Quanzhou Brand Shoe Companies Spend Billions On China
Amid the downturn in the financial market, news from the shoe industry revealed that Hongkong's CITIC Capital, a credible Asian capital market, has made an amazing move: to spend hundreds of millions of dollars to boost the operation of Baofeng's "Baoren" slippers brand and the overall layout of the domestic market.
Why can a pair of slippers throw away their shoes and sports shoes and win the favor of the capital giants in one fell swoop?
"What I am looking at is the strength of Baofeng and the market prospect of the slippers brand." Mr. Zhang Miao, head of CITIC Capital, said with confidence.
十年礪劍 拖鞋龍頭搶灘在即
In the 70s and 80s of last century, because of the household attributes of slippers, no one was willing to work hard. Until the beginning of the 90s to the beginning of this century, with the diversification of slippers, the market of slippers gradually formed industrial scale.
In 2009, Baofeng new international, which has 50 million pairs of production capacity and 150 thousand pairs of daily export slippers, first hit the domestic slippers Market and built the first brand of Chinese slippers.
"We have been thinking about the development of the domestic market for ten years, and have been preparing for three years. Chen Qingwei, President of Quanzhou Baofeng shoes industry, believes that foreign trade can only be more stable and faster if it is done in the international market.
As a strong flagship enterprise in the world, Baofeng's "sailing" domestic brand has been doomed to its unusual position from the beginning. New health material, international master trend design, put aside the traditional slippers attributes, outdoor fashion slippers high-end brand positioning, let the slippers change the appearance. With the huge market operation cost, CCTV, satellite TV and the mainstream newspapers and magazines in the country publicize, "the movie and dance song Tian Tian" Li Xiaolu speaks for the city.
百城布局 品牌先鋒揮軍中國
There are no successful precedents for making high-end brand slippers.
Baofeng has adopted a very robust strategy to pilot the sample market before the large-scale start of the domestic market, explore and verify the marketing and brand mode, and do well in the reserves of resources such as capital and talent in the process.
"20 years of foreign trade technology accumulation, 3 years of domestic model market preparation, and CITIC consortium billion yuan injection, making the first brand of slippers, we win the battle." President Chen Qingwei is confident that "we need to build star brand to operate."
According to introducing, Baofeng does not rely on traditional circulation mode in the operation channel of Baoren brand, but sells shoes and sports shoes to create its own brand store. Interstellar store, star service, quality three packs, let each consumer feel the high quality fashion slippers bring different feelings - get out of the house, get a good taste.
It is reported that this month, the 100 Jiabao brand store directly under Baofeng is about to open, and in the next two years, there will be 2000 stores open.
Industry experts predict that the trend of slippers brand operation will be changed in the next 10 years. Brand slippers will also become a trend of fashion, and the market value will be more than 100 billion.
Editor in chief: Xu Qiyun
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