Introduction To The Experience Of The Rise Of Children'S Footwear Industry In Wenling

A few days ago, on the EMU bound for Wenling, Jinjiang came along. shoes The general manager of the plastic Co., Ltd., stayed in a mobile phone and went online to check the information about Wenling children's shoes. This time to Wenling, Liu Dong Bin is to participate in the 2012 China (Wenling) children's shoes industry summit forum. With him to Wenling, there are many local children's shoes brand directors, including Kasiron, Wan Tai Sheng, and so on.

In recent years, Wenling children's shoes have sprung up by virtue of superior quality and price advantage. A group of children's shoes enterprises, such as fdelon, flying eagle, elf, Li Kelong, Lu You and others have sprung up. They have taken a place in the domestic children's shoes, and have become one of the three major children's shoes bases in China, which are parallel to Guangzhou and Quanzhou.

In the hearts of children's shoes enterprises in Jinjiang, what is the realization of the production advantages under the Wenling mode? How do they run their brands and expand their channels after the awakening of brand awareness? With these doubts, the representatives of Quanzhou children's shoes industry come to Wenling.

Productivity advantages should not be underestimated.

　　 Wenling As one of the representatives of Chinese children's shoes, the Tong enterprise cluster has long been rampant with its low price advantage, and cottage, counterfeit and fake products have been circulating in the market. However, with the development of the whole children's shoes industry, nowadays, the children's shoes in Wenling have started branding construction, product structure adjustment, product quality upgrading, channel mode transformation and so on. Among them, there are a number of children's shoes enterprises, such as Fu Long, Fei Ying, elf, Li Kelong, Lu You, etc.

"With their original benign operation funds and powerful production capacity, they have developed smoothly after the brand awakening, and even have seen many enterprises that can occupy a place in the National Children's enterprises and seize the brand market share." During the inspection process, the strength of Wenling children's shoes was amazing to the counterparts from Quanzhou.

Because of this, Jinjiang children's shoes enterprises have to face up to these rising competitors. "After these days of visits, I found that our competitors are very strong. Wenling's shoe companies are investing less in development and design than we do. Chen Yu, director of product department of KangBo children's Footwear Co., Ltd.

It is understood that in order to match the brand development, children's shoes enterprises in Wenling and other places set up product research and development or brand marketing center as early as in Jinjiang. Yuan Wenxin, chairman of Zhejiang Bi Ke sporting goods Co., Ltd., likened the R & D center of Jinjiang to its own investigative force, and passed the research team to the factory to find out the market positioning of the product.

"Good quality and low price, so that customers really benefit is the absolute principle." Yuan Wenxin's words summed up the current market advantages of Wenling children's shoes, and became a brand word of mouth to boost the development of Wenling children's shoes.

Among them, the absolute price advantage of Wenling children's shoes is even more jealous of the children's shoes enterprises in other producing areas, including Jinjiang. "A pair of shoes can be less than ten yuan out of factory price than Jinjiang. After the circulation to the retail market, the price of a pair of shoes can be more than two or three times the difference, and sales can often double, so the speed of such a running volume is really amazing." Lin Weisheng, general manager of Wan Tai Sheng group, told reporters. This makes Quanzhou local children's shoes enterprises feel pressure.

The most important thing is that in Wenling, there are many children's Shoes Companies with annual output of 67 million pairs. In such a scale, there are few children's shoes in Jinjiang. Even if the annual output of 5 million pairs of Yonggao people is slightly lost, Fang Zong Yang, chairman of Quanzhou Yonggao sporting goods Co., Ltd. believes that scale production is more conducive to centralized procurement and planned production, which has no harm to the cost of production.

Take Wenling's local shoe business as an example. Due to the scale of its production, Mr. Fu Delong often focuses on the leather materials of Ferrari sports car leather cushion, which is not only of excellent quality but also of low price.

A multi price and good fast food mode

In the eyes of many enterprises, Wenling children's shoes should be mainly made of leather shoes, but in fact, the children's shoes market such as professional sports shoes, Shi Shangnv shoes, fashion sandals, square shoes, and Korean shoes all have the shadow of Wenling enterprises. Among them, the proportion of sports shoes in Fordelon's children's shoes is even more than 50%, and a sports shoe has even appeared a rare situation in short supply.

"We have to do every item. We should provide customers with more choices as far as possible. The style is better, and the dishes are not only more, but also delicious, and the price is cheaper." Luo Lirong, general manager of Taizhou Bi Di sporting goods Co., Ltd., said that making shoes is a fast food mode. With the point of order, if there is a superior price performance, there will be a good sale.

