Sports Shoes Market: Challenges And Opportunities Coexist

The pace of developing Hongyu textile market and extending the industrial chain in China's textile and garment industry has been accelerating in recent years.

It is reported that Hongyu textile and famous international brand CST sports leisure shoes products mainland agents have basically taken place. At present, Hongyu textile is preparing for the production line of sports leisure shoes.

Challenges and opportunities coexist with the NIKE, ADIDAS, REEBOK and many other international sports shoes brands entering the Chinese market, training a large number of sports shoes loyal consumers, become the most popular fashion products for young people, and set off a new wave in the young consumer groups.

According to a recent survey, 34.4% of the 15-30 year old youngsters have bought more than one pair of sneakers.

At the same time, with the popularity of beach sports, skateboards, fitness dances and other fashionable sports, sports shoes and casual shoes with emphasis on shock absorbing and breathable jogging shoes, ankle protective aerobic shoes, double sided wearable tennis shoes, strong and wearable outdoor multifunctional shoes, soft and light indoor multifunctional shoes are increasingly favored by young people, especially office workers.

But on the other hand, the fierce competition in sports and casual shoes market can be described as "tragic".

China has always been a big producer and consumer of footwear commodities. The vast market space has attracted a large number of new and old enterprises to gather in the besieged city. It is understood that only more than 3000 Jinjiang sports shoes enterprises are known as "China Shoes Capital" in Fujian.

In order to enhance brand awareness, most sports shoes enterprises adopt the marketing method of brand spokesperson.

According to the CCTV sports channel advertising monitoring data, in 2003, an average of 20 domestic sports shoes appeared on the channel every day, ranging from 1 to 7 per day.

For a time, the smiling faces of all kinds of stars flooded all the channels of communication, and the sports shoes market launched a vigorous "star making" campaign.

Finding the accurate location of Hongyu textile quickly perceives the new starting point of the market, and also sees the cruelty of market competition.

Hongyu knows that it is a textile and garment enterprise that starts with functional sports fabrics. It has similarities with sports shoes, but there are also differences.

Facing the new market opportunities, quicken the pace of the brand extension of the industrial chain is to give up or challenge, which becomes a question before Hongyu people.

The Hongyu people who have the courage and strategy will certainly not miss this opportunity. After doing a lot of in-depth research and analysis of the consumer market, "finding the right positioning" is the most profound experience of Hongyu people.

"Accurate positioning" is not a simple marketing slogan. Hongyu people found in the survey that although most sports shoes are available in the market, most sports shoes focus on practical functions, but do not attach importance to appearance design and lack of fashion elements.

This will form a very detailed but highly potential market. Based on this understanding, Hongyu has found the best partner, CST.

CST is the designer brand of HONG KONG CONQUEST FASHION CO., LTD company. It adheres to the design concept of "outside the style and inside the style", and grasps the design style of "rhythmic beauty, artistic charm and simple and smooth", and creates a new pattern of "fashion life fashion" in the world, leading the international fashion trend of casual wear.

At present, CST has an image franchise store in 20 countries and regions around the world.

In 2007, the CST brand first landed in the Chinese mainland market, and began its trend journey in the Chinese fashion life stage. CST took advantage of differentiation advantage to accurately enter the market.

CST is different from the general sports brand. It will target the crowd in the "Urban Pioneer elite group". They are passionate, dare to accept challenges and constantly surpass themselves, not only require themselves to be outstanding in the professional field, but also like creating ideas and leading the fashion in their life.

CST, which emphasizes the perfect unity of external image and internal temperament, brings strong infection and tension to their external performance, and guarantees them to become the leading role of "leading artists" anytime and anywhere.

The "Urban Pioneer elite group" represents a new field of clothing industry, representing a vane that emphasizes individuality, positioning and fashion.

For the 18-45 year old urban youth who are the main purchasing force of clothing consumption, the CST with significant differentiation advantage can better satisfy their consumption needs through their clothing language.

At present, the production line of sports shoes has entered the final critical stage. This product line is also the first production line of Hongyu sports shoes, which is of great significance to the whole company.

The production line will expand the original industrial chain of Hongyu to the shoemaking industry, and the cooperation with CST will also fully develop in real sense.

In order to ensure the rapid occupation of the market, Hongyu will expand rapidly through the mixed channel mode of joint operation, and strive to complete the horizontal layout of the sports leisure shoes series in the domestic two or three line market through 2 to 3 years, and achieve the in-depth development of the first tier cities and large cities, and complete the overall layout of the enterprises.