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How Can Domestic Leisure Shoes Brand Maintain Market Advantage?

2013/4/23 20:52:00 22

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although the traditional sports goods market in China has only more than 10 years of development history, it has experienced explosive growth, especially in the 2008 Olympic Games.

After the Olympic Games, the growth rate of the domestic traditional sporting goods industry is slowing down. In comparison, leisure skin a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > rivers and lakes can be described as "quiet surging".

however, after the phenomenon of homogenization of different brand products in traditional sports, outdoor sports, children's shoes and other industries, the potential of local casual shoes to be excavated simultaneously has the same phenomenon of product positioning, channels and price, and has become increasingly prominent.

Homogenization seems to be a lingering nightmare in the industry.

How do local casual shoes maintain market dominance in the trend of homogenization and catch up with the international shoe brand camps? Do they need to make new adjustments in pursuit of market share? This is a serious problem faced by many local casual footwear enterprises.

Let's listen to the voice of several representative local leisure shoe enterprises.

leisure times, the world below /strong > /p >

fast pace of life, the desire for leisure lifestyle is being strongly pursued by people.

People expect to get happiness and relaxation from leisure consumption and avoid hurrying away with life in haste.

In this case, leisure becomes synonymous with fashion.

Less than P, leisure will become a new fulcrum for the development of footwear industry.

From the perspective of the development trend of China's footwear industry, the market for shoes will be bigger and bigger.

Local leisure shoes concentrated in Jinjiang, Shishi and Huian, from scratch, from big to big, firmly grasp the characteristics of "leisure", constantly make innovations in product style and dress experience, and promote the continuous growth and development of this industry.

The shoe brands of Jin Mai Wang, bulls giant, camel, conductor and famous Lang are familiar with shoes.

Generally speaking, the local casual leather shoes market is still in the "spring and Autumn Period" at present, P.

Unlike foreign casual leather shoes, depending on the professional and market segments, the local casual footwear market is more market expansion with the upgrading of Chinese consumption.

Objectively speaking, although local casual leather shoes start with traditional sports goods industry at the same time, but because of the development direction, business philosophy, capital scale and marketing environment and other factors, there is no big climate.

Until recently, local casual leather shoes came out of the shoes industry and grew stronger.

Unlike traditional sports goods or formal shoes, the key reason for local leisure shoes to win the market remains to be deeply thought by local enterprises.

The P shoes market has a certain rate of growth every year. Not only the old shoe brands continue to expand their market share in the market, but also attract many new forces to join this camp.

But whether veteran veteran or recruits are now in the army, it is urgent to improve brand management from strategic positioning, brand promotion, R & D mechanism, terminal image and store layout.

the long march of local shoe brands /p >

> the words "brothers go up the mountain and take their own roads" are used to describe the current situation that the local shoes are still crossing the river by feeling the stones.

under the environment of oversupply of the market, compared with ECCO and Saint gage, the domestic brands are still in the selling stage, and the products with a factory price of more than 200 yuan are sold at seven hundred or eight hundred of the price in the market.

Local shoe brands are faced with high prices and rising costs. They need to learn from the successful development mode of international brands while looking for their own brand development routes, and strive to enhance their personalization and added value in brand development.

from the development history of the whole shoe industry, the local shoe brand is short of development history and the brand influence is not high enough. At present, enterprises can only concentrate on developing the two or three line market, and the price positioning has a big gap with the international brand.

Although the domestic shoe brand has gained the opportunity to seize the middle and low end market, but because of the low threshold of manufacturing industry, a large number of shoe brands have homogenized products, homogeneous channels and similar packaging.

Consumers can not choose at any time, it is difficult to form loyalty to a brand, and the overall market atmosphere is not strong enough to enhance the sales of shoe brands.

"P", "Huafu", the brand director of distinguished leisure shoes, after visiting many one or two level shopping malls in Beijing, we can not help regreting that the advantages of international brands such as detailed product, stable quality, after-sales service and so on do bring great significance to local enterprises. For local shoe enterprises, lifting brand value is a pressing task at present.

Hua Fuyi said that the growth of a brand value must be well positioned, planned, and so on, so that the right time, suitable brand and suitable combination of goods can make the product sell well, instead of simply staying at the level that the product is sold at a low price.

Because of the problem of group goods, local shoe individual brands do not highlight their brand characteristics, and their position in the mall is being squeezed.

In addition, the domestic shoe enterprises have to grasp the whole market, do not have a clear market position of the brand itself, and have no clear market segmentation, which is also the reason for the lack of relative confidence of the local brands themselves in the face of the market.

