Who Will Lead The Future Casual Footwear Market In China?

The leather shoes of Wenzhou in Zhejiang and the leisure shoes of Fujian Quanzhou are the two largest manufacturers of Chinese leather shoes. Wenzhou's AOKANG, red dragonfly, Kangnai, spider king, and so on, and so on, Quanzhou's Mu Lin Sen, Lang Lang dances, Ming Lang, CE Le, Hao Xing, camel, bulls giant, Jin Mai Wang and so on are already many consumers' familiar brands. Over the past few years, formal dress and leisure have been competing with each other in the field of domestic marketing with different product styles, brand meanings and market positioning. The invisible hand of the market, while guiding the direction, is also creating disputes. In fact, competition in the two years has already appeared. In the 90s of last century, Western-style clothes and leather shoes swept the country as a symbol of status. The sales of leather products soared, making Wenzhou's shoemaking enterprises full of money. With the development of economy, people's concept of life has changed, and dressing concept has changed. The casual wind gradually heated up. At that time, the casual shoes known as "foreign trade shoes" diverted a number of consumers of positive shoes. Today, people's concept of leisure life is becoming more and more strong, and the market share of casual shoes is bigger and bigger. Under such conditions, the leisure footwear industry in Fujian has taken a big step in product professionalism and brand building, and has gradually become the main force in the casual footwear market. But the Wenzhou plate also did not observe the time change, but also made a positive response. Several brands of leather shoes are being increased in Wenzhou. At the same time, some small and medium-sized shoe manufacturers originally producing positive leather shoes have made casual shoes. At this point, it seems inevitable for the two armies to fight close to each other. The two years later, seemingly "well water does not attack the river" camp will meet at the leisure fork road, and the distance is not far away. In the face of more and more intense competition atmosphere, the two sides have also responded to different degrees with their respective advantages. Fujian Enterprises: we are more professional, one step ahead means greater professionalism and greater opportunities. Casual footwear enterprises in Quanzhou, Fujian, have entered the field of leisure shoes earlier. They have been waiting for a long time from product development, brand building and leisure trend. These have highlighted their advantages in the market competition. Under the catalysis of competition, the brands have also gone out of their own characteristics. Outdoor leisure development is also very fast, such as Mu Linsen's fresh and natural, camel's dignified simplicity, Bullock's bold and unrestrained, dancing with Lang (now dancing out of my world) the avant-garde fashion, the romance of famous Lang, etc. All these brands have spared no effort to build brand culture, which has injected deeper connotation into the brand and promoted brand promotion. For a long time, these brands have attracted the attention of consumers through the unique cultural connotation of different products, and consumers' awareness of some brands is also constantly strengthened, so that these brands can occupy their positions with stable sales volume. Such accumulation will undoubtedly leave a more professional feeling to consumers. Shaw's recognition of brand and the resonance of brand culture ensure the relative enhancement of added value of products. Some of the larger brands of casual shoes in Wenzhou are only limited to business casual shoes. They are extensions of product lines, and are closely related to product lines. Although some small and medium-sized enterprises make casual shoes, the market positioning is low and medium end. Because of this, most enterprises in Quanzhou do not feel too much pressure from casual shoes in Wenzhou. On the whole, Wenzhou's casual footwear enterprises have not yet formed a strong competitive edge, but the signs of development can not be ignored. Some enterprises have built new brand of casual shoes separately, such as AOKANG's Kanglong brand, and the international brand of leisure shoes. Market wins seats. Red Dragonfly's brand of casual shoes is hot. Positioning in the high-end female market, after years of efforts, has also played a certain role in female consumer groups. The rising stars, such as bar, Denilson, halo, shotgun and other brands, focus on the casual shoes market. These insertions from different levels into the casual shoes market are still very strong. Wenzhou Enterprises: our channel is broader and is also the first step. Wenzhou shoe enterprises are relatively faster in building the channel of side locking monopoly. In the 90s of last century, after the successful establishment of a chain store by AOKANG, the franchised network of franchised brands was rapidly spreading. In the two or three tier market, Wenzhou shoes were everywhere. In the same period, Fujian casual shoes turned to shoes city and some markets. Nowadays, the chain monopoly system has become the main sales channel for Wenzhou and Quanzhou footwear enterprises. With the development of the market, the operating cost of the chain monopoly mode is rising. According to the survey of a facsimile column of this magazine, the proportion of Quanzhou's casual shoes stores