Depth Analysis Of China'S Shoe Market Dilemma

"The shoes" were originally called.

It is said to have originated in the United States.

It is said by the industry that an American who came from a skating family was invented to enjoy the pleasure of skating at any time and anywhere.

Xiao Zhang, a planning department of children's shoes business, said, "then gradually formed a crowd of sneakers, which has become a popular trend."

The reporter observed the sneakers from Jinjiang: from the appearance, there is no difference between the walking shoes and the ordinary sports shoes, but the upturned shoe soles can hide a small pulley in the heel of the sole.

"These shoes can be worn on foot and can be taxied at any time.

When you want to slide, bring up your toes.

Wearing skating shoes is easier to control the body's weight than skating and skateboarding.

Because it's easy to learn, it doesn't need to be carried like skateboards, so it's easy to get popular.

Insiders say.

Reporters learned that the shoe can be roughly divided into two categories: automatic and manual.

There is a button on the heel of the shoe, which can play a role in closing and collecting the pulley, and the wheel can be popped out by striking the heel button with the other foot.

Manual money can be removed when the pulley is not used and manually installed when used.

"Manual money is more orthodox, wheels can be replaced, and the price is generally more expensive."

The industry said that the shoe was once popular, and it became popular among older children and young people. The movie stars appeared in the stage and film and TV dramas with their walking shoes, which promoted the trend to spread from big cities to small towns.

At the beginning of this year, some businessmen in Quanzhou were able to see shoes.

The reporter watched a video of the teaching of the sneak shoes provided by the factory. There are various kinds of games, such as sliding, rotating in situ, backward sliding, jumping and jumping.

It is reported that a lot of people upload performances and teaching videos to the Internet, and people search for "shoes and videos" on Baidu website, and find about 309000 related results.

dilemma

Mr. Lin, director of a brand manufacturer, said: "in fact, the invention of runaway shoes is also a matter of nearly 10 years. The inventor's patent is offshore, and is still under protection.

Before the patent expires, the big brand companies generally do not want to mix.

"As for the emerging field of shoes, there is no relevant standard.

This makes the industry regulatory difficulties, market behavior is difficult to regulate, some brand enterprises have a wait-and-see attitude, dare not invest, afraid that if it involves safety issues and be criticized, it will damage the original brand image.

Mr. Cai, general manager of a sports enterprise in Jinjiang, said.

Mr. Cai's company is a sports protective equipment manufacturer with a history of more than 10 years. In recent years, it has extended the chain of sports protective equipment and involved in the production of the shoe.

He said that some manufacturers strictly use GB/T as a whole.

15107-2005 "

"The national standard, while the wheel applies the national standard of" roller skates "promulgated in 2005.

"Strictly speaking," roller skates "and" travel shoes "standards are not applicable to runaway shoes, and production enterprises only have a certain constraint on the quality of products.

Now most of the enterprises involved in the production of shoes are difficult to integrate standards, and some even plagiarize each other, did not really enter the stage of standardized development.

Mr. Cai said.

Reporters from Mr. Cai produced by the company's shoes on the go to see that its own provisions on the above 70 kg or more people cautiously use this shoe.

When it comes to where this standard comes from, Mr. Cai also admits that it is also a reference to other overseas enterprises, and even more enterprises do not even have such standards and reminders.

"The difficulty of production is not big, just increase the shoe sole a few centimeters, then place pulley, the technical threshold is too low, and there is no uniform standard standard. In the absence of large-scale brand enterprises, the prospect of walking shoes is unsustainable."

Analysis of the industry.

awkward

Quality is difficult to regulate, price is more chaotic.

"At present, most of the domestic sales are mostly imitation products of foreign products. Some products can be said to be imitation goods, imitation of the creativity of the shoes, production styles and materials are very casual."

Insiders said Mr. Lin.

"The market potential of the shoe market is still huge, but there is a lack of relevant standards, and there is no basis for regulation. Some manufacturers use low price products to impact the market and bring the market of the shoe market into a" price war. "

Mr. Cai said.

In some of the shoes sales shop, the reporter found that the price of the walking shoes ranged from thirty or forty yuan to five hundred or six hundred yuan, most of the price of the shoe was 80 yuan to 200 yuan, and the price of the individual style was only 30 yuan, and the price was even lower than the average children's shoes.

The price is different, the quality difference is also very big.

Reporters experienced several pairs of automatic shoes, found that some shoes button on the heel is very astringent, closing the pulley is very sensitive, sometimes need to press with your hands.

Open the soles, the screws of the pulley are optional, and the wheels are not smooth.

Many of the shoes that can be seen on the Internet, products and product descriptions are incomplete.

"

As a sport shoe, the final price will not be too cheap if product safety is required for materials and production parts. "

Mr. Cai has been producing sports protectors for many years and has rich experience.

"For the wheels of the shoe, it is best to use elastic rubber, which is soft and cushioning.

Some manufacturers, in order to save costs, even introduce plastic wheels and iron wheels to sacrifice their quality for the advantage of price, and finally confuse the whole market.

Reporters found on the Internet search, the price difference between different walking shoes is very wide, the difference is 50 yuan a pair, and some marked "Heelys genuine" shoes, the price is from 1000 yuan to 1200 yuan level.

Result

The market becomes cold and cheerless.

"A lot of parents learned about children's shoes from the children and began buying them for children."

Insiders said, "parents generally require higher quality requirements for walking shoes.

They worry that the quality is not up to standard, which is likely to cause children's sports injuries.

"In fact, this is a kind of sports experience shoes, there will be a certain risk, but due to lack of product standards, deficiencies and other factors, so that no enterprise to vigorously promote the brand name of the shoe."

Insiders say that from the perspective of some health education experts, the experience of long slide for some shoes is not good for children. It is easy to cause leg muscle strain or foot soft tissue and bone discomfort.

Such publicity also killed some parents' enthusiasm for buying shoes.

Thus, despite the "street rage" lifestyle that many young people admire, the market awareness of the shoe is not friendly, and the lack of positive guidance has gradually cooled the attitude of consumers.

From the manufacturer's point of view, the current strategy of children's shoes enterprises is to tie up some of the shoes, and gradually reduce the amount of input according to the market's reflection, so as to prevent the negative impact on the brand, which further reduces the market.

Mr. Cai really experienced the bitter fruit of such a colder market.

"From last year to this year, the shoes were seriously unsalable, and the sales volume dropped by 80% compared with the same period last year."

He said.

Reflection

Where is the way out?

"As an international popular sport shoe, the safety of runaway shoes can be tested and can be done.

But poor quality products, fish and birds, it is very difficult to ensure the safety of consumers, there are more and more doubts about this, all these factors will make downhill shoes will go downhill.

According to the analysis of the industry, the experiential movement concept of the shoemaking is still very promising in the future. The key is to experience the painful period of the market. It is not possible to sell shoes casually as random as one year ago.

"We have cooperated with some of the original Sporting Club Hotel to help us promote the storm shoes."

Mr. Cai said that because he was also engaged in the production of sports protectors, he had contact with some pulley clubs and fitness clubs.

Through this channel, they are successful in the production of similar shoe manufacturers in Jinjiang.

Although the market's reaction is not good, Mr. Cai is not willing to give up this business. They have already entered some business super stores, and have attached their own propaganda and video to attract the attention of their parents.

In addition, it has tried to cooperate with some famous children's shoes in China to help them produce shoes and enrich their original products.

"Some people leave, leaving behind is the best, hope in the future, through the natural elimination of the market, eventually form a healthy production and sales."

Insiders expect this.