The Ninety-Eighth China Footwear Leather Exhibition Reveals Industry Trends

The 3 day "ninety-eighth China shoe industry leather goods fair" and "famous brand shop" docking exhibition last month came to a close.

The exhibition hall delivered a common voice: the shoe industry brand should strengthen the docking with department stores.

As a matter of fact, the problem of unbalance between brand and channel was raised early in Wenzhou last year.

On the one hand is the desire of domestic shoe enterprises to pform and upgrade channels. On the other hand, it is a bottleneck in the development of domestic channel channels, and little is known about local shoe brands.

As a result, the footwear industry and department stores should complement each other and become a consensus reached by the industry during the exhibition.

　　后起品牌找新渠道

Building a monopoly chain system with street shops has always been the strength of Quanzhou sports shoes brand, and also the foundation for the rise of Quanzhou sports shoes brand in the domestic market.

With the rising cost of street shops and the shortage of resources, some sports shoes brands have begun to turn their attention to department stores.

For some newly rising sports brands, department stores have also become a new channel for them to catch up with their competitors.

As a newly rising brand of sporting goods industry, the seven wolf fashion movement took thousands of stores all over the country in five years and became a dark horse in the domestic sports brand.

As a sports brand later, the seven wolves fashion movement also hopes to actively graft the resources of department stores through the participation of exhibitions, and enrich the domestic sales outlets system.

The responsible person of seven wolf sporting goods Co., Ltd. said that street shop has always been the advantage of Quanzhou sports brand. Under the condition that the layout of domestic street shops is becoming more and more saturated, many brands begin to seek breakthrough in channel mode from department stores or sports city.

XTEP (China) Co., Ltd. three years ago, the Disney movement represented by the sports brand is also a new face.

In order to get closer to the department store resources, the Disney Sports will not only participate in the exhibition but also place the autumn and winter orders of its products to the exhibition hall.

Ye Shuangquan, general manager of Disney Sports Department of XTEP (China) Limited, said that China's sporting goods market "department store monopoly shoes city" tripartite format is taking shape, and the brands have different emphasis on the choice of three formats based on different specialties and specialties. For the Disney Sports with international brand background, department stores are a channel for their future focus.

For the Shishi baseball shoes and footwear company holding the brand of American baseball players, it is the first choice for them to actively graft their department stores.

Ge Hongyin, deputy general manager of the company, believes that a brand must go outside and enhance its brand height. The best channel is department stores.

He said that compared with self built stores, shopping malls will have more advantages in improving brand grades and costs.

"For the Nanjing Road Pedestrian Street in Shanghai, even a small exclusive store will cost millions of dollars or tens of millions of dollars a year, and if we enter the department store on the Nanjing Road, the store will only get the sales commission of the brand, and the brand will not have to pay any other expenses.

Moreover, through the direct docking of brands and department stores, the intermediate links of agents can be omitted, and the advantage of brand development in cost control is gained.

For example, he said, "for example, the new world department store has an area of only more than 30 square meters, and its sales can reach millions of dollars a year."

　　溫州品牌帶來啟發(fā)

Because last year's Wenzhou brand had a joint event with grocery associations to host famous shops in the Department of grafting, the Wenzhou brand gained a lot in connection with department stores.

Wang Shengrong, general manager of Jill's shoe marketing center, stressed to reporters that "exhibitors and Kung Fu are beyond poetry."

"We have done a lot of preparatory work before we participate in the exhibition, and mobilized a group of branch managers to negotiate at the scene personally. The manager of the Hefei branch company is very successful this time. The manager of the more than 10 shopping malls in Anhui understands the situation and asks for deeper cooperation."

He said.

During the 3 days of the exhibition, the popularity of Paul Getty's exhibition hall was very strong. Tu Jianbing, the chairman of the company, said in an interview with reporters: "the main purpose of this exhibition is to promote the brand image, enhance brand awareness and establish the confidence of the franchisee team."

