Brand Marketing Spawned Pformation Of Jinjiang Shoe Enterprises

In from April 19th to 22nd, the twelfth China (Jinjiang) International Footwear Expo will be held in Jinjiang, Fujian.

The exhibition area of this shoe Fair will be 50000 square meters and 1600 international standard booths will be set up.

We will set up three exhibition areas: footwear products, footwear machinery and shoe accessories, specially set up brand product Museum and small and medium enterprises exhibitors hardcover area. The exhibition range includes footwear manufactures, shoe materials and auxiliaries, chemical raw materials, shoe machines, leather, machinery and equipment, leather products and related scientific research design, information publications, books, etc.

Under the background of the warmer world economy this year, the shoe Fair will focus on the "shoes and capital, passion and Haixi" as the theme, highlighting the positioning of the trade platform, the industrial chain and the window of the exhibition of innovation achievements, so as to provide a "gas station" for the further development of footwear enterprises.

Shoemaking is the traditional pillar industry in Jinjiang.

In recent years, with the impetus of shoe fair, Jinjiang footwear industry has gone from a low end to a high end, from imitation to innovation, from extensive operation to fine operation, from OEM processing to independent licensing, from small factories to listed companies.

Brand is undoubtedly the magic weapon for Jinjiang shoe enterprises to win the market at home and abroad. It is also a catalyst for the pformation and upgrading of Jinjiang footwear industry.

Anta, XTEP,

Almost all of these domestic sports shoes brands come from Jinjiang.

In recent years, the footwear industry in Jinjiang has taken the initiative to adapt to the needs of market development. Relying on individualized, differentiated product positioning, denying large sums of money to hire image spokesmen, convening spring and autumn two quarter marketing conferences, and other forms, it is committed to expanding the brand's external influence. The city's footwear enterprises employ more than 70 movie and sports stars, and the annual advertising cost has invested nearly 1 billion yuan.

The leading enterprises such as Anta and Guo Hui are also participating in the top volleyball competitions such as the national volleyball league matches and the Chinese men's basketball professional league (CBA).

The continuous promotion of brand marketing strategy has laid a solid foundation for the rise of Jinjiang shoe brand cluster.

Up to now, Jinjiang footwear enterprises have 31 well-known trademarks in China, 9 famous brand products in China, and 36 national inspection free products. The total number of "national brand" brands account for more than half of the national sports shoes industry.

"The brand advantage of Jinjiang footwear industry is concentrated on the promotion of added value and the strict control of product pricing power."

Hong Yuquan, standing committee member and deputy mayor of Jinjiang Municipal Committee, told reporters that innovation is the theme of the pformation and development of Jinjiang footwear industry, and is also the highlight of all previous shoe fair.

"Most shoe companies are making breakthroughs in three aspects: tackling key technologies, establishing R & D centers and enterprise standardization strategies."

Hong Yuquan said that the Jinjiang municipal Party committee and the municipal government have introduced a number of policies to encourage enterprises to carry out independent innovation, guide enterprises to increase investment in research and development, and expand dumbbell shaped business models with "two heads in between and outside the center", so as to enhance the proportion of R & D investment and sales and social R & D investment.

In recent years, the "science and Technology Museum" has become a highlight of the exhibition.

The twelfth Shoe Expo will further display the technological connotation of the footwear industry by using high-end technologies such as sound, light and electricity. It will also divide the "science and technology achievements Museum" into the preferential policies and supporting measures of enterprises, the exhibition area of shoe industry scientific and technological achievements, and the exhibition area of technology innovation products of footwear industry, to show the latest scientific research achievements of universities and scientific research institutes and the innovative products of Jinjiang footwear enterprises.

According to Xu Rongfeng, deputy director of Jinjiang science and Technology Bureau, the Museum of science and technology achievements this year will highlight two new highlights of low carbon economy and patent product experience, and set up a "shoe box with measuring function" - the experience of patent product experience and special activities such as "scientific carbon reduction and participation between you and me".

Brand is the carrier of culture. Building brand culture with influence and penetration is becoming the focus of shoe industry in Jinjiang.

Jinjiang Shoe Fair is not only an effective platform for production and marketing butt, but a resultant force formed through products, brands and booths, which jointly carries the cultural connotation of footwear industry.

At the twelfth shoe fair, XTEP (China) Limited has a refreshing display of its fashionable and beautiful booths, leisure sports, space-time and perfect combination of daily life.

Ding Shuibo, President of the company, told reporters that after years of integration of brand culture, XTEP has become a fashionable and avant-garde brand culture and has won the favor of young consumers.

"The brand of shoes is the expression of people's emotional appeal in a deeper level. It reflects a way of life, attitude towards life and consumption concept."

Ding Shuibo said.

According to introducing, this year's shoe Fair will pay more attention to the interaction between industry and culture, and actively cultivate the footwear industry culture.

During the shoe Expo, there will be cross-strait college student sports shoes design competition, Jinjiang primary and middle school shoe culture animation creation competition, and a series of forums for service footwear development.

While strengthening brand and technological strength, Jinjiang footwear industry started its internationalization process with the help of Shoe Expo platform.

In recent years, the shoe Fair has gradually developed into a platform for the exchange of shoes technology, shoe fashion and shoes brand with international counterparts through the promotion of internationalization, scale, marketing, specialization and refinement. It has become a professional platform for Chinese footwear industry to engage in the production technology, shoes fashion culture and shoes brand management concept.

"Shoe Fair has changed from simply introducing international exhibitors to introducing advanced international concepts, thus promoting the true integration of Jinjiang shoe industry with international practice."

Hong Yuquan said.

According to the introduction, the international atmosphere of the shoe fair this year is more intense, attracting the well-known shoe industry enterprises both at home and abroad to compete in the exhibition. The internationalization effect of the exhibition will be more prominent: DuPont, Germany, Italy, Germany, Italy, and so on, and the shoe makers of Italy full fame group, ah Tong Gong and Japan Japan will participate in this shoe fair.