Shoe Industry Innovation To Solve Consumer Demand

In order to innovate and develop, enterprises must first establish a customer demand research department or a consumer behavior research department, always focus on the core needs of consumers, so as to get their respect and favor.

Recently, many guests around the development of footwear industry bottlenecks, innovation path and other aspects of the problem were discussed, this private enterprise observation station to share with you.

360 degree

Peng Liming, general manager of supply chain of International Limited company

Guo Binwen, founder of the Guangzhou Central European Union Mdt InfoTech Ltd

Lin Zhiming, founder and CEO of information technology, Xiamen

Some traditional shoe companies still stay in the competition price.

Moderator: insiders believe that

Development needs innovation driven, stock optimization, nurturing new impetus for industrial growth, shaping new advantages in international competition, and promoting the industry to move towards a medium and high level structure in the medium to high speed growth stage.

What is the current state of enterprise innovation? What bottlenecks must we break through?

Guo Binwen: I go to the Milan shoe exhibition every year. You will find Japanese pavilion, Korean Pavilion, Brazil Pavilion, and even India Pavilion, but there is no Chinese Pavilion.

In fact, six to 70% of the shoes of the first and second tier brands come from China.

I have talked with the sponsor of the exhibition, and the answer is: Chinese designers feel that they are experts in copying money; two, they will only do low price products.

China

More should be called product planners, which are characterized by a certain market vision and a certain aesthetic ability. Besides, they have to design large quantities and low prices for the company.

Chinese shoe companies participate in the annual Italy shoes exhibition. The one or two tier is Italy brand and the three or four tier is Chinese brand.

In the Italy exhibition area, the company will recommend how good our design is and how different it is from others. In China's exhibition area, the price of our house is cheaper than others.

Chinese enterprises are accustomed to low price competition, designers also go to low price competition, in fact, most enterprises can do better in innovation and design.

Lin Zhiming: now, the traditional shoes and clothing industry is facing many pressures and challenges. For example, enterprises spend a lot of publicity expenses on the market, but they do not know where our consumers are, what they are, what they buy, how much they buy, inventory is high, and they pursue the digestion of inventory through the electricity supplier, they also digest the consumer's loyalty to the brand; the international brand sales channels sink and occupy the domestic brand sales channels.

With the advent of the mobile Internet era, many changes have taken place in the ideology of consumers.

Nowadays, everyone is analyzing the innovation of shoe industry.

From the perspective of Internet practitioners, the traditional shoes and clothing industry should realize two problems. First of all, China's footwear industry has changed. Secondly, the upgrading of consumer spending has been placed before us.

Nowadays, consumers are more concerned about convenient trading and experiential shopping.

Enterprises should shorten the distance from consumers through product design, and let consumers' demands be fed back to enterprises, so as to support the production design of enterprises.

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The core of enterprise sustainable development is value creation.

Host: so what is the key point of shoe innovation?

Peng Liming: I think the essence of innovation is to solve the needs of consumers.

Previously, the 31st degree smart children's shoes were on line. They had 6 functions. One of the most important functions was to prevent children from losing. Even if they lost, they could easily find him. For parents, this is a rigid demand.

The sale of shoes has exceeded expectations, and has now been completed for second generations.

I worked in a company developed a super light running shoes, this is our basketball players after tracking understanding of consumer demand.

Athletes reflect that shoes are too heavy. If shoes are lighter, they are more conducive to their performance.

Based on this demand, enterprises have invested in R & D and produced ultra light running shoes, requiring men's shoes to weigh not more than 299 grams. Now they have made fourteenth or fifteenth generations, and sales volume has reached over 10 billion.

Recently, I am studying the issue of sustainable development of enterprises. I believe that the core of sustainable development is value creation. It includes: the emergence of enterprise value and the value you provide to your target customers.

Nowadays, the homogenization of products is serious. Why should consumers buy your shoes? To solve this problem, it depends on whether you have caught the needs of consumers.

Shoe industry has experienced such a number of levels: the first level is "what do I have"; the second level is "what customers want", when enterprises understand the needs of customers, they rush in one by one, and the result is homogenization of products, resulting in more and more serious cottage products. The third level is "what can I solve for consumers", for example, the products you provide can give high jumpers better play, so your products will stand out.

