Shoe Bo "Sixteen Years Old", Pformation Does "Addition".

< p > April 18, 2014, the sixteenth China (Jinjiang) international a href= "http://www.91se91.com/" target= "_blank" > shoes /a Expo will usher in her sixteenth birthday, officially opened in the United States flag city.

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< p > with the advent of the sixteen year old birthday, the shoe Fair will also usher in the "adult ceremony" of traditional customs in Southern Fujian.

In the past fifteen years, the shoe Fair has played a decisive role in the process of Jinjiang shoe industry going out of Jinjiang and heading for the whole country and even the whole world.

However, with the overall pformation and upgrading of the footwear industry chain in Jinjiang, the various problems of the shoe fair are becoming increasingly apparent: relatively unitary functions and relatively limited influence on the industry.

The question of how to add "adult ceremony" Shoe Expo to meet the needs of industry and urban development is urgently needed.

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< p > in fact, how to innovate and run the shoe Fair has become a common understanding between Jinjiang government and enterprises.

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< p > < strong > phenomenon: Booth investment hot and cold uneven < /strong > < /p >.

< p > < strong > < a > href= "http://www.91se91.com/" target= "_blank" > shoe machine < /a > full of finished shoes just over half < /strong > /p >

On the afternoon of February 14, 2014, P, Su Yiyang, general manager of Jinjiang new Kai Jia Machinery Manufacturing Co., Ltd., when he saw reporters, he consulted reporters about some things of this year's shoe fair.

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< p > as a "old face" who has participated in more than ten shoe fair in a row, Su Yiyang has already decided to take part in this year's shoe fair. After the start of this year, he summoned the corresponding staff to discuss the exhibition of shoe fair.

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< p > "our booth is still over 200 square meters this year. It is estimated to be one of the top sellers in all the exhibitors."

Su Yiyang told reporters, "at the exhibition, we are also striving to make people shine."

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< p > Hua Jun shoe machine has also participated in Shoe Expo for more than ten consecutive years.

This year's shoe fair, Hua Jun shoe machine also made preparations for exhibitors early.

Su Chengyao, chairman of the company, told reporters that the annual number of booths made by Hua Jun shoe machine will increase over the previous year.

"This shoe fair we have been fighting for a long time, and finally got 18 booths.

Originally wanted twenty booth, but the competition situation of the competition is fierce.

Su Chengyao revealed.

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< p > compared with the "enthusiasm" of shoemaking business, the enthusiasm of exhibitors of finished shoe enterprises has dropped a lot.

"For us, although this year's shoe Fair will still take part, there is really no expectation of getting many orders from the shoe fair.

It can only be said that, as a doorway exhibition, if we did not show up to support it, what would the outside people think of it? "A person in charge of shoe enterprises who did not want to be named said in an interview with our newspaper reporter:" from this perspective, the shoe fair with a single function nowadays is somewhat like "chicken ribs" for the finished shoe enterprises with a strong market competition pattern.

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< p > the news from the Jinjiang Council for trade promotion shows that although there are two months away from the shoe fair, the 550 booths of the shoe machine have already been filled as early as last month, and the shoe material area has been booked for more than 80%.

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< p > < strong > cause: shoe material shoes machine can get order < /strong > /p >

< p > < strong > the finished shoes are mainly displayed, < /strong > < /p >.

< p > in the view of Wang Limin, President of Jinjiang Council for the promotion of trade, this kind of "cold and hot" inequality of shoes Fair is bound to be related to the nature of participating enterprises.

He gave an example. Last year's shoe fair, a company called Shangcheng, received a about 40000000 yuan order on the spot. Many shoe machines and shoe materials enterprises could get some orders more or less during the exhibition.

And the finished shoes are more important to display their brands or products, so they can not produce orders on the spot.

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< p > "especially the finished shoe enterprises generally have relatively perfect sales channels, such as chain stores, ordering societies, e-commerce, etc., and have an independent brand marketing strategy system.

Therefore, their enthusiasm for the shoe Fair is also much lower.

Wang Limin said.

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< p > some real cases also support Wang Limin's point of view.

In recent years, the significance of exhibition is greater than the actual sales and ordering.

We have participated in many years, but the effect is not very good. Basically, every year only receives a single guarantee. "

Fujian Jinjiang innovation Shoes Co., Ltd., chairman of the board, Shuai Ke Long brand founder Wang Dedong told reporters.

