Jinjiang Shoe Enterprises Beat Beach Outdoor Sports Market

　　近年來，隨著戶外運動市場的不斷升溫，越來越多的國內外戶外品牌紛紛搶灘戶外運動市場，這些先行者當中不乏晉江鞋企的身影。隨著晉江“戶外運動”風潮涌動，一批看中國內戶外運動市場巨大潛力的上游供應商，決定先搶占這部分細分市場。在本屆鞋博會上，不少企業明確打出了“大戶外”概念，成為一個亮點。

So, in this new field, how should the upstream and downstream enterprises of Jinjiang go hand in hand?

Can "big outdoor" become another strong subdivision industry of Jinjiang shoe industry?

We have invited the following guests to discuss this issue.

At present, many Jinjiang sports shoes enterprises have launched the concept of outdoor sports equipment.

At the same time, many suppliers of raw materials have begun to specializes in this field, providing professional raw materials for finished shoe enterprises.

At present, the outdoor segmentation market seems to be favored by the majority of the industry. How do you view this phenomenon?

Chen Ruidian: from 2003 to 2006, the outdoor sports market was not good. After 2007, the outdoor sporting goods market began to produce huge market potential. This not only attracted more famous international brands, but also made the domestic brands grow from scratch to maturity. Camels also opened the market quickly at this stage.

Now, it can be said that outdoor sports is the best opportunity for development.

Xu Rongsheng: Nowadays, outdoor sports are no longer a professional sport. It has become a popular fashion lifestyle. Outdoor consumption has gradually become an important part of family consumption. More and more outdoor sports brands have begun to focus on the pformation from specialization to popularization.

Compared with the positioning of international professional outdoor brands, the concept of "Outdoors" in the operation of outdoor sports brands in Jinjiang has gradually moved towards the life of ordinary people.

It can be said that many outdoor brands that are about to start or are operating in Jinjiang happen to have taken the "big outdoor" market express.

Ding Minghui: actually, the consumption group of outdoor products has changed over the past two years.

Due to the characteristics of outdoor sports products, especially the outdoor shoe in the design, style, taste, technology content, more fashionable elements, many white-collar workers and high-income people are also involved in outdoor sports consumption trend, consumer groups also from the popularity of professional outdoor crowd, led to the rapid development of outdoor sports brand.

Zhang Fasong: the development of outdoor sports promoted the development of outdoor industry, and eventually separated it from the traditional sports industry and formed a separate industry.

Outdoor sports is still a blue ocean to be developed for shoe companies.

The great success of Lining and other traditional sports brands undoubtedly gave the domestic outdoor brand great confidence.

Shoe enterprises should work hard in the fields of new product creation, brand remolding, marketing mode upgrading, product line expansion, channel expansion, re planning of the national market, establishment of key markets, management of companies and upgrading of core technologies. This will help domestic shoe enterprises compete with foreign brands.

We found that in this year's shoe fair, some shoe and shoe suppliers clearly defined themselves as "experts in outdoor soles".

Some leather suppliers have developed a series of products for outdoor sports shoes, and the upstream and downstream enterprises have begun to work together. How do you think you need to integrate the two party resources?

Ding Minghui: the demand for outdoor products in the international market is increasing year by year, and the diversification trend of outdoor areas is becoming more and more obvious. Outdoor mountaineering shoes, outdoor hiking shoes and outdoor beach shoes need more professional sole suppliers to support the development.

Although the domestic outdoor sports market is just emerging, there are also some emerging outdoor brands.

Therefore, by providing sole sole development for domestic outdoor brands and the role of the professional supplier of upper shoe material, we can slowly drive the development of the local and domestic outdoor sports market.

Xu Rongsheng: shoes and clothing are the core products of outdoor sports equipment. Outdoor sports shoes have very high requirements for anti-skid, waterproof, antistatic and other functions, and even higher requirements for clothing function. This requires strong support from upstream fabric enterprises.

At present, the domestic shoe enterprises are not perfect in the outdoor sports shoes and clothing industry, and there are few enterprises specializing in outdoor sports functional fabrics and outdoor sports shoe materials, and there is no cluster effect.

This shows that outdoor sports shoes and clothing industry to develop, there must be new materials, design and production technology to provide industrial support.

We are already good at making shoes, so we should give full play to our local advantages and learn from the professional outdoor supporting services. We should learn some advanced concepts of foreign top outdoor brands. Only by working together upstream and downstream to make Jinjiang's outdoor market bigger can we get a cup of profit in the increasingly developing domestic outdoor market.

Zhang Fasong: as more upstream shoe materials focus on the outdoor market, over time, it will form a platform spontaneously. Through this platform, the upstream and downstream exchanges can not only get the latest popular information and market demand, but also pour into a continuous stream of information for the development and design of classic outdoor shoes style.