Skillfully Control The Balance Between Fashion Shoes And Classic Shoes.

Nowadays, the concept of footwear consumption in China has entered a mature stage, and brand shoe enterprises have come to the crucial time to study the organizational structure of footwear products.

Throughout the domestic and foreign mature footwear brand, its product structure will basically be planned with three levels: core, auxiliary, and ornament. Only the positioning of each brand is different, and the proportion of products at all levels is different. According to the different proportion, the product structure is distinguished according to the primary and secondary points.

They must have their own core businesses, or brand names.

For example, the French brand TOD 'S (Tods), which consumers call bean shoes and driving shoes, is the core of TOD' S brand (brand image), and is also the eternal theme of their brand; Italy brand Salvatore Ferragamo (Ferragamo), several men's shoes and multiple shallow ports with high height.

They all become the core of brand (brand image). The style and appearance are deeply rooted in the hearts of the people. They are difficult to erase from people's memory. This is the key technical factor that the foreign mature brands are most proud of. Their common feature is that the styles are basically unchanged, and only do optimization and fine-tuning.

As for their supplementary funds, their sources are mainly based on the classic paragraph (basic money) that has been precipitated and refined for many years, often adding some fashionable elements, or it can be called fashionable money.

Their embellishment is representative of the international fashion and fashion style, mainly leading.

The style, design and design are generally more avant-garde and fashionable.

In addition to the luxury brand footwear products, the popular high-end brand Clarks (LE), Ecco (ECCO), Geox (Jian Le SI) and domestic BELLE, Daphne and other mature brands, their product structure is so planned, but also have their core business, auxiliary funds and accessories.

If we use the shape of Pyramid to reflect it

, fashion, popular style, the tower tip represents the core of the enterprise (or classic money), the Tower represents fashion, the Tower represents the popular style.

Most of the shoe making enterprises that build brands in China are not yet mature in their product structure, and even the core business of enterprises has not been formed, which makes it difficult for consumers to form brand recognition and loyalty.

As we all know, in recent years, due to the large quantity and oversupply of the popular products, the output has been greatly reduced year by year, coupled with short life cycle and high inventory pressure, many enterprises are unconsciously trapped in the predicament of capital turnover.

Beyond the overdue period of time, enterprises should relocate their products as early as possible.