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Quanzhou Shoe Industry Promotes Digital Marketing To Build Regional Brand

2013/12/14 21:57:00 33

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Regional Brand Quanzhou Footwear Industry

last week, the Quanzhou yuan yuan Agel Ecommerce Ltd, which was led by the Quanzhou footwear industry association and jointly invested by member enterprises, formally signed an agreement with the relevant network platform, announcing the establishment of the "Quanzhou theme museum" with "a href=" http://www.91se91.com/news/index_c.asp made in China. On the day of the signing of the agreement, a brainstorming with the theme of "the third reform of footwear industry" was held. The executives of the Quanzhou sports brands from XTEP, Anta and PEAK gathered with the elites and experts of electric business to discuss the future development of the sports brand. 
 promote the spanformation of digital marketing mode 
 according to the agreement, the Taobao home page will set up the Quanzhou sports a href= "http://www.91se91.com/news/index_c.asp" brand hall "/a" channel, as the Quanzhou sports brand gathering area and the Chinese sports brand online centralized display area, the Taobao official provides the targeted flow introduction port, specially promotes and sells the Quanzhou area sports, the outdoor brand product. The establishment of the brand hall will further enhance the popularity of Quanzhou sports brand on the Internet and promote the integration of resources in the development of O2O mode. 
 data show that < a href= "http://www.91se91.com/news/index_p.asp" > Quanzhou < /a > is an important production base for world sports shoes. There are 14 famous brand products in China and 12 well-known trademarks in China. At present, the brand of Quanzhou brand hall has been clearly identified, including XTEP, Anta, 361 degrees, PEAK, Hongxing Erke, Mu Linsen, Meck, Bao Piao and so on. It is expected that more than 100 sports brand stores will be admitted by the end of the year. 
 Li Haiting, vice president of Quanzhou footwear industry association, said that the Quanzhou sports brand hall will promise "15 days without reason to return and guarantee no fake products". The products are all well-known brands in Quanzhou and have strict entry conditions. The operation of investment promotion, special marketing promotion, dispute protection and other channels will be organized by Quanzhou yuan pin Agel Ecommerce Ltd. It includes three major categories: professional sports, leisure sports and outdoor sports. Besides the traditional B2C, sales mode will also introduce customization, O2O and other modes. 
Xu Yong, honorary president of China Leather Association, a consultant of China Light Industry Federation, believes that after more than 30 years of development, China has become a big country in the world footwear industry with output value of 543 billion 700 million yuan, most of which are concentrated in Fujian, Guangdong and Zhejiang. Fujian accounts for 35.6% of the three bases. As the leader of the footwear industry in Fujian, the establishment of the sports brand hall will undoubtedly play an important role in the upgrading and upgrading of the shoe industry from the traditional mode to the digital electronic mode in Quanzhou. 
 build Quanzhou regional brand online > /strong > /p >
 Ding Shuibo, President of the Quanzhou footwear industry association, said that the operation of the "made in China Quanzhou sports brand featured Theme Pavilion" will be conducive to the integration of regional sports brand resources in Quanzhou, and provide unified services in product pricing, software services, talent introduction, brand marketing and other aspects through the development mode of Baotuan, and Quanzhou brand will be launched in the Internet field, increasing the discourse power of Quanzhou regional electricity suppliers, effectively improving the quality and price of Quanzhou sports shoes and clothing products, and helping enterprises continuously explore the market through the auxiliary measures of e-commerce. 
 Ding Shuibo believes that there are still many modes to explore and spanform. Traditional enterprises are initially digesting the stock, but later they have made their own brands, but they are still not scale. In the future, the integration of the Quanzhou sports brand hall to the online and offline businesses is a large-scale action. Ding Shuibo takes XTEP as an example to say that XTEP's annual revenue is about 5000000000 yuan, but the electricity supplier is still "single digit". However, although it is only "single digit", but in the past three years, the electricity supplier of XTEP is growing at 100% speed, so the future of the electricity supplier is foreseeable. The Quanzhou sports brand hall is to build an aircraft carrier shopping mall. 
 Peng Ao, executive vice general manager of Anta e-commerce department, said that the proportion of Anta's current electricity sales in the entire group sales is only "single digit". Anta's plan is that by 2016, the sales of electronic business can reach the proportion of "two figures" of the total sales of the group. Peng Ao said that most of the Quanzhou brand was started by traditional industries, mostly in the exploratory stage of the electricity supplier mode. Whether it is industry or enterprise, there are many uncertain factors in the future of the electricity supplier. Therefore, the development of Baotuan is beneficial to the industry and the individual enterprises. The Quanzhou sports brand hall is to have the advantage of clustering. 
 Wang Jianyuan, general manager of PEAK electric business department, said that PEAK has adjusted the strategy of electric business since 2011, so far, it has led the sales of distributors. Now it can achieve sales of 150 million yuan, and has realized profits since last year. To join the Quanzhou sports brand hall, enterprises hope to rely on the advantages of industrial chain warehousing and logistics, and jointly promote the greater development of the electricity supplier. 
 Xiao Lihua, general manager of XTEP e-commerce, said that holding together is not a game of big brands. To build a regional cluster brand hall is to do value-added development. Together, we will do well in warehousing, logistics and services, and we will benefit from it. 
P, vice president of Alibaba group, said that the distribution channel and product distribution of the traditional shoes and clothing industry usually have significant regional characteristics. However, the Internet has no area. How to make the products of traditional enterprises online and offline can complement each other? At present, the big family is still groping for it. 
 Zhang Shuguang, President of Fujian Electronic Commerce Association, said that as the most active area of private economy in Quanzhou Province, Quanzhou is one of the earliest cities to explore electronic business. With the current digital sales mode becoming more and more popular, it is inevitable that how the traditional enterprises can rely on the electricity providers to enhance their efficiency. He believes that the development of electricity providers is only 15 years, and traditional industries began to enter the electricity supplier industry is also nearly 35 years of things, traditional enterprises into the field of electricity providers, there are still many ways to innovate and explore. He suggested that Quanzhou's traditional enterprises could integrate the three brands, products and electric business providers to create a "three products cooperation" mode, and provide new ideas for upgrading traditional enterprises in the field of electricity supplier.