Jinjiang Sports Shoes Enterprises Seek Brand Differentiation &Nbsp; Break Through Development Dilemma

December 21st, despite the fact that Jinjiang has seen many well-known nationas in a short time. Sports shoes brand But there are no outstanding brands. Twenty, several brands are in a melee, so that consumers can not find their differences.

In a town in Southeast Fujian, Chen Dai Town, there are more than 3000. A shoe factory 。 Since the reform and opening up of manual workshop production, it has become the world's sports shoes production base. The number of sports shoes produced here is more than 5 billion pairs per year, and the number of sports shoes sold abroad is 500 million pairs, which account for 75% of the domestic sports shoes. Relying on primitive accumulation, some enterprises have made considerable progress and established their own brands.

And the road of this brand is very fast and identical. Look at CCTV sports channel almost becoming the Jinjiang channel: Anta, XTEP, Buick, del Hui, Xi De long, mingle, Jordan and so on. You have sung me. And its form is very similar. In rough advertising pictures and simple advertising slogans, all of them are Jay Chou, Aaron Kwok, Andy Lau, Cecilia Cheung, dawn, Nicholas Tse, Stefanie Sun, F4, Jordan Chan and so on.

　　 Licensing movement

Most of the shoemaking enterprises in Jinjiang are small and medium-sized. From the perspective of enterprise size, enterprises with 100-400 employees accounted for 68.29% of the total number of enterprises, less than 100 of them accounted for 19.5%, and 400 of them accounted for 12.20%. Most of the famous and large footwear enterprises in Jinjiang are OEM processors in the early stages of operation. They are very aware of the impact and resistance of OEM on the development of enterprises. Therefore, they are eager to grasp their own sales channels and carry out branding reform, so as to reduce the risks brought by market and operation.

In 1999, after careful consideration, Anta's brand decision decided to follow the image spokesperson of sports brand. Young, energetic and energetic world champion Kong Linghui has become the image spokesman of Anta sports shoes. With Kong Linghui's "I choose, I like" broadcast from the five sets of gold advertising hours of CCTV, Anta sports shoes' affinity, influence and brand awareness have been improved unprecedentedly. In just one or two years, Anta jumped from an unknown brand to the first brand of Chinese sports shoes, with a market share of 13.4%.

Anta's success has led to the brand revolution of Jinjiang's footwear industry, and it has set off a crazy brand building movement. From 2000 to 2001, in addition to Anta, there were more than 30 Jinjiang shoe brands in CCTV and five sets. According to statistics, the total advertising cost of Jinjiang shoe advertisements in CCTV is more than two hundred million yuan per year. Almost all follow the example of Anta.

　　 Brand melee

So far, no Jinjiang brand will admit that it has left its rivals in the same city behind. Although Jinjiang has appeared many famous brands of sports shoes in a short time, there are no outstanding brands. Twenty of the brands are in a melee, so that consumers can not find their differences.

"Jinjiang shoe enterprises imitate wind, whether it is product style or marketing mode," an industry boss said. The overall competitiveness of the industry has not been improved, and it still stays in price competition and imitation. Serious internal friction (enterprises need to bear star fees, advertising costs, shelves, props costs, inventory pressure, orders and other marketing expenses, many enterprises are behind the busiest), making the industry become empty.

One of the more serious phenomena is the misreading of brands. Most enterprises think that it is the brand that appears in CCTV, and it is made up in the advertising creative expression and production. It costs money and damages the brand image. According to the survey, about 30% of Jinjiang's shoe making enterprises do not have their own brands, and the other 70% of their own brands are mostly manufactured according to the brand demanded by customers, and some enterprises even fake other well-known brands. {page_break}

"There are gaps between several relatively mature brands, but not much." Ding Shuibo, general manager of XTEP, said.

