The Foundation Of "Standing Shoes" Is Not Stable. Nike Is A "Negative Textbook".

According to the world clothing shoes and hats net, the world's first and second line

The shoe 60-70% comes from China, but its own brand is very few.

Take the footwear industry's most famous Milan shoe exhibition as an example. European and American brand exhibitors, Japanese exhibitors, South Korean exhibitors, Brazil exhibitors and even India exhibitors are all exhibiting, but there are no Chinese exhibitors.

It can be seen that although China is a big consumer country, China is still a big consumer country.

The brand's world influence needs to be improved.

Eyes shifted to the development of large spans along with the upgrading of consumption.

The market for casual shoes is consistent. In recent years, almost all kinds of products have been invaded by foreign brands such as UGG, COZY STEPS, ECCO, Clarks and so on.

As a result, the market competition of fashion casual shoes has formed the current situation of "the immortal fight, the state-owned brand onlookers", and the brand penetration and technology competition behind it are very fierce.

How to succeed in the Chinese market, at least not to step on the pit, perhaps the trend of Nike in recent years may be able to warn them, and ultimately inspire the growth of China's footwear brand.

Foreign brands have occupied the market of fashion casual shoes.

The upgrading of consumption brought about by the increase of income has made Chinese consumers pay more and more attention to the two aspects of shoes: comfort and appearance, all the same, cheap and quality shoes, "some wear on the line" shoe market is gone forever.

In this process, fashion and leisure products are rising rapidly, forming a consumer group that is generally applicable to young people and age groups. It has become one of the most important types of footwear market. Foreign brands such as UGG, COZY STEPS, ECCO, Clarks and so on have entered the market. With their comfortable wearing, appearance and fashion, they have become the major brands of concern.

1, UGG: the current brother of snow boots.

Initially, "UGG" was originally referred to as snow boots in Australia, but it was later registered as an exclusive trademark. It was also founded by the US Deckers (DEX) in 1978 and operated by UGG brand. In Australia, there is still "UGG" Association against UGG brand of Deckers.

With snow boots as the brand name of snow boots, no two brushes will definitely fail.

In the fashion and leisure footwear, UGG brand is the high-end luxury snow boots under the Australian Shepherd culture. The positioning is high-end, but the buyers and buyers are in a rush. The word of mouth is good. Since entering the Chinese market in 2008, there are nearly 150 stores, which are difficult to obtain in high-end products.

However, it is currently facing the COZY STEPS's positive challenge on snow boots.

2, COZY STEPS: comfort pronoun.

COZY STEPS, founded in 1994, has a history of more than 20 years. Since its establishment, its parent company has been working hard in Europe and America, and has strong European and American genes.

In 2009, the comfort of COZY STEPS's main shoe in China market is better. Its product line includes leisure, business and snow boots.

At present, the popularity of COZY STEPS is not as good as other brands in China, but this does not prevent it from developing rapidly in China by virtue of comfort. As of 2017, there were more than 200 direct terminal stores in China's second tier cities.

The main brand of comfort, COZY STEPS's shoemaking design and technology always focus on comfort, such as the high quality natural leather material used in the material, and the technology is claimed to be the industry leading integrated shoe making technology, which can realize the full mechanized intelligent production.

In the matter of fit, COZY STEPS is undoubtedly at the forefront of shoe brands.

3, ECCO: fame needs to be "younger".

ECCO, founded in 1963, is located in Denmark. It is located in a pair of comfortable, durable and classic casual shoes. This is also the general connotation of Nordic brand.

When ECCO entered China in 1997, its classic durable characteristics quickly seized the crowd over the age of 40, emphasizing the "comfort + face" market strategy, and thus gained a place.

At present, ECCO has gained enough brand awareness in China, and the total number of stores is 1000. Almost all those who have a knowledge of shoes brand can easily recall or talk about Ecco's Chinese brand "ECCO" when they buy shoes.

But in the face of increasingly mature and constantly younger Chinese consumers, the ECCO brand has become a bit old-fashioned.

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4, Clarks: a slightly conservative brand name.

Clarks, founded in 1825, is now known as the world's largest non sport shoes brand. Its popularity in China is roughly the same as that of ECCO, with a small number of stores, about 800.

Clarks is not a high-end brand in the UK, but it has the same luxury as ECCO in China.

Clarks1992, a Chinese brand name, has entered the Chinese market. It is the first shoe brand popularized in China.

However, similar to ECCO, shoes that are fashionable in the UK are somewhat old-fashioned in China. Business, administration, foundation, fashion and outdoor are all orthodox.

Moreover, the price of Clarks and ECCO in China is much higher than that in foreign countries, and its brand has gained an unreasonable market premium. In the increasingly mature Chinese market, it is a test to get sustained support in the later stage.

Cognitive loss, Nike gives shoes and clothing brand competition a warning.

Although China's fashion casual shoes market is flooded with these foreign brands, they do not form an absolute market advantage among themselves, and fierce competition continues.

In contrast to the sports shoe market, the declining trend of big brother Nike in recent years may give them the right way to compete.

Recently, Nike's rare low discounts sparked public opinion about brand problems and stood at the top of the storm.

Before that, the core financial data released by Nike in the first quarter of fiscal year 2018 in September were also not optimistic. Quarterly net profit dropped by 24% compared with the same period last year.

The 1400 person layoff plan, 25% of the sports shoes style ceased production, business restructuring and urban contraction caused Nike's "internal and external difficulties", and the stock rating was even downgraded from "overweight" to "neutral".

On the contrary, Nike's biggest competitor, Adidas, has done its best.

Net profit in fiscal 2016 surged 60.5% to 1 billion 17 million euros compared to the same period last year, setting a new historical record.

