How to maintain the market advantage of casual shoes brand?

Although the domestic traditional sporting goods market has only a history of more than a decade, it has experienced explosive growth, especially in the 2008 Olympic Games. After the Olympics, the growth rate of the domestic traditional sporting goods industry slowed down. In comparison, casual shoes and rivers can be described as "surge under calm."

However, after the phenomenon of homogenization of different brands of products in traditional sporting goods, outdoor sports, children's wear, children's shoes and other industries, the potential of the domestic leisure shoe industry remains to be excavated. At the same time, product positioning, channels, and price parity are qualitative phenomena, and are increasingly prominent. Homogenization seems to be a lingering nightmare for the industry. How do domestic casual shoes keep the market advantage in the trend of homogenization, and catch up with the international casual shoes brand camp? Do they need to make new adjustments in pursuit of market share? This is a serious problem faced by many domestic casual shoe companies. Take this to listen to the voice of a few local representative casual shoes companies.

In the leisure age, the fast pace of life in the world and the desire for a casual lifestyle are being chased by people. People expect to enjoy happiness and relaxation from casual consumption and avoid passing by in a hurry. In this case, leisure is synonymous with Fashion.

In today's increasingly casual lifestyle, leisure will become a new fulcrum for the development of the footwear industry. From the current development trend of China's footwear industry, the market for casual shoes will grow. Focusing on local leisure shoes in Jinjiang, Shishi, and Hui'an, from scratch, from being to large, firmly grasping the "casual" feature, constantly making a fuss about product style, innovation in wearing experience, promoted this An industry continues to grow and develop. Golden Shoes, bull giants, camels, ceres, and lang are among the most familiar casual shoe brands.

In general, the current domestic casual leather shoes market is still in the "Spring and Autumn Period." Unlike foreign leisure shoes, which rely on professionalism and different market segments, the domestic casual leather shoe market is more market-oriented due to the upgrading of the Chinese people's consumption. Objectively speaking, even though local leisure shoes started at the same time as the traditional sports goods industry, due to differences in development direction, business philosophy, capital scale, and marketing environment, there is no large climate. Until recent years, local leisure shoes have emerged from the dress shoes industry and have gradually grown. Unlike traditional sporting goods or dress shoes, the key reason for the success of domestic casual shoes is still to be considered by local companies.

The local leisure shoe market shows a certain rate of growth each year. Not only the old casual shoe brand continues to expand its market share in the market, but it also attracts a large number of freshmen to join this camp. However, whether it is a veteran or a veteran of battle, it is imperative to actively promote brand management from the aspects of strategic positioning, brand promotion, R&D mechanism, terminal image, and store layout.

The long march of the local casual shoe brand “Brothers go up the mountain and walk each way” is quoted in a concrete way to describe the current situation in which domestic casual shoes are still in touch with stones—the whole is slowly moving forward.

In the oversupply environment of the market, compared with international brands such as Aibu and Shengjiabu, they have unified pricing strategies in different domestic markets. Domestic casual shoes are still in the stage of selling goods, and the ex-factory price is more than 200 yuan. The mall was sold for seven or eight hundred and was sharply approved as a "selling sale." The domestic casual shoe brand is facing the high pressure of rising prices and rising costs. It is necessary for companies to learn from the successful development model of international brands while looking for a brand development path that suits them. Work hard on the development of the brand and enhance product personalization. And additional value.

From the overall development history of the footwear industry, due to the short history of development of the local casual shoes brand, the brand's influence is not high enough. At present, enterprises can only concentrate on exploring the second and third line markets, and there is a big gap between price positioning and international brands. Although this allows domestic casual shoe brands to get the opportunity to grab the low end of the market, but because of the low threshold of manufacturing, a large number of casual shoe brands appear homogenization of products, channels homogenization, packaging is also almost homogenous situation. Consumers have no choice at the moment, and it is difficult to form loyalty to a certain brand. Coupled with the overall market atmosphere is not strong, sales of casual shoe brands are difficult to increase.

Huafu Meeting, the brand director of distinguished leisure leather shoes, visited a number of first- and second-tier shopping malls in Beijing. They were deeply impressed that the advantages of international brands such as detailed product details, stable quality, and after-sales service did bring great significance to local companies. For shoe companies, upgrading brand value is an immediate task.

Wah Fu said that the growth of a brand value must be well-positioned, planned, etc. The combination of suitable timing, suitable brand, and suitable combination of goods can make the product sell well, rather than simply keeping the product simple and low. The price is sold on the level. Individual brands of domestic casual shoes, due to the problem of group shipments, did not highlight the characteristics of the brand, and their status in the shopping malls was being squeezed. In addition, domestic leisure shoe companies have to grasp the overall situation, there is no clear brand of its own market foothold, there is no clear market segment, but also led to the lack of relative confidence in the local market from the product brand to the market. Taking a look at domestic leisure shoes, no brand can lead all China. Special people do special things. Therefore, we must do a market segment, focus on the core positioning, do not seek rapid expansion of the scale, but optimistic about the market's long-tailed demand.

