Jinjiang Shoe Industry Enters The Era Of "Big Outdoor"

August 24th, a few days ago, the Nanjing Asian outdoor exhibition in 2010 came to a close, Jinjiang outdoor. brand The collective appearance, let us once again see the brand trend of "outdoor sports" in Jinjiang. Will the intervention of outdoor brand power bring the scale effect of the domestic outdoor market? Will it change the retail mode of the original outdoor market? Can the "big outdoor" become a strong subdivision industry of the Jinjiang footwear industry? Where are the characteristics of Jinjiang's outdoor road? outdoors Product practitioners and experts discuss the above issues.

The current guests:

Chen Ruidian, chairman of outdoors outdoor

Xu Rongsheng, general manager of the US Lions Club

　　 Fuxin Xu Tengda, general manager of footwear industry

Madison (Beijing) International Advertising Co., Ltd., chief planner Zhang Fasong

"Jinjiang is open to the outdoors." market Intervention will produce scale effect ".

In the past two years, the outdoor industry has been on a rising trend. A number of outdoor brands have entered the domestic market at home and abroad. Nowadays, the competition of outdoor brands is becoming increasingly fierce. How do you view such competition?

Chen Ruidian: as early as 2003 and 2004, because of the early contact with foreign outdoor industry, I sold the outdoor shoes made of outdoor shoes as warm shoes. At that time, there was no outdoor concept in the whole domestic market. In Jinjiang, it was difficult to purchase outdoor fabrics and leather.

Now, with the increasing popularity of outdoor identity among domestic mass groups, the outdoor footwear industry chain in Jinjiang has begun to enrich. A lot of supporting shoe materials have played the slogan of experts on outdoor soles, which can be easily purchased for a series of shoe materials developed outside the door, which is a strong backing for Jinjiang outdoor brand cost control.

Xu Rongsheng: in Jinjiang, outdoor shoes, like the previous years' sports shoes industry, form an upstream and downstream industry chain. What advantages does the local industry chain bring to us to make outdoor brands? That is the price advantage of cost control.

Now, it is understood that several outdoor brand production areas are mainly concentrated in Shanghai, Guangzhou, and our Jinjiang. The market price of the first two is usually 300-700 yuan, much higher than the price of the local brand in Jinjiang. Although more and more brands have seized the cake of the outdoor market, we still have the competitive advantage of the industrial chain on the same starting line.

I think, let more outdoor brands participate in this market, in order to promote the rapid growth of the outdoor market, in a word, if you want to eat cake, you should learn to make cake first.

"The rise of outdoor brands or the transformation of retail sales"

Jinjiang Economic Daily: now, outdoor brands are advocating outdoor one-stop shopping, will it make some changes in the original outdoor brand channels, thus leading to the change of the "big outdoor" market structure?

Chen Ruidian: Nowadays, there are two kinds of outdoor channels, one is shopping malls, the other two is outdoor stores. The terminal providers of open shop often have to contact several suppliers to get the goods, so that they can get the same stock. Among them, because the products are mixed with fish and birds, the image of each brand in the shop is deficient. The terminal retailers have difficulty in running, and consumers often have to run several brands to complete the purchase.

I dare say that these terminal retailers are very much in need of a wide range of product brands to cooperate. The rise of large numbers of outdoor brands in Jinjiang and even in China provides them with more opportunities, whether from brand policy support or terminal retail counseling.

At present, many outdoor shop owners are friends, and the retail management and terminal display are not good. These rising outdoor brands have promoted the transformation and upgrading of the entire outdoor retail market from extensive to meticulous.

Zhang Fasong: direct shops, shopping malls, large sporting goods stores, outdoor professional retail stores, private brand stores and so on can all become outdoor brand sales channels, but after all, the key points of big brands and small brand marketing channels are different. They are suitable for different brand strategy choices. They are good choices for outdoor outdoor products, shopping malls, large sporting goods stores, outdoor professional retail stores, private brand stores, etc. but for "high quality pure" outdoor products, Direct stores and brand experience hall are ideal choices.

In any case, the process of outdoor branding will really push the transition from bulk to monopoly, because the monopoly terminal mode is an important signal for the brand.

Jinjiang is suitable for the "Outdoors" road

Jinjiang Economic Daily: compared with Guangzhou, Beijing and other brand operation modes, what is the difference between Jinjiang's outdoor brand operation mode and its advantages?

Chen Ruidian: the outdoor brands of Guangzhou and Beijing are mostly separated from production and marketing. The cost control of simple brand operation is often higher, so the price tends to remain high. Jinjiang brand relies on the outdoor footwear industry chain which is quite perfect in the production area. After forming the scale effect, it can create cheap outdoor shoes, the price is about 30% lower than that of Guangzhou and Beijing, and the difference between the two is not far from the quality. The price advantage of Jinjiang brand is prominent.

However, outdoor products in Guangzhou and Beijing are more focused on professional functions, which is related to the early international trade in outdoor products they are engaged in. However, from the present point of view, the focus on outdoor functionality is only suitable for a small group of people in China. Jinjiang's congenital conditions and acquired Market factors are all determined. Jinjiang outdoor brand will continue to "Outdoors" concept and make a fashionable outdoor style shoes.

Xu Tengda: the current outdoor sports market mainly exists in two forms. One is to adhere to the professional concept of "small outdoor", and the other is to do the concept of "big outdoor". Therefore, Jinjiang shoe enterprises consider more outdoor sports, but there are also some high-end professional outdoor products series to enhance brand image.

As a matter of fact, most of the international brands entering the domestic market are mainly professional outdoor sports. Such products emphasize professionalism, high positioning and fewer terminal outlets, which make the consumer groups relatively narrow, while domestic professionals do not have enough outdoor sports brands and lack professional skills.

This shows that the domestic outdoor market space is huge. We have many years of experience in production and operation of outdoor sports and leisure products in Europe and America. We also have a deep understanding of the domestic market demand. On the basis of professional consideration and considering the needs of domestic consumers, we believe we will be able to successfully enter this niche market.