Domestic Sports Shoes Enterprises Need To Strengthen Four Innovations

On the morning of "P" 18 days, more than 500 "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a enterprises and thousands of buyers "Fifteenth China (Jinjiang) International Footwear exposition" were opened.

In Jinjiang, known as "China Shoes Capital", the shoe Fair has become the "vane" of the sports shoes industry.

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Since last year, the industry dilemma of overcapacity, inventory backlog and homogenization competition has been puzzling sports shoes enterprises since last year. P

Reporters learned at the shoe fair, faced with unprecedented pressure on survival, domestic shoe enterprises are planning in various ways, trying to explore their "breakthrough" road.

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The industry predicament under < p > internal extrusion and external pressure < /p >

Since P last year, competition in the domestic sporting goods market has intensified, and many sports brands have encountered a dilemma of declining sales revenue and rising inventory.

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< p > Li Ning Co's annual report shows that the loss in fiscal year 2012 is close to 2 billion yuan. The annual report of Anta Sports Products Limited in 2012 shows that the turnover of the company is 14.4% lower than that in 2011 due to the decrease of orders and the negative growth of wholesale income.

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Less than P, the 31st degree (China) Co., Ltd., Jinjiang Cheney shoes and clothing company, which participated in this shoe fair, also said that the whole industry had a higher inventory pressure this year.

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Zhao Feng, director of the company's sports marketing center, points out that since the end of last century, with the rapid increase of disposable income of residents, the demand for sports and leisure products has exploded, which has brought a very long boom cycle to China's sports shoes industry. P

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With the coming of P, a large number of enterprises and funds are pouring into the industry, which will inevitably bring about a certain degree of industrial surplus.

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< p > Zhao Feng believes that the brand of domestic shoe enterprises is high and the degree of homogenization 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 and further squeezed domestic enterprises.

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< p > industrial pformation is imminent. Sports shoes enterprises are hard to explore < /p >.

< p > reporters learned at the shoe fair that faced with unprecedented pressure, "pformation and upgrading" has become the consensus of the industry.

The severe market environment forced the sports shoes to seek new changes and accelerate the exploration of the road of pformation suited to their own characteristics and positioning.

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< p > dodge group: Foxconn for sports shoes.

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P, founded in 1994, has been insisting on foundry production in the past twenty years.

From the initial three acres, one floor, now has developed into Adidas, NewBalance and other famous brand foundry, annual production of 20 million pairs of sports shoes.

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< p > "when other enterprises are smashing money to advertise and brand, we insist on one, only do foundry, and bring the manufacturing capability to the extreme."

Lin Yongcan, chairman of the company's board of directors.

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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 the accumulation of twenty years, the sales revenue of dodge group increased by 68% last year, and this year production orders have been discharged until June.

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< p > Lin Yongcan told reporters, "not only products have brand, but also manufacturers have brand names.

Dodge is going to be the "Foxconn" in the field of sports shoes.

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< p > wild sports -- focus on technological innovation in the field of subdivision.

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< p > 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.

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< p > but by 2010, the cost advantage of labor and raw materials has been gradually lost, and the development of enterprises has encountered a "bottleneck". Where should we go next? < /p >

< p > "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 sole technology.

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< p > 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.

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< p > celebrity sports -- the pformation of products and channels.

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< p > "we do not make sneakers."

Li Zican, general manager of famous sports goods (China) Co., Ltd., told reporters.

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< p > from Kong Linghui's endorsement of Anta, Jinjiang shoe enterprises have learned "celebrity endorsement + advertising".

"Today is the era of demand differentiation and market segmentation, and consumers are no longer buying it simply by telling stories and creating concepts."

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< p > 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.

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< p > Li Zican told reporters that we send "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "to Japan and Korea to learn the latest fashions every year, and develop the casual shoes with unique style.

Last year, it closed more than 200 old sales outlets and opened more than 100 new stores to high-end shopping malls such as Wanda and ocean department stores.

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< p > "from product to marketing channel, fame and experience are undergoing revolutionary changes."

Li Zican said.

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< p > pformation of sports shoes enterprises needs to strengthen four innovations: < /p >

In February of this year, Decathlon, a global sporting goods retailer, was officially opened in Decathlon's shopping mall in P.

The mall not only sells more than 35000 kinds of products, but also has 200 square meters of free outdoor sports grounds, including fitness equipment experience, roller skating, badminton and table tennis.

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< p > "from selling products to selling experience, Decathlon represents the main direction of future sports brand marketing."

Relevant industry pointed out.

With the division of industries and the enhancement of specialization, enterprises must pform from "brand wholesale" to "brand retailing", paying more attention to consumers' "fresh experience".

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< p > "no matter whether it is a foundry or a brand, there is no fixed mode for shoe enterprises to reproduce."

Zhang Tao, vice president of Anta, further pointed out that there are still some common factors in the exploration of enterprise pformation: < /p >

< p > brand power innovation.

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.

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< p > lean management innovation.

In the past, the way of "bold and courageous" was no longer feasible.

Today, management competition tests the ability of enterprises to "wring water in towels", and establishes a rapid response mode of supply chain by insisting on improving management efficiency.

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< p > innovation of product technology and R & D capability.

Many foreign minority sports brands focus on outdoor, mountaineering, bicycling and other professional fields.

Traditional enterprises should increase R & D investment, improve the technological content of products, enrich product structure and variety, and satisfy consumers' individualized and differentiated demands.

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< p > continuous innovation of marketing mode.

We should constantly innovate the marketing mode, emphasize experiential marketing, and strive to enhance the attraction and single store productivity of terminal consumers.

At the same time, we should speed up the development of e-commerce to achieve differentiated positioning and balanced development of physical channel terminals and network sales.

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