"Sports City" Brings New Wings For Marketing Of Shoes And Clothing Enterprises In Jinjiang

In the fourth issue of the Peking University Jinjiang round table forum, many enterprises regard their doubts as "shells" at the participating experts and scholars, and the representatives of the Jinjiang municipal government also take this opportunity to "test" their wisdom and seek a way out for Jinjiang's development.

With the opportunity of this forum, this newspaper invited Lan Banghua, assistant mayor of Jinjiang, Xu Zengwu, deputy director of the market development department of the former Beijing Olympic Organizing Committee, and Professor Xue Xu from the school of economics, Peking University.

Lan Banghua, assistant mayor of Jinjiang, Jinjiang is known as "the capital of brands" because there are many characteristic industrial clusters, such as Chinese shoes, umbrellas, zippers, world jacket and so on.

But Jinjiang has always had a puzzle. So many unique features can hardly be unified with a central word. "Brand capital" can't be related to specific products as Yiwu's "small commodity city", and it gives people a deep impression.

At present, Jinjiang is constantly improving the construction of the national sports industry base, and plans to set up Jinjiang sports industry cluster in the eastern coastal area of Jinjiang. The project includes sports equipment, sports research and development, sports e-commerce, sports real estate and so on.

I would like to ask experts, now that Jinjiang wants to integrate these industries together, what are the best strategies in marketing strategy?

Xu Zengwu, deputy director of the market development department of the former Beijing Olympic Organizing Committee: I feel that the Jinjiang municipal government does not have a clear position in planning.

Although Jinjiang's industrial clusters now have five traditional industries and five new industries, the leisure clothing industry represented by the powerful and the seven wolves and the sports shoes industry represented by Anta, XTEP and 361 degrees are still the dominant industries in Jinjiang for a long time.

To optimize the industrial structure, we must highlight the key industries. I believe that the development of sports industry bases must be guided by it.

Professor Xue Xu, School of economics, Peking University: Jinjiang enterprises have their own brands, but there are still some deficiencies in the urban brand.

The national sports industry base is located in Jinjiang, which brings unlimited business opportunities to the sporting goods industry in Jinjiang. It also brings a platform for innovative marketing tools. Enterprises should seize this opportunity.

In my opinion, before building a national sports industry base, Jinjiang should pay attention to solving four problems: the first is that when making plans, the government must give full consideration to the advantages of the local industrial chain.

No matter what industry you are, we must first consider whether or not the local industry has these elements.

At present, Jinjiang is the industrial foundation for building a sports industry base.

The second is whether the government can provide a complete set of market profit plans for those enterprises entering the base.

Because China is still dominated by labor-intensive industries and has advantages in human cost, if Jinjiang really wants to build a sports industry base, it must attract all the world's sporting goods buyers and manufacturers to come in.

If consumers of the world want to buy the best quality sports goods, where can they buy them?

The first choice is Jinjiang.

Or buying sporting goods in Jinjiang can get the cheapest price in the world.

In the final analysis, Jinjiang has to work hard to create market conditions.

The third is the organization of the industrial chain.

Can we effectively promote the whole industry?

The middle and lower reaches enterprises, especially the intermediate suppliers of shoes and clothing enterprises, must strengthen their development.

We can encourage entrepreneurship and provide venture capital to solve the supply of raw materials and key parts needed by sporting goods manufacturers.

In this way, the cost advantage of the whole industry can be highlighted.

The last is to cultivate entrepreneurs' strategic awareness, that is, we must innovate.

Frankly speaking, we have been engaged in sports industry for so many years, the technical content is still very low.

In the 2006 Asian Games, Nike designed a brand named ZOOM HURDLE LIU hurdle shoes specially designed for Liu Xiang by Liu Xiang.

In addition to the golden two word "Liu Xiang" printed on the heel, Nike has carefully designed a LOGO evolved from the word "Xiang".

Jinjiang has formed a very good foundation in the past. Whether it is a market base, or a brand advantage and a financial strength, in theory, Jinjiang enterprises have the power to sponsor Liu Xiang's war boots.

Of course, Liu Xiang has now been signed by Nike. If Jinjiang enterprises can catch the next Liu Xiang, then the sports industry in Jinjiang will be greatly promoted.

Xue Xu, a professor at the school of economics, Peking University, said that Dalian's new industry will be a reference for Jinjiang. Dalian's experience and lessons in developing new industries can be worth learning from Jinjiang.

Dalian has built up two major industrial brands, one is clothing industry, the other is computer industry.

But the clothing industry is now in an awkward position, and the computer industry is booming.

Dalian invested a lot of money in that year, and spent a lot of land resources and funds to organize the international clothing festival to develop the garment industry base and try to make it into an international clothing brand city.

But unfortunately, even now, there is no nationally known clothing brand in Dalian.

The development of garment industry in Dalian is now in a very awkward position.

But Dalian also has successful experience. Its development of the computer industry has been very successful.

First of all, it can catch the market.

Any place economy, if you take the industry as the object, must grasp the market.

The first thing the Dalian municipal government did was to successfully introduce some large software developers in Japan.

The second thing is that they have successfully organized the Northeast Asia Software Expo. Now the Expo has become a brand, so the software developers of Japan and Korea released software to promote software development during the Expo, attracting many software outsourcing companies to find customers.

The third thing is that the Dalian municipal government has organized a government inspection mission to Japan and South Korea to promote Dalian's software outsourcing services.

Now, the software park in Dalian has shown a strong vitality, with an annual output value of about 7 billion ~80 billion yuan.

The software park itself also has the basis of listing because of its good profits.

Dalian's positive and negative experiences in two aspects give us three enlightenments.

The first is the foundation of the industrial chain.

When planning the government, we must give full consideration to the advantages of the local industrial chain.

The second is the direction of development.

The government should have a set of guidance schemes to let products get rid of low level competition and gradually develop to high added value.

The third is the industrial chain organization.

It is possible to organize a group of international buyers and manufacturers to enter the famous brand.