Some Casual Footwear Enterprises In Quanzhou Explore The Way Of Clothing Accessories

The peak of the new round of Quanzhou casual leather shoes ordering industry has revealed an industry trend: some manufacturers who have been making casual shoes for a long time start their own business on the basis of their own brand management.

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 a subsidiary of Shishi Jin Mai Wang Group, which is one of the most solid brands in China's domestic market.

Mr. Zhang Wenbin, chairman of Jin Mai Wang, said that in the future, they will carry out the brand layout in the three directions of casual shoes, leather goods and clothing.

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 extension of the clothing products series, the shoes and clothing stores are independent and the market positioning has 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.

{page_break}

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.

Ding Shuibo, chairman of Quanzhou footwear industry association, is talking about

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.