Minnetonka China General Agent: The Leisure Footwear Market Is Huge

In 2013 P, Minnetonka plans to open 100 stores in mainland China.

Matt, general manager of mini Thangka, China's general manager, thinks that their sales gold growth period is just coming. In the two years before, China has spent most of its energy on opening new stores and regional layout.

Nevertheless, looking back on the performance of the previous two years, Matt revealed with great significance: "it should be said that Chinese consumers are still willing to spend money on good products."

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< p > C=, a financial net M=Matt < /p >

< p > C: how to define the brand of Minnetonka? < /p >

< p > M: we will define Mini Thangka as the second line leisure brand in the world and the leader in the category of soft leather shoes.

Cowhide, sheepskin, moose leather and other materials.

Tassel rivet, turquoise, fabric, and soft leather sewing.

Because these elements are more discriminative, so far there is no similar brand in China in the category of soft leather shoes.

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< p > C: how to plan the sales channels and goals of mini Thangka? < /p >

< p > M: the main consumer of our brand is the consumer aged 25 and -35.

But in fact, mini Thangka has 3 months of pure leather and soft shoes for children, and a pair of flat shoes for elderly people.

In 2011, we opened the first exclusive store in Beijing.

Besides the first tier cities such as Beijing and Shanghai, we have opened stores in cities including Hefei, Nanjing and Zhengzhou.

By 2013, we hope to set up 100 stores in the country.

For example, in Shanghai's Hong Kong Hui square, its positioning is biased and more fashionable. Such a type of mall or similar type of block is more suitable for us. We do not restrict our form of opening shop is Mall's exclusive store or Street store.

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< p > C: what is the biggest challenge in China? < /p >

< p > M: Nowadays, foreign brands come into China very much, and consumers have great choice.

For us, introducing this product quickly and directly to consumers is the biggest challenge we face.

For now, the most important way to communicate with consumers is to start shop.

Let consumers directly experience their products in the shop, communicate with the shop assistants, and establish the most intuitive feeling for the brand.

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< p > C: this sounds like a very old-fashioned way of doing business.

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< p > M: we believe that the starting point of brand operation is product.

What really brings consumers a good experience is the product itself.

In the United States, the mini Thangka has a history of over 60 years. The success of the brand depends largely on word of mouth and even family consumption. Therefore, the quality of the product and the experience of wearing are very critical.

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< p > C: many young Chinese consumers know Mini Thangka because of street pads. Do you also adopt the star strategy? < /p >

< p > M: on the one hand, mini Thangka has been designed in combination with the social trend of differentiation, such as the cowboy style of 70s, or the national style design with fringes as the main element after entering the new century.

On the other hand, the mini Thangka brand does not have any star strategy. The street stars are dressed spontaneously.

In China, we will use stars to participate in some market activities, but we do not want people to think that mini thangka is a star brand. We still want to communicate with consumers with products themselves.

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< p > C: how to look at the critical point facing the retail industry represented by large shopping malls.

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< p > M: so far, our sales and sales are better than expected. Next year there may be a better outbreak.

We do not feel the pressure of the retail industry.

On the contrary, our intuitive perception is that Chinese consumers have a very strong spending power.

Beijing is our starting point in China, where sales are very good.

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