Nanyang No. 1 student shoe market, 5 billion baht, Mentoring in an era of a market that is not growing
Nanyang aggressively pushes into the student shoe market worth 5,000 million baht, targeting 67 revenue growth of 3-5% in an era where the market is not growing. Points out that the new generation sees brands giving back to society. Send a new campaign to Touch Jai "It's not the same fit" admits Thai children with high stress - 20% risk of depression
The past “Student shoe market” Barely growing, by 2567 it will be worth 5,000 million baht, divided into
- Sneakers 60%
- Girls' school shoes 35%
- Others such as casual fashion shoes, heavy shoes, sneakers 5%
“Nanyang” Estimated market growth this year is 1-3% and there is an average purchase of 1.3 pairs of school shoes/person/year. It can be seen that The numbers are almost no different from 5 years ago or in 2562.
Nanyang Marketshare continues to grow in a market that is not growing.
Dr. Chakraphon Chantawimon, Managing Director Nanyang Marketing Company Limited Revealed that competition in the school shoe market is still intense. from approximately 10-15 brand players
Meanwhile, the Back to School period or the period of returning to school after the big school break in 2567 starts from 20 April - June, but purchasing power has slowed down. From the big Songkran festival this year
Including parents choosing to buy school uniforms that have their names embroidered before school shoes. But during the midweek Labor Day holiday (May 1, 67), purchases were good because people took time to walk around the mall. Rather than traveling to other provinces on the weekends.
Overall, it is expected that student shoes will benefit from approximately 80% of sales from the Back to School period, while the remaining 20% will generate sales during the October school break.
“Nanyang continues to grow. with a market share of 45% from last year's 43%, even though the overall school shoe market has not grown.”
The company has set a target for revenue in 2567 to grow 3-5% from 2566, which generated revenue of approximately 1.3 billion baht, a growth of 13.70%.
Nanyang launches marketing campaign that touches people's hearts Create a royalty brand
However, the Nanyang brand has high brand loyalty. Children from elementary school Skip to secondary level Still using the Nanyang brand continuously for more than 50%.
“Parents do not choose to buy the cheapest product. But choose the best thing for your child. while the new generation Give importance to brands that give something to society.”
This causes Nanyang's marketing communications into various campaigns to adapt to keep up with the times.
1.0's Focus on communicating “Functional” such as comfortable to wear
2.0's emphasize “Emotional” For example, wearing it makes you cool. Wear it and you're good at studying.
3.0's emphasize “Platform” such as collaborating with other brands
Current era or era 4.0 Nanyang's focuses on “Media” See yourself as a medium and choose to send messages to society on issues that people want to hear
Like the latest campaign Nanyang expands anti-bullying empire into campaign “The fit is different.” Invite Thai children to stop putting pressure on themselves. After the survey results found that Thai children are highly stressed at 24.83%, a proportion higher than the average of all ages with an average of only 8.04%.
With approximately 29.51% of Thai children at risk of depression. Factors that affect stress are: “Low self-esteem”
“The reason why Nanyang chose to do this campaign Because such problems have been found to increase a lot. If the child does not speak or does not have the space to receive Listening is equal to being defenseless. and causes pressure to tread on oneself or self-bully. To be a voice for everyone who is feeling bad from excessive judgment and self-criticism to have a counselor to alleviate such problems.”
Read other news
