Development Status casual shoe market

 A brand from scratch, and then recognized and sought after by consumers, the accumulation takes time, but more energy, financial, management continued to invest and tireless efforts. However, casual shoes brand as the development of the domestic pre-low cost-effectiveness did not get huge pot of gold, put less of brand, brand casual shoes most of the formation of a This Most businesses still in the consumers like what kind of style, what kind of style to the production stage. When you see the first single-market companies continued constant follow-up of other small shoe immediately, and soon the market to a large number of It's hard for consumers to the brand concept, only to consumers and dress shoes do not stay the same concept, failed to serve the consumer guide and inspire the role. Second, the partial At present, almost casual shoes, brand positioning to target consumer groups over the three-year-old male population, some people think that the most spending power. This of course is not wrong, but it is not difficult to see that this class or biased in favor of high consumption, the pursuit of brand; either in the low, low requirements of styles, price sensitive, there may be a pair of shoes to wear two or three years situation. Therefore, the domestic brand family of the neglect of the young would be a great loss. Third, the advertising effort is not enough. Many casual shoe that less and less influence of advertising, some advertising for the brand to no avail. In actual fact, located in the second and third line of the brand more need to focus on the influence of advertising, because this class of affluent consumers,UGG shoes, not customers, to a rational view of the content of advertising communication. Casual shoe to do now is to push new creative, stand out, to convey the inherent concept of the brand, and guide consumers to the brand awareness. Fourth, the available resources of the Association is more monotonous. Brand casual shoes at present means of communication to Print Media, TV advertising less. One reason is the Association of resources rather monotonous, unlike the sporting goods brands have more matches available resources and professional channels. Although the rise in recent years a large number of entertainment programs, casual shoes for this as the Association of resources, but these programs in addition to draft pick is just a game, not good news reflects the concept of leisure; and the higher cost of these programs of cooperation on the current domestic heavier burden in terms of leisure shoe; with most of the shoe side, For these reasons, brand casual shoes made mostly in the But need to be reminded that a single brand, such as to the 'on the machine personality, there is no strong advantage of the network, brand loyalty is difficult to form, let alone assigned to more large cake. from the brand background, the current brand of casual shoes on the market divided into three categories, namely, international brands, domestic brand and brand extension. an international brand by customers purchasing power factors, is still in the cooperative competition trade, OEM-based, domestic sales for the second, and now the domestic market but also to get their attention, so a lot of casual shoes manufacturers in the domestic market also has good performance. extend the brand is from the traditional leather shoes and sports shoes apparel industry, and other famous brands of casual shoes separate products, with the market space is growing. He said that even in the sporting goods industry, now more industry trends, casual shoes market will keep rising. European importers to purchase the object oriented shoes, because Europe is more respect for local culture and leisure, economic development has reached a certain height, the demand for casual shoes great. Today, people put the concept of leisure and the pursuit of the brand. led the forefront of fashion casual wear. but also occupied most of the casual clothing market share in the market, take a look at the central station to the commercials. leisurewear achieved fabulous! the other hand, are mainly fitted to suit the brand is also quietly changing. as casual shoes and casual wear market is huge, no doubt! because it is an important part of leisure heavy in the future 3 to 5 years, as he will become the dominant and leisure services. (1) of the product in the current size of the market. The concept of leisure in our lives more and more important to show people the freedom to pursue life and the pursuit of nature, leisure markets, including, life, leisure, spiritual leisure, fashion, leisure. In recent years, the market suddenly enlarged leisure, and leisure industries are linked to birth out of a group of casual brand, which represented them clothing and shoes; seven St. ancient wolf Luo Ba Jin Lee Lang flag fight card seven card ... ... they loose the eagle as a brand concept and leisure pursuit. led the forefront of fashion casual wear. but also occupied most of the casual clothing market share in the market to see if the central station to the commercials. leisurewear achieved fabulous! the other hand, are mainly fitted to suit the brand is also quietly changing. as casual shoes and casual wear market is huge, no doubt! Because this is an important part of leisure weight in the next 3 to 5 years, and casual clothes as he will become dominant. the shoe industry! (2) comparative analysis of competitive brand casual shoes. Now all the large and small, casual shoes brand stern a lot of markets and the image is good; 『』 flag of St ancient Luo Hush Puppies RICHBOSS Camel Dances with Wolves, Luo Jin Bei Wang POLO ... ... and so on. But these shoes are not made casual wear brand in the clothing made status, although the image of unity, the unity of props, and the price uniform, but the management of these brands in the system there are some brand marketing, there is no control on the downstream good. that is, we often no longer a line, upper middle fragmented nature of the downstream a bit. So a bit passive sales in the sales. In casual shoes on the market is not yet the brand loyalty of consumers. nor is the consumer to purchase name brand. and class lines in the three types of markets and market performance is