Brand Analysis Of China's Casual Shoes Market

Leisure in China shoes After nearly 30 years of development, the market has made remarkable achievements, no matter in the field of sales, market, brand and so on. However, in-depth analysis, there are still such problems that need us to ponder.

　　 (1) comparative analysis of competition brands for casual shoes

Now there are many brands of casual shoes, many of them are large and small, and the market and image are better. The camels, the Hush Puppies, the RICH BOSS and the wolf dance the shells of the Luo Jin Wang POLO. Wait. But none of these casual shoes brands get casual wear. clothing Although the status has been unified, the props have been unified and the prices have been unified, some brands in the system management have not been well controlled. That is, we often say that there is no longer a line. So a little passive sales. In the market of casual shoes, no loyal brand consumers have yet been formed. Nor is it a brand name purchase. Moreover, there is no good performance in the three market and line market. This is the current market situation of casual shoes.

　　 (2) comparative analysis of market share of leisure shoes brands

The sales volume of casual shoes has been increasing year by year, and the major shoe factories are working hard to devour this cheese. From the perspective of brand background, there are three types of casual shoes in the market: international brand Domestic brands and extended brands. The international brand is restricted by the purchasing power factor of customers, and is still in the stage of "cake making" in collaborative competition. It is not anxious to expand completely, but it focuses on both the product strength and the image strength advantage, and focuses on cultivating the loyalty of the affluent class. A famous shopping center that occupies first-class cities in China; domestic brands refer to domestic professional casual shoe manufacturers. They are mainly trade, OEM, and domestic trade. Now the domestic market is also valued by them, so a lot of casual shoes manufacturers have good performance in the domestic market; the extension brand is a series of casual shoes that are branched out from the famous brands of traditional leather shoes and sports shoes industry, etc. they share resources, channel brands and the extension of the beloved brand. There are a number of brands that perform well, and 1+1>2, of course, many brands do not have the desired market. "Fashion" and "comfort" have always been the two selling points of casual shoes. Casual leather shoes are made of raw materials and traditional stitches, emphasizing fine handwork and design creativity. The overall style is developed to the classic and personalized direction. There are plenty of popular elements. As for comfort, the performance is more obvious, which is the characteristics of casual shoes.

　　 (3) comparative analysis of the advantages and disadvantages of competing brand products

Now the leisure brands in the market are the medium-term forerunners who come from behind. In their respective channel construction, they have their own network. Some small manufacturers mainly rely on zero batches in the market and go with the wind. Besides, manufacturers such as AOKANG red dragonfly and so on are also joining the sales casual shoes extension, but they will not reach the product 3/1. If so, the brand will be vague and counterproductive. Let's take a look at the examples of clothing. Shan Shan, YOUNGOR began to produce suit shirts. When the tide of casual wear came, he also changed into adding casual clothes. How did he feel about himself? More and more storefronts, the bigger the stores, the bigger the bigger the market. On the contrary, the 708 target market is not accurate enough to disperse the brand's professional culture. Therefore, in the casual wear market, the brand of YOUNGOR, such as Shanshan, and so on, will never compete with the leisure brand that specializes in leisure culture. Conversely. Now casual shoes are similar to those of casual clothes. Specialization is the cohesive force of brand culture, and its explosive is straight line. Most of the two or three line brands adopt agency system operation, that is, agent brand management. Enterprises lack the ability to assess agents, meanwhile, they lack effective management of agents, and are indifferent to the management of terminal retailers and business people. This is the problem that the two or three line brand is eager to expand the market. The lack of careful maintenance is the extension of their brand development. In the new era, the way of cooperation of most footwear manufacturers still stays at the primitive stage of simple money taking. In the new market environment, it is more important to discuss the new cooperative relationship between manufacturers and businesses. They emphasize too much on the immediate interests, ignore the long-term plan for the quality and efficiency of market share, and only ignore the more important strategy.

In fact, doing the right thing is far more important than doing the right thing.

　　 (4) comparative analysis of market and product positioning of competitive brands

The big brands in the market basically display the image sale in the form of shopping mall counters, and the domestic two or three line brand is sold in the store store, in the form of monopoly. Basically, the market for casual shoes has just begun. The location of products is high and low-end, and the positioning of large brands is accurate and has the advantages of brand and culture. Compared with foreign brands, domestic brand casual shoes have price advantages; some small and medium-sized factories are mainly market zero batches, product lines are not abundant, retail prices are also 708 chaotic, and the market is also disorderly operation. The large brands operate in a second tier city, while no brand or casual shoes are basically sold in the three tier market and three kinds of shopping malls or markets. The competition is fierce, the profit is not high, the price war is obvious, the price war is obvious, and the homogenization is serious.

　　 (5) comparative analysis of advertising cost and advertising performance of casual shoes

Look at the current market situation, casual shoes in the market are very monotonous advertising forms, almost no media advertising, print ads are rarely seen, soft ads have not seen. Internet advertising is not hot. In short, casual shoes are insipid. Sexual and forward-looking knowledge, some professional casual shoes factory has not yet completed the accumulation of the original big gold, and has not been able to invest in advertising funds of brand promotion. Foreign brands rely on soft advertising and print ads, have identified the market position, this is their usual way, "moistening things silently"! Unlike domestic industry advertising, a waste of ammunition, just like a nouveau riche, clamor! Extension brand, because it is an extension, using the advertising resources of the original main brand industry, has played a very good role in popularity and investment. This is a small professional casual shoe manufacturer can not compare! Who dare to eat the first crab? Casual shoe advertising advertising rate is low, the possible reason is that casual shoes market just ripe, plus OEM OEM profit is low, brand awareness is not high, no professional market.

　 (6) comparative analysis of the pricing strategy of leisure shoes

The market price of casual shoes, the high price of foreign brand retail prices, and half of the 500 to 800, because the market price must be high, or retailers do not earn money, there are brand image and target audience considerations; domestic brands because they are one or two tier cities in the middle and high prices, between 200-500, suitable for middle class consumption; and small brands take the wholesale route, the price is more flexible, see the product is marketable, in short, the wholesale market is the price, 50~100!

　 (7) analysis of sales channels of leisure shoes brand

Agency system, wholesale market, self marketing system

Foreign brands generally adopt agency system and self run store, which is relatively easy to control because they only occupy high-end market and high-end target audience; domestic brands adopt monopoly stores and agent system, channels are also good controls, and also can build up their own image, and sell widely, so they can more contact with consumers, and quickly occupy the 123 level market mode. Small manufacturers are wholesale markets, which are more confusing, but with large volume of shipments, it is difficult to establish brand status without image.

Where is the way out for the competitive brand of casual shoes? This also requires the gradual exploration of the competitive businessmen and the gradual test of the market. It is hoped that casual shoes can go out of the trough and keep pace with the rest clothes as soon as possible, and achieve their due achievements.