Jinjiang Shoe Enterprises Shoes "Assault" To Avoid Competition In Sports Shoes

Heng Ren and Ashikagashita To: cloth shoes "assault" in the mainstream of sports shoes in Jinjiang, many enterprises have taken a new path in cloth shoes a great deal of effort - with the development of science and technology, basketball shoes, tennis shoes and so on are more high-tech and professional color, canvas shoes are becoming a fashion, leisure lifestyle young people love products.

In 1917, the first pair of Converse All Star shoes were born. Since its appearance, Converse has become the world's household name for canvas shoes. It has become a symbol of American cultural spirit with McDonald's fast food, Coca-Cola beverages and Levi 's jeans.

According to the market survey of Jinjiang Yuantong Shoes Co., Ltd., in China, the market demand for canvas shoes reached 70 million pairs in 2006, but the canvas shoes Market in China still showed an awkward situation. In the face of the huge market demand of 70 million pairs per year, China has yet to have any brand that can claim to be China's Converse.

In the market, 70 million pairs of brand enterprises are only producing a little in November 18th. In November 18th, Heng people shouted the slogan of "the first brand of Chinese canvas shoes" in the "heavy attack" Heng people canvas shoes 08 spring and summer new product ordering conference and conference.

Coincidentally, not long ago, in the 08 spring and summer new products ordering meeting of Ashikagashita To brand of Jinjiang Yuantong Shoes Co., Ltd., the slogan "cloth shoes family" was also released. Ashikagashita To's official website and web page were hit with the words "building the first brand of Chinese cloth shoes".

With the development of science and technology, basketball shoes, tennis shoes and so on are more high-tech and professional colors. Canvas shoes are increasingly becoming the brand of young people who pursue fashion and leisure lifestyle.

In the face of the market demand of 70 million pairs per year, such a large market space, it is not surprising that many enterprises are interested in it.

It is understood that Anta, Hongxing Erke positioning in the professional sports brand will also produce a part of canvas shoes every year, "even if Nike, Adidas these widely recognized professional sports brand, their products are not all professional series."

Ke Yufa, vice president of Anta (China) Limited, told reporters that according to Ke Yufa, Anta is also advocating the concept of "nationwide fitness". As early as in 2003, Anta hired the pop queen Elva Hsiao to be the spokesperson for the canvas shoes he produced, and received good results in the market.

"Canvas shoes account for about 10% of the total sales volume of Anta."

Ke Yufa told reporters that although 10% is not a big proportion, but this figure multiplied by the annual output of Anta, that is enough for many small and medium-sized enterprises to be temporarily impossible.

XTEP, which aims at positioning itself as "the first brand of Chinese fashion movement", according to Wang Chun, manager of the Development Department of the company, now XTEP's annual canvas shoes output is on the scale of hundreds of thousands of pairs. In order to ensure that the design of products meets the young people's high demand for fashion, the company's canvas shoes are processed in Shanghai.

Action avoids sports shoes and specializes in canvas shoes. "At present, no brand in China can really excavate its own canvas shoes like CONVERSE, so canvas shoes are often easy to give people the impression of being cheap and low-grade."

Li Guangdou, a famous marketing planning expert, told reporters that in addition, the sales of canvas shoes were significantly affected by the seasons (mainly in spring and summer), and geographical factors. Considering the risk factors, the current company in canvas shoes in Jinjiang can be said to be rare.

"Hongxing Erke should not be involved in this market too deeply in the future.

Because canvas shoes do not belong to professional sports shoes, they do not match the professional sports brand image pursued by Hongxing Erke.

Huang Lixin, deputy director of technology research and management center of Hongxing Erke group, made clear.

"Anta's position is still a professional sports brand, although the market of canvas shoes is very promising, but the company will no longer invest more in this area."

Ke Yufa also told reporters so.

The market prospect of cloth shoes, on the other hand, also takes into account the advantages of "small boats and good turning around". The brand of Jinjiang Yuantong Shoes Co., Ltd. has only taken canvas shoes as its main business from the beginning. Yang Xiaolin, assistant general manager of the company, told reporters that the scale of its own business is not very large. If we consider the diversification of product categories, we will have no advantage in fierce market competition due to the constraints of manpower, material resources and financial resources. If we choose only one type of canvas shoes, the product itself has a more optimistic market prospect. If we make intensive farming, we can get twice the result with half the effort. Watch the sail.

The popularity and success of CONVERSE cloth shoes is because it makes a culture of cloth shoes. It brings people an idea that when wearing Levi 's (Levi's) jeans, they must match the flat bottomed and lightweight CONVERSE canvas shoes for beauty and taste.

It evolved into a popular weathervane, and even became a symbol of the younger generation of American culture.

In China, the traditional cloth shoes, which are thousands of years old, have been in the history of thousands of years. If we can excavate the traditional Chinese culture deposits in the modern canvas shoes culture, the market reaction in the future will not be underestimated.

