The domestic sports footwear market has a scale of 60 billion yuan. However, for small and medium-sized shoe companies, large-scale competition means great elimination. Today's sports industry is not a spring of free growth. The market has come to a gradual concentration of monopoly brands, monopoly, gradual monopoly of market resources, consumer resources, the stronger the stronger, the weaker the weaker, second and third line brand survival space is becoming thinner . A large number of second-tier and third-line brands are rolling over each other. On the other hand, production capacity exceeds demand and aggravates market investment, resulting in a paradox: the higher the market and marketing expenses, the thinner the profit, and the worsening of revenue, the weak and small enterprises gradually become big brands. Processing companies or left to big brands, large companies to buy, mergers and reorganization.
It is an indisputable fact that the domestic and outdoor industries are gradually warming up. The listing of Pathfinders is an obvious sign that more and more capital has entered a clear signal. In 2008, the outdoor industry sales were 3.6 billion, and in 2009 it was 5.3 billion, which is almost double the growth rate. However, for the European and American markets, China’s outdoor markets can only be described as sprouts and primary markets. The US market has an annual sales of 200 billion (***), and the EU has a scale of about 300 billion. From the population base to the market capacity, it will give the domestic market an infinite imagination. . The current domestic industry is like the sporting goods industry a decade ago. It has given birth to opportunities for hope and wild growth. Today's Li Ning and Anta have become a sports giant in this wild life.
Understanding from the consumer form: As long as we observe carefully, we see young consumers increasingly walking in outdoor shoes. Outdoor shoes and outdoor clothing are more in pursuit of outdoor freedom, comfort, and fashion. They are not necessarily related to sports. It is a mentality for consumers to pursue more. This is a wave of mainstream consumerism following fashion sneakers. It has captured another Anta, Xtep, Peak and 361. (The outdoor shoes described here do not refer to professional hiking shoes and business casual shoes.) Missed, it can only be wiped off with success.
Sixty billion sports shoes, and outdoor one less than one, the market is slightly less than the contrast. However, it is better to be a small market leader than to be the final name of the big market. Moreover, the equivalent of the outdoor market will not be less than the sports goods market in the future. The European and American markets are very good evidence.
A pair of shoes to create a big market, a pair of shoes to create a rapid growth of large companies, the rise of Jinjiang can not be separated from the rapid rise of one shoe, one step, Anta, Xtep, Peak, Jordan, 361, Hongxing Erke, Xi Delong, Birds, Delphi, and King Lake grew from a pair of shoes into a multi-billion-dollar group. Choosing the right strategy and timing is the hope of success.
At present, the retail price of domestic sports shoes is about 200-300 yuan, while the outdoor walking shoes with comparable production costs can sell for 400 yuan. The profit space outdoor shoes are better than sports shoes. As far as production equipment and production processes are concerned, there is no difference between outdoor shoes and sports shoes, and there is no need for large-scale investment. Perhaps because of this heavy reason, shoe companies that already have vocal progress such as Del Hui, Jinjiang Fuxin, Fujian Leden have already started the outdoor shoe market test trip.
Shoes account for only about 30% of outdoor products and is the second largest category. The current domestic outdoor footwear is generally divided into: hiking shoes, walking shoes, beach shoes, upstream shoes and other categories, and foreign categories more golf shoes, sailing shoes, field boots, field engineering shoes, fashion outdoor shoes. Fashion outdoor shoes are the largest category and the largest amount of shoes. Many people think that a single shoe is not enough to form a sales scale, so it is either a clothing, shoes, backpack, or equipment, or it will be sold and processed. American outdoor brand CAT sole shoes have annual sales of over 400 million U.S. dollars. American outdoor brands Merrell and Timberlahd all mainly sell shoes. Their annual sales are above several hundred million U.S. dollars, while Crocs and Deckers are also shoe companies. With $700 million in sales, Deckers has 1.3 billion annual sales. A single category is not the key to sales. How much sales are in product popularity.
