Domestic casual shoes are still in the early stages of brand development. Brand owners are constantly trying to refine their product offerings while worrying about fluctuating sales figures. Each retail outlet hopes that customers will walk in with a clear idea of what they want, experience the shopping process, and eventually become loyal buyers. This is the current situation in the casual shoe market. Most casual shoes emphasize comfort as their main selling point, using it as a key reason for consumer purchases. However, this reflects a deeper issue: the industry is still competing primarily on product features, with weak brand identity.
It’s natural for brands to focus on product features when starting out, and this is an essential step for any company entering the market. Many well-known international brands went through a long period of focusing on product excellence before transitioning to brand promotion. Some have even existed for over a hundred years. While maintaining product quality is crucial, for domestic casual shoe companies, the extent to which they promote their product’s core features directly affects the pace of brand building. The gap between productization and branding remains a major challenge.
Francis Guten, president of Richemont Asia Pacific, one of the largest Swiss watch brands and the world's second-largest luxury goods group, mentioned that entering a new market requires three stages. First, exploring the market and conducting small-scale sales to build visibility. Second, re-educating consumers once the brand has some recognition. Finally, achieving deep consumer understanding and loyalty. Although domestic companies may not be at the same level as luxury brands, these stages offer valuable lessons.
The first stage involves testing product positioning, market positioning, and brand positioning—this is a complex and challenging process. During this phase, many product elements need to be communicated to consumers, but the most important thing is to highlight the company’s unique strengths. Style development is critical. If consumers encounter an unfamiliar product, creating a strong visual impact can leave a lasting impression. Comfort also plays a key role. Unfortunately, many Chinese shoe companies underestimate this phase, simplifying the process by just copying designs and relying on slogans. This leads to slow growth and often results in failure due to lack of foundation.
The second stage is about re-educating consumers. For established luxury brands, this means building on existing awareness, while for developing brands, it means having a solid distribution network. Consumers need to truly experience the product’s uniqueness, especially for casual shoes where comfort is a key factor. A real example illustrates the power of experience: someone was drawn to ECCO’s reputation and entered the store. Though the price was high, the comfort of the shoes was so overwhelming that they couldn’t resist buying them. This kind of experience builds long-term loyalty.
The third stage involves deep consumer engagement and market segmentation. Even the most expensive products can be matched, but brand heritage and culture cannot be replicated. At this stage, brands have extensive product lines and stable channels. Competition increases, and companies must find ways to add more value. In a fast-moving market, building a strong brand culture is essential, along with targeted marketing strategies. No brand can appeal to everyone, so focusing on a specific group and gradually expanding is the way forward.
In summary, style, character, and culture are the three pillars of brand development at different stages. Only by going through these phases can a product truly evolve into a brand. While the path is similar for all companies, the timeline varies. Building a solid foundation in each stage can save time and effort in the future.
Shaoxing Xiaotrain Imp.&Exp Co., Ltd , https://www.xiaotrain.com