Although most of the people are still unfamiliar with the present, Yang Xiaolin, the professional manager who owns the background of returnees, is very optimistic about the prospect of shoes that he has to climb.

Heng man is more famous in the industry than he is. But it was originally a good company in the field of slippers. Recently, it announced that it would be confused and curious to enter the cloth shoes field.

"We want to do the best in the slippers industry, but the development of a good brand can not be restricted to the slippers only. Basketball shoes and football shoes are too professional, and there are already good leading brands in our country. If we want to surpass them, the difficulty will be relatively large. But canvas shoes are different. They belong to casual shoes, and are the most important categories of casual shoes. In this field, we will take the lead in the industry, and the goal of constant people is" the first brand of Chinese canvas shoes ".

On the theme of "heavy attack" cloth shoes ordering meeting, Heng Ren Zhang Yingwen, chairman of the board, explained the strategic intentions of the company and planned the blueprint for building the first brand of Chinese canvas shoes.

On the issue of diversification or simplification of products, Heng people are much more conservative than Su Yun. Director general of the company's general manager office told reporters that this year, as the first year of the constant people's march into the cloth shoes industry, the main energy of the constant people is still put on their old slippers.

The key canvas shoes brand culture connotation needs to focus on mining, if Anta and Lining are Chinese Adidas and Nike (which can not help but think of Lining's slogan: do not be China's Nike, to be the world's Lining), then when will China have the opportunity to produce its own Converse? Huang Lixin, deputy director of Hongxing Erke technology research and management center, thinks that China's manufacturing industry has the advantage of labor, no matter what shoes you make, as long as you do specialization, you will be recognized by consumers.

Now several major sporting goods companies in China are fighting in the field of professional sports products. They have no time to take care of such a market like canvas shoes. This is a rare opportunity for small and medium-sized enterprises who aspiring to make bigger and stronger canvas shoes. It is not a rule that there will be a brand with high market recognition in the field of canvas shoes like CONVERSE.

Zhang Fasong, general manager of Liuhe Shenlong marketing planning organization, believes that the consumption concept of sports shoes was also popularized by Jinjiang enterprises. Now people's lifestyle is becoming more and more exquisite. People's shoes are mainly "big and full" or "small and full", and a pair of shoes go all over the world, no matter what they do.

But now, as people pay more and more attention to quality of life and enjoy life, the distinction between shoes is becoming more and more detailed. Canvas shoes are a promising market segment.

"The company's size and brand identity are not the decisive factors that can become the leader of China's canvas shoes industry. The key lies in whether these companies have deeply explored the story behind their products and brands. If they are not keeping pace with the company's system and management decisions only from the perspective of the consumer market, even if the market is large, they will not belong to them."

Zhang Fasong suggested so.

In response to this phenomenon, Li Guangdou, a famous marketing planning expert, told reporters that to truly become the first brand of Chinese canvas shoes is not simply to shout slogans. BELLE's leather shoes are well done, but it is not called by the banner of "the first brand of leather shoes" or "the first brand of leather shoes". It is based on the psychological demands of female consumers, and deep excavation of "hundred changes," so beautiful brand culture has been successful.

A product can only be given a new concept, a brand, and only by advocating a new culture can it really be heard in the market.

In early 1908, when the British immigrants Marquis Mills Converse (Marquis Conways) established their own "rubber shoes factory in Boston" in Massachusetts town, Marton, it is expected that their workshop will become a booster for young rebellious culture in the future.

At that time, the main business of the company was to manufacture rubber protective shoes and rain boots for workers on the industrial line. By the year 1910, CONVERSE had developed into an enterprise with 350 employees and 4000 pairs of Nissan.

After the first World War ended in 1917, the global economy was in a slump, and a lot of businesses were in the doldrums. However, CONVERSE was still sticking to producing low-cost canvas shoes under adverse circumstances, and the All Star series was born at this time.

A pair of simple cloth shoes, plus a star, the style is monotonous, but charming.

The power of All Star alone is enough to make the name Converse shine for hundreds of years.

Rodman, who reelected NBA's seven rebounding king, once said, "AllStar canvas shoes are just like jeans, which is an indispensable part of every American life."

In addition to the sports world, AllStar's charm is also sweeping the world's fashion personages, and many performing giant stars are wearing Converse All Star for fashion and glory.

In the US Hollywood, CONVERSE is the most adorable costumes of every shining star. In Japan, Tokyo, Shibuya, young cool girls are dressed up in CONVERSE fashion.

The high-tech and personalized design promoted by Nike and Adidas has attracted many eyeballs of sports teenagers. But for CONVERSE All Star advocates, sports performance and appearance are not the first choice they choose.

Today, people are interested in topics not only including the future of Converse All Star, but also who will become the next Converse All Star.