China'S Leisure Shoes Market Needs To Be Excavated

Leisure culture is extended, such as bars, cafes, teahouses, etc., such as famous brand clothing shops, jewelry shops, shoe shops, beauty shops such as cosmetics shops, hair shops, health care, etc., such as gardens, home furnishings, villas, sports, such as fitness, swimming, dance, etc., such as car, tourism, shopping and so on, these symbols of modern fashion and leisure carrier, all the time burst out the charm and highlights of leisure, the leisure carrier here for example, clothing and wine, coffee, tea......

In fact, there is a popular culture that permeates and collides with each other. It adds a few grades and unrestrained free and easy activities to your business activities. You can see that the fashion magazines in the shop are also indispensable to the style of clothing. Leisure is pformed into this kind of different culture and constantly renovated. No matter you look up to the eye-catching outdoor communication between the urban cement buildings, or look at the "Zhou Lang" handsome boy and "Xiao Qiao" MM who come and go between them, and then overlook the beauty of the flowing footsteps on the pedestrian road, leisure is fighting for people's eyeballs, while the leisure clothing allows you to have a "enough" addiction in modern life.

Take your shoes for example. It's all the same. Fashion and popularity are also coming out. Walking, walking, and leisure on the new life attitude are being followed by modern people. As a busy city, a pair of casual shoes with materials and buttons will let you walk into a relaxed and comfortable world. It releases the informal style beyond the formal dress system, and makes you free, natural and self with different feelings.

In fashion related industry magazines, popular and fashionable casual dress culture has been rendered and described by many wonderful words and records, and recorded all kinds of popular information brought about by this era of vigorous leisure.

Buckle culture, last trend, material characteristics, etc., in the downtown bustling business district pedestrian street, famous street, personality street to count the number of people, the analysis of competitors' customers' popularity, shopping guide service, etc., in the market summary found: urban female white-collar workers are also leisure, girls are no longer static as virgins, and young women, also want to frequented the beautiful shoes that have been lingering for a long time, also do not diminished the young charm of the years away, they release another kind of pride and charm in leisure, this has to uncover a successful man behind the woman culture, showing these women more emotional, easy to integrate personality characteristics. I remember a time when I worked on a famous chain store for women's shoes, I once worked with a colleague to study women's shoes in the market.

Men's clothing business casual, such as sports series, casual wear series, gentlemen's business series, function series, outdoor series and so on, all provide convenience for men's travel, gathering, business, sports and so on, especially in recent years, the modern men's sub-health state, "three high" approaching young people, and dressing and leisure can not only break away from the usual overkill and seriousness, but also establish another healthy way of life.

More clothing enterprises to each season men's clothing has taken a pleasant name, showing the diversity of modern men's character and life needs.

Such as men's shoes monopoly, that is full of visual temptation in the shoe store, the leisure shoes on the clothes cabinet have accounted for a considerable proportion, the proportion of sales accounted for more than 30%, or even more.

In recent years, the apparel industry, which is in an excess of supply and demand, also has some selling points to support some smiling faces of businessmen. Leisure is starting to move to many corners of the city.

At present, the leisure clothing brands in the market can be roughly divided into three categories: first, the international brand: the casual brand shoes from abroad are shown as follows: the main shopping centers in China's cities and counties with high consumption power are using the background and reputation of their international brands to display the fashion and charm of the products in the cabinet and hall with a popular foundation.

Such international brands seize the loyalty and mental resources of the rich class, and realize the high rate of return on investment.

Two, the domestic high-end men's casual shoes: positioning the high-end leisure brand, is a product of the current product homogenization under the background of a product development and brand breakout blue ocean outlet.

The main producing areas of casual wear are Quanzhou, Fujian, Guangdong and Dongguan.

The Kanglong casual shoes of Wenzhou AOKANG group, the hot women's casual shoes of the red dragonfly, the jump fish leisure shoes of the Wenzhou jump fish industry, the wooden shoes shoes of Fujian, etc., have all jumped off the form of the store which is mainly made up of shoes formerly, and used the specialized shops with leisure and decoration culture to display the location of a single leisure brand specially, and achieved good market effect, and become the outstanding representative of the brand of middle and high grade casual shoes.

Three, due to the high cost of developing women's shoes and the rapid change of fashion trend, the casual brand of women's shoes is a unique subdivision force in the market, and the market potential is very large.

Middle and high grade women's shoes have always been the short board of product development and production of Wenzhou shoe enterprises. Casual shoes of Wenzhou's shoes brand stores supplement the sales volume of the shoes by the way of off-site purchase, which only stay at the level of product marketing rather than brand marketing.

