Quanzhou Children'S Shoes Enterprises Extrapolation New Mode

Recently, Lv Fuqiang, deputy general manager of brand marketing of Yong Gao's children's shoes, is very busy. He is planning a group of goods, and his own children's shoes and other children's clothes become the main source of goods this winter. In his words, "we need to integrate resources."

The integration of resources in Lv Fuqiang's mouth is going to be Product manufacturing Gradually outsourcing, enterprises themselves focus on design, development and marketing.

With the growing maturity of children's products market, the "light company", like Yong Gao people, has sprouted in recent years. Besides the brand of wing Gao, many brands of children's shoes, such as Hornets, ABC and so on, have also outsourced production lines. At the same time, the brand of children's shoes put more energy into product research and development. Zhang Zhifeng, director of the popular Baba tease shoes brand, said that Baba teased children's shoes were more concerned about the research and development of children's shoes. "Whether the products are fashionable, whether they are fashionable, whether they are welcomed by the market will affect the intrinsic value of children's shoes."

In the view of children's shoes brand, the operation of "light company" after integrating resources will be an important mode to rapidly expand product capacity and enhance brand value. Children's shoe brands gradually outsource their production lines to focus on product research and development and brand promotion. Compared with the operation of private capital, the operation of "light company" is more inclined to the construction of core competitiveness.

　 Outsourcing of heavy assets

"Starting next year, we will integrate resources, try to gradually outsource production lines, and enterprises will focus on product research and development. Brand promotion Two big pieces. " When reporters came to Yong Gao people sporting goods company, Lv Fuqiang told reporters.

It is worth mentioning that, like sports brands, children's shoe brands can not be supported by only one product category. Children's shoes brand has a wide range of products - children's shoes, children's wear, children's schoolbags and so on. This requires children's shoes not only to keep an eye on children's shoes, but also to children's products.

But the reality is that children's shoes are limited to the bottleneck of the production line. Because of limited production capacity, children's shoes brand can not produce large quantities of other children's products while producing children's shoes, and the brand of children's shoes always "walk on one foot". "This year our children's sports shoes are very good to sell, adding one or two production lines can not fully meet the needs of the market, not to mention the production of supporting children's clothing products." Lv Fuqiang told reporters.

On the other hand, the market demand for children's products is still growing. If the children's shoes brand wants to get higher profits, they must invest in new production lines, which requires a lot of money and time. At the same time, once the market demand of children's products is changing, the profit growth of children's shoes that purchase new production lines will be weak.

In the face of this situation, young men, Hornets, etc. Brand of children's shoes We began to gradually outsource production lines, integrate resources and try out the "light company" business model. "Since one or two additional production lines are unable to meet the needs of the market, we should simply distribute the production line to other factories and integrate production resources." Lv Fuqiang said.

Children's shoes enterprises outsource their heavy assets (production lines and factory buildings), and enterprises only export light assets such as brand, process management and product development, integrate resources, make use of limited funds and earn more profits, and "Light Companies" quietly sprout in the capital of brands.

Lv Fuqiang said that the next year will be mainly for brand promotion and product development. "Enterprises should move forward and not just around several production lines." Outsourcing the production line and integrating production capital enables us to focus our efforts on the development of brand value.

　 The core of the brand is still there?

In the current children's products market, consumers pay more attention to the diversity and prominence of children's shoes brand products, and more care about whether children's shoes have their intrinsic value. Many children's shoes brand leaders also realized that outsourcing of production lines and integration of production resources should focus on brand promotion and product research and development. But there are also doubts about the brand of children's shoes for such a "light company".

"What is the core of the brand of most children's shoes in Jinjiang? It's the production line." Ma Feng Feng, the head of Mingwei small camel, has expressed concern about whether children's shoes can be outsourced.

Ma Defeng believes that the brand of children's shoes is still in an initial stage, and is still in a production oriented operation mode. Outsourcing the core production line, the brand of children's shoes is only supported by brand value, which is very risky for the brand of children's shoes. "Is the brand of children's shoes really attracting the franchisee with brand name? If the production line is outsourced, can children's shoes brand come up with a large amount of advertising fees to spread the brand and research and development products? Can franchisees join in the" hard power "situation such as the lack of production lines? All these require careful consideration of children's shoes brands. Ma Defeng raised three questions.

Meanwhile, Iverson brand asset limited also expressed concern about the quality of the products under the "light company". "After all, it is not their own brand in the production of products, staff enthusiasm, product production speed can not be guaranteed, outsourcing the production line is equal to the lifeblood of enterprises in others hands. At the same time, outsourcing production line is difficult to control product quality, product quality is like a brand's "internal strength", "internal work" is not done well, brand value is bound to be damaged. Iverson brand leader Lin Zedong said.

It is worth mentioning that at the beginning of the brand development of children's shoes, the brand of Jinjiang children's shoes attracted the franchisee by its production line capacity. For the time being, a large part of Jinjiang's children's shoes still regard their production capacity as the core of brand value.

"We chat with other children's shoes boss. The boss will tell us how many people there are in the factory and how large they are and how many products they can produce in a year. The outsourcing of production lines will be rejected by these bosses. Ma Defeng told reporters. {page_break}

"Can children's shoes brand outsource their production lines, ensure the stability of production and the timeliness of delivery?" Zhang Canrong, a brand marketing expert, told reporters. "On the other hand, the outsourcing of production lines is bound to give producers profits, which is likely to increase the cost of products."

　　 Need to enhance "soft power"

Is the brand of children's shoes suitable for outsourcing production line? Can "light company" grow and expand, which is really conducive to brand management? What kinds of difficulties will it encounter in the process of integrating production resources?

Yu Fei, a brand marketing expert, believes that "Light Companies" demand higher brand marketing capabilities. At the same time, if the enterprises want to integrate production resources to develop light assets through outsourcing production lines, the brand must identify the market position and build a good team to succeed.

"Outsourcing production line" mode is suitable for the current age of speed and innovation. But it is important to note that the most important role of this brand of children's shoes is to be the organizer and coordinator of the brand value chain. Yu Fei told reporters.

On the other hand, the production line of children's shoes brand outsourcing has a high demand for the operation and management capabilities of the brand, and the growth of "light company" will pay more attention to the strengthening of "soft power". Under the integration of production resources, the construction of enterprise operation team and product R & D team is the top priority for the success of children's shoe brands. "Brand should pay more attention to the outsourcing of production lines, such as" the light company "behind the construction of human resources. Yu Fei thinks.

In fact, because the outsourcing production line is easy to imitate, children's shoes brands must have their product characteristics if they want to get the brand value growth through the trend of "light company". Otherwise, in the homogenization of the current market, the implementation of such integrated production of children's shoes brand is bound to be under heavy pressure.