Quanzhou Shoe Material Marketing Becomes &Nbsp; Favor Direct Selling Mode.

As a matter of fact, shoe material, as the upstream supply chain of footwear industry, has been playing a supporting role in the shoe industry for more than 20 years.

Relatively speaking, due to the supply of shoe material industry in Quanzhou is sufficient, and the development of shoemaking industry has been promoted, at present, shoe and shoe industry complement each other and promote each other. The two are indispensable.

Today, the shoe material industry has also gone to the gateway of pformation. The change of marketing mode is undoubtedly a strong signal to the market, that is, the shoe material industry will survive in the shoe making industry in a more independent manner.

Channel: create shoe material direct sales mode

As the upstream supply chain in the shoe industry chain, the shoe material industry belongs to the "hermit" in the industry to pport raw materials needed for the downstream shoe industry.

Benefiting from the huge demand for shoe materials at home and abroad, the shoe material industry in Quanzhou can focus on product research and development.

Over a long period of time, regional agent marketing mode dominates the sales link of shoe material industry.

However, such a model is being phased out.

Zhang Wen, deputy general manager of Fujian Hongwei shoes Plastic Co., Ltd., in an interview with our newspaper reporter, said that the financial crisis has shocked the industry greatly, and the decline in demand and the problem of triangular debts have trapped the development of shoe material manufacturers for a time.

"Take the shoes made by our company with the mesh cloth. Before the financial crisis, what we did before was the non dyed grey cloth. These products were basically sold to the dealers in Chinese shoes, and they were sold to shoe factories after processing.

So after the crisis, a lot of material suppliers can not go down alone, which will reduce production for our production enterprises.

Zhang Wende said that in order to solve such a situation which is limited to people, it is necessary to abandon the original agent, instead of the direct selling mode, reduce the intermediate links, and directly connect with the shoe factory. On the face of it, the external demand is declining, which is also a helpless move for shoe manufacturers.

But from the point of view of marketing, direct sale is an effective way to reduce costs and maximize profits. This may be the real motivation for shoe manufacturers to create direct selling mode.

Cai Qinglai, chairman of Fujian Xintai new Mstar Technology Ltd, strongly agrees with this view. In his view, whether it is the agent mode or the direct selling mode in the future, it is the inevitable outcome of the industrial development to a certain stage. It depends on that mode to release the potential of the industry.

"Sales will ultimately bring profits to the enterprises. In the past, we passed the agency, because everyone did so, and the market was constantly changing, so the industry competition came, so facing the terminal became inevitable.

This is why our company spend a lot of money on the purchase of more than 8000 square meters of office buildings as the marketing center of the group. The marketing center will integrate various global sales models in the future to provide more effective, more detailed and omni-directional services for every customer.

Cai Qinglai said.

The pformation of the channel may mean the end of a sales era. The new direct selling mode will gradually replace the traditional agency mode. Now the shoe manufacturers are facing the question of how to adjust the pace of development and conform to the trend of development in the process of pformation.

Zhang Wende believes that, in today's period of oversupply and oversupply of products, how to sell products is the most important task for all enterprises.

At present, our emphasis is on strengthening our own marketing team, conducting regular training on marketing teams in terms of theory, skills and services. From now on, the effect is very good.

With the ability of the team, plus the accumulation of more than ten years in the field of shoe material production, we have a good reputation and reputation in the local shoe making industry. This is our advantage, and then the marketing staff follow up and do the after-sales service. The occupation of the market is just the water to the canal. "

Market: new materials and technologies are widely used.

Another phenomenon that appears in the shoe material industry is that new materials and technologies are being widely applied, and this new force is becoming a new force that can not be underestimated in the pformation and upgrading of shoe material industry.

Xintai new material has always advocated innovation and innovation. As a leader of the industry netting, Xintai is aware of the "bad taste" of the industry and has taken the lead in responding.

"In order to develop new materials, our company is also constantly strengthening the construction of hardware and software, including R & D cooperation with Korea, and the introduction of raw materials from Japan, and purchasing a number of machinery from Germany. The fact has proved that our route is not wrong. Before we could not make the brand name LOGO of our enterprises on the top of our netting, including now we do not have much in our country, but by introducing new equipment and through the unremitting efforts of professional R & D personnel, we can do this now."

