subject: Terminal Winning Sports Shoes From Star-to-end Marketing - China Car Key Programmer [print this page] Field of athletic shoes can be described as intense competition in recent years, in Jinjiang, this trend is particularly noticeable. After a fight before the rush, after several years of market, despite paying a heavy price, but also earned the footwear enterprises in Jinjiang leaders mature, making the industry competitive situation with new attractions.
Stars open up new markets after the
Now celebrity endorsements is not new in the industry already, on the contrary, open up new markets after the star problem has been placed in front of the people. In Jinjiang, for example, shoe brand ambassador signing in more than two years ago, with the employment contract star of the approaches, gains and losses in the inventory after marketing, the brand spokesperson for whether the issue of contract renewal or replacement of the decision-making become cautious. Market performance show, "Star Wars" a new round of competition is being replaced by the situation. In the past year the market into domestic shoe brands focused on the following points: One is to increase
accessories to add commodities as an extension strategy. In order to meet the domestic needs of dealers set up brand stores, for a rich store of consideration, several comprehensive stronger brand to OEM the way, in the short term launched its own clothing accessories. As it involves unfamiliar areas, clothing item has not been demonstrated prior to close, resulting in product style chaos, and the high degree of homogeneity between them.
Second is to implement the "A shop project" in the name of the store management. Set path transformation, unified decoration, unified management, in order to call dealer incentives standard terminal management, the brand plans to further build the basis of implementing the place.
Third, attach importance to promoting a single product of the conceptual. As the special step "Wind & Fire" Strong Sales of the model for shoes, sports shoes began to heavily used for domestic product development, pinning hopes on "a single product to win a market," "Blade," "Knight", "Hero" is the appearance in Last year, a group of fall and winter market concept.
4 is a full market competition in-depth segments. Following the mass production of canvas shoes in 2002 after the market's attention last year, mainly in the field of basketball shoes. If Anta's "bus" special step "blade", The Star's "Slam Dunk" and other basketball shoes, basketball shoes are known for a professional Jordan, Walter and other brands, have heavily cut into, making basketball shoes to become the focus of market competition.
In addition, competition for human resources and reserves become the trend, although employment in personnel screening and there are still some aspects of blindness, but professional managers in Jinjiang District is taking shape, for improved marketing and management, enhance brand competition edge must play an active role.
Footwear market, a new bright spot
Among the domestic footwear market competition, changes in emerging markets particularly striking, in which the sudden emergence of casual shoes is the highlight of the recent period.
Domestic market, casual shoes and sports shoes off at the same time, but due to capital limitations of scale and marketing environment, not become a general. Since 2000, in his music, love step, Hush Puppies and other international brands under the guidance of casual shoes, dress shoes only to distinguish the image has a place in the shoe store, and a burgeoning trend.
From brand background, currently on the market brand shoes divided into three categories: international brands, domestic brands and brand extension. Factor in the purchasing power of international brands by the customer constraints, is still in the cooperative competition, "the cake" stage, not in a hurry overall expansion, but the image of the product strength and power advantages of both, to focus on cultivating affluent customer loyalty. Domestic brand is the country's professional shoes manufacturer, such as days of kindness, making music, court music and other disabilities. Brand extension is from the traditional industries such as leather shoes and sports shoes brands branch out shoes products.
"Fashion" and "comfortable" shoes have been advertised in two major attractions. Casual shoes with elegant and traditional suture material to win, emphasizing fine craftsmanship and design creativity, the overall style of the classic and personalized to the noble direction, with plenty of pop elements. As comfort is even more evident, love step to "a pleasant walk" as the design concept, the "Who says humans can not Fly" advertising slogan of sensory experiences with comfortable won the audience agreed, quite a few brands Development of a soft rubber air cushion and the bottom of the shoes, and health and comfort have become favored customers an important factor in casual shoes.
Is different with sports shoes, leisure shoe market, regional market characteristics are very limited, the shoes, "blossom everywhere," the channel model obviously does not apply to casual shoes. Casual shoes now more active regional market, mainly in the super cities and secondary cities nationwide, in this type of market, competitive advantages of domestic leisure shoes reflected in the ratio of international brands cheap, compared to traditional shoes and comfortable than sport Dress shoes with more.
Shoes industry is faced with a temptation of the market opportunity: Casual fashion into modern mainstream consumption, while the industry because of the shaky foundation established international brand, and brand identity system is not yet complete, domestic brands have not formed the core competitive force, the customer for that category of "mental ladder" in disorder, there is urgent need to meet numerous requirements.
Beijing market to see footwear from the trend
Footwear brands in the Beijing market mall stores to shop in the terminal mode mainly occupied the same room for dozens of stores of goods, pricing, image similar to the brand, in competition with each other relationship. Thus, the first effort paid off, shop, brand sales for the stimulation of special significance. Had the survey, 83.6% were non-plan buying, 91.6% of people only do in-store purchase decision. From the Beijing market analysis, the footwear industry will become competitive to winning the terminal, and showed the following trends:
First, the image update rate to speed up space. Competition between brands and the need for the formation of the terminal, and fashion attributes of products, determine the mature brand image must be a dedicated space, aircraft production and unloading devices have different display, and a one-year replacement cycle constantly updated .
Second emphasizing complete product design. A full sense of the product to have three levels, namely, the core products, peripheral products and extension products, core products more competitive in the technical content of external mainly services, extension of some more of a feeling, an experience . These three aspects complement each other, only to form a complete product concept. Shoes for all to see the phenomenon of highly homogeneous, with or without full product, complete product design
