Adult Shoe Brands Rush To Eat "Children's Meals", Upgrading And Transformation Of Quanzhou Footwear Industry

　　 Footwear industry in Quanzhou There are many enterprises that have thousands of stores. This is both the advantage and the source of many troubles. Therefore, in the past 2013, the reform of traditional channels has become a common topic for all shoe companies. At the same time, brands are also actively investing in developing new products, innovating business models and opening up new market space, boosting the transformation of the whole industry in channel upgrading, thus getting out of the low tide of inventory backlog and profit decline.

　 Invest heavily in e-commerce channel competition

On the way to the electricity supplier, from wait-and-see to initiative, Anta is a typical example. Since last year, Anta sports announced that Anta electric business in 2013 was directly handled by Ding Zhizhong, chairman of the group. Ding Zhizhong has publicly told the media that if the traditional brand does not pay much attention to the electricity market which is not too big now, the market will be blank in the future.

Ding Zhizhong disclosed that Anta's attitude towards the electricity supplier three years ago and three years later is quite different. "There are many opportunities for e-commerce, but there are thousands of shops under our own brand line. There will be a lot of contradictions between online and offline businesses, so three years ago, we should wait and see." As for "three years later," Ding Zhizhong clearly stated that "we must attach importance to" the growth of new business models is irresistible. "This is the hope that in the future part of Anta's business, the electricity supplier business can not be lost, and we should pay more attention to it, and we also need to consider how to increase the proportion of business." For many brands of traditional shoes and clothes now start building exclusive online brands, Ding Zhizhong said, "Anta does not rule out this possibility."

From supply chain, storage to distribution, XTEP is building its own network business empire. Xiao Lihua, vice president of XTEP and general manager of electronic commerce, told reporters that he attached great importance to the supply chain. The decisive battle of the electricity supplier will finally be the war of the whole support system and supply chain. The scope of supply chain management is very wide. Besides products, it also involves suppliers, costs, logistics, capital management, and company level business processes and time nodes.

　 Joint efforts to form Quanzhou sports brand Hall

In addition to individual enterprises to increase investment in electricity providers, the entire shoe industry also holds together the development of e-commerce industrial clusters. Last October, the Quanzhou Quanzhou sports brand hall, jointly promoted by Taobao Footwear Association and Taobao, was formally launched. The brand hall will converge on the online official flagship store of the Quanzhou sports brand and push forward the concept of "Quanzhou brand". This is also the first time Taobao has been working with a local industry association to test the water characteristic brand online.

The purpose of this project is to help sports brand businesses in Quanzhou to develop e-commerce business on Taobao, get flow support at a lower cost, and quickly enhance brand awareness on the Internet. At the same time, enterprises can build O2O system of brand business through this project, and create a three-dimensional framework for the future development of e-commerce. According to the introduction, the Quanzhou sports brand hall, with the participation of Anta, XTEP, PEAK and other industry giants, also attracts dozens of famous flagship stores, such as Guifen, del Hui, Jordan, San flair, hyddron, Meck, Bao Piao and so on.

Quanzhou sports brand hall has been classified into three categories: professional sports, leisure sports and sports equipment. And in the way of operation, try to customize the function, and develop the O2O mode, that is, offline experience online purchase mode, for some brands of tail goods will also focus on organizing discount sales.

　　 Quanzhou Footwear Industry Association Ding Shuibo, President of Quanzhou, said that the operation of the "made in China brand theme pavilion in Quanzhou" is conducive to the integration of the brand resources of Quanzhou regional sports. It will provide unified services in product pricing, software services, talent introduction, brand marketing and other aspects through the development mode of Baotuan. It will start the brand in the Internet field and increase the voice of Quanzhou regional electricity suppliers. He believes that the future integration of Quanzhou sports brand hall under the online and offline is a large-scale action. {page_break}

　 To develop new outdoor products market

In order to find a new profit growth point, Quanzhou footwear industry has expanded into the outdoor sports and children's products.

Last October, the 361 degree group was famous in Scandinavia. Sports brand One Way Sport opened strategic cooperation in Hongkong, and established permanent cooperation to jointly develop the Greater China market. According to the introduction, One Way Sport is the fastest growing Nordic outdoor sports brand. It has a wide range of products in outdoor sports and winter sports as well as hard equipment, technical clothing and other aspects of professional cycling sports. The 361 degree group and One Way Sport will jointly set up joint ventures, of which 361 degree investment companies and One Way Sport hold 70% and 30% respectively. The joint venture has One Way Sport resources in Nordic sports and outdoor sports, and will be responsible for developing the outdoor equipment and riding market in Greater China. It will be responsible for the joint venture team management of 361 degrees, and the daily operation and management of One Way Sport products in Greater China, such as design, production, distribution and promotion.

Public data show that over the past 10 years, China's outdoor products market has increased by more than 40% annually, and has formed a market scale of more than ten billion yuan. Before Lining and 361 degrees set foot in the open air, there were ten large and small outdoor shoes manufacturers in Quanzhou because of the existence of the Chinese shoe industry base. This makes Quanzhou outdoor industry have better production advantages than other domestic production areas. With the gradual development of factories such as outdoor clothing and accessories in recent years, a relatively perfect outdoor has been formed. shoes The production and supply chain also produced a new outdoor army, such as lad, San flee, and Tian Lun Tian.

