Three Modes Of Quanzhou Shoe Enterprises Acting For Foreign Brands

In the development process of acting for foreign brand business, Quanzhou enterprises have explored at least three operation modes: relying on their own shoe-making factories to manage more than three foreign brands; operating their own brands and agency brands at the same time to pursue their own strategic objectives; and enterprises in the upstream of the industrial chain extend downstream to expand the development space. Mode 1: relying on our own shoe-making factory to act for many brands At present, among the shoe-making enterprises in Quanzhou, there are at least Sanshu group, leden sporting goods Co., Ltd., wantaisheng group, etc. the common feature of these enterprises is that they hold more than three foreign brands at the same time and have their own shoe-making factories as their backing. At present, Sanshu group's Acting brands are: American Playboy, French crocodile shirt, Italian kangaroo and England. The brand of leden agency are: American "Camel", "jubilant", "kangaroo" and British "St. Frye". Wantaisheng group's agents are: "rogue rabbit", "Ultraman", "flying little policewoman", "Spider Man" series and other cartoon image brands familiar to children. In the process of interviewing the three enterprises, the reporter found that the three enterprises have a common goal, that is, on the basis of their own existing manufacturing plants, they can use the agency to operate foreign brands, accumulate market resources and establish professional management companies with multi brand operation. Its long-term goal is to build its own brand. It is understood that Sanshu group has four foreign brands of sports casual shoes in China's production, distribution rights, the length of agency of each brand varies. Chen shuhuan, President of Sanshu, has a long-term plan for choosing to compete for foreign brands. He believes that although the initial licensing fee for the operation of well-known foreign brands is expensive, it is still cost-effective compared with the huge promotion cost of self-made high-end brands. Enterprises use agent big brands to accumulate their own market. After laying a solid foundation, enterprises can create more markets and brands in the future, and create their own century old stores by creating multi brand business model. "What we get is the international brand authorization established by the contract. We won't do anything to avoid it. After the enterprise further develops and matures, it is very likely to buy out an international brand in the next few years." Chen shuhuan said. Leden company, which focuses on outdoor sports products, has a similar idea of brand management with Sanshu. At present, each brand of leden agency has different market positioning in outdoor sports market, and the ultimate goal of operation is to create its own "made by leden". Chen Swede, general manager of leden, said: "our idea is that with the recognition of foreign brands in the outdoor sports market, we can use foreign brands to lay the foundation of market access in China. In this process, we have never given up the brand building of "made by leden." He said that most of the brands it has obtained are also named "made by leden". In the future, it will make long-term planning for its own brand in terms of channel construction. "What we are considering is to create a channel brand of" leden outdoor "or" leden base camp ", which can be in the form of a club, or a base camp or a comprehensive image store, so as to gradually create its own brand in the channel market. Once we have established our position in the outdoor sports market, we are brand operators with channel resources. At that time, it is natural for us to build our own outdoor sports brand. " Chen said. Many cartoon brands are under the name of "wantaisheng cartoon". Jinjiang wantaisheng shoes and Clothing Co., Ltd. is now trying to promote its own "wantaisheng cartoon Carnival". At present, wantaisheng has a total of "Ultraman", "flying girl police", "rogue rabbit" and other children's favorite animation image authorization. The company is ready to create the "cartoon Carnival", is to pack the operation of these animation image brands in it. "Our plan is to classify all our cartoon brands as" wantaisheng cartoon ". When facing the wholesale market or retailers, we emphasize that this is our cartoon. This is our positioning. We also need to manage our own brand. The key point is the "wantaisheng cartoon." Lin Weisheng, general manager of wantaisheng, said, "different cartoon images may have different fans. For example," Ultraman "is the idol of little boys, and" flying little policewoman "is more popular with little girls. We integrate these brands to meet the needs of different consumers. "The carnival will not only cover all aspects of children's wear, but also children's play and children's life." Mode 2: self created brand and agency to achieve the strategic goal of the enterprise. In Quanzhou shoe industry, there are many enterprises with multi brand management, such as Tebu, Bangdeng, Zuyou, etc., but the business model is different. In addition to acting as agents for foreign brands, these enterprises also operate their own brands. Acting for foreign brands for different market strategic purposes. In addition to operating its own brand "Tebu", Tebu (China) Co., Ltd. also acts as an agent for American "Disney Sports" and Spanish "Colin". At the same time, it is not only for the purpose of making profits in the domestic market, but also for the purpose of making profits in the domestic market. Ye Qi, vice president of Tebu, said that Disney's positioning in the international market is family entertainment, while Tebu is entertainment fashion sports. The two consumer groups are fundamentally different, and the channels they bring are also different. "Disney Sports" brand focuses on the high-end market space of "happy student movement", emphasizes the image of health, happiness and harmony, while "special step" brand points to the middle-class market, with youth as the main target consumer group, emphasizing a self-image of personality and rebellion. In Ye Qi's view, both sides are complementary in terms of target market and resource advantages. Ye Qi said: "at present, the company's foreign brands are also Spanish brand" Colin ", focusing on the high-end sports goods market. In terms of the company's overall strategy, Tebu brand is still the foundation of the company, and signing foreign brands is just icing on the cake. We are clear about this direction and will not get lost. " Nan'an Bangdeng Shoes Co., Ltd. not only creates its own brand of "flash man", but also acts as an agent for "Mile Altman" and "Spider