LASWELLS Outdoor Shoes Will Reappear In Rivers And Lakes

Liu Yong Office Spacious and concise: a desk and a three-dimensional bookshelf. There are rows of books neatly arranged on the shelves, mostly in design books. Sitting in front of reporters, Liu Yong leaned slightly and wore a trace of exhaustion. But talking about the outdoor service he used to serve. brand LASWELLS, who has just entered the shoe industry as the development director, has glint in his eyes.

After LASWELLS bankruptcy, LASWELLS's product strategy is still original. Agent It is generally accepted that for six months, they have been looking for suitable factories and trying to produce shoes that have already been produced. Liu Yong said that at present, a Jinjiang shoe company is taking over the production. In addition to completing the original order, the company will also remodel LASWELLS, especially its original product strategy. It is expected that in April next year, autumn and winter will be listed in 2011.

But whether it will continue to use LASWELLS as the brand name, Liu Yong told reporters that the relevant person in charge of the enterprise still seemed slightly hesitant. Although LASWELLS is not much of a brand name, it is also a name. A dead name is unlucky. Obviously, he is biased toward changing a brand name, but the product positioning of LASWELLS will not change.

In fact, LASWELLS quietly collapsed, its fatal cause is congenital deficiency, and the maladjusted capital chain is broken, which has led to the plan that clearly meets market demand. According to the analysis of the industry, although the investment effect of LASWELLS is not ideal, the product strategy advocated by it is quite representative: color outdoor and bulk batches. If Jinjiang outdoor supplies enterprises dare to learn from it, and step steadily and steadily, the domestic outdoor products market may not be a dream.

The original company went bankrupt, and more than ten agents jointly sought buyers.

In March 1, 2010, Lin Kai Wen, founder of Jinjiang RAS Wells outdoor products Co., Ltd. rented the building on the 5 floor of an office building in Peng tou village, and began to set up LASWELLS. In September 10th, the assets of Jinjiang LASWELLS outdoor products Co., Ltd. were auctioned off, and the company officially declared bankruptcy. At this point, the new outdoor brand of LASWELLS (LARS Wells) is only 194 days from the birth to the end of life in the capital game of breaking up the wall to make up for the West.

After bankruptcy, former Jinjiang RAS Wells outdoor products Co., Ltd. marketing director Lin Honghua once interviewed by reporters, he said, "as long as the boss can come forward, we are still willing to follow him to do LASWELLS!"

Today, Lin Honghua, Liu Yong and dozens of agents are still optimistic about the positioning and development prospects of the brand. Half a year after bankruptcy, although the team had already split up, the rest of them still had the determination to twist their strength to make the shoes first and send them to the market.

As Lin Honghua said at that time, LASWELLS brand positioning is indeed drilling the gap in the current outdoor market. LASWELLS's American fashion outdoor style really attracted many people's eyes, especially the color outdoor design. Only a business album and half sample shoes can swim to many two level agents.

"There is no money problem, such a product is correct, the market can be circulated!" Liu Yong categorically said that after the small order meeting was held, agents in Beijing, Shenyang, Zhengzhou and Chengdu took the product album and sample shoes to recruit two levels of agents. At that time, when he was in the wholesale market of Beijing Hongqiao, he came to ask the wholesalers of LASWELLS shoes every day for a few days and had more interest.

The design of the single picture album is very attractive in color, and the wholesale price is around 65 yuan, which is considered to be "cost-effective" in outdoor shoes. This positioning is easy to walk in the market.

"Now the agent is more realistic, lobster abalone is not interested, so that they can only be interested in products, products sell, they can only earn money!" Liu Yong made a figurative metaphor, the manufacturer's eyes still need to go to agents and the market to test.

"The color of outdoor shoes is generally dull, and the shoes modified by LASWELLS not only have enough outdoor flavor, but also show a bit of fashion. The overall brand feels quite right and can meet the needs of the market. Unfortunately, a pair of finished products have not been produced." Former LASWELLS Harbin distributor Li Yuxi expressed regret.