not good , unsatisfactory! This is the current market status of casual shoes. (3) casual shoes brand market share compared. casual shoe market into a substantial increase in sales year after year, major efforts are swallowed this shoe cheese . From the brand background, the current brand of casual shoes on the market is broadly divided into three categories: international brands, domestic brands and brand extensions. an international brand by customers purchasing power factors, is still in the cooperative competition eager to overall expansion, but the image of the product strength and power advantages of both, focusing on the wealthy to cultivate customer loyalty. occupation of the city's famous first-class shopping malls; domestic brand is the country's professional shoes manufacturer. they trade, OEM-based, domestic trade as the second, and now the domestic market to get their attention, so a lot of casual shoes manufacturers in the domestic market also has good performance; extension of the brand is from the traditional leather shoes and sports shoes and clothing industry and other branches of industry leading brands of casual shoes from products; their sharing of resources, the combination of favorite channels for brand extension, there are better brands have done very well, play 1 +1 expected to play the market. direction of development, with plenty of pop elements. As comfort is more obvious, which is the characteristics of casual shoes! (4) consumer groups, age, sex, occupation, education, income, family structure of the market Objectives. Enterprises to a certain stage, to support the continued development of enterprises is one of the most important factor in this business have their own core culture, culture is the values, culture is the brand. casual shoes of the consumer groups is basically 18-45 years old to students in white-collar office workers high income-based freelancer, strong consumer can benefit. the requirements of cultural identity of the brand are more serious, they love life, the courage to challenge a dynamic fashion leisure fashion adventurous pursuit of their life! ( 5) the comparative advantages and disadvantages of competing brands of products. leisure brands on the market today come from behind in the medium term are pioneers. in their respective channels of the building has its own network of mainly small manufacturers in the market with zero grant dominated by the wind! also, as O'Connell Red Dragonfly dress shoes and other production-based manufacturers have also joined the sales extension of casual shoes, but they will not reach the scale of product 3 / 1, more so if the brand to fuzzy, just the opposite. We have to look at examples of clothing, Shanshan, Younger started production suits shirts, casual clothes when the tide came, he changed into casual clothes also add, how did not like? personally think is not very successful ! real rising star Ba Jin Lee Lang.. Yuezhanyueyong! store that more and more the greater the more open! Instead, they play this right to the target market is not exactly random, scattered the brands of suits professional culture. So casual clothing on the market and other formal wear brand Shanshan Younger contention, but never done recreational leisure and professional brand. and vice versa. Now the situation of casual shoes, casual clothes on and then the scene is similar. professionalization is the brand culture and cohesion, the outbreak of of a straight line! majority of second and third line agent system is used in brand management, brand management agency that the agents, enterprises lack the capacity assessment of the agents at the same time, lack of effective management of agents, retailers and sales staff on the terminal The management is indifferent. This is the second and third tier brands eager to expand the market, not to hard to maintain, their brand development is the length of time! denim jeans, denim Xintang are ancient Luo flag of St Ann Levi lee 'ssagollagOnly Apple TEXWOOD St Marlboro Camel CAT hiking shoes casual shoes ancient holy ancient Luo Qi Luo Qi jeans casual shoes new era of cooperation most footwear manufacturers still in the easy money, getting goods primitive stage, in the new market environment Under the new partnership of companies will become more important, too much emphasis on immediate, ignoring the quality and efficiency of the market share for long-term plan, only the tactics, while ignoring the more important strategy. (6) and the competitive market area of the brand Comparative analysis of product positioning. the big brands on the market are basically in the form of shopping malls to display the image counter sales of domestic brands in the second and third line store shop, in the form of exclusive sales!. Basically, the market has just begun casual shoes. low-end products targeting high school there, the brand positioning and accurate, with the advantage of brand culture, compared to domestic brands of casual shoes, the price advantage of foreign brands; some small batch plant or to market zero-based, not product lines rich in retail prices this right chaos, disorder market operations, the big brands by operating regions in a second-tier cities, but no brand or a small casual shoes in three markets and three types of basic shopping malls or market competition, profit is not high, the price war was the homogenization of serious! (7) casual shoes brand advertising costs and comparative analysis of advertising performance. see now on the market situation, casual shoes in the form of advertising on the market is very dull, almost no media advertising, graphic Advertising is also a rare, soft advertising did not see. Internet advertising is not hot. In short flat casual shoes ad. casual shoes ad placement is low, the possible reason is that the market had just cooked casual shoes, plus OEM OEM The low profits, brand awareness is not high, the market did not understand professional and forward-looking, some professional shoes factory to now has not completed the original accumulation of Daikin, there is no ability to do some branding advertising funds input! and foreign brands to rely on soft advertising, and print advertising, market position has been identified, this is their usual way, Like shouting! extend