The Construction Of The Enterprise'S Main Brand Of "Science And Technology" Has Become The Top Priority

Recently, the phones of functional shoe manufacturers such as Oneck, Texiang and Shengda have been ringing nonstop - they have received more orders for functional shoes than in previous years. Although it is hard, these shoe enterprises are very busy. Take Texiang as an example, compared with this time period last year, the order volume of this enterprise producing high rise massage shoes increased by 27%; Shengda Light Industry Co., Ltd., which produces anti puncture, kitchen shoes and other functional shoes, saw a year-on-year growth of 49.2% in sales in the first half of this year.

What is the reason for the gradual warming of the functional shoes market? Industry insiders believe that on the one hand, people's consumption demand is differentiated, leading to people's lack of interest in many homogeneous sports shoes; on the other hand, people's functional requirements for shoes are becoming more and more detailed.

In fact, with the development of functional shoes, science and technology will play a leading role in the footwear market. The singing of functional shoes has also set off a wave of "science and technology" in the footwear market. Experts said that in order to avoid the homogenization caused by the influx of too many enterprises, functional shoe enterprises urgently need brand building.

　 Order growth: functional shoes are popular in the market

Recently, Lin Liangyou, the chairman of the board of directors of Aonike (Fujian) Sports Goods Co., Ltd., was very busy. Many customers came to consult Avito five toe shoes. "With the development of the times, this style of shoes is more and more accepted. In addition to its various functions, the popularity of this product is expected." According to Lin Liangyou, their Avito five toe shoes have recently "sold well", "This product is separated between toes. The outsole is made of Malaysian natural rubber. It has good traction and is very suitable for people running, yoga and rock climbing. With the change of people's concept in the past two years, the number of people with special sports needs is growing. It is inevitable that this kind of shoes will become popular in the market."

Ding Xiangjun, the general manager of Jinjiang Texiang Shoes Co., Ltd., was also busy: once the newly developed inner height massage shoes were launched, the customers who placed orders for the products kept ringing their phones. During the reporter's interview, Ding Xiangjun received no less than five calls: "Now we are working overtime to catch up with the work, which is also busy for the person in charge of our production management."

Although it was hard, Ding Xiangjun's "busy" was worth it: compared with this period last year, the order volume of Texiang increased by 27%. "This is mainly due to the newly launched inner height massage functional shoes, which sell very well at the terminal."

Not only in the domestic market, but also in the export area, functional shoes are also rising quietly. Shengda Light Industry Co., Ltd., which is mainly engaged in export trade, mainly produces functional shoes such as puncture proof shoes, fire resistant shoes, mine oil resistant shoes and skid resistant shoes. Its sales volume in the first half of this year increased by 49.2% year on year.

"At present, orders mainly come from Canada, the United States, Mexico and other countries, and when there are too many orders, it is even too late to deliver. In the newly developed Japanese market, the customer has twice proposed to pay for air freight, hoping to arrive as soon as possible." According to Qiu Zhaoyang, chairman of the company, each pair of functional shoes exported abroad can sell for more than 20 dollars on average. "In Canada, the price of each pair of shoes is between $100 and $120, which is the same as the price of similar shoes in Canada."

Today, the growth of the whole sports shoes industry is slowing down, but functional shoes belonging to the sports category are rising against the trend. Why?

Industry insiders believe that, on the one hand, people's consumption demand is divided, leading to people's lack of interest in many homogeneous sports shoes; on the other hand, people's functional requirements for shoes are becoming more and more detailed.

"Rock climbing requires strong ground holding function of shoes, which is the birth of rock climbing shoes. The professional requirements of chefs have hastened the kitchen shoe market. Products such as five toe shoes and swing shoes are developed for consumers' fitness needs." Ding Xiangjun said that with the improvement of living standards, people's demand for professional functional shoes to improve the quality of life is bound to rise.