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< p > he thinks that such problems may be related to the location of the booths.

In contrast, customers prefer to visit factories directly and see goods.

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Wu Ziqin, director of marketing of Tianlun Tian outdoor products Co., Ltd., P, may be more practical.

"Generally speaking, if we want to get the result of the exhibition, we can divide it into real and virtual aspects. The overall aspect is whether it can bring direct investment effect to the brand, or whether the enterprises that receive the order can get some intention orders. The virtual aspect is the signboard effect mentioned above, and thus brings the invisible role of establishing the information of the upstream and downstream industry chain. This is not a good measure."

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< p > in his view, for the mature sporting goods brand, the shoe fair today is only a platform for the brand to display the latest strategic theme. But for these developing outdoor brands, the effect of the combination of virtual and virtual products is what they expect. If it is merely spending money to buy a shout, it will be a "virtual" exchange, so it is better to choose a more cost-effective exhibition platform.

Especially when the shoe and clothing industry is in a slump, some enterprises are considering spending cuts and adjusting the market strategy. The growing outdoor brands are looking at more cost-effective exhibitions at home and abroad, such as Munich, Germany and Beijing ISPO.

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< p > only the exhibition with high cost performance can become an ideal exhibition in the heart of an enterprise.

For the production and trading enterprises, the "ideal Exhibition" in their hearts refers to those exhibitions that can bring obvious orders and collect some new information from the exhibition. This is the ideal exhibition of Xu Jinsheng, the general manager of Xintai New Material Co., Ltd., who has talked more than once.

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"P >" from the past year's participation in the evaluation of the exhibition, shoes Expo does not seem to have cost-effective, and we have participated in the Brazil shoe materials exhibition and other international exhibitions for many years. The results are usually very satisfying. Besides the high success rate of the order, many customers who met at these exhibitions have brought samples with them, and those samples are not seen in China.

Through the exhibition, the exhibitors can see the gap between themselves and the international advanced counterparts, especially the gap between the technological content and brand innovation of the products, so as to make clear the direction and goal of the next effort.

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< p > < strong > suggestions: to add shoes, the grade of the shoes Fair should be upgraded to < /strong > < /p >.

< p > there is no question about the existing problems of the shoe fair, whether it is Jinjiang's business community or government departments.

In fact, many people of insight are beginning to think about the future of the shoe fair.

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< p > the executive vice president of Fujian footwear industry association and the chairman of the Sino dragon China Limited, Lin Shui pan, have been thinking about whether the shoe fair can jump out of the sole industry of shoemaking and expand to the entire sporting goods industry, so as to realize the upgrading from "shoe fair" to "sports fair".

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< p > "as a sports city in China, the sports industry in Jinjiang is maturing. In recent years, more and more shoe companies have extended the category to" a href= "http://www.91se91.com/" target= "_blank" clothing "/a" and even equipment.

The shoe fair can be upgraded to the sports fair or the spring trade fair and the autumn trade fair in the footwear industry, attracting sports including a href= "http://www.91se91.com/" target= "_blank", "dress less than /a", outdoor sports and leisure products, sports equipment, etc. to participate in the exhibition, enhance the exhibition level and gather popularity.

Lin Shui Pan said in an interview with our reporter.

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Xu Rongsheng, general manager of Lion Brand outdoor Co., Ltd., P also holds this view.

"Overseas exhibitions will pay more attention to the maximum utilization of resources in the design. Apart from the basic information sharing and trading platform, they will also introduce some other related industries, such as outdoor food, outdoor skiing equipment and so on, so that the information displayed by professional exhibitions is no longer single."

Xu Rongsheng told reporters with his own experience, "the shoe fair can show some customers want more, such as marketing mode innovation, commodity profits, products and more practical things."

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< p > addition is not only reflected in the industry of participation, but also in the enhancement of connotation.

"We should not only focus on products and exhibitions, but also focus on displaying new technologies, new modes and new channels of enterprises through this platform. We should pay attention to the application functions of technological achievements trading, product trading, and sales cooperation, so that exhibitors can get" instant returns "with rich value.

From the perspective of enterprises, we must change our concepts and make full use of this platform to show your advantages and let merchants and consumers have confidence in you.

