and brand positioning, enterprises must seriously study new sales ideas and products. "Only products built on market demand will adapt to the new market atmosphere in marketing." Zhang Fasong said.

However, for the trend of the development of casual shoes, Zhang Fasong pointed out that there must be enough enterprises to cultivate this trend. The market has always been the way for small businesses to go out of the way of innovation. But ultimately, if we want to become a big climate, we must have the advantages and resources of leading enterprises, so that this new trend will become universal and lasting.