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Starlings, Shoes And Shoes, Fashion Experience Shop Unveils Mystery

2013/11/19 20:22:00 41

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traditional plate < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > accounted for continuously declining. /p >

In the fashion shop of P, BAGE, the reporter saw that apart from the traditional board shoes, he added products that are different from traditional shoes, including business casual shoes, good shoes and canvas.

for this change, BAGE's starlings explained that according to its interpretation of the definition of "skateboard shoes", flat shoes can be referred to as "skateboard shoes" as long as they are flat bottomed.

Then, flat bottom business shoes, casual shoes and canvas shoes should be included in the brand positioning of their "Board Shoes family".

P seems to be a bit far fetched in the industry, but it also reflects a problem from the side: the sales of traditional board shoes are weak in the market.

the same problem appeared on another local shoe brand, Qi anda.

As early as in 2006, the odd anda reached only 600 thousand pairs of sales miracles and opened its first store in Hunan with only one Jiangnan series.

With more and more expressive techniques on skateboard shoes, Qi anda has been sought after by a large number of teenage friends, and won the first place in the same market of the national market in 2007.

"regardless of color and style, as long as they see goods, they (dealers) directly move away."

The scene of the year made Ding Wenbo, chairman of Qi anda sporting goods Co., still have a vivid view.

today, it is obviously not the same.

In Dongguan Houjie, white, pure rubber bottoms and thick skateboard shoes have not been traced. "Guangzhou's popular frontier has stopped the traditional skateboard shoes, and Jinjiang has almost closed it up."

Whether it is the family of the eight starlings, or the odd days of the year, finally, the situation of losing the skateboards and shoes was lost.

Huang Dongzhi, the brand manager of P, said that skateboard shoes were like a wave of wind and fire, but they quickly disappeared.

But they believe that the brand culture of skateboard shoes still exists, just to express it in a different way.

this is also known from the product planning of the starlings. The proportion of traditional skateboard shoes gradually dropped from 70% in the peak period of 2006 and 2007 to less than 30%.

a pformation has quietly changed in the product range, and on another skateboard shoe king, anda is also facing an urgent self rescue.

in order to be able to cooperate with rich categories, since last year, Qi anda has established a buyer development center in Guangzhou, Shanghai and other places, and has greatly increased the product design which focuses more on the sense of leisure and fashion. Compared with the past skateboard shoes, the adjusted products are outstanding and easy to match, and are more diversified in fabric selection, increasing the use of fabrics such as leather and imitation leather, which can meet holiday wear and meet the needs of working hours.

behind this change is the adherence of Jinjiang board shoes enterprises to this subdivision category.

Once relying on board shoes to fight the world, now it is difficult for most enterprises to give up their own fist products.

However, the pformation is so urgent that they have to rethink the trend of brand positioning.

In the face of these, they are all trying. Ding Wenbo once announced the pformation in the order meeting. He said: "the only constant change in the market is change. In the face of the fierce competition and challenges in the current market, Qi anda has to seek new changes, so that we can find new breakthroughs in the market where the crisis coexists, and achieve the goal of building the leading brand of China's youth trend."

This sentence not only reveals the future of Chianda, but also reflects the decline of slipper shoes and the rise of tide shoes.

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contraction front focus on shoes category /p >

in fact, in order to enrich the brand product structure in the past, the starlings and Qi anda have all been relying on the advantages of skateboard shoes to start producing skateboard accessories, and march into the trend of "a target=" _blank "href=" http://www.91se91.com/ "dress" /a ". However, over the years, they have not achieved satisfactory results in the operation of a target=" _blank "href=" target= "> clothing.

nowadays, the adjustment of shoes products will inevitably bring about a new adjustment of the overall clothing. The original sporty style of woven fabrics can not be done, and the corresponding garment accessories need to be reintegrated and combed to make their styles match.

How can we make the product style and product culture consistent after pformation? How do we realize that the elements of footwear design will be shared with the design elements of clothing to form a comprehensive matching that will bring stronger visual impact and influence to consumers? These problems do not bother Huang Dongzhi's shoes companies eager to pform.

"on the one hand, we should reverse the downward trend of the original skateboard shoes market. In addition, we need to quickly improve the matching of shoes and garments after pformation. We decided to come up with the dominant products of our clothing category -- Sports cowboys, with rich tide shoes, and introduce cowboy shoe shops. This will be the main form of shaping the leisure fashion brand at this stage."

Huang Dongzhi said, "starling never recognises its failure in the integration of skateboard shoes and shoes and clothing, and the contraction of some clothing categories is intended to quickly reverse the situation of the skateboard shoes market and reshape the brand new image.

In order to match the pformation of shoe products, another local brand originally planned to launch large-scale clothing projects. After market investigation, in order to avoid the direct encirclement and suppression of related a target= "_blank" href= "http://www.91se91.com/" fashion dress "/a" market, the brand resolutely cut out the listing plan of clothing tide products, focusing on the promotion and listing of footwear products.

"P >" at that time, the brand planned to open an order at the end of March, officially launched the clothing project, leaving less than two days, and the boss was confident of the upcoming clothing items.

In the face of the shoe category after pformation, it is true that the style of washing products can complement each other, but I am not optimistic. Therefore, I suggest that he spend a day to see the opening of the Expo.

Chen Zhongyi, chief consultant of Zang cool brand strategy, described the situation at that time.

Less than P, he could not help the boss. Chen Zhongyi dragged him to catch the first flight to Beijing. What he saw and heard on the scene of the show made the boss give up the plan of the pformation of shoes and clothing.

"only considering the cost pformation of garment pformation will not only require a huge sum of money, but also need to coordinate the supply chain team, and later channels will also change and lead the whole body."

Chen Zhongyi said.

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plate shoes turn to "tide" have hidden worries .

"on the one hand, the downturn of the skateboard shoes market and the changing fashion of people's dress habits have intensified the pition period of the domestic skateboard shoes. On the other hand, the increasingly fierce brand competition, the gradual maturity of consumer awareness, the increasingly clear demand for polarized brands, and the demand for mass consumers are more popular and personalized products with reasonable prices at the same time. At this time, the scarcity of popular fashion shoe brands has provided a big boost for local brands."

Chen Zhongyi said, "at present, the shoes that are located in fast fashion are popular.

however, although the local skateboard shoes have experienced more than ten years of development in sports shoes and have a certain consumer group and a relatively complete market accumulation, but in the leisure market, the popularity is low, even the products lack cultural guidelines, the difference and thematic nature is not obvious, emotional appeal is weak, and the brand personality is not prominent.

This is a lot of people worry about the "tide" of board shoes.

Lin Tianhuang, the brand manager of Tianlun Tian outdoor products Co., Ltd., said that skateboard shoes are not only a kind of shoes, but the street culture and the trend of the street can inspire people to seek the appeal of restoring ancient natural memory. This is also the spirit connotation of a brand. It can enhance the experience through products and terminals through the experience of famous skateboard shoes SKETCH in the world, and eventually form a small trend brand with obvious personality. P

, therefore, when the local skateboard brand pformation, it should be clear that the popularity of the development of the market is important, but the heritage of the brand spirit is classic, with a culture of precipitation, rather than rely on advertising, magazines and other mass media to publicize their claims as before.

"of course, in the domestic fast fashion shoe brand, the brand consciousness of the same level leading brand hot air is becoming more and more perfect. Relying on the mature buyer model and the perfect product supply chain, the strong store promotion input is worth learning from local brand."

Chen Zhongyi suggested.