Brand Positioning Is The Key To Development Of Shoe Companies.

　　 Quanzhou shoe industry is stepping into the market of casual shoes.

Recently, the footwear industry in Quanzhou has launched a March. Casual shoes Market The upsurge. Many enterprises that originally produced and sold sports shoes, business shoes and women shoes have transformed or extended their product lines, and announced that they have entered the field of casual shoes, and even shoe material enterprises have been fighting the idea of this market.

Insiders say that this year there are more enterprises in the leisure shoes market, and casual shoes are becoming Quanzhou. footwear industry Following the sports shoes, another major fulcrum.

　　 Sports brand for leisure shoes

Lei speed was once owned by Guo Hui (China) Limited. Sports shoes brand Later, due to the operation of Kuo Hui, another CBA of its brand, which made ray fast quiet for several years. Recently, ray speed announced the strategic transformation and entered the leisure shoes market.

Guo Hui, President of Guo Hui, said that according to the industrial planning of the group, the future Guo Hui will develop into a shoe and clothing group enterprise with multi brand operation and multi industry coexistence. CBA basketball equipment, Guo Hui shoes and Lei speed casual shoes will be the first step in the strategic layout of the group. He said that his choice of casual shoes as a group's strategic extension of the preferred industry, is fully analyzing the current Casual shoes Strategic decisions based on market development and future development opportunities.

According to CEO Li Guoping of Lei speed sporting goods Co., Ltd., the leisure shoes in the future will be mainly composed of three series: "urban dynamic, business fashion and outdoor life". In the product design, we should incorporate bright and fashionable color elements to break the traditional idea that casual shoes can not be colorful.

　　 Many types of shoe enterprises participate in the tide of transformation

As China's leisure clothing capital, the current Quanzhou Casual footwear enterprises Most of them are concentrated in stone lions. Shishi bulls giant Shoes Co., Ltd. is one of the fastest growing enterprises in recent years. Chen Zhizhong, the marketing director of the company, believes that the current casual shoes market is like seven or eight years ago. Sports shoes Market Similarly, the market is growing at a high speed every year. "The casual shoe market has been developing very fast in recent years, and many enterprises that originally made women shoes have begun to make casual shoes this year." He said.

According to the press, the original cable shoe shoe industry, which only made shoes material, started the development of the leisure shoes market. The original wooden shoes Shoes Co., Ltd., which only made business shoes, began to cooperate with Shishi Ba shoes and Clothing Co., Ltd. this year to open up the market of outdoor casual shoes. In Jinjiang, the brand of casual shoes such as snow speed and proud dragon appeared like lightning. Shishi, as the old production base of genuine leather casual shoes, is famous for its popularity. Casual shoes brand These old brands enhance themselves in brand promotion, terminal image and storefront layout in the face of new strength.

A group of sports shoes, women's shoes, business men's shoes and even shoe materials enterprises have been transformed, making the casual shoe market suddenly appear this year.

　　 Still in the stage of brand competition

Chen Zhizhong believes that because the brand of casual shoes is still in the open and growing stage of the melee, no strong brand or leading brand has yet appeared.

The growth of casual shoes market is promising, but at the same time, it also faces pressure of high cost and brand integration. Chen Zhizhong believes that the current high cost of leather prices is pressure. In addition, some pressure comes from within the enterprise.

According to the introduction, the stone lions in the market Casual shoes The volume of sales has always kept growing, and the pressure from the market is not large. How to do well in internal integration and upgrading is the biggest problem facing Shishi casual footwear enterprises. He believes that, because the sales of casual shoes market is not big enough, the strength of shoe enterprises is growing slowly, and the financial and energy resources devoted to brand promotion and R & D are limited. Due to the impact of the international financial crisis, the support of material suppliers has weakened, which has brought cash pressure to enterprises. To a certain extent, these factors will restrict the development of the brand and lead to the loss of opportunities.

Luo Shijin, the industry personage, thinks that the development space of casual shoes is large, and it is in the primary development stage of brand competition. Whoever has brand consciousness first and has overall strategic consciousness can go ahead in the future. He said that most of the casual footwear enterprises are still at the stage of selling products, and brand innovation and differentiated marketing need to be innovated.

"A lot of brands follow the market's feeling and walk without individuality. Dealers in this area sell this kind of style well, and the other type sells well on the other side. There is no clear definition. brand positioning And product positioning strategy. This is limited to one time and can not support the long run. Like the path of "grid movement" and the positioning of shoes by starlings, they are looking for changes on the road of differentiation. Although it is hard to say that they will be successful, they seek new and change, which provides more opportunities and space for success. So the reason for changing in the market is to change. He also suggested that in the choice of terminals, casual shoes brands do not necessarily have to open their own stores, and the key to the market lies in the control of the terminal.

Ding Shuibo believes that in the field of casual shoes, the competitiveness of domestic brands is not strong enough to form a very strong brand cluster. Only by forming an industrial cluster will this field become better and better. A field must be led by a leader, a leader and a leading brand, so as to form an industrial cluster and a brand cluster.

Another industry believes that the domestic casual shoes brand is facing the pressure of high price and high cost, which requires enterprises to work hard on brand development to enhance the degree of individuation and added value of products. Due to the short history of development, the brand influence of domestic casual shoes brand is not high enough. At present, enterprises can only concentrate on developing the two or three line market, and the price positioning is quite different from that of international brands. Although the domestic leisure shoes brand has gained the opportunity to seize the middle and low end market, however, due to the low threshold of manufacturing industry, a large number of casual shoes brands appear homogenization, homogenization of channels, and packaging are almost homogeneous. Consumers can not choose at any time, it is difficult to form loyalty to a brand, and the overall market atmosphere is not strong. Casual shoes brand Sales are hard to raise.