How Can The Shoe Brand Of Chongqing Be "Polished"?

A couple of local communities

Sell to 38888 yuan! Recently, this news made Chongqing

Many people in the industry are surprised.

This is local.

Brand - the company has officially tested the fruits of high-end custom business.

Recently sold a pair of 38888 yuan leather shoes, also become Chongqing "shoe king".

As one of the five shoe making bases in the 90s of last century, leather shoes manufacturing was once a shining card in Chongqing.

However, affected by rising costs and weak brand awareness, local brands, which occupy about 60% of Chongqing's shopping malls, now share less than 5%. Only a few brands are struggling.

The huge gap let Chongqing shoe enterprises have to rethink the way out.

And the high-end customization of corse is only an option for local shoe companies to seek breakthroughs.

A pair of shoes is sold for 38888 yuan.

Leather, style, style, you can choose according to their preferences, but also provide door-to-door feet and other services......

Recently, Chongqing local shoe enterprises officially launched customized services.

Liang Guangyong, general manager of the division's shoe industry, said that last year, the company began to try to promote customized services, including the introduction of special foot products and high-end customization, the price of products ranging from several thousand to tens of thousands of yuan.

Today, sales of products of 3000 yuan and 6000 yuan are good. Last month, we sold a pair of customized leather shoes at 38888 yuan in the Neijiang store.

The leather shoes are made of wild giant crocodile skin and made entirely by hand by technicians.

In one year, the sales volume of customized business has reached 5 million yuan, accounting for about 20% of the total sales.

"Nowadays, the biggest problem of Chongqing shoe industry is homogenization. If we want to survive, we must be differentiated and refined."

Liang Guangyong said that they began to do business in 2009. They want to collect the big data, and launch the products that are most suitable for the regional style and price according to different markets such as the main city, district and county.

At the same time, we need to push mass customization to meet the needs of different individuals.

At the same time, the company is testing the customized APP. It has received nearly 100 pairs of shoes orders before it is formally launched.

Liang Guangyong introduced that when the custom APP is online, consumers can install the APP as long as they can guide their feet according to APP, and then input the contents of foot type, size, demand and so on, so that they can be customized.

Power supplier

Market segmentation

Busy looking for a way out is not only the company but the local shoe companies such as Kodak and Mingyue are busy restructuring.

Tang Qing, chairman of the Kodak shoes company, introduced the dream Kodak project to invest 5 million yuan, and spent three years on the list of the ten largest electricity suppliers in Chongqing.

Today, dream Kodak has an electronic business team, and shops in Tmall and Jingdong mall, and more than 10 thousand square meters of logistics base.

Next, the offline experience shop will be set up to form a O2O mode combining online and offline.

Unlike the company and Kodak, the pformation of leather shoes in the Ming moon is taking the road of specialization and market segmentation.

Zhou Dajiang, chairman of Chongqing Mingyue leather shoes factory, said that in order to stand in the market, Mingyue mainly launched three series of sports leisure, medical care and Gaestgiveriet Hotel professional shoes.

Among them, nurses shoes account for about 60% of the total sales volume.

In order to make big sales, the next step will also be the development of e-commerce.

Investigation

The market dropped from 60% to 5%, and local brands were falling down collectively.

Behind the pformation of shoe enterprises, the shoe industry in Chongqing is in a dilemma.

According to a survey conducted by a Commercial Daily reporter, there are only three local brands in Chongqing's first-line shopping malls, only 5% of which are owned by Kr, Meng Kodak and zimun boat.

At its height, local brands accounted for about 60% of Chongqing's shopping malls.

"Many young people don't know about moon shoes and postcards."

Zhou Dajiang introduced, and in the 70s of last century, Mingyue leather shoes not only sold well all over the country, but also had more than 50 stores and counters in the whole country, and the products were also exported to Europe and Southeast Asia.

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"In the 90s of last century, no matter what style sold, many brands in Chongqing opened stores nationwide."

Liang Guangyong also said that the south coast, Wanzhou, Bishan and other places had gathered thousands of shoe factories, and the Division has set up stores in 26 provinces and cities nationwide.

After 2000, with the rise of some brands in the country, market competition intensified.

Chongqing leather shoes are gradually shrinking the market and even dropping out of shopping malls.

"Before 2000, we got a berth at a shopping mall in Shapingba, when sales increased by 40%, but when a foreign brand named the location, the shopping center adjusted our position to the corner."

