The Ups And Downs Of Board Shoes Are No Longer What The Market Needs.

Eight years ago, by borrowing Skate shoes With the popularity of the Dongfeng, many local enterprises in Jinjiang have entered into this subdivision area, and emerged many brands of independent board shoes. However, with the slump of the shoe market over the past two years, the brand of these shoes that once thrived on the market began to consider the way out.

Nowadays, in Dongguan's thick street, the white, pure rubber bottom and heavy skateboard shoes have no trace. Guangzhou's popular frontier has stopped the traditional skateboard shoes, and Jinjiang has almost closed it up.

　　 Myna Huang Dongzhi, the brand manager, 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 transformation has been quietly changing in the product range, and in another skateboard shoe king, anda is also facing an urgent self rescue.

To be able to Coordination Rich category, since last year, Qi anda has set up a buyer development center in Guangzhou, Shanghai and other places, and has greatly increased the product design that focuses more on the sense of leisure and fashion. Compared with the past skateboard shoes, the adjusted product line highlights the easy collocation, makes the fabric selection more diversified, and increases the use of real leather, imitation leather and other fabrics, 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 transformation is so urgent that they have to rethink the trend of brand positioning.

In the face of these, they are trying, the only constant change is the market. In the face of the fierce competition and challenges in the current market, Qi anda has only to seek new changes, so that we can find new breakthroughs in the market where the crisis coexists and realize the goal of building the leading brand of China's youth trend. This not only reveals the future of Chianda, but also reflects the decline of slipper shoes and the rise of tide shoes.

Shrink front, focus on shoes.

In fact, in order to enrich the structure of brand products, starling and Qi anda have been relying on the advantages of skateboard shoes to start producing skateboard accessories and enter the fashion field. However, over the years, their performance in garment projects has not been ideal. Now, whether it is compatible with transformation or temporary contraction has become a difficult multiple-choice question.

Now, the adjustment of shoe 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 re integrated and combed to make their styles match. How to make the product style and product culture consistent after transformation? How to realize the sharing of the design elements of footwear products with the design elements of clothing, forming a comprehensive matching, giving consumers more visual impact and influence?

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 transformation. First we will 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 manifestation of the current trend of making a casual fashion brand.

There are worries about turning shoes into "tide".

Transformation is imminent. Besides board shoes, what elements can be added?

On the one hand, the downturn of the skateboard shoes market and the changing fashion of people's dress habits have intensified the transition period of the skateboard shoes in China. On the other hand, the increasingly fierce brand competition, the gradual maturity of consumer awareness, the increasingly clear demand of consumers 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 great boost to local brands. At present, the shoe brand brand positioning in the fast fashion popular brand brand less, the transformation quickly cut in, can get the development opportunity, whether it is reshaping the youth trend culture, or the young and fresh and fresh, all the direction is identical with the direction of the construction site, accelerating the fast fashion leisure shoes and shoe brand close.

However, although the local skateboard shoe brand has experienced more than a decade of development in sports shoes, and has a certain consumer group and a relatively complete market accumulation, but in the leisure market, the popularity is low, even the product lacks 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.

Skateboard shoes are actually 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 of products and terminals through the experience of the famous skateboard shoe SKETCH in the world, and eventually form a niche brand with obvious personality.

Therefore, when the local skateboard brand transformation, 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 relying on advertising, magazines and other mass media like before to publicize their own advocate.

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.