Sports shoes enterprises to enter the outdoor shoe market is not the production capacity and cost control, the biggest is the product research and development, quality management capabilities, in terms of simple shoes foreign domestic difference is not much, but in the sense of beauty, fashion, style grasp, domestic design There is a difference between the division and the international designer.
The biggest deficiency of domestic shoe companies lies in the serious lack of creativity in independent style and their own style. How to cultivate a good design team in this era of shortage, so that the design into the product, the brand value part, let the design become the engine of the brand take-off, is the key to consider whether a shoe company can create a big picture. Kappa takes fashion design as the forerunner and makes the brand soar. It has already provided us with answers.
Whether shoe enterprises or outdoor industry strategy is a common problem. Mocking, plagiarism, hype and homogenization of sports shoes can be seen as a lack of overall strategy. The outdoor industry is a professional strategy for mountaineering, all product lines with the same - global brand network-like strategy. Shoe companies enter the outdoors as latecomers with different emphasis, different product strategies, and different brand strategies. How to formulate a development strategy that suits oneself is a big issue that can determine whether it can develop in the future.
There are differences in channel and market terminals and risks in the outdoor shoe market. Most shoe companies have become accustomed to producing only human-breathing lives, or they can only make simple wholesale ways of living. Channels and terminals are the key link for the connection between products and consumers. A company cannot control the channels and terminals and cannot control their own sales.
The author once participated in an outdoor brand's ordering meeting. The brand dealer was only the operator, the shoe was developed by a shoe company in Jinjiang, and the clothing was developed and produced by an apparel factory in Anhui. At the trade fair, hundreds of models were offered by shoe traders. However, at the ordering conference, only 30 or 40 models were ordered by customers. The shoe technicians who participated in the on-site introduction and orders witnessed a hardship and frustration in returning from the hard work for several months. That misery cannot be described in words. This is the hope of mastering the outcome and fate of others. Channels and terminals are important resources for business growth. There is no channel and terminal external force to pull the strategic transition. The rapid rise of a large number of shoe companies such as Anta and Xtep is inseparable from strong channels and terminal development. Leaving the channel and the rapid development of the terminal, unable to see Anta and Xtep today.
The rapid construction of development channels and terminals, allowing channels and terminals to drive sales, so that product brands took a benign operation channel, is another focus of shoe companies to the war.
It is an indisputable fact that the domestic and outdoor industries are gradually warming up. The listing of Pathfinders is an obvious sign that more and more capital has entered a clear signal. In 2008, the outdoor industry sales were 3.6 billion, and in 2009 it was 5.3 billion, which is almost double the growth rate. However, for the European and American markets, China’s outdoor markets can only be described as sprouts and primary markets. The US market has an annual sales of 200 billion (***), and the EU has a scale of about 300 billion. From the population base to the market capacity, it will give the domestic market an infinite imagination. . The current domestic industry is like the sporting goods industry a decade ago. It has given birth to opportunities for hope and wild growth. Today's Li Ning and Anta have become a sports giant in this wild life.
Understanding from the consumer form: As long as we observe carefully, we see young consumers increasingly walking in outdoor shoes. Outdoor shoes and outdoor clothing are more in pursuit of outdoor freedom, comfort, and fashion. They are not necessarily related to sports. It is a mentality for consumers to pursue more. This is a wave of mainstream consumerism following fashion sneakers. It has captured another Anta, Xtep, Peak and 361. (The outdoor shoes described here do not refer to professional hiking shoes and business casual shoes.) Missed, it can only be wiped off with success.
Sixty billion sports shoes, and outdoor one less than one, the market is slightly less than the contrast. However, it is better to be a small market leader than to be the final name of the big market. Moreover, the equivalent of the outdoor market will not be less than the sports goods market in the future. The European and American markets are very good evidence.
