Shoes And Clothing Enterprises Can Make More Profits By Subdividing The Market.

Le ho shoes recently launched by the great bird.

A few days ago, an outdoor billboard on the main road of Chai Tai caused heated debate in the industry. It turned out that the first advertisement of Jinjiang antifa shoe company was "anti skid chef shoes".

On the same road, Jinjiang Bullock shoes company also made a high-profile sign of "campus sports shoes".

After Anta announced that it had entered the field of fashion shoes, another shoe giant in Jinjiang recently launched the "Yue ho shoes" to open up the leisure sports market for young people.

Chef shoes, Lok shoes, garden shoes, campus shoes, business sports shoes...

All kinds of shoes appear in Jinjiang shoes city, people can not help asking: Jinjiang shoes began to enter the era of segmentation?

Is Jinjiang shoe enterprises struggling to subdivide the market in the end, or is it a sign that Jinjiang's footwear industry is becoming mature?

Small and medium-sized shoe companies want to break through the breakthroughs in a billboard of Chen Tai. A pair of black chef marked "Chef shoes" are particularly noticeable. This is the first chef shoes produced by the Jinjiang national hair footwear industry.

Guo Fa footwear company was formerly a professional sole manufacturer, and also produced some slippers and sports shoes on the OEM.

The relevant person in charge of Guo Fa shoe company told reporters that some of the kitchen and workshops are slippery and prone to fall. If a shoe is resistant to oil and skid, it will avoid similar problems.

It is precisely because of the lack of shoes in this market that the company decided to introduce chef shoes.

It is understood that the sole of chefs shoes is made of special shoe materials, with many patterns and effective skid resistance. For this reason, they have applied for the patent technology pioneered in China.

The relevant personage of Guo Fa shoe company told reporters that the chef shoes are being developed for samples and can be produced in mass.

Different from the national development, Jinjiang Bullock shoes company and Jinjiang Wan Hui Hui shoes company are eyeing the student market at the same time, and aspire to be the leader of campus sports shoes.

It is understood that boys and girls are the brand of school sports shoes under the flag of ten thousand years, according to Lin Canyang, the head of boys and girls brand, they have been specialized in doing campus shoes for three years.

Now the boys and girls have already played the banner of "leading the campus popular cloth shoes".

Compared with Anta and XTEP, Guo Fa and WAN Yan Hui are not the same in terms of brand, capital and talent, but they have achieved good results through market segmentation.

For small and medium-sized enterprises, it is a good way to focus on strength and concentrate on subdividing into kings.

From this point of view, Jinjiang odd anda shoes company is a good example.

"Qi anda, China's skateboard shoes own brand manufacturers, pioneers and pioneers of innovation."

This is the location of the odd shoes company.

Through intensive cultivation in the skateboard shoes Market in recent years, the annual sales volume of Qi anda skateboard shoes reached 5 million pairs. In 2007, the market share was ranked first and became the "dark horse" of the skateboard industry.

Now, Qi anda has put forward the slogan of building China's first independent skateboard brand.

Whether chef shoes or campus shoes, many shoe companies in Jinjiang continue to search for survival space in the market segments, effectively avoiding the fierce competition with big enterprises.

Hu Zhonghui, a well-known marketing expert, said: "facing the market of comprehensive sports products, market segmentation is an opportunity for the development of new small and medium-sized enterprises." every small finger "market" will only disperse the core competitiveness, instead of clenching fists and doing small items in the integrated market.

Chianda's skateboard shoes are a typical success story.

Functional subdivision and brand segmentation become the two major trends. Press survey found that Jinjiang shoe segmentation market has two main forms.

One is functional subdivision, such as chef shoes, garden shoes, campus shoes mentioned above, and the other is brand segmentation, such as business sports shoes, loho shoes, etc.

Le ho shoes is a new product recently launched by the noble bird.

Unlike previous products, loho shoes are the main market for young consumers.

