Casual Footwear Manufacturers Are Beginning To Explore The Road Of Clothing Accessories Extension.

November 24th new round of Quanzhou leisure

There are different ways of extending.

Last week, the United States bulls giant international development limited also exhibited two series of casual shoes and clothing.

The company is

On the basis of a brand, seeking the cross domain extension of product line is actually becoming an innovative mode of brand operation and development of Quanzhou shoes and clothing enterprises. It also makes a beneficial exploration for the two major fields of leisure shoes and casual wear in Quanzhou.

At present, from the casual shoes to the clothing extension, more representative is the Quanzhou rich birds and the Zhejiang red dragonflies.

However, both of them have different forms of operation.

The rich bird uses a brand operation framework to separate the two product lines separately, while the Red Dragonfly uses a single store and all line products.

Last year, the wooden shoes Co., Ltd., which only made business shoes, began to cooperate with Shishi Ba Dao shoes and Clothing Co., Ltd. last year to open up the market of outdoor casual shoes and clothing.

After the rich bird's extended clothing product series, the monopoly stores of shoes and clothing are independent, and the positioning of the market has also changed.

After the extension of the positioning of clothing products from high-end to popular, accordingly, the marketing emphasis shifted from the first tier cities to the second tier cities.

The product extension mode of red dragonfly is to integrate the extended clothing products with the original leather shoes products in the integrated store, and customers can complete one-stop consumption from leather shoes to clothing in a store.

Luo Zhigang, assistant director of red dragonfly, said that the Red Dragonfly had been flying away. Now the red dragonfly is a fashionable consumer product for the whole body to wear.

The product extension of Mu Lin Sen is the establishment of a new company under the same brand, opening up an outdoor sports market which is completely different from the previous business and leisure positioning.

Manufacturer as brand Coordinator

In fact, no matter bulls, rich birds, wooden woods or red dragonflies, they operate in different modes, but they are all changing from a leather shoes manufacturer to a brand operator.

According to a Shishi enterprise, the casual wear brand extends from clothing to shoes. For example, the brand of many business or casual wear products will more or less match the series of shoes, but the brand from shoes to clothing will be less.

The difference between the characteristics of shoes and clothing determines that the single store display will also be different.

At present, due to the variety and type of leather shoes, it is very difficult for them to put on clothing when they are placed on shelves. This is one of the problems that many leather shoes brands involve in extending their clothing.

Because once the leather shoes brand extends in clothing, it will bring new changes in the layout of single store pattern.

In explaining its channel mode, Bullock giant company said that the newly developed casual wear will adopt the separate operation mode of shoes and garments.

At present, the main channel of the company is to rely on department stores and shopping malls. This kind of counter, which was originally set up based on shoes or clothing products, is not able to achieve "shoes and clothing all the same" as a sports shoe shop for a moment. Therefore, the newly launched clothing series will first put on the new clothing counters, and gradually merge the two categories in the next few years.

He said that this channel mode is also a common phenomenon after the extension of casual shoes to clothing.

Quanzhou is one of the three famous bases in China's shoemaking industry, and has more than 400 casual shoe enterprises. The output value accounts for nearly 20% of the total output value of the footwear industry in the city. The producing areas are mainly concentrated in Shishi, Jinjiang and Huian, and have already created a number of famous domestic brands, such as birds of fortune, Mu Linsen, bulls giants and baseball players.

At the same time, Quanzhou Shishi is China's leisure clothing heavy land, the integration of leisure shoes and leisure clothing two major industries, and gradually advocated by the industry.

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Ding Shuibo, President of Quanzhou footwear industry association, once mentioned the development of leisure shoes industry in Quanzhou. When it comes to brand building, Quanzhou can integrate two pieces of casual shoes and casual clothes to form a unique industrial cluster.

He believes that with the improvement of people's living standard, the space for casual shoes market is bigger and bigger.

Even in the sports industry, it is more "not to advocate professional sports, but to promote sports and leisure".

He believes that the development of leisure shoes industry in Quanzhou still has good conditions.

Quanzhou's casual footwear industry has a complete shoe industry chain and Shishi's large leisure apparel industry as a support. It can form a kind of cooperation between the casual shoes and casual wear, a combination of the two, make the industrial cluster, this aspect will be very strong.

For example, he said, many famous foreign leisure brands are also made of casual shoes and clothing, and sports shoes are also on the way.

Nowadays, clothing needs far more than shoes, because a person can own ten clothes, but he may have only one or two pairs of shoes.

Mr. Lin, a manager of Shishi shoe company, believes that the two industry cultures of Shishi's shoes and clothing interact with each other, and the strong casual clothing culture has a greater impact on the relatively vulnerable leisure culture.