Foreign Legions Are Rushing To Jinjiang Children'S Shoes Industry.

Recently, Ma De Feng, deputy general manager of Jinjiang Mingwei shoes and Clothing Co., Ltd. drove to and from Jinjiang, Quanzhou. All the new "born" billboards for children's shoes made him feel delighted and somewhat partial.

Recently, children's shoes enterprises from Zhejiang, Guangzhou and other places have been rushing to Jinjiang. Guangzhou's star fantasy world has officially set up an operation center in Jinjiang. The Zhejiang shepherd boy has already started looking for sports shoe category partners in Jinjiang, while Zhejiang's ABC children's shoes, after headquarters in Jinjiang, have made the sales volume the first in the industry.

The local new army is ready to go, and the Foreign Legions are rushing to the beach. The children's shoes industry in Jinjiang has ushered in a blowout development, which makes Ma De Feng happy and worried.

In the face of increasingly fierce competition in the domestic children's shoes market, will the invasion of children's shoes in the field not only compress the inherent survival space of local children's shoes enterprises? How can the brand of children's shoes in Jinjiang learn its essence, foster strengths and circumvent weaknesses, so as to grow rapidly and drive another round of industrial upgrading?

Foreign children's shoes advance into "brand capital"

In May 28th, Guangzhou step up international "star fantasy world" children's brand held the first investment promotion meeting in Jinjiang.

At the meeting, step up international formally announced that it will set up step up shoes and garments (Quanzhou) Trading Co., Ltd., which is responsible for the operation of "star magic world" brand.

For the overall effect of the first investment, Ling Xuecheng, general manager of step up (Hongkong) International Footwear Industry Co., Ltd., expressed satisfaction. "We have recruited more than ten provincial agents. The shoes we produced are quite distinctive, and are favored by a large number of agents."

In the past two years, in the face of the increasingly expansion of the domestic children's goods market, foreign brands such as BBC entered the domestic market one after another. He was unwilling to decide to turn the bow and carry the "star fantasy world" into China.

It is regrettable that although step up international in Dongguan has done more than 20 years of foreign trade children's shoes, has a good production and research base, but suffer from the lack of domestic sales in Guangzhou area, the brand's road has been difficult to break through.

So he decided to come to fame.

"Jinjiang is the capital of brands, where there are many brands of adult shoes or children's shoes, and the atmosphere of brand building is very strong.

At the same time, the rich customer resources, human resources and advantages of industrial clusters are incomparable anywhere in the country.

Everything is just like Ling Xuecheng's wish: the product advantage plus the rich resources of the brand capital has made the star market succeed in leveraging the domestic market, though it is only the beginning, but at least it is an important footnote.

This is also looked at by the shepherds of Zhejiang children's shoes enterprises.

It is understood that the brand of children's shoes in Zhejiang area is usually known as small leather shoes, and the mastery of sports shoes is still in short supply.

In order to complete the early stage of brand building needs, the shepherd boy decided to go to Jinjiang to seek deep cooperation partners and borrow the advantage of the industrial cluster that the brand name cannot replace, so as to perfect the combination of children's sports shoes as soon as possible.

"It's easier to build a product advantage here. Imagine that not only low cost, good quality, but also guarantee the renewal speed of style, is it more competitive in the category of sports shoes?" a journalist familiar with children's shoes in Jinjiang and Zhejiang told reporters.

{page_break}

Make up for the short board of local children's shoes design

Although Jinjiang children's shoes are proud of the advantages of the sports shoes industry chain, a group of foreign children's shoes are now exploring the foundation of the alliances. But in fact, the powerful production capacity has ensured that the Jinjiang children's shoes are out of the same circle of development and design.

Some people in the industry have never been so shy about the evaluation of children's shoes in Jinjiang: "cats are many, rats are many, and products are almost the same. This is Jinjiang's characteristics."

Product R & D has long been a bottleneck for children's shoes to break through in Jinjiang.

Huang Congming, marketing director of Yu speed sporting goods Co., Ltd. said, "in recent years, Jinjiang children's shoes are competing with themselves, and now the wolf outside is not a good thing."

In Huang Congming's eyes, the excellent genes of these wolves can be learned and understood by Jinjiang children's shoes.

"All along, the children's shoes in Guangzhou are located in the high-end, especially in the development of children's shoes, and the trend of the development of children's shoes is very easy to grasp. This is worth learning."

"Children's shoes in Jinjiang should no longer be spelled out. They should learn from Guangzhou and make efforts in their own research and development so as to make breakthroughs in the development of their respective brands."

Ma Defeng told reporters that in the past two years, there are still a large number of old brand children's shoes in Jinjiang.

The local operation of children's shoes in the field may give Jinjiang children's shoes a good opportunity to get a good month.

As a native of Jinjiang, Wu Yuming, general manager of 100% baby shoes, said: Jinjiang is willing to fight and dare to do. It must be better than others. By learning, Jinjiang children's shoes will eventually form a development pattern with sports shoes as fist products and other products.

{page_break}

Bring a new round of industrial upgrading?

In the face of outsiders, Jinjiang children's shoes enterprises see the pressure of competition, but more often, they see the future of the increasingly booming children's products industry. Everyone is pushing the upgrading of the whole children's shoes industry. The monopoly mode is the signal lamp for this industry and brand upgrading.

"Before, who has big factories and who will be cattle, and has the backing of production capacity, so long as the production and supply are guaranteed, what products can be sold! As more and more children's shoes brands appear on the market, in order to make a stand, the children's shoes in Jinjiang have begun to improve in the production process, but only a little profit can be obtained in the bulk lots."

Ma Defeng said.

"Your shoes are 35 yuan more expensive than anyone else's, and you can't sell them in the market!" Wu Yuming sighed. This also means that the pursuit of profits by research and development alone has been seamless. Therefore, the brand mode of the pformation monopoly has been active in the market, and Jinjiang children's shoes are running in the enclosure.

Overnight, Guangzhou, Zhejiang and other enterprises to pursue the Jinjiang mode also accelerated the introduction of this industry monopoly mode.

"Guangdong brand positioning high-end, often limited to one or two types of cities, under normal circumstances, seven or eight brand markets are saturated.

If the outsiders want to enter, they can only find other channels, and expand the two or three tier cities' monopoly system and make the brand possible. "Huang Congming analysis."

As one of the representatives of foreign brands, Ling expressed his approval. However, he believed that foreign brands would help to catalyze the pformation of the local monopoly system at an early stage, and the other monopoly mode, the life hall, could also bring some thoughts to local enterprises.

Of course, for example, Wan Tai Sheng's cartoon life hall and foot friend's children's life hall are almost the same. We can learn from each other and learn from each other. On the information platform, after all, the competition of the monopoly system will eventually lead to the upgrading of the market and the progress of the industry.

It is summed up by a common saying in the industry, although the tide has been washed away, the monopoly system has made the total market go up. The plate of children's shoes industry has grown larger, and Jinjiang has become a brand base for children's shoes.