Shoes And Clothing Enterprises Riches And Birds Start Production And Marketing Separation And Upgrading Strategy

Recently, China's well-known shoes and clothing enterprises

"Birds" fly to Xiamen

To be precise, the banquet of fortune bird, behind the scenes decision makers is chairman Lin Heping and his family members. The promoter of the stage is Xia Youqun, who is known to all in the circle of professional managers in Quanzhou. After joining it, he was awarded the deputy general manager and marketing manager of the rich bird group, and became the engine of the bird of fortune to fly to Xiamen.

Lin Heping believes that the current market structure and competitive situation determine that the fortune bird should turn from the production to the brand operation, and choose Xiamen as the fulcrum of the take-off again. The reason is the same as that of many Quanzhou enterprises, but it does not mean the overall relocation. Instead, it is the establishment of Xiamen marketing company. The newly formed operation team is responsible for breaking the situation behind the dealer and making the brand face the consumers.

Xia Youqun, the leader of the new operation team, told reporters that he chose to set up in Xiamen.

"Nest" to build Quanzhou

The "blood base" of the birds is still in Quanzhou.

The reporter understands that at present, there are three industrial parks and state-level technology R & D bases in the rich birds group, as well as 75 production lines built according to international standards, with nearly 10000 employees. This capacity is directly related to the previous production and processing, and the data is directly related to the leading AOKANG in domestic industry. However, in terms of output value, it is more than doubled, not to mention, compared with international brands, this has a direct relationship with brand competitiveness. For example, there are more than 3000 outlets in the country, but most of them are controlled by distributors, while AOKANG, BELLE and other brands are mostly self built chain stores.

Quanzhou leather shoes and casual shoes enterprises are concentrated in Shishi.

In November 20th, Shishi Jin Chang shoes and Garment Co., Ltd. signed the grand ceremony of the Philharmonic Orchestra, and vows to be the brand of the strong king of the side line shoes. It also played a new round of attack horn.

However, there are also people in the industry who believe that at the moment, there is no rush hour for leather shoes and casual shoes enterprises to set up marketing centers in the field.

"Now the pattern of the industry is very similar to the sports brand around 2000, and the market share is expanding rapidly, but the demand for products has not been upgraded to the quality and brand consumption, and mass consumption has a very strong randomness."

Mr. Shi, a marketing director of a listed company, believes that when there is no brand competition among the peers, the construction of a large amount of capital into the high-end marketing system is ahead of schedule, but the separation of production and marketing can easily lead to the separation of production and marketing, and the attitude of the enterprise is still very cautious.