The Sword Of Leisure Shoes Industry

After more than 10 years of competition, casual shoes have developed from several brands into an industry. From the early stage to the next, many of the major forces go hand in hand.

Meanwhile, some brands are declining and some brands are growing stronger.

The reason is nothing more than the uniqueness of China's FromEMKT.com.cn market and the inevitable development of history.

Under these two backgrounds, the brand management strategies are becoming more or less clear or ambiguous between tracking and anti tracking.

Based on the analysis of the history of the leisure footwear industry, this paper raises some questions and analyses on the operation of some major brands, hoping to give some references to readers.

Leisure, which is a word with entertainment and richness, is a desire that people want to enjoy after realizing their basic material needs.

This kind of leisure includes physical feeling and spiritual pleasure, but the premise is that the basic life needs to be satisfied.

After entering the 90s, all kinds of entertainment places that emerged from the south coast to the inland of China and the West are the market opportunities created by some people to satisfy their leisure and entertainment after the realization of basic living security.

When it comes to dressing and eating, it is the emergence of all kinds of non-staple foods and the appearance of colorful shoes and clothing.

Leisure, as a relatively backward force in the tide, is full of morale and overwhelming confusion in the face of overwhelming ideas and consumers.

(1) the history of the casual footwear industry (1) the market buds induced by the economic jet lag. The late -80 to the mid 90s and now look back at the scenes of suits and ties around the end of 80s, which makes people laugh.

The image of Zhao Benshan is more classical than before.

The times have the characteristics of the times. In the 80s, the fashionable clothing in society has become a laughing stock. The truth behind the laughter is worth our deep reflection.

This is the opportunity of the times. We also call it "economic jet lag".

It is precisely because of such a time difference that many fashions that have been admired by many people and so desperate to pursue are now becoming unnecessary waste at the bottom of the container. It is precisely because of this time difference that the trend of coastal and inland trends is decreasing.

Many people earn their money in such a jet lag with a keen sense of smell.

Cantonese were the first to operate casual shoes. At that time there was no general name for casual shoes. Many people called it: foreign trade goods.

In a time when China's internationalization is not very high, any product that is famous for its foreign trade will be able to rise and sell rapidly.

It is also at this time that people in Wenzhou are selling their poor shoes with their carrying poles in the whole country. Finally, Wenzhou people pick their first pot of gold in their pioneering work, but they also carry a bad reputation.

Today, many department stores have also turned out Wenzhou shoes, but there are still many home made workshops in the production of such inferior shoes, and widely set up 38 yuan real leather shoes store in the country.

(two) the Renaissance market broke out in the mid 90s. In the late -90, after the success of the Fujia casual shoes test, the imitated people burst out the passion for casual shoes.

This, of course, is closely related to the background of China at that time. The flourishing trend of the third industry's individual economy has given the market more opportunities and reasons, and the concept of leisure has become a synonym for taste and status almost overnight.

From casual wear, casual shoes to Walkman and disco bars, people have released passionate fanaticism on various occasions. Kris Phillips's fire and fashion fashion of Hong Kong and Taiwan stars have made young people eager to imitate.

Leisure has become the banner of this period, like the Renaissance in the popular field. The major brands are all thinkers and artists. They all strive to paint their own thick colors in this era.

After the excitement of the first barrel of leisure gold in Guangdong Province, some of the people who started selling the watches began to produce casual shoes. We call it the Westernization Movement of the footwear industry in Fujian.

When a large number of private capital intervened in this industry, Fujian shoes began its strong brand road.

Among them are G and L.

G entered the market at a low price, while L appeared in high profile.

However, the operation of G was not smooth at the beginning. The ant city and King Charles of the same grade from Zhejiang quickly seized the advantage by means of channel advantages. Xiaomei and Shu Danni from Guangdong also looked up to women in the field of women's shoes.

L is different. 6 years ago, the wholesale price of single, double and 145 yuan really made everyone respect L. The slow construction of the channel did not hinder the market from looking at L. After obtaining the successful marketing of the first tier city shopping malls, L quickly seized two or three tier market casual shoes and even the high-end fronts of men's shoes with a strong leisure momentum.

We turn our attention to Zhejiang again: AOKANG, the star's almost perfect brand, is also increasing in jealousy and attention of the "OEM".

At the same time, Yi Er Kang and red dragonfly also began to reverse the vulgar image of Wenzhou shoes from this period.

(three) the industry climate of a hundred schools of thought contends that China, after the entry of WTO from the end of 90s to 2004, welcomed the situation of different industries.

As consumers become more and more critical, more and more brands can be choosed by consumers.

In cities, brands become the sanctuary and siege of department stores. Many people want to go in, go in and complain, but few people want to come out.

The scene of BELLE queuing to pick up numbers has been delighted by some dealers.

At the moment, the threshold of casual shoes market is no longer the same. Casual shoes bring their noble origins to the extreme.

