Jinjiang Shoe Industry Reshuffle Comprehensive Breakthrough

At the Eighth China (Jinjiang) International Footwear Expo in April 19th, reporters saw a foreign businessman who came to buy Chinese shoes before the famous shoe business booth at SM International Exhibition Center. Her look of concern seemed to tell people that the charm of Chinese shoes was still undiminished.

On the one hand, it is such a joy. On the other hand, it is also concerned about the restrictions on various trade barriers. Many brands will inevitably face competition in the same market. Under such fierce competition, how can shoe enterprises break through and deal with internal and external calmly?

Reporters at the exhibition saw what they saw, and saw some clues to share with readers.

Highlight the formula of group strength: industrial gathering + industry synergy = regional brand effect from sports shoes to sporting goods, from the 2003 China badminton team training base settled in Jinjiang, to Anta, XTEP, 361 degrees, Lu You, MEK, mingle, Philharmonic respectively sponsoring CBA, WCBA, the National Men's Volleyball League, women's Volleyball League, Table Tennis Super League, extreme sports elite, Trampoline Championship and digital sports CIG, Jinjiang sports industry development tentacles are gradually extending.

In December 2007, the national sports industry base was settled in Jinjiang, and Jinjiang was officially positioned as a sports city.

Industrial and urban stride is testing the Tenth China (Jinjiang) International Footwear Expo.

Coinciding with the 2008 China Olympic year's shoe fair, with the theme of "brand Jinjiang and run-up to the Olympics", the first comprehensive layout Hall of "China Sports City Jinjiang" was set up. On the basis of the three traditional exhibition areas of shoe machine, shoe material and footwear finished product, the hardcover area of small and medium-sized enterprises was planned for the first time.

Foreign merchants' enthusiasm for "made in China" has not been reduced in the past year. The most popular topic for Jinjiang shoe enterprises is restructuring and listing.

Anta's listing in Hongkong undoubtedly achieved a breakthrough of zero, financing about HK $3 billion 168 million, setting the largest scale of China's local sports brand in overseas capital market.

And other shoe companies in Jinjiang are also eager to try, XTEP, 361 degrees, Jordan and golden lake.

In order to jointly promote the pformation and upgrading of the development strategy of local footwear industry, the collective attack was launched.

It can be said that listing is another opportunity for Jinjiang shoe industry to develop again.

The organizing committee has revealed that the theme of this shoe Fair is "brand Jinjiang, run-up to the Olympics", aiming at boosting the Chinese footwear industry to the world with the help of Beijing Olympic Games, attracting the world shoe industry to once again focus on Jinjiang, and further demonstrating the brand strength of Jinjiang footwear industry, leading Jinjiang enterprises to compete for the business opportunities of the 2008 Beijing Olympic Games.

Jinjiang shoe companies also take a new path to take the Olympic express, and constantly promote industrial upgrading: Anta has formed a strategic partnership with the NBA Rockets; Hongxing Erke, Lu You and Kang Tai also sponsor the Olympic delegation of North Korea, Tajikistan and Lithuania respectively.

In this exhibition, we will try our best to highlight the Olympic theme and create an Olympic atmosphere.

From the perspective of industrial effect, the 2007 national sports industry base settled in Jinjiang will undoubtedly strengthen the links between the State Sports General Administration and Jinjiang shoe making enterprises, enhance the brand of the city, realize the mutual promotion of city brand and industrial brand and enterprise brand, promote the marketing innovation of enterprises, make full use of the national sales network of Jinjiang sporting goods enterprises, establish a brand promotion mass fitness club which integrates product display, sales, experience, fitness and leisure into a large and medium-sized city in the whole country, and form a new mode of developing Jinjiang's capital and service oriented outgoing fitness and entertainment industry. It is beneficial for enterprises to integrate the sporting goods industry chain, promote technological innovation, product innovation, and enhance the overall strength of the footwear industry.

Focusing on the formula of children's shoes Market: consumer extension + precise positioning = reshuffle journalists understand that the polarization phenomenon of children's shoes market is becoming more and more serious, and children's shoes brands are almost monopolized by foreign and Hong Kong and Taiwan brands. Most of the domestic children's clothing products are in the middle and low market.

There are 300 million children in China, and 10 million new babies will be added each year. The demand for children's shoes is very large from the consumer market. However, there are few brands of local children's clothing that can be deeply rooted in the hearts of the people in the domestic market, while the international brands have launched the mainstream franchise mode of franchising. More and more investors are targeting the international brand. The domestic children's shoe brand market is facing the risk of being squeezed.

Anta will launch the Anta KIDS (children) brand. The new product will be on sale in the first quarter of 2008, and is currently in the stage of personnel recruitment and team building.

"Anta KIDS" is located in the mid-range market. Unlike Anta stores, Anta KIDS will open up another sales channel, but flagship stores in major cities will be mixed with the current Anta adult brands.

Anta is not the first shoe maker to enter the children's shoes market. As early as last year, it announced that it would enter the field of domestic children's shoes at 361 degrees.

Ding Jiantong, chairman of the 361 degree board, has publicly stated that he was interested in children's shoes early.

It is understood that in recent years, 361 degrees has been sporadic production of children's shoes, but the production capacity is very limited.

Last April, the industrial park of 361 degrees in the five mile industrial area of Jinjiang was officially laid the foundation. It is reported that the new park will build four to five production lines and 8000~10000 Nissan children's shoes.

According to the plan, the first pair of 361 degree children's shoes are expected to be formally lowered in the first half of 2008.

The spread of shoe culture is getting more and more attention. China is becoming the strategic base for the entry of international children's brands.

