Cave Shoes Design Bottlenecks

　　鞋头肥大，但颜色异常亮丽，鞋身上还布满了许许多多的“小洞”，因此很多人都习惯叫它“洞洞鞋”或是“花园鞋”。穿一双四面漏风的洞洞鞋、搭配一条牛仔裤的打扮会被无数行人侧目。

CROCS hole shoes, which are popular around the world, are soft, comfortable and breathable.

The hole shoe is being loved by more and more Chinese people.

But CROCS has been in an awkward position recently.

It is reported that under the financial crisis, its products are unsalable, producers lose $185 million, and millions of dollars in debt need to be paid off.

This means that this brand of casual shoes in the world is at the end of the road and is on the verge of bankruptcy.

From 2004 to 2007, Crocs relied on a strange, yet bright, uncomfortably comfortable shoe, and reached its peak. A large number of followers allowed it to expand rapidly.

There are 13500 Crocs stores in the United States, and more than 21000 overseas stores.

However, such performance has not helped it to withstand the economic crisis.

According to one theory, Crocs has experienced rapid growth in its performance in the early years, mainly due to its huge demand for brightly coloured cave shoes, which have swept across the United States and other countries.

The company has been hit recently because its brand awareness is fading.

Some people even say that Crocs shoes will hardly wear out, and the product line is single, which leads consumers to buy new shoes without buying them.

Even if the factors of the big environment are left aside, Crocs will probably end up in the same end, because it only hangs the fate of the classic crocsbeach that made it famous at that time. Although many styles have been launched after that, even the seasonal restrictions have been released, and the winter "Mao Mao" has been designed, but it is always limited by the original shape and material.

If such a performance is endowed with a unique brand connotation, the result may still be able to change. But before Crocs has carved out its deeper mark, many businesses are selling the product of similar shape at a lower price.

Just like the Shanzhai machine in the mobile phone market, the crazy cottage shoes have a great impact on authentic cave shoes.

Almost overnight, in the night market stalls, small commodity markets, and street shops, the Shanzhai version of "cave shoes" sprout everywhere in the big cities, while the lowest price is as long as 20 yuan, compared with the original cave shoes of 200 yuan and a pair. The copycat version of the "cave shoes" is similar to Crocs, attracting more consumers at low prices.

And is such a blatant sales of "Shanzhai hole shoes" considered infringing?

According to the Crocs agents, Crocs's shoes are not patented, and the crocodile heads have patent rights. If these fake shoes use Crocs's crocodile head, they will be infringed.

Because of its popularity in design, appearance and comfort, the Shanzhai version of the cave shoes is popular, making Crocs suffer from the embarrassing situation of "applause".

The industry also believes that "if Carlo does not apply for appearance or invention patents for its shoes, other manufacturers will not infringing the same shape shoes."

For the maintenance of its exterior style, Crocs Shanghai headquarters relevant responsible person said that the patent has been applied, but there is no result.

He also admitted that the impersonator's shoes had less than one or more holes in their appearance, and it was difficult to identify their specific properties.

Nowadays, the task of fighting against counterfeiting is very arduous. The more important thing is to guide consumers' consumption concept and teach them to identify genuine products, so as to reduce counterfeit products in the form of "guidance".

For many shoe manufacturers who also produce cave shoes, what lessons can be learned from Crocs's crisis?

Shoe companies believe that the single product and poor channel laying are more likely to be the main causes of Crocs losses. "The hole shoe enterprises are not simply copying, but innovating and developing, innovating and developing their own brand monopoly terminals."

Will durability result in shrinkage or even elimination of the hole shoe market?

In this regard, shoe companies generally believe that wear is not the key, the single channel or product, or is the fatal injury of Crocs.

"Durable is not a fundamental problem, durable goods and more than one, adhere to brand self operated channels, products are not afraid to sell."

According to the insiders, Crocs has been selling most of its foreign sales channels in a comprehensive chain way. The lack of self operated channels can only rely on global distribution. A long time supply chain and market demand feedback will inevitably lead to problems. Eventually, products will not keep pace with market demand. This should be the crux of Crocs's problems, which is irrelevant to wear resistance.