The Vigorous New Army Of Tide Shoes.

< p > nearly two years ago, in Jinjiang, the fashionable a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > with local fashionable front design as the main feature, production enterprises sprung up one after another, and gradually developed into a vibrant new army of tide shoes.

But with the arrival of a large number of latecomers, while the market competition is accelerating, it also makes the irregular shoe market more chaotic.

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"P >" should we ask the spokesmen and take the road of brand development? Do you want to try all kinds of new sales models? Around the problems, the "new army shoes and new army" are undergoing a quiet change.

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< p > < strong > forerunner: bold spokesperson to enhance brand awareness < /strong > < /p >

Less than p ago, Cai chi (Fujian) Footwear Co., Ltd., owner Zhang Yi and his agents, are busy in an orderly way. An internal pformation is brewing: upgrading the brand terminal under the line, and binding the electricity supplier online, all of which are closely related to the survival and development of CAI Chi brand.

This is also the epitome of the turning point of Jinjiang's "new tide shoes".

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< p > in Zhang Yijia's office, a bunch of star photos were scattered on the coffee table, and a discussion was on fire.

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< p > "I feel that Zhang Liang's temperament is very suitable for Cai Chi, who came from a super model, a fashion top player, and now he is full of popularity."

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< p > "however, we still have to consider a long-term promotion effect. Zhang Liang can help us quickly gather the consumer's eyeball and enhance brand awareness at this stage. But next year, the exposure of Zhang Liang itself can not be considered for the time being. Therefore, I personally think that we can also consider several popular young students in Taiwan"? < /p >

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< p > from morning till night, the company's high-level discussions with agents are very intense. In addition to selecting the spokesperson for the brand of the company, the agenda for next year's brand terminal upgrading, online and offline business development and product serialization is also planned and budgeted.

It is revealed that next year, Chi Chi will invest 15 million in various directions such as brand, channel, business mode and so on.

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Let's make a conclusion in the words of Zhang Yi Jia. Cai Chi will be the first spokesperson in the new army of the tide shoes, and the electricity supplier plan is also a bold innovation. From the echo of CAI Chi agents, the drastic reform of P may be the beginning of a new step towards the industry.

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"P", according to people familiar with the matter, since 2004, nearly 200 such "wave shoes" enterprises have been developed in Jinjiang alone, especially after 2009, and the number of Jinjiang shoe enterprises has surged.

Compared with other categories, the style of this kind of wave shoes is more colorful than the other characters. It is very beautiful and popular with young people. It has a more specific and fashionable consumer group.

However, due to various reasons, the price of "Longyan shoes" has never been raised.

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< p > "first of all, the price of the consumer decides the selling price. Secondly, the sale of these shoes is basically in the grocery store. The grocery store is a concentration camp for integrated shoes. There are usually several brands, and all kinds of low, medium and high-end shoes are mixed together. How can they sell the price?" Tu Chunrong, chairman of the zero degree footwear industry Co., Ltd., told reporters.

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< p > look at the pile of cheap shoes in the market, and everyone in the industry, including Zhang Yijia, can not feel calm.

It is obvious that the market has been messed up. If it is not regulated and not changed, waiting for them can only be a desolation of rapid decline.

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< p > CAI Chi is also a leader in the industry in the past four or five years. But Zhang Yijia is very clear about the future development trend of the industry. Therefore, this year's order meeting will announce the two direction of the company's future reform: upgrading the brand terminal under the line, and binding the electricity supplier online, which is also resonated among the agents.

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< p > strong > wait and see: good product development, careful marketing, bombing < /strong > /p >

Less than P, the step out of CAI may not be a big thing in other subdivision areas, but it is still a minority in the new category of tide shoes.

For most enterprises in this industry, "cautious wait-and-see" is exactly an attitude they have at present.

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"P", "popular special zone", as a member of a large number of shoe brands, has gone through everything that Cai Chi has gone through. In view of Cao Huaping, general manager of Longxin shoes, Fujian brand owner, the industry of "Chao shoes" is very special. As long as the style is good, the reaction speed is fast, the sales and marketing pole is effective, and the sales volume is much and the quantity is much. Naturally, it becomes a brand.

