Big Loss, Close Shop, Bankruptcy! The Reason Why The Big Brands Of Domestic Shoes Fall Down One After Another Are Very Thoughtful.

After experiencing speculation, speculation and speculation, a new "fried" - fried shoe has appeared before, and has been called the Bible of the riches of young people.

Now, making shoes is so profitable!!!

They have had a hard time recently. How frying the market is, and how cold the domestic shoe market is.

Now, the famous brands of domestic shoes, which are familiar with people, are being asked by people, stock backlogs, layoffs and layoffs, and some of them are gradually disappearing from the market. What are the causes of this duality of ice and fire?

One after another, the domestic shoe brands disappear.

Daphne: in the streets and alleys of big cities, it has been attacking people's vision and becoming a generation of "shoe king".

But now Daphne is gradually disappearing from the streets. Now Daphne has closed more than 3000 stores under the line, and there is a tendency to go farther and farther on the road.

Dear bird: it was the first stock of sports shoes and clothing listed on A shares. The spokesperson for this brand was the queen of heaven in the red Chinese world, such as Andy Lau, Cecilia Cheung and so on. Moreover, in 2007, it also sponsored "Happy Boys", making its brand popularity unknown. The status quo is almost unknown, and is also facing a large-scale closure of the embarrassing situation of the store.

Another giant in sports shoes industry is 361 degrees. This once known Anta, Lining, XTEP is also known as the four largest domestic sports shoes in Jinjiang. Of course, now we can see it in many shopping malls, and even in the first tier cities, we can see their trend of increasing storefront.

But in fact, it is not a good day, even after a variety of attempts and reforms, not only did it not bring the expected revenue, but it made its performance show a steady decline.

What is the reason?

"The market environment is not good", I believe that such an interpretation will appear in the earnings report of major shoe companies. But the market says it really doesn't want to carry this pot. This year is indeed the downside of the economy, but the new record of the "double 10" once again illustrates the huge volume and potential of the domestic consumer market.

Now, "centipede essence" is more and more, and the number of male centipede essence also broke out.

Where is the problem?

First, there is a lack of sensitivity to market changes. Take Daphne, its market positioning in recent years has become more and more awkward. First of all, from its style of shoe design, it has been unable to determine what kind of crowd it is targeting. That is, it does not accord with the aesthetic taste of young students, and it can not meet the requirements of the workers for clothing, and the price is obviously high and the quality is not satisfactory. Its decline is not an unexpected consequence.

Second, did not make good use of the electricity supplier. For example, 361 degrees, has been closely following the footsteps of the times. These years, their running shoes have won many awards internationally. However, good products have not been properly publicizing, nor have they given enough attention to marketing. In terms of e-commerce sales, the 361 degree regards the online business platform as the export of tail cargo handling digestion, which makes the new generation of news users who are used to online shopping lose a lot. Although the 361 degree executives have repeatedly stressed that their e-commerce sales strategy is not wrong, but the reality tells them that consumers do not buy it.

Third, plus leverage is too fierce. As the saying goes, a good hand dies from a lever, such as a good bird. Actually, it is a very forward-looking company. Their products have been focused on sports brand. They not only have well-known brand spokesmen, but also have cooperation with national sports teams. Maybe it is too much of the sports industry. The birds decide to build an industrial group of "all-round sports". Thus, a series of capital operations began to take part in various fields of the sports industry, such as joining the tiger network, joining the Spanish football brokerage companies, and even involved in the electric industry, the lottery industry and the insurance industry.

The result of investing everywhere is that it has dragged down its main business, especially when it has not yet fully secured its feet in the sports apparel market. In the end, this year, the stake in the company fell and assets were frozen. Here, we can not help but sigh with emotion. Sometimes, professional matters still need professional people to do, investment is risky, everyone needs to be cautious.

There are also disadvantages.

There are also many brands that are turning around in China's shoe brands.

For example, Anta. By means of capital operation, Anta continued to acquire foreign brands such as Felix, and so on, making its performance and profits rising. Fei Lok helped Anta open the international market, and made up for the gap of Anta in the high-end sports apparel market in China. It directly won a large number of young users, and made the brand effect and profits greatly improved. The famous international outdoor brand, such as the original bird, further expanded the product category of Anta, and helped Anta create a more complete sports dress product structure.

Lining is making efforts in product positioning and design. After 3 consecutive years of losses, he chose to take the rescue route in the international market. Hire high-end designers to create new models carefully, be widely recognized by the international sports and fashion industry, and turn the horse head again, and re attack the domestic market with new products.

Now, how can a domestic shoe brand rush out of its own sky?

Small fortune has an idea: return to users, understand users, meet users.

In the face of such a large population base in China, the first thing is to understand the needs of different user groups, and then accurately serve them.

Now more and more domestic brands are aware of this. For these brands, small fortune believes them: the future can be expected.