Quanzhou Footwear Enterprises Expo "Concession" Marketing

In the new products that will be listed on Baofeng footwear industry, slippers with the logo of the Expo and the brand of Bao people will become the biggest selling point for Baofeng to open up the domestic market.

Baofeng shoe industry vice president Guo Ping told reporters that in the past export oriented positioning, Baofeng slippers have been in the "wall inside the flower wall fragrance" situation.

After a long period of international market operation, Baofeng has successfully captured the trend of the international slippers Market, basically able to synchronize with the international market trend, while World Expo is the best opportunity for Baofeng to open up the domestic market.

Guo Ping told reporters that the World Expo licensed products did not involve slippers, and Baofeng took the initiative to get in touch with the relevant agencies of the World Expo Bureau.

"At the very beginning, they thought it was weird too. They might simply think that slippers had nothing to do with World Expo.

But after our introduction and recommendation, we found that slippers can also be colorful or low carbon, which are very compatible with the theme of World Expo, advocating a happy life and better city.

Like every franchisee in World Expo, Baofeng ushered in a rigorous inspection by the relevant agencies entrusted by the World Expo Bureau.

It is not very difficult for us to pass the factory inspection.

Guo Ping said that Baofeng is a long-term supplier of WAL-MART and other international buyers, and has reached and surpassed international standards in terms of labor, environmental protection, technology and so on.

It is understood that the Shanghai World Expo logo franchising means that the organizers authorized the qualified enterprises at home and abroad to produce and sell World Expo intellectual property products with the name, emblem and mascot of Shanghai World Expo, while the enterprises provide financial support for the preparation and organization of Shanghai World Expo through the way of paying royalties to the organizers.

The reporter saw from the official website of World Expo that at present, the licensed commodities in World Expo include shoes and clothing, household textiles, toys, household ceramics and other categories, which basically cover Quanzhou's shoes, ceramics, toys, food and other leading industries. However, at present, only Baofeng (licensed manufacturers and retailers), Gage (franchising suppliers), Huaxiang Yuan Industrial (Tieguanyin licensed manufacturer), etc., as well as the long Shang super fiber, have entered the World Expo indirectly.

In all previous World Expo, franchising has increasingly become one of the main ways to get revenue in addition to sponsorship and ticket revenue.

Insiders say that with the approaching of World Expo, the sale of licensed products will usher in a rush hour.

On March 24th, 38 days from the opening of World Expo, Shanghai, the exhibition fair for Expo 2010 opens again in Shanghai.

Xin Juehui, Minister of sales management of Shanghai World Expo chartered commodity management office, told the media that the sale of licensed products in the Expo has exceeded 8 billion yuan, mainly for souvenirs such as precious metal products, stationery and toys.

At the same time, it will create a sales peak during the opening of World Expo and the opening of the park.

According to the press, more than 6000 licensed commodities have been put into the market, and more than 3000 retail outlets of the Expo have been exported to 31 provinces and autonomous regions in China.

In World Expo, retail sales are expected to increase to more than 4000.

Quanzhou child shoes brand ABC is located in the World Expo performing arts center in Shanghai monopoly store, and will also start the business at the end of this month.

It is understood that the Expo Performing Arts Center, one of the most important permanent venues in World Expo, Shanghai, will undertake various kinds of large-scale performances and activities in World Expo to meet the needs of World Expo's large-scale theatrical performances. It is a cultural gathering area with comprehensive performing arts, artistic exhibition, fashion entertainment, entertainment and entertainment.

Because of this, its shopping area has become a battleground for the military.

In January 24th of this year, the "model store" opened by Shishi gage garment company in Shanghai World Trade mall was officially opened. The "model shop" sells Shanghai World Expo licensed products, including the special clothing provided by gage for World Expo's licensed production of "volunteer clothes" and "security clothing".

According to gage's chairman Wang Yanzhu, gage was also screened by Shanghai World Expo Bureau and became a supplier of Shanghai World Expo licensed commodity production in early 2009.

It is understood that in 2009, the company withstood the pressure brought by the financial crisis, invested a lot of energy in R & D and production of World Expo products, and jointly made bold innovations in the fabric of Taiwan enterprises, so that the special products produced were highly competitive.

Because gage's "volunteer clothes" and other special clothing, from fabric to style have high technical content, has been unanimously affirmed by the Shanghai World Expo Bureau.

Unlike licensed manufacturers and retailers, sporting goods in Quanzhou will also gain a lot of attention in World Expo.

Before and after the World Expo in Shanghai, there will be more than 200 thousand of the volunteers in the park and outside the park, wearing the sports equipment provided by Quanzhou brand, XTEP and 361 degree brand, shuttling in the park and Shanghai's major pportation arteries and scenic spots. While spreading World Expo, it will also greatly spread the sporting goods brand of Quanzhou to the world.

