Home >

The Advantages Of Children'S Shoes In Wenling Make The Local Industry Look Side By Side.

2012/12/12 20:02:00 56

??? 日本語 Fran?ais English 中文

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 manage their brand and expand their channels after the awakening of brand awareness?

> multi price and excellent fast food mode

in the eyes of many enterprises, Wenling children's shoes should be mainly made of leather shoes, but in fact, children's shoes market such as professional sports shoes, Shi Shangnv shoes, fashion sandals, square shoes, Korean shoes and so on 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 one. 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 P Co., Ltd., said that although this is not conducive to brand development for a long time, 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 sense of monopoly channels, and so on, only through fast food style of running to become a dominant market.

{page_break}

children's shoes in Jinjiang have taken a step forward in quality and brand names. They are ranked first in the domestic children's shoes brand. They have enough brand awareness to support the price, while the development of Wenling children's shoes brand has just started. At best, they can only play the two or three place in the domestic children's shoes brands. Therefore, the brand operation mode of Wenling children's shoes and Jinjiang children's shoes should be separated from each other, avoiding the traditional provincial agent mode of Jinjiang children's shoes, choosing to start from the regional agents, starting from the three or four line cities, and opening the market of children's shoes with the strategy of "encircling the cities in the countryside", Luo Li Rong told reporters.

"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 the fast food mode of Wenling is quite different from that of Jinjiang, but 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.

> the style of Guangdong, the quality of Fujian and the price of Wenling. This 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 rise of quality is the key reason for the sudden emergence of 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.

productivity advantages should not be underestimated /p >

Wenling children's enterprise cluster, as one of the representatives of Chinese children's shoes, has been rampant with its low price advantage. The counterfeit, fake and shoddy 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 pformation 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.

"they have been running smoothly after the brand awakening with their original benign operation funds and powerful production capacity. Even a lot of enterprises that can occupy a place in the National Children's enterprises and snatch the brand a href=" http://www.91se91.com/news/index_s.asp "> market share < /a > have appeared.

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 such a 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 "investigation force", and passed it to the factory through the front R & D team, so as 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.

in this case, 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 per 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 in Wenling, there are many children's Shoes Companies with annual output of 67 million pairs. There are only a few children's shoes in such a scale. Even the Yonggao people who produce up to 5 million pairs a year are losing a little bit. Fang Zongyang, 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 production cost control. "Fang Zongyang"

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

Regional Industry Alliance Innovation

now it is 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 pported to the northeast.

"we have drained out orders for the 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 Fordelon mode, in the face of fierce international and domestic competition, it will gain profits from BELLE's OEM, and at the same time, derive its own brand. At the moment, the latest products of the top three 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" are the sports and leisure children's shoes which are full of cartoon children's interest; 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's < a href= "http://www.91se91.com/" target= "_blank" > leather < /a > executive deputy secretary general Nie Yumei thinks.

In the forum, Nie Yumei, Deputy Secretary General of the China Leather Association, said: "in the north of Wenling, 638 children's shoes enterprises have formed industrial alliances, sharing the title of" China's children's shoes "and" Zhejiang children's shoes brand base "and so on.

it is noteworthy that, in order to reverse the inherent impression of the outside world on the footwear industry in Wenling, the North children's shoes play the role of the collective brand, and for the shoe enterprises that meet certain conditions, they agree to mark the brand of "China's children's shoes" on the packaging, so as to encourage the enterprises to do better and better.

according to the introduction, the government of Wenling and the streets of Chengbei have promulgated a series of policies: grasping the leading enterprises' support and strengthening the services of enterprises and 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 studying in Jinjiang children's shoes enterprises.

"Jinjiang is a famous shoe capital in China and foreign countries, with the industrial chain of" a href= "http://www.91se91.com/news/index_c.asp" "> shoe making < /a >. After the development of the adult brand, children's shoes are rising again and rapidly become the new bright spots of the shoe industry. But there is a distance from the real children's shoes. How to give full play to the advantages of Jinjiang children's shoes and how to develop the advantages and avoid shortcomings of Wenling should be used for reference for us.

After the end of the inspection, many local people said.