Shishi Shoes Enterprises Explore The Road Of "Differentiation"

At present, there are hundreds of shoe factories with different sizes in Shishi, and they have become the production base of casual shoes since the production of the original manual workshop.

After years of efforts and exploration, Shishi leisure sports shoes products have gradually formed their own mature style, adapted to the needs of the masses, and the products have been serialized.

However, with the continuous improvement of people's consumption demand, Shishi casual shoes also showed a tendency of "homogenization".

The footwear brand is becoming more and more assimilated. "In recent years, the footwear industry in Jinjiang and Shishi and other places has been imitating the wind, and the product style and marketing mode have become more and more assimilated by Yu Lei."

This is a shoe industry bosses worry about the shoe industry.

He thinks that from the relatively mature brands on the market, the styles are almost the same. At present, the number of leisure and sports shoes produced in Shishi and Jinjiang area is over 5 billion double, and the number of overseas sales is considerable.

Some enterprises have made considerable progress relying on primitive accumulation and established their own brands.

In the short time, many famous brands of leisure and sports shoes have appeared in the short time, but the styles, materials, colors and even marketing channels of the twenty brands are more chaotic. They all present a ray of assimilation, so that consumers can not find their differences.

According to the analysis, the overall competitiveness of the footwear industry has not been improved, and still remains in price competition and imitation. Serious internal friction business funds increase costs and make the whole industry empty.

Looking for the road of differentiated development, in the late 90s, Jinjiang sports brand shoes pioneered a licensing movement in the footwear industry, thus promoting the brand revolution of Shishi shoe industry.

Since this year, in the face of increasingly fierce competition and product convergence, some shoe companies in Shishi are trying to find ways to differentiate.

"From the fashion culture and the terminal atmosphere experience, the brand concept of the avant-garde and the fashionable rough is fully displayed, and the marketing orientation of the leisure shoes brand with the most fashionable design style in China is taken."

In the autumn and winter new products conference held by a shoe manufacturer recently, the company took the fashion design as the brand's strategic behavior for the first time in Shishi casual footwear industry. It used consumer's fashion demand as an important reference for product design. At the same time, it introduced the world's advanced fashion concept and blended into the exotic elements in the product design. The fashionable T-shirts of YISHION leisure, sports and rock version were matched with the cutting-edge business and leisure leather products, showing the fashion men's work and life scene shuttles and role switching.

Mr. Lin, a manager of Shishi shoe company, also believes that the two industry cultures of Shishi's shoes and clothing interact with each other, and that the strong casual clothing culture has a greater impact on the relatively vulnerable leisure shoes culture.

Today, our leisure culture has been infiltrated into all aspects of the industry after the reform and opening up.

In the 08 autumn winter new product conference of Shishi shoes held recently, the company's development strategy of business casual shoes on the basis of the current many casual shoes brands has attracted wide attention from the industry.

At the meeting, it was predicted that in the next 3 to 5 years, business casual shoes will become the dominant industry in the whole shoemaking industry.

In terms of marketing, the sales channel of Shishi shoe brand is mainly agent sales system, and sales products are sold through shoe sales agents all over the country. Some shoe companies have adopted Monopoly chain marketing mode through superior brands, and there are many exclusive stores throughout the country, not only selling sports shoes, but also selling sportswear.

With the growing number of sports shoes manufacturers, sports shoes in the sales market has gradually been saturated.

Therefore, the industry analysis, comprehensive market feedback, the future consumption of footwear will gradually change to business casual style, Shishi business casual footwear industry will usher in greater room for development.