China’s Shoes Market Too “relaxed” Time May Not Be Turning Into
HC shoe net July 30 hearing when the life of leisure is increasingly becoming the mainstream consciousness, and leisure lives, Casual shoes How can free trade outside the mainstream of life? However, the reality is. While the casual shoe market space is constantly increasing, but the overall feel tepid. Not yet integrated into the mainstream. After years of development, most of the enterprises in the domestic leisure shoes stage small and medium enterprises. Weak competitiveness. Influence of small, relatively low-end products. Go extreme caution in the development of the road. Slow pace of development is not terrible. Important is the right direction, there are leisure concept, so as to gradually effect a group, or even to lead a country way of life.
Shoes market status For many domestic enterprises, the annual Sell Amounted to a few prisoners were to be the norm. But in this age described themselves as casual, leather shoes sold there are always ring true of man, with annual sales could reach two million few. However, the extremely strong leisure market and allows the Shoe See most perplexing, is also a main concept of leisure, why casual shoes go so slow on the road?
Market is not “leisure”
While sales of casual shoes in the market increased year by year, the leisure shoes in their efforts to snatch his cake, but overall speaking, casual shoe market is still in “the cake” without the formation of the hot atmosphere of the whole.
In China, a number of international leisure shoes, brand by customers purchasing power. Element constraints, is still in the collaborative competition “Block cake” stage, the image of strength and power products mainly focus on cultivating customer loyalty affluent, stationed in the city’s famous line shopping, and not a full expansion. Secondly, the current level of consumption in China, the limited number of well-off people, is situated at the lower level of consumption only one general consumers covet a reputation in the international brand and technology, on the one hand they feel “empty pockets.” Therefore, not for mass consumption groups, the international shoes brands, it is difficult to mobilize the Chinese market of leisure atmosphere.
Domestic leisure brand as the development of a short history, the brand impact is not high enough, at present can only concentrate on developing the second and third tier markets, price positioning and international brands have a larger gap. Although this was a brand for the domestic leisure market to seize business opportunities in low-end, but because of the low threshold of the manufacturing sector, a large number of casual footwear brand there product homogeneity, channels, homogenization, packaging almost homogeneous situation. Consumer moment no choice, it is difficult to establish a brand loyalty, and the overall market environment is not strong, resulting in sales of the brand is difficult to upgrade.
Brand too “relaxed” A brand from scratch, to be recognized and sought after consumers, take time accumulation, but also need the energy, financial resources, management commitment and tireless efforts continued. However, because the development of the domestic brand shoes with low pre-effective, has not been huge pot of gold, the brand’s launch less, most of the casual shoe brand formed a “laid-back” state. This “relaxed” specific performance in the following aspects:
First, the lack of “idea” of the guide.
Most businesses is still in the style of what consumers like, what kind of style on the production stage. When you see the first company to market a single continuously added, other small shoe flew up, not long after the market on a large number of “same faces” products. It’s hard for consumers to the brand concept, only the left and to the consumer Dress shoes Different concept, not the consumers play a guiding, stimulating.
Second, the partial “aging” market segment.
Present, the domestic leisure shoes brand positioning is almost the target consumer groups over the three-year-old male population, some people think that the most spending power. This is of course nothing wrong, but it is not difficult to see that this class or biased in favor of high consumption, the pursuit of brand; or in the low, low demands on the style, price sensitive, there may be a pair of shoes to wear in 2023 situation. Therefore, the domestic brand owners to ignore the young, would be a great loss.
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