How Can Women's Shoes Avoid Market Encirclement And Suppression?

Half a month ago, XTEP group's fashion shoes brand "DIDUO" and another Wanda shop opened. Another woman's shoe, Q, also stepped up efforts to promote the construction of terminal image and speed up the layout of SHOPPINGMALL. At the same time, the original brand of women's shoes, green Wan Tian, made use of the advantages of rooted in the electronic business platform, and opened the way of exploring the shop under the line.

In fact, with the acceleration of the urbanization process and the increasing competition of retail terminals, the urban complex has gradually entered the public consumption horizon. The local fashion women's shoes brands are aiming at emerging channels to avoid the market encirclement and suppression of the huge women's shoes brand, and strive to jump out of the low price competition situation.

With the opening of another DIDUO store in Fuzhou, di Du "DIDUO" based on the channel layout of SHOPPINGMALL has further pushed forward. According to the brand tone of Duo flower, the Deputy General of Duo women's Shoes Co., Ltd., SHOPPINGMALL is one of the most ideal channel structures for duo and is also the first choice for her and her team to expand the market channel.

"Opening a store in SHOPPINGMALL is easy to create an independent brand image and create a brand culture, so that its unique brand culture can be easily disseminated. Because the business space is relatively independent, it is easy to arrange marketing activities, whether it is price marketing or cultural marketing. On the contrary, under the environment of traditional department stores, brand image building, brand culture communication and marketing mode choice are easier to be restricted. Du Lanhua said.

In her eyes, di Du "DIDUO" has always been the main tone of the brand with light luxury. First of all, it has certain requirements for the consumption ability of the customer groups under the positioning of the products with quality, fashion and cost-effective. The new business body SHOPPINGMALL integrates shopping, leisure and entertainment. Its consumption group can overlap or overlap with the target population of "DIDUO" to a certain extent. Secondly, as a brand of the new fashion women's shoes, di Du once enters the traditional department store channel, and on the one hand, it will inevitably form a positive confrontation with the original strong women's shoes brands such as BELLE, Saturday, etc., which is not conducive to the brand's market training, and on the other hand, it may cause the price of the mid price brand to encircle and suppress.

In fact, the worry of Duran flower is also a strange circle that many colleagues are deeply trapped in. The price of the mid price brand in her mouth mostly takes the shops along the street as the main battleground. "These Jiangsu and Zhejiang women's shoes brand launched a price war, and the posters of 100 yuan and three pairs are almost full of shops along the street, even if the new listing can also be directly reduced by forty percent off." A woman shoe industry personage said, "in order to avoid such vicious competition, more emerging channel system has become the market development direction of local women's shoes."

Coincidentally, the presence of large shopping centers is also the focus of the development of the Q channel. In just a few months, Q has been stationed in more than ten shopping centers such as Wanda and SM square. Its fast fashion brand positioning and colorful fashion shoes also show excellent guest strength in SHOPPINGMALL.

Q has even launched a new round of brand offensive -- Taking "efficiency, innovation and breakthrough" as a blasting point to gradually transform into a retail brand. On the one hand, it strengthens the integrated marketing with terminal product experience as the core, and adopts various measures to rapidly promote channel transformation; on the other hand, it implements brand standardization management from the head office to the branch, and establishes the product life cycle model. In addition, Q innovatively launched the dual management mode of headquarters and customers, choosing the right customers to conduct a new customer market pool, helping customers establish a retail management team, and strengthening the retail management standards and replication capabilities.

While accelerating the layout of new channels and promoting the construction of terminal image, local fashion women shoes are also eager to work hard on product characteristics and strive to stand out in the market through original products.

"Compared to the same price brand, the material of every season is mainly based on calf skin, supplemented by fetal cowhide, which ensures maximum comfort of shoes. In individual series, it also selects special fabrics such as fish skin and snake skin, which are relatively rare in the market. This also fully embodies the diverse styles of our products and provides various choices for wearers on different occasions." Du Lanhua told reporters.

