Jinjiang Sports Shoes Enterprises' Outdoor "Cake Dispute" Is Becoming More Intense.

March 9th hearing in recent years, with the outdoor sports market continues to heat up, more and more domestic and foreign

In their general trend, when the army occupied the domestic outdoor products market, there were more two or three lines of sporting goods in Jinjiang.

Perhaps, in addition to coveted the huge profits of the future outdoor market, it is their real intention to seek a breakthrough for the sports market shrinking.

Whether they can make a perfect turn in the outdoor pformation of this movement? We can only wait and see! After all, although the outdoor cake is sweet, there are few people who really taste the sweetness.

Temptation

Sunken outdoor supplies market is worth looking forward to.

In the past two years, under the guidance of the concept of "Outdoors", outdoor sports is no longer a professional sport. It has become a popular fashion lifestyle. Outdoor consumption has become an important part of family consumption.

With many cities white-collar and high-income people also involved in the outdoor sports consumption trend, it has also promoted the rapid development of outdoor sports brand.

This view is well recognized by Jinjiang sporting goods bosses, and some have told reporters that if outdoor channels can sink to the three or four line of urban and rural markets like sports brands, outdoor brands will usher in a blowout era. The market size even exceeds the traditional sporting goods market. However, there must be matching outdoor products to pave the way for the channel market.

According to the insiders, the outdoor products in Jinjiang are basically located in the middle and high-end. A pair of outdoor hiking shoes made of genuine leather, even if they are made of leather, are priced at more than 110 yuan. The wholesale price is not enough. This is definitely not the best price space for channel sinking.

Therefore, if we want to increase the profit of the outdoor market through the sinking channel, the two or three line sports brand can be grafted to the new outdoor brand by reducing the product positioning and using the original urban and rural channels. "On the basis of ensuring the shoe type and quality, with the original brand channel, we should first go to the wholesale mode with the price and benefit, and match some clothes and accessories, open some small stores, and then fully spread out after profits."

Cheng Liang, marketing director of Fujian Jinjiang Shoe Company Limited, told reporters.

For example, the PL2 launched by the ppl is to add more products to the original product strategy, mainly by functional mountaineering outdoor, supplemented by fashion and leisure outdoor, and further improve the product positioning strategy, hoping to promote the market development in all directions.

Root cause

The survival space of sports market is squeezed.

To make all-out efforts to launch the outdoor brand PL2, Fujian Jinjiang shoe shoe Co., Ltd. has stopped its own PU big bottom factory, instead of introducing the outdoor climbing assembly line, and optimized the production line of the original production line in the high frequency and the needle truck.

Cheng Liang is more outspoken: now, the sports market is too difficult to change. In fact, this simple sentence sums up the survival of Jinjiang's small and medium sports brands over the past two years.

{page_break}

Coincidentally, the three or four line sports brands such as champion birds and quality companies have also been seeking pformation and upgrading of sports departments. The emerging outdoor market and children's shoes market have become the best choice for this pformation and upgrading.

With the help of the original sports shoes production development foundation, according to the market demand change, increase some new production series to seize some new market share, this may be the way for enterprises to break through and survive.

In fact, at present, the sports market in China presents such a grim situation: the price sinking policy of several major sporting goods brands in China has almost engulfed all the profits of small and medium-sized brands, and has also devoured their original market share without mercy.

On the one hand, the share of the original sports market shrinks. On the other hand, the price encirclement and suppression of products and the homogenization of products in several major shoe producing areas such as Baoding, Guangzhou and Zhejiang make Jinjiang sports shoes unable to win the top spot in the market.

Such internal and external troubles have also led them to reach a consensus that only through the production line rectification can we improve the threshold of sports shoes production process and throw off their opponents. In other words, Jinjiang's small and medium-sized sports brands want to grab more market share by adding new product lines.

For the new market to be intervened, "we can put a little effort on the integration of resources, especially the re arrangement and training of agents.

They have accumulated some resources for their success in the adult sports shoes industry. If there are three or four line sports brands that have done well in the past, their credibility and the attraction to dealers are high, will it be easier to get outdoors? "Chen Huayang, manager of Planning Department of wild sports (China) limited, said.

Prospect

Outdoor cakes may not taste good.

Although on the one hand, the sinking outdoor market is expected, on the other hand, as an inevitable choice for sports upgrading, all these allow a large number of small and medium-sized sports brands to intervene in the domestic outdoor products market in large scale. However, it is not easy to enjoy the outdoor products market in a short time.

According to the insiders, the outdoors breaks away from the sports industry and changes from one category to an industry. "Although sports and sports are the same root, the production process is very different. After all, outdoor shoes are functional sports shoes. There is still a big difference in the production process, design, research and development of shoe soles, last shape and face sewing machines."

The official in charge of the champion bird told reporters that he was a source of sports shoes, and now he is somewhat hesitant about the market. Besides, outdoor shoes have higher standards for waterproofing and skid proofing, and some outdoor shoes even require antistatic measures.

Cheng Liang told reporters that even if the hardware conditions of outdoor shoes are fully equipped, if the soft power of talent teams can not keep up, it will be impossible to operate a new outdoor brand.

The industry suggested that in addition to meeting the needs of product upgrading, the pformation outdoor needs to carry out many aspects, such as brand positioning and channel rearrangement. Although the product is the ultimate return point and expressive force of the brand, it can not be confined to product design, R & D, and production. Enterprises need to consider the brand upgrade at the beginning, so as to achieve sustainable operation.