Shoelace Is Another Store, Leaving Shoes Behind.

Recently, a reporter in Jinjiang Wanda well-known.

Next to see such a special store, there is only one kind of shoelace, which is only color and packaging, and the price is almost the same. A pair of such safety shoelaces are priced at around 23 yuan.

After staff drills, the reporter saw that after the shoelace is fixed, only two fingers can be easily fastened or loosened, which is very suitable for children and the elderly.

Then, does anyone else develop shoelaces in China? Reporters open the Taobao web page and enter the two words of shoelaces. Hundreds of Taobao stores come into view. The price of each pair of shoelaces ranges from a few yuan to a few cents, mainly in terms of color and shape.

It is not unusual for practitioners to develop personal shoelaces, but most of them are mainly wholesale or cooperative, but occasionally some brand shoelaces are being sold in some big business super companies, such as Hengli, Putian.

Maybe the technology of invention is different and the location is different, but the idea of subdividing the market to build a brand is just the same.

"Chen Shuqing, general manager of creative industries in Liuhe, said.

Socks and shoe boxes are also independent.

In the market segmentation of sports shoes, Xu Jin Jing, who spared no expense in building a brand, is not lonely.

The same is the "shoes match" bowl of rice Sports Co., Ltd. has also heard the news of the upcoming stores.

Although it is a production of shoelaces and a production of socks, but they have also chosen to take technological innovation as the starting point to ensure the health and safety of their families as a selling point.

"Our main market is the massage function of health socks, ready to follow the boutique model in the future, in large shopping malls, consumers can buy our high-end health care socks at any time.

Ji Hongxia, general manager of Jishi sporting goods Co., Ltd., said in an interview recently.

Their ideas, like speed users, are to make their products debut in the mall and win a certain reputation to nurture brand building.

except

What about shoes and socks and shoes? Yes, and shoeboxes.

Also from Jinjiang, Bao Shu carton Co., Ltd., moved the strong compression video of its own business carton to Youku online, so that 90 kilograms of big boys and girls stood on their shoeboxes.

In addition, they also produce environmentally-friendly durable furniture such as paper chairs, paper tables and so on, with a view to jumping away from the pure packaging industry constraints, and creating brand names from an innovative perspective. Although this part of the profit is not very high, relying on this "paper door and window" concept, the firmness of the product has been recognized by the market.

Who says a supporting actor can't create a brand?

Shoelaces are small, but no one has opened up this professional market.

Instead of breaking up with others and fighting for the existing cake, it is better to cultivate a brand new field.

Xu Jinjing, chairman of speed Lok sporting goods Development Co., Ltd., said that we hope to develop a new sports safety shoelace, which is loose, anti falling and deadlock.

So, how can we get away from the original protagonist of shoes? Shoelaces, shoes and socks, shoeboxes, especially shoelaces? If we can get a successful shoe enterprise cooperation with the invention of this loose safety shoelace, we will surely get a lot of benefits. Why do companies not choose to take this easy and easy way to get rewards, instead of choosing to smash gold and create brands?

In fact, in other industries, "hidden champions" can be found everywhere.

For example, Lou Zhongping, who has become a billionaire by selling straw only, has sold the small straw to the whole world. Now his international market share of double tube suction pipe has reached 30%, and the domestic market share has reached over 50%.

In addition to the far and near examples, Jinjiang's Xun Xing zipper also relies on a small zipper to achieve the scale of the listed company.

However, the times are changing and facing the new economic environment.

Depending on the traditional brand creation mode, the difficulty of opening up innovative products is obvious.