Regarding the impression that the local casual shoe market has brought little concern to the outside world, Huang Qihuan, chairman of Jinchang shoes and apparel company, believes that the disparity between the brand and quality of the local casual shoe brand is an important aspect of the designer's unique perspective on the product. the reason.

Huang Qihuan said that in fact, according to the past development, the sales volume of the local casual footwear market has a relatively high growth every year. But why does it always give a sense of casual shoes to the outside world? Part of the reason is that the development history of casual shoes is relatively short, still in the development period, the brand maturity is not very high, and some miscellaneous brands seize the original market share of domestic casual shoes. In addition, local leisure shoes are mainly posted outside, and the increased amount is shown outside the home country. Overall, the annual sales of local casual shoes are on the rise. For the obstacles that local brands have to enter the domestic first- and second-tier shopping malls, there is a reason why brands and quality cannot be separated from each other. Although some brands have packaged themselves into international brands, they have failed to keep up with their quality. In terms of brand promotion and marketing, brand awareness is lacking, and brands and quality do not match.

Of course, for the issues of brands, products, services, etc., most local casual shoe companies have realized their seriousness, but the true root node has not yet grasped. Thinking about how to change and solve these problems requires a lot of effort: 1. The change of business decision makers' thinking. In fact, local leisure shoe companies are also aware of these differences, but can't do it. In particular, home-based companies are the mainstay of the family-owned business. The helm of the helm is critical. While realizing that the business is difficult to do, we must use the long-term development vision to pursue the deep reasons behind the difficult business and the long-term development direction and future of the brand. Market orientation. 2. In terms of brand operation, the current development of the footwear industry has shifted from an extensive model to a refined model. It will inevitably involve investment problems and require companies to strike a balance between short-term interests and long-term interests. 3. During the implementation process, there was a phenomenon of conflict with the old ideology. The brand's own operating team did not develop the awareness of loyal consumers in depth. Internationally renowned casual shoe brands can achieve almost the same sales performance of each store, thanks to consciously cultivate loyal consumers. Of course, fostering loyal consumers is a systemic problem. First of all, the product's style and style orientation must be based on consumers. The domestic brands' product differentiation and style in each region are not based on a comprehensive analysis of consumers and stores. Only a few changes are made each year. Second, the long- and short-term benefits must be balanced when opening a store. The threshold for domestic brands to set up to join is relatively low; followed by services, international brand services are implemented to every consumer, while domestic brands are not yet in place.

Boswell, a high-golf shoe company, is a casual shoe brand that occupies the mid-to-high end market. Although it is located in Jinjiang, it is unique in the local casual shoe brands. Lin Liwei, general manager of Goolik Shoes, analyzed that a successful model can be reused. Boswell has a one-stop advantage based on its own brand, production, and independent research and development. step. At present, it has reached strategic cooperation with many shopping malls in Shanghai, and has also cooperated with Beijing Contemporary, Cuiwei, Lufthansa, and Saite. At the same time, based on strong alliances, the cooperation with Taiwan's Asha shoes is in negotiation. At the same time that the advantages are brought to the company, Lin Yingwei is also aware that this is also a disadvantage of the company, because this chain structure requires a huge capital chain to do the foundation.

Relatively speaking, the domestic casual shoes brand has all the advantages of one set in one. For most domestic casual shoe companies, it is the key to seize the core of the brand.

Shishi, a casual shoe brand of Jiangsu agents, once struck a blunt idea about the fatal problem of local casual shoes on the product: The brand's products have certain advantages in the local area, but they are equated with such advantages in the country. It is not uncommon for local casual shoes to be hard-pressed, but the biggest risk to do so is to make the supply chain too long, coupled with slow development, and the pressure to ship after the season is over. Therefore, the local leisure shoes should stand on the overall perspective, take advantage of the adjoining Guangdong fashion frontier, draw more nutrition from product design and materials, and use it for my own purposes.

Casual shoes as accessories, used for clothing, not the dominant brand. With the concept of leisure gradually forming a big concept in the shoes and clothing, the positioning and development of local leisure shoes products should be based on the needs of consumers as the starting point, create unique products, and implant brand culture into products. The groups they face are mainly young and middle-aged and require more delicate wrists than other shoes. In terms of dissemination, it is more rational, and it must be positioned according to the target audience and its own brand. In the operation of the product, we must firmly grasp the leisure needs of this group of people and do “addition and subtraction” according to the positioning needs. Target consumers' lifestyles can be flexibly combined with product categories, innovative processes, etc., and the brand's own visual identification elements can be applied to the design of shoes. In the brand culture and specific products to meet their pursuit, in the design of each series of products, the heritage of casual shoes products, comfort and classic taste, pay attention to the absorption of fashion elements, making the product more comprehensive features more casual fashion.