Why Don'T I Buy Myself A Pair Of Shoes When I Accompany My Wife To Buy A Bag?

Like shoes

"Clarks", "GEOX", "GEOX," and "Mom and dad can wear".

They are more advanced than Clarks and GEOX.

In the category of hundreds to thousands of thousands of people, the fact that they are really similar to the Ecco grade is actually LOAKE, Hush Puppies and Rockport.

A kind of

But one thing you find is that the price difference between Ecco at home and abroad is very large for the same product.

The same shoe is likely to be close to 2000 yuan in China, and abroad may be just 1000 or even eight hundred or nine hundred yuan.

In Outlets stores, the price difference is even greater.

What caused such a big price difference?

The first is exchange rate and tax.

Generally speaking, a firm with no big brain problems will not want to sell its own products at different prices in different places.

It's like no vendor is willing to be "hungry marketing".

Different price systems will cause great confusion to the management of their global markets.

The main reason to decide the price gap is the exchange rate of currency and the local tax policy.

Even so, careful calculation of children's shoes will find that even if the gap between exchange rate and tax is removed, Ecco your price is much worse than that.

Here is another problem, that is, market positioning.

The main crowd buying Ecco abroad and the large domestic consumers who buy Ecco are almost totally different two people.

Ecco is positioned as a pair of "casual shoes" for young people with higher income levels.

That's why it constantly stresses itself as "comfort, durability and classic".

It is in line with the characteristics of Nordic brand.

And at home, Ecco found that his young man did not exist at all.

It's just pissing.

When it first entered the country more than 10 years ago, there were only two images of the thousand class shoes Market: either the 20 year old boy's chasing Star wave shoes, or the most popular square shoes of local bosses and civil servants.

In the environment at that time (and later years), except for these two kinds of shoes, there were few other shoes in the market of thousand yuan.

This has made Ecco deeply troubled.

After some research, Ecco found that in China, people who can really accept their "leather shoes" are middle-aged men who are about 35 years old.

This is probably the image below.

Such boys, they are not short of money, but also keen to buy leather shoes.

Their demand for leather shoes is "to wear comfortably and go out to have face".

These two requirements are almost self contained for Ecco.

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Ecco's most famous feature in shoe making technology is "soft sole".

This will make people who wear it for the first time in a sense of "super comfort".

The Ecco shop has been opened in high-end stores such as Hang Lung and China World Trade Center, which gives men the feeling of "top grade".

Why don't I buy myself a pair of shoes when I accompany my wife to buy a bag?

This is demand.

To cater to this demand, Ecco intends to adjust its strategy.

Distinguished from its "natural and classic" which is publicizing globally, Ecco stressed that "men must have a good pair of shoes", "see if he is a good man, must look at the shoes he wears".

In particular, when it made Lan Qin speak for the first two years, he constantly pushed this idea to the summit.

Under the guidance of this concept, many people naturally equate Ecco with "advanced" and "good quality".

Plus, a few years ago, when Ecco had entered the country, the service of the store was very good.

This accumulated good reputation.

What is the difference? It is to make the price of shoes more advanced.

Two chestnuts without exaggeration:

I used to have a sales colleague, three or five years old, rich but very stingy.

Please have the Lanzhou noodle and your AA.

When you go out to meet customers, you only have a suit of G2000, but you buy several pairs of Ecco shoes at two thousand or three thousand positive price.

The reason is that "stores can be repaired free of charge! The service is super!"

The other is my landlord who works in Beijing and works in the SONY building in Wangjing.

Ecco with a full shoe cabinet often needs to be oiled.

This is the "comfortable shoes" in his eyes.

In fact,

Their "good shoes" basically have a grandmother like.

Everyone, feel for yourself.

So you see, relatively cheap abroad and relatively expensive domestic prices are sometimes forced by buyers.

Of course, in fact, the last shape of Ecco shoes is indeed very suitable for Chinese people.

Its shoe toe is wide, and it has a good tolerance for the broad feet and meat baseboards of the Orient. Besides, its supporting power is very excellent. Especially for those who need outdoor walking for a long time, the sole of Ecco shoes is much better than that of many outdoor brands.

I think it's a pity that Ecco has some shoe styles that are quite popular as a casual shoe brand.

For example, some products like JEREMY series and JAMESTOWN series are well matched in daily wear, and there is no special violation in office space.

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In addition, their women's shoes and outdoor shoes products are actually doing pretty well, and knapsack and other similar products also have high cost performance in the same grade products.

Goose,

You can hardly find them in domestic stores and official websites.

Salesperson will also introduce you and recommend it to you.

You can see more, basically, some of these products

Especially old fashioned!

A brand located in young people has to appear in the face of aging. A product that is located in "leisure" has to be pushed to customers with the combination of "formal dress".

This has made Ecco a huge embarrassment for the development of more new users.

On the other hand, although Ecco has a high level of production and channel management, there is also a great difference in specific dealer services.

Stores like Shenzhen are much better than Shanghai, and Shanghai's services are much better than Beijing's.

And so on.

The uneven service and the price impact of Hai Tao products make consumers reluctant to buy things in stores and official channels.

This is a big trouble for Ecco and many overseas brands.

How to make more young people like themselves and how to make people willing to shop? This is the most important problem that Ecco should solve in China.

Of course, this is not overnight.

Ecco still needs more effort in his brand image, product positioning and many other aspects.

For those of us who buy things, Hai Tao Ecco is still much more cost-effective than domestic channels.

There are also many ruthless products in China. Why should they not be able to get away with their money?

Ecco factory workshop in Xiamen