鞋，腳上之物，勞動(dòng)密集型產(chǎn)品，屬于易耗品，一雙時(shí)尚好看的鞋被顧客買單后，走過廠家的三包承諾期后，一般會(huì)多少變形，或者人為損壞，從這個(gè)角度而言，鞋是快速消費(fèi)品。而顧客尤其是女人天生的愛美虛榮心不會(huì)隨著穿鞋變形而受挫，會(huì)更加注意自己的儀容是否給周圍帶來(lái)引力，如街上的回頭率等，因此，女人一年內(nèi)穿鞋比男人會(huì)多幾雙，女人買鞋一般憑感性的沖動(dòng)性購(gòu)買，一年一般是7雙左右，甚至不只這個(gè)數(shù)，難怪百麗能把女鞋做成行業(yè)大鱷，這跟女人消費(fèi)鞋的數(shù)量不能說(shuō)沒有關(guān)系，而男人一般一年會(huì)買4雙鞋左右，一般男人上半年喜歡穿休閑、運(yùn)動(dòng)類的，下半年會(huì)多穿正裝、商務(wù)類的，這都是根據(jù)顧客群自身的穿著定位而異。

　　開一個(gè)皮鞋專賣店，一般是女鞋帶動(dòng)男鞋，尤其對(duì)溫州鞋來(lái)說(shuō)，女鞋暫時(shí)不是強(qiáng)項(xiàng)，而溫州男鞋的款式比較正裝、商務(wù)化，質(zhì)量也得到消費(fèi)者的認(rèn)可，這些也是溫州鞋的優(yōu)勢(shì)，目前溫州鞋也朝休閑化虛擬滲透，多年的一線終端大戰(zhàn)，溫州鞋品牌味也漸濃，在三四級(jí)市場(chǎng)已深入人心，部分知名鞋企在沿海城市開始向一級(jí)市場(chǎng)挑戰(zhàn)，擅長(zhǎng)男鞋營(yíng)銷的溫州鞋企一般在廣東、成渝、江蘇建立女鞋外購(gòu)辦事處，為溫州男鞋找到“時(shí)尚夫妻”配對(duì)，把抓緊時(shí)尚元素的異地女鞋“嫁”給溫州男鞋后，一個(gè)溫州式的皮鞋專賣店就是這樣產(chǎn)生了，在這種專賣店里，略顯傳統(tǒng)正裝的男鞋加上時(shí)尚的女鞋，既滿足了顧客在購(gòu)買力內(nèi)對(duì)溫州皮鞋品牌的追崇，同時(shí)不管是夫妻之間，還是男人與“情人”之間，或者朋友之間，都會(huì)成全顧客之美。

Before going out of the water, BELLE shoes, which mainly take the department store format, are well known, BELLE shoes are well developed, fashionable and comfortable, and have excellent quality, but there are no advertisements that bombed them. Only advertisements on magazines and websites are quite numerous. Magazines and website advertisements mainly analyze the trend of fashion and the propaganda effect of wearing collocation, and promote the interest and attention of customers to a fashion shoe, and arouse customers' desire to buy.

Wenzhou people can go all over the world, indicating that the concept of Wenzhou shoes is much more than that. Wenzhou's well-known shoe enterprises must challenge the primary market, and must further innovate and upgrade the men's shoes development and marketing. How to challenge the primary market, the traditional Wenzhou men's shoes and its traditional marketing formula can't accomplish this mission. Women's shoes can be purchased or developed in foreign countries in Guangdong, where the information frontier is. But the Wenzhou men's shoes are the root of the success of the Wenzhou shoes, and keep the roots. This is the true culture of the shoes of Wenzhou, and even this culture can't be imitated elsewhere, so that the culture of the Wenzhou shoes has a long history and has to be innovated.

In the past, the homogenization of Wenzhou men's shoes was that the Wenzhou shoe men themselves hit their own feet with stones. Although they were very painful, they had not been able to pass through for a long time. This is a kind of sadness.

The strong quality and the rising of grade are an important factor in brand success. If the quality is hard, the brand is hard, the grade is high, and the qualification is old. Why some famous Wenzhou shoes have been called in China, but why can't they enter the primary market or enter the first class market? Many of them are not profitable. I think an important factor is that the quality and grade of the products are not upgraded, so the starting point of other aspects is limited.

A shoe brand is an indispensable part of advertising. However, advertising alone can not make a brand absolutely sustainable. Moreover, the cost is rising. Capital investment is an important indicator of enterprise risk assessment. Especially, enterprises are most afraid of capital chain breakage. If product base, management services and investment return rate can not keep up, there is a great possibility that enterprises will close down. Many cases such as Qin Chi have proved this.

If the terminal is king, if it is to sacrifice its profits and achieve its false reputation, I think it would be better to pursue profit in the terminal construction process as a reality, and the shoe store will turn into a double room or even bigger and higher in the former prosperous commercial street, though it can grab the popularity and squeeze out the marginal market share, but this is also asymmetric with the current high rent and high cost operation. Seeking pformation and innovation is an unavoidable way for shoe enterprises at present.

Of course, no matter which way it is, everything is for the market, and the most scientific way to let customers willing to pay is the premise of the competitiveness of shoemaking enterprises. Otherwise, under the pressure of high cost, it will be hard for us to predict and not to see the end.

Shoes are not high-tech products, but the quality and foundation of shoes can be combined with other elements to enhance the real future of a brand. The integration of breakout is to make every brand accumulate resources, eliminate cost pressures, and let the brand's buds finally bloom.