A pair of shoes to create a big market, a pair of shoes to create a rapid growth of large companies, the rise of Jinjiang can not be separated from the rapid rise of one shoe, one step, Anta, Xtep, Peak, Jordan, 361, Hongxing Erke, Xi Delong, Birds, Delphi, and King Lake grew from a pair of shoes into a multi-billion-dollar group. Choosing the right strategy and timing is the hope of success.
At present, the retail price of domestic sports shoes is about 200-300 yuan, while the outdoor walking shoes with comparable production costs can sell for 400 yuan. The profit space outdoor shoes are better than sports shoes. As far as production equipment and production processes are concerned, there is no difference between outdoor shoes and sports shoes, and there is no need for large-scale investment. Perhaps because of this heavy reason, shoe companies that already have vocal progress such as Del Hui, Jinjiang Fuxin, Fujian Leden have already started the outdoor shoe market test trip.
Shoes account for only about 30% of outdoor products and is the second largest category. The current domestic outdoor footwear is generally divided into: hiking shoes, walking shoes, beach shoes, upstream shoes and other categories, and foreign categories more golf shoes, sailing shoes, field boots, field engineering shoes, fashion outdoor shoes. Fashion outdoor shoes are the largest category and the largest amount of shoes. Many people think that a single shoe is not enough to form a sales scale, so it is either a clothing, shoes, backpack, or equipment, or it will be sold and processed. American outdoor brand CAT sole shoes have annual sales of over 400 million U.S. dollars. American outdoor brands Merrell and Timberlahd all mainly sell shoes. Their annual sales are above several hundred million U.S. dollars, while Crocs and Deckers are also shoe companies. With $700 million in sales, Deckers has 1.3 billion annual sales. A single category is not the key to sales. How much sales are in product popularity.
Sports shoes enterprises to enter the outdoor shoe market is not the production capacity and cost control, the biggest is the product research and development, quality management capabilities, in terms of simple shoes foreign domestic difference is not much, but in the sense of beauty, fashion, style grasp, domestic design There is a difference between the division and the international designer.
The biggest deficiency of domestic shoe companies lies in the serious lack of creativity in independent style and their own style. How to cultivate a good design team in this era of shortage, so that the design into the product, the brand value part, let the design become the engine of the brand take-off, is the key to consider whether a shoe company can create a big picture. Kappa takes fashion design as the forerunner and makes the brand soar. It has already provided us with answers.
Whether shoe enterprises or outdoor industry strategy is a common problem. Mocking, plagiarism, hype and homogenization of sports shoes can be seen as a lack of overall strategy. The outdoor industry is a professional strategy for mountaineering, all product lines with the same - global brand network-like strategy. Shoe companies enter the outdoors as latecomers with different emphasis, different product strategies, and different brand strategies. How to formulate a development strategy that suits oneself is a big issue that can determine whether it can develop in the future.
There are differences in channel and market terminals and risks in the outdoor shoe market. Most shoe companies have become accustomed to producing only human-breathing lives, or they can only make simple wholesale ways of living. Channels and terminals are the key link for the connection between products and consumers. A company cannot control the channels and terminals and cannot control their own sales.
The author once participated in an outdoor brand's ordering meeting. The brand dealer was only the operator, the shoe was developed by a shoe company in Jinjiang, and the clothing was developed and produced by an apparel factory in Anhui. At the trade fair, hundreds of models were offered by shoe traders. However, at the ordering conference, only 30 or 40 models were ordered by customers. The shoe technicians who participated in the on-site introduction and orders witnessed a hardship and frustration in returning from the hard work for several months. That misery cannot be described in words. This is the hope of mastering the outcome and fate of others. Channels and terminals are important resources for business growth. There is no channel and terminal external force to pull the strategic transition. The rapid rise of a large number of shoe companies such as Anta and Xtep is inseparable from strong channels and terminal development. Leaving the channel and the rapid development of the terminal, unable to see Anta and Xtep today.
The rapid construction of development channels and terminals, allowing channels and terminals to drive sales, so that product brands took a benign operation channel, is another focus of shoe companies to the war.
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