Jinjiang Shoelace Brand Enters Wanda

As famous

"In addition to having Jinjiang

A well-known sports brand such as XTEP, such as Hongwei and Tai ya, has a large number of small and medium-sized enterprises, such as shoelaces, socks, etc., which are obscurity and obscure accessories.

Now, these behind the scenes accessories manufacturers also began to come to the stage.

The first step for them is to enter the shopping mall.

A few days ago, shoelace Manufacturing Co., Ltd. opened its first store in Wanda Plaza, Jinjiang.

And after the speed guest, the Jishi sporting goods company, which specializes in producing high-end socks, is also preparing to excavate the shopping mall channels.

The industry believes that, because the entry threshold of accessories products is relatively low, compared with the finished shoes market, shoe manufacturers are more likely to fight "price wars" and hide the danger of being "caught up with the wind".

Therefore, it is doubtful that the business of speed Lok and other enterprises can bring much benefits.

"Welcome to experience our products."

Recently, as a safety shoelace manufacturer, speed Lok sporting goods Development Co., Ltd. is a "invisible" enterprise in the shoe market. Recently, its first image shop opened in Jinjiang Wanda Plaza.

On the first day of its opening, the novelty shoelace products attracted a large number of customers to stop buying.

"In the field of shoelace production, we are the first enterprise in the country to enter shopping malls."

In an interview with reporters, Xu Jinjing, chairman of speed Lok sporting goods Development Co., Ltd. said that the move of speed Lok to the shopping mall was the first step in shoelace production enterprises.

"We set up stores in shopping malls, mainly to enable consumers to have an intuitive experience of" safety shoelaces ".

At the same time, we can also communicate with customers, understand the needs of customers and shorten the distance from consumers.

In fact, as a shoe accessory, shoelace has always been ignored. Most shoelaces are sold with shoes. Consumers often find it difficult to get shoelaces in business super.

"Most shoelace manufacturers go to the wholesale system, and a pair of shoelaces may be only a few cents, and it is not cost-effective for businesses or shopping malls to sell separately."

Xu Jinjing told reporters.

For speed users, this is not a problem: in the first image shop of speed passenger, the "loose proof safety shoelace" has become the only product in the store.

On the other hand, the business super channel fee is very high for the profits of the stationed enterprises, and it is also the high price of shoelace products that supports the fast runner's business. Every pair of "loose proof safety shoelaces" is priced at 23 yuan.

As a shoe manufacturer, Jishi sporting goods Co., Ltd., which specializes in producing high-end socks, is also very strong and ready to excavate shopping malls.

"We are going to follow the boutique model. In large shopping malls, consumers can buy high-end health socks that we produce."

Ji Hongxia, general manager of Jishi sporting goods Co., Ltd., told reporters.

It is understood that Jishi sporting goods Co., Ltd. has developed a massage function of health socks, each pair is expected to sell 50 yuan, the product will be positioned in the high-end business crowd.

"For these people, enterprises must make some noise in large shopping malls, not only to sell products, but also to enhance brand image."

Ji Hongxia told reporters clearly.

"How many consumers will really buy" when the product is so high? "After hearing the news of speed shop Jinjiang Wanda image store opening, many people in the industry murmured. Even a lot of people in the industry were counting the time of the shop closing down.

But in the first crab eating Xu Jinjing's view, although the price is high, his shoelaces also have a lot of "selling points" that consumers can choose.

"Good products bring about changes in people's lives.

Our country

Technological development is advancing by leaps and bounds, but in stark contrast, shoelace industry is lagging behind, and shoelace technology breakthroughs will lead to innovation in people's lifestyle.

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These words of Xu Jinjing have their strength basis.

In fact, there are often a large number of "technological patents" behind the products that bring innovation to people's lifestyle.

The new generation of multi-functional elastic shoe buckle device developed by speed Lok has won 7 national patents in terms of appearance quality, corrosion resistance, tightness, light skid resistance and anti loosening load. At present, the company is still applying for the national hi tech award.

In the same way, Jishi company, which aims at high-end business people, is also playing the "technology" brand.

"Our massage health socks have been scientifically demonstrated, not only can promote blood circulation, but also accelerate the consumption of human calorie."

Ji Hongxia told reporters that people wearing their health socks, walking a kilometer of heat consumption, equivalent to wearing ordinary socks to walk five kilometers, "this is very suitable for sedentary computers before white-collar crowd."

In fact, in Ji Hongxia's eyes, massage health socks are not "socks".

"I think of it as a health product and a concept of" health ".

The added value of products depends not only on technology, but also on consumers.

In fact, shoes and enterprises are attacking the shopping malls in a big way because of the homogenization of the shoe market.

In the view of brand marketing planning expert Guo Hanyao, on the one hand, the homogenization of the shoe market has led to a decline in the overall profit level of shoes products. "This has led many shoe companies to withdraw from the shopping mall channels and give up positions for other high profit enterprises."

On the other hand, the entry threshold of shoes distribution market is relatively low. Compared with the shoe market, shoe manufacturers are more likely to fight "price wars".

"First entry companies, even though they are at a high level of profit, will inevitably choose to occupy the high-end market channels in order to ensure" no worries "and the advantages of first entering the market.

Guo Hanyao told reporters.

As a matter of fact, both the fast track customers and the Jones sports company have the risk of following suit.

An industry insider who did not want to reveal his name said that taking the relaxing shoe laces of speed Lok as an example, if he got the samples, his company would produce exactly the same product in three days.

"If the product is sold well, the appearance will change and the price is lower than that of their home. We are confident that we can compete with these" leaders ".

To this end, in the view of experts, shoe distribution companies stationed in shopping malls should pay more attention to brand building and highlight the concept of "category first" while playing the unique technology brand.

"Brand as a symbol of product or service can be used to characterize and create the difference between similar products or services. Consumers are relying on the brand to create a sense and experience to help them select or identify products or services."

Zhang Canrong, a brand marketing expert, told reporters how to make consumers feel and experience different brands from other brands.

"This requires not only shoe matching enterprises to have their own unique products, unique technology, but also require shoes to match enterprises in the promotion mode, after sale service and consumer interaction experience, so as to enhance consumers' awareness of their brands.

Otherwise, the shoe matching enterprise that first enters a subdivision field is only to "dress" for others.

Zhang Canrong told reporters.