Featured shoes break through market segment selling point to increase profits

The market is always changing, and companies can only constantly introduce new products and adapt to market trends so as to achieve new breakthroughs. In recent years, under the premise of the increasingly saturated traditional market, many shoe companies have begun to introduce personalized products in some subdivided areas. While creating a selling point, they also look for the next profit growth point for the company.

Characteristic footwear breaks through the market “Hello, the user you are calling is located at XXXX Square.” After a phone call, you know where the shoe wearer is located. It is not the mobile phone or the car but the shoe that is used for positioning. It is understood that this GPS positioning shoes is Aokang footwear industry's upcoming personalized products, its principle is similar to the positioning system of the phone, the secret on the soles of the special signal transmission device installed, put on, wherever you go can be traced Positioning.

Aokang positioning shoes is just a microcosm. In the case of increasing homogenization of products, the creation of personalized products has become a breakthrough for shoe products.

Not long ago, the Quanzhou shoe company Scherer, who was qualified as a supplier of leather goods by the Olympic Committee, specifically designed a car and driving shoe that was suitable for drivers all year round. This shoe has a bottomless design that allows the underside of the shoe to be indented, allowing the driver to avoid the hooking of the shoe to the pedal while switching between the throttle and the brakes. The bottom of the shoe also uses a non-slip design to ensure that it will not slip when engaged in the throttle or on the brake or clutch, which greatly improves the safety of driving.

The elegant bird launched balance training shoes in 2011. "The principle is to use a proprietary balance airbag design in the forefoot and heel of the shoe to create a natural imbalance, so as to promote the adjustment of the gluteal muscles. Adapt to the sense of imbalance and achieve "carry-on fitness."

In addition, Zhengda Sports launched swing shoes with a circular functional sole such as a power boat shape, with a heel-foot arch-toe leaning forward by 15°, which allows easy weight loss during walking; Health shoes as a breakthrough in the market.

Subdividing selling points to increase profit “In addition to factors such as price, channels, and advertising, the product is always one of the core elements of the shoe industry to gain market competitive advantage. The frequent listing of personalized shoes is actually a shoe company exploring market segments and creating An attempt at iconic products.” Analysis by industry insiders.

“The iconic product is a relatively popular product. It is not necessarily the product with the largest sales volume at present, but it usually has a certain personality, can demonstrate the connotation of the brand, enhance the product’s popularity and reputation, and guide the trend and create future profits. Point," said Hui Wenlong, director of design for JIM.

While creating a selling point, iconic products have also become a magic weapon for many shoe market innovations. Small and medium-sized shoe companies have also taken advantage of the development of alternative products and seized on the weaknesses of strong companies to make a fuss and seek for a living space.

For example, in the case of a strong domestic sports brand, Yeli Sports chose another way to focus on the field of breathable shoes. In 2010, gross sales of breathable shoes rose by 30%. In 2011, Yeli ceased. Other footwear products, only breathable shoes, broke out in the subdivision of a world.

Personalized products often can also bring greater profits for the company, Aokang's positioning shoes can reach more than 1,000 yuan; Nike to celebrate the Lunar New Year on sale Zodiac shoes, the price is more than 2,000 yuan, is the ordinary product 2-3 Times.