Jinjiang Shoe Enterprises Are Struggling To Enter The Garment Market.

November 23rd news recently, reporters stepped in Alligator Lin Jiancheng, the president of the marketing center of the group, is inspecting the style of men's clothing brought by his designer. It turned out that alligator wanted to enter the men's market. He was doing preliminary market research and product design research and development.

Finding a new profit growth point has always been a problem faced by most enterprises. Especially in today's more complex economic environment, how to find profit breakthroughs is a pressing matter of the moment. In recent years, many Jinjiang shoe enterprises rely on their own resource advantages, and some have accelerated. clothing The extension of the product is to enrich the product line, to create some brands across the industry, to launch new brand names, and to seek breakthroughs in various ways and to bring forth new vitality and highlights. Whether it is to increase the production capacity of newly purchased garment factories, or to put them outside the manufacturer, or any other way, the market mining of clothing has become the first choice for the traditional footwear industry to find profit growth points. And alligator is just one of them.

　 clothing market Prosperous demand

Lin Jiancheng told reporters that the alligator group is making preparations for the launch of the new product line. In the summer of next summer, the "gold alligator" and "silver alligator" leisure fashion men's clothing series will be officially launched.

Prior to this, the reporter also learned that in order to expand production capacity and increase clothing production, gold lake (China) Sporting Goods Co., Ltd. has purchased 500 mu of land for new garment factories in Wuhan. Ding Zhide, chairman of golden lake, told reporters that in the past two years, because of the unusual market and booming demand of the market, the market decided to build a new garment factory and increase production.

In addition, the 361 phase (China) Co., Ltd. in Jinjiang five mile Industrial Park Phase 1 workshop was also commissioned as early as the beginning of this year, and its clothing factory now has 12 lines in production. It is reported that after the two phase workshop of 361 degree shoes and shoes is completed, the entire 361 - five mile Industrial Park will reach 24 production lines, and the whole industrial park can accommodate 12000 people.

Tang Jisheng, general manager of Fujian Management Co., Ltd., believes that the root cause of many shoe companies' efforts in the clothing industry lies in the huge space in the clothing market. "Under normal circumstances, clothing sales and consumption are larger than shoes, so the profit is relatively high." Tang Jisheng said.

Li Chengchun, a marketing center of famous sports products Co., Ltd., analyzed that the competition in Jinjiang shoe industry is becoming more and more intense, and it is urgent to find new market space. "The demand for clothing in real life is definitely bigger than that of shoes. The upper garment not only enriches the product chain, but also extends the profit growth point." Li Chengchun said that clothing is indeed a good growth point, for example, a pair of shoes can be matched with several suits, the amount of clothing will be more than that of shoes, but this is relative to the footwear industry, like selling more than one variety, it will be more than a sales opportunity.

　 How to locate a problem

The huge space of the clothing market has attracted the attention of many shoe enterprises. In fact, in the early years, many shoe makers in Jinjiang began to try in this aspect, but most of them encountered Waterloo: because the product positioning was not clear, the garments produced could not be sold and accumulated in the warehouse to become dead goods.

"But this is an industry phenomenon, and that is not necessarily the case for every enterprise." Li Chengchun analysis shows that prices, styles, quality and popularity will all affect the sales of a brand product. On the surface, it seems that the production is not sold, and the supply exceeds demand, and there is no demand in the market. "But in fact, is there really no market demand? It's not like this. For example, the product of 100 yuan is not bought, maybe 50 yuan will be sold. This is that the brand has not broken down the good market, most of the brands are probably the same." Li Chengchun said {page_break}

"Clothing enterprises do not have technical barriers and financial barriers, but they have a high cognitive barrier to consumers. A garment, especially a high-end garment, has a certain cultural connotation and gets the symbolic meaning corresponding to a certain grade. Then it is not only a garment, but also a symbol of living status for a class. This is the root of the high profit margin of garment enterprises, and this kind of high gross profit can last for a long time. Lin Jiancheng said that how to solve the cognitive barriers of consumers will be a difficult problem for them to overcome.

In addition, Lin Jiancheng believes that for consumers of medium and high class clothing, the current inflation level does not constitute a restraint on clothing consumption. The alligator enter the high-end men's wear market is aimed at the market's tapping and launched the "gold alligator" men's wear series. "Alligator product line is relatively long, gold alligator is mainly located in the age of 25 to 45 years old, and silver alligator is placed between 18 and 30 years old, the product will be similar in style, age difference, the price range from 800 to 6000 yuan, there will be differences in the channel." Lin Jiancheng told reporters that "gold alligator" will mainly enter high-end department stores as the main sales channel, while the flagship stores of second tier cities are secondary, while the general stores only have mid-range products.

Zhang Fasong, a marketing expert, thinks that a large part of Jinjiang shoe enterprises will be judged by the position of regional competition. "From the Jinjiang area, there will be fewer middle and high-end men's clothing, but they must look at the whole country, especially in the garment industry circles in Jiangsu and Zhejiang provinces, so that they can really do a good job in the clothing market." Zhang Fasong said, at present, the shoe products of Jinjiang shoe enterprises may have reached the relative saturation, but there is no market space. The shoe industry can only make the market bigger by upgrading the industry and subdividing the market. "When enterprises rely on their own strength, production capacity, channels and resources can not grow and expand, only more resources can be integrated to change the status quo."