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Are Lazy Shoes In Development Dilemma, Running Volume Or Running Brands?

2014/5/21 12:07:00 74

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the price system is fragile 
 in Quanzhou's happy street, which is located in the wholesale market of local electric business, we can see everywhere this information: clearance sale and sale of 10 yuan, and 30 yuan package. And this price is marked by last summer's lazy shoes represented by "one foot kick". 
 the industry is very clear about the fuse leading to this phenomenon: not long ago, a large number of lazy shoes orders of a number of international brands in 100 thousand pairs were returned due to defective products. And these returns eventually flowed into the happy street market. In order to save the losses as far as possible, manufacturers have to deal with the huge number of orders as soon as possible in the form of "cabbage price". 
Less than P, the sale of Chinese cabbage really touched the sensitive nerves of local lazy shoe manufacturers. Huang Shengrong, general manager of MOSO (China) brand operation center, told reporters that in recent years, the price of Slacker shoes has been above 100 yuan in order to ensure the added value of the brand and consider the brand. The emergence of such a low price product in the market suddenly destroyed the price system of the original lazy shoe market, and many enterprises couldn't resist the pressure to start cutting prices. 
"This situation is not a single enterprise case, to a certain extent, reflects the real situation of the development of lazy shoes market. At this time, it is not only the survival time for the lazy shoes enterprises to survive the fittest, but also the critical period for the industry to be hit by the price, but most enterprises will adopt the price strategy to maintain the business operation, but this chain reaction is very terrible. Once the inventory is overloaded, the enterprises need to realize the inventory, and they will have to reduce the price. This year, we will use 40 pieces of clearance, so next year, will you remember that you are selling 100 brands?" the same is the general manager Zheng Chengda, who is the JEKECON of the lazy shoes. 
 why is the price system of lazy shoes so fragile? It seems to be the weather on the surface. The lazy shoes that were originally suitable for spring and summer sunshine are due to the excessive rainfall in spring and summer this year. The expected sales season has not yet arrived. Under such circumstances, enterprises have to pre treat the Slacker shoes for sale. Huang Shengrong, who has just left the market, told reporters that the weather has not been hot this year, and the rainy season is very long. This makes the sales of lazy shoes drag on and off in a long season. We must know that when we miss the spring and summer, the products of sluggish shoes can be left unsalable. In winter, the sluggish shoes are short of the corresponding products for customers to choose, which naturally makes the dealers of lazy shoes complain about the manufacturers, especially the brands of lazy shoes entering the market this year. 
The reason why P is more fatal is that the supply and demand relationship of the lazy shoes market has changed dramatically, which can be seen more clearly from a set of data. Ye Lin, general manager of Quanzhou Zhi Shang Agel Ecommerce Ltd, told reporters that according to the data from the Internet, 18 Tmall's flagship stores have been opened this year, compared with 8 last year, compared with 3 in the previous year. This does not include some lazy shoe brands that only focus on line. 
 "lazy shoes" has been in existence for seven or eight years, and the technology can be said to be quite mature. But the popularity of this category is due to the popularity of THOMAS in the past two years. With the popularity of this trend, the sales volume of lazy shoes has surged, and the market space that can be manipulated has also been reduced at the same time that the brand has entered the popular speculation. Huang Shengrong said that when the market supply exceeds demand, inventory also followed. Last year, MOSO's lazy shoes had not been stored in warehouses, but almost directly from the production line. But this year, the situation is quite different. Although MOSO has reduced some of its production lines outside, but there are still many new products waiting to be sent in the warehouse. 
 return run volume /p >
 in the face of declining product prices, lazy shoe companies who once insisted on brand operation have to give up this idea. JEKECON may be an example. 
 in March this year, Zheng Chengda gave up the renewal of the operation of the JEKECON website. This means that you may not be able to log on to the official website of the JEKECON (beetle) brand to visit the relevant brand information. JEKECON seems to have abandoned the most basic brand operation this time. 
"P" "play brand and play the amount of running have different play, like the current local brand status, most are still running, after all, survival is the hard truth." Zheng Chengda's heart is very contradictory. His stomach is full of difficulties. After all, the brand is not a simple slogan. It is filled with various words on the album and the brand website. It is necessary to use THOMAS to pack the brand with various stories, and to penetrate the products, terminals and brands. This requires a lot of time and manpower cost, and the fierce fighting at the current market price hardly leaves them with such a cost space. 
