Market Situation

Nowadays, consumers are placing more importance on organizing and maintaining their personal belongings, especially shoes, which require proper storage to preserve their appearance and quality over time. Storing shoes in specially designed boxes that protect them from dust and damage has become increasingly popular.

In today's fast-paced and diverse lifestyle, consumers are looking for products that make organizing their daily lives easier, especially products that focus on storing personal items like shoes. Shoes, ranging from fashion sneakers to sports shoes, are often collected in multiple pairs. Modern consumers also expect that shoe storage can protect their shoes from dust, moisture, and damage caused by improper storage methods. It is no surprise that JMN has recognized the growing demand for shoe boxes in the market.

The global paper packaging market is growing at a steady rate of 3.5-4.5% annually between 2024 and 2030, driven by the shift towards environmentally friendly packaging, the reduction of plastic usage, and increasing consumer demand.

The shoe box and storage packaging market has continued to grow in line with the rising demand for various types of shoes, including fashion sneakers and sports shoes. The development of shoe boxes that cater to this diverse demand is essential.

In Thailand, the current value of the paper packaging market is approximately 100 billion baht, with growth aligning with the global packaging market. This growth is driven by the increased use of eco-friendly packaging.

Therefore, developing shoe boxes that can meet the diverse needs of consumers in terms of durability, modern design, and ease of use is crucial to support the continued growth of the footwear market.

Competitor Analysis

Mitzahai

1. Product: A Thai brand of canvas sneakers that seamlessly blends vintage and street styles, inspired by the past to add a classic touch to your look.
2. Price: Mid-range pricing reflects the brand's value and image.
3. Place: Available in-store, online at www.mitzahai.com, and on Facebook.
4. Promotion: Focuses on creating a unique brand identity, especially in vintage fashion, through social media and promotional discounts both in-store and online.

Rompboy

1. Product: A Thai brand offering vintage-designed handcrafted sneakers, featuring a variety of models with unique materials and designs.
2. Price: Priced affordably, making it accessible for teenagers and young professionals.
3. Place: Available on the Rompboy Facebook page and at the Rompboy store in Lido Connect, 2nd floor.
4. Promotion: Utilizes e-commerce marketing strategies, including Flash Sales and limited-edition collections to stimulate purchases and create urgency among customers, along with promotional channels to publicize the products.

Maddy Hopper

1. Product: Eco-friendly sneakers crafted by Thai artisans, made from recycled plastic bottles and leftover rubber from latex mattress production, featuring a simple yet stylish design with numerous eco-conscious details.
2. Price: Mid-range pricing focuses on the value of the product and materials.
3. Place: Available on the Maddy Hopper Facebook page, in-store, and online through Shopee and Lazada.
4. Promotion : 

Customer Insight

Our company has analyzed consumers through a questionnaire with 117 respondents and conducted in-depth interviews with 5 individuals who were screened to ensure they are genuinely interested in shoe packaging.

Target

1. Demographic: Gen Y
2. Behavior: Consumers looking for products that help organize shoe storage.
3. Geographic: Residing in urban areas.
4. Psychological: Individuals who appreciate simplicity and minimalistic home organization.

Persona

1. Name: Mhee Phloo
2. Age: 29 years
3. Occupation: Employee at a private company in the IT sector
4. Income: 30,000-45,000 baht/month

Description: A Gen Y individual with a simple, minimalistic lifestyle who values a clean and efficient home environment.

Interest: Interested in keeping a tidy and simple home in a minimalistic style, and enjoys collecting fashionable sneakers.

Want: Seeks shoe boxes that help organize storage, save space, and provide protection for shoes from dust and damage.

Idea Background

Consumer behavior has significantly changed in recent years, especially among the younger generation living in major cities and space-limited condos. The minimalist lifestyle, which emphasizes convenience and efficient organization of belongings, has become increasingly popular. Shoe storage is one area that many consumers now pay more attention to, particularly those who are fashion enthusiasts and shoe collectors who seek proper methods to maintain their shoes in good condition. These consumers often face issues where their shoes, especially in large collections, get damaged due to improper storage or lack of care, such as exposure to dust, moisture, or being stacked in ways that deform the shoes.

Additionally, the growth of the fashion footwear market, such as the rising popularity of sneakers and sports shoes, has driven the demand for packaging that can store and protect shoes effectively. Consumers are not only looking for products that help organize their shoes neatly but also packaging with modern designs that are environmentally friendly.

With these factors in mind, the JMN brand has identified an opportunity to develop shoe packaging that can fully meet consumers' needs. This includes protecting shoes from dust and damage, offering attractive designs, and using sustainable, recyclable materials. Such packaging solutions not only enhance the user experience but also strengthen the brand's image as eco-friendly and innovative within the packaging market.

Product

1. Brand: JMN (Just My Nature)
2. Model: Shoebox Haven
3. Size: 36.1 x 22.3 x 11 cm
4. Material: Kraft paper
5. Box Design: Screen printed logo and brand name

Price

1,590 bath

The price is set at a mid-range level to reflect the brand's value and image.

Place

Available for purchase in-store and on the online website.

Promotion

After purchase, if you find that the shoebox you bought from us is dented or damaged, you can exchange it for a new box immediately, free of charge, as long as you present the box with our brand logo.Conditions: This promotion is valid only for boxes that have been damaged through normal use. The box must have the brand logo.