Dialogue With General Manager Of Jinjiang Yuantong Shoe Industry, Li Huawei

In sports shoes dominated the mainstream of Jinjiang,

The "foot down" is located in the current industry is still very small cloth shoes, how to break through the Convention to quickly play the brand influence? Li Huawei chose the TV entertainment column that is struggling to find a way out, trying to push a new wave of cloth shoe tide.

The rise is a surge of uncertainty since 2008. Because of its small scale and low brand awareness, there are still no great changes in the field of brand positioning and so on, but there are numerous ways to bring forth new ideas.

Li Huawei is one of the leading soldiers in this team. How to realize the fast and accurate single product marketing? How can the design team be built closer to the market trend? As a rising star, how can cloth shoes excavate the stories behind their brands by creating cloth shoes culture, so as to maximize the product line and solve the problem of cloth shoes being confused by season? And how to drive the market consumption concept, so as to make a maximum volume of cloth shoe segmentation market?

[observation]

In fact, many people do not know the difference between "vulcanized shoes", "canvas shoes", "board shoes" and "cloth shoes". But cloth shoes have become another main force of the footwear industry in Jinjiang.

In 1917, the first pair of Converse All Star shoes were born.

Since its appearance, Converse has become the world's household name for canvas shoes. It has become a symbol of American cultural spirit with McDonald's fast food, Coca-Cola drinks and Levi s jeans.

The popularity and success of CONVERSE cloth shoes is because it makes a culture of cloth shoes, and it brings people an idea that when wearing Levi "s (Levi's) jeans, they must be matched with flat bottomed and lightweight CONVERSE canvas shoes for beauty and taste."

Li Huawei, on many occasions, explained that traditional cloth shoes in China are thousands of years of history. If we can catch the tide of modern canvas shoes, the market prospect can not be underestimated.

This view, Shi Chunming, deputy general manager of Bao Da shoes industry Co., Ltd., has also been described in an interview with reporters. The vulcanized shoes and jeans have become the vogue of classical fashion. The famous stars of Hollywood, or the celebrities who often appear on fashion occasions, will step on the red and blue stripes, the yellow beef tendon bottom shoes, or the red striped thick sole shoes, and the familiar army green "release shoes".

"In fact, sneakers are also the names that have been resounded in recent years. This concept is the first to travel shoes."

Li Huawei analyzed that when the enterprises in Jinjiang popularized the concept of subdivision, from the original "big and all" or "small and complete", they gradually turned to the "excellent" and "refined" functions in many functions, in line with people's attention to the quality of life, and the cloth shoes with the main concept of leisure might be a promising market segment.

When marketing cloth shoes culture, enterprises should weaken the seasonality while trying to avoid the series of missing products that are seasonally affected in the brand building and promotion, and guide the "shoes and shoes taste of a fashionable leisure culture". In the product planning of franchised stores, we should make great contributions from functional aspects, not only to distinguish the seasons clearly, but also to make clear the creative designs of different occasions, different environments, different roles, and different tastes and preferences.

"In fact, this trend was started two years ago, but it was only a slogan at that time. Now, the understanding of fashion culture and the brand system of products are more plump and rigorous."

Li Huawei believes that the core business opportunities of traditional cloth shoes are how to let consumers experience the feeling of keeping abreast of fashion trends after throwing money into publicity.

From popularization to differentiation

In the early stage of the big order meeting, the Heng people group shouted the slogan of "the first brand of Chinese canvas shoes" at the end of 2007, when the "severe attack" Heng man canvas shoes 08 spring and summer new product ordering conference and conference was held.

Nowadays, the constant people who change from the slippers to canvas shoes never mention all the positioning of "cloth shoes". After several ordering meetings, leather shoes, cave shoes and snow boots are all on the scene.

After several years of promotion, the market has split up, but the pattern of differential competition has not yet appeared.

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If you place yourself too narrowly, you may not have a good road ahead, so you might as well sell a culture.