On the product side, there is also Q. As early as last year, Q decided to cooperate with several new Korean designers, according to the disclosure, the two sides will be combined many times. Design research and development New products and further in-depth cooperation.

In fact, the 45 fashionable women shoes jointly developed by China International Fashion Week Q and Korean designers are almost all the night. The new products of Q2016 spring and summer are mainly designed with flowers, pearls, exaggerated thick bottoms, rivets, fringes and other design elements. The evolution of color and elements is interpreted in the form of mix & match, which interprets Cinderella's highly hierarchical transformation journey. Among them, the product line developed by Korean designers not only leapt out of traditional design thinking, but also injected more bold elements into the original brand style.

Luo Shaoqiang, President of Q, said that cooperation with Korean designers is the world's first stop in the cross-border project of "Cinderella's travel". "We will not be limited to cooperation with Korean designers. We will also work with designers from all over the world to develop new fashions in the future. Through the release of domestic and international fashion week show, we will build Q into an international brand that integrates global fashion and creativity. Next, Q will gather information about women's fashion preferences and foot characteristics through field visits and cooperation with multinational designers, design a more comfortable and more fashionable footwear for women in the world, and consider developing a high-end fashion women's footwear product separately.

"Women's shoes industry has been in a process of continuous adjustment in recent years. If we want to survive or make the brand better, we need more innovations and changes." Luo Shaoqiang pointed out that the domestic women's shoes industry has been lacking originality for a long time, and Q always believed that innovation is the core of the fashion industry competition, and product development is the top priority.

Local fashion women want to jump out of low-cost competition with original products, creating a new outlet for China's 100 Tian Sen shoes. In this regard, Hou Lidong, the industry believes that Brand of women's shoes As long as we grasp the pain points of women buying shoes, grasp the psychology of women's consumption accurately, focus on the center of women's consumption demand, experience the long experience, make up for the short price and work hard, we will surely defend our brand position.

"Every woman is looking for the right shoes, but the shoes are good, only the feet know. The biggest pain for women to buy shoes or trying to wear is that the salesmen miss the opportunity, the right compliments, and we want to give women shoes consumers the best experience. Luo Shaoqiang believes that today's retail industry is not simply providing quality products. Retail is not only a product design, but also a design about experience. The challenge for retailers is to integrate terminal design into a part of consumer experience, so as to find ways to communicate with consumers through "mental communication".

Therefore, "soul communication" requires brands not only to be seen. Consumer The longing is also able to discover its subconscious troubles. When a customer says, "I don't like these shoes," she is often dissatisfied, or the price is not appropriate, but more consumers will say, "I don't know how to match my shoes with my own clothes". For this reason, Q has set up the collocation guidance service in the experiential shop, specially invited professional fashion collocs to provide customers with one to one exclusive collocation advice. "Collocation guidance" service is intended to break the customers' doubts and vacant feelings, and make them dress more confidently. At the same time, it is also an opportunity for the brand to communicate with customers in depth, so as to tap the potential demand of customers again. Once the service was launched, women consumers were deeply impressed.

Not only that, as a brand developed from the online, the traditional Chinese traditional women's shoes of the traditional Chinese antique art have been opened up in the past two years, and Sichuan, Guangzhou, Shanghai and other cities have their own stores under the brand line. Unlike other major selling products, Qingwan Tian's experiential shop does not aim at selling products. Its more significance is to let customers feel the brand smell of small refreshing and literary and artistic fans.

And Duran flower decisively introduced the "Chuang Ke" precision marketing system, through the system can understand the needs of customers and targeted consumption ability assessment, can more accurately do VIP marketing, truly make the products that consumers like, use the price that consumers like, in the time and place that consumers like, in a way that consumers like, provide consumers faster than competitors, and form fans economy.

"Of course, we will also create a cultural atmosphere at the store terminal, with emotion as a link, and fully grasp any opportunity to interact with consumers. Our aim is to give consumers a feeling, an emotional, physical, intellectual and even spiritual experience, to create a sense of experience and thinking identity with commodities as material, to catch the attention of consumers, to create a memorable experience for them, and to find new value and space for their products. Du Lanhua said.