PK War Between Jinjiang Children's Shoes And Wenling Children's Shoes

　　 Low VS high price

A pair of Wenling Children's shoes The average factory price is 20-30 yuan, while the factory price of Jinjiang children's shoes is 50-60 yuan, which is higher than the wholesale price of Wenling. From the point of view of agents, they agree that low price sales mode still has an advantage in the Chinese environment. From a consumer's point of view, most of them do not know how to identify (for example, two kinds of shoes, a super microfiber, which looks almost the same, but costs a lot).

In addition to materials, Wenling children's shoes are cheaper than Jinjiang's advantages in management costs and promotion costs. "The promotion of a mature brand in Jinjiang, the cost of the channel added to a pair of shoes is at least 10 yuan, and then the wages of the team operators, the price naturally rises." COOSKIN marketing director Qiao Hongguang said. Wenling City North Street can be said to be a cluster of children's shoes in Wenling, most of which are small workshops, and there are only 30 workers in a factory.

Fu Long, Bi Ke, Fei Ying are the largest children's shoes factories in Wenling, and also the pioneers of Wenling children's shoes. Since part of the price advantage of Wenling comes from brand promotion, Wenling children's shoes on the road of brand are bound to rise in price. "But their prices will rise slowly, and they will not come up at once." Deputy director general Lin Quan of black cat believes that the price advantage of children's shoes in Wenling will be more obvious in the next two or three years.

　　 Unlicensed VS brand

From time to time in Wenling, we can see such things as "stupid bear", "foot friend" and so on. Quanzhou children's shoes An enterprise of the same name. "Wenling's goal of locking Jinjiang is to draw lessons from Jinjiang. Jinjiang children's shoes were also launched in early years by rush to mark the trademark. One industry insider said. The "POOVE mode" that launched by wholesale and then launched through advertising and endorsement seems to be the consistent development of Wenling children's shoes enterprises.

Most of the main brands of Jinjiang children's shoes and Wenling children's shoes are the three or four line market, but Wenling takes the wholesale channels of industrial parks, township supermarkets, shoe cities and stalls, while Jinjiang takes the retail channels of urban shopping malls, counters and stores.

"Jinjiang is mainly brand, we haven't yet." Luo Lirong, general manager of Taizhou children's shoes, said. Fujian's quality technology, combined with Wenling's price advantage to seize the market, and establish a low price brand is the brand positioning of Wenling children's shoes.

The quality is improving slowly, but the brand is not so simple. Qiao Hongguang told reporters that in the early days of Wenling, the brand direction was also tried, but it was not very successful. "Because really want to be a brand, not a slogan, a good advertising agency, a good LOGO can make it."

　　 Spot VS futures

10 years of foreign trade OEM has a production base, 10 years of brand domestic sales have brand precipitation, Jinjiang children's shoes out of Kasiron, karting and other domestic children's shoes brand. But whether it is to continue to deepen the brand or not to make the brand to reduce costs and sales, a big mountain in front of the children's shoes enterprises in Jinjiang is the problem of capital operation, which is caused by the whole futures mode of Jinjiang children's shoes.

It is unrealistic for Jinjiang enterprises not to owe money.

An enterprise makes one hundred million of its output value, which is owed to 50 million of the agent and is stored in the warehouse. Thus, it can not form effective capital turnover, but instead becomes one of the costs. And Wenling's capital control is relatively reasonable. If the company makes one hundred million output value, it can turn 4 times if the capital turnover is benign, that is to say, only 25 million of enterprises will be enough.

"Jinjiang takes the form of hotels. The production of pre orders is large and the threshold is high. No 100 thousand and 20 can not do so. We walk in Wenling is the form of fast food, low threshold, cash in stock, 10 thousand yuan can do, and our credibility is good, so that customers naturally come. " Luo Lirong said.

Due to the needs of materials manufacturers, shoe factories and other aspects, the Jinjiang mode will theoretically take 20 days to complete the shipment from the supplementary bill to the shipment, and the production order of the scale has already been formed, and it is difficult to insert the order. This will easily lead to problems such as product inventory, resource waste and so on. Wenling mode is a small boat good turn, from the supplementary to the fastest shipment 7 days can be completed.

"We are still producing winter. Cotton-padded shoes It will be sold to other small factories next spring and summer. General manager of Fu De Long said. In response to this problem, Jinjiang children's shoes enterprises have also made adjustments. In the past year, there were only 2 orders, and now there are 5 orders in a year, so that the market will be relatively close and accurate.

Investment, risk and profit are directly proportional to the three factors. "Cash in cash in Wenling, when the economy is in the doldrums, has the advantage of quick turnover of capital and less pressure on enterprises. Because the unit price of products is low, the market is more stable, and the market pressure of Jinjiang's full futures is large, the cost of capital occupation and the risk of storage are also increasing." Fujian footwear industry association children shoes branch secretary general Xie Jiasheng said. If the children's shoes enterprises in Wenling want to expand rapidly, they will have to turn into futures. They will also face the same market risk as Jinjiang and even the passive situation of funds being captured.

"Taking history as a mirror, we can know the rise and fall. Jinjiang can look back on the success or failure of the way through the present situation of children's shoes in Wenling, and Wenling can also think about the way to go in the future through the present situation of Jinjiang children's shoes.