It is based on this judgment that Li Huawei extends the product category to the greatest extent, solves the defects of cloth shoes affected by seasons, and expands the meaning of casual shoes. On the other hand, it is how to make this culture more close to the market. The team of German designers who had been introduced by heavy money has ended cooperation because the local main cloth shoe consumers do not like German design.

In the past two years, the trend of cloth shoe restoration has swept the world, and green environmental protection has also touched the hearts of consumers. This has also made the constant number of people who have made cloth shoes a few years ago.

After groping for development, these enterprises have gradually split into two camps of cloth shoes and traditional cloth shoes, which are combined with the taste of garden shoes.

Although consumers are not familiar with, but from the perspective of production technology, at present, some enterprises' cloth shoes extend from the crossover of slippers. For example, the EVA disposable shoes produced by the Heng Ren group are replaced by canvas instead of the original EVA. The cloth shoes with the taste of garden shoes appear.

This innovation has been touted for a while.

And Li Huawei thinks, "to be fashionable, we must first solve the design problem. Although we can simply use bright colors, cute little patterns and other designs to attract eyeballs, we can combine the current hot spots to develop products so that fashion can be full of brand flavour" and add the freshest elements to traditional cloth shoes.

Compared to many years ago, when the market just opened up, the big cloth shoes producers including Heng Ren, Yuantong shoes, Wan Jiaxin and so on are undoubtedly more mature in product promotion or idea communication.

For example, Heng people have built their brand exclusive fashion casual weekend shoes. Heng people take EVA disposable shots as the main cloth shoes product line and Wan Jia Xin COLOR FISH to become the rookie representatives of the Jinjiang shoe industry. On the other hand, Ashikagashita To, the leader of traditional cloth making shoes, is also making efforts in just a few years, and persisting in the marketing of cloth shoes culture has become another main force in the shoe market.

[dialogue] Li Huawei: get out of new media marketing road

Reporter: this year's order meeting, your keyword is "different", announced the measures also made many people feel surprised -- become Hunan satellite TV Golden Eagle viewing group of the total name.

Can you tell me why?

Li Huawei: the influence of Hunan satellite TV will not be mentioned.

The exclusive selection of the Golden Eagle viewing group is just the beginning, mainly in the late stage of cooperation, and we need to get out of a new media marketing way.

Reporter: compared with other columns, the influence of Golden Eagle viewing group is still weak.

Li Huawei: even if it is weak now, the space will become stronger later. A big environment for cooperation between the two sides is cutback on TV entertainment, and TV is also looking for a way out. It also wants innovative ways. The marketing of new media is just one, but not all of them are popular now.

It is a win-win situation to cultivate space for the future and expand our influence together.

Reporter: can you talk about the specific operation?

Li Huawei: on the one hand, watching the movie. In the year of cooperation, there are at least 6 offline activities. In addition to the whole coverage of Hunan satellite TV, we will also advertise in local TV, radio and newspapers. On the other hand, it will be a video ticket, 80% through the Hunan satellite TV system, and 20% through our store, online display and offline promotion.

Reporter: the appeal power of every viewing activity is very much related to the star of the host. Do you have the right to decide?

Li Huawei: ha ha, we only have the right to suggest this, but we can deny the dissatisfied stars.

There are 6 venues where we can decide. There is no definite conclusion yet. The main focus must be on the key market areas of our company.

Reporter: your cloth shoes are mainly going on the youth trend line. Besides film and TV promotion, what are the measures for campus marketing?

Li Huawei: the main reason is to arrange the commercial street, because the campus marketing is obviously seasonal and not suitable for us.

But for the main consumer groups, online shopping is what we value very much.

Reporter: what are your business models?

Li Huawei: mainly looking for cooperation between the third parties, similar to "Internet sales agent", accounting for 50%, that is, revenue and expenditure are half and half.

As for online promotion, we should increase our advertising investment according to our brand needs and the activities of the Golden Eagle viewing group. This should also be part of new media marketing.