As long as you have enough creative power, do not be afraid of being imitated, for fear that others will not imitate you.

This year, he will still participate in the shoe fair, displaying the new image in all directions.

Lin Shui Pan said.

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< p > Wang Limin also gives advice on the pformation of the shoe fair in combination with the characteristics of this year's shoe fair.

On the one hand, industrial design can be highlighted.

This year's Shoe Expo is led by the Jinjiang Industrial Design Association, which specializes in setting up exhibition areas for various creative products and awards in various industrial design competitions.

On the other hand, the "fashions of fashion" can be highlighted.

This shoe Fair will invite China's "a href=" http://www.91se91.com/ "target=" _blank "leather" /a "and footwear industry research institute Jinjiang branch to set up an exhibition area on a separate scale, so that merchants and local enterprises can share first-class research results and testing technology, and promote the docking between shoe enterprises and high-end domestic resources.

Moreover, it can enrich the display category.

On the basis of tourist shoes, casual shoes and slippers, the shoes Fair will introduce leather shoes, women's shoes, children's shoes and other products and outdoor sports equipment to enrich exhibition types.

It is worth mentioning that this year's Shoe Expo will set up a special outdoor equipment area, and a group of local outdoor brands will debut in the shoe Expo.

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< p > "culture leads the economic development, is the highest level of the brand, at the same time, culture is also a big marketing. For the shoe fair, it can integrate the cultural concept of the East Asian capital of culture, excavate the resource elements behind it, and implement the cross cultural integration of culture and economy.

On the other hand, with the advent of the big data era, the traditional exhibition must break through and fully integrate new technologies and channels such as mobile marketing, cloud computing, electricity providers, etc., to activate innovation and achieve effective interaction between online and offline, so that all kinds of marketing resources can focus on "big Bang" at the exhibition to provide effective help for pformation and upgrading of enterprises.

Guo Hanyao, a real marketing management expert, offers advice and suggestions from the marketing angle for the pformation of the shoe fair.

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< p > the sixteenth China (Jinjiang) International Footwear Expo will be held on April 18, 2014 -21 at the 1 hall of American flag city.

The exhibition hall of this year's shoe Fair has an area of 50000 square meters, and 1700 international standard booths are set up. Among them, there are 700 booths for finished shoes, 550 for shoes and 550 for shoes.

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< p > up to February 7th, 1265 booths were confirmed and 74.4% of the total booth numbers were completed, including 364 finished shoes, 550 shoe machinery and 351 shoe materials, respectively, completing 52%, 100% and 78% of the planned number respectively.

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< p > < strong > voice < /strong > /p >

< p > < strong > Su Chengyao: the difference between "exhibitors" and "going to market" is less than /strong > /p.

< p > if the "cold and hot uneven" is due to the differences in the nature of the industry, then some of the shortcomings of the shoe fair hardware now make the company feel deeply.

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< p > "shoes Fair" is the window and image of Jinjiang. Therefore, no beautiful exhibition hall is absolutely unacceptable.

Now the venue of the shoe Fair is too much like a "uncompleted residential building", which does not match the image of the shoe fair.

Many enterprises participate in the shoe fair. It feels like "going to market", but you should know that "go to market" and "exhibition" are different.

Su Chengyao, chairman of the shoe fair and chairman of Hua Jun shoe machine.

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< p > Su Chengyao told reporters that in recent years, the culture and economy of Haixi have been developing, but the shoe Fair has not developed correspondingly.

"When the organizer contacted me at the beginning, he told me that he could not give too many booths.

I replied to him at the time, "if the booth is too small, I will not go."

He said, "the shoe Fair is the name card of Jinjiang, the capital of the world sports shoes, but the shoe Fair is not as complete as other exhibitions, but its exhibition area is limited.

My client has slightly criticized this.

Negative information is pmitted quickly through ten or ten pmission.

In this way, the image of Jinjiang is unfavorable.

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< p > apart from the exhibition hall and scale, the shoe fair also has some problems in details and functions.

"Supporting services are not doing enough, such as telecommunications services.

When I was attending exhibitions in Germany and Italy, I saw that they could install fax machines and telephones to the exhibition hall for office work and sign up.

Su Chengyao hopes that the relevant supporting services of the shoe fair can also keep up.

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