With the general improvement in the quality of people’s lives, more and more consumers have the attention devoted to high-end brand shoes in the past. Demand for birth, high-end brand shoes had begun.

Now shoes city developed to a critical point, this will trigger a new round of market boom, the emergence of high-end shoe brands from the low-end consumer the inevitable development of the high-end, coupled with a huge domestic market potential for high-end footwear, with abundant resources, the domestic shoe-making enterprises to seize the high-end market is an important issue before us, and the market positioning and brand building is casting an important factor in the high-end shoe brands, this shoe is concerned, who can take the lead to seize the high end of the market, it is equivalent to seize the largest profit margins.

The author analyzes the reasons why the formation of high-end market are summarized as the following three points:

First, the concept of enhanced consumer personality. In recent years, with the increasing environmental pollution, consumer quality shoes to show unprecedented attention, especially the well-off sectors of the health very seriously. The high-end shoes are more because of its unique material composition and the benefits to human health by the people’s trust. In addition, higher income groups pay attention to the quality of life even in high-end shoes to wear to show a status symbol.

Second, the footwear industry, the necessary low-end competition. Competition in the domestic footwear market has been launched in the field of low-end products. Advertising campaign, price war heats up, some brands have put themselves and their opponents are the horns of a small profit position. In the high-end market has been subdued. Progress and advertising into their markets do not directly proportional, but brazenly occupying the high-end market. This shoe for many, with the intensified competition in the industry, high-end line into the company’s attention has become inevitable.

Third, the pioneer behind the cluster effect . The profits of the high-end market has become the major footwear manufacturers whom the dispute thread, its market position in the formation of a time of major brands have targeted this opportunity to wish to gain a share in the high-end market has been quiet for the domestic high-end market has emerged in recent years, the state of abnormal hot. This situation is also a kind of follow suit, of course, has a plump for the economic strength of the shoe, the entrance in the development of high-end market is the inevitable result.

However, enterprises wishing to form a high-end shoes in the corner of the market, the most fundamental is the early stage build strong brands. The so-called strong brand is all things to all the basic features required to have the brand itself, and the mouth of consumers enjoy a high reputation. As we all know branding is a complex task, for creating high-end brand, is not easy, which brings customers the value of products, we can see that the formation of a high-end brand history is full of thorns.

First, the emotional price of consumer brand based on high-end roots, such as to bring the status of the consumer, honor, etc.; again, the product of functional high-end brands a firm price is the cardiac stimulant, is the product of the actual effect, it is performance of a high-end image of the most fundamental factor; There are also social values, such as the brand of public service activities participation, environmental protection packaging.

Value for the triple, companies need to create high-end brand image, establish distribution channels, to promote target consumers. In recent years, specialized, high-end consumer become common practice, foreign famous brands have moved into China, which proves China’s shoe industry has entered a brand consumption Segmentation. Because the multi-level consumer spending power and the modern concept of the collision will produce different market segments. This high-end market for domestic enterprises to go is an excellent development opportunity. So, we wish all have high-end shoe line further and further away, too, wish not enough time playing in the low-end shoe to the next level!

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