Cai Qinglai said that the application of new technology and new materials, on the other hand, also reflected that consumers' consumption concept is becoming more and more mature, and the demand for products is constantly improving. This requires our enterprises to constantly innovate and constantly improve themselves. Every enterprise must have a sense of "self consumption", and think about it only in the perspective of consumers.

It is precisely the change of consumer demand that leads the shoe industry to undertake a revolution in new technology.

Lin Jinhuan, general manager of Jinhuan Leather Co., Ltd. is optimistic that the application of new materials and technologies will break the old and promiscuous development mode, and the shoe material industry will develop along the direction of refinement. This will break the bottleneck of industrial development and usher in a broader development space.

The application of new materials and technologies provides the core power to upgrade the shoe material industry. We should talk about the equal opportunity of shoe manufacturers, and who can break through and stand at the commanding heights of the industry. We need to see who can play the new technology for enterprises.

Cai Qinglai believes that specialization is a difficult problem for shoe materials manufacturers to overcome in the new material and new technology era.

Because only by specialization can new materials and new technologies take root and the market can be targeted.

"The decline in demand brings industry integration time and space. I think it's a good thing.

We have found many opportunities for development from this crisis.

In the process of cooperation with some famous international shoe brands, we have been very systematized.

For example, in cooperation with Nike and Adi, we find that they are very specialized in product development.

With the gradual maturity of the domestic market, people will keep up with the demand for specialization. We will be able to cooperate with the research and development of domestic shoe brands, and develop different products for different needs of consumers.

Cai Qinglai said that the supporting work should be carried out at the same time. "We are discussing the establishment of industry standards with the relevant organizations. At present, the domestic shoe material industry has not drafted relevant standards. We are prepared to set up a standard for textile fabrics in Fujian, so that foreign shoe manufacturers will have to do business in China, so they must meet our standards and raise their competition threshold.

Just like we're going to Europe to do business, it's up to their standards.

Integration: docking shoes enterprises to seek deeper cooperation space

There is no denying the fact that the shoe material industry has entered the integration process of the two undertaking of the industry. Unlike the first venture, the shoe material industry will take part in the market as the main body. The past "invisible man" will no longer exist. They will gradually realize direct dialogue with the shoe enterprises and discuss with them the way out for the development of the industry.

Of course, this is a long and arduous process, the rules of the market game will be rebuilt, and breaking the rules, breaking the old and building new are always the game of the brave.

In Zhang Wende's view, in the past, shoe material enterprises played a supporting role in shoe industry, and did not take the lead in the industry. They did not have the right to speak because the market only recognized the brand, and the brand was mostly made by shoes enterprises.

However, the importance of shoe material as a supplier is self-evident. Good shoes are made of good materials. In the era of market becoming more and more specialized and meticulous, the shoe manufacturers accept market inspection.

This has also given shoe manufacturers direct dialogue with shoe companies, and the opportunity for both sides to jointly develop products for the market.

"Food safety incidents have aroused the concern of the society on raw material safety. As a necessity for people's daily necessities, shoes are also concerned about safety and health. This is an opportunity for us to jointly develop new products with cooperative shoe companies."

Yin Xuedi, manager of Zhongli shoes material Co., Ltd., said.

As a matter of fact, shoe material, as an upstream supplier of shoe enterprises, has a much greater grasp of market information than shoe manufacturers themselves. It is logical for them to jointly develop new products with shoe manufacturers.

"We need to strengthen the sharing of information resources between shoe brands and material manufacturers.

This is the original intention of the company and Korea to set up R & D centers in Hongkong. In addition to the advantage of Korea's R & D, we hope that we can collect market information from all over the world and share resources among our customers through Hongkong's international business platform, so that the information we feed back will be more comprehensive, more targeted and valuable than the brand's information. We understand the information of the latest shoe brands in the world, and brands can make the brand's deep expansion through our information.

In order to create a win-win situation.

Cai Qing said.