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Lazy Shoes Become Popular Overnight, Opportunities Drive Many Brands.

2013/11/6 15:18:00 127

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"one foot pedal" is the design representative of "lazy a target=" _blank "href=" http://www.91se91.com/ "shoes < /a > quietly popular market" /strong > /p >

this year, the "lazy shoes" represented by "one foot pedal" have quietly become popular in the market. This has also attracted many enterprises' vision, including JEKECON (beetle), happy Marie, Thomas, EA3 and so on. The brand of lazy shoes from Jinjiang arises at the historic moment.

The shoes will be convenient for people wearing this shoe.

There are many different styles of lazy shoes, especially in terms of material changes, such as canvas, leather, croslite and so on.

In Jinjiang, the lazy shoes are mostly made of canvas, while happy Marie gives a clear distinction between their brand names: the fashionable shoes with the main material of < a target= "_blank" href= "http://www.91se91.com/" > cloth "/a", and their product positioning is cloth fashion.

While P is catching market opportunities, the development of lazy shoes is also a matter of concern.

It is to seize this opportunity to open up a field of cloth shoes that can be popular for a long time, or to return to peace after a few years like the shoes of the cave shoes. For these brands, this question may be worth their consideration.

Wang Xiaojun, Su Ge bear style vice president of marketing, as usual, every month to fly around the country market inspection shop, in this month he planned to visit several markets, he was surprised to find that these market shoes city shoes more stalls, in Sichuan Lotus Pond wholesale market in just half a month, there are more than three cloth shoes stores, these shoes shop main sales shoes is the kind of "one foot pedal" cloth shoes style, insiders put these shoes collectively referred to as "lazy shoes."

"P" and this "hot" phenomenon can also be corroborated from the annual production of JEKECON (beetle). The order quantity of JEKECON this year has doubled over the previous year and is expected to reach 1 million next year.

This is a great achievement for a new brand launched in 2011.

"nowadays, the rush hour of sports development has passed, and has entered a slow growth process. On the contrary, the leisure and fashionable market is booming, especially with the international brand THOMAS as the representative" foot pedal "has broader space.

Zheng Chengda, general manager of Jinjiang beetle shoes and Garments Co., Ltd., the brand manager of JEKECON, said that based on this consideration, in October 2011, the JEKECON (beetle) brand was officially launched, putting forward the brand idea of "always creating novelty", cutting into the cloth shoes market from the fashion Perspective and leading the consumption trend.

Not long ago, the JEKECON brand was officially stationed in Shanghai's eight hundred companion department store.

JEKECON (beetle) is a microcosm of the development of lazy shoes in Jinjiang.

Since 2011, many local shoe brands have been produced in Jinjiang to produce lazy shoes as the main products. Now, the happy Marie, who has a high reputation in the market, is the benchmark of this emerging market.

It is understood that the happy Marie factory has always been to international brand THOMAS to do foundry, in the past two years, the international brand THOMAS launched the "foot kick" style is increasingly popular, and then have the idea of entering the "lazy shoes" market.

happy Marie, the responsible person, said in an interview with relevant media that with the development of science and technology, basketball shoes, tennis shoes and so on are more highly regarded as high-tech and professional colors. Lazy shoes are increasingly becoming the favorite brands of young people who pursue fashion and leisure lifestyle. So many characteristics of "one foot pedal" cloth shoes are the important reasons that it can quickly occupy the market and remain attractive. Besides the simple appearance, the more important factor is that it can avoid the trouble of shoelace and shoelace, for example, comfort and fashionable environmental protection are the biggest selling points for lazy shoes.

when the "lazy shoes" market has gradually opened up its own market in the past two years, there are also some people's doubts about it: whether the single style can cater for the pace of catching up with the market? Does the "foot kick" of the same kind of lazy shoes lead to more and more people's aesthetic fatigue? These doubts make the future of lazy shoes become somewhat confusing.

however, the industry believes that the market for lazy shoes has just begun. The next one or two years will be an opportunity for the rapid development of domestic lazy shoes. The lazy shoe manufacturers in Jinjiang should seize this opportunity to increase their research and development efforts, improve their product quality, combine their needs with the market, give their products a clear positioning, and take brand marketing channels, so that the overall structure of the products can be extended, so that they can easily win the market.

