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Fujian Garment Enterprises Seek New Breakthroughs

2012/3/19 11:57:00 34

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For most young people

Consumer

The bird of wealth is a very distant and rather strange place.

brand

But in many "70 after" and "80's" hearts, this brand is the symbol of leather shoes, once proud of having a pair of rich and precious leather shoes.

It is obvious that Lin Fu, the "master of the rich birds", does not want his brilliance to be frozen only in the 80 and 90s of last century. In July 13, 2010, the birds and birds group launched the brand with the concept of "tide". AnyWalk (Annie Walker), relying on the strong financial strength of the group, quickly arranged the terminal and set up a special store or shopping mall channel in Shanghai, Chengdu, Dalian and Qingdao.

In fact, before the rich birds, Mu Lin Sen also expanded the field to enter the outdoor sports.

market

。

Compared with the rich birds, Mu Lin Sen's products are more casual and casual leather shoes production line is more abundant, and it is understandable to enter the outdoors. More importantly, they love a group of data. Since the outdoor industry in 2000, the outdoor products sector grew at an average annual rate of 48.9%, even more than that of the IT industry in the same period.

To this end, in 2010, Mu Lin Sen invested 50 million yuan in outdoor sports to start the market, invested 100 million yuan to expand the market, and 200 terminal sales outlets have been established.

In addition, Jin Mai Wang and Forrest are involved in outdoor leisure shoes, and an outdoor wind has been blown up in Quanzhou, China's shoe capital.

Shoes and clothing enterprises exert their strength

"The seven wolf wolf shoe industry is no longer what it used to be."

Zhou Shaoxiong, chairman of the seven wolf industrial Limited by Share Ltd, said

Quanzhou

Seven wolves, the first enterprises to realize "diversification", have benefited from it. The annual sales revenue of the seven wolves sports has been broken by 1 billion yuan, and the sales of the seven wolf wolf shoe industry (including leather goods) is also increasing year by year.

Zhou Shaoxiong has no secret that his goal is to get through all fields, from shoes to clothing to accessories and luxury goods.

"The first crab to eat is not a forerunner, but a martyr."

Obviously, PPG became a martyr, and everyone became a pioneer.

As we all know, all customers are famous for selling t-shirts and shirts, and the quantity and variety of their direct selling products are also increasing day by day. Besides the market of clothing products, Chen and his fans have extended their tentacles to the field of shoes products.

After two years of development, the sales of shoe products have now become an important part of the company. The year of the plan to be listed is most likely to be the largest in 2012.

If the seven wolves and the fans cross the field of shoes, then Busen and other Jiangsu and Zhejiang brands will enter the clothing industry from shoe companies.

Jiangsu and Zhejiang

shoes

Enterprises are also slowly changing. "

Huang Yishun, who designs the OEM Shishi card company of famous domestic footwear enterprises such as the rich birds, the wood, the red dragonflies, and AOKANG, said that if Fujian is the world of casual men's clothing, Zhejiang is the genuine leather shoes city. Besides shoe products, many shoe enterprises like Jiangsu and Zhejiang have begun to slowly pform, and have begun to set foot in such supporting fields as clothing. "This is the general trend. In the future, they will enter the field of accessories with sufficient financial strength."

Huang Youshun said.

Brand development in the long run

It does not mean that we will succeed, but we will not succeed if we do not set foot in it. "Cross border development, enterprises often need higher visibility and market awareness."

Yuan Fang, director of media strategy at CCTV, said cross-border is not easy, but for shoes and clothing enterprises, cross-border is also necessary.

In order to highlight the height of AnyWalk, Lin peace specially matched its internationalization.

brand

Think tank team, space system design team and mainstream communication channel resources.

Starting from 2012, AnyWalk's customized TV programs will be broadcast on the Internet. The program and advertising from CCTV to the city TV will be fully opened up. "Storytelling fashion" is also an important means of promotion.

Lin Heping said that making a brand is like making a press conference, requiring high and dazzling.

Not long after its establishment, he became a member of the outdoor industry association of the United States. He was also the first Chinese enterprise selected in China. "We advocate healthy, environmental protection, calm and passionate" Mori way. "

Lin Rongzhou, chairman of the wood Lin Sen group, said that the initial definition of Mu Lin Sen's outdoors is the global strategy, which competes with the world's big names. "After making shoes for so many years, we know that no success can be accomplished overnight. Therefore, we must take a long-term view and consider the gains and losses in one city, one pool."

"We will be in shoes."

Collar

Interdisciplinary development.

Zhang Wenbin, chairman of Mobile Group Holdings Limited, said that the success of the listing not only gave great confidence to the development of China's casual footwear industry in the crucial stage of pformation and upgrading, but also more importantly, including the brand of Jin Mai Wang and Golev, which has a broader development platform, and truly become a shoe and clothing brand operator, no longer a dream.