Jinjiang Sports And Leisure Footwear Enterprises

November 16th domestic and outdoor news

At the beginning of the pformation, more than a year's brand orders will be held, but Jinjiang outdoor.

The "trial water" process of some enterprises in pition

Jinjiang, a world-class sports shoes production base, has always been a traditional sport shoe. However, in recent two years, many outdoor brands have entered the outdoor industry.

But despite the outdoor slogans and outdoor products, people in the industry still believe that Jinjiang has only skin, no bones, and sports shoes.

What do you think of this phenomenon?

Chen Guiyuan: it can only be said that most of the outdoor outdoors in Jinjiang are like this phenomenon. Let's not compare with the front ones who are flesh and blood.

Jinjiang outdoor sports shoes have advantages over other domestic producing areas. Even the famous sports brand NORTHLAND, Northland, has several shoes processed in Jinjiang.

If Jinjiang outdoor products only have fur, it should be aimed at outdoor clothing series.

In addition, it has something to do with the market pformation of outdoor enterprises.

As you know, it is impossible for enterprises to change their original suppliers once and for all after the decision to pform the outdoors.

Due to the lack of understanding of outdoor outsourcing industry, enterprises must first hold the mentality of "small test water" when they are running outdoor markets, and need to consider all aspects of the company to make decisions.

In addition, enterprise pformation can not be carried out step by step, and product development and supplier matching need to be improved step by step.

The reason is also very simple, professional outdoor clothing outsourcing factory in Jinjiang is not easy to find, enterprises are in Guangzhou, Jiangsu and Zhejiang area to seek support in this area.

Because the single volume of the pformation is not large enough, people will need to make the production of your order to be empty. Therefore, only the overall outdoor industry in Jinjiang is bigger and better, can the development of outdoor supporting industry be promoted. Otherwise, the advantages of the surrounding industry will also become a solid backing for the progress of the outdoor industry.

Xu Rongsheng: I think the outdoor skin and sports bones can only be a small summary of the initial stage of the development of Jinjiang outdoor products industry, and can only be aimed at those operating brands that are only a year and a half away from outdoor pformation and lack sufficient knowledge of the outdoor market.

The outdoor enterprises that walk in front of Jinjiang, whether in shoes or clothing or Mountaineering sticks, are not only rich in product series, but also show a great degree of professional quality. This should be affirmed.

Outdoor enterprises should take advantage of Jinjiang's industrial scale advantage to achieve breakthroughs in brand positioning and marketing innovation, especially in terms of manufacturing costs.

To avoid the embarrassing situation of skin and sports bones, how should Jinjiang outdoor products enterprises make a distinction between product development and positioning?

Zhang Mouji: at present, Quanzhou enterprises are relatively unfamiliar with the field of developing outdoor products. Therefore, it is not appropriate to take such professional routes as outdoor Dengfeng products.

With the advantage of "leisure elements" of Fujian style shoes and clothing, Quanzhou enterprises can develop comprehensive outdoor leisure clothing suitable for mass outdoor tourism and entertainment activities.

Local enterprises can improve their jackets and casual pants, aim at the masses of customers, make breakthroughs from casual clothes with price advantages, and develop outdoor all-purpose outdoor leisure series brands including outdoor jackets, multi-functional trousers, rain proof equipment and so on.

Of course, there is no mature R & D team and management personnel. Enterprises should not follow suit to develop professional outdoor products.

Professional outdoor sports require high technical strength for shoes and clothing. They not only require lightweight, suitable for sports, but also have outdoor waterproof, breathable, moisture absorption, sweat, odorant, UV protection and other functions. If the functionality can not meet the requirements of outdoor sports equipment, products will not only be unsalable, but the brand may also collapse.

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Combining its own environment and advantages

Jinjiang's unique industrial chain is bound to open up a new path for Jinjiang outdoor products enterprises to build an integrated outdoor brand, taking advantage of the industrial advantages, that is, the concept of "Outdoors".

But the quality of outdoor products is very high. What kind of product mix can satisfy the outdoor demand?

Chen Guiyuan: Saint's product series is divided into: extreme outdoor equipment and non extreme sports equipment.

Due to the lack of matching supply chain in Jinjiang, the supplier technology and development are relatively weak, so Jinjiang outdoor brand gives its own clear positioning -- outdoor.

If you want to have a place in the outdoor products industry, you need the support of the professional product line. However, the market share of the limited professional products is small, most of the international brands are located here, and the general public is the mainstream of the market.

To a certain extent, Jinjiang enterprises have also opened up a gap with international brands, while improving brand awareness at the same time, because the positioning is more popular, making the matching channels have the following advantages and occupy a larger market share.

In short, it involves brand positioning and product positioning. Positioning should be considered in combination with its own environment and advantages, but not blindly follow suit. For most Jinjiang enterprises, they should not abandon their advantages and blindly follow suit.

Bi Xiaojun: product mix ultimately depends on the brand positioning of the target consumer groups, brand positioning directly determines the width of the product line.

For example, if your brand positioning consumer group is a professional donkey, then they will put the functional needs of the product in the first place, and the beauty and comfort should be placed in the secondary consideration; but for the mass outdoor sports consumers or sports and leisure consumers, the brand positioning is different, resulting in a product that can not be the same.

In Jinjiang, there are two types of enterprises that are currently making outdoor pformation. One is the pformation from foreign trade. They have always been engaged in outdoor sports equipment production, and have rich experience in professional outdoor products. The other is that local sports and leisure activities extend to outdoor areas and may not be enough for outdoor industry.

Both of them are quite different for the development and processing ability of outdoor products.

Like the foreign trade pition enterprises, the enterprises that have produced sports and leisure products also need to understand a reason: brand positioning determines the consumption audience, and also determines the structure of your product.

In this brand, what kind of products do you need to launch to be your core? What are the brands that support the brand height? What are the sales guarantees?

No matter professional outdoor or outdoor sports, you can't mix your brand in the middle. You need to show the advantages and characteristics of the product.

Your brand or professional function is especially recognized by the market, or the style is beautiful, even if the price is substantial. Only by manifests its core category advantages can the brand break through in the outdoor wave.