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Industry Transformation Is Imminent, Jinjiang Shoe Enterprises Explore Hard

2013/4/16 9:32:00 51

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Since last year, the industry predicament with overcapacity, inventory backlog and homogenization competition has been plagued by Jinjiang's "a href=" http://www.91se91.com/news/index_x.asp "sports shoes < /a" industry since last year. Related industry forecasts that industry consolidation will continue in 2013. 
 domestic market competition has intensified, and international demand has not yet fully recovered. Under the pressure of external pressure, Jinjiang sports shoes industry, which has experienced 20 years of explosive growth, is facing major challenges. 
 reporter learned in Jinjiang that facing the unprecedented pressure of survival, "transformation and upgrading" has already become the consensus of the industry. At present, Jinjiang shoe enterprises are planning in various ways, trying to explore their own way to "break through". 
 industry analysts further pointed out that "a href=" http://www.91se91.com/news/index_h.asp > transformation and upgrading < /a > has no fixed mode to replicate. With the trend of differentiation and differentiation in the terminal market, Jinjiang shoe enterprises must adhere to the four innovations of brand, technology, management and marketing, and explore the way of diversified transformation and upgrading of shoes industry according to their own product characteristics and positioning. 
 Industrial difficulties under internal extrusion and external pressure 
Since last year, competition in the domestic sporting goods market has intensified, and industry instability has gradually increased. P Many sports brands in Jinjiang also suffer from declining sales revenue and rising inventory. 
 on the other hand, under the influence of the international economic environment, external demand, especially the market demand in Europe and the United States, is not stable. The number of foreign trade orders in Jinjiang footwear industry has declined. 
 why does the total output account for 40% of the country's total and 20% of the world's < a href= "http://www.91se91.com/news/index_p.asp" > Jinjiang < /a > the sports shoe industry collectively suffers from difficulties? 
 "the current industrial dilemma of sports shoes and clothing in China is mainly reflected in overstock, overcapacity and so on. "Zhao Feng, director of sports market center of 31st degree (China) Co., Ltd. 
At the end of the last century and at the beginning of this century, with the rapid increase of disposable income of residents, the demand for sports and leisure products exploded, which brought a very long boom cycle to China's sports shoes industry. P 
Less than P, the problem is that a large number of enterprises and capital flow into this industry will inevitably bring about a certain degree of industrial surplus and inventory backlog. 
"P > Anta vice president," a href= "http://www.91se91.com/pioneer/" > Zhang Tao < /a >, said in an interview with reporters that, like any industry, after the development of the sports shoes industry to a certain stage, it needs to be adjusted to different degrees to enter an industrial adjustment period. 
 at the same time, Zhao Feng also believes that the brand of Jinjiang shoe enterprises is high, and the degree of homogenization between them is high, and the market position is vague. In addition, in recent years, international brands such as Nike and Adidas have accelerated their penetration into China's two or three tier cities, which has further squeezed the market of domestic sports shoes enterprises. 
"P >" since 2008 Beijing Olympic Games, the domestic sports shoes industry inventory backlog problem began to appear gradually. "Zhao Feng said. 
 Zhang Tao further pointed out that the current plight of the shoe industry in Jinjiang means that the era of industrial development represented by "channel expansion" has passed. The survival of enterprises in the future lies in whether they can better adapt to the needs of consumers, constantly segment the market, and improve the specialization of products and the productivity of single stores, so as to meet the differentiated needs of consumers. 
 for this year's market prospects, Anta believes that the sporting goods industry is still mainly faced with fierce competition due to inventory and large discount, and is cautious about the future of the domestic sporting goods industry. 
