The Narrowing Of Women'S Shoes Market Has Led To Intensified Competition, And The Strategy Of Brand Upgrading Behind Q'S Fast Lane.

In recent years, macroeconomic growth has slowed down.

Impact and store rents rose and other factors.

Industry continues to slump, BELLE,

Saturday and other traditional line of women's shoes brand offline shop closing tide continues.

At the same time, the narrowed women's shoes market has led to the intensification of brand competition. Homogenization and vicious low price competition have occurred as a chain of Domino, and the overall situation is not optimistic.

For women's shoes, the dangerous market environment can also become a turning point for brand regeneration.

As Luo Shaoqiang, President of Q, said, "in this era, we need change and innovation, find opportunities for change and upgrading, innovate and develop, and crisis is a turning point."

As one of the fastest growing brands in the domestic women's footwear industry, Q has gained great attention in recent years.

Not only in the "2015 China footwear industry ten brand selection" Campaign sponsored by China shoes net, did it win the "ten major brands of Chinese women's shoes" in 2015, "ten most famous brands of China's most investment value" in the year 2015, and 2015 Chinese consumers recommended ten brands "three crowns", but also in the environment of women's shoes industry facing a crisis in recent years.

In addition to focusing on fashion innovation principles in product development and production, the reason why Q can drive on the fast track is inseparable from the successful application of brand upgrading strategy.

Is brand upgrading an opportunity or a challenge?

"In the past 10 years, Q has focused on product development and design, insisting on being the best fashion shoes brand in China, serving the female consumers who pursue the fashion and quality life and making a solid brand.

We have made achievements in the women's shoes market, and the brand of Q has been accepted and loved by more and more consumers.

Luo Shaoqiang said, "with the continuous development of Q, the rapid expansion of the business area and the increasing variety of products, Q urgently needs a new brand strategy to meet the growing market demand.

It is time to see this. We started deploying the brand upgrading strategy from 2013. "

Luo Shaoqiang believes that the future competition of women's shoes industry is still brand competition. The competition of local women's shoes enterprises will rise to a deeper level from the basic level of price and channel to product design, brand management and personnel training.

China's fashion shoe industry only develops towards the direction of system innovation and brand innovation, in order to gain more profit space and market space, and defend the brand's position in the women's shoes market.

This is exactly what Q initiated the brand upgrade.

In February 2015, Q, the first upgraded image store in Changsha, was unveiled in Changsha, a new VI visual design, a more diversified product line, a new upgrade of hardware and soft services, and Q's every move to enter the discourse center of the industry.

This is a change of voice, implying the strategic determination of Q to fashion women's shoes.

Judging from some important actions of Q at present, this strategy is not a pan strategy. At this stage, it will focus on the new shaping of brand image, the adjustment of product structure, and the strategic optimization of terminal marketing services.

Brand building is advancing in the process of pformation.

While promoting brand building, Q also does not relax in product development and product quality.

Q adheres to the innovative mode of "more styles and leading fashion". It keeps up with the trend. With new fast frequency and many styles, ten international fashion buyer teams are distributed in every fashion city, and cooperate with nearly ten world-renowned design companies to continuously develop and design products that are more satisfying to consumers.

To provide customers with more fashion choices, Q designs more than 30000 pairs of new shoes every year, and 1800 models are selected to market.

In addition, ith Q women shoes new products also highlight the combination of shoes package, the overall collocation of the fashion concept, the women's shoes as a fashion accessories to packaging, and then around their own category characteristics, with a unified concept and theme of jewelry, package, glasses and other accessories series into a series, highlight the concept of the whole body collocation, create a one-stop fashion shopping life hall.

Products as the cornerstone of the brand of women's shoes, is the most indispensable part of brand development.

The comprehensive development of the Q product line has laid a solid foundation for brand promotion, brand culture construction and fashion taste upgrading.

"Not only products should be upgraded, but also our market concept and brand awareness should be upgraded constantly."

Wei Hongtao, chief executive of Q, said: "in the development trend, the women's shoes industry is a fashion industry. If we want to jump out of the old road to win quantity, we must fundamentally abandon the competitive strategy of quantity accumulation and low price winning, move from production oriented enterprises to market-oriented enterprises, and move from channel driven enterprises to brand driven enterprises, so only innovation can bring qualitative leap to enterprises."

Innovative marketing, pragmatic strategy, convoy

In addition to brand building, the strategic layout of women's shoes industry is also a top priority.

At present, the impact of the women's shoes industry is on line. On the one hand, Q is pushing forward the business mode change, further enhancing the product experience display function under the line, promoting the strategic expansion and development of stores, and looking for more possible development models. The marketing mode of diversified stores, such as "music marketing", "heterosexual marketing", "fashion parade", "ballet flash", "technology crossover" and so on, is a bright one for the development of domestic female shoe terminal stores. On the other hand, Q has seized the opportunity of the vigorous development of the current electricity supplier, further implemented the strategy of developing the strategic electricity supplier, improved and strengthened the Q electric business system, integrated traditional channels and e-commerce resources, and tried to carry out the all channel pformation to create a more competitive brand of women's shoes. Face

Luo Shaoqiang said that brand building and brand upgrading are the core of the long-term development of Q. With the gradual maturity of Q's brand strategy and market strategy, Q will build "China's first fashion women's shoes" in the next three to five years.

"Relying on the brand strategy to upgrade in an all-round way, grasp the most fashionable trend in product development and design, connect with international brands in enterprise management and marketing, penetrate market demand, innovate marketing mode, strengthen channel construction, introduce new cooperation mode in the same time when strengthening retail sales of terminal stores, and Q will remain invincible in competition with other women's shoes brands."