The market for domestic casual shoes is still in the early stages of brand development. While many brands are working hard to organize their product offerings, they are also anxious about shifting sales trends. Each retail outlet hopes that customers will walk in with a clear idea of what they want, experience the product, and become loyal buyers. This reflects the current state of the casual shoe industry. Most casual shoes emphasize comfort as their main selling point, hoping it will drive sales. However, this approach highlights that competition within the industry is still focused on product features rather than strong brand identity.
It's natural for brands to start by highlighting product attributes, as this is an essential step for any company entering the market. Many global top-tier brands went through a long period of focusing on product quality before transitioning into brand promotion, and many have been around for over a hundred years. Even with excellent product features, companies must never become complacent. For domestic casual shoe manufacturers, how effectively they promote product basics directly influences the speed of brand building. The gap between productization and branding remains a major challenge for these companies.
Francis Guten, president of Richemont Asia Pacific, one of the largest Swiss watch brands and the world’s second-largest luxury group, shared that when luxury goods enter a new market, they go through three key phases. First, they explore the market with small-scale sales to build visibility. Then, they educate consumers and establish brand awareness. Finally, consumers develop a deep understanding of the brand and know exactly what they want. Although domestic brands may not be in the same league as luxury goods, this model offers valuable lessons.
The first phase is about exploration—testing product positioning, market positioning, and brand positioning. It’s a complex and challenging process. During this time, companies need to communicate various product elements to consumers, but the most important thing is to focus on their own strengths. Style development should be the top priority. If consumers encounter an unfamiliar product, creating a strong visual impact can leave a lasting impression. Comfort follows closely behind. This stage requires thorough preparation, yet many Chinese shoe companies overlook it, treating the process too simply. They just copy designs, use generic slogans, and wait for sales to increase. Without a solid foundation, brands often get stuck in the market and struggle to move forward.
The second phase is consumer re-education. At this stage, luxury brands rely on existing brand awareness, while emerging brands depend on a well-established distribution network. To truly showcase a product’s unique qualities, wide availability is crucial. For casual shoes, comfort should be the focus at this stage, allowing consumers to experience the product firsthand. A real example shows the power of experience: someone was drawn to ECCO’s reputation, walked into the store, and although the price was high, the comfort of the shoes was so overwhelming that they couldn’t resist buying them. This customer became a loyal ECCO user. International brands leverage their reputation and enhanced experiences to gain long-term loyalty, while “churn-out†brands only attract attention through physical stores and temporary sales.
The third stage involves deep engagement with consumers and market segmentation. Even the most premium products can be surpassed, but brand heritage and cultural depth cannot. Brands at this stage typically have diverse product lines and stable distribution networks. Competition intensifies, and companies must create more value. In a fast-changing market, building a core brand culture is essential. Companies must target specific consumer groups and gradually expand their reach. No brand can appeal to everyone, but focusing on a niche audience helps build loyalty and growth.
In summary, style, characteristics, 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 may be similar for all companies, the timeline varies. Strengthening each stage can save time for future growth.
Shaoxing Xiaotrain Imp.&Exp Co., Ltd , https://www.xiaotrain.com