Shoe Enterprise Development Aims At "Fragmentation" To Strive For High-End Breakthrough

"A 'auspicious bird' brand Casual shoes can develop 300 styles, now. Customer Love a variety of shoes, but for every shoe, maybe only a small amount. Order Because of the large amount of money, it can also create considerable sales volume. A few days ago, Li Qijun, manager of the production department of auspicious bird group, said that unlike the past "one style, massive order" marketing mode, the current market seems to be heading for another trend, that is, the style of shoes is becoming more and more abundant, but the total amount of orders has gone from the previous "one dominant" to the "hundred dollar Contention", although the total quantity is increasing year by year, but the order "fragmentation" trend is very clear.

Front end design "fragmentation"

"The market is rolling up a lot of information every day, and the demand that these information shows is often heterogeneous. This requires that our R & D design must understand the fashion attitude of" fast fashion "and react quickly. The general manager of Yili castle, general manager of Collie, is obviously affected by the "fast fashion" tide flu brought by "fragmentation". But according to her analysis, the fragmentation of the clothing consumer market is obviously not only a "fast fashion" wing. She believes that high-end clothing is going to "luxury", and it is also a personalized demand. Even today, custom-made clothing, which has almost disappeared in the early stage of reform and opening up, is heading for "restoration" in a certain range.

According to the market research and analysis, with the progress of machine production and the vigorous development of innovation power, the industrial line has greatly enriched the supply of clothing commodities. But with the continuous expansion of the current personalized consumer demand, garment customization such as tailored and manual sewing thirty years ago is prevailing, and customization has gradually become the embodiment of identity.

Fragmentation of marketing

Analysts pointed out that the past payment is the end of sales, and now is the beginning of sales. After the fragmentation of market information, it means that the projects dealing with receipt and refund are more fragmented and cumbersome. This is a challenge for enterprises to track customer information, continuously develop resources, and then voluntarily find user needs and create user needs. "According to the data collected at hand, there will be no more than 50 pairs, or even a single digit in each case. At this time, the refund is no longer simple, it means the sale of the product, but you have a customer's information. You can adjust the sales and marketing according to this information, and find the market demand most promptly and quickly." Sun Junlin, deputy chief executive of Sen Qi clothing, thinks that from selling products to selling services, advertising promotion has become word-of-mouth marketing, which has become an inevitable requirement of marketing fragmentation.

Fragmentation of the market

"R & D design spanformation and marketing thinking revolution are external causes, and the real" fragmented "internal cause lies in the market itself. Market analyst Ceng Xiaoyong believes that when shoes and clothing enter a large number of ordinary families, their consumption will also be "fragmented". At present, from leisure to outdoors, from pretty girls to business men's clothing, almost all kinds of consumer markets have begun to push across the border. For example, the seven wolves tend to be business casual men's clothing; the tendency of mensensen is leisure sports; the crossover tendencies of rich birds are men's leisure and business elements, and every consumer product has found its owner in the market of shoes and clothing with "omnipotence" and "crossover" as its selling point. For consumers, it is still a saying: "practicality is better than everything."