is less than 10% in the whole shoe store network, which is compared with that of the Wenzhou shoe brand. Although Wenzhou casual shoes are just beginning, the relatively broad layout of the channel has given chase to them. Wenzhou shoe enterprises can do a lot of shopping based on the original network and occupy more market share. In today's channel, the importance of channel to brand has long been recognized by the industry, and the competition of terminal resources is fierce. Although the rents of shops in many areas are surprisingly high, they are still being snapped up by brands. So far, no matter whether Wenzhou's shoes enterprises or Quanzhou's casual shoes enterprises have the ability of rapid layout, the weakening of consumption under the financial crisis has increased the difficulty of opening up. Under such circumstances, if the brand of Wenzhou footwear can be transformed in a timely manner on the basis of terminal advantages, the future prospects can not be ignored. It is worth noting that the channel means everything to the brand. The Wenzhou plate wants to get a bigger cake for the rest of the school, strengthening management and enhancing terminal fighting effectiveness. Without good management, shops are just more cumbersome. The competition between the two enterprises can also be specific to the competition of terminal management. At present, the two leisure shoes products are also concentrated in the two or three line. Almost all enterprises adopt the mode of agency system and joint operation. This mode can quickly expand the market, but terminal management is always a short board, which has a limitation on brand promotion, and it is difficult to win a win-win situation of sales volume and added value. Agency system has an advantage in the development of the market, but in the course of business, it is inevitable for manufacturers to fight games, and the execution is not in place. Besides, the quality and strength of agents are different, and the results of operation are different. Therefore, both brands are regional brands, rather than national strong brands. In the long run, there will be some damage to brand promotion. For brands like BELLE, Daphne and AOKANG, self operated stores are more than 60%, which effectively guarantee top-down execution and terminal management inversion. Therefore, brand upgrading is faster. How to improve the existing terminal management becomes the key to enhance competitiveness. The competition for high-end department stores is also a focus. Department stores are not only sales but also symbols of status. At present, the entry rate of Quanzhou leisure shoes brand in department stores is relatively high, but the Wenzhou brand is also doing corresponding efforts. The two cards have not yet formed an overwhelming difference in this respect. To create regional characteristics, seek win-win situation, develop logistics and information, so that the leisure shoes enterprises in both places can not show obvious advantages in production. The larger crossover in production can bring complementary advantages, but at the same time, it brings homogenization of products. This is a headache for many enterprises, but it is difficult to solve this problem. In this case, brand competition will only be described as price competition. Market competition is inevitable, but it should not be blind. Competition with core characteristics will open up more space. For brands, their own characteristics and regional characteristics are equally important. Judging from the situation before, the two leisure brands failed to combine the two perfectly, which is why the international brand of the international brand takes the advantage of the market. It is also based on this point that most of the leisure shoes brands in the two countries clearly indicate the origin of Europe and America, such as the United States, Italy, France and other European and American countries. These places also produce regional culture and spread them. For the leisure shoes enterprises in both places, we should start from two aspects: creating their own characteristics and regional characteristics, and working together to create their own brand, which is not difficult for casual shoes. Leisure itself is a kind of life style with rich connotation. Leisure in contemporary people's lives often become a fashion symbol, covering all aspects of life. Hugh recalls has become one of the indispensable indicators of life and quality of life pursued by modern people. The concept, connotation and function of casual shoes are closely related to this new ideal and way of life. People decorate themselves and show themselves with the help of the shapes, cards and connotations of casual shoes. The brand of casual shoes will make the characteristics of individuation and diversification, and integrate the characteristics of comfort, fashion, health and personality into the focus and new favorite of people. Now, the two places are already known as the shoe making capital. They can make great efforts in R & D and production, produce high quality products, and integrate well with brand culture, and create different origin and culture of brand and casual shoes with different characteristics, so as to meet the broad market demand and win a win-win situation. More clothing investment information, click Http://fz.sjfzxm.com/ ???????????????????????????????????? Http://xm.sjfzxm.com/ Xiao Nan, editor in chief