 "industry adjustment needs a" deep tillage period ", from extensive brand wholesale to" brand retail "transformation. "Zhang Tao pointed out. 
 industrial transformation is imminent. Jinjiang shoe enterprises are hard to explore 
The competition of "p a" http://www.91se91.com/news/index_c.asp < > http://www.91se91.com/news/index_c.asp shoes > sports shoes industry < /a > has already been heated up. The discount of big brands is not enough for small and medium-sized enterprises, and foreign trade orders are not easy to find. Without transformation, small and medium-sized shoe enterprises will have to die. "Jinjiang Cheney shoes and Clothing Co., Ltd. General Manager Li Xinzhong said. 
 reporter learned from the interview in Jinjiang that the increasingly severe market environment is forcing Jinjiang shoes to seek new changes and speed up exploring the road of transformation suited to their own characteristics and positioning. 
 dodge group -- Foxconn sports shoes. 
P, founded in 1994, has been insisting on foundry production in the past twenty years. From the initial three acres to one floor, it has developed into a famous brand foundry factory such as Adidas and New Balance, with an annual output of 20 million pairs of sports shoes. 
"P >" other enterprises are throwing money to advertise and brand, we insist on one, only do foundry, will make the manufacturing capacity to the extreme. "Lin Yongcan, chairman of the company's board of directors, said. 
In order to keep up with the international brand's quality requirements and fashion trends, the Dodge group has invested tens of millions of dollars in research and development expenses every year only in P. Through twenty years of accumulation, dodge has become a stable supplier of international brand names, and sales revenue increased by 68% last year. This year's production order has been scheduled for June. 
 the current international high-end shoe brand's OEM has shifted from Guangdong to Fujian. Dodge is trying to get more OEM orders through more multinational companies and intermediaries. Lin Yongcan told reporters, "not only products have brands, but also manufacturers have brand names. Dodge is competing for Foxconn in the field of sports shoes. < .
Today, P has the industry's leading manufacturing capability, and the Dodge group has sold the pace of internationalization. Currently, Lin Yong Chan is negotiating with Austria's famous tennis brand HEAD to prepare for the full acquisition of its production and marketing rights in mainland China. 
 wild sports -- focus on technological innovation in the field of subdivision. .
 like most sports shoes enterprises in Jinjiang, the start of wild sports is also a fast expansion mode of "advertising + channel". Lin Shaoxiong, President of wild sports (China) Co., Ltd. told reporters that in 2006, the company achieved its original accumulation through large-scale advertising, brand promotion and channel construction. 
 but by 2010, with the gradual loss of labor and raw material cost advantages, the development of enterprises will encounter "bottleneck". Where should we go next? 
 "the sole of the human body has 120 thousand sweat glands. The traditional vamp technology can not solve the problem of ventilation and sweat absorption of sports shoes well. "Lin Shaoxiong said that in 2010, the company found its own direction of development and made great efforts to develop" breathable shoes "with unique soles technology. 
 2011, the wild sports shoes were listed on the stock market in a few months, and they were recognized by consumers. In 2012, they were awarded the "National Industrial Design Excellence Award" by the Ministry of industry and commerce. "Breathability" is just a function of shoes. With independent intellectual property rights, in the future, wild animals should create a separate footwear category. "Lin Shaoxiong told reporters. 
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 name and foot sports -- the comprehensive transformation of products and channels. .
 "we do not make sneakers. Li Zican, general manager of famous sports goods (China) Co., Ltd., told reporters when interviewed. 
 from the beginning of Kong Linghui's endorsement of Anta, Jinjiang shoe enterprises have learned "star endorsement + CCTV advertising", and CCTV5 is almost becoming the "Jinjiang channel". "Now is the era of demand differentiation and market segmentation, and consumers are no longer buying it simply by telling stories and creating concepts. < .
 in order to get rid of the market predicament, celebrity sports voluntarily gave up the fight in sports shoes. In 2011, the company's overall contraction of sports shoes production, the business has shifted to the field of fashion casual shoes. 
 Li Zican said, "designers are sent to Japan and Korea every year to learn the latest fashions, and develop casual shoes with unique and unique styles. Last year, the company also closed more than 200 old sales outlets, and opened more than 100 new stores to Wanda, ocean department stores and other high-end shopping malls. < .
