High-profile layout of Quanzhou shoes to seize the high-end market

Quanzhou leather shoe brands have entered the department store, both the expansion of sales of new channels of internal demand, but also from the pressure of the domestic and foreign brands to promote. The reporter learned that at last week's Shanghai Shoes Fair, nike/“target=”_blank “> Nike, Adidas, Belle, Scarto, Besto, Disney, Tm and other more than 20 brands unveiled collectively, demonstrating the “shoe industry "Supermarket" style. This is to some extent made a kind of **: At this time no longer join the high-end department store brand square array, in the future to cross this threshold is difficult.

Appeared "shoes supermarket"

At the Shanghai Shoes Expo site, the reporter saw that, in terms of image display, some participating brands could not actually position their exhibiting image due to the size of the brand, most of which was based on the positioning of the brand itself. The first step in the image design of the pavilion is the first and necessary step to attract professional visitors to the museum. Among them, the performances of brand booths such as Indian Birds, Beauty, Cornell, Jiehao are also prominent. The unique structure of the Zinnia pavilion, the bird's nest-like pavilion, coupled with flying wings, inhabits the happy tree in the center of the pavilion; Kangnai's exhibition hall features a summer new product launch event that integrates catwalk, dance, and product display. , attracted many brands and professional visitors to stop watching.

What is refreshing is that Belle Group unveiled the Shanghai Shoes Show in the form of a map shop, with more than 20 brands including Nike, Adidas, Belle, Sijiatu, Best Picture, Disney, and Tianmeiyi unveiled. Relevant person in charge of the scene said that this kind of display form brings together all levels of brands and can better attract different consumer groups and better display brand image.

According to Ji Fang, the Spanish brand of HISPANITAS, the Spanish brand for foreign brands, it is very difficult for foreign brands to quickly find powerful agents in China. The Shanghai Shoes Fair has national channel resources and brand exhibitions can connect with them more quickly and accurately. Easy to open up the market. HISPANITAS had a lot of success after participating in the show for the first time last year, so this time expanding the number of booths from 2 to 6.

Jackie Wang, head of Swiss brand FLEKER China, told reporters that the Chinese market is huge and the FLEKER brand has now been confirmed to enter the Chinese market. The biggest purpose of this exhibition is to use the channel resources gathered during the exhibition to find a powerful distributor in China.

It is worth noting that the Wenzhou brand has been greatly promoted. In recent years, the Wenzhou brand has greatly improved in terms of product quality, research and development, and even has little difference with the Guangdong brand. In order to further expand its influence during the exhibition, Paul Gaidi, Jie Hao and other brands also held a marketing summit in the same period. On this basis, Paul Getty specifically hosted more than 200 store managers and CEOs in the chain of shoe cities. Companies that have come out of Wenzhou are focused on soft leather shoes and are experts in soft leather shoes. In addition, Paul Getty publishes the latest "logo" and slogan "Feeling a Comfortable Life" at the exhibition site, introducing five major product lines of business and leisure, business casual, fashion and comfort, leisure and comfort, elegance and comfort, which are highly praised by professional audiences. .

The head of Paul Getty believes that there is a great opportunity for her own brand in the chain of shoe cities, not only for the development of brand channels, but also for the shoe city, she will further improve the brand portfolio and product mix, and improve the product category.

In the past two years, Jewel has significantly improved its product's fashion and youthfulness. This year it will also strengthen the market to lock in East China. For this reason, the brand has also included the marketing summit in the scope of exhibition.

The rapid rise of original design It is worth mentioning that as an important event of the Shanghai Shoes Show, an event called “Creative China·Public Welfare Fashion” attracted senior designers of the American Designers’ Association Icarsdy and the Tokyo Fashion Designers Association. Responsible people and other internationally renowned design masters came to the scene.

During the event, the guests expressed different views on the current status and trends of China's current fashion design. Li Zhao, senior vice president of Belle, bluntly stated that at present, the shoe industry’s grasp of fashion mainly includes “following type” and “leading type”, while Belle focuses on following type. Every year, they send designers to visit abroad to learn about the fashion elements of the European market and come back to digest and use them. There is still a big gap between China's level of innovative design and that of Europe and the United States. We hope that Oriental creativity can truly follow the development of the motherland and demonstrate its vitality and charm in the world.

Ikasdi believes that Europe and the United States have been regarded as the center of the fashion industry for a long time, but no continent can truly represent the world fashion. The progress of Chinese fashion design is obvious to all, and talented young fashion designers continue to emerge. "I think from the beginning of 2012, China's fashion design will go hand in hand with Europe and the United States," he said.

E-commerce has attracted much attention. According to industry sources, the domestic footwear market is currently facing an important inflection point: bottleneck of traditional channel expansion, while the online shopping market is in an explosive growth stage. According to the latest statistics, online sales have become the third largest sales platform for footwear after shopping malls and specialty stores.

It is reported that shoe companies "touch net" at present there are generally two ways - one is to use the existing B2C e-commerce platform to open an online mall, such as shoot shoes network; the other is the official website direct sales. "I don't know how much benefit a shoe company has in doing e-commerce, but I can tell the disadvantages of not doing it. The same price and quality, competitors did online, and you didn't do it, it means in a certain market. Others shop, you did not open, the market share will certainly be reduced, in addition, your original customers may be lost because of the choice of online shopping.As an emerging market, e-commerce development is very large, but also shoes companies must face, not only To rush to speed, but also take into account the brand's image and recognition." Lu Ming said.