The reason why the former leisure sports giants are facing the declining competition is the loss of brand awareness.

In the era of enterprise competition explosion, product explosion and information explosion, consumers are faced with so many shoe manufacturers, products and contents, who can occupy a place in the limited mental capacity of consumers, who can gain competitive advantage.

Consumer mentality has become the main battleground for footwear competition.

The success or failure of Nike lies in this.

In the competition with Lining before and after 2008, relying on the NBA of young people and the upsurge of World Cup and catching up with the upgrading of consumption, Nike has become a high-end pronoun to some extent, monopolizing the consumer's cognition of high-end sports and leisure brands.

After 2010, Nike and Lining "ripped the front", the price dropped sharply, and the market share increased rapidly with the high end + low price.

However, in this process, Nike also gradually lost the "high-end" cognition of consumers, and gradually reduced to "mass goods".

At present, Nike, apart from the advantages of deposited channels, does not have a unique consumer cognition in the minds of consumers. It is only a well-known brand.

As an international sports brand, Nike's brand image positioning in the global and even Chinese market is not precise enough, lacking vitality and three-dimensional sense.

Now, Andemar, who meets the needs of personalization and recessive needs, has gradually penetrated into consumer groups such as fitness, which has gained the consumer mentality of ethnic groups, and seriously threatened and nibbled Nike's market.

Taking Nike as an example, Clarks's brand cognition construction has been successful. It has molded a mass consumer brand in the UK into a high-end fashion and leisure industry in China, occupying the consumer's "high-end English" mentality and gaining a good market effect.

But like ECCO, the biggest problem at present is that the brand cognition is inconsistent in the Chinese market. For example, ECCO is younger in the aspect of star LOOK (clothing matching), but on the other hand, its product style is the face worn by people over the age of 40.

If we want to catch up with the expanding young market, but we have no good product follow-up, and the high price fixing will damage the brand image.

While UGG focuses on the category of "snow boots", it is obviously difficult to occupy a unique consumer mentality in a certain category. "Snow boots" are not specific, and are easy to be invaded.

For example, when winter came and snow boots Market broke out, COZY STEPS launched the "V" series of snow boots with UGG.

The COZY STEPS, which creates the concept of "creating comfortable technology", relies on the concept of "simplicity, comfort, freedom and technology" to form word-of-mouth in the consumer groups. Occupying consumers' minds about "comfort" can be regarded as a reverse interpretation of the Nike crisis.

The foundation of "standing shoes" is not stable. Nike is a "negative textbook".

Brand recognition is the primary issue of shoe competition. After solving this problem, how to make a pair of shoes becomes the key content of competition.

Apart from the loss of brand awareness and the loss of the unique consumer mentality of consumers, another important reason for Nike's decline is that it has not been able to truly achieve a competitive "good shoe" from the market perspective compared with other brands.

There are three elements to make a pair of "good shoes": material, design and technology. Nike is faced with all kinds of deliberate or unintentional problems.

In those days, an important reason for the rise of Nike's brands was that they were more genuine, more solid and more material than Nike's shoes, which were cheap, poor, and can be worn. The 315 air cushion event this year undoubtedly pushed Nike into the forefront of the storm.

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In fact, when searching on the Internet, many complaints about Nike's quality can be found: "Nike's shoes are worn for more than 3 months, and their shoes are not broken, but they are not opened."

In the context of comprehensive and cheap, Nike has been far from consumptive consumption cognition.

In terms of design, the production of products of different levels and styles and upgrading of products can meet the changing needs of sports enthusiasts. Competitors Adidas not only has a series of sports performance Performance, but also sports traditional series Originals and sports fashion series Neo are also popular. Nike's brand classification is still maintained in the traditional five sports series, and the old brand positioning may no longer be applicable to the present society.

In technology, the sequela of large-scale foundry is the "bad workmanship" that has been criticized for many years. Problems such as glue overflow emerge in an endless stream. Some consumers even reflect that the high-end AJ series has the problem of "uneven vehicle lines, asymmetrical foot and shoe vamp, obvious difference between feet and feet, and rough seam between bottom and vamp", which makes people sob.

At present, UGG, COZY STEPS, ECCO and Clarks are very "willing" to use materials. For example, UGG uses Australian Merino class a lamb skin, ECCO has its own leather factory, and COZY's parent company, gamome group, is also working with CHANEL, PRADA, STEPS and long term stable leather materials. The leather materials used are all superior imported leather.

In the design, these brands are different and have their own advantages.

UGG belongs to the typical American style. COZY STEPS belongs to the typical Nordic style. ECCO belongs to the Danish style. Clarks belongs to the British style. ECCO's plane shoes, Clarks's three shoe shoes have all successfully created the explosive money, COZY STEPS has launched the V series snow boots, has won the good market feedback, and the UGG has tried to revive the classic series by the star effect.

In the process, ECCO and COZY STEPS adopt the same shoemaking process, and directly combine the outsole and the shoe upper to form the whole body.

They also own their R & D centers, leather factories and shoe factories, from product development to leather processing to finished product production, and strictly manage all production processes and links. This quality assurance is comparable to that of the foundries.

All in all, the current status of these foreign brands is similar to that of early Nike. In the process of market invasion and mutual competition, we can keep the "shoes standing" in order to avoid repeating the mistakes of Nike in the future.

Last but not least, domestic brands, like the non shoe market, are mostly cheap pronouns in consumer cognition. Chinese designers are considered by the international community to only copy the trend and launch all kinds of cheap styles.

It is very difficult for international famous brands such as Nike to turn around after the cognitive collapse. It is even more difficult for the domestic brands to be labeled with plagiarism and low price labels, and they have a long way to go in consumer cognition, shoe making materials, design and technology.

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