the brand because it is extended, using the original master brand advertising resources industry, both in popularity and investment has played a good role! This is a small manufacturer of specialized shoes can not compare it! casual shoes who would dare to eat The first crab! (8) of the competition comparative analysis of brand promotion activities. casual shoes promotions weak, nothing more than shopping discount end of the quarter, the new goods market 8.5 fold, holiday discounts, opening to send balloons, etc., do not mind the Promotions! store promotion is monotonous, because there is no professional guidance and cooperation, promotional activities are as soon as the out, to no avail. stock merchandise goods is still being dumped on their own. or just parroting the promotions,Bailey UGG boots, the results is more and more goods on the shelf inventory, fewer new products, fewer and fewer customers, confidence is gone to have nothing! more for the brand, the more ground for more! This is a low-end retail and casual shoes business sales. (9) casual shoes Brand comparative analysis of pricing strategies. casual shoes market pricing, retail prices of foreign brands set high, about half of the 500-800, because the price will go higher shopping malls, or retail be profitable, there is the brand image and target audience considerations; domestic brands because the walk is a high price in the secondary cities, the price at between 200-500 for the middle class groups in the community; and small brands to go the wholesale route, prices more flexible, look at the product marketable condition, in short, golf is taking the wholesale price! 50-100 and more! (10) casual shoes brand sales channels of foreign brands generally use the agency system and operated stores, compared with great difficulty that control Because only high-end market and end the occupation target audience; domestic brands with stores and agency, is also a good channel control can also create their own image and sales of a wide range of pavement, easier access to more consumers, is quickly occupied one hundred twenty-three market approach; small manufacturers are the wholesale market system, this is somewhat confusing, but large shipments, no image is difficult to establish the brand position! Who will lead the casual shoe market of China's future? Zhejiang Wenzhou, dress shoes and Quanzhou, Fujian Province shoes casual shoes made in China two heavy head. Wenzhou O'Connell, Red Dragonfly, Cornell, spiders Wang, Italy Kang and so on, Quanzhou, MLS, and Lang dance, the name Lang, making music, Ho line, camels, giant bull, gold Mai and Wang have been familiar to many consumers, the brand. In the past few years, their dress and casual styles in different product and brand, market positioning in the domestic battlefield conquests. invisible hand of the market, in the guiding direction, while also making the dispute. In fact, the competition two years ago had already appeared. nineties of last century, people follow suit as a status symbol leather, suit wind, the wind swept the country leather shoes, leather, sales soared, so Wenzhou shoe enterprises earned pours. With economic development, the concept of people's lives changed for the concept of dressing change. Leisure wind kept heating up, then known as the Under such conditions, Fujian casual footwear brand in the product to create professional and timely aspects of a step before, the market has gradually become the main force of casual shoes. But there is no contemplation of Wenzhou varying plate, also made a positive response . Wenzhou several shoe brands are increasing; At the same time, some of the production of small and medium dress shoes to start the shoe is completely casual shoes. Thus, the two armies close combat seems inevitable, the original two years to see may Fujian enterprises: the first step we are more professional means more professional, better chance. Quanzhou, Fujian Province company relatively early, casual shoes casual shoes into the field, over the years from product development, brand plastic, leisure and other aspects of the grasp of trends occupy a standby. These have been highlighted in the market competition advantage. catalysis in the competition, the brand is also out of its own characteristics, very rapid development of outdoor recreation, such as wood Linsen's fresh and clean, simple and dignified camel, bull giant, uninhibited, and Lang dance (now Dance My World) avant-garde fashion, names such as Lang's romantic style. These brands have spared no effort to build a brand culture, a brand into a more profound meaning, and promote the brand promotion . a long time, these brands face a different product unique cultural connotation Bi cited the elimination of consumer eyeballs, brand awareness on the part of consumers has also been strengthened, so that these brands can hold their own in order to stabilize the position of sales. This Consumers will no doubt leave the accumulation of a more professional feel, Xiao consumer brand awareness and brand culture resonance, to ensure that the relative increase of the value-added products. Wenzhou some of the larger part of the brand's casual shoes just yet limited to business and leisure shoes, a product line extension of the main line of contact with the product more closely; part of the small and medium enterprises, while fully do casual shoes, but the market is positioned as a low-end. This is why most companies have not felt from Quanzhou, Wenzhou, leisure shoes too much pressure. On the whole, Wenzhou casual shoe does not form a strong competitive edge, but the development of the signs have not be ignored, and some companies have a separate brand to create new leisure shoes, such as O'Connell's a Sport Dragon brand, and also operates an international brand of casual shoes line million Li Weide, Qianzhe memory by the more economically developed coastal areas in the open situation, which has won seats in the high-end market. Red Dragonfly's shoes brand burning the. located in Women in the high-end market, after years of effort, has also been in the women occupy a certain amount of consumer groups. rising star, Baer Man, Denilson, custodial Lang, shotguns and other brands are focused on the casual shoe market. These different