Shoe Enterprises Implement Differentiated Marketing &Nbsp; Open Up New Outdoor Blue Sea.

At present, orange mountaineering, rock climbing, cross-country and other outdoor sports are moving from "fashion" to "everyday". With the continuous development of social economy, outdoor sports have gradually become popular among the people. The development of outdoor sports has also promoted the development of the outdoor industry, making many traditional footwear industry enter the outdoor industry, and eventually separate it from the traditional sports industry to form an independent industry. This is a new blue ocean for the shoemaking industry.

It is understood that with the increasing number of holidays in China and the popularity of private cars, urban residents under strong pressure of living and working are increasingly keen to "go out of their homes". The sales volume of outdoor sportswear and equipment in China was only 100 million yuan 7 years ago, and by 2007, the figure had reached 2 billion 600 million yuan, according to figures from an outdoor Asia Exhibition. This data fully shows that the potential of China's outdoor leisure market has also brought great confidence to China's outdoor industry.

Well, Shoe enterprises How to seize the opportunity to "roam" in the "new blue ocean"? According to industry experts, the competition in traditional sports products is fierce, homogenization is very serious, the market is very mature, and the entry threshold is very high. Success is unlikely. Many enterprises aim at the emerging outdoor products market. Differentiation is always an important breakthrough for enterprises. The author also summarizes three points for industry reference.

Brand operation needs more capital.

It is reported that many enterprises now adopt diversified operation and enter the outdoor market. Now Jinjiang's outdoor market is the popular market route, and the popular route has a large investment in the early stage. For example, the promotion of brand and channel construction will at least cost millions to tens of millions of dollars a year. You can't play casually without any financial strength, especially when prices are soaring this year.

It is understood that a shoe enterprise in Jinjiang launched an outdoor brand last year. The initial investment was successful. The channel was rolled out in 20 provinces and cities in the country, but this year, due to the lack of funds, the development of goods could not be followed up. Agent No goods can be sold, and enterprises are in trouble.

There are also companies introducing foreign brands to try to take the high-end route and enter Beijing, Shanghai and other cities. However, due to the high threshold of shopping malls in big cities, the company's offices in Shanghai only cost millions of public relations for shopping malls.

In the traditional mode, the operation of the brand demands great funds, so it is prudent for enterprises to enter new industries or expand diversification.

Product brand should not be ignored

Products are a commonplace topic. As we all know, products are the prerequisite for the development of enterprises, and the enterprises that are fighting for outdoor industries should pay more attention to product quality. In the early stage of entering the market, the market is started with great investment. Besides brand promotion, channel construction, product development is a part that can not be neglected. No matter how the marketing mode is changed, product strength is the most basic part of marketing. Some enterprises themselves are very low in capacity. They are totally dependent on finding OEM for enterprises. R & D is backward, and they are randomly assembled.

Enterprises with OEM as the main mode are required to make deposits because of their immature brands. This is a great financial pressure for enterprises. In addition, because enterprises are always weak in product R & D planning, the products are "very outdoors", and consumers will not be able to operate after arriving at the market. This is a common problem from many small and medium enterprises.

Shoe companies need market segmentation

"Most of the fish in the pond are eating water grass, and some of the fish are eating moss. Once the fish are too much, most of the water and grass will be eaten up. Most of the fish will either die or eat moss. A very figurative metaphor. According to industry experts, as the outdoor sports market continues to heat up, more and more sporting goods brands and shoemaking enterprises are involved in outdoor products. industry Break through in competition.

However, when shoe companies are taking the outdoor route, they should segment the market, and divide the roads according to the actual market conditions. "A few years ago, a children's shoe brand launched a" runaway "shoes (both sports and roller skating children's shoes), to go this narrow road. But the consumer group of this shoe is too small, and the concept of product promotion is not good enough. Consumers are not impressed with the "runaway" shoes.

Therefore, a responsible enterprise will not easily get involved in the field that is not good at it. We should first make our business bigger and stronger. For the prevailing outdoor wind, shoe manufacturers must be cautious and do not blindly follow suit. They can be transformed under the conditions of "heaven, time, place, place and person".