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Bold development of bright colors to explore new products to seize market segments>>
Today's market segmentation has witnessed the development of "nuclear fission," and it has become a well-recognized rule for companies to classify products and lead the category. In recent years, Jinjiang Huanwei's wild leather tidal shoes have been welcomed by young consumers and have occupied a certain market share in the country in a short period of time. The key is that Huanwei has developed new categories in the field of casual shoes and developed different categories. In the "Sports and leisure class tide shoes" "fashionable leisure class tide shoes" series, and its products can meet the individual needs of young people's consumption.
Boldly developed colorful leather tide shoes
Market segmentation is particularly beneficial for companies in the startup stage to discover the best market opportunities, develop their own products, and increase market share. The rapid rise of Huanwei in the casual shoe market segment should give many small and medium-sized enterprises an inspiration.
Huanwei company chairman Chen Guanlin told reporters that because of the comfort and fashion, casual shoes have already been loved by many consumers, and many companies also look at this big cake. However, a wide range of casual shoes, how to cut out a piece of their own in the field of the cake, it is indeed a rather frugal thing.
Chen Guanlin could not deny that in the process of individualized product formation, the company had imitated the product lines of some big brands, but at the beginning of last year, it had formed its own special feature of Huanwei, which was to put aside the concept of sports and leisure and use colorful leather to develop and produce. The "Fashion Casual Tide Shoes" series is a product that combines elements of sports tidal shoes and casual leather shoes.
"Seriously, there was a lot of controversy when the product was just developed. The company's sales staff and some distributors were not even at the end." Chen Guanlin said, looking at the factory full of colorful leather shoes, he wanted to only let the market test it. At the beginning, it is also first to try to distribute goods to dealers, and let the sales staff collect the feedback information from consumers in a timely manner.
Something that happened afterwards was a little out of the expectation of Chen Guanlin. First, young consumers quickly accepted the product. There are also some sports shoe distributors who are actively joining Huanwei and require agents to sell their products. Chen Guanlin said that in the second half of last year, dealers in more than 20 provinces across the country were selling good products, and this year they can be sold throughout the country.
At the ordering meeting held at the Huanwei autumn and winter yesterday, the reporter saw that the Huan Wei Chao shoes are colorful and the product fabrics mostly use suede leather. The design style can be described as wild and unrestrained. On the surface, it looks a bit arbitrary, but in reality, it is consistent with the freedom and freedom of the young people. The state of life is no wonder that it is loved by young people who are pursuing self-fashion.
Occupy the market quickly and make big categories
According to analysis by industry insiders, the Huanwei Trendy Shoes was quickly accepted by the market without much advertising, though it mainly benefited from the subdivision of its category, which just catered to the preferences of young people today. Some factors cannot be ignored.
At present, some domestic sporting goods brands have proposed “de-sportingâ€, but at the beginning of the fashion and leisure field, the pace has also been more cautious, generally adding fashion and leisure elements on the basis of the original sports shoes, so most of the current market is still It belongs to sports fashion casual shoes. Faster pace, has developed and produced sports and leisure tidal shoes, but this type of tidal shoes are mostly in the direction of cloth shoes and shoes.
The tide shoes developed by Huanwei just hit the market's blank spots. The personage inside the industry said that Huanwei dared to boldly try. First, the company's responsible person had a unique vision, and the company's current scale was not big. Once the products were sold on the wrong road, they could quickly and flexibly transform. This is a number of larger companies. It is difficult to do.
Some experts predict that by 2015, the consumer market in China's footwear industry will grow by about 3 times. At that time, the trend of shoe industry segmentation will become more apparent. In the era of market segmentation, the domestic footwear category appears to be more numerous, so as to extend and subdivide more different concept shoes.
Like Huanwei, identifying new product categories and quickly occupying the market is actually the first step to creating a good category. To really make it bigger in this new category of market, you need to improve your own product while also improving your product category. Big. There will be two or three mature brands in any mature category market. In other words, even if an innovative category is to grow and develop, it is difficult to rely solely on a brand to promote the market. Therefore, followers must be able to jointly The category market is bigger. As long as the first entrants can maintain their own strength, their market status will be further strengthened by the followers.