Quanzhou Shoe Enterprises Have Launched A "Domestic Sales Enclosure War".

This year, businesses in Quanzhou are busy doing business in many places.

Green group's brand "

The layout strategy of children's clothing is to increase 25%% sales outlets on the original basis.

"The market is the main thing, there is no marketing channel, everything is empty."

Xu Jingnan, chairman of PEAK group, said that in manufacturing, it is always "marketing is king".

Although enterprises are expanding their sales channels, this year's tightening of money, rising costs and the implementation of the new regulations of the labor law are all a challenge to the profitability of enterprises.

"The same store has not changed, and the volume of traffic has not changed. This year's monthly sales have declined."

The person in charge of a clothing brand in Quanzhou said that the maximum degree of reduction was above 20%%.

The importance of first tier cities to a brand is self-evident.

"Tick tap" has entered Beijing, and it has been tossing and turning three times.

"In the second year when the brand was founded in 1998, the company opened a special counter in Yansha general merchandise, but it was withdrawn because of its high operating cost."

Zhao Jianhe, chairman of the board of directors of Green, said, "the brand awareness was not enough at that time. It was not thought that even if there was no profit, opening a counter in the high level shopping mall in Beijing could play an advertising role."

Don't say Quanzhou is huge.

Enterprises compete for "access" in the first tier cities. Anxi Tieguanyin group and Quanzhou tea brand, such as the eight horse tea industry, have been planning to go to Beijing since last year, and have changed their practice of developing Beijing market by wholesale.

For enterprises, the significance of grabbing the first tier cities lies in "branding" rather than making profits.

Reporters interviewed learned that enterprises in large cities are usually mainly owned by direct shops, mainly because they were hard to make profits at the very beginning and could not find agents in the absence of profits.

The first tier cities have become the "golden sites" for enterprises to compete for, and this has also created a situation that "one shop is hard to get" in these cities.

The development of enterprises should not only focus on the first tier cities, but also on the two or three tier cities.

However, in order to start the brand, entering the first tier city is also a card that Quanzhou's domestic enterprises have to take.

"Who gets the final residual value and who is the real boss?"

Liu Fuyuan said before analyzing the export situation.

The same situation also exists in the domestic market.

Due to the lack of international brands, China's apparel industry has played a pivotal role in the international industrial chain in recent years, but it is not the biggest beneficiary of the international industrial chain.

This phenomenon has also attracted the attention of Quanzhou garment enterprises. Since the beginning of this year, many Quanzhou brands have put their eyes on the high-end market, and have made new moves in brand marketing strategy, and have launched new brands.

Qipao named its new brand "Qin Dynasty", mainly in Shanghai, and was led by Hong Xiaofeng, deputy general manager of the group.

Turning the "Qin Dynasty" into a brand new high-end brand will become the focus of the development of Qipai in the next few years.

According to Hong Zhaoshe, chairman of Qipai, "Qin Dynasty" positioning high-end market, will cooperate with international high-end clothing brand in the design, production, sales and other links, and the distribution of marketing outlets will also adopt different development strategies. It will set up outlets in Shanghai, Beijing and other first-tier cities as a breakthrough point.

The seven wolves joined the French designer to launch the international designer brand "SEPT-WOLVES" (Sheng worth) in a high-profile appearance.

Zhou Shaoxiong, chairman of the seven wolves, revealed that the brand will aim at the new markets in Europe, Southeast Asia and the Americas. It will be positioned in the high-end line of the social elite consumption group, and the sales channel will be distinguished from its original products, mainly in the first-line department stores, and only some of them will be stationed in the terminal of life hall and large flagship store built by their own huge sums of money.

If we say, seven wolves are newly listed designers.

"SEPT-WOLVES" is a French fashion feast. The experience of high-end business people is endless elegance and luxury.

Then, following the red label and the green label, the new blue label series (SWJEANS, also called Blue Wolf) introduced by the seven wolves this year will bring a new and youthful feeling to the fashionable youth and let the fashionable tide people feel comfortable and free.

As the latest action of the seven wolves, the seven wolves blue label fashion series is aimed at 25 to 35 years old, strong personality demand consumer groups. With the new cowboy style, the urban fashion is interpreted in depth, marking the seven wolves after successfully covering the field of men's business and casual wear, and aiming at the market segment of "80 after" young fashion crowd.

This is also the Qipai brand of Quanzhou's clothing leading enterprises. This year, the Chinese jacket, celebrities commemorative Chinese collar and wedding suits were introduced in the market segments.

In terms of market segmentation, Quanzhou's shoemaking enterprises are also unwilling to lag behind.

As early as last year, XTEP chose to cooperate with us Disney to enter the market for children's shoes.

According to the cooperation agreement, XTEP acquired the right to use all cartoon characters including the Mickey Mouse and Donald Duck in the mainland of China, including sports shoes, sportswear, hats and other sporting goods.