Illustrate
Casual footwear is increasingly becoming an important component of the casual lifestyle. With the increasingly clear direction of the leisure wind, more and more shoe companies can't wait to flock to this land of wealth. Everyone is looking forward to the realization of their dreams, but the reality will always make us understand with one problem after another: there will always be a gap between dreams and reality that is not easy to cross. The way of thinking creates different actions, and different actions create different destinies. On the road to branding, everyone is facing their own different circumstances. With the test of time, some brands are getting stronger and some are declining. How to be invincible in the fierce market competition has become an urgent task for many enterprises to answer. There is no beacon to guide the future, all we can do is remind everyone to pause our pace, carefully check our bags, and see if we have left anything behind in the hurry.
Unclear positioning
At the beginning of the development of the casual shoes market, in order to quickly seize the market opportunity, some casual shoes companies did not do a good job of their own advantages and disadvantages, market conditions, channel expansion mode analysis, they were eager to widely spread the net, a large number of distribution, no focus on the whole line of attack, and did not form their own characteristics, and the final inventory backlog was inevitable; All of these make the brand face the dilemma of being eliminated from the market. Where is our goal? What do we want? Without a goal, it is only a matter of time before we rush forward and run out of steam.
The product is mediocre
Although the initial development of casual shoe brands is under the banner of the casual revolution, they are forced to catch up with the pace of the market quickly due to the capture of technology and casual trend information. The product design is mediocre, the technology content is not high, and it cannot form its own style and personality in a short period of time, and it is difficult to have a competitive advantage in the high-end market.
In addition, the design link is weak, the product is too single, old-fashioned, and simply based on age as the basis for market segmentation, rather than systematic overall planning and division, it does not have high market competitiveness. If the roots are not deep, the leaves are not lush. Without high-quality products as a basis and without a unique brand positioning, it is difficult to form a solid market foundation, and it is impossible to talk about consumer appreciation and affirmation.
Channel control
As a footwear brand, casual footwear brands have higher requirements for grasping channel advantages. Because casual shoes have more content to show, not every sales channel is suitable for its own development, and the channel ratio of specialty stores and department stores needs to be carefully coordinated. There are a considerable number of casual shoes brands rely on brand positioning, simply go to the department store channel, the competition is extremely fierce, if the brand is not strong enough, it can not cooperate with the channel provider on the same position. This is a common problem faced by domestic casual shoe brands.
The long-term single-channel model has not formed a complete and scientific retail management system for casual footwear companies. After 2016, if the terminal retail management is not done well, it will eventually fail to achieve the brand jump.
Cultural disconnect
The casual shoe brand interprets a concept of wearing that is different from orthodoxy and seriousness, and even has a hint of yuppies. Therefore, the brand culture of casual shoes should be diverse, active and colorful. Most of the domestic casual shoes enterprises are a combination of brand and production business model, in this mode, the formation of brand culture and corporate culture is closely related. It can be said that corporate culture is the foundation of the formation of brand culture. There is no concept of leisure in the whole enterprise, and how to cultivate a brand culture can only be at the mercy of advertising agencies. Therefore, it is not surprising that some leisure companies have not been able to take root in the concept of leisure they advocate.
In the early stage of development, a thing will inevitably face such and such problems. The problem is not terrible, how to solve the problem is the most important thing. Today's casual footwear industry is as warm as the rising sun, and the future is brighter. Having problems is a good thing, which means that there is still room for development and improvement. In other words, which company discovers the problems of the industry first and solves them first, then that company has taken a big step forward on the road of brand development. At the same time, we should also realize that there is no other secret to gaining a firm foothold in the casual footwear industry, but to plan a roadmap for progress in a down-to-earth manner and go forward step by step. If the goal is too ambitious and lacks action support, the goal will inevitably become an empty talk.