Zhou Dajiang introduced that after the business could not go, it had to quit.

It is understood that in the first clothing festival in Chongqing in 1998, 12 famous Chongqing shoes were appraised, including krishnamuri, Jingbo, Mingyue, dream Kodak, Shuang Ling, Posta, female trillion, metier, clemon, Fujida, Yalan, Yu Chi, etc.

But up to now, less than half of the brand is still produced.

At the same time, the survival of the brand market has shrunk dramatically, and shops such as Ke Shi, Meng Kodak and Mingyue shoes have contracted to Sichuan Chongqing area.

Cause

The cost is increasing and the market is weak. Many bosses are forced to switch careers.

Why are local shoe companies becoming more and more difficult? The cost is rising year by year.

Liang Guangyong said that by environmental protection, leather Limited production and other factors, the cost of leather shoes now increases 8%~10% every year, and labor costs are also increasing year by year.

And the market is weak, sales decline year by year, since 2010, domestic leather shoes sales have been declining trend.

By 2014, it can be said that in winter, leather shoes have already entered the era of small profits or even no profits.

"Although the company's sales in the mall are at the forefront of men's shoes, it can only be achieved without losing money."

Liang Guangyong frankly said that if enterprises do not increase the added value and profit margins of products, it will be difficult to survive.

There are many reasons for the decline of footwear industry.

First, foreign demand is decreasing and export volume is decreasing.

Two, the footwear industry is labor-intensive traditional industries with small profits.

Bishan Footwear Association Secretary General Liao Zongzheng told reporters that in the past two years, the overall trend of the footwear industry downward.

As of 2014, Bishan footwear manufacturers produced 154 million pairs of shoes, with an output value of 21 billion yuan, and this year there will be a certain decline.

Li Changjiang, who has worked hard for 30 years in leather shoes, is deeply impressed by this.

"I want to deliver the raw materials with one hand and deliver the goods on one hand, but I can sell them to the exclusive stores before I receive the money, so the pressure of the funds is not small."

Li Changjiang said, a 50 square meter store, the monthly rent will be 25 thousand yuan, plus two employees wages, originally gross profit is only 35%, "costs 80% of gross profit".

The rent is still rising, and more and more stores feel it is not easy to survive.

Coupled with the impact of the electricity supplier, the annual sales decline of two to 30% is normal.

Last year, he gradually abandoned the leather shoes industry and switched to a restaurant.

Liao Zongzheng said, at present, many shoe bosses began to turn into industries with high added value, such as finance and construction, and many of them have made shoes owners with a certain scale and brand for many years.

Way out

R & D innovation follows the trend and opens up market segments.

How can the shoe brand of Chongqing be "polished"?

In the shoes and clothing industry observer Ma Gang looks, now the foreign trade glides seriously, the shoe enterprise should make the channel and the independent brand construction in the domestic sale.

At the same time, we should pay attention to new consumption channels, such as e-commerce, micro business, etc.

"The most important thing is that shoe companies should learn to do product analysis, and should not be complacent. They should learn to make distinctive differentiation in some aspects, such as style design, cost performance and so on.

Even subdividing the brand, such as focusing on a certain group of people, so that we can divide the new cake in the subdivision area.

Ma Gang said.

"He can still insist that the main thing is development and quality."

Liang Guangyong introduced that he spent millions of dollars each year to set up research and development centers, and set up research and development offices in Guangzhou, which enabled them to keep up with the trend of the trend, coupled with a perfect late stage service. Nowadays, the customers of the company have accounted for over 40%.

Therefore, Chongqing leather shoes to survive, R & D is still the most critical.

Tang Qingye said that the old brand has the advantage of the old brand, but it can not rely on the old brand. More importantly, it is necessary to learn to adapt to the market and innovate at the right time.

In the 70s and 80s of last century, the style was not fashionable, so long as it had a pair of leather shoes, it was very fashionable. At that time, it was only a simple product.

But by the 90s of last century, there were more and more new styles.

And after 2000, besides paying attention to the style and quality, the comfort degree is also more and more exquisite, for example, comfortable and breathable.

In 2001, Meng Kodak invested 2 million yuan to set up a R & D center in Guangzhou to solve problems such as design, which played a very important role in consolidating the market.

Liao Zongzheng also said that at present, the Bishan Footwear Association hopes to work hard in the new product development and e-commerce market.

Bishan wants to build a shoe industry chain integrating sales, production, business and tourism, R & D and design.