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Fujian Shoes And Clothing Enterprises Move Forward To Sell Terminal And Spread Sales Network

2012/1/2 17:01:00 47

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Recently, Wang Dongting, deputy general manager of Fujian Hongxiang limited company was very busy.

He frequently travels to Fujian and the Middle East to expand the company's sales outlets in the Middle East.

Fujian Hongxiang Limited is headquartered in Shishi. It mainly produces shoes and garments. It is an export-oriented enterprise with 90% export products.

Wang Dongting said that the company's products are mainly exported through middlemen, and now the company is expanding its marketing outlets overseas, with the aim of reducing intermediate links and thickening companies.

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Nowadays, like the Hongxiang company, the "going out" textile enterprises have become the mainstream in Fujian. They are skillfully implementing the strategy of "changing the line", or pforming the exporting country in time, or acting more foreign brands, or from domestic sales to export sales, or launching new models and brands according to the demand of the international market, and accelerating the expansion of emerging markets such as ASEAN and South America.

Extending brand agents to open up new markets

Quanzhou is the main producing area of light textile products in Fujian province.

According to the observation of Quanzhou's foreign trade department, many shoe and clothing enterprises in Quanzhou have actively opened up "multiple markets" while building their own brands. In recent years, the number of foreign brands has increased.

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At present, there are mainly 3 modes of operation for Quanzhou enterprises to represent foreign brands: first, rely on their own shoe factories to operate multiple foreign brands.

For example, three Shu group, sporting goods Co., Ltd., Wan Tai Sheng group and other enterprises take foreign brands as the main business items.

The common goal of such enterprises is to set up professional management companies with multi brand operation, and the long-term goal is to create their own brands.

The two is self created brand and agent brand operation at the same time.

Such as XTEP, gang Deng, foot friends and other enterprises in addition to agents operating foreign brands, but also run their own brand.

Three, the upstream enterprises of the industrial chain extend and expand the space to the downstream.

This extension includes 3 types.

The first category is the extension of brand agents from the manufacturing of shoe materials to the downstream sectors. For example, Quanzhou Taya shoes materials Co., Ltd. has been authorized for 30 years in the Chinese market by the famous British outdoor sports brand "H1 TEC". The second category extends from design and development to brand agency, such as Jinjiang billion Hua Co., Ltd. originally engaged in shoe design research and development, signed the British Cowboy brand "LeeCooper", and the third category extended from OEM production to brand agent. For example, Luenthai Enterprises Ltd made footwear OEM production mainly for some international brands, and now achieved the "SKECH ERS" of the US mobile brand in China.

Management

Right.

Entrepreneurs in Fujian, especially in Southern Fujian, are very keen and delicate about the market.

They pay great attention when making brand licensing agents.

brand

The definition of the license agreement is not only based on the rights of both sides, but also on the long-term development strategy planning, integrating brand licensing agency into the long-term strategic planning of enterprises, and guiding and coordinating brand licensing agency with the implementation of enterprise development strategy planning.

According to statistics, at present, more than 75% of Fujian's export brand enterprises have overseas brand agents.

This can reduce risks and reduce costs, and make full use of the experience and sales network of agents to enter the market quickly.

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Advance sales terminal and spread sales network

Since last year, Fujian's light textile enterprises are facing the double pressure of declining international effective demand and rising domestic production costs. They have moved forward the sales terminals, took the initiative to attack, set up trading companies overseas, and many export oriented enterprises are seeking to "break through".

It is understood that Fujian's light textile enterprises take foreign key markets as a breakthrough point, directly engage in independent sales channels and value added by engaging local staff, setting up overseas trading company, establishing chain stores, brand stores, and logistics distribution.

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Nowadays, setting up sales outlets overseas and getting orders directly has become the first choice for many small and medium-sized export enterprises.

According to the statistics released by Quanzhou Statistical Bureau, more than 300 private enterprises in Quanzhou have set up sales outlets overseas.

Quanzhou also organizes enterprises in Hungary Budapest, Middle East Dubai and other places to set up "Quanzhou commodity Street" and "Quanzhou mall" and other special sales areas, giving full play to the group effect and effectively helping Quanzhou manufacturing industry to expand overseas markets.

Facts have proved that many Fujian enterprises realize the deep development and utilization of the market by establishing independent sales channels and networks, and enhance the added value of the products.

The head of the Trade Department of the overseas Chinese group company of Fujian province believes that as long as there are comparative advantages, enterprises should carry out pnational operation and take the initiative to participate in various forms of international economic and technical cooperation.

compete

Expand development space.

Overseas factories and advantages of Fujian businessmen

Direct overseas companies or factories are also important for export oriented enterprises in Fujian.

Choice

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According to statistics of Quanzhou's foreign trade department, since August last year, 15 large textile enterprises in Quanzhou have gone overseas to invest in industry, with an investment of more than 20 million dollars.

It is understood that the ASEAN market has become the first stop for Fujian textile enterprises to build an international brand, and then they will be copied to the African market, the Middle East, South America, and even the European Union, North America and other regional markets in the ASEAN market expansion mode.

At present, the construction of China ASEAN Free Trade Area has come to an end.

Since January 1, 2010, China and ASEAN have reduced tariffs to more than 90% of their products to zero. This means that most of the products exported to ASEAN enjoy zero tariff treatment, so that bilateral trade in services and investment will also be more favorable.

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Fujian province entry exit inspection and Quarantine Bureau related personages analysis said, ASEAN market space is big.

The shoe market in China has become saturated, and it is difficult to expand the market share in large proportion. ASEAN has hundreds of millions of people, and its market space is very large.

After realizing zero tariff, the cost of footwear brand entering ASEAN market will be greatly reduced. In particular, many textile enterprises in Quanzhou have many years of brand operation experience in the domestic market, and have strong competitive edge in the brand promotion and sales system construction of ASEAN market.

It is understood that in May of this year, 62 newly approved overseas investment enterprises in Fujian increased by 130% over the same period last year, most of which were light spinning.

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"Opening up the African market is also the right time."

The relevant person in charge of the foreign trade and Economic Cooperation Office of Fujian province said.

Some African countries need to import large quantities of daily consumer goods. This provides important opportunities for Fujian textile enterprises. Some textile enterprises in Fujian province give full play to their processing advantages and actively explore the African market.

For example, Fujian excellent trading company has established overseas processing trade enterprises in Algeria, Egypt and other countries in recent years, exporting 7 sports shoes production lines, forming an annual production scale of 2 million pairs or more, which can drive export about 12000000 annually.

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