Sports Shoes Market "Sunset Red"

When export oriented footwear enterprises are facing the pressure of export, they are aiming at the domestic market, and the competitive market becomes more crowded.

How can SMEs fight against industry giants in this game?

Taking the road of subdivision, doing your own strength is probably the way to break through.

In a sporting goods store in Beijing stadium, reporters found a pair of sneakers specially designed for the elderly, priced between 199 yuan and 299 yuan.

The shop operator said he had no idea at the very beginning when he sold the shoes, but now he sells well, because this shoe is more soft than ordinary shoes and does not tie shoelaces, which is more suitable for the elderly.

This is another market segment of Jiangsu Do-win, which is strong in track and field shoes.

"Enterprises must specializes in making special shoes.

If you don't find a product popular, follow suit and counterfeit. In that case, your product will never become a leading product.

We must have our own characteristics to survive. "

This is Do-win's manager Tang Mingsheng's years of operation.

Tang's eyes are keen.

In the current market, there are few shoes suitable for the elderly except for cloth shoes and old fashioned flat bottomed shoes.

With the deepening of national fitness, the demand for fitness for the elderly is becoming more and more intense.

The elderly have different requirements for shoes and young people.

Do-win saw this gap and entered the market.

To enter the elderly shoes market, we must thoroughly analyze the consumption characteristics of the elderly. In addition to the functional design of the physical characteristics of the elderly, we should also consider the thrifty consumption habits of the elderly in terms of pricing.

Combined with R & D and production costs, the price ranges from 199 to 299 yuan, which is much cheaper than the market price of mid end sneakers.

It is understood that Do-win's elderly sports shoes have reached an annual production of more than 40 thousand pairs, "profits more than twice the number of ordinary sports shoes."

In order to sell this kind of shoes, in addition to the usual marketing methods, Tang Mingsheng even thought of using blogs to play family cards.

In 2006, before the Chung Yeung Festival, Tang Mingsheng launched his personal blog on the Internet. He launched the online prize winning essay on caring for the elderly. He also promoted his new products while arousing filial piety and caring for the elderly.

"I think 8000 people took part in our activity. The essay activity cost 120 thousand yuan, the effect is ten times."

In addition to the shoes market for older people, Do-win has launched juvenile track shoes and jogging shoes for young people's physical characteristics and consumption habits to further seize the market segmentation left by the industry giants.

The industry believes that with the development of sports goods industry, market competition will become more intense. Further segmentation of the market can help enterprises to expand more market space, inject new elements and vitality into enterprises, help them break through their inherent thinking, find new development directions, and alleviate the market pressure brought by homogenization competition.