Smart shoes are the same, not only the analysis of sports data, but also solve the parents' concerns about the safety of their children.

In addition, product innovation is a continuous process. Without a generation of shoes, there will be no follow-up.

Lin Zhiming: after a chat with a listed business owner, he learned that the company used its channel to understand users and collected VIP members' information, so as to analyze and optimize and complete precision marketing. Within a few years, VIP members rose from less than 7% to 30%, allowing enterprises to get more than ten billion yuan in revenue.

Therefore, any small innovation can bring a joyful change to the enterprise.

Taobao returns at least 5 billion yuan a year due to improper size, and through big data matching and interaction will reduce the cost of return, and quickly recommend appropriate size to consumers.

For example, in the past, when consumers entered stores, they could only try on shoes frequently in order to find the right shoes.

Using the big data analysis platform, when consumers enter the store, they will automatically recommend the shoes styles that consumers may like and display the appropriate shoe size on the phone.

Any innovation is to meet the needs of enterprise cost reduction and efficiency enhancement.

Innovation should first establish the consumer behavior research department.

Moderator: for shoe companies, what is the path of innovation? What is the future direction of the footwear industry?

Peng Liming: I think that if enterprises want to innovate and develop R & D, we first need to set up a customer demand research department or a consumer behavior research department.

Without this department, what you want to develop is to find others to learn, and what I have to do is to understand what the customer demand is and analyze the behavior of consumers.

In the past, we knew the demand of consumers for running shoes, so running shoes were selling very well. Now we have to understand what the consumers' further needs are, so that we can get the respect and favor of consumers.

The traditional R & D path is to set up R & D institutions, then develop products, undergo market tests, conduct product research, and finally sell products.

This path is either a copycat version or an improved copycat version.

The real product innovation first is to study consumer behavior, then verify consumer demand, and then find a technical solution, set the target to achieve the product, and finally integrate technology into the product.

This should be the direction that product development should take in the future. The conventional R & D path will only make the products more and more cottage, and the failure rate will be higher and higher.

Guo Binwen: before 2000, the shoe industry was an era of shop stalls. Everything was sold very well, but it could not solve the problem of fakes and inferior quality. So at that time, the state store business was very good because it solved the problem of counterfeit goods.

From 2000 to 2005, when we entered the era of channel dominated business, large shopping malls were very good at that time. Many people would like to buy them in department stores, because they could buy good quality products, but the result of good sales was that businesses began to increase their prices. Anyway, the wool came out on sheep, the retail price of products was too high, and the price performance of products broke away from the value curve, although it solved the problem of poor quality products, but it did not solve the price problem.

After 2005, the people chose the electricity supplier. From 2010 to 2015, the electricity supplier suddenly appeared and swept the whole country.

Although the electricity supplier has solved the price problem, there has been a new problem of fakes.

Before the year, "double eleven", everyone was talking about the price is cheap, but last year, "double eleven", everyone is discussing the issue of return.

Without solving the problem of fake goods, the electricity supplier will come to an end.

Therefore, in the future, it will return to the physical store, but it is different from the past physical stores. It is going to the central link, going to the inventory, differentiated products are popular, the electricity supplier from the sales platform to the tooling pformation, to help the entity sales, the final result is to improve the product cost performance.

Innovation is near.

Basketball players complain that their shoes are too heavy to play, so they have the advent of ultra light running shoes; parents worry about losing their children, so they have the emergence of intelligent anti lose children's shoes; consumers are too fond of the air conditioning noise, so the air conditioning has the noise function; consumers feel that the air conditioning power consumption is large, so the inverter energy saving air conditioner appears.

Innovation seems far away, but in fact it is near.

For traditional footwear enterprises, the functions of R & D departments may not lie in merely imitating or improving others' products. Such products can only go towards homogenization; and a new way of finding new innovative points from the needs of consumers is the only way to create unique differentiated products.

At the same time, constantly studying the habits of consumers and studying consumer behavior is the source of innovation.

According to industry analysis, China's per capita footwear consumption is about three pairs, the United States has seven pairs, and the European Union has six pairs. Despite the past year's traditional footwear enterprises are facing the pressure of inventory, the potential market space is still there.

How to make consumers willing to buy fourth pairs and fifth pairs on the basis of the existing three pairs of shoes?