The Future Of Shoemaking Industry Is In The Market Segment.

< p > < strong > business mode should be adapted to consumption mode < /strong > /p >

< p > host: what experience can we learn from solving high inventory? < /p >

< p > Lu Hua: after the inventory problem, some enterprises' business models have changed.

For example, we should strengthen the control of the terminal, increase the proportion of Direct stores, and begin to pform to retail enterprises. At the same time, we will change the order pattern of the goods into the "futures + replenishment" mode.

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< p > from the figures of < a target= "_blank" href= "http://www.91se91.com/" > shoes > /a > industry big brands, the annual order is still negative growth, but the scope is gradually shrinking.

If we consider the influence of "futures + replenishment" mode, plus the development of e-commerce blowout, the actual situation of the market will be better than that of the order.

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< p > Fang Gang: in the face of this situation, enterprises need to persist first, persist in the low valley, and have new opportunities; second, learn to integrate and buy low prices for some enterprises and brands, because with the intensification of competition, there will not be so many brands becoming big brands in the future, and third is to open up new markets with new technologies, such as electricity suppliers.

The major problem facing Chinese enterprises is that the cost of commercial channels is too high, and the electricity providers can reduce business costs.

Enterprises should pay close attention to and apply all kinds of new technologies, instead of letting you do IT, but use IT to do well in your industry.

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< p > Wu Rongguang: for < a href= "http://www.91se91.com/news/index_c.asp" > shoes and clothing enterprises < /a >, due to different size factors, the stock should be normalized, the problem is how much the number is reasonable.

Some time ago, the sporting goods business appeared a closed shop tide. It was also a kind of adjustment, upgrading some shops which were inefficient, low yield and poor image, including preparing for the future combination with the electricity supplier, and creating a better experiential shopping environment.

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< p > < strong > differentiation makes intensive and deep market segmentation < /strong > < /p >

P: host: when talking about the causes of high storage, besides the overproduction, the homogenization of products is also an important factor. How should enterprises solve homogeneity? < /p >

< p > Fang Gang: in a sense, there is always homogeneity. So many enterprises in China have already had thirty years of history, some of them are new ones. At the beginning, there are always imitation, always what others do and what we do.

At a certain stage of development, enterprises have accumulated certain professional abilities before they begin to innovate and move towards the road of differentiation.

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< p > If enterprises do not have the ability to innovate, they must learn to integrate and integrate innovative capabilities without innovation.

Innovation ability is the most important ability of enterprise development, and it is also the most effective way to solve homogenization. But not every enterprise can have innovation ability. This requires long-term adherence, rooted in a field, an industry, and long-term study, so that we can realize something that other people can not understand and grasp it well.

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< p > Xu Zhihua: in Europe and America, on different occasions, they will wear different a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >. People of different identities will wear different clothes. A target= "_blank" href= "_blank" > clothing and shoes become part of social identification system, not just warmth.

In view of this trend, enterprises should start with some market segments and find areas where they are best at achieving differentiation.

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< p > Wu Rongguang: from the beginning, the demand of consumers is relatively simple, and the homogenization of product design will be more serious.

With the change of the lifestyle of consumers, the market will become more and more fragmented and become more and more individualized. In order to capture this change, or to attract consumers who are suitable for their brand, the differentiation will gradually appear.

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< p > at present, many brands have been gradually adjusted, and through the media and other display of brand image, they have begun to show their unique and professional aspects, and gradually move towards the market segments.

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< p > < strong > to "take root" instead of "get together" < /strong > /p >

< p > > a href= "http://www.91se91.com/news/" > Quanzhou shoes industry < /a > after nearly thirty years of development, the leading sports brand has been born, which has created hundreds of millions of industrial clusters, but also faces high inventory and homogenization problems.

Among them, "taking root" is the foundation of the development of industrial clusters, and "getting together" leads to overproduction.

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< p > "take root" is a kind of concentration and persistence. Because "take root", the enterprise will focus on product development, market development and brand building, and in this process, it will continue to scale up and enhance innovation capability.

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< p > "getting together" is a short-sighted view. When it sees profits in any industry, it rushing headlong into the herd, resulting in overproduction and homogenization. Finally, it has to withdraw.

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< p > however, over the past two years, more and more enterprises have seen this problem, begin to take the route of differentiation, abandon "get together", choose "take root", and find their own subdivision from the original industry.

The same is the production of less than a href= "http://www.91se91.com" > sports shoes and clothing < /a >, some focus on basketball, some focus on running equipment, some focus on tennis; some are in fashion, some are located in leisure, others are in professional.

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< p > to "take root" instead of "get together", focusing, professionalism, persistence, plus differentiated thinking is the real breakthrough for manufacturing enterprises.

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