Old Shoe Material Enterprise Crossover Men's Clothing Transformation Momentum Optimistic

　　 A collective turn around

At the end of March, at the end of the related press conference, Baidu's EVIDOMA idomar men's wear new product emanated from a strong French Style: "Rococo" series showed luxurious and meticulous details through fabric and process details, and the "dream back Maya" series ingeniously carved the artistic totem and Yuan element into products, and constructed a unique noble quality. Hundreds of costumes are the original handwriting of designer Yang Zi.

Adoma's men's wear is the original French clothing brand introduced by Baxing group in 2012. Adoma, general manager of Menswear, Lin Liying, said that in the past two years, the company has made great efforts in consolidating the market base, including differentiated product positioning in line with market demand, team building of multiple modules such as brand and marketing, and exploring business models. "After two years of deliberation, the brand foundation has been well established, and it is time to further expand the market and promote the brand." Lin Liying said.

"Making clothes, Quanzhou has a perfect industrial chain, compared with the saturated sports shoes and clothing market, the men's wear market has more diversified characteristics and larger market space. In addition, many shoe and clothing enterprises in Quanzhou have advantages in finding and introducing excellent talents." She said.

In recent years, there are not many shoe makers entering the men's market in Quanzhou. In September 2012, flying began to try double brand promotion operation, in addition to continue to operate the traditional sports eagle logo series, also pushed the new FLYKE (Fleck) men's wear series, advocating American leisure, and before that, the main business of flying international business includes sports shoes and shoes, shoe material production, foreign trade foundry. In 2012, the sporting goods enterprises also strive for quality, and the clothing industry has also set up the "Chao men" competition to enhance the market competitiveness and brand value of Kooning's brand.

Besides men's wear, sports goods enterprises extend to men's shoes. Last year, during the father's day, a micro film "father and I" made the brand of the "Bo Shi Wei casual shoes" below the Gao Li Ke group more widely known. This transformation from sports shoes to high-end leisure shoes in the field of Quanzhou enterprises, brand operation is also more mature and calm.

　　 The temptation of high added value

In this collective turn of the shoemaking industry, we vaguely see the "gorgeous" shadow. No matter whether the transformation is successful or not, in the current serious homogenization of shoes and clothing market, the old brands that initiate transformation and upgrading strategy invariably place the brand in the middle and high-end groups, and aim at the "urban upstart" family.

Lin Liying said that after making more than 20 years of shoe material, Baxing group first extended its products to the terminal and brand areas, precisely because it analyzed the consumption habits and brand dependence of menswear. "Male consumers have a strong consumer shopping purpose, and they value product quality and taste better, and have strong brand dependence." She said that AI men's men's clothing made a long time market research when they made brand positioning. "We are locked in urban upstarts with spending power and fashion appreciation. These people are between 25 and 38 years old. They are fashionable, restrained and have brand awareness and loyalty. We will adhere to the original design of the legal system and impress them with original differentiated products and services." She said.

Lin Yingwei, chairman of the group, also said that most of the stores are concentrated in the first and second tier markets. "Positioning the domestic high-end leisure shoes market, which is different from the original business and living areas, is mainly in high-end shopping malls in terms of channels." He believes that with the improvement of the living standard of the country, men are not satisfied with only a few pairs of shoes in terms of shoes. "Men pay more attention to the quality of life, emphasize different occasions and wear different shoes, and also pursue fashion and fashion in color." Lin Yingwei said, so his shoes are not only more and more colorful, but also emphasize the handcraft and highlight the quality. "Some of our shoes are developed and made by the design team of Italy and Spain, and now it extends from shoes to bags, leather and other categories, and the product line is rich in single store."

"Leisure men's clothing market with large market space, high profit margins and high cultural added value is a good breakthrough." Flying gram international responsible person said, flake menswear positioning high-end men's clothing, in addition to flaunt sports, fashion, personality, will also focus on embody self-confidence, grade two key words.

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According to a research report, the men's wear market continued to grow at a compound growth rate of 16.9% in the first few years, and its market value will exceed 700 billion yuan by 2015.

"Flock hopes to bring more urban culture into the brand, and the product line with the main melody of American urban culture is an example, and the series of flake men's wear just extends the original consumer group for flying, and to a certain extent, it is different from the brand of the fashionable sports brand." The person in charge said.

　　 The two undertaking is a long way to go.

From material manufacturers to brand operators, they have to undergo many tests. "For Baxing shoe materials, from sole production to men's brand operation, we need to face not only the reorganization of production, design, sales and other departments, but also changes in operational thinking." Lin Liying said frankly, diversification is the inevitable result of the development of Baxing group. Baxing has done more than 20 years of upstream supply business, such as shoe materials, and has rich operation experience in upstream products of surface accessories, and has good quality control and cost control advantages. "We will stabilize and consolidate this part of the advantages, laying a solid foundation for the operation of men's clothing business. In the next three years, through a series of brand operation, channel layout and commodity positioning, the men's business ratio will eventually surpass the shoe material business. She said.

Lin Liying believes that as an emerging brand, an advantage of idmar men's clothing is to face "new consumer groups". "This group is based on the Internet as a way of life. Brand will combine micro-blog, WeChat, APP software and other emerging means of communication, locking these target consumer groups, precision marketing." She said.

Lin Yingwei said, the next brand will pay great attention to online and offline integration, do experience service. "Under some offline counters in the whole country, we have launched the service of delivering shoes as long as we buy them. Men don't like to carry big bags or small bags, so we grafted the "online shopping package" mode into the physical store. We bought the shoes in the special store to post the mail to enhance customer satisfaction. He said that after focusing on the category of men's shoes, the brand may extend further to women's shoes and other product lines.

Yang Shuqing, a professor at the school of Business Administration of Huaqiao University, believes that the extension of brand should not be overdone. "Once the degree is exceeded, it may have an impact on the parent brand. If it is not done well, it will even cause damage to the original brand reputation of the parent brand." She said that the operation of multi brands especially tests the comprehensive operation ability of enterprises.