In addition, the manufacturers that produce the positive shoes extend their products to the field of casual shoes, and achieve the sales purpose of "department store hundred guests" by way of the operation of the franchised stores.

Such as AOKANG, red dragonfly, Yi Kang, spider king and other traditional shoes brand is like this operation, but such leisure selling point is still not very prominent, in a complementary position.

The small shoe manufacturer producing positive shoes mainly extends to the field of casual shoes in the form of subcontracting, with a very limited scale.

Because of the low threshold of the domestic market of the leather industry, low technology content and easy imitation of craft research and development, the marketing mode of casual shoes has introduced the usual marketing methods of shoes, such as insane spokesmen, etc. it is very easy for the casual shoes brand to be involved in the homogenization competition, resulting in vicious competition, low profit and tired price war.

Therefore, whether the leisure brand can become the power to lead the future, the effective marketing management of the terminal will become the key factor, and the integrated communication around casual shoes, such as public relations, listing promotion, brand creativity, leisure culture shaping, image planning, advertising, etc., must be successfully carried out on the successful terminal management platform.

Terminal site interception effect is more direct and rapid than advertising effect, and it is also the most effective way to increase market share. The quality of terminal network will become a symbol of the current brand recognition of consumers. If there is no network, the platform of brand output is in the state of nothingness, and consumers can not comprehend the charm of terminal shelf casual shoes, nor will it be able to establish brand promotion and influence.

The realization of sales volume is beyond the "net". The bright end of the retail terminal will result in the hard sell of the products, which is the most direct and modern shortcut to consumers.

The positioning and image of the terminal are consistent with the positioning of leisure brands and products. The decoration design accords with the brand positioning and should emphasize the style of the leisure brand, so as to separate the traditional display of the traditional shoes.

In terminal marketing management, it is mainly embodied in "channel harmony" and "terminal decision". In the period of brand introduction, by the strength of regional agents, the number of network terminals can be rapidly increased; through marketing, decision making, selection and construction, factories can make progress in the market, so that some operators who have already made money can not get rid of the current situation and can not improve the market's bitter sea. At the same time, they can set up direct intermediate members as regional sales centers at the right time, develop franchisees or self operated terminals, select the most qualified franchisees, and optimize the operation quality of channels.

According to the competitive location and the sales target of the enterprise, the terminal network must learn to plan, and how to achieve the desired effect of "self (self agency)" ("self agency") interaction, "horizontal interaction", vertical harmony, "internal and external integration", "mutual borrowing" and "up and down radiation".

Network development and rectification, from single to double, double rise, shop floor also from one level to multi-storey, in the first tier cities - Global Brand Network - such as provincial, prefecture level, 100 strong counties, shops are changing two, two to three, or even more, seeking more quality, changing and strong, in the terminal management process, strive to manage inventory, control cash flow, brand strategy, coordination, and distributors to achieve a win-win situation, so that the terminal outlets to spread out healthily, so as to form a market scale, and these work should be carried out through effective "expansion, increase, change, customs" shop principle.

In addition to the above, the leisure products should be sold to the market through the end of the battle, and the sales promotion of the brand and products on the terminal occasions can also be achieved.

Maslow needs five levels to tell us that demand is divided into five categories: physiological needs, security needs, social needs, respect for needs and self actualization needs, from a lower level to a higher level.

The promotional activities of shoe stores should also be promoted according to the needs of customers. For example, Kanglong, a well-known leisure brand, has worked with Sina and Tencent to promote sales, which is a typical case of innovation.

Similar promotional activities, such as emotional promotion, health promotion, functional promotion, etc., will also play a good promotional role in establishing customer reputation.

There are also promotional gifts, though they are the old ways of promoting sales, but the novelty of gifts is also very important. Gifts should also be fashionable, personalized, and new to break the old fashions of footwear promotional gifts: socks, shoe polish and insoles. In many promotional cases, some of the gifts are quite interesting, and sometimes gifts need to be hyped or publicised to achieve the effect of customers love the house and the black.

At present, the sales channels of casual wear market are mainly located in the coastal areas of Guangdong, Fujian, Zhejiang and the developed counties and cities in the mainland, where casual wear is good selling. This shows that the prospect of the casual wear market still needs to be excavated. Although the leisure wind has been swept into the central provinces and the mainland, a new consumption concept has to be constantly collided with the consumption culture. With the follow-up of business services, leisure is becoming a new consumption hot spot for people. More people learn to relax and have a leisure addiction.

In short, "health, sports, leisure and green" will become the mainstream elements of harmony between man and nature, and between people and society. In China's domestic market, although the primary market of casual shoes is occupied by the international casual shoes brand, there is still much room for the mid-range market. The market for casual shoes is very broad and is in a state of disorderly competition.