 "from products to marketing channels, the name is undergoing revolutionary changes. "Li Zican thinks," do business as a person, small and medium-sized shoe enterprises must make personality and value, break out of their own way. < .
 the transformation of shoe enterprises needs to strengthen four innovations: /p >
 February 27th, the global sporting goods retail giant Decathlon is located in the shopping mall of Wuyuan Bay, Xiamen, Fujian. 
 Decathlon Wuyuan Bay mall has a business area of 4000 square meters and sells more than 35000 sports products worldwide to meet the needs of all sports enthusiasts from beginner to professional staff. 
At P, the shopping mall also provided 200 square meters of free outdoor sports ground and multi-functional sports experience area for customers. There are fitness equipment experience area, outdoor mountain sports experience area, roller skating trial area, badminton and table tennis experience area. In the future, Decathlon's shopping mall plan in Xiamen has increased to 4-8. 
 "from selling products to selling experience, Decathlon mode represents the main direction of future sports brand marketing. "Relevant industry insiders pointed out. 
 from the market development stage, in the past, most domestic sports shoes enterprises were "brand batch type". Enterprises, advertising promotion and dealer sales seldom touched the "fresh experience" of front-line consumers. 
 with the division of industries and the enhancement of specialization, enterprises must speed up their transition to "brand retailing". Just like Decathlon, we pay more attention to the consumer experience and achieve rapid response to market demand. 
 whether adhering to the foundry or innovating marketing mode and persisting in technological innovation, the trend of individualization and differentiation of market demand has been irresistible, and has put forward a more diversified transformation requirement for shoe enterprises. 
 Zhang Tao believes that there is no fixed mode of transformation and upgrading to be duplicated. However, there are still some common factors in the exploration of enterprise transformation: 
 brand power innovation. Brand power determines the comprehensive bargaining power and consumer recognition. The brand culture of small and medium-sized enterprises is not only a matter of asking celebrities to endorse and advertise, but also requires a long time of resource input and clear brand positioning to create their own unique brand cultural connotations. 
 lean management innovation. Lean management tests the ability of enterprises to wring water in towels. "In the past, the way of being bold and fresh is no longer feasible." The survival and development of modern enterprises must enhance the efficiency of production, marketing and scientific research management, reduce the cost of comprehensive operation, and improve the rapid response capability of the supply chain. 
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 innovation of product technology and R & D capability. The development trend of the future is that shoe brands will go to specialization and specialization. For example, many foreign minority sporting goods brands focus on outdoor, mountaineering, bicycles and other professional fields. Traditional enterprises should continue to increase R & D investment, improve product technology content, enrich product mix and variety, enhance market competitiveness, and satisfy consumers' personalized and differentiated consumption needs. 
 continuous innovation of marketing mode. With the transformation of people's lifestyle and consumption habits, consumers will not only demand physical products themselves, but also more importantly the process of consumption experience. Enterprises should continuously innovate the marketing mode, emphasize experiential marketing, and strive to enhance the attraction and single shop productivity of terminal consumers. At the same time, we should speed up the development of e-commerce and realize the balance between physical channel terminals and network sales. 
 "it must be pointed out that the development of e-commerce at this stage is a double-edged sword for shoe enterprises. "Lin Yonghong pointed out. 
"P >" at present, online sales have become synonymous with cheap and convenient. The price of the same shoe, shop and entity terminal store is at least 1/3 different. Once the price difference is too large, network sales will inevitably impact on the entity store operation, which will easily lead to the conflict of dealers. < .
 because of the rapid expansion of sales channels in recent years, many shoe enterprises have been unable to keep up with the difficulties: no shrinkage of physical stores, store rentals, wages and other costs are rising. Once contracted, they are faced with the embarrassment of overstock of distribution channels, loans and early investment. 
 for example, some terminal stores of shoe brands in Italy sell "limited edition" high-end products, mainly play the role of image display and brand promotion, and network sales are popular. 
 Lin Yonghong believes that the entity store focuses on high-end product sales and corporate image promotion, while network sales focus on the popular market. The realization of "walking on two legs" and target market differentiation should be the development direction of Jinjiang shoe enterprises in the future.