China'S Footwear Industry Moves Towards Internationalization

< p > < strong > Baxing shoes materials create men's wear new products < /strong > < /p >

< p > for most consumers, Baxing group seems to be a strange brand, but in Jinjiang shoe material industry, Baxing group has always had unexpected actions.

After the first listing, efforts were made to upgrade their hardware facilities and R & D capabilities and quickly grow into a leading enterprise in the shoe and shoe industry of China. Then, as the first solo enterprise in Malaysia to be listed successfully in Taiwan, the company turned to the embrace of China's Taiwan capital market. In December 30, 2012, it was listed on the two market in China and became the first and sole sole seller in mainland China.

< /p >

< p > nowadays, Baxing group is testing men's clothing across the border from shoes and old brands.

At the end of March, a fashion conference on "Jane China" was held. It was the announcement of Baxing group's opening up a new chapter in the Chinese market.

At the press conference, the two main themes of the "idara" men's show were "Rococo" and "Maya". Hundreds of new products were the original handwriting of Yang Zi, the designer of the idya men's fashion designer.

< /p >

< p > it is reported that AI mor men's clothing has been operating in the Chinese market for two years, and has successfully entered Ginza, New Mart, Denis and other famous shopping malls and some high-end hotel channels.

< /p >

< p > "male consumers have a strong consumer shopping purpose, more emphasis on product quality and taste, and strong brand dependence.

For the first time in 20 years, Baxing has extended its products to the terminal and brand areas. What we have to do is long-term business. Men's consumption habits and brand dependence make us finally choose fashionable casual men's clothing.

Lin Liying, general manager of Fujian adorma Clothing Development Co., Ltd., said that the huge market of clothing consumption attracted us to focus on the direction of brand clothing operation.

< /p >

< p > Lin Liying further indicated that Baxing has abundant operation experience in upstream products of surface accessories, and has good quality control and cost control advantages.

Baing will continue to stabilize and consolidate this part, laying a solid foundation for the operation of men's clothing business.

Baxing is not an example. Since 2012, sports shoes companies such as flying, quality and so on have already opened the market for men's wear.

< /p >

< p > < strong > flying sport involves men's fashion > /strong > < /p >.

Flying P International Holdings Limited was founded in 1998, is a company with a complete industrial chain, from successful foreign trade to domestic independent brand, with a history of more than 10 years of entrepreneurship.

The company has successfully developed from a small business shoe and sole manufacturer to a clothing and shoe company with more than two thousand shops.

But like Baxing group, flying has not been involved in men's clothing market since its start.

< /p >

The P 2008 Olympic Games pushed the traditional movement to the peak age, but after that, the consumer demand changed.

As the entrepreneurial economy moves towards the stage of life and economy, men are no longer just "machines" that only know jobs. Clothing is no longer just a cloth that keeps warm and covers the body. More and more people begin to understand life and enjoy life.

< /p >

< p > a research report shows that 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.

"Leisure men's clothing market with large market space, high profit margins and high cultural added value is a good breakthrough."

The official of flying international said.

< /p >

< p > Lin Wenjian, chairman of the board of directors of flying company, said that from today's perspective, the competition in the whole industry will become more intense and the international fashion trend is changing rapidly. Flying must meet the challenge with the spirit of "daring to innovate and dare to break through", innovate the brand building, step towards internationalization, strive to build the best brand, create the best quality products, achieve rapid strategic response, execution and innovation, and achieve the strategic goal of flying across the development.

< /p >

Standing at the observer's point of view, Xu Tengda, general manager of Tianlun Tian, said: "at present, the retail price of some men's clothing brands in China has been linked to international brands. The profit space is obvious. In addition, the brand tier of domestic men's clothing has not yet been formed, which gives the space for new brands to enter." P

< /p >

< p > < strong > Gao Li Ke promotes leisure leather shoes < /strong > < /p >.

P, founded in 2001, has been expanding its domestic and foreign markets since its establishment. Now the company has 2 specialized brand operation and operation teams, and has set up R & D centers in Italy, covering all major shopping malls in the first and second tier cities nationwide.

In 2007, Fujian high gain Shoes Development Co., Ltd. became the only designated operator of the US international high-end men's shoes BOSSERT in China, responsible for brand operation in China.

BOSSERT is the three major focus on fashion, life and business. It advocates a new concept of "colorful men".

< /p >

< p > Gao Li Ke "refers to" casual leather shoes, is also looking at the leisure leather shoes market space and profits.

With the improvement of the living standard of the domestic economy, men are not only satisfied with the comfort and fit of shoes, but men begin to pay more attention to the quality of life. They will emphasize different occasions to wear different shoes. Casual shoes and shoes are easy to catch up, beautiful and fashionable, and attract consumers.

< /p >

< p > Lin Yingwei said that the continuous improvement of living standards and quality of life in Italy have also increased the quality of men's shoes and styles. More attention has been paid to the manual technology and quality. "Some of our shoes are developed and produced by the design team jointly designed by Spain and Spain. Now they extend from shoes to luggage, leather goods and other products, and enrich the product line of a single store".

< /p >

< p > in addition to the direct camp mode, the current important selling channel of shoes and clothing enterprises is electronic commerce.

At present, Gao Li Ke sets up two brands, the online and offline products will not conflict, but also avoid the phenomenon of price disunity, and ensure the satisfaction of consumers.

< /p >

< p > < strong > the risk of cross boundary marketing is less than /strong > /p >

Cross border marketing is also facing certain risks. < p >

"First is the risk of capital, because a lot of money invested in new brands may result in a shortage of funds. Secondly, there is a risk that consumers can recognize in the process of brand building; third, the risk of management team, whether entering the new field, whether the original team can be applied, and whether it needs to introduce new teams; fourth, channel risks, facing new fields, channels may change; fifth, the risk of consumer market groups, if the new brand positioning is inconsistent with the original brand positioning, consumer groups will change."

< /p >

< p > cross boundary marketing is the test of the comprehensive operation ability of enterprises.

From shoe material manufacturing to fashion menswear brand operation, for Baxing group and flying group, we need to face not only the reorganization of sales, design, production, technology and other departments, but also appropriate changes in the past operational thinking.

Constantly improve the designer team, conduct market inspection, adjust the design style of the product, and finally determine the appropriate style.

Yang Shuqing, a professor at the school of Business Administration of Huaqiao University, said that enterprises should broaden their business areas according to market orientation, which is a good way to promote the development of enterprises.

< /p >