Shishi'S Leisure Shoes Industry Is Becoming Better And Better.

In the near future, it is a new success.

With the rise of leisure shoes in Fujian producing areas (mainly concentrated in Quanzhou), more and more enterprises have begun to create a brand.

For the practice of signing the endorser, the industry believes that there is a big connection with brand promotion, but the pull to market sales is very limited, and with the large amount of funds needed for endorsement fees and supporting activities, this trend should not be able to lift big waves.

Brand building

It is understood that J.WON hired the Taiwan F.I.R. Fei Le group as the spokesperson of the image. It lies in the interdisciplinary communication, namely the common concept of music and the design concept of J.WON.

The chairman of Jin Chang Huang, chairman of the international trade association, believes that with the penetrating and communicative music of the flying children's orchestra as the medium, it can pmit the fashionable attitude of J.WON mix and match, dare to innovate and dare to challenge the brand design concept, "let out the dream of youth and the passion of burning", which will play a great help role in separating the market area through high-end shoes.

Through various marketing campaigns, the brand innovation war of "the leader of the sideline shoes" has been launched. Huang Qihuan has positioned him as "a famous leisure industry brand at home and abroad", and has a more comprehensive plan for the brand strategy.

"As PAT's own brand, J.WON takes outdoor sideline shoes as its base and develops products with functional comfort and durability.

At present, two main product lines have been extended: fashion leisure and fashion city leisure, expanding the application of products, which can be worn in casual, outdoor, and even informal business occasions.

Huang Qihuan told reporters that J.WON's consumer groups are quite extensive. From corporate executives to ordinary white-collar workers, from civil servants to artists, they can find shoes suitable for PAT's brand. "This has gone beyond the simple shoes and clothing interface, so that shoes and clothing can lead customers to express their attitude towards fashion, and do their best to their attitude towards life."

Relative to the spokesman of King Wang, almost the same time, the rich birds set up marketing companies in Xiamen. They also announced to the public the brand of leather shoes with the largest market share in Fujian, and began to work towards the direction of brand operation. Before that, the dynamic group led by Jin Mai Wang Wei landed in the Hong Kong stock exchange.

"It should be said that the next five years will be the brand building period of various brands, and the direct market competition should not be white hot. But the shaping of brand image will decide who can do something in five years."

Power of endorsement

In fact, in Shishi casual footwear industry, Jin Wang was not the first brand to ask for spokesmen. As early as 2007, the honorable footwear industry invited Jet Li to endorse it, but it did not renew it after the expiration of 2007.

Although the fashion trend is closely followed, the difference between casual shoes and sports shoes is quite obvious. This has also become an important factor for the casual shoes of celebrity endorsements.

Hua Fu said that "rational regression is the biggest reason". On the one hand, the rational return of investment in enterprises, casual shoes, slow sports shoes, and the impact of sports shoes on the big turn of celebrity endorsements, has been followed by an impulse. But practice has proved that this kind of investment recovery is very difficult. Casual leather shoes are not easy to consume, but also pay more attention to grades and design. The role of spokesmen is limited. On the other hand, consumers are rational regression. Casual shoes, especially casual leather shoes, are the most important consumer groups. The age of consumers is still large. Sales director of distinguished footwear industry

From this point of view, the choice of investment spokesperson is still difficult to achieve in the leisure footwear industry.

Low profit margins are also one of the constraints.

On the whole, the profits of footwear are far less than that of clothing, while sports brands are basically walking on two legs of shoes and clothing. Casual shoes are more like "accessories". The production enterprises do not have much room for clothing. "To let the spokesperson play a role, ground activities are essential. The cost of endorsement and matching costs is more rational than that of ten, such as the 2 million yuan endorsement fee, which many enterprises bear, but with 20 million activities and promotion, many enterprises can not do it."

According to Hua Fu, it is under the influence of these factors that many manufacturers of leisure shoes will focus on the maintenance of the distributor channel, not the brand promotion.