Sports Shoes And Clothing Brand Pformation, Leisure Fashion Clear Positioning Is The Key.

"This year the main category is cowboy, and opened up a business casual CITY series for white-collar workers, paying more attention to modern fashion sense.

In recent years, with the birth of "rocking shoes" and signing of Korean idol Chung Geun-hee, fashion leisure "alternative sports" has become the brand line of Zhengda Group.

"Before wearing sportswear on the street is a fashion, but now people are inclined to a more casual lifestyle, which brings opportunities for casual fashion between sports and traditional formal clothes.

"People in the industry say that in the past two or three years, leisure and fashion are generally regarded as the" last pot of gold "of Fujian's footwear industry chain.

In the traditional sports market is weak, like Jinjiang, Shishi and other enterprises, some local sports brands located in Quanzhou Taiwan investment area have begun to pform, extending their tentacles to the field of fashion and leisure.

Combing brand and adjusting product mix

"With the increasingly saturated market of professional sports, the speed of its elimination and integration is also accelerating.

3 years ago, Chia Tai decided to shift from sports to fashion and leisure, extending consumer groups to white-collar workers in the three or four tier cities.

"Guo Jingqing, general manager of the company, told reporters that the core of the change is the change of product structure.

Chia Tai has started small scale commodity innovation since last autumn and winter.

For the first time in the three months of the listing, the checked shirt has been well received, and many stores are sold and empty.

It is reported that the relatively complete commodity system of Zhengda will be fully displayed in 2013, mainly in clothing, accounting for 70% of the total proportion of shoes, followed by shoes.

"Light grey paragraphs, background walls, hundreds of tides."

Among them, the more practical black frame display cabinets and shelves, the latest clothing is a casual fashion.

"In mid July, Quanzhou's Taiwan businessmen's investment zone, the eight elder brother's shoe family fashion experience shop, was low debugging and business.

"This marks the perfect appearance of the 2012 new terminal images of the eight starlings, focusing on the strategy of" focusing on the terminal ".

"The company's relevant person in charge Huang Shijin told reporters that unlike previous stores, fashion clothing and other products occupy more than half of the position.

In the context of product homogenization and fierce competition in the market, besides casual shoes, casual fashion will become another main product of starlings.

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Independent research and development

Killing homogeneity encirclement

In the field of fashion and leisure, there are already some brands that have taken the lead. For example, the global fast fashion brands such as GAP and H&M have gathered in China, and Metersbonwe in the mainland.

"Analysts say that problems such as homogenization competition and price war in the sporting goods industry will also be encountered in the field of fashion and leisure.

"Now the competition of shoes and clothing enterprises has risen from single product competition to the whole brand and brand culture competition.

"Guo Jingqing frankly said that copying a piece from the East can not form its own unified style.

Chia Tai chose to develop independently and form a unique style. Every product development and development had to undergo such a process: the Hongkong organization will provide the Italy fashion agency with the fashionable information after the combing, the Italy side will list the general outline according to the information, then the Beijing organization will "localize" comb, and finally give it to the more than 80 R & D team within the company.

"Working with internationally renowned design teams to add more international elements to product design, and products can be processed through local organizations to maximize their performance.

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"According to the introduction, at present, Zhengda's civilian leisure routes have been widely accepted, and there are more than 2000 stores in the country and 4000 wholesale outlets.

Successful pformation

Clear positioning is the key.

The fashion and leisure section looks "beautiful", but the real pformation of enterprises is a bone breaking matter.

In the industry view, fashion casual wear with

The way of operation is very different. It is different in R & D team, visual information, raw and auxiliary materials, supply chain platform, market terminal and so on. If rashly pformed, there is a great risk.

Integrating global resources for our own use is the most important way to deal with it.

Since 2010, Zhengda has hired an international brand think tank team to sort out the core of the brand for the company, and has made strategic cooperation with the well-known suppliers in China to create the first production supply chain and make full use of the value chain to realize the multi-party supply pattern.

Since 2011, Zhengda has also invited Peking University to enhance its scientific diagnosis and management system for its internal management.

Insiders remind that every period, the rise of every style and category will drive some brands up, and once the market resources are occupied, it will be difficult to break through.

After several years of development of fashion and leisure sector, it is hard to say that it is not another "Red Sea". If enterprises can not seize the market quickly, they will inevitably face the choice of pformation again.

In the choice of market, enterprises should have their own backbone, especially with a clear brand positioning. If the runway is blindly replaced, the damage to the brand will also be great.