 Zheng Chengda almost cut off all marketing expenses. This part of the expenditure is used in product design, mainly for lazy shoes winter product development short board, let the product become the best brand spokesperson. Selling brands by sales is presumably the original intention of Zheng Chengda and JEKECON, but this is even more an attempt. For this reason, Zheng Chengda ran all over Hongkong, Korea and Europe. He wants to fashion and keep warm by grafting some other elements on the lazy shoes foundation. If there is a breakthrough in this development, lazy shoes can break the obvious bottleneck of the season. 
 now, enterprises that do lazy shoes are all small and medium-sized enterprises. There is hardly any so-called development. This is also an important reason for the weak product development in winter. Just imagine, the consumer groups in lazy shoes tend to focus on students and other young groups. If they want to make students' explosions with a boss's vision, is this chance a bit slim? Huang Shengrong said that because of the lack of brand building, low price strategies with low added value often require lazy shoes to speak with popular words, and one season can not keep up with the trend, or they may lose everything. 
 "for example, yellow and fluorescent colors were popular last year. This year the color will be popular on shoes. If the development is wrong, the sales volume of the market may be blocked." Huang hung Rong added that all kinds of worries are only accompanied by low prices. The chaotic market price and distribution system are fatal to new and old products. 
 because of the pursuit of low price, many lazy shoes give up their original stores or counters and go straight to the scattered routes. Such a way is limited to people, and stalls are not stocked, so your products are in stock. A Guizhou customer with a lazy shoe brand told the manufacturer directly that you should not deliver the goods again, and he could not sell such a market. 
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 by contrast, Marie, the first to cut into the lazy shoes market, is much more intelligent. Almost pure self-contained department store has laid the foundation for the rapid development of happy Marie. And finding the right channel partners and solving the urgent sales channels are the ways to improve the quality of lazy shoes enterprises from quantitative to qualitative. 
 If lazy shoe manufacturers continue to sell in hypermarkets and general shoe stores, they can't form a brand shop, which makes it hard 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. 
 create a unique culture /p >
 traditional lazy shoes are shoes without shoes and convenient for consumers. Return to the essence of the product is to wear comfortable and light. In the industry's view, the future of lazy shoes still needs to work hard in this essence. 
 "like outdoor pursuit of fashion, at the same time, there has never been a lack of outdoor function, and the sports industry has also become professional after its maturity. Lazy shoes need to be returned to nature. 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, it will naturally enhance the brand added value. Ye Lin said, after all, in the eyes of the industry, the quality of Slacker shoes produced in Jinjiang is well known. Judging from the current market situation, the price competition of Slacker shoes is not only from the mainland, but also from other areas. The domestic Guangzhou, Hebei, Baoding, Shandong Qingdao and Wenzhou Ruian are all the concentrated areas for the production of lazy shoes, while Jinjiang can use the excellent quality to enhance the brand competitiveness. 
Chen Zhongyi, chief consultant of Zang cool strategy, believes that lazy shoes focus on the product itself. At the same time, you need to settle down to create a unique culture of lazy shoes. Only cultural things can be eternal. Just as CONVERSE becomes the pronoun of the shoe market, lazy shoes are also a representative of leisure lifestyle. P can seize the market trend and turn it into a classic, so that the product life cycle can be avoided. 
P, in other words, when a popular shoe cuts into the market quickly, it quickly forms a series and cultivates its own brand. The hole shoe is created under this circumstance, postpone the popular expansion product line, the larger the category extension, the greater the market. 
 because of this, many lazy shoes have not developed themselves in a restricted category from the beginning. Huang Shengrong's MOSO is doing a leisure lifestyle. He has been walking along the market and has been thinking about it. He hopes to find new products in the process of going on the market. As long as there are selling points, there must be a market. "The past garden shoes have led to the high-end process of the inner pits slippers industry. Only the added value has increased, the industrial chain will become bigger and bigger. Today's lazy shoes have changed the original pattern of cloth shoes in Jinjiang, and those enterprises producing traditional cloth shoes have begun to change, and follow the trend and find a meeting point with the cloth shoes culture." 
 Huang Shengrong said that the current egg roll shoes are the next goal of MOSO development. Egg roll shoes are commonly referred to as a roll up and collapsible women's shoes in China. The earliest reason is that women who are chasing fashion wear high heels for a long time, and their feet are also sore and tired. But they can't walk on their bare feet. They can design a foldable dancing shoe that can be folded and carried around. 
 according to the introduction, egg roll shoes have gradually become a popular trend through the improvement of designers. At present, foreign countries are already the daily necessities for everyone. It has only just begun to prevail in China. The comfort and fashion of egg rolls shoes are different from those of lazy shoes to a certain extent.