Today, casual style gradually warming, people's idea of getting rich leisure 
life. In this "casual" concept, under the guidance and leisure market is rapidly 
amplified to the casual shoe industry has brought tremendous development 
potential. Leisure market suddenly enlarged, and leisure industries are linked 
to birth out of a group of casual brand, which represented them clothing and 
shoes, casual shoes and apparel led the fashion of the frontier. Also occupied 
the majority of casual shoes and apparel market share in the market to see major 
brands new to know, such as Gucci, Lanvin, nike compete to produce leisure 
series. Casual shoes and apparel market is huge, because this is an important 
part of leisure weight.Classification of China's casual shoesWith sales of 
casual footwear market into a significant increase year by year, the major piece 
of shoe are swallowing hard cheese. From the brand background, currently on the 
market brand shoes divided into three categories: international brands, domestic 
brands and brand extension. The purchasing power of international brands by the 
customer factors, is still in the collaborative competition, "the cake" stage, 
not in a hurry overall expansion, but the image of the product strength and 
power advantages of both, to focus on cultivating customer loyalty affluent, 
first-class city occupation The famous shopping mall. Domestic brand is the 
country's professional shoes manufacturer, they trade, OEM-based, domestic sales 
for the second, the current domestic market to get their attention, so a lot of 
casual shoes manufacturers, in the domestic market also has good performance. 
Brand extension is a traditional leather shoes and sports shoes and apparel 
industry and other branches of industry leading brands of shoes out of products; 
their resources, channel, brand share, brand extension, some of these rely on 
the mainstream development of the brand name recognition and good reputation 
Some not only had less than satisfactory. The casual shoe type can be divided 
into three categories: walking / comfort shoes, sandals / clogs, and casual 
shoes, including ballet shoes, slippers, Mary Jane shoes, Marcussen shoes, 
sailing shoes, lace shoes, boots, etc. shoes. While its upper material usually 
leather, synthetic leather, PU leather, PVC leather, nylon mesh cloth and 
canvas.Unlimited potential for precise positioningAccording to relevant survey, 
except for some faithful supporter of sports shoes, 70% of consumers slowly 
shift to wear shoes. Most developed countries in Hong Kong and abroad, casual 
shoes because of its comfort and quality of people's daily lives is the first 
choice. The domestic industry, casual shoes, casual shoes, most of the overall 
positioning of brand preference in the mature product system aging. This brand 
getting younger and younger today, is extremely inconsistent and directly impede 
the young consumer's needs and preferences, resulting in a small minority of the 
consumer market and casual shoes slow growth in the consumer market.So how to 
break through the outbreak of casual shoes, narrow and sports brand, casual wear 
brand gap? The key to that system, on how the brand really young, and capture 
the trend of both driving force and strong spending power of young generation. 
Only in this way can make casual shoes squeezed into the fashion industry, 
fashion industry on a quarterly basis to the topic of focus of fashion, 
eventually forming a powerful driving force of the radiation. It is understood 
that the current domestic casual footwear, still remain the same in style, 
whether it is business casual, fashion, leisure, outdoor leisure...... vast 
majority of enterprise products, are simply imitating the production line with a 
single manufacturing, there is no inner-depth study of the real needs of 
consumers. Therefore, the shoe would like to develop in this area must have a 
precise brand positioning.Multi-pronged approach in order to win in the position 
occupied by the marketIn addition, the shoe brand idea should be under the 
guidance of special design team, product quality, style, cultural elements and 
other aspects of detailed design. Team of building professionals in the design, 
the product will bring together fashion, leisure elements, with its unique style 
of products to satisfy consumer demand for leisure.Focus on product development 
in the same time, shoe enterprises should actively integrate resources, increase 
brand communication speed, and strive to play the product culture to a maximum. 
And escalating to marketing, whether it is professional sports or entertainment 
industry is also stepping or animation movies, all kinds of high-end marketing 
resources have to be involved in so doing product concept was accepted by more 
and more consumers. 
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