However, the production capacity of the entire Jinjiang production area has begun to enter a process of adjustment. Some larger brands have gained a larger share of the market. The original production scale of the enterprise can no longer meet the needs of the market, so a number of cooperative manufacturers have been absorbed. XTEP, Buick, Anta and other enterprises from more than 20 companies to more than 40 different.

"This year, many shoe factories are short of work, but the root cause of lack of jobs is not that the employment environment in Jinjiang is not good enough to let people flow away, but that the scale of production of each enterprise is expanding too fast, and people are not enough." Del Hui President Ding Mingliang said.

　　 Weak R & D capability

When Jinjiang develops from a processing base to a brand base, the bottleneck of talent shortage is becoming increasingly severe. The average cultural level of employees in Jinjiang shoe-making enterprises is not high. Most of the production workers only graduated from junior high school or primary school. According to the survey conducted by the International Trade Department of Xiamen University, the educational level of the junior workers and junior middle school workers accounted for 70.69% of the total staff, 22.41% of the high school education level, and only 6.9% of the senior high school students. Middle management and senior management are mostly high school education, and only 1/3 of higher education. The middle-level management cadres of many enterprises are directly promoted from skilled workers. They are quite familiar with the production process but lack scientific management knowledge and lack of understanding and understanding of modern enterprise management.

Although Fujian and Xiamen, which are the first and two largest cities in Fuzhou, have relatively good universities, they can provide highly educated talents, but they can really be applied to the enterprises themselves and become the backbone of the enterprises. Therefore, the management and technological research and development of Jinjiang enterprises mostly adopt the way of external employment and purchase (refers to scientific research achievements). This also causes problems such as large turnover of personnel, low cohesion of employees, similar research and development achievements and so on.

Although some local governments in Fujian have increased investment in vocational schools since 90s, a considerable number of basic technicians have been educated. However, compared with the whole region, the training of professional talents is not complete and systematic, and there is a lack of high-quality personnel training institutions. The areas where these professionals are concentrated, such as three places in Beijing, Shanghai and Guangdong, and Fujian are affected by geographical and cultural environment. Zheng Lei, China marketing communication network, said that breaking the regional boundaries and getting out of Fujian should be the preferred goal of local governments and enterprises at this stage. By setting up separate R & D institutions and setting up new market operation control centers in economically and developed areas, it can not only attract high-level talents to join, but also facilitate market control and grasp the latest market trends, upgrade the original industrial areas (such as Jinjiang) to a processing industrial base, and improve the market competitiveness of enterprises by using the original industries.

　　 Looking for brand differences

In the face of increasingly fierce competition and product convergence, some shoe companies in Jinjiang are also trying to find ways to differentiate.

Marketing managers in Jinjiang footwear industry generally recognize that sports shoes are divided into three categories: professional sports, leisure sports and fashion sports. Professional sports products require functional, mostly used for field confrontation, while athletes generally agree that the match equipment is basically a series of products of NIKE and ADIDAS. Jinjiang brands are not competitive in professional sports, so they focus on the other two categories of products, and apply them to the components of brand names, such as "XX fashion movement" and "XX leisure sports".

Ding Shuibo said that at present, several dominant brands of Jinjiang shoes have adopted the market mode of monopoly chain, and there are many stores in the country, not only selling sports shoes, but also selling sportswear. This is an important trend. Some enterprises are trying to become a comprehensive sports goods brand. {page_break}

The product structure of a store is no longer a single sport shoe, but also includes sportswear, bags, accessories and so on. In recent years, the brand of sportswear is growing at a high speed. According to the director of "del Hui", sales of sportswear doubled last year compared with last year.

Although the sales of clothing brands in Jinjiang have been growing at a high speed, Jinjiang's sportswear is still a stealthy industry. "Jinjiang's industrial structure can not support the development of sportswear." The head of Anta's marketing department said.

From the perspective of development in the coming period, Jinjiang shoes need a large number of sportswear talents to undertake the development, design and sales of Jinjiang sportswear brand. This involves the introduction of a professional talent.