Adult shoe brands rush to eat "children's meals"

Although sports products such as Anta, Lining, 361 degrees and so on have penetrated into the children's market, it is no longer a novelty. But through the active layout of two or three years, these adult shoes brands have eaten the "children's rice" and have brought a little warmth to the shoe industry at a low tide.

361 annual data released in the middle of last year showed that the turnover of children's clothing increased by 97.7% to 370 million yuan, accounting for 7.5% of the company's turnover last year, almost doubled compared with the previous year, and the average selling price and sales volume increased by 25.7% and 57.1% respectively.

The excellent transcripts were also delivered to Anta's children's products business. According to Anta's first half annual report in 2013, although its turnover has declined year by year, its children sporting goods series is in a steady growth trend. As the first brand to enter the children's sporting goods market in China, Anta only had 228 children's sporting goods stores in 2009, and by the end of last year, although the data had not yet been released, the industry had reached 800.

With the growth of the number of children in China, the demand for children's clothing will continue to grow. Therefore, children's clothing industry is valued by more and more enterprises. " 2012-2015 children's Wear Industry Report "Shows that the annual growth rate of children's clothing industry output can reach 25% to 30%. At present, children's wear market sales have risen to more than 100 billion yuan. In the face of such a big blue market of children's wear market, every adult brand has stepped into the field of children's clothing. The industry believes that in addition to traditional children's wear enterprises, Lining, Anta, 361 degrees, XTEP and other adult shoes and clothing in the field of large numbers of soldiers in the field of children's wear, will undoubtedly exacerbate the future competition in children's clothing market.

Quanzhou adult shoe companies have opened a large number of children's products stores, while foreign brands have never ceased to explore the Chinese market. Chen Shuqing, Deputy Secretary General of Fujian children's shoes Association, believes that the whole market of children's wear and footwear has become the new battleground for the four brands to fight. These four forces include foreign children's shoes and clothing brands, domestic adult shoes and clothing brands, full time children's shoes and clothing manufacturers, and other well-known enterprises such as Wahaha, Haier brothers and other non footwear industry. The most striking is the brand of Anta, 361 degree, XTEP, which represents the Fujian Legion. With their strong strength, these brands have accelerated the strong penetration of children's products industry since they joined, and disrupted and promoted the pattern change of the whole children's shoes and clothing market.

Order meeting data recovery growth

Although the whole sporting goods industry has experienced severe winter in the past two years, the overall growth stagnation, but after two years of positive adjustment and encouragement, from the end of last year, Anta, XTEP, 361 degrees The third quarter business Bulletin released by PEAK's four largest Hong Kong stock listed companies has seen that the number of orders in the first two quarters of this year has resumed growth, reversing the decline in orders since 2012.

The first to announce growth and recovery is Anta. The first week of 2014, ANTA Sports Products Limited US bank Merrill Lynch reiterated the "buy" rating, with a target price of 13 yuan. Affected by this, Anta sports rose in the first week of the new year, rising 8.71% in January 3rd, closing at 10.48 yuan, and stimulating the overall rise of sporting goods stocks. Meanwhile, Anta sports held the third quarter 2014 order meeting, and its orders grew strongly. The rest of the sporting goods stocks haven't announced new quarterly orders, but industry experts predict that the new season orders will improve.

Announcing orders growth and recovery Peak 。 At the end of last year, PEAK announced the latest China business operation bulletin, which showed that the total order volume in the second quarter of 2014 was higher than the actual sales in the same quarter in 2013. In addition, PEAK also released the comparison results of the same store sales in the third quarter of 2013 and the same quarter of 2012. This small increase can be attributed to the gradual reduction of the discount offered by PEAK in the third quarter of last year and the narrowing of the scale of inventory promotion. This also means that PEAK's inventory digestibility is coming to an end, and the distribution of new products will become the main theme.

　　 XTEP The 361 degree open data, though not showing an increase in the volume of orders, also claimed that the decline in orders continued to narrow, indicating that the operating conditions continued to improve. XTEP pointed out that in the second quarter of 2014, the number of orders in the three quarter of the year decreased, but the decline in sales orders had narrowed for three consecutive quarters, indicating that the operating conditions continued to improve.

UBS says that sporting goods companies are listed as non essential consumer goods companies. Although sports goods listed companies do not seem to have many shops, the unlisted sporting goods companies have largely withdrawn or reduced their businesses in the past two years. Today, the sports industry consolidation process is almost complete, or is expected to achieve industrial recovery in the second half of this year.

Another brokerage analysis pointed out that Sportswear It is one of the few brands in the apparel industry that has experienced a complete life cycle. The inventory of the current sports apparel industry has lasted for 2 years. The market is generally expected that the industry will enter a slow recovery stage in 2014. But the shop speed will not return to the level of 2011.