Market Observation: The Added Value Of A Pair Of Shoes Is Higher Than That Of Real Estate.

< p > > a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > the profit margin of the products is large, or is the profit margin of the real estate large? Most people will choose the house price.

In fact, the answer is not absolute.

In Italy, a pair of exquisite luxury men's shoes cost up to 1500 dollars, and their added value has far exceeded the profit margins of real estate.

Besides the brand effect, technological innovation is undoubtedly the foundation of supporting the profit of products.

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< p > "if a pair of shoes has more scientific and technological elements, it will naturally produce higher added value."

Under the pressure of rising raw material prices and increasing labor costs, more and more Quanzhou footwear enterprises begin to use new technologies and new materials to enhance the added value of products.

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P > < strong > the new technology of the unit price increase 30% < /strong > /p >

< p > how many patented technologies can a pair of shoes have? Anta tells us that this figure is 41.

This is not a "single example" of a single enterprise, but a "commonality" of the whole industry.

At the thirteenth China (Jinjiang) International Footwear Expo, new technology terms such as "slow shock technology", "2004 - A - core 'core technology", "2009 A jelly elastic glue technology", and "anti fatigue ergonomics technology" are constantly appearing in the propaganda brochures of enterprises.

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< p > "the orientation of R & D and innovation concept is changing, not only in style and color, but in developing products that can bring consumers more consumption experience."

According to the industry, shoemaking has developed into new technology products, including human biomechanics, ergonomics, bone medicine, polymer materials, chemistry, environmental science, statistics, aesthetics and so on.

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< p > in fact, the added value of technology has begun to show.

The use of three level slow motion technology on basketball shoes has gained market recognition for the professionalism of PEAK basketball shoes, while a pair of automatic shoe with national patent technology has enabled Jordan to achieve an increase of 30% in unit price. With the patent technology of "breathable technology", "anti ventilation technology", "cushioning technology for soles", "anti fatigue ergonomics technology" and other patent technologies, the wild force has found a blue sea in the homogenization competition.

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< p > "for shoes enterprises, increasing the technological content of products can not only provide consumers with more comfortable and perfect products. After realizing technological innovation, enterprises can effectively prevent" plagiarism "by changing the strength of applying for patents, and change the current situation of" similar styles "in the market, so as to enjoy a certain market space.

Lin Shaoxiong, President of wild sports (China) Co., Ltd.

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< p > < strong > new materials increase 10% sales volume < /strong > < /p >

< p > > on the fourteenth Cross Straits "a target=" _blank "href=" //www.sjfzxm.com/ "textile" /a "a target=" _blank "href=" _blank "> clothing" Expo ", 57 fabrics show 600 kinds of new fabrics, seaweed fiber, chicken feather fiber, soybean fiber velvet, ultra-fine fiber double faced velvet and other new fabrics have been widely noticed by shoe and clothing enterprises.

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The reason why P is concerned is that good fabrics can enhance the added value of products.

"Since last year, we have used bamboo fiber, soybean fiber and other new materials in shoes and clothing."

Hu Zhengrong, deputy manager of the 361 degree public relations department, told reporters that "the application of natural fibers such as bamboo fiber can enhance the functionality of sports products, such as breathability, sweat absorption and antibacterial effects, and consumers are more willing to pay for new added functions."

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< p > in the winter products of 2010, DuPont ecological cotton and a corn fiber material were used. The weight of PEAK shoes decreased by 1/4 compared with that of ordinary materials, but the warmth retention increased a lot.

The concept of "super light, ultra-thin and super warm" provided by this new product not only helped PEAK achieve the unit price increase, but also increased its sales volume by about 9%.

Similarly, Hongxing Erke has achieved a breakthrough in sales through the adoption of "special nylon net, new super fiber and fine electroplating TPU" three kinds of "Shenzhou" limited edition sports shoes made by Shenzhou VI through the space test.

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< p > "simply rely on the brand to enhance the added value of products has been" weak ", consumers need more practical reasons, what new technologies and materials used by the product, what kind of functions and experiences can be provided to consumers, these are the basis to truly support the improvement of product profits.

Hou Lidong, manager of PEAK public relations, thinks that the promotion of added value will eventually return to the product itself.

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