On the other hand, the functional shoes market has gradually matured after years of cultivation. "In the past few years, people did not recognize the five toed shoes, swing shoes and other products. In addition, the industry is mixed with some fake and shoddy brands, and people think that functional shoes are" fooling "people. But in recent years, the state has carried out a series of regulations on the functional shoes market. In addition, functional shoes enterprises continue to innovate technology and work hard to promote marketing, and various functional shoes concepts are in consumers I am no stranger in my heart. " Lin Liangyou told reporters like this.

　 Main "technology" brand

While functional shoes are popular, the "science and technology" wave in the shoe market is also gradually taking shape.

"Taking kitchen shoes as an example, we have developed anti-skid shoes specifically for kitchens through scientific and technological innovation of shoe materials. People can wear them on stainless steel plates coated with peanut oil and inclined at 45 ° without moving." Qiu Zhaoyang picked up the latest functional shoe product they developed, "kitchen shoes", to tell reporters. "This technology is unique to us, and our anti-skid technology is also leading in the global market."

The Aveto five toed shoes, which also attract consumers with the "technology" selling point, have their own unique features in terms of sweating and germ prevention. It is reported that the fiber used in this kind of five toed shoes is far more breathable than traditional synthetic fibers. With the air guide slot designed for the shoe body, fresh air can be continuously pumped into the shoes every time you step, effectively removing moisture from the feet, and has good odor prevention and sweat wicking performance. "At the same time, the design of separating five toes also reduces the probability of cross infection of mold." Lin Liangyou said that the scientific and technological elements are vividly reflected in this shoe.

In this regard, Jinjiang Lin Mingkun, the general manager of the Leading Dancer Shoes and Clothing Trade Co., Ltd., has the same feeling. According to Lin Mingkun, there are more than three patents of functional shoes in the hands of the leader brand. Recently, the market sales of the "weight training shoes" with a strong sense of "science and technology" of the leader dancers are very good: the shoes are equipped with load bearing sand mats on the soles, which can carry out weight bearing training anytime and anywhere, and are effective in training leg muscles.

In his opinion, the application of high-tech will push the functionalization of shoes to a more modern direction. "Exquisite craftsmanship, advanced technology and good functionality are organically unified, and functional shoes will set off a 'technological flow' in the shoe market.

Lin Liangyou shares this view. "Focus on Shoe market In the future, shoe products need more ventilation, deodorization, fitness, sterilization and other scientific and technological elements, which requires shoe enterprises to take 'technology' as the 'first productivity'. " Lin Liangyou told reporters.

　　 Brand building becomes the top priority

In fact, last year, the functional shoes "outrageous shoes" were very popular in the market, but many enterprises that made "outrageous shoes" were not happy long ago, they suffered a heavy blow: on the one hand, there were potential safety hazards in these shoes; On the other hand, many shoe enterprises have entered this field, and this field lacks a real "brand" in China - lack of core competitiveness. Jinjiang enterprises have to desperately push down prices to expand their sales, and finally make this plate "rotten".

It is worth mentioning that, Functional shoes The market has been heating up quietly in the past two years, and a large part of the reason is also due to the homogenization of the footwear market. As the industry insiders analyzed, "The main reason for the launch of these new concept functional shoes is that the current market category is seriously homogeneous, which makes some shoe enterprises have to work on their products." But this can not help but bring us another problem: will the functional shoes market also face the same homogenization competition as too many enterprises?

Therefore, in the opinion of experts, enterprises should pay more attention to brand construction and highlight the concept of "category first" while playing a unique "technology brand".

"As a sign of products or services, brands can be used to represent and create differences between similar products or services. Consumers can help them choose or identify products or services by creating a feeling and experience about brands," brand marketing expert Zhang Canrong told reporters, How to make consumers feel and experience different from other brands has become the "homework" that many functional shoe enterprises need to do.

"This not only requires the shoe enterprises to have their own unique products and technologies, but also requires the shoe enterprises to spend more time on promotion methods, after-sales services, and consumer interaction experience to improve consumers' awareness of their brands. Otherwise, the functional shoe enterprises that enter a specific segment of the field first are just doing 'wedding clothes' for others." He laughed, "Now consumers who still remember which enterprise was the first to make 'outrageous shoes'?"