Returning to the domestic market, guests are easily on the top. Camels, Qi Le, ECCO and so on also occupy seats in the high-end market of domestic casual shoes with excellent blood ties.

Women's shoes, Teenmix, irai, Saturday and Hasen also shine.

Let's look at L again. At the moment, L has been calling the slogan "China's first casual shoes" for several years.

Along with the fact that the Chinese people basically affirmed L, L was almost defeated by the whole army in the first tier cities.

Looking at the second tier market, L does not have the competitive style and high price to become a double obstacle to L growth. The way of product style changes year by year, which makes the market unable to understand the action of L.

So what about G?

Conscientious and leisure G has finally been recognized by the two or three tier market. "One step at a time, changing my own" advertisement tells people the way of G's journey, and the image spokesperson from Gallen Law to Jet Li also shows the brand performance of honourable and increasingly prosperous.

In the L part of the terminal to lower the image of leisure at the same time, G will be a considerable level of leisure image, in the introduction of franchise chain system and CI image, G's brand road is more magnanimous.

At this point, B, who entered the casual shoes market from the angle of women's casual shoes, won the applause.

But the mediocrity of the real product and the short rib of the channel control also almost chilled B's brand dream overnight.

At the same time, Zhejiang brand AOKANG, Yi Kang, red dragonfly and Kangnai have stepped into the leisure field, and are quickly in the terminal with the advantage of strong brand strength and mature channel.

While domestic brands are flourishing, foreign leisure brands pour into the Chinese market and monopolize the high-end areas of Chinese leisure.

At this time, behind the applause of the domestic casual shoes market, some brands are gradually fading out of people's sight.

Such as: the rhombic light of Shin group and the ant city, etc.

You die in the flash of a flash in the pan. One side of the leisure shoe industry has been burying more and more people on the other side.

(four) after more than 10 years of struggle for brand reengineering and separatist separatism, the leisure footwear industry is no longer covered by smoke, and brands are entering a stalemate of strategic stalemate.

Brand redevelopment and brand gilding have become the most important words in the brand strategy book of all leisure shoes in this period.

Fujian brand and entertainment industry boldly test the high-end casual shoes in the water, and successfully get a share. Guangdong's elegant lads also rely on the internationalization of brand image and quality into high-end leisure shoes queue.

The success of these three brands has broken the deadlock of high-grade leisure and non domestic, and injected a strong stimulant for the domestic casual shoes market.

At the moment, L is busy pforming business and leisure, and the brand has been diving again and again. Since then, L has stepped onto the brand's game market. G has been involved in sports and leisure, and Kung Fu culture has taken the confidence of "you are the strong" to conquer the market, and the leisure industry has been thriving. B has removed the brand's marginal barriers, extended the fashion shoes and men's shoes willfully; BELLE's national distribution BATA; the company's soaring morale in the Yangtze River Delta; the Guangdong brand has tried a lot to test the water leisure market; the Zhejiang brand collective extends the leisure area.

The industry of casual shoes has been growing from smoke to smoke.

At the moment, the brand competition of all kinds of casual shoes is still fierce. When the market has not yet made the sorting of these brands, brands have been struggling to compete in the channel. After the two shoes and three tigers have been accommodated in one area of the same area or shopping mall, some of the latecomers are looking forward.

As a result, the separation of forces has become a reality that has to be changed but has to be changed in the operation of the brand of casual shoes.

Two, summing up and thinking, in conclusion, China's casual shoes brand has experienced four stages of development, from market sprouting to industry explosion to a hundred schools of thought contending.

The reason is that the opportunities and challenges facing China's leisure development are different.

Through the casual footwear industry, we can easily find that these problems exist in different sectors of other industries in China.

Is there any experience worth learning from?

We summarize the following points: 1. brand management is marginal, and can not be arbitrarily extended to other categories and even industries.

2. the economic time difference is widespread, but the economic time difference does not necessarily accompany the economic benefits. It should be analyzed in combination with the specific circumstances.

3. brand value is rigid, that is, the market expects that the development of a brand is progressing, and the decline of brand value will never be tolerated, otherwise the market will kick it out without mercy.

4. the market basis determines the fate of the product. In turn, the product itself is also an integral part of building a market base, and the two complement each other.

5., if you want to make good casual shoes, first of all, let your enterprises and brands relax. Leisure is a kind of blood, not just a coat.

6. brand growth needs more than just the number of channels, there are many indispensable factors, including: perfect organizational structure, scientific supply chain system, perfect franchise chain system and supervision mechanism, mature brand operation and terminal operation mode, practical and feasible brand strategy and effective operation tactics and so on.

For casual shoes, from 2004 to 2010 is the best and worst era. After the sinking and sinking, the peace climate of the industry is bound to come.

No one wants to end the game, but not everyone can play it to the end. This is the rule of every industry.

While looking forward to the maturity of domestic casual footwear industry, we are also looking forward to carrying out discussions and cooperation with domestic leisure brands to create a sustainable national brand.