Zhu Fude, general manager of Wenling Fu Long Shoes Co., Ltd., said that although the long-term development is not conducive to brand development, such a fast food model is indeed conducive to the development stage of Wenling children's shoes. It is not too high reputation, brand building is still in its infancy, there is no genuine monopoly channel, and so on, it can only become a hegemony of a market by running fast food.

Jinjiang children's shoes in the quality and brand has been a step forward, in the domestic children's shoes brand first tier, they have enough brand awareness to support prices, and Wenling children's shoes brand development just started, at best only in the domestic children's shoes brand in the two or three place, so, Wenling children's shoes and Jinjiang children's shoes brand operation mode should be separated, avoid Jinjiang children's shoes traditional provincial agent mode, choose to start from the regional agent, starting from the three or four line city, with the "rural encircling the city" strategy to open the children's shoes market, Luo Lirong told reporters. {page_break}

"Their mentality is very clear. Once the product positioning and channels are matched, sales can be quickly opened, so is the development of children's shoes in Wenling. In this regard, the brand of children's shoes in Quanzhou needs to be further sorted out. Ding Canyang, chairman of Kasiron (China) Co., Ltd.

Although Wenling's fast food mode is quite different from the Jinjiang monopoly mode, in the current situation, the brand of Quanzhou children's shoes is in an awkward period of brand height, product structure and channel location mismatch, especially in the overall downturn of the economic environment, through the form of inventory.

"The style of Guangdong, the quality of Fujian, the price of Wenling" is the development orientation of many children's shoes enterprises in Wenling. The aim has been gradually marching from three or four line cities to two or three tier cities and first-line brands. The rising quality is the key reason for the sudden rise of the North children's shoes in the fierce market competition. Reliable quality, fashionable style and moderate price make the competitive advantage of North children's shoes more obvious.

Innovation of Regional Industrial Alliance

It is now December. In Jinjiang, almost all children's shoes enterprises are busy producing summer goods, but in the production line of some children's shoes enterprises in Wenling, thick cotton shoes are still working overtime to rush out and transported to the northeast.

We have already discharged the order in summer. At present, there are four or five children's shoes enterprises and we cooperate, we are responsible for design, research and development, from the order company responsible for production, logistics, sales, after sale, professional electricity supplier responsible for production and integrated marketing, and finally form a complete "6+1" industry chain. Zhu Fude said.

In addition to the Fordelon model, in the face of fierce international and domestic competition, the company has been working on behalf of BELLE group and deriving its own brand, and has gained rapid growth in profits. At present, the latest products of the three major brands of children's shoes include the famous cartoon brands such as "strong diamond", "Magic Wand Princess" and the main brand "chick".

It is reported that the three major brands of the company have their own different positions, namely, "strong diamond" and "Magic Wand Princess", which are full of cartoon children's interest in sports and leisure children's shoes; and "chick" is a professional sports brand that is developed to meet the needs of children's sports. The products now cover different categories of professional tennis shoes, professional basketball shoes, professional skateboard shoes and professional tennis shoes.

"These two kinds of industrial innovation strategic alliances can promote technological innovation, promote the integration of products and technology, and enhance the technological content of children's shoes R & D, which is the general trend of the development of children's shoes industry." China Leatherwear Nie Yumei, Executive Deputy Secretary General of the association, thinks.

At the forum, Nie Yumei, Deputy Secretary General of the China Leather Association, said in his report: "in the north of Wenling, 638 children's shoes enterprises form an industrial alliance, sharing the title of" China's children's shoes town "and" Zhejiang children's shoes brand base ".

It is noteworthy that, in order to reverse the inherent impression of Wenling's shoe industry's "low and low dispersion", the North North children's shoes play the role of collective brand, and for those shoes enterprises that meet certain conditions, they agree to play the trademark of "China's hometown of children's shoes" on the packaging, so as to encourage enterprises to do better and better.

According to the introduction, the Wenling municipal government and the North Street have promulgated a series of policies: grasping the leading enterprises' support and strengthening the service, and giving services to the enterprises with output value and the growing enterprises by group, and giving priority to support in aspects of factor protection and brand support.

The development of such a region is worth learning from children's shoes enterprises in Jinjiang. "Jinjiang is a famous shoe city both at home and abroad. With the development of the adult brand, the Jinjiang shoe has become a new highlight of the footwear industry. With the development of the adult brand, the footwear industry chain has become a new bright spot. But there is still a long way to go from the real children's shoes. How to play the advantages of Jinjiang children's shoes production area and how to foster strengths and circumvent weaknesses? Wenling's successful experience is worth learning from." After the end of the inspection, many local people said.

Wenling Children's shoes The advantages of the local industry.