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"P >" began in 2009, the market demand is strong, consumers are more and more obvious in pursuit of the tide shoes. At that time, I designed a very simple and joking lazy person, using anti leather materials to make shoes with whole pairs of shoes.

Unexpectedly, the sales volume of the shoes designed by this company has made the industry staggering, and the fashionable shoes of the special zone are booming.

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< p > but it is easy to get rid of the explosion shoes. Once the explosion is made, factories in Zhejiang and Hebei begin to counterfeit. The same style products are flying everywhere, and the price is also pulled to the bottom. Once the style is over the season, it can only be sold through super low price. Ten or twenty pieces have to be thrown away, and the brand premium is almost zero.

If there is a slight lack of development in the season, the damage to the enterprise itself will be fatal.

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< p > > the tide shoes market itself has a very low entry threshold. < a href= "http://www.91se91.com/news/index_p.asp" > Jinjiang < /a > almost all the editions of the teachers are coming out to open factories. Basically, they are still in the family workshop mode of operation. They earn money by style and market in the first two years, and for those who are hovering in hundreds of thousands of tide shoes in a year, the money they earn is indeed an overwhelming pain compared to brand marketing expenses.

Tu Chunrong said.

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< p > he believes that at present, the tide shoes are not brand names, but this brand usually relies on sales volume and lacks the relative brand premium capability, which is mainly limited by the limited strength of the current enterprises. This is not only about capital, but also the talent team. It can be said that compared with those mature brands in the local market, they have little contact with the so-called brand operation actual state.

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< p > in the tide shoe army, Cao Huaping said he has been groping for how to raise the price for his brand. This price includes more brand added value, but he clearly stated that he would not suddenly sell the brand by means of marketing.

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< p > "the current market, whether it's sports shoes or tide shoes, is the final design. Let's see, which is not the style of the world's famous shoes, and the success of 95% comes from the development. Development is the most basic source. If we keep the industry's leading design and development level, and others imitate our style, we have new models to push out. The new product strategy with a small quantity of new products can not only effectively evade market risks, but also lay a solid foundation for the tide products."

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This is true. But even if the new quantity and speed are still fast, it is still circulated in the scattered batch. Some people have raised questions. After all, once the brand is not supported by its own channel and brand, it will easily be defeated in the price war, and the enterprise will not be able to develop further. P

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< p > < strong > industry: design is the core < /strong > < /p >

< p > low price, inventory, mixed channels, and lack of anti risk ability. The tide shoes seem to have come to a crossroads of life and death. Some people are trying to find changes. Some people are saving themselves in the doldrums. How can they turn the tide into a classic? Especially where is the tide shoe road in the close market competition against the background of fast growing market? < /p >

< p > people in the industry once interviewed the relevant media and analyzed that this part of the shoe companies had a sudden rise and even sold better than some sporting goods companies involved in the category of fashionable shoes. Layout design is the key.

"Sports products enterprises are locked in the style and elements of the product, and then do it in batches. This year, next year may be just a slight modification, and finally this style of shipment; and these" wave shoes "enterprises are different. They are the consumers of a year old layer, who lock in the changing preferences of consumers, so that their styles of every year and even every season are almost the same.

Only in this way can we get the tide and grasp the hearts of these young consumers.

The industry insiders said.

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< p > "it can be seen that the core competitiveness of this category lies in the design, and the essence of design lies in innovation. This innovation may not be limited to the product itself, but also can be extended to the pformation of business or business mode."

Chen Zhongyi, chief consultant of Zang cool brand strategy, said: "on the one hand, the market for cheap shoes is cheap and thin, but the other side has become the most favorable market tool for fast fashion." if the brand can make good use of the influence of "shoes not expensive" and expand diversified product sales, it will undoubtedly help the brand survive better.

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Less than P, "Cai", which was earlier than a href= "http://www.91se91.com/news/index_s.asp" > market "/a", is quietly making adjustments. Even in the latest schedule of CAI Chi, the colorful Chi Chi store, which integrates package, belt and footwear, will be fully rolled out next year.

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< p > Chen Zhongyi believes that apart from the end of the product, apart from the product end, we should look for more links to differentiate and integrate the product series orderly.

In the future, consumers will gradually categorization, agree with the brand concept and spirit that you advocate and consumers will follow you farther and farther.

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