It is understood that in order to embody the spirit and demeanor of the volunteers, the World Expo Bureau has hired experts to act as consultants, constantly modifying and perfecting the clothing design, determining the colors, patterns, fabrics, printing schemes, and technological processes of the garments, so as to ensure the ecological protection and comfortable health of the volunteers' clothing, and finally chose the Quanzhou brand XTEP and 361 degrees as the principal partners of Shanghai World Expo volunteers, providing clothing sponsors for Shanghai World Expo Park and urban volunteer service stations respectively.

The financial crisis has greatly affected the survival and development of many export-oriented shoe and clothing enterprises.

For this reason, since last year, gage has stepped up its promotion efforts. Among them, the biggest handwriting is to become a designated supplier of knitted garments in World Expo, Shanghai. During this period, it will cost nearly 10 million from Expo admission to product development.

Wang Yanzhu's idea is very simple, the more depressed times, the more need to prove their strength, so that they can contribute to the Expo in China, and secondly, they can exercise their own team, and third, we can develop new channels for our future development.

Therefore, "I really don't care much about how much money can really be made from World Expo," Wang Yanzhu said.

Wang Yanzhu told reporters that as a licensed supplier in World Expo, it is not only the Expo Bureau itself that wants to purchase from gage, including the exhibition hall in the Expo site, the entire Shanghai Hotel industry, the large commodity retail industry and other service industries, all require the licensed suppliers to purchase the licensed commodities.

In order to prepare for the Expo, Wang Yan built a highly well-known design team from the United States, hoping that all of the products supplied will be recognized and satisfied by some franchised retailers, and will become a long-term supplier and partner after the end of World Expo.

"The market space in World Expo is very large. At present, we only blame ourselves for not enough production capacity."

According to Wang Yanzhu, the products that have been provided have been affirmed and praised by the relevant departments of the Shanghai World Expo Bureau for several times, and the number and variety of special commodities for them have increased. Now they are doing everything possible to increase production on the basis of ensuring quality.

Analysis of the industry, Shishi this only 160 square kilometers, 300 thousand of the household population of small space, there are large and small 6000 to 7000 garment manufacturing enterprises and clothing industry supporting enterprises, the vast majority of OEM based.

Although the qualification of the franchised production supplier is not good enough, the Expo Bureau does not allow the orders to be distributed to other enterprises. However, other OEM enterprises can cooperate with qualified enterprises in the case of meeting the relevant standards, and compete for the "World Expo" cake in Shanghai through other channels.

Peers are not just friends.

In fact, the new mode of development of private enterprises is also the first time in World Expo.

In 2007, Shanghai's 20 private enterprises engaged in textile production and export were out of the ordinary. They took the "big list" of World Expo, Shanghai, China in 2010. Shanghai's new world proud Limited by Share Ltd, jointly invested by these 20 enterprises, became "China 2010 Shanghai World Expo licensed products senior sponsor".

According to the insiders, by leveraging the innovation of the service mode of the trade associations, the 20 small and medium-sized private enterprises attacked this group. In the sponsorship activities of the enterprises participating in the production of the National Convention and Exhibition concession products, "Xin Shi Ao" was a successful precedent.

This shows a new direction of development for foreign trade processing enterprises with export oriented business.

How big is cake in World Expo?

The Shanghai World Expo Bureau has a rough statistics. 20 billion, this data is basically the same as the Beijing Olympic Games.

As World Expo draws near, the development and listing of licensed products in the World Expo has entered a climax.

According to the data, more than 20 thousand licensed products can be bought in World Expo during the market.

However, after the successful opening and closing of the Beijing Olympic Games in August 2008, a number of textile and garment franchising enterprises appeared "franchised sequelae" - a large number of stocks could not be digested. Among them, Adidas's "inventory door" triggered a big discussion in the industry. Many Quanzhou sports and clothing brands also indicated that because of the optimistic estimation of the Olympic market and the financial crisis, everyone's stock was not small.

Two years later, the impact of such a stock door incident is still there.

This is not a worry between World Expo franchisees such as gage, Baofeng and so on.

The answer is not no, Wang Yanzhu said. He stocks more raw materials, such as silk and cloth, which are needed in the market. Once the orders are placed, they will be put into production immediately.

According to the insiders, orders from World Expo tend to be large and timeliness requirements are high. Orders that may just arrive will be required in a month, which will require higher response speed to suppliers.

Therefore, some franchised producers or suppliers are still having some stock.

It is undeniable that the good operation of World Expo can benefit the future of the enterprise.

Because the franchisee's access threshold is relatively high, the ability to obtain such qualification is the performance of the enterprise itself. From the development of new marketing channels to the new mode of enterprise development, the influence is everywhere. For example, Jinjiang's Rong Shang super fiber is the leather material provided by the World Expo multi-media cinema seat. Under the "Expo effect", on the basis of maintaining the steady cooperation with many famous shoes and enterprises in Jinjiang, the company has also made another turn: "World Expo" will enter the high-end market of leather, the "car seat" market.

It's not just for World Expo. It's probably the best place for World Expo to reflect its value.