New Highlights Of Expo Shoes Expo

The news of origin brand influence survey launched by our newspaper and independent investigation agency in 2008 attracted the attention of the industry.

Why do we need to launch this activity?

What is the significance of this activity?

What kind of inspiration can it bring to the shoe and clothing industry in Quanzhou?

These are the most concerned issues in the industry.

Our answer is: at the moment when the two most influential exhibitions of Haibo and shoe Bo are coming to the mainland, many local brands are looking for higher platforms because of their own growth. In the two exhibitions being increasingly regarded as the "chicken ribs" by these local brands, we hope that through this investigation activities, we will give strong bookings to the two exhibitions, and also provide reference for their future development plans, and fulfill the promise of "bosses" weekly "stakeholders".

The city brand will be promoted by the origin brand. In the middle of this month, Haibo and shoe Bo will come on stage again.

What are the benefits of the two major local shoe and clothing exhibitions that have gone through 11 or 10 years of history?

Many people in the industry are secretly calculating.

It has been said that over the past decade, Haibo and shoe bo have witnessed the development process of the two major industrial chains of Quanzhou shoes and clothing.

Whether from the initial sale, or the mutual reference of product manufacturing and marketing methods, a lot of attention has been paid to the wave makers in Quanzhou's huge footwear and apparel industry chain.

But some people say, "nowadays, the brand marketing of many products in Quanzhou has gone all the way to the whole country and to the world. The local exhibitions no longer can bring benefits to their brand communication or sales.

So why do such exhibitions still work so hard every year?

Zhou Shaoxiong, chairman of the seven wolf industrial Limited by Share Ltd, believes that the locals in Quanzhou have quite agree with these brands of origin in Quanzhou, which is a remarkable progress compared with the previous years.

However, the origin brand needs others to identify with others.

How can others be identified?

He felt that the first point needed the government to support and develop vigorously.

He said that in recent years, some enterprises in Quanzhou have made the overall origin image through their own brand, greatly improving the visibility of Quanzhou.

However, further, the government should work hard on the mechanism and system, and let people feel that Quanzhou is a fashionable, innovative and cultural city, so that the outside world can deepen the recognition of the cities of origin.

"The brand of a city is closely related to the brand of an enterprise.

If a city's brand can not be established, the outside world will naturally not agree with the brand of the origin.

The two brands of origin brand and city brand should complement each other. Just like people now think of Haier as soon as they mention Qingdao, they also associate Qingdao with Haier.

This should also be the direction of Quanzhou's urban brand and origin brand.

Zhou Shaoxiong said.

At the end of last year, Jinjiang was recognized as the national sports industry base by the State General Administration of sport, and Jinjiang's location was clear.

Shishi also plays a role in the textile and clothing industry as well as the supporting industry chain.

According to the insiders' comments, Haibo or shoe blogger is closely related to its city location, and has become an important window and image stage for the two cities.

The most authentic reference is the development of shoes and clothing industry in Quanzhou. The origin of Fujian has rarely become the main attacking market at the beginning of brand development.

This statement also has certain reason support.

Mr. Wu, who has worked as a planner in several sporting goods companies in Quanzhou, told reporters that the consumption environment and market environment of Fujian market are different from other parts of the country. Although the consumption capacity is relatively high, the capacity of the city is limited, and its brand is concentrated and the competition is fierce.

This makes many brands, especially in the early stage of brand marketing strategy, turn to other areas with less competition, so as to avoid the disadvantages.

Another expert in the consulting industry said that in the process of brand communication, especially for domestic products, the content of producing areas was rarely pmitted. For example, Anta, he would not say that he was Jinjiang Anta, for example, the seven wolves would not say that she was Jinjiang or Xiamen seven wolves.

All of these indicate that the brand influence of producing areas has not been widely valued in most of the footwear industry in Quanzhou.

Some bosses who rushed to the forefront of the market expressed their opposite views.

Ding Shuibo, President of XTEP (China) Co., Ltd. believes that the influence of a brand is an integrated system. The influence of origin brand influence is mainly on the consumers of origin, which is probably the most realistic aspect, because consumers of origin have more convincing feelings about brands.

He said that consumers in other regions probably simply understood the brand from advertising promotion of brands, and were not very clear about the true strength of the brand.

For example, a brand uses a lot of money to do marketing, packing itself very well. In fact, people in the industry know that the brand is just gorgeous and flashy.

"Especially in the deteriorating environment of foreign trade, domestic sales have become the way out for many enterprises. To do domestic sales, they must make brands.

If an enterprise can attach importance to the brand influence of its place of origin, it will do a lot of hard work rather than pursue something superficial.

Ding Shuibo said.

Accurate investigation is more convincing. At present, the three major surveys in Fuzhou, Xiamen and Quanzhou are proceeding in an orderly way.

On the basis of the success of the annual employer survey, the newspaper will continue to cooperate with the third party investigation bodies to provide more professional results for this investigation.

Liu Qiming, who has spent many years in the comparative study of Chinese and foreign jacket industries, and identified Jinjiang as a senior industry insider of the world jacket, said that at present, all kinds of research on brands have been carried out all over the country, but the results are really consistent with reality and have great relationship with the way of investigation.

"Professional investigation should have a professional target group, with a certain sampling coefficient, using statistical sampling data analysis, the third party professional body's position is neutral, can obtain more objective and real survey data, the survey results are more effective."

Liu Qiming said.

He said that in the process of market research, every link may produce errors. If there is no professional scientific design and data acquisition control experience, the deviation of the survey results can not be well controlled within the acceptable range, then some unreliable findings will be unfair and uninfluential.

The goal of the investigation is to acquire 28 famous brands of Chinese shoes and famous brands, which are recognized by the State Administration for Industry and commerce.

Why is it set so?

Because these brands have the highest gold content.

From the point of view of investigation, it is possible to minimize the error of investigation and the result is more believable.