Jinjiang Shoe Companies Seek "Survival Of The Fittest" Rule

< p > the fifteenth China (Jinjiang) International Footwear exposition 21 ended in Jinjiang, Fujian.

This year's Shoe Expo will be attended by more than 60 thousand professional visitors. The turnover will be 13 billion 310 million yuan, an increase of 12.2% over the same period last year.

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< p > as the industrial town known as the "shoes capital of China", the Jinjiang Shoe Fair has become the barometer and vane of the Chinese sports shoes industry.

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< p > since last year, the plight of overcapacity, inventory backlog and homogenization competition continues to beset sports shoe enterprises.

Reporters at the shoe fair interviewed learned that faced with unprecedented pressure, Jinjiang shoe enterprises are planning in various ways, trying to explore the pformation and upgrading of the "breakthrough" road.

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< p > Jinjiang sports and sporting goods leading enterprise Anta Sports Products Limited annual report 2012 shows that due to the reduction of orders, the wholesale revenue has increased negatively, and the turnover of the company has dropped by 14.4% compared with that in 2011. In 2012, Anta's professional sporting goods stores and mobile life series stores were reduced from 8665 in 2011 to 8075.

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< p > 360 degrees (China) Co., Ltd., Jinjiang Cheney shoes and Garments Co., Ltd. and other enterprises also said that this year the whole industry to inventory pressure.

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< p > why does the total output account for 40% of the total and 20% of the world's sports shoes industry in Jinjiang is in a predicament? < /p >

< p > "the current industrial dilemma of sports shoes and clothing in China is mainly reflected in overstock, overcapacity and other issues."

Zhao Feng, director of sports market center of 31st degree (China) Co., Ltd.

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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

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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.

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< p > Zhao Feng also believes that the brand of domestic sports shoes 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.

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Zhang Tao, vice president of Anta P, further pointed out that the current plight of the sports shoes industry means that the era of industrial development represented by "channel expansion" has passed.

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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 the individual experience of consumers.

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< p > it is understood that the increasingly severe market environment is forcing Chinese shoes to seek new changes and seek survival rules in the face of market adversity.

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< p > "we insist on one, only do foundry, will make the manufacturing capacity to the utmost."

Lin Yongcan, chairman of dodge group's board of directors.

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< p > dodge group was founded in 1994, and has insisted on foundry production in the past twenty years.

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

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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.

Last year, group sales revenue increased by 68%, and this year production orders have been scheduled for June.

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Nowadays, the Dodge group has taken the step of internationalization. P

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.

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

Zhang Tao, vice president of Anta company, pointed out that in the exploration of enterprise pformation, there are still some common factors: brand power, lean management, technological pformation and R & D, and marketing mode.

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< p > Zhang Tao analysis, the shaping of enterprise brand power is not a matter of asking celebrities to endorse and spending money to advertise, but it requires a long time to invest resources and a clear brand positioning and create a unique brand culture connotation.

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< p > lean management tests the ability of enterprises to "wring water in towels", and reduces the comprehensive operation cost through the improvement of management efficiency, and creates a rapid reflection mode of supply chain.

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< p > "at any time, the product is the first."

Zhang Tao said that only long-term technological pformation and R & D input can ensure the core competitiveness of the product.

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< p > in marketing mode, enterprises need to emphasize experiential marketing, attach importance to consumers' "fresh experience", and strive to enhance the attractiveness of channel terminals to consumers.

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< p > in short, "the development way of relying on courage and" attracting fresh "in the past is no longer feasible.

Zhang Tao said.

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