"especially after the early accumulation and supply chain running in, the local lazy shoes enterprises in Jinjiang already have the market conditions for rapid growth. As long as innovation and keeping pace with the times, it is enough to stimulate buyers' desire, lazy shoes will not be just a fashion."

Liu Zhishen, chief consultant of Chuang Ya brand planning, believes that the next step is to introduce new ideas for lazy shoes, especially in terms of style and product line extension.

"now, Jinjiang's main lazy shoe manufacturers have begun to start with the design of products, mainly based on the information feedback from the market, inject more fashion elements on the original basis, and timely launch new shoes that cater to the market, so as to continuously train and expand their own market."

Zheng Chengda said.

this summer, EA3 spent millions of yuan to set up its own product development center, actively preparing for product line widening and research and development, and JEKECON (beetle) is aiming at the seasonality of lazy shoes, doing well the extension product line of lazy shoes, which is the first thing to maintain the market sales volume. The winter and winter UGG type of cloth boots may be a way out.

lazy shoes classic style diversification

"in addition to the classic style of lazy shoes, sandals, boots, high-heeled shoes, slope heels and flat shoes can also be developed.

In addition, the beetle has introduced a functional footwear suitable for relieving foot fatigue. "

Zheng Chengda said.

lazy shoes became popular overnight. Many local businesses saw a glimmer of dawn in the new market.

Over the past two years, thousands of pairs of lazy shoes have been sold from Jinjiang, and sales have risen in a straight line. Some of the problems behind cloth shoes have been gradually revealed, such as lack of functionality and single style.

under normal circumstances, a cloth shoe manufacturer can produce 2000-2500 pairs of cold felt cloth shoes one day, and if the production of cloth shoes can be as high as 4000-4500 pairs a day, because of the high output, most of the shoe brands in the market competition will win in quantity, and the style will be homogenized.

"so our shoes are very easy to be replaced by other brands.

This year, a brand named "one step win" in Shandong has gone through a particularly good position in the market because of its high cost performance, and the business of many brands of cloth shoes on our side has been affected one after another.

Zheng Chengda revealed that for Jinjiang's newly emerging lazy shoes brand, the amount of walking is the first step in the market, but the qualitative change behind the quantitative changes is imminent.

The idea of has been approved by EA3 Ding.

He said that in the past, lazy shoes were mainly scattered and bulk. Now, the market of lazy shoes has been recognized, and even can be said to have a certain scale. Now we should upgrade the brand image as soon as possible through multiple terminal channels such as specialty stores, special offices, counters and so on, so that we can gain more favorable space for market accumulation and precipitation.

"because many domestic and foreign lazy shoe manufacturers are mainly selling in hypermarkets and general shoe stores, and fail to form a brand image shop, it is very difficult to cultivate consumers' high-end awareness of lazy shoes, and do not give products a certain brand added value, so lazy shoes are only low-end cloth shoes products in the eyes of consumers."

this point, < a href= "http://sjfzxm.com/news/index_s.asp" > happy Marie < /a > JEKECON (beetle) has long been in the forefront of the industry, has opened a brand store in major cities across the country, will convey the brand image to consumers, and gradually cultivate their own consumer market.

however, in general, at present, the brand of newly emerging lazy shoes in Jinjiang is lack of functionality, and the general rate of increase is not high. In other words, the added value of the brand is low and the premium is not strong enough.

but Zheng Chengda just thinks that the comfort characteristic of lazy shoes is the biggest function embodiment. If the enterprise can achieve the ultimate goal at this point and make lazy shoes more nourishing, starting with the comfort degree of clothing, improving the technical content of shoes, at the same time, the brand added value can be enhanced naturally.

"for example," a href= "http://sjfzxm.com/news/index_x.asp" > lazy shoes < /a > the main material of the fabric is cloth, compared with the traditional elastic compound surface of shoes, there is no elasticity, and the foot shape of a person will change slightly from morning till night. As a result, the heel of the whole pair of shoes tends to fall off easily. Then, can we improve the production process, or look for some substitute fabrics to graft on the lazy shoes, and continue to deepen the innovation around the comfort and environmental protection points of lazy shoes, and lazy shoes can grasp the market mechanism and go further.