Shoe Materials Enterprises In Jinjiang Open Up A New Mode To Reach The Downstream Areas.

Jinjiang

September 7th, recently,

As a supplier of shoe materials, it will directly extend its tentacles to the downstream areas, and introduce its own finished shoes brand and directly oriented products to consumers.

However, whether shoe materials enterprises should run the terminal brand? Many people in the industry believe that there is a certain risk in the move, which may lead to the phenomenon of "two ends empty". If the shoe material enterprise intends to "test the water" terminal brand, we need to assess the risks.

Shoe material "test water" own terminal brand

Recently, there are some big billboards on the road such as Chendai River in Jinjiang, which express the sensational advertisement of Wan Jia Xin Garden shoes. We can not change the speed of the wind, but it can change the wonderful.

Wan Jia Xin, one of the leading brands of shoe sole industry in Jinjiang, has officially launched its own brand of finished shoes - Happy gallop.

As early as two years ago, Wan Jia Xin began to enter the market of EVA footwear products, with the intention to extend to the field of finished shoes, but it has always been a small scale and small batch of "test water".

It is understood that at present, the development of local garden shoes is only limited to slippers and sandals, and does not involve high-end footwear products. Wan Jia Xin has expanded the development of garden shoes to skateboard shoes, casual shoes, mountaineering shoes and so on. Her own brand "happy speed" has been tested in the market for one or two years.

This is the launch of a full range of self brand "happy speed", and a big start of the investment plan. Wan Jia Xin is hoping to accelerate the pace of entering the field of finished shoes.

Coincidentally, both the domestic and foreign brand shoe factories have made plans for supporting shoe manufacturers, Rui exhibition and Fu Zeng.

Reporters learned from Fu Zeng shoes materials Limited, Fu Zeng plans to launch some high-end household products for the home market in recent years, including home anti slip pads, coasters, yoga mats, and so on.

In fact, in recent years, many shoe materials suppliers in Jinjiang, apart from intensive cultivation in the original category, have introduced products or semi-finished products directly directed to consumers through their own terminals, and have enriched their shoes. This time, they are involved in home furnishing polyurethane products, and gradually build up their own terminal brands in line with the extension of high-end product lines.

Production advantages are prerequisites.

"Garden shoes" are new products that have just come into existence in recent years.

However, these EVA shoes with disposable ejection materials replace most of the shoe upper ones, which are more flexible than traditional shoes. They are not only super light shock absorbing, but also very breathable and skid resistant, which are the reasons for the rapid popularity of garden shoes.

Xu Jianming, manager of Wan Jia Xin RB, told reporters that they are also in earlier contact with garden shoes in some foreign trade orders, so they are more optimistic about the trend of garden shoes.

However, the vamp of the garden shoe is a foaming type of EVA material. It has large elasticity and strong ductility. During operation, it is easily affected by temperature and time. It is often difficult to control, and we happen to have rich experience in producing EVA soles for many years, and the EVA properties are like fingers.

This will reduce the difficulty of actual production operation, and only need to establish a complete process system and quality control system to standardize production. "

Xu Jianming said.

There are advantages and business opportunities. This is the prerequisite for the sale of shoes and shoes.

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Ding Ruizhan, general manager of Rui exhibition, believes that in the future, with the popularization of the concept of foot health care in China, the domestic insole market will be a huge "cake".

Having seen what he saw and heard in the insoles market abroad, he has been more optimistic about the domestic market that is ready for development. Therefore, it is precisely the intention that Rui exhibition wants to make 200 yuan of high-end insoles. In foreign countries, people use different insoles to put different shoes, and high-end products insoles are also guests of foreign supermarkets.

He believes that the future of domestic insoles, especially the popularity of high-end insoles, will become the mainstream trend.

In addition to trying to "test the knife" around the terminal brand of the footwear industry, the rich shoe materials even want to extend their tentacles to the home market related to their own production materials.

Fu Zeng deputy general manager Ding Zhiran told reporters that taking into account the main material of household products is also polyurethane, and its own production of polyurethane environment-friendly shoe materials have the same point, this time involved in home polyurethane products is in line with the extension of high-end product line, and gradually establish its own terminal brand.

Exploration of killing two birds with one stone

According to the insiders, whether the shoe material itself is built or its own finished brand is launched, it is the exploration process that keeps running in the shoe material brand construction. It is also the only way for shoe material enterprises to seek for upgrading and pformation.

Ding Ruizhan said that relying on the development base of materials suppliers to launch their own brands means that the upstream of the industrial chain will extend to the downstream terminals, and the exploration of its own finished products is not only a part of brand building, but also a brand indoctrination process accepted by professionals.

It has not only realized the urgent need for the pformation and upgrading of shoe material brands, but, in turn, grasping the market trend of finished products is also conducive to the upgrading of their finished product shoes.

All along, an excellent brand material trader plays a leading role in leading the trend. Building various platforms to collect market related fashion trends is an indispensable input for every new product development.

Therefore, the exploration of the finished product market may make up for this regret.

For example, home Pu not only requires environmental protection, but also requires beauty and durability. This also puts forward higher requirements for R & D and production of enterprises.

"If we can have a full range of R & D in high-end product lines, and apply some of the technology of high-end product lines to shoe materials, we can build our own brand and promote another upgrading of local shoe materials."

Ding Zhiran said.

"As a material provider, it is in an absolute advantage in professional technology and is still not as accurate and forward-looking as the manufacturer of the market."

However, the groping of the products from its own terminals can really help materials manufacturers understand the market better. On the one hand, it improves the strength of the development and guidance of supporting businesses, and on the other hand, it promotes the process of building its own finished products brand, and it can be said to kill two birds with one stone! "Beijing Olympic interactive Wang Yiming said.

Run terminal VS new market

Wan Jiaxin and Fu Zeng were not the first shoe material enterprises to eat crabs.

Before it, Heng Qiang (Fujian) Shoe Plastic Development Co., Ltd. developed its own sporting goods brand - Meck, and the Thai shoe material is the agency for the first and third of the world's outdoor sporting goods brand - HITEC company in China production and sales, the new association is more high key injection of "King ADI".

Although the shoe material exploration of the downstream terminal market can be regarded as a new mode of upgrading the footwear industry, is it possible to enhance the popularity of the terminal brand and gain more profit margins?

However, compared with the vertical extension mode of new products, such as Xinzhi Zhi, and so on, the footwear manufacturers represented by Wan Jia Xin have discovered a relatively new market in the production process. They rely on their own production and research and development advantages to directly extend their tentacles to the terminal territory that is ready to be launched. The most notable feature of this extension mode is that shoe makers foresee and cut into emerging markets.

Therefore, I personally believe that they are not part of the terminal brand, but choose a market to cultivate, trying to carry out a comprehensive pformation and upgrading through their own factors and the acquired market.

Their exploration of emerging markets and their own production and research and development may bring new technological impetus and material upgrading to the footwear industry.