levels from into the casual shoe market, momentum is still strong. Wenzhou enterprises: Our first channel is also a broader initiative, Wenzhou shoe side of the lock in the establishment of monopoly of the channels, the relative go faster. nineties of last century, Austria Kang successfully established chain stores, the chain of the brand's exclusive network for rapid spread in the secondary and tertiary markets, Wenzhou shoe stores everywhere. the same period in Fujian shoes shoes city and put the sights on the part of the market. Today, the chain has become a monopoly system, Wenzhou, Quanzhou, a major shoe business sales channels, with the development of the market, the current monopoly model chain of rising operating costs, Empress Wu shop has a large area is not easy. It is part of the investigation fax line magazine shows that the carrier through the area of correspondents, the shoe store network,cheap UGG boots, Quanzhou casual shoes store less than 10%, the ratio market position relative to the same brand of shoes in Wenzhou been nearly as certain proprietary network, and Compared city's sports shoes, the less more. Although Wenzhou shoes has just started, but relatively broad distribution channels to its catch-up lung power, Wenzhou shoe can be a large number of Distribution according to the original network, accounting for more and more market share. in the channel is king today, the channel of the importance of the brand has long been perceived by the industry, terminal resources, competition is fierce. Although the rents of shops in many parts of surprisingly high, but still subject to all brands Fengqiang. So far, regardless of Quanzhou, Wenzhou shoe business or leisure shoe companies, are not fast layout of the ability of the consumer under the influence of the financial crisis, weak, increased the difficulty of development. In this case, Wenzhou shoe industry advantage of the brand if the terminal on the basis of timely transition, the prospects for the future can not be ignored. It is noteworthy that, the channel is to the brand, and means all. Wenzhou plate you want to share Annotation Du resort larger share of industry to enhance management and enhance the combat effectiveness of the terminal is a top priority. not good management, shop only more cumbersome. business model hard to compete with the competition between companies can also be specific to the terminal management of the competition. Currently the two fallow shoes piece also focused on positioning in the second and third line, almost all enterprises have adopted the agency system and the mode of joint venture companies. This model can quickly develop new markets, but the terminal management is always a short board, to enhance the brand has a limitation, it is difficult sales and value-added to obtain a win-win. agency to expand in the market show an advantage on, but in the course of business, manufacturers Boyi inevitable, execution is not in place. Moreover, the quality of agents, strength is not the same operation results are different, so both brands are regional brands, rather than a strong national brand in the long run, enhance the brand has some damage. like Belle, Daphne, Aokang this brand, operated stores in more than 60%, effectively ensuring the top-down execution, terminal management inversion, thus enhancing the brand quickly, how to improve the existing terminal management as the key to enhance competitiveness. high-end department store competition for resources is also a focus. department store of the brand, bringing not only sales, but also a status symbol. At present, Quanzhou casual shoes brand in department stores in the relatively high occupancy rates, but the Wenzhou brands are also doing the appropriate work, the two port card in this respect is not yet an overwhelming difference. seek to create win-win regional characteristics, logistics, information developed, so that the two shoes in the production company can not show a clear advantage , the two shows you have me, I have you on. the production of large cross-cutting, though can bring the complementary strengths, but also brought the product homogeneity. This is so much Enterprise headache, but chivalrous unable to resolve, in this case, competition will only hailed as the price of brand competition. Market competition is inevitable, but should not be blind. with core features of competition will open up a greater space. on the brand, its own characteristics and regional characteristics are equally important. from just before the point of view, the two leisure brands can not combine the two well, which is why international brands international brands take market advantage because . It is also based on this point, the two most clearly marked on the brand casual shoes source of origin for the United States, Italy, France and other European countries, these places do have a regional culture, and promote open, a look between a give people in a professional and authentic feeling, easily accepted by consumers.'s casual shoes for both enterprises, may try to create its own characteristics and regional characteristics of the two aspects together to create a truly their own brand, which for in terms of casual shoes, is not difficult. leisure itself is a kind of richness of life. leisure in contemporary life, often become a fashion symbol, covering all aspects of life, Hugh-year-old memory is not the pursuit of modern people or lack of life, quality of life indicators. The concept of casual shoes, content and functionality will be with this new vision and way of life are closely related. People with the shape of shoes, mouth brand and content to play their modification, to show their and gain an aesthetic pleasure to meet the spirit of the symbolic ornaments. casual shoes brand the personality,UGGs, the diverse nature come out, to comfort, fashion, health, personality characteristics fit in, will become the focus of attention and new favorites. Now the two already famous shoe manufacturing capital, R & D and production can make great efforts to produce high quality products, brand culture and a good combination of features to create a different brand and casual shoes source of origin in culture, in order to meet broad market demand, and seek win-win situation.