In today's footwear market, both Chinese and American consumers are showing two unified trends: an emphasis on comfort and a growing preference for custom shoes tailored to specific activities, resulting in increasingly diverse footwear categories.
Reflecting on the past, many of us remember spending a fortune on brand-name leather shoes for graduation ceremonies. However, now, whether in China or the U.S., comfort and custom-fit options are the priority. As Wang Zhentao, Chairman of Aokang International, lamented, “How many young people are still wearing traditional leather shoes today?”
Data from 2023 reveals a significant decline in the export volume and value of traditional leather shoes from China, while custom sports and casual footwear are seeing global growth. The three “ugly” shoe trends—Birkenstocks, Crocs, and UGGs—have become popular among young consumers in both countries and are setting trends in cross-border e-commerce.
Moreover, consumers are increasingly opting for custom shoes based on specific activities. As H notes, “Previously, one pair of shoes could handle everything. Now, there are custom hiking boots for mountain climbing, custom water shoes for wading, and custom shoes for different sports.” This change reflects a higher standard of living and a greater focus on lifestyle details.
With the convergence of consumer preferences in China and the U.S., Chinese companies and entrepreneurs are better positioned to understand Western consumers' deeper psychological needs and align their custom products with real-life experiences.
In the context of global consumption fatigue, Chinese footwear brands face a unique opportunity to stand out with “affordable alternatives” in custom footwear. In times when consumers are more price-sensitive, “affordable alternatives” are particularly effective. However, this strategy should not be seen as merely a price-cutting battle. The essence of “affordable alternatives” lies in offering high-quality custom products at more competitive prices, using the mantra: “Same quality at a lower price, or better quality at the same price.”
Post time: Aug-28-2024
