2012 The Spring Festival Is Approaching &Nbsp; Private Shoe Enterprises Are Building The First Line.

With the launch of the annual inter party of major radio stations, the 2011 page which is worth remembering has gone to the last page. Though China in 2011 footwear industry It has been accompanied by the ups and down, but shoe companies have been moving all the way. From all angles, the development of China's footwear industry is full of strong "grass roots" flavor. Although most of them start from generation processing, despite the rapid development of China's footwear industry from the scratch of brands, any internationally renowned brand that values the Chinese market is afraid to look down on it.

　　 Steady and steady in two or three line cities

It has been concluded that China's footwear industry is taking the road of "rural encircling the city". Indeed, this "rural encircling the city" strategy Layout, so that domestic sports brands in the development of a huge space of the two or three line cities first foothold. Even in the period of global financial crisis, sports brands in China can win the favor of China's huge consumer market with high performance price ratio. For example, at the end of 2009, PEAK's 6000th stores settled in Shanghai, urging the entire sports industry to enter the "6000 level", marking the Chinese sports brand. channel Market competition has entered a mature stage, and it has achieved an annual growth of 51.6% over the same period. In 2010, PEAK had planned to set up 100 basketball theme stores in the country to occupy market segments.

China's footwear brand is seeking to enter the first tier cities, and the international famous brands are beginning to extend the market to the two or three tier cities. Such a trend of development actually means that the local "grassroots" brand starts a new round of "strength" with the international brand. After careful study, we find that at every relevant footwear exhibition, Adidas, Nike and other brands can come to the exhibition one after another, not only verifying the internationally famous brands from the side. Marketing The adjustment of strategy also made the local brand compete with the international brands.

　　 Ready to catch the first tier cities

For China's private shoe enterprises, on the one hand, they have seized the two or three line cities. On the other hand, they can not grasp the "right to speak" in the first tier cities. Now, after stabilizing the two or three tier cities, the domestic brands have begun to enter the first tier cities. It is an inevitable choice to seek the international sports brand market and expand the development space. Especially as a large number of sports brands have completed the listing and financing, the whole industry has entered a new era of capital operation competition.

International famous brands march into the two or three tier cities, which does not mean that they have retired from the first tier cities. While the local footwear brands are consolidating the market share of the two or three tier cities, they begin to attack the first tier cities, and do not show that the local brands have made the necessary preparations for brand upgrading. If we still rely on celebrity endorsement, media advertising and event sponsorship to enhance the brand influence, we will have a strong sense of influence. brand It may not be able to break the market door of the first tier cities.

For example, the shoe Fair has always been a barometer of China's footwear industry's foreign trade exchanges. In the past, the shoe fair did not receive enough attention from some brands in the world, just to verify that the brand of Chinese shoe enterprises had no time to take care of him at the stage of "horse race". After gaining enough market share, local footwear brands began to attach importance to improving their quality and reshaping their image. The shoe fair also became a good display platform. But it is not enough to make use of the shoe Fair for simple exhibition. What is more important is to show what and how to display. There is no doubt that there is still a big gap between local brands and internationally famous brands in terms of the generation of footwear technology and the operation level of brand marketing.

From OEM to self created brand, from the copy to the self integration, the Chinese footwear industry has gone out of a distinctive development path. What needs to be clear is that market share is not equal to product quality. The strength of capital is not equal to the development prospect. There are still many things that local brands need to learn and learn from in the competition with international brands.