Quanzhou Shoe Enterprises Open Up "Domestic Sales Enclosure War"

On the one hand, a batch of foreign trade enterprises in Quanzhou have turned to the domestic market. On the one hand, the brand that Quanzhou has already built up in China must expand its sales network. Therefore, a contention for channels has become more and more intense this year. Increase sales outlets, adjust the layout of the market, change the business mode, extend the brand connotation, and implement multi brand operation. Everything is directed to the channel. The wider the channel, the greater the share of the market. In this war, enterprises also have unique skills. 1, the expansion terminal has finally occupied the market. Among the many brands of plumbing and bathroom in Quanzhou, JOYOU has the most competition for the domestic market. A few days ago, JOYOU announced that it will go all the way to the domestic market this year. According to the person in charge of the enterprise, this year plans to invest 50 million yuan in marketing costs, build sales network in all parts of the country, set up 1000 franchised stores, and 3000 franchise stores. This year, businesses in Quanzhou are busy doing business in many places. Green group's layout strategy for its brand "click tick" 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%%. 2, it is self-evident to seize the first tier city as a tree brand image. "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year when the brand was founded in 1998, the company opened a special counter in Yansha general merchandise, but it was withdrawn because of its high operating cost."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 that in 2003, the second time he went to Beijing, the company hired an office in Beijing for more than a year, and also withdrew for the same reason. "At that time, the brand awareness was not enough, and it was not thought that even if there was no profit, opening a special counter in Beijing's advanced shopping mall could play an advertising role." Zhao Jianhe said that in 2004, the company changed the network of Beijing into a direct battalion to do today. Do not say that Quanzhou's huge shoe and clothing enterprises compete for the "channel" in the first tier cities. The Quanzhou tea brand of Anxi Tieguanyin group and the eight horse tea industry have also been planning to go to Beijing since last year. 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. A few days ago, when the national development and Reform Commission Expert Liu Fuyuan came to Quanzhou, he pointed out that the development of enterprises should not only focus on the first tier cities, but also should go to the two or three line 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. 3, enter the high-end market and become the real boss, who will be the real boss if they get the last residual value. 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. This year, Qipao named its new brand "Qin Dynasty", which is mainly run in Shanghai, and is 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. On the International Fashion Week held in China at the beginning of the year, 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. 4 the intense competition in the connotation of China's Olympic extension brand is not limited to the garment enterprises in Quanzhou. "Olympic year" is of great significance to the huge sports industry in Quanzhou. Since last year, a series of sports brands in Quanzhou have launched a new round of "industrial upgrading". From the comprehensive replacement and upgrading of advertising slogans, we can see that business ideas and brand positioning have changed quietly. In an interview with PEAK, the reporter found that a new slogan "Icanplay" was not only printed on the paper cups provided by the company, but also a cartoon story created by Battier, the spokesman of the company. Xu Zhihua, general manager of the company, explained that the meaning of English advertising slogans is similar to the original "I can, unlimited possibilities". It is a spirit of courage and challenge. It is not only embodied in sports, but also reflected in life and work. It encourages people to try and innovate every moment and everything in life. The newly added English slogan indicates that we should integrate with the international market. "In the Olympic Games, we will also sponsor the team's sports equipment to achieve the purpose of promoting the brand." Xu Jingnan said. Through the change of advertising slogans, there is a 361 degree directly referring to Olympic marketing. It is from "brave to be" to "China, to be brave" but only adds two words on the original basis, but the meaning of refueling for China's Olympic Games is very strong. 5, watch the market and win the biggest profits. If the designer of the seven wolves recently listed "SEPT WOLVES" (Sheng worth) is a French fashion feast, the experience of bringing 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. This year, Anta's KIDS brand has also been launched. The brand specializes in the market for children's shoes and will open up sales channels. But in flagship stores in major cities, it will be mixed with the current Anta adult brands. Anta President Ding Zhizhong revealed that the new product is expected to be launched in 2009.