At the international children's clothing and supplies fair, a group of outstanding foreign children's clothing brands from the US, France, Italy, Britain, Japan and Korea will focus on the appearance of more than 40 brands.

At present, about 70% of the domestic children's shoes market is no brand competition, the 20% is imported brand children's shoes, and domestic brands are only 10%.

Due to the lack of quality and style, the market share of China's children's shoes brand has been relatively low, especially the sales of children's shoes in large and medium-sized cities are occupied by foreign brands, such as BBG, which have many years of history.

In addition to Anta, XTEP and 361 degrees continue to expand to children's shoes and clothing market, domestic children's shoes and clothing enterprises have also accelerated the pace of industry consolidation.

In August 2007, the famous children's clothing enterprise Green children's wear officially announced the march into the children's shoes market.

At present, the market of children's shoes and clothing is still in the stage of "mixed battle". There are more than 200 brands of children's wear and children's shoes in China, of which only more than 70 are famous.

Moreover, no child shoe brand has a market share of more than 8%.

In order to seize the huge cake of China's children's products market, NikeKids and other world-renowned children's products brand enterprises have poured into China. The famous children's product brand "good boy" has become the world's 11 well-known brand of children's products agents.

Under the dual "encirclement and suppression campaign" of speeding up the integration of children's clothing and speeding up the expansion of giants such as Anta and XTEP, the life of children's footwear enterprises in China has become increasingly difficult.

The entry of Anta and XTEP will definitely have a certain impact on the domestic children's shoes and clothing market.

The image of foreign big brands in the domestic consumer groups has been deeply rooted in the hearts of the people. The introduction of children's shoes products is easier to accept for the market, which is bound to impact domestic children's shoes brand.

China's children's goods market is increasing by an average of 12.4% per year. With the intervention of Anta, XTEP and 361 degrees, the reshuffle of the children's shoes and clothing market will start soon.

Jinjiang uses the overall "sports status" to show people to borrow the trend of animation. Formula: cartoon image + culture = creative industry road, "XTEP" to enter the children's market strategy, using the strategy of "ship to sea", as early as 2006, XTEP signed a joint agreement with the United States Disney, with the help of Disney "curve" to enter the children's shoes and clothing market.

According to the cooperation agreement, XTEP obtained the right to use all the cartoon characters including Disney, Mickey Mouse and Donald Duck in the Chinese mainland, including sports shoes, sportswear, hats and other sporting goods products. XTEP will be responsible for the R & D, production and sales of Disney brand products; Disney will focus on product quality supervision. Apart from sending special quality inspectors to XTEP, they will also conduct spot checks on Disney brand products in the domestic market. In addition, Disney is also involved in product R & D and design. According to the latest international trend, designers are sent to assist XTEP in the research and development of new products.

Another Hualong slipper has won almost all the cartoon characters of the Warner Brothers including Tom, Jie Ruishu, rabbit and so on.

Not only is the famous cartoon character abroad, but also the QQ penguin of Tencent, a famous Internet company in China, has become the "endorsement image" of the sports brand.

Follow the trend of product design, technology awareness to enhance the formula: hyperopia + technology input = productivity acceleration research and development technology is the key breakthrough point of industrial leapfrogging.

In this regard, the shoe Fair will make breakthroughs in the field of technology innovation, continue to set up a science and technology inviting business hall and the world shoe fashion exhibition area, and focus on the latest research achievements and patented products of famous brands such as China Anta, double stars, rich birds, XTEP, Ali, Philharmonic, 361 degrees, Germany Bayer (Bayer), Japan Barudan (Behringer) and other famous brands in the field of shoemaking, including shoe materials (big bottom, middle sole, insole, shoe upper, adhesive, surface treatment and other new materials and recipes), shoes machine, shoe mold, shoes CAD/CAM system, etc.

The exhibits include a number of new technologies and products from the upper and lower reaches of the shoe leather industry chain in Germany and abroad, such as the Bayer water-based shoe making glue, etc., and the number of innovative exhibits has increased considerably compared with the previous one.

During the exhibition, the organizing committee also carried out the service of experts in enterprises, and held the signing ceremony of "science and technology entering enterprises, informatization and marketing" expert lecture hall and scientific and technological cooperation project.

Moreover, this Shoe Expo will focus on the theme of "consolidating and upgrading the status of Jinjiang footwear industry at home and abroad", and invites experts and scholars from home and abroad to hold eight forums.

This forum will invite authoritative experts and scholars at home and abroad and Jinjiang shoe industry (sports goods) enterprises to discuss and interact deeply on the management innovation, technical promotion, marketing innovation and brand promotion of shoe industry (sports goods) enterprises at the present stage, and guide enterprises to take individualized product development and differentiate the road of marketing, and seize the market opportunity in the new shuffling of shoe industry.

The formula of the cartoon image is deeply rooted in the hearts of the people, and the formula of fashion credibility is: the trend foresight + design = the complete chain and supporting resources of the popular discourse right is a solid industrial foundation. This shoe Fair's new bright spot is the first time to plan the European shoe fashion exhibition area, when the beautiful shoe models will show the fashion shoes recognized by the industry in the form of performance.

At the same time, the world fashion shoe designer exchange conference will be held. This will surely bring new trends to the industry in order to drive the trend of the world footwear industry and promote the western coast economic zone and even the national footwear industry to a higher level.

"Youth creative competition and intellectual property knowledge" competition, cross-strait "Asian Cup" sports shoes design competition and other supporting activities are brilliant.

In short, the phenomenon from all sides shows that the shoe Fair is a brand event that covers the forefront information of the world shoe industry, brings together the latest products in the industry, leads the fashion design of shoes, and promotes the economic and trade exchanges between footwear industry.