Man". Hou Jingguo, the general manager of Bangdeng, has his own investment and management ideas for this kind of operation mode of self support and agency. "Storing some cartoon brand resources can bring short-term profits," he said. On the other hand, it will enrich our product line, sales channels and terminals. " He believes that the purpose of operating foreign cartoon brands is to make profits in the near future. If we want to operate for a long time, the "flash hero" created by ourselves is the focus of training and will be the main force of our own in the next two or three years. Fujian Zuyou sporting goods Co., Ltd. also adopts the business model of self-made brand and agent. In addition to its own "Zuhua" brand, Zuyou also acts as "Dijia Altman", "Naruto" and other children's shoes brands, but "Zuhua" is not prominent in the brand operated by foot friend. In this regard, Zuoyou pays more attention to putting all the brands under the management of "Zuoyou cartoon city", and the mode is the same as that of wantaisheng. For children's shoes enterprises multi brand management, China children's products research center researcher Chen Shuqing put forward his own views. In order to consolidate their own brand, they will be introduced into other enterprises' channels in order to consolidate their own brands. "On the other hand, nowadays, a single brand can't support a channel or a store. Because children's shoes are seasonal products, if you don't make other brands, the terminal of the enterprise will be attacked by others. " If there is a new brand in the hands of Chen Shuzhen, "if there is a new brand in my hand, then I will help Chen Shuzhen." Chen Shuqing gave an example to further explain this mode: "for example, wantaisheng and Zuyou are now promoting" cartoon city ", which is the model. Enterprises can operate different brands through their long-term channel foundation and management ability. For the enterprises operating more than three brands in their hands, they may develop in this direction in the future. " Chen Shuqing said that this will be a trend, but it does not represent the overall trend. Mode 3: extend to the downstream of the industrial chain and expand the space for business development. At present, there is a special group among the enterprises acting for foreign brands. Most of them are enterprises in the upstream of the industrial chain doing OEM processing or shoe material manufacturing. After stabilizing their own market, they also try to extend their business to the downstream of the industrial chain. At this time, acting for foreign brands is a good choice for them. From the specific operation situation, this group can be roughly divided into three categories. The first category is from shoe material manufacturing to downstream brand agency, such as Quanzhou Taiya shoe material Co., Ltd. Last year, the company was authorized by the famous British outdoor sports brand "Hi-Tec" for 30 years in the Chinese market. To this end, Taiya set up Haitaike (China) Clothing Co., Ltd. to operate "Hi-Tec". Lin Songbai, CEO of Haitaike, said that both sides of the cooperation will fully connect with the "Hi-Tec" world management team in terms of products, technology, R & D, quality, sales, service and brand concept. This process may be of greater significance for Taiya to improve and learn. The second category, from design and development to brand agency, such as Jinjiang Yihua Co., Ltd. In May this year, the company signed a contract with ecooper, which is the original design agency of the British jeans company. It is understood that the cooperation between Yihua company and "leecooper" mainly adopts the "5 + 5" mode, that is, 5-year contract plus 5-year priority signing opportunity. Yihua said that they have undertaken the design, R & D, production and sales of "leecooper" shoes in Greater China, while the UK headquarters of "leecooper" provides brand management services and other help. The third category, from OEM production to brand agency, such as liantai Enterprise Co., Ltd. The company is a shoe and clothing processing enterprise. At present, liantai Light Industry Co., Ltd. in Quanzhou has the largest production line of vulcanized shoes in Fujian, mainly for the OEM production of vulcanized shoes for some international brands. At the beginning of this year, liantai obtained the operation right of "skech-ers", an American fashion and sports brand. Different from other authorization methods, liantai and American companies operate in the Chinese market in the form of cooperation. Each party holds 50% of the shares to establish the China headquarters of "skech-ers" to jointly develop the domestic market. Expert opinion: playing with seven "golden keys", Wang Junyu, general manager of Xiamen gaopson management consulting agency, has put forward his own views on Quanzhou enterprises' acting for foreign brands and brand operation. He said that there are no more than four ways to examine the branding process of Quanzhou Enterprises: one is to create its own brand with high cost, which requires long-term toughness; the other is to create its own brand with its left hand and act as the agent for foreign brands with the right hand; the three represent many foreign brands to realize resource sharing and benefit maximization; and fourth, OEM enterprises begin to seek brand agents and promote brand growth according to their own ideas. He believes that no matter what kind of path to branding, we must find a good grafting point to build and create a "for-profit brand" as the goal. To achieve this goal, we can play the following seven "golden keys": first, play products. Kappa's success is the product innovation of "sportsmanship, fashion". The second is playing mode. For example, Sanshu group is to use big brand agent to accumulate its own market, develop the market, and lay a solid foundation for future market and brand. This may open a new mode of private enterprise development. Third, play capital. Belle International has acquired 12 brands and acted as an agent for international sports brands. It has fully integrated the advantageous resources of the industry, and has attracted almost all kinds of shoes, such as men's and women's shoes, casual shoes, sports shoes, formal shoes, etc., to build a strong industrial value chain and become a giant in the shoe industry. The fourth is to play M & A. Nike achieves multi brand management of aircraft carrier with M & a strategy. It has bought Cole Haan, Bauer, Hurley international, converse and other companies, rapidly expanding the scale of the enterprise and lengthening the product line. The founder of the merger and acquisition is a "big stick" of Nike. Fifth, play strategy. Anta becomes a leader