AOKANG group responsible person told reporters that during the exhibition, Beijing Yansha, Nanjing Golden Eagle, Shanghai Bailian, Yichang China World Trade Center, Yintai group and so on actively discuss with them. There are more than 10, twenty or thirty intentional cooperation.

Kangnai Shoes Co., Ltd. staff said that the exhibition reached thirty or forty cooperation intentions.

He disclosed that in the second half of the year, the company will launch a new brand of high-end positioning. First, we want to establish a good relationship with the department store and lay the foundation for the next work of investment promotion. Secondly, we want to take this platform to understand the operation mode of other high-end brands.

Relevant personnel of Jill Shoes Co., Ltd. said that its Anhui, Sichuan and other sub companies have conducted in-depth negotiations with local shopping malls, and reached a cooperation intention.

　　港臺(tái)鞋商推新舉措

At this exhibition, the reporters saw some businessmen from Taiwan exhibiting in the way of "Taiwan high quality footwear development alliance".

Among them, wing en group with Daphne, love, love three famous women shoes brand appeared.

The thin shoes, known as "the first brand of Taiwan shoe industry", are also amazing. They want to use the channel express channel built by this exhibition to quickly open the mainland market.

The shoe making industry in Taiwan is famous for its processing and manufacturing, but there are few enterprises that create their own brands.

Thin leather shoes are one of the rare brands of shoes in Taiwan. At present, the brand is the leader of Taiwan shoe brands.

Luo Rongyue, general manager of the company, is full of hope and confidence in the mainland market.

He said that the emanate shoe industry will enter the mainland market by the end of this year, and that the exhibition is a preheating of brand awareness and a good opportunity to make contact with mainland merchants.

In addition to the Taiwan brand that wants to borrow the department store to enter the mainland market, there are also exhibitors who urge mainland brands to sell to Taiwan.

Reporters at Shishi Shishi Shoe Co., Ltd.'s booth to see that the company is negotiating with the Taiwanese businessman Yixing Shoes Co., Ltd. Xie Shui Jin cooperation intentions.

According to the introduction, the billion star company and the company have worked many times before processing, and this discussion is to explore the company's "honorable" brand sales agent in Taiwan.

This is the first time that the Hongkong brand has been unveiled in the mainland market. Its innovative shockproof elastic high-heeled shoes have allowed many viewers to stop and experience cooperation.

The brand official said that the exhibition was intended to collect feedback information from the mainland market channel providers, and there will be further strategic planning later.

The DR-HONG brand, also from Hongkong, has the main function of "function card", and puts forward the concept of "three sides protection foot". In the exhibition hall, an instrument and equipment are installed for human experience, vividly conveying the product superiority and brand characteristics.

　　■相關(guān)鏈接

The ninety-eighth China shoes industry leather goods Fair has attracted department stores, chain shoes city and excellent channel traders from China, Korea and Japan to come to purchase.

Not only does Ma Xinsheng, the chairman of Shanghai Bailian Group, and Zheng Wanhe, chairman of the Wangfujing department store group, come to the exhibition site, but also have more than 30 Japanese and Korean brand buyers, more than 260 Sino 100 Association governing units, 180 more famous department stores purchasing managers and 120 national chain retailers and footwear city leaders, who are the strong purchasing power of this exhibition.

Fan Yujie, Deputy Secretary General of the footwear department of China general merchandise Association, said that as China's retail industry's important stronghold, China's department store industry is facing the bottleneck of homogenization and differentiation. How to find a balance between scale expansion and healthy and sustainable development is a major problem that puzzles people in department stores.

At the same time, as the best display platform of brand image, how should department stores play their own advantages and promote the upgrading and development of local ethnic brands? This is the thinking task entrusted by the society to department stores.

He said that this exhibition will break the industrial pattern of "information asymmetry in research and development, uneven channel access and disorderly market competition" in China's footwear industry, conform to the demand for docking between brands and channels, build bridges for Chinese and foreign shoe industry, leather goods and other famous products, as well as key shopping malls and shoe stores in China.