Taking into account the recognition of the market, Liu Yong and agents decided to find a good owner for the LASWELLS first. They should first sell their shoes and sell them on the market first, and if the profits came out of the market, there might be a trace of vitality for LASWELLS. {page_break}

Under the condition of serious shortage of funds, the LASWELLS was barely able to support the first order meeting, and Lin Kai Wen also realized that the brand aura was beautiful, but LASWELLS needed to show the American style outdoor style in product performance. As a result, before the second investment meeting, under the condition that the working capital was getting worse, he was determined to set up the shoe development room vigorously. The differentiated design style and product positioning were unanimously recognized by the market and agents. No one had thought that this became the last hope for LASWELLS products to return to rivers and lakes.

According to Liu Yong, they have been looking for a lot of factories in the past six months. They have contacted Voight, bendy, surpass and so on. Finally, one of them decided to take over, but the condition is only to continue the LASWELLS product strategy, but to change the brand name.

This means that LASWELLS's shoes will finally be available, but it should be sold by someone else's name. The result is also expected.

"At that time, when we approached, the boss was very interested in LASWELLS's product strategy, not just in the design style." Liu Yong said frankly that color has always been a highlight of LASWELLS outdoor brand positioning, but its operation mode is more interesting, which is a small monopoly mode of bulk sales volume.

According to the insiders, the outdoor products in Jinjiang are basically located in the middle and high end. The use of leather, even if it is made of a pair of outdoor leather shoes, is only 110 yuan or more. It is not feasible to rely on wholesale volume. Therefore, the outdoor monopoly mode has become the burden of Jinjiang outdoor products enterprises.

"A series of accessories such as assault clothing, mountaineering staff, backpacks and so on are well supported, so there is a way to open a franchised store. Such a franchised store is often hundreds of thousands of yuan. Besides shoes, the outdoor brand of Jinjiang depends on the purchase of the outdoor products, and the large amount of funds it occupies makes the enterprises unable to speak. On the other hand, although the outdoor market is showing an upward trend year by year, it is still a high-end niche market, in other words, there are plenty of profit margins, but because of the amount of money, it still can not earn money." Lin Honghua talked about this. At that time, LASWELLS adopted various improvement methods to control the cost, and the wholesale price was between 60~70 yuan, attracting customers very much.

"On the basis of guaranteeing the shoe type and quality, we should first go to the wholesale mode by matching the price with the clothes, and open some small boutiques, and then fully spread out after profits." The idea of LASWELLS has made the boss of the company take a broad view, and the outdoor market can also evolve step by step, like sports shoes. The sports shoes of that year are also gradually transformed into the brand of sports shoes with the help of wholesale volume.

He intends to continue to use the LASWELLS brand name no matter whether or not he continues to use the brand name, but will never change the product strategy of the original LASWELLS. Take the fashionable outdoor sports shoes series as the core promotion point, and the most important thing is that bulk batches will be the main mode of operation.

In addition, he plans to add more products to the original product strategy, supplemented by business casual shoes and casual shoes, and further improve the product positioning strategy, hoping to promote market development in all directions.

However, the repositioning of the product mix and the insistence of the bulk mode can help him to open a new era of outdoor brands. We can not wait to see the market test.

Reporter observation

Jinjiang outdoors may wish to be civilians.

This may not be the original intention of Lin Kaiwen, nor is the final result sought by Liu Yong and a group of LASWELLS agents.

Though LASWELLS may really disappear at this point, at least some of its ideas have been recognized, even if it is a continuation of the spirit.

Such a short-lived outcome not only brings a cool calming agent to Jinjiang's spectacular outdoor products, but also puts Jinjiang outdoor products enterprises in a new way of thinking: must we rush out of the outdoor brand and build up a brand image?

Many brands started from the big circulation in the early years, and bulk distribution was not the decisive factor in deciding the brand grade. I think the brand will eventually return to the product itself, at least in the early stage of licensing, we must earn money before we can ensure the operation of all aspects of the brand, so that we can better do the product and upgrade the channel.

In this sense, the successful experience of sports shoes predecessors can be used for reference. First of all, making a civilian outdoor brand is also an attempt. The civilian line has broadened the consumption market to a certain extent, so that those who are deficient in brand have enough money to eat. Why not?