China'S Footwear Industry Lacks The Core Marketing Strategy Reform Without Delay.

< p > the development of shoes and clothing enterprises depends on the sales volume of products.

After several years of market expansion, China's shoe and clothing market is almost saturated. Especially after the entry of foreign enterprises such as Nike, Adidas and Puma into China, higher requirements for sales channels and terminal marketing of shoes and clothing enterprises have been put forward. The attraction of traditional shopping guide sales and simple low price promotion has greatly reduced the attractiveness of consumers, and terminal marketing needs to be changed.

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< p > the change of terminal marketing mode is closely related to the brand building of an enterprise.

The higher the awareness of the brand market, the easier it will be for the shoe companies to expand their channels and terminal marketing.

When the Adidas brand entered the Chinese market, it made a long-term strategic plan to seize the commanding height of the brand and expand to the two or three line market.

And domestic brands will have a comprehensive market strength through brand marketing promotion after gaining a firm foothold in the first two or three line market and occupying considerable market share.

For example, Lining's strength in the second tier cities, and Anta, Jordan, del Hui, hot wind and other Jinjiang shoe enterprises from Jinjiang, Shishi, Yiwu and other three line market force.

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In the market share, the marketing mode of Chinese shoe enterprises is quite different from that of foreign countries. China lacks the core marketing strategy for brand building. Many shoe brands expand their market capacity mainly through terminal channel construction and network sales construction. P

Such as Anta brand.

In a situation that can not compete with foreign brands, by digging deep at the county level market, reducing the sales focus, speeding up the opening speed of stores under the line, and guiding dealers and agents to suppress competitors from the scale and quantity of Anta stores, the women's sports shoes of the three line are one of the most popular shoes for female consumers.

The way of "provincial distribution agent + regional distributor" successfully helped Anta develop the national sales network. In just a few years, it quickly opened thousands of terminal stores and occupied the three line market.

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< p > not just Anta, bulls giant bull, gold lake and other brands have also joined the dealers to improve sales coverage nationwide.

The weakness of brand awareness makes it difficult for the two or three line brands to make market awareness.

It was not until the late 90s of last century that the brand awareness of Chinese shoe companies began to awaken.

In order to enhance the popularity of the brand, Lining, Anta, PEAK, Binxing and other domestic sports brands have made famous brands through the traditional marketing methods of advertising and celebrity endorsements.

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< p > into the 21 reality, China's < a href= "http://www.91se91.com/ > > shoes and clothing < /a > enterprises have reached an unprecedented momentum of development, especially the development of sports goods market.

With the rise of China's sports industry, athletes who have won championships in the Olympic Games and world championships have become household names.

Sports brands seize the "celebrity effect" characteristics, engage sports stars endorsement, and quickly enhance brand awareness and influence.

For example, Anta's cooperation with Chinese table tennis and the cooperation with Sydney Olympic champion Kong Linghui have greatly improved Anta's brand sales.

The improvement of brand is one of the key factors to increase sales, but the terminal reform of the channel is also crucial. Let customers have different brand experience, not only rely on brand promotion, terminal marketing mode also needs to keep pace with the times.

Especially with the rise of e-commerce, the electricity supplier channel has become a new sales channel, such as PEAK official mall has become PEAK's most important sales channel. Online shopping is becoming increasingly important in the minds of consumers. It also puts forward higher requirements for the brand marketing of shoes and clothing enterprises.

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P has also reported that the traditional agent + dealer mode has played a significant role in promoting the early expansion of the offline market. However, after a certain scale of brand stores, in the face of competition from other brands, it is necessary to consider which creative marketing methods to attract the attention of consumers, so that consumers can have a unique shopping experience through personalized design of products.

For example, in China's a href= "http://sjfzxm.com/news/index_f.asp" > men's shoes < /a > brand Daquan, leather shoes and sports shoes are the two major categories, but the homogenization of products is serious. In the sales process, if we can find out the target customer positioning and product mix strategy, we can make consumers have completely different brand experience.

For example, when consumers are online shopping < a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > leather shoes < /a >, product promotion strategy should help consumers to have a better understanding of products.

But in the actual marketing process, many agents or e-commerce platforms recombine their products according to their own judgment standards, making the original product strategy unable to be implemented on the ground, so that consumers can have a subjective view of the product.

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< p > the existence of homogenization of goods makes the terminal marketing more difficult.

But in another way, assume that the brand's goods are unique.

For example, although the style of Adidas shoes is not much different from that of most sports shoes, the popularity of famous brand has greatly improved, and the competitiveness of other women sports shoes.

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"P", while Daphne has diversified styles, covering various styles, all kinds of shoe upper materials, all kinds of shoes and boots with various colors and heights. It can meet different fashion needs and be supported by young female consumer groups.

On the brand of women's shoes, the proportion of Daphne's sales is gradually increasing. Daphne's strength in the footwear industry means that the company will develop towards multi brand and multi category, and create a high-quality user experience.

Especially in winter, women's boots are more popular among women who are attracted by beautiful women. They become an indispensable fashion element for women's dress and wear this winter. Daphne boots have become a new choice for many young women's fashion shopping. They are a fresh and active force for footwear business.

Daphne's constantly changing marketing methods have played an important role in boosting the development of brand.

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< p > experts believe that the traditional sales way is out of date. In the marketing mode change, do not interfere with a series of marketing strategies such as target customer strategy, product promotion strategy, brand promotion strategy and so on. At present, shoes and clothing enterprises should be the core to create a complete and mature terminal marketing system.

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