LOHAS is a popular way of life for young people in modern cities. One in every 4 people in the United States is LOHAS, while the LOHAS in China is expanding rapidly. In life and on the Internet, LOHAS is everywhere like air.

It is precisely seeing the great potential of LOHAS, which officially launched the loho shoe series.

It is understood that the heel of the golf shoes is 3D material with rubber powder, which has 400% elongation performance. The sole is designed with centipede feet, and has good flexibility, coordination and balance.

The whole shoe type is designed by open window hollowing, and the shoe upper is integrated into the sole. Consumers can step on slippers and wear them very conveniently.

What is even more refreshing is that the shoes are very light, the total weight is less than 200 grams, the skid resistance is also strong, and can be washed by washing machines. What's more surprising is the smell of milk on the feet.

According to the person in charge of the brand department, Le ho shoes advocates a casual and casual way of leisure sports, which is one of the most ideal sports equipment for the Parkour sports.

Like Lok Ho's shoes, "global business sports shoes" on the Jinjiang airport road is also more fresh.

Because of the business sports shoes market, in early May this year, the golden shoe shoe company bought the trademark of "global com" and launched the business movement Market in an all-round way.

Yang Minghui, general manager of Kinset, said that the trademark of "global communication" itself implies the concept of business VIP, so it is better to build a business taste sports shoes, which is in line with business positioning, so that enterprises can also be more competitive in homogenized sports shoes.

It is worth mentioning that 5 years ago, the company achieved its success through the subdivision of "business casual men's clothing".

From this point of view, the future of Kim SEIT has great imagination.

What is more worth the industry's concern is that Anta, who has always thought that it is located in the comprehensive sporting goods market, will also introduce fashionable sports shoes in September this year.

"Anta is a professional sports brand, and the sense of fashion is relatively weak. The development of fashion shoes is based on the positioning of professional sports to add fashion elements, that is, a little more fashionable in functionality and comfort, so that Anta's product line will be more abundant to meet the needs of consumers."

Anta CEO Lai Shixian said.

Whether Anta or NIKE or ADIDAS, these major sports brands have been developing different shoes according to their functional attributes, such as golf shoes, basketball shoes, tennis shoes, rock climbing shoes and so on.

These brands hope to enrich and expand the extension of brands through market segmentation.

"Compared with those small and medium-sized shoe enterprises, the big brands emphasize the whole line of attack, and build a comprehensive market competition barrier, so as to ensure the development of the evergreen industry.

To a certain extent, big brands are constantly introducing "new star" (innovative, high-tech products) to create Star Road (new product system), in order to constantly publicize its brand spirit, prevent brand aging, brand preservation, and polish the brand.

Cao Fanghua, a master of advertising and brand at Xiamen University, said.

Market segmentation can earn more profits. Because of the improvement of living standards, people's demand for shoes is becoming more and more personalized. Function segmentation has become an important means to meet the individual needs of consumers. The footwear market will be divided into professional functions, including sports, life and leisure.

"The emergence of functional subdivision of chef shoes, garden shoes, cotton shoes and so on is a symbol of the maturity of the footwear industry chain in Jinjiang."

Hu Zhonghui looks at the emergence of functional segmentation market. She thinks, "before the unification of sports shoes is called tourism shoes, that is not enough subdivision, and the emergence of chef shoes is representing the gradual entry of shoes into specialized market segmentation. After the market segmentation, the profit brought to enterprises is definitely 1+1 greater than 2, whether big enterprises or small businesses, can win more profit margins."

"For example, the whole shoe market is a yak, formerly only cattle head, cow tail, cattle backbone can eat, and after the market segmentation, the neglected tripe, ox lung and so on can be eaten, the profits that enterprises can dig deep are naturally rich and many."

Hu Zhonghui said.

However, for some small and medium-sized enterprises in the early stage of creation, Cao Fanghua believes that because there is no fierce market competition in the market segmentation, enterprises have relative market autonomy, so to a certain extent, enterprises can also get larger profit margins.