Jinjiang Outdoor Sports Shoes And Clothing Industry Looking For "Blue Ocean"

< p > < < a href= > http://www.91se91.com/news/index_p.asp > > Ding Shuibo, President of Quanzhou footwear industry < /a > Industry Association, it seems that the high inventory of shoes and clothing industry in Jinjiang in recent two years is mainly due to the large economic environment depression, "RMB appreciation continues to rise, international market demand is weak, exports are blocked, domestic economic growth is slowing down, domestic demand is not strong enough".

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< p > internal and external < a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx" > environment < /a > increasingly narrow, while the shoe clothing industry's own capacity is expanding rapidly.

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Before and after the 2008 P Olympic Games in Beijing, the whole shoe and clothing industry in Jinjiang is optimistic and the industry "golden ten years" has arrived.

A group of shoes and clothing enterprises such as Anta, XTEP and 31st degree have been expanding their capacity.

In the next two years, the shoe and clothing industry in Jinjiang maintained a high growth rate.

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< p > however, the good times are not long.

Single store sales decline, marketing channel expansion blocked.

In the second half of 2011, sales of shoes and clothing industry were getting worse.

Supply exceeds demand, and the capacity of the whole industry can not be solved at the moment.

Since last year, this contradiction has been concentrated in the form of "high inventory".

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Below P, high prices have become the norm, and even the "discount tide" has been widespread throughout the industry.

The whole shoe and clothing industry, with excess capacity and declining profit margins, forms a vicious competition of the "Red Sea".

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< p > looking for "blue ocean" < /p >.

< p > where to find "blue ocean"? < /p >

In recent years, under the premise of the upgrading of consumption and the change of the national lifestyle, the outdoor outdoor sport which was originally highly professional has developed into a popular fashion lifestyle. P

Outdoor sports shoes and clothing are no longer limited to professional use, but are more accepted by consumers of different ages, classes and occupations, especially for many white-collar workers and high-income earners.

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< p > this change is pregnant with tremendous business opportunities.

The industry estimates that the domestic outdoor sports market is increasing by more than 50% per year.

Jinjiang shoes and clothing brand seize the opportunity, decisively enter this shoe clothing subdivision area, win a "cake".

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P, the early production of traditional shoes and clothing, was a comprehensive outfit for outdoor footwear and clothing industry last year, and actively expanded its product line to form an outdoor product chain integrating outdoor sports shoes, bags, tents, sleeping bags and outdoor barbecue boxes.

He also became the leader of outdoor sports shoes and clothing in Jinjiang.

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< p > "in 2012, the brand growth of Volkswagen shoes and clothing was weak, we still maintained more than 30% growth, and this year's expected growth is above 20%."

Chen Ruidian, chairman of the lad group camel outdoor products Co., Ltd., said confidently.

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< p > BOSCH bird sponsors China's first Parkour competition, Suo Li sports sponsorship national mountaineering competition, Tianlun Tian sponsored national Mountain Bike Championship.

A large number of Jinjiang outdoor sports brands stand out in China and become a strong team in the field of outdoor sports in China.

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< p > according to a thorough research data of Quanzhou General Chamber of Commerce, the output value of Jinjiang outdoor sports shoes and clothing industry has exceeded 3 billion yuan last year, and its production and sales are booming.

Over the past three years, the annual average sales of outdoor footwear industry in Jinjiang have maintained a growth rate of about 30%, which is obviously better than the whole footwear industry.

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< p > outdoor sports, becoming the "new world" of footwear industry in Jinjiang.

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< p > help you a < /p >.

< p > the local government has not forgotten to help the enterprises seeking the way of "de Stocking".

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< p > in the face of the sales predicament of local shoes and clothing enterprises, Jinjiang has promulgated relevant policies, with special funds to support and subsidize enterprises to take part in various exhibitions, encouraging enterprises to decentralization of production capacity, and developing outdoor sports, children's shoes and other market segments.

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< p > BOSCH bird company has joined the 5 outdoor products exhibition in Beijing, Shanghai and Chengdu since the second half of last year, and has won more than 60 million yuan domestic orders since the second half of last year.

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< p > at the beginning of this year, Jinjiang also set up more than 300 million yuan of industry guidance funds, made special subsidies to key enterprises, stepped up technological pformation efforts, and made efforts to upgrade the equipment manufacturing level in the market segments of shoes and clothing enterprises.

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< p > as a market access and supervision department, the business sector is known as the "Spring River heating duck prophet" sensitive.

In view of the current situation of overcapacity, the Jinjiang industrial and commercial bureau has carried out research and Research on the pformation and upgrading of traditional industries, and has successively formed theoretical achievements such as "extending the industrial chain to provide strong support for the pformation of the second industry", "the urgency of the pformation of traditional industrial marketing channels", and "the strategic choice of small and medium enterprises".

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< p > in the field of outdoor sports and other market segments, the business sector also takes the initiative to tailor more targeted guidance projects for small and medium-sized shoe and clothing enterprises, and guides enterprises to go out of the wrong way of blindly putting advertisements into a personalized way that is more in line with brand culture.

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< p > "the absolute expansion of the number of traditional shoes and clothing industry is also facing the unfavorable situation of the weak market in Europe and the United States. If a road goes to the black, it is not bold and timely pformation, not to extend the industrial chain, seize the consumer market and accelerate the pformation of marketing channels, and so on, it may face an extremely serious crisis."

Wang Xinxin, director of the Jinjiang Municipal Bureau of Commerce and industry, said, "therefore, in the new round of administrative guidance, we have increased the content of encouraging enterprise pformation."

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