Full Strength Four Years Of Expansion, "Thousands Of", Crazy Marketing, How Far Can The Foot Go?

In November, the temperature in Beijing suddenly dropped and pedestrians hurried across the street. The pedestrian flow on Wangfujing pedestrian street is not as crowded as the peak season. However, this did not affect the shops in the street. This is the new flagship store in August this year. At least two shopping guides have been standing at the door to attract customers. Kaili Zhang's shoes for the elderly. Reporters noted that in addition to middle-aged and elderly people, there are young people with a look at the shop.

With the intensification of population aging, the market space of consumer goods in the middle and old age is expanding. In the market segmentation, the elderly shoes become the key category of related enterprises because of their leisure and versatile characteristics. Due to the precise grasp of the consumption psychology of the elderly in China, there has been such a brand that the annual income reaches 3 billion.

However, the marketing methods of advertising and bombing have been criticized by many people for their strong, simple and extensive advertising. Even because they did not achieve the publicity effect, there was a dispute that the elderly consumers fell down and resorted to court. Insiders pointed out that the "China Times" reporter pointed out that the market for shoes for the elderly has potential, but now there is a disordered state. Good health and healthy marketing oriented, but to do the brand, we must really play the field on the product, and really meet the needs of the middle-aged and elderly for the wearing function.

　 "Offline stores close to saturation".

In late November, the flagship store at Beijing's Wangfujing was steaming hot. However, unlike the busy scene at the entrance, customers will find that there are not many customers after entering the store, so that every customer will follow a salesperson who sells them.

"Our store is directly run by the company. The price of this kind of functional shoe is 299 yuan, because this shoe is strong enough to be healthy and popular. It is also one hundred yuan cheaper than the online store, because it is the volume of the shoe, so it does not make money. Others are the original price. " The shopping guide introduces an old man's shoes. After looking around the circle, the reporter found that the price of the elderly shoes with strong strength was 130-400 yuan, and the price of some summer sports shoes was higher than that of winter shoes, reaching 399 yuan.

Tmall's flagship store will find that the price difference between the old shoe described by the salesperson and the store is not large. Meanwhile, the sales volume of the shop is also in the range of thousands of thousands, and the tallest one is 11 thousand pairs of wool shoes. "There are only one Tmall flagship store, and the rest do not know if it is true." According to the shop assistant, this old shoes are a kind of health care function shoes. The insoles are imported from Japan and have the function of perspiration and quick drying. At the same time, the insole can support the foot bones and achieve skid resistance, so wearing them can protect the feet, which is suitable for the elderly.

In addition, the reporter noted that the official website shows that according to the company's policy adjustment, it is not accepted at the moment. In order to understand the current situation of the shops under the foot line, the China Times reporter contacted the official contact of foot Li Jian, but the other side said it was not available for interviews.

Public information shows that the company is a Beijing Xiao Sun Yang company, founded in 2015. The manufacturer was founded in 2017 in Hebei Suixian foot strong shoes industry Co., Ltd. In January 2016, Zhang Jingkang, founder of foot and old shoes, opened his first store in Zhengzhou. In July of the same year, China began to attract investment, and by 2017, there were 1500 stores.

In June last year, it was reported that the full strength franchisee was the exclusive agent mode in the region. After becoming a franchisee in the region, it could open more stores. In the early stage, it was necessary to pay 20 thousand yuan, 20 thousand yuan and 200 thousand yuan. However, the number of shops that can become a franchisee can not be too small. The company will plan the number of shops for franchisees based on local conditions.

In November 20th, the "China Times" reporter asked about the opening of the store as a franchisee. There are thousands of stores under the strength of health, nearly saturated, and began to stop joining the agency since the end of 2018.

　 He was prosecuted for allegedly false propaganda.

"Thousands of shops under the line are not too many, because the Chinese market is large, and there are quite a number of counties and prefecture level cities. The reason why we should be strong enough to do shop is to make shoes for senior citizens, because the effect of street shops is better than that of Tmall stores. This is also a habit of the elderly, because the mastery of new technologies and tools like online shopping is not enough. Textile and clothing brand management expert Cheng Weixiong told reporters.

