Shoe Enterprises Should Be The First Brand Of Chinese Cloth Shoes.

Brand is like a big tree. Only when the product is rooted in the soil of the market, can the brand branch loose and blossom everywhere.

Compared with many brands of shoes and clothing companies in Jinjiang, the brand leader of Jinjiang cloth shoes, Ashikagashita To, is a little "conservative" compared with the "brand Radicalism" of celebrities.

"Product sales volume brand" is the Ashikagashita To brand mode, which is also the "reverse thinking" of most Jinjiang brands.

First making products, then making brand names, spreading the word of mouth of products and fully endorsing the market, the branches and leaves of Ashikagashita To's brand begin to grow green, and blossom and blossom are just around the corner.

The 09 spring new product conference, which was not long ago, was in the ocean of Ashikagashita To's new products interwoven with vitality, fashion and leaping. Every year, agents and distributors who were busy watching goods, selecting samples and placing orders, still kept in mind to explore the market situation and exchange information with each other. Information from one of Guangzhou's South market was especially exciting. "On cloth shoes, Ashikagashita To can be regarded as the" Anta "of the whole industry.

The double star boss has come to "learn from the classics" to ensure the good market. The good quality of Ashikagashita To's cloth shoes has a history to follow. It can start with its first pair of vulcanized children's shoes. Ashikagashita To's predecessor was the Jinjiang Yuantong shoe industry. In 1983, he started to produce children's cloth shoes.

At that time, chairman Li Jianjia often took these children's shoes on the exhibition in Beijing. As time passes, the Yuantong cloth shoes were already famous in Beijing circle, and also attracted the powerful old star Wang Hai, who had been so powerful. With the question of "Jinjiang people can make such a good cloth shoes", Wang Hai came to Jinjiang to visit the shoe industry.

With the fading of children's vulcanized shoes, Ashikagashita To cloth shoes have gained a foothold in style and design at home and abroad for the next few years. The sunshine shoes were once popular in the early 90s of last century, and opened a gap in the foreign market, causing a panic buying trend in Russia.

These are the records of the glory of the development of Yuantong cloth shoes.

Such quality is always guaranteed, so we have to dig into the bottom line. "The secret weapon to guarantee quality is R & D."

Li Huawei, general manager of Jinjiang Yuantong shoe industry Co., Ltd. is right. It is worth mentioning that Ashikagashita To's two technological revolution has injected fresh blood into different stages of brand development. This is the key.

In 1999, the "foot down" brand was officially registered.

In the second years after registration, Yuantong completed the first technological revolution, and completed the "pull" to "last", and made breakthrough development in tackling key technical problems.

Li Huawei defined this paragraph as the first stage of Ashikagashita To's brand development, that is, the Ashikagashita To brand creation period.

After that, the second technical revolution, "thermoplastic rubber" injection molding in 2002, laid a solid foundation for the launching of the brand image plan.

"The combination of cloth shoe upper with shoe soles bonded with PU leather and cold bonding process can improve the one-time injection molding of shoe upper and sole, which is easy to be glued under the influence of sun, rain and ordinary sports."

Li Huawei introduces, this also can make the consumer wear comfortable, and the appearance is beautiful, the first patent patented foot durable cloth shoes deduce a "breathing with nature" legend.

Ashikagashita To firmly believes that there will be a brand in sales. In 2007, he announced that he had begun to enter the third stage of development. This is a stage from brand competition to brand management and brand extension.

Ashikagashita To also put forward the strategic goal of building "the first brand of Chinese cloth shoes", and set the product with "freedom, individuality and youth" as the brand personality.

However, there has been no significant "licensing movement".

Some people in the industry began to question the "omission" of Ashikagashita To's brand. Such a pair of cloth shoes with the highest factory price in Jinjiang, which sell excellent cloth shoes in many large wholesale markets in the country, and even cloth shoes that blossom all over the market in the prefecture level and town level in the nail Market of Guangzhou, how can they always be slow in the brand promotion, or even not at all?

As early as three or four years ago, Jinjiang launched a large-scale brand building movement. In the Jinjiang model of "first brand and after product", it did witness the rapid development of celebrities and advertising brands, including Anta and XTEP.

Why the "strong foot" of product strength has been delayed.

To this day, Ashikagashita To's product album still has no celebrity endorsement. Only the model shows, and the product is highlighted.

"The star effect will never exceed three years, and the market is occupied by products and quality. This is the foundation of the brand."

Li Huawei slowly told the reason, and there was no fear of inner strength, through the spread of word of mouth, according to the maturity of the market to re engineer the channel, in turn, brand building.

Look at those stars + advertising brand enterprises, after all, few of them are successful. Most of them go to the brand business. They pay a lot of money for the red tide. They have serious financial overdraft and lack of terminal products. Their products are not strong enough to make them like the eggplant that has been beaten by frost.

So, do not follow suit, do not curry favor with others, insist on using sales volume to open up brand.

This is Ashikagashita To's "reverse thinking".

Nowadays, Ashikagashita To has been mentioned in those large wholesale markets, which is known as "cloth shoes Anta".

Not only look at the market feedback, but also look at how many shoe factories around Chen Tai have started the business of cloth shoes under Ashikagashita To's driving. Some of its new production processes are often emulated by people in the surrounding industry, which makes Li Huawei laugh and cry.

But the brand image of the quality has become more and more obvious in the market. In order to avoid the market breaking, now we stop all the foreign trade orders and the OEM orders of POOVE and other brands, and go all out to produce their own brands.

Li Huawei said with a smile on his face that we added two disc machines to production in the two days.

We have firmly locked the aesthetic needs of young people. Since we launched the 7 brand in 2004, although there has been no celebrity endorsement and no advertising bombing, it has gained popularity through word of mouth.

At present, the market operation of "foot down" brand is becoming increasingly mature, and the maturity of the market plus good quality has made this opportunity more powerful. The overall monopoly system in the brand plan has also entered the countdown of the planned launch.

Now, when young people pursue fashion, fashion and personalization, they also pay more attention to comfortable and relaxed life. Casual canvas shoes have been favored by consumers for more and more years with their personalized design and comfortable wearing characteristics, and the market demand is increasing.

And brand shoes must be recognized by consumers, so they must have their own distinct personality.

Li Huawei told reporters.

So, in terms of the style of shoes, Ashikagashita To brand will not only focus on the development and design of cloth shoes, but also follow the fashion trend and dig out the potential trend. "Now the trend of retro wind and board shoes is on the way, and Ashikagashita To has added shoes and vulcanized shoes into his cloth shoes system."

The series of vulcanized shoes will also be promoted as an upscale brand of "Chao Xi".

At the same time, every year, we will constantly replace the bottom mould to meet the leisure trend.

"We need to catch young consumers. In terms of design, we enable young teams to develop new models from a young perspective, and in POP design, we find young people's sense of focus in accordance with the aesthetic standards of young people."

Li Huawei thought of his own little calculation.

This year, in Guangzhou and Zhejiang, Ashikagashita To has begun to test the water small monopoly mode, and has opened 8 Direct stores in Guangxi, and authorized the tying of clothing and accessories, and began to combine with the sales or counters mode. This is the gradual upgrading of Ashikagashita To's brand upgrading project and brand culture construction, and is the perfect turn of a brand interpretation.

In 2010, we plan to set up 8 Direct stores, and constantly enrich and improve the product line. We believe that we will be ready to take the lead in building the first brand of Chinese cloth shoes.