Quanzhou Shoes And Clothing Industry Pformation Brand Marketing

< p > the words of the "ten thousand shop plan" were still in the ears. After the Beijing Olympic Games, the low tide left a batch of regional brands leaving the field first, and the big brands all over the country were still paying for the hurricane.

Quanzhou a href= "http://www.91se91.com/news/index_c.asp" > Enterprise < /a > painful experience, from outward to internal, from expansion to closed door practice, from extensive management to meticulous management, from the vigorous "brand building movement" to cultural implantation, and brand marketing, Quanzhou enterprises are gradually opening a thoroughfare.

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< p > < strong > the old business model is in distress < /strong > /p >

< p > traditional < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing industry is facing difficult times, growth is weak, fatigue is exhausted.

The aftermath of the financial tsunami has led to the decline in consumption power and cost, the extensive expansion under the pressure of capital market, the sharp increase in shop opening and production rate and the neglect of the efficiency of stores.

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< p > many brands that have ploughed the domestic market for many years in Quanzhou, the terminal stores have been approaching the ceiling of the number of channels. Under the pressure of capital market, the momentum of extensive expansion and large-scale opening of stores has been ebbing away.

The six major sports brands closed 2249 stores in the first half of 2013, of which Quanzhou sports brand Anta stores decreased by 263 compared with the end of 2012; PEAK stores closed 289 stores; XTEP's total retail outlets remained stable at 7435, compared with the net reduction of 75 at the end of 2012, and 601 stores at 361 degrees.

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< p > > a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry has already stood at the turning point of demographic dividend, more and more young group's consumption interest has shifted from entity store to online shopping.

Recently, a spokesman for the Ministry of Commerce said that in the 3000 key retail enterprises monitored by the Ministry of Commerce, online shopping sales increased by 31.9%, and the growth rates were 21.6, 23.6 and 24.4 percentage points higher than that of department stores, supermarkets and professional stores respectively.

The development of the Internet shopping platform and mobile terminals has revolutionized the way of consumption. The electricity supplier has brought impact to the offline stores, and also brought opportunities.

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< p > < strong > multi pronged approach to deal with shop tide < /strong > /p >

Less than P, the era of competing for horse shops has been terminated. When the rational return of the "Wan Dian plan", the branding merchants began to consolidate their internal strength, do not seek the growth of the number of stores, and pursue more store efficiency, so as to find a way to break through.

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In 2013, PEAK will upgrade its stores and launch the "seventh generation" stores. PEAK requires the stores to have a single store area of at least 100 square meters, and insist on basketball as the core positioning in the display of goods.

Last year, he finished about 1000 stores.

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< p > PEAK hopes to upgrade its stores to make the quality of a single store a little higher. In other words, by reducing the size of its stores, it can cope with the risk of declining sales by improving the profitability of single stores.

Xu Zhihua, chairman of Fujian footwear industry association and CEO group of PEAK group, pointed out that some inefficient or poor image shops will definitely carry out rectification or reduction, but "there will be new stores in the closed stores, and the number of PEAK stores can probably be maintained at the end of last year."

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< p > at present, the average area of PEAK stores is about 80 square meters. Xu Zhihua also admitted that 100 square meters is the company's goal, but "not all stores can achieve this level".

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Yang Qian, a sports marketing professional, said in an interview with reporters that the problems encountered by the sports brand industry in the past two years are not only the problem of backwardness of stores, but also related to the whole channel structure, product differentiation and marketing strategies of enterprises. P

"The seventh generation stores" may be more of a "marketing concept", but it is difficult to achieve the desired results if more sales responsibilities are pferred to distributors.

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< p > Xu Zhihua revealed that the upgrading of stores will be provided by PEAK with uniform standards, specifically by distributors. At the same time, PEAK will grant certain subsidies on the cost of investment, but has not disclosed the specific amount or proportion.

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< p > in addition to upgrading stores, further strengthening "sideline" has become the choice of some brands.

In a large number of shops, the number of Anta children's products and FILA stores has not risen, and the number of stores has reached 811 and 322 respectively.

Compared with the slow growth of main business, Anta's children's sporting goods series, FILA brand products, e-commerce and overseas sales are all in steady growth. In the first half of 2013, these businesses increased by 62.7% over the same period last year, with a turnover of 569 million yuan, accounting for 16.9% of Anta's total turnover.

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< p > < strong > from "brand building" to "tree brand" < /strong > < /p >.

< p > 2012 is the end of a brand's development of the old business model.

Previously, most clothing brands paid more attention to business models and channel models. Although they were also making brands, they tended to focus on "business" rather than "brand".

In 2013, these should all end.

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< p > 2012, seven wolf upgrade brand, put forward the concept of "character men's clothing".

Under this concept, the fashion and film cross border attempt is gradually being carried out.

The first is the strategic cooperation with Huayi Brothers, which has promoted the overall brand fashion and reputation. Secondly, the film and TV plays have been implanted, such as the love story of Beijing and celadon.

The seven wolves also launched a star limited money jacket in collaboration with celebrities in 2012, and launched the concept of "senior official customization" in fashion week.

In addition, the official wolf micro-blog has become a successful case of micro-blog marketing for men's clothing brand. It has formed a good interaction atmosphere with fans both in content design and in hot spot planning.

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< p > not only is a href= "http://www.91se91.com/news/index_f.asp" > shoes and clothes < /a > brand, tea enterprises are also actively promoting brand culture, looking for breakthrough in marketing.

The ideal tea industry takes the lead in building "one stop type tea culture experience Museum in Fujian Province". The 1200 square meter gymnasium is equipped with five star multi-function conference hall, Internet accessible Chinese antique box, Japanese tatami box, leisure hall, tea bar, calligraphy and painting stage, etc., which brings together the essence of tea culture. It has strong southern Fujian customs and ingeniously brings the brand culture of ideal tea to the promotion of tea culture in Southern Fujian.

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< p > eight horse tea also spent 80 million yuan to build "Tieguanyin tea garden", drawing on the French Wine Manor mode, including the construction of Tieguanyin cultural manor, biological manor, low carbon manor and so on.

The series of manor fully demonstrates the standardized life of tea culture, tea life and tea, and also provides sightseeing experience.

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