Su Chao Ying: Interpreting The Development Trend Of Outdoor Footwear In Quanzhou

After the rapid development of casual clothing industry, outdoor leisure industry has blowout and become a new growth point in the domestic market.

Under the background of rising raw materials, how can enterprises avoid the pressure brought by cost through pformation and upgrading?

Yesterday, in an outdoor autumn and winter new product conference, Su Chaoying, executive vice president and Secretary General of the China Leather Association (hereinafter referred to as "Su"), accepted the interview with our reporter (hereinafter referred to as "Ji").

   　　 目標(biāo)群體

Taking public customers as the breakthrough point

Reporter: from the perspective of the whole industry environment, the footwear industry in Quanzhou is entering the outdoor leisure industry at the right time. Please talk about the advantages of Quanzhou as a breakthrough in comparison with Guangdong and Zhejiang.

Su: at present, the outdoor brand in the domestic market is not biased towards professionalism, but also focuses on two extremes of leisure. The comprehensive outdoor clothing is still blank in the domestic market.

It has to be said that the outdoor leisure industry in Guangdong and Zhejiang has developed relatively mature.

In particular, Wenzhou's outdoor leisure products have become a relatively sound industrial cluster in the locals. The product content has broken through the traditional outdoor clothing, backpacks, camping equipment, and expanded to sports equipment, outdoor leisure products and equipment.

Compared to the two regions, Quanzhou can break through the casual clothing of the customers in the outdoor leisure industry, and make full use of the original foundation to develop outdoor all-purpose outdoor leisure brands such as outdoor jackets, multi-functional trousers and rain protection equipment.

 　　   市場(chǎng)前景

Domestic capacity reached 10 billion yuan in 5 years.

Reporter: domestic market demand is increasing, and the pressure of leather raw materials is constantly rising. Will outdoor leisure products replace casual dress products to become the focus of consumption in the domestic market?

Su: can not be said to replace completely, we can only say that this market share is gradually expanding in the domestic market. The price increase of leather is a trend which is difficult to change before the end of this year. This will also lead some of the larger leather enterprises to divert part of their productivity to outdoor products.

In recent years, outdoor leisure products have gradually become a new way of dressing in China.

In 2008, the annual output value of China's outdoor products market reached 3 billion 500 million yuan, and the total retail sales of outdoor products increased by 53%. It is estimated that in the next 5 years, China's outdoor market capacity will exceed 10 billion yuan.

From the domestic demand point of view, Quanzhou enterprises enter the outdoor leisure products, no doubt will effectively enhance the order quantity and profit space.

 　　   戰(zhàn)略戰(zhàn)術(shù)

Main battle market in China

Reporter: how should enterprises in Quanzhou pform to produce outdoor products?

Su: the industrial layout should be dominated by the domestic market.

As far as I know, most of the most popular leisure products in China are from abroad, which indicates that there are huge business opportunities in China.

Enterprises should set up brand operation centers specially, invite experienced professionals to conduct comprehensive operation, and make full investigation and analysis of the market, build 5 to 10 sample markets, and gradually connect with the construction of hundreds of terminal outlets.