According to the data, the reason why foot health can continue to shop online is that Zhang Jingkang solves the traffic problem by opening the store to the supermarket, making traffic products and issuing page advertisements. When the customers try on, the staff are all semi kneeling services, and they can take off shoes and shoes for the elderly in order to enhance the customer experience.

In fact, the large-scale laying of offline stores is mainly dependent on online advertising and marketing bombing. This is also an important reason why the company continues to invite celebrities to endorse and enhance its popularity. Prior to this, the advertisement of foot and ankle shoes has been broadcast frequently in eleven channels, twelve sets and fifteen sets of CCTV. The main products advertised are anti-skid, slow vibration, loose and uncrowded feet, and so on to solve the problem of wearing shoes for the elderly. In December 2018, he was selected as the "national brand project of Xinhua news agency and the future star".

The official website shows that at present, there are a total of 11 invention patents, such as safety shoes, walking shoes, pedicure massage shoes and square dancing shoes, including all kinds of designs and utility models. In the patent of walking shoes, the angle of the front and rear ends of the sole is also a patent protection content. Since 2018, he has claimed several patent infringement lawsuits and has been awarded a lawsuit. Insiders pointed out that the appearance of the product patent is of little significance, and the patent of shoes mainly depends on functional invention patents.

In August of this year, a customer in Jiangsu caused a fracture due to falling down in full strength and health. He was accused of false propaganda and brought the filial piety of Beijing to court. The plaintiff wrote that the plaintiff believed that he had bought many health care shoes for the sake of skid safety when he watched many TV ads at home. But in actual use, the shoes of the healthy elderly people do not have the function of skid resistance. It should be recognized that the video ads of the "good old man's shoes" such as "skid resistance" and "safety" are false advertisements. At present, the case is still under trial.

　 Will marketing be a permanent solution?

"Strong performance is entirely supported by advertisements and stars. Without advertising and stars, it would not be possible to achieve such a high performance. If he stops advertising, give up celebrity endorsements. His performance will go down immediately, so this is also a headache for foot Li Jian. Cheng Weixiong pointed out.

Public information shows that in 2013, the first health footwear for elderly people was launched by foot health, and began nationwide investment in 2014, with sales reaching about 500000 pairs. After opening the first store in 2016, by the end of 2018, it had more than 3000 stores, covering 100% of the county level and above market, and sales in 2017 exceeded 1 billion yuan. In 2018 alone, the sales of single store in Tmall flagship store exceeded 100 million on the day of double 11.

In the past 5 years, we have been able to seize the opportunity of market recognition and seize the old consumer market quickly through mass advertising, and become one of the shoe companies in the first place. Our revenue is directly related to AOKANG, red dragonfly and other old enterprises. After losing the market opportunities of the old shoes, the traditional shoe enterprises are faced with the dilemma of declining revenues and profits. In 2018, AOKANG's revenue was 3 billion 43 million yuan, a year-on-year decline of 6.70%, net profit of 137 million yuan, a decline of 39.53% over the same period last year, and red dragonfly revenue of 3 billion 41 million yuan, down 6.29% compared with the same period last year, and net profit of 196 million yuan, down 48.61% over the same period last year.

Traditional shoe companies are also launching elderly shoes, and the market is facing serious homogenization competition. The research report pointed out that in 2019, the first tier of the middle-aged and old shoes brands was full strength, and the second tier had 12 brands, including AOKANG, JAL, Hui Li, Fu Ming Xuan and so on. Most of these brands choose well-known old artists endorsement, a large number of advertising, specially designed for the elderly shoes, perfect after-sales service and other similar marketing methods.

Cheng Weixiong said that although the old shoes claimed many functions, but from the price can be seen, the production cost is low, plus stores in supermarkets and small shops and communities and other areas, their own rent is not high, in fact, still relatively profiteering.

AgeClub "2019 senior shoes series data report" believes that after a wave of reshuffling stage of the old shoe industry, the industry will usher in a new round of development opportunities for transformation and upgrading. With the wave of new elderly entering the market, this group demands higher product quality, more and more mature market consumption concept, and a higher degree of Internet, and the old shoe industry will no longer rely solely on marketing drive. Enterprises with excellent product innovation capability will have long-term development potential.