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Six Main Characteristics Of Outdoor Footwear Brand Research And Development

2013/3/18 11:30:00 24

March 18th, to observe the latest design and development of the international outdoor a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" brand, which has been listed for 2012-2013 years. The Xiaobian summarizes six characteristics:

first, hand-made shoes making is still the focus of the international outdoor footwear brand, especially the European outdoor footwear brand promotion, such as Sweden's HANWAG brand and ZAMBERLAN brand; however, there will be different handcrafts, such as the Zamberlan brand is promoted by "manual degree", while HANWAG is YISHION handcraft.

In addition, many excellent shoe making processes have been inherited and developed.

Second, retro ism and bright color collision -- in terms of appearance of shoes, brands are catering to the aesthetic needs of consumers in the unsatisfactory world economy (such as franchised stores). For example, the high-end HANWAG brand adopts the "retro" appearance design, while the CRISPI brand facing the public is anti traditional gray and black color, and is bold to adopt the fashionable color.

Third, fabric science and technology, fabric is one of the most important indicators of brand positioning.

For example, HANWAG calls for the high quality cowhide from the European designated farm to raise cattle; the AKU brand and the Vasque brand are also promoting its 100% genuine leather fabric; CRISPI has launched four years of research and development, and has launched the combination of canvas fabric and GORE-TEX shoes.

Fourth, antiskid and hiking. In the aspect of shoe sole, the key development direction of each brand is to deal with two aspects of ice skidding, anti slip and cross-country hiking.

For example, the HANWAG brand soles use the combination technology of ultra-fine glass fiber and synthetic rubber, so that they can effectively prevent skid on foot while the various brands have launched the cross-country Hiking Series. They have developed various structures and materials for dealing with various hard and complex roads.

fifth, tradition and improvement -- in the aspect of shoe styles, all brands have inherited the traditional bestsellers, and based on the progress of science and technology and fashion trends, they have gone through an old road to improve them, and have only launched new models for new applications.

In terms of the specific styles, the brands are still concentrated on outdoor hiking shoes, such as the HANWAGBANKSGTX won the OUTSIDE2013 annual award, the men's hiking shoes, and the TOFANENWGTXRR top tread shoes with the highest manual participation of Zamberlan. At the same time, most brands launched new models in cross-country hiking, such as the AKU brand ARRIBAIIGTX, which is suitable for off-road hiking, and breathable lightweight hiking shoes. CRISPI has launched a number of lightweight fashionable cross-country hiking shoes; the VASQUE brand from the United States has launched a series of cross country running shoes.

sixth, temperature - in the application season, HANWAG shoes from Scandinavia Sweden are mainly pushing the winter shoes in this ISPO, focusing on automatic heating function and ice skid resistance function, while summer shoes are concentrated in ultra light, breathable, full leather and so on.

CRISPI is more impressed by the differences between the north and the South and the seasonal differences in the Chinese market, so it has launched a more comprehensive series of shoes and models.

in addition, all brands have their own advantages and key points in technology development, and on this basis, promote the quality of shoes.

For example, AKU brand attaches great importance to shoe last design. In 2013, it launched the latest IMS series of hiking shoes with built-in midsole technology.

There are many examples of brands.

the relationship between product development and marketing:

according to the above six points, there are five understandings from the relationship between product development and marketing:

1. Brand positioning determines the direction of product development.

HANWAG brand positioning high-end, in terms of product development, whether functional or fashionable, is a comprehensive and profound combination of high consumption groups, focusing on improving product quality, the appearance of retro ism.

In contrast, the CRISPI brand has taken a new road of fashion based on the classic selling styles such as MONACO, AWAY and ALLOVER in the past, especially the bold fashion and bright colors of MONACO, so as to adapt to the fashion pursuit of the public outdoor enthusiasts.

two, brand marketing strategy affects product development strategy.

HANWAG brand believes that China's outdoor market is an emerging market. It hopes to win customers' long-term trust with high quality shoes, and gradually expand the number of purchases, so focus on improving the quality.

CRISPI thinks that China's outdoor market needs a wide range, and urban leisure funds are the mainstream of demand. Therefore, it is trying to fit in with China's outdoor market to promote products.

The VASQUE brand believes that the customers in the Chinese market are changing from the recognized brand to the accredited quality, and the VASQUE brand technology is impeccable. Therefore, the more important part is the professional promotion of the sales terminals.

three, outdoor sports trend has led to the development of new products.

Outdoor off-road hiking has become the mainstream of outdoor sports. In the summer, outdoor leisure activities are increasing rapidly, and the development of outdoor outdoor crowds in winter has led to the development of new types of outdoor consumers. Various brands have added outdoor off-road products, or upgrading and upgrading on the basis of traditional product lines.

four, the law of market development promotes the introduction of new materials.

With the development of canvas material and integration with GORE-TEX, CRISPI brand has undoubtedly reduced the application of < a target= "_blank" href= "http://www.91se91.com/" > leather < /a >, and reduced the cost of the product itself.

five, the characteristics of the new market determines the adjustment of the product.

HANWAG comes from Scandinavia Sweden, and shoes at low temperature are its advantages. When entering the Chinese market, new products of summer footwear are being launched.

This is also illustrated by the CRISPI brand's extensive and differentiated market in China, and constantly introducing new products to meet demand.

the general trend of international footwear brand development:

the development trend of each international outdoor footwear brand has its unique development at different levels and dimensions according to its own positioning and advantages.

In view of the current international outdoor footwear brand performance, from the perspective of the development of the situation, summed up as four points:

1, to meet the demand -- product range and style meet wider area, large span (exclusive store) temperature and different outdoor sports types are the general trend;

two, cheaper and cheaper materials and more scientific design are the eternal themes of product development, but are more prominent at present;

three, lipstick effect -- the pursuit of fashion among the mass consumers is highlighted. More marketing promotion will affect the balance breaking of the past outdoor footwear business mode;

four, structural adjustment -- the recognition and attention of international brands to new entry markets, such as the Chinese market, will affect the readjustment of the previous product structure.