Looking at domestic shoes, no brand can command the whole of China.

Special people do special things.

Therefore, we must make market segments, focus on core positioning, do not seek rapid expansion of scale, but rather optimistic about the long tail demand of the market.

the impression that the local shoe market has never brought the outside market has been very small. The chairman of Huang Qihuan, the chairman of Jin Chang shoes and garments company, has a unique perspective on the products from "a target=" _blank "href=" http://www.91se91.com/ "designer" /a ".

Huang Qihuan said, in fact, according to the past development, the sales volume of the local shoe market has increased year by year.

However, why do they always feel little about the outside world? Part of the reason is that the development history of shoes is relatively short, and is still in the development stage. The maturity of the brand is not very high. Meanwhile, some brand names occupy the original market share of local shoes.

Besides, local shoes are mainly posted outside, and the increase is shown outside the mainland.

Overall, the annual sales volume of local shoes is on the rise.

For local brands to enter the domestic second tier shopping malls, there is a barrier between brands and quality.

Although some brands themselves are packaged as international brands, they still can not keep up with their quality. Brand promotion and marketing are very lacking in brand awareness, and brands do not match quality.

of course, most of the local shoe enterprises have realized the seriousness of brand, product, service and so on, but the real root node has not been caught yet.

Thinking about how to change and solve these problems requires multiple efforts: 1, change the thinking of business decision-makers.

Local shoe companies are also aware of these gaps, but they can't do that.

In particular, the local family oriented enterprises, the steering mind is very critical. When we realize that business is not well done, we must use the long-term development vision to pursue the underlying reasons behind the difficult business and the long-term development direction and future market orientation of the brand.

2, brand operation, the development of footwear industry has changed from extensive mode to fine mode, which inevitably involves investment problems. It also requires enterprises to strike a balance between short-term interests and long-term interests.

3, in the process of execution, there is a conflict with the old idea. The operation team of the brand itself has no sense of cultivating loyal consumers.

Internationally renowned shoe brands can achieve almost every store's sales performance, thanks to the conscious cultivation of loyal consumers.

Of course, cultivating loyal consumers is a systematic problem.

First of all, the style and style of the product should be started from the consumers. The domestic brands do not analyze the products and styles of different regions according to the comprehensive analysis of consumers and stores. Only a little change is made every year. Secondly, the balance between the long and short term interests should be balanced, the threshold for domestic brands to join is relatively low, and then the service will be implemented, and the service of the international brand will be implemented to every consumer, while the domestic brand is not yet in place.

Less than P, the brand of Jinjiang is a shoe brand that occupies the middle and high end market. Although its camps are located in the mainland, it is unique in the local shoe brands.

Lin Yingwei, general manager of the high lever shoe industry, has analyzed that a successful mode can be reused.

At present, it has reached strategic cooperation with several shopping malls in Shanghai, and has also cooperated with Beijing contemporary, Cui Wei, Yansha and Seth.

At the same time, based on the strong and strong alliance, cooperation with Taiwan thin leather shoes is being discussed.

While giving advantages to enterprises, Lin Yingwei also realized that this is also a disadvantage for enterprises because the chain structure needs a huge capital chain as the foundation.

relative, the local shoe brand set is full of advantages over a few.

For most local shoe companies, products are the key to the core of the brand.

a Jiangsu shoe agent of Shishi shoes has once picked up the fatal problem of local shoes on the product: the brand product has certain advantages in the local area, but it has been equated with the advantage all over the country.

It is not uncommon for local shoes to work hard on copying, and the biggest risk to do is to make the supply chain too long and slow development, and the season will lead to pressure.

Therefore, the local shoe should stand in a global perspective and make use of the advantages of the fashion frontier in Guangdong, and absorb more nutrition in product design and materials.

shoes are used as accessories to match < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > rather than leading brands.

With the leisure concept gradually forming a big concept on shoes and clothing, localization and development of local shoes products should be based on the needs of consumers, create distinctive products, and insert brand culture into products.

The group it faces is mainly middle-aged and young people, and it needs more delicate wrist compared with other shoes.

In the dissemination, it tends to be more rational. According to the target audience and their own brand positioning, in the specific operation of the brand, we must seize the leisure needs of this group, do the "addition and subtraction" according to the positioning needs, and flexibly combine product categories and innovative processes according to the lifestyle of the target consumer groups, and apply the brand's visual identification elements to the design of shoes.

In the brand culture and specific products to meet their pursuit, in the design of each series of products, inherit the comfort and classic taste of shoes products, pay attention to the absorption of fashion elements, and make the comprehensive characteristics of products more casual and fashionable.