In 2012, The Three Trends Of China'S Footwear Industry?

brand

In the continuous cycle of opening stores and shops, they are struggling to find out; no brand shoe companies have chosen foundry or boss to run.

In this era, the strength of the brand has been so clear and clear.

When the dust settled in 2011, when the central economic work conference identified the trend of China's "steady progress" in 2012, what will China's shoe brand go in 2012?

Footwear industry brand observer Tan Ru asserted: in 2012, it must be the year of the surging brand of footwear industry. In the melodies of price increases, mergers and acquisitions and integration, the footwear industry brand will follow the trend and develop into the following three trends:

Trend 1: achieve the strategic layout of "point to surface + vertical integration".

Generally speaking, the brand of China's footwear industry is a regional shoe brand, which is located in its own base. In order to achieve the great dream of brand expansion, the market must break through the regional restrictions and extend to the whole country.

Therefore, in 2012, the shoe industry brand of China must implement the shoe industry strategy of "point by point, vertical integration", and has completed the strategic layout of the national market.

China is the largest shoe producing country in the world and the largest consumer country of footwear. In the face of the temptation of the huge market of 1 billion 300 million people, China's shoe industry brand must be carefully cultivated, and the specific problems should be analyzed in detail, so as to grasp the strategic trend of the market.

First, take the point to take the lead.

Because of the serious homogenization, lack of characteristics and low price competition among Chinese footwear brands, the shoe industry has been following the trend without having enough time to rebuild brand value.

If the shoe industry wants to stand out in many brands, it must have its own flagship product, the main brand, and the brand that distinguishes itself from others, so as to drive the development of other brands under the shoes enterprises.

At the same time, we must set up a base market, stand on our feet, and radiate from the point to the surface. If there is no base area, everything is going through the clouds.

Only through the breakthrough of the central market can we realize the expansion of the peripheral market and finally achieve the layout in the whole country.

It can be said that in 2012, the development of the surrounding market is the biggest driving force for the growth of two or three line shoes brand sales.

Two, vertical integration.

In the competition strategy, Potter said: "vertical integration refers to the integration of technically different production, distribution or other economic processes within an enterprise.

It means that enterprises decide to use internal or administrative pactions instead of market pactions to achieve their economic objectives.

The purpose of vertical integration is generally to control certain resources and ensure supply or market.

In 2011, price increases, recruitment difficulties, electricity shortage, and capital chain suddenly tightened.

China's shoe enterprises have narrowed their living space.

Only more than 200 lead-acid battery enterprises in Zhejiang province were shut down because of pollution, and 74 enterprises' backward production capacity must be eliminated.

There are many stories of "running on the road", jumping off buildings and closing down. The reason is that they invest too much in real estate or engage in huge private usury, blindly diversify and abandon the main business.

If shoe industry brand wants to break through from the low end of the industrial chain, it must be vertically integrated and work hard in the upstream and downstream scientific control, brand building, R & D design, pformation and upgrading, so that it can get "the right to speak" in the fierce market competition.

Trend two: set up a bright brand banner.

We have all seen the outlaws of the marsh, and the Liangshan parked described in the outlaws of the marsh before Song Jiang took the helm, the signboard was "gathering hall", but it was just a "Shansi" and a Shanzhai of the bandits.

After Song Jiang's handwriting, he set up the banner of "making the best of the world" and brightly lit the program of action and the goal of Liangshan. It shows that the heroes of Liangshan are the representatives of the will of heaven to enforce justice and enforce morality. That is why Liangshan's business is vigorous.

It is the common spiritual pursuit, value orientation and basic belief of the world's heroes that the world's heroes are gathered up and the heroes of the world have gathered to Liangshan to realize their social values.

Tan Ru, a footwear brand observer, believes that China's footwear industry can be inspired from the water margin, and a bright flag must be set up in brand building.

What is the soul of a brand? How to make consumers see a shoe brand will go for it? This is precisely the key issue that shoe industry need to consider in 2012.

After the "price reduction campaign", "advertising campaign", "packaging war" and "promotional war", the marketing of shoe brands can only occupy the brand commanding heights only by haunting the brand soul and building the cultural connotation of the brand.

Anta, "never stop!", CONVERSE, "is it just playing?", BELLE, "hundred changes, so beautiful", "Yin Xin bird" - the bright brand banner of "new fashion and new woman" has given us many inspirations.

Tan Ru, a footwear brand observer, believes that there are two key points for shoe companies to establish brand flags in 2012: the core value of shoe brands and the dissemination of core values.

1. the refinement of core values is the excavation of cultural appeals.

2. dissemination of core values.

After refining the core value, shoemaking enterprises will disseminated it through appropriate channels and channels.

How can the value of brand shoes of two or three line shoes be reflected? First of all, we should define the brand core value proposition of the shoe brand, and lead the development trend of all brands under the unified core value proposition.

The second is to require the core strategic brand to play the role of "wolf" in its exclusive field, and to lead other members to cooperate and grow together.

Finally, the operation of sub brands and sub items is avoided, so as to avoid scattered resources and fighting against each other.

Trend three: dislocation competition + slimming competition.

In the era of intense high cost, the Chinese shoe industry will never have a positive confrontation with the strong brands in the same narrow competition area.

2011, the phenomenon of Chinese shoe brands' follow suit is still spreading. You copied me and I imitated you, resulting in serious homogenization of shoes.

Plagiarism has become a habit. It has been copied into the art of stealing and stealing. It has been regarded as a "silly hat" to invest a lot of money and energy to develop innovative shoes. The patent products that are hard to develop have been unscrupulously grabbed by some unearned enterprises, and then they have been "grafting" on their products for profiteering. Therefore, some shoe companies are too lazy to invest in funds for scientific research.

While frantically catching up with the trend and intoxicated, the lack of independent thinking of Chinese shoe brands is losing their personalised faces. When all shoe brands share a set of thinking patterns, we can only get into a crowded and narrow shoe culture or market, bumping against each other, squeezing each other, and then slowly shrinking and collapsing.

On the one hand, it is difficult for followers to change their attendants' status. On the other hand, all of us are jumping up and down, and thousands of troops are crossing a single log bridge. As a result, the width of the market has not been widened, and the shoe brands are hard to carry forward.

Then we can see another brilliant sky through dislocation competition.

In 2011, a large number of shoe enterprises were breeding large number of sub brands, and their sub brands did not develop as quickly as they imagined, but they got "tasty symptoms" and gradually erode the powerful resources of the main brand, which made the shoe brand a hot potato.

On the surface, some shoe brands have strong lineup. In fact, all aspects of action are hamper. They are as clumsy as gorillas and can hardly turn around in a changing market.

Therefore, the "thin body" competition has become an effective strategy for the shoe industry to break through in 2012.

In 2012, Chinese shoe enterprises should abandon the operation of multi brands and concentrate their efforts on broadening the channels for enterprises to go public. At the same time, they should carefully carve and concentrate on the market, strengthen joint efforts with distributors to carry out product inventory reduction so as to achieve "zero inventory" of products, and, in addition, "throw away the fat and light up the battle array", in the face of the new market pattern, they should implement the "thin body" competitive strategy focusing on expertise.

The tide of the world is vast, and what follows is the reverse.

Footwear brand observer Tan Ru predicted: in 2012, Chinese brands are heading for the above three trends. We